Entry Level Marketing Strategy For ITC to Enter RTC (Ready to Cook) Industry
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Date
2015-12-11T05:46:24Z
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Abstract
The Project “A STUDY ON ENTRY LEVEL MARKETING STRATEGY
FOR ITC TO ENTER RTC (Ready to cook) INDUSTRY” was done at ITC ltd.
Bangalore, with a view to find out the factors which a customer considers before
purchasing a ready to cook consumable product and also to achieve the objectives of
determining existing competitors strategy in ready to cook food industry.
Since RTC industry is still in infancy stage in India, ITC has no prior experience
in this industry. This project will help the company to design entry level marketing
strategy in RTC industry, with a view to give an edge over existing competitors in this
industry.
The research was restricted to only people within the age group of 18-45 since the
study mainly concentrates on this particular age group who are most likely to consume
ready to cook products and will form the major bulk of customers. The sample size was
100 respondents. Convenient sampling technique was carried out. The study is restricted
to Bangalore and was focused on only ID fresh.
Questionnaires and direct interviews were used to collect primary data. Likert
Scale was used to scale the responses. The Analytical Techniques used to analyse &
interpret data was Microsoft Excel.
The findings were that majority of the respondents were 18-45 years old and most
of the respondents used the brand ID fresh. The respondents considered price, quality,
availability, quantity offered in the package and freshness as important parameters. The
respondents considered the factors namely brand name, easy to cook and quality on a
very important factor/ parameter.
The major suggestions made to the company were that the advertisements &
promotional activities have to be aggressive in order to deal with existing competitors.
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Saneep Kumar, Entry Level Marketing Strategy For ITC to Enter RTC (Ready to Cook) Industry