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ITC Limited

HISTORY
ITC was incorporated on August 24,1910 under the name of IMPERIAL TOBACCO COMPANY of India ltd.
In 1974 companys name was changed to INDIAN TOBACCO COMPANY LTD. From September 18,2001, companys name has effectively become ITC Ltd.

ABOUT THE COMPANY


Founder Henry Overton Wills Diversified group of companies with operations in various industry segments from cigarettes to apparels. One of the largest retailing network in the country Annual turnover is of the order US$7 billion Products Cigarettes, hotels, apparels, paper, etc Diversified product portfolio Direct group employment of 29000

Vission
Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Companys stakeholders

Mission
To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value

FMCG & CIGRATES

HOTELS & I.T.

Agri Business

PAPERBOARD & PACKAGING 6

Product Mix of ITC Ltd


FMCG Cigarettes Foods Lifestyle Retailing Education Stationary & Hotels Paper boards & Packaging IT AgriBusiness Leaf Tobacco

Paper Boards
Packing

Agri Commoditie

Safety Matches e-Choupal

Agarbaties

Hotels & Tourism

ITCs Hotel Business


1.ITC made its entry into the HOTELS business in 1975 from chennai. 2.It consists of over 70 hotels across India 3.These include super deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels.

Category
Luxury Upper upscale Upscale - mid-scale Heritage

Brand
ITC Hotel: Luxury Collection WelcomHotel: Sheraton Fortune Hotels WelcomHeritage

Positioning
"Mansions of Luxury" "Passion for Quality" "Promise of True Value" "Unique Experiences"

FMCG PRODUCTS
1. 2. 3. 4. 5. CIGARETTES FOODS LIFESTYLE RETAILING PERSONAL CASE EDUCATION AND STATIONARY 6. SAFETY MATCHES 7. AGARBATTIS

FMCG - Cigarettes

ITCs Cigarettes Business

Market leader in India

Highly popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake

Extensive FMCG distribution network

FOODS

FOODS

Ready To Eat

Staples

Confectionery Snack Foods

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Kitchens of India pickles, masalas, curry pastes, ready made foods


Aashirvaad atta, salt, paste, chilli powders

ITCs Information & Technology Business

ITC InfoTech, a global IT services company, is today one of Indias fastest growing IT and ITES service providers Providing outsourced IT solutions and services to leading global customers ITC InfoTech has a strength of over 2,000 employees and delivery centers across North America, Europe and Asia-Pacific that serve Fortune-listed companies in 42 countries ITC InfoTech conforms to the highest standards in international process Quality

ITCs Paperboard business


ITC's Paperboards business has a manufacturing capacity of over 360,000 tones per year

India's market leader across all carton-consuming segments including cigarettes, foods, beverages and many more.

ITC is a front-runner in introducing environment-friendly Elemental Chlorine Free (ECF) technology

It is the first-mover in the field of collecting and recycling postconsumer waste from residential localities, corporate and educational institutes

ITCs Agri-Business
ITC's International Business Division ( IBD) is the country's second largest exporter of agri-products with exports of over Rs. 1000 Corers (Rs. 10 billion) IBD domestic sales of agri-products are in excess of Rs. 1500 Crores (Rs. 15 billion)

ITCs E-choupal
IBD starts e-choupal for the Indian formers:
Over

38000 villages linked through around over 3.5 million farmers

6400 e-Choupals
Servicing Formers

sell their products directly to the

company

12 Choupal Saagars operational; 8 more to be launched shortly (40 nos. over the next 18 months)

ITC and its Integrated marketing Activities


Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.

Among the various things you do on the big four networking platforms on the internet YouTube, Facebook, Google and Twitter the common feature is sharing. While these platforms cater to different needs and uses for the youth, the common factor that binds all is the need to share.

Brand Ambassador's

Brand Ambassador's

Hritik Roshan

Ranbir Kapoor

SUNFEAT- PROMOTION MOTHERS ( THRU AWARENESS ADS) CHILDREN ( THRU ADS ON CARTOON CHANNELS AND PROMOTIONAL GIFTS) TEENAGERS( SUNFEAST OPEN) GENERAL PUBLIC( SHAHRUKH KHAN, SURYA, SANIA MIRZA)

INDIAN SNACKS INDUSTRY


Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.
Branded segment is growing around 25% per annum Major players in branded segment include Frito Lay and Haldirams

Potato based snacks constitutes the largest segment of the industry

About
Launched by ITC on 14th March 2007 Aim to capture 25% market share Challenge to the Frito Lays Includes an array of products in both Potato Chips & Finger Snacks segment

Flavours
Research: Demand for novelty and excitement in exiting snacks
Taste: Came up with 16 Innovative Flavors Traditional Segment

Western Segment Finger Snacks Segment

TARGETING (Choosing a specific segment for the campaign)

POSITIONING

(Designing a distinctive message to appeal to the targeted segment)

On what basis can a market be segmented ?


DEMOGRAPHIC Age Income Gender Occupation Education PSYCHOGRAPHICS Personality AIO(attitudes, interest, opinion)

USAGE PATTERNS Heavy Medium Light

BUYING BEHAVOR Initiator Evaluator Decision maker Purchaser

12 - 20 Years > 50 Years 3550 Year s 20-35 Years

Conservative, reserved, shy

Outgoing, Fun Loving, Bindaas

Segmentation
Age Group Attitude/Behavior Geography Taste

Demographic (Age Group)


NORTH

Psychographic (Attitude / Behavior)


Plain Salted

WEST

EAST

Mustard Sting

Nimbu flavour Spicy / Red Chilly

SOUTH

Indian Geography

Taste

TARGETING

20-35 Years
Plain Salted

Outgoing, Fun Loving, Bindaas

Demographic Age Group


Mustard Sting
Nimb u Spicy Spicy / Red Chilly

Attitude / Behavior

Zones & Taste

POSITIONING
Youthful positioning

Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka Utilized the concept of CROWDSOURCING for Bingo Mad Angles

BRANDING STRATEGY

Whats in my name ?? (brand name)


Catchy
Trendy and Fun

Exclamation Mark

Easy to Pronounce

Recallable

Who am I?? (Brand identity)


A brand with various flavors
A youthful, fun and colorful brand Unique shapes Easy punch line

How do I look? (Brand Packaging)


Attractive packaging Pictorial view of the flavour Names provided to various variants

What do I portray? (Brand Personality)

Innovative:

Unique shape Unique musical sound

Experimentative:
masti,

Flavours like achari red chilly dhamaka

Promotional Strategy of

Promotional Strategy of
Launched during World Cup 2007 Slapstick humor & Irrelevant theme Blitz Krieg promotion Bingo National Gaming Championship

Distribution Strategy of

POS material

Retailers

Alliance with Future Group

Viral Marketing
Content that encourages people to pass on the message is referred as Viral and the strategy is called as Viral marketing.

Induces Web sites or users to pass on a marketing


message to other sites or users.
It can be done through buzzwords, word of mouth and viral video etc.

Methods
Internet Search Engines & Blogs. Social Media Interconnectivity
Television & Radio Multiple forms of Print and Direct Marketing Customer Participation & Polling services SMS

Observation and recommendation


Extra quantity should be comminuted through other channels too
Mini promotion for certain varieties

Increase association with slapstick humor TV shows Position Bingo! As a replacement snacks during TV breaks and with refreshment in cinemas

NO FULL STOP FOR ITC!!


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