ITC

• Introduction, Mission, Vision

• 7 – V Model
• Consumer Value Model
• BCG Matrix
• SWOT Analysis
• Porter 5 Forces AGENDA
• Segmentation
• Targeting and Positioning
• Product Mix
• Product Life Cycle
• Promotional Activities
• Sustainability
Introducti on to the company
• ITC is one of India's foremost private sector
companies
• A market capitalisation of over US $ 22 billion
• A turnover of US $ 6 billion
• ITC is widely perceived to be dedicatedly
nation-oriented
• Diversified range of products in FMCG sector
• Core competencies: unmatched distribution
reach, superior brand-building capabilities,
effective supply chain management
• Corporate positioning statement: "Enduring
Value. For the Nation. For the Shareholder."
 Mission: To enhance the wealth
generating capability of the enterprise in  
globalising environment, delivering superior and
sustainable stakeholder value.

Vision: 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 Company’s stakeholders
 7-V MODEL
Value Exploration: Classification of consumer values into value models

Value Definition: Research & Choosing of a particular consumer value model

Value Proposition: Enduring Value. For the Nation. For the Shareholders

Value Offering: Translation of Value Proposition into reality

Value Delivery: Through very strong distribution network

Value Relationship: 100 years of relationships with superior value realization

Value Assessment: Further strengthening of marketing capabilities

 Consumer Value Models

• Fiama

Middle-RELATIONSHIP

Upper-RELATIONSHIP
• Vivel
• John • Essenza di
LOW – COST

• Superia players wills

• Sunfeast • Wills
• Classmate Lifestyle
• Paperkraft
PP
OO Potential Entrants: Strong competition from new entrants – Bingo vs
RR Mustt Chips, Sunfeast vs Milk bikies, Wills lifestyle vs Pantaloons

TT
EE Industry Competitors: Products of HUL and P&G like Dove,
RR Fritolays, shampoo, etc. Shirt brands like Arrow, Zodiac, etc.

’’
SS Supplier Power: Being an ethical company and a huge brand,
55 attracts many new suppliers.

FF
OO Buyer power: Not much impact on lower cost products; but
products like Wills lifestyle and Fiama affected; Essenza to attract
RR high spending population
CC
EE Substitutes: Fiama – Dove, Lux; John players – Zodiac, Provogue;
SS increasing dealer margins; advertisements to retain market segment
 PROBLEM
STARS CHILDREN
• Paperboards and Packaging
• Food Lifestyle Retailing
• Agri business
• Hotels BCG
Matrix of
ITC
COWS DOGS
Cigarettes
 SWOT Analysis
Strengths Weaknesses

• Strong distribution network • Over dependence on tobacco

• Brand name division
• Diversified portfolio
• Quality

S
Opportunities
• India’s per capita FMCG
consumption on the rise
• India’s GDP & purchasing
power on the rise
Threats
• Increased competition
• Late entrant
• Negative social connotation
attached with “tobacco”
SEGMENTATION • LIFESTYLE

• INCOME
GEOGRAPHIC • GENDER

DEMOGRAPHIC • METROS
• TIER 1
CITIES
PSYCHOGRAPHIC
• TOWNS
 TARGETING AND POSITIONING

• Food – Multi Aashirwaad

Kitchens of
Segment India Aata

U ti l i t y
• Personal Care – Average
Multi Segment
Wills Lifestyle Personal Care
• Lifestyle
Retailing –
Single segment E m o ti o n a l F a c t o r
 ITC FMCG

Lifestyle Education and Agarbattis and

Agro-products Personal Care
Retailing Stationary Matches

John players
Ashirwad flour Superia and Miss Classmate
Players

Candyman Vivel and Fiama Wills Lifestyle Paperkraft

Bingo Essenza di wills

PRODUCT
Sunfeast
MIX
 PRODUCT LIFE CYCLE
INTRODUCTION GROWTH MATURITY DECLINE
Advertisement Campaigns
 Sustainability
ENVIRONMENTAL

• ITC has been ‘Carbon Positive’ four years in a row

• ‘Water Positive’ seven years in a row
• Solid Waste Recycling Positive
• All Environment, Health and Safety Management Systems in ITC
conform to international standards

SOCIAL

• ITC’s businesses generate livelihoods for over 5 million people.

• ITC’s globally recognised e-Choupal initiative is the world’s largest rural
digital infrastructure benefiting over 4 million farmers.
• ITC’s Sustainable Community Development initiatives include
women’s empowerment and supplementary education
 ●
Reevaluation of Apparel
Segment
CONCLUSION ●
Leverage on the brand
(WAY value & CSR
●
Rural population
FORWARD) ●
Strategic alliances
●
Go global
 http://www.itcportal.com/

REFEREN
CES
http://www.itcportal.com/about-itc/itc-values/vision-and-mission.aspx

http://www.itcportal.com/sustainability/sustainability.aspx

http://en.wikipedia.org/wiki/ITC_Limited

http://www.economywatch.com/world-industries/fmcg.html

http://www.scribd.com/doc/36406689/ITC

http://www.itcportal.com/newsroom/press09oct07.htm