A study of the king-size segment in Guwahati and Shillong; ITC Ltd., Guwahati

Abstract

This study has been carried out keeping in mind the following primary objective; to study the king size segment in Guwahati and Shillong in relation to the distribution, the advertising and the after sales service. The following are the salient findings and a brief summary of the suggestions given in the report: 1. Since a significant number of the sample have endorsed the idea of distribution through clubs, office canteens, restaurants, bars and so on, it has been suggested that the company should start distributing through these outlets too. 2. The present displays in retail outlets are not as effective and an innovative change in their contents is highly desirable. 3. Direct contact with the retailers has revealed that there are some sincere ones who believe their customers to be precious. These are only a few, therefore it would benefit the company to increase their number, simultaneously developing a mutually fruitful relationship with them. 4. Regarding the irresponsibility of the hawkers it would be advisable for the company to ensure their regularity in order that the outlet owners are not alienated. 5. The fact that customers have expressed their wish to avail of the services of the 'Classic boy' once again gives the company a fair chance to enhance its image in the eyes of its more important customers if it could fill the vacancy at the earliest. 6. The proportion of respondents who received damaged cigarettes on purchase being considerably high i. e. 68.757. in Guwahati and 60. 987. in Shillong it is required for the company to avoid supplying low quality cigarettes and also evolve some mechanism for compensating the retailers for defective supplies. 7. There appears to be inadequate coverage of a certain areas of the market especially with respect to premium brands. Hence, it would be advisable for the company to widen its distribution by increasing the number of hawkers working with the wholesale dealers or increase the number of wholesale dealers themselves by adding one more to the channel. 8. In order that the retailers in certain areas in Shillong may safely undertake the sale of premium brand sans facing the threat of local miscreants it is suggested that the company should take a protective stand over its retailers. It could appeal to the local authorities to take action against such persons and prevent the recurrence of their activities.