Professional Documents
Culture Documents
MBA Marketing Project Report On ITC
MBA Marketing Project Report On ITC
ACKNOWLEDGEMENT
Before I get into the thick of the things I would like to add a few genuine words for the
people who were part of this project in numerous ways. People, who gave unending support
right from the stage the project was started, appreciated and encouraged when being depressed.
In this context I would like to express my gratitude towards my parents and family members
who have constantly supported and played a pivotal role in shaping my career.
I take this opportunity to express my gratitude to Mr. S. CHAKROVARTY (T.D.M) and Mrs. M.
Rama (HR) of ITC who have given me an opportunity to do the project in their esteemed
organization.
I would also like to thank Mr. ARVIND and Mr. Kamal (MARKETING) without their support this
project couldnt have been in the form in which it is now. I owe more than what I can mention
mostly for teaching me to see the silver lining in every dark cloud.
I totally be indebted my regards to my External guide Mr. S. Gupta (C.E.) and Mr. Ravi
(P.S.R.) for their co-operation in the successful completion of the project.
And finally I would like to thank my friends for their unending support.
Table of content
Chapter 1
1. Company Profile
a.
Nature of business
Market share
d. Key Executives
e.
4-10
11-13
14-16
17-19
20-22
23-24
25-27
28-30
Personal
b. Professional
Chapter 2
Bibliography
31
Company profile
Nature of business
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India
Limited. As the Company's ownership progressively Indianised, the name of the Company was
changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited
in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business
portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information
Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle
Retailing, Education & Stationery and Personal Care - the full stops in the Company's name were
removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'
As one of India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "ITC believes that its aspiration to create
enduring value for the nation provides the motive force to sustain growing shareholder value.
ITC practices this philosophy by not only driving each of its businesses towards international
competitiveness but by also consciously contributing to enhancing the competitiveness of the
larger value chain of which it is a part."
ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers
of growth anchored on its time-tested core competencies: unmatched distribution reach, superior
brand-building capabilities, effective supply chain management and acknowledged service skills
in hoteliering. Over time, the strategic forays into new businesses are expected to garner a
significant share of these emerging high-growth markets in India.
empowering Indian farmers through the power of the Internet. This transformational strategy,
which has already become the subject matter of a case study at Harvard Business School, is
expected to progressively create for ITC a huge rural distribution infrastructure, significantly
enhancing the Company's marketing reach.
ITC's wholly owned Information Technology subsidiary, ITC InfoTech India Ltd, provides IT
services and solutions to leading global customers. ITC InfoTech has carved a niche for itself by
addressing customer challenges through innovative IT solutions.
ITC's production facilities and hotels have won numerous national and international awards for
quality, productivity, safety and environment management systems. ITC was the first company in
India to voluntarily seek a corporate governance rating.
ITC employs over 26,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalizing
environment to consistently reward more than 4, 14,000 shareholders, fulfill the aspirations of its
stakeholders and meet societal expectations. This over-arching vision of the company is
expressively captured in its corporate positioning statement: "Enduring Value, for the Nation, For
the Shareholder."
Market share
ITC Limited (BSE: 500875) public conglomerate company headquartered in Kolkata, India.[1]
Its turnover is $6 billion and a market capitalization of over $30 Billion. The company has its
registered office in Kolkata. It started off as the Imperial Tobacco Company, and shares ancestry
with Imperial Tobacco of the United Kingdom, but it is now fully independent, and was
rechristened to Indian Tobacco Company in 1970 and then to I.T.C. Limited in 1974
The company is currently headed by Yogesh Chander Deveshwar. It employs over 26,000 people
at more than 60 locations across India and is listed on Forbes 2000. ITC Limited completed 100
years on 24 August 2010.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging,
Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel,
Personal Care, Stationery, Safety Matches and other FMCG products. While ITC is an
outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards,
Packaging and Agri-Exports, it is rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery.
ITC's aspiration to be an exemplar in sustainability practices is manifest in its status as the only
company in the world of its size and diversity to be 'carbon positive', 'water positive' and 'solid
waste recycling positive.' In addition, ITC's businesses have created sustainable livelihoods for
more than 5 million people, a majority of whom represent the poorest in rural India.
Key Executives
Organization Structure at HQ
experience
of
transporting
and
distributing
tobacco
sectors
including
cigarettes,
hotels,
paper,
personal
care,
greetings
cards,
Information
from
farmers
under
and
purposeful
then
brand
blend
names
them
such
for
as
capita
consumption
of
personal
care
emerging
consumer
society
that
ultimately
new
Internal Vitality
Market Standing
Profitability
Strategy
of
Organization
and
Governance
processes
geared to
Manage multiple businesses
Blend core competencies and leverage ITC umbrella
strengths to
Create new avenues of growth.
Apart from crafting business models that establish direct linkages
between
businesses
and
societal
goals,
ITC
is
also
engaged
in
for
the
environment.
Several
prestigious
national
and
commitment.
Such
recognition
has
further
reinforced
the
locations
to
continuously
improve
sustainability
practices,
to
sales,
as
well
as
assisting
with
merchandising
and
Developing
mentoring
new
staff
to
satisfy
customer
service
requirements.
Maintaining professional strong working relationship with external and
internal customers, colleagues, and customer service management.
Supporting
decisions
made
by
customer
service
management
and
preparing
and
organizations
standard
policies
Assisting
developing
and
the
documentation
procedures
towards
of
the
customer
service.
How does my work fit into the overall goal of the company
One thing every business person knows about sales is that theres never
enough. A business doesnt succeed by standing still. To be successful,
you have to drive more sales than ever before. Setting sales performance
goals is a crucial step in increasing top-line revenue. But setting arbitrary
goals can do more harm than good. Follow these steps to get the most out
of your sales staff
Increases sales
Increases profits
his
competencies
to
shoulder
higher
two
individuals
are
involved
in
assessing
manager's
performance.
Remuneration
changes
are
made
once
every
year
based
on
the
Managers are provided with company maintained cars and the facility of a
club membership for business purposes.
All managers are members of ITC's Retirement Funds, the Pension Scheme
being one of the most attractive in the country.
Other benefits include the facility of holiday homes, assistance for further
education/self development etc.
The Company believes that as the competitive scenario gets more intense,
specialism will increasingly become a source of unique competitive
advantage. Certain specialisms are enhanced by extended and in-depth
application and 'longevity' in a position. This requires a unique approach
to career management of such 'specialists.'
Product
Instrumentation
Development
Specialist,
Specialist,
Agronomist,
Process
Commodity
Specialist,
Trader,
Forex
6.
Use
of
IT
as
productivity
enhancer
in
your
organization
IT transformation is a key factor in achieving high performance for
retailers.
Streamline
performance.
information
technology
to
enhance
overall
Transaction processing
As the hype around technology decreases, retailers are seeing clearly that
technology's role is one of an enabler, speeding up of processes and
delivering cost savings. The retail industry faces specific IT management
challenges:
Transparency and Tracking: Retailers need greater transparency between
systems and better tracking to integrate systems from manufacturer
through to consumer to obtain customer and sales information.
Decision making
Customer Data: Information overload is a challenge for retailers because
they need to collect and sift through data to convert it into useful
information in a customer-centric industry.
Global
Data
Synchronization:
identification/electronic
product
Enabled
coding,
the
by
entire
radio
supply
frequency
chain
is
Performance tracking
Collaborates
with
companies
to
meet
the
need
for
positive
IT
to consider this proactive marketing. The opportunity cost saved is not having
uncontrolled rumors online. Many PR firms are starting to offer this service, but they
dont really get it and wont be able to react as quickly as someone in your company
culture who understands your brand.
Start with an intern and scale from there.
2. Customer service In todays economy no single thing matters as much for your
sales and loyalty as building a great customer service brand. This is an area of
marketing often overlooked or muddled with expensive and hard-to-use processes.
If you are even aware of your customer service problem it is likely you first came
across it the way most consumers find you: You found a review about your company
online, via a search engine, and it was probably not flattering.
Online reviews are here to stay and many current and potential customers use them
to help guide their online research in deciding where to buy. You can leverage the
world of online reviews in your favor and often have more effect on purchase intent
than the best TV commercial.
Whether you have a large customer service department, no customer service
department, already have a good customer service reputation or need to build one,
today many new online customer service tools exist that are often free or low cost.
What you can do now - Start asking your customers to review you on business sites
like Angieslist.com and customer service sites like MeasuredUp.com. By confidently
asking customers for business and customer service reviews, you will in no time
have dozens of complimentary reviews of your company online. These will negate
most bad reviews, increase your positioning on search engines and help interested,
potential customers find and trust you when researching online. The goal here is not
to have only good reviews as even the best companies have some bad reviews
about them online. The goal is to have a balance and to demonstrate through
association that your brand is focused on improving.
3. Online comments The Internet is talking about you whether you like it or not.
On thousands of sites, content that mentions you or a competitor is constantly
being added. You need to join this conversation, even if you cant control it.
What you can do now - Take that intern who is working on Facebook, Twitter and
blogs and have him also spend five hours a week searching for reviews about your
company or articles about something that is relevant to your business. When there
is a comment field, have the intern write some intelligent content in response. State
that they are an employee of the company and include a URL to your site. Do not
try and pretend to be consumer as this will likely be found out and create further
uncomplimentary content. This effort will help rebut negative views, show your
company cares about its reputation and will help drive traffic to your company Web
site. If you come across compliments, add on a quick "Thank You" comment, saying
that you care about your reputation and appreciate the support of customers.
4. PR - You have more to say about your business than you realize. Regular press
releases about important company events, news or upgrades are often overlooked.
Generate interest from journalists by creating content that will interest them.
What you can do now You know your business and the kinds of things the press
wants to cover. Often, the press does not have the resources to generate data for a
story. Create a poll on your Web site based on a topic of interest and then pitch the
results to your press contacts. This will often lead to an exclusive or inclusion in a
larger story about the topic.
If you have good contacts you also can pre-pitch an idea to them to gauge interest
and then create the poll customized to their needs. Polls like these help raise your
companys credibility build your reputation and keep your brand in front of
customers.
With these easy and inexpensive marketing tips, you can quickly augment your
existing marketing efforts and start to raise your company's social media, customer
service, online and PR profile while helping increase sales and build online
reputation.
8. Learning experience
Personal
The thought of a career in sales can be a very daunting prospect,
Confident
Well spoken
Bibliography
ITC website