Marketing Management

ITC
2020-22

Submitted To: Submitted By:

Prof. Sahil Jasrotia Akshay Bhaudria
Akhil Nandwana
Prakrati rai (0130)
 Table of Content
Acknowledgement
About ITC
Market Strategy
STP Analysis
1. Segmentation
 Behavioural
 Psychographic
 Demographic
 Geographic
Conclusion

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 Acknowledgement

In this report, without the kind help and assistance of many organizations and individuals,
however, it would not have been possible. We would like to dedicate this report to all of
them.
I deeply thank my mentor, Prof. Sahil Jarosita their guidance and continuous supervision, as
well as the provision of required project knowledge and their support for the completion of
the project.
I would like to express my sincere gratitude toward my parents and Jaipuria Institute of
Management member for their kind cooperation and encouragement that helps me to
complete this project, and I would also like to express my utmost gratitude and thanks to
industry people who give me such attention and time.
Our deepest gratitude also go to my partner in creating the project and to individuals who
have assisted me with their abilities willingly.”

Thank you
Akshay Bhaduria
Akhil Nandwana
Prakrati Rai
Jaipuria Institute of Management
 About ITC
ITC Limited is frequently known as ITC and is a publicly-traded corporation of Mixed
heritage. It is a conglomerate that is concerned with so many sectors such as FMCG,
Information and Technology, Agri-Business, Paperboards and Packaging, Hotel and Services.
ITC was organized as the Imperial Tobacco Company of India Limited in 1910, but in 1974 it
was renamed ITC Limited.
Market Strategy

Designing of the Customer – driven Marketing Strategy

The main four major steps in designing a customer – value driven marketing
strategy.

In the first two step, the company select the customers that it will serve.

 Market Segmentation basically means dividing the total market into

smaller segments depending on the needs, characteristics, or behaviours.
 Market targeting it means that select the segment or segments to enter
attractiveness and selecting one or more market segment to enter.

In the final two step the company decide about the value proposition that how to
create value for the target customers.

 Differentiation means differentiate the market offering to create superior

customer value.
 Positioning means the offering made by market in the minds of the target
customers.

“STP Model – Segmentation, Targeting, Positioning”

Segmentation, Targeting and Positioning

Segmenting, Targeting and Positioning (STP) is a broad framework that summarizes and
simplifies the process of market segmentation. Market segmentation is a process, in which
groups of buyers within a market are divided and profiled according to a range of variables,
which determine the market characteristics and tendencies. The processes of segmentation,
targeting and positioning are parts of a chronological order for market segmentation.
 Segmentation: It comprises identifying the market to be segmented; identification,
selection, and application of bases to be used in that segmentation; and development of
profiles.

 Targeting: It is the process of identifying the most attractive segments from the
segmentation stage, usually the ones most profitable for the business.

 Positioning: It is the final process, and is the more business-orientated stage, where the
business must assess its competitive advantage and position itself in the consumer's
minds to be the more attractive option in these categories.

STP Analysis of ITC

Segmentation
As a company, ITC serves the demands of a diverse variety of market markets by segmenting
the population-based on common types of features.

A combination of regional demographic and psychographic segmentation factors such as

occupation, income status, gender, age, area, behavior, etc. are used by ITC.

Behavioural  Approach-

Dividing the market into consumer-based divisions based on a product's awareness,

behavior, uses, or responses.

Occasions - Dinners, Parties, Family functions

Benefits - Taste, Flavours

The effect of Covid -19 on the ITC food sector and if we analyse consumer preferences in the
context of the ITC food industry and their changes in consumer affordability after the
pandemic, their impact on consumer behavior on the purchase of ITC food products.  

Only 47.4 % of the majority during lockdown period, but due to fear of Covid-19, 52.6
percent of persons do not show much interest in purchasing outside packed food. Often ITC
follows safety protocols and still produces food for hygiene.

Psychographic Approach –

Dividing a market according to lifestyle or personality traits into various

divisions.

Social class – Upper, Middle

Lifestyle / Personality Characteristics - Enthusiastic, Go-getters, ambitious

Basically, if we see the psychographic approach, one factor in the ITC includes lifestyle
features. As a lifestyle, only one brand, such as WLS, describes a consumer's lifestyle or
personality characteristics. The promise of purity, quality, and craftsmanship from WLS. As
a crafted selection of contemporary wear for formals and casuals. It inspired the distinct and
unique indigenous to various regions of the country, art, and crafts, and combined with
western silhouettes for the Global Indian.

 Demographic  Approach –

Dividing the market into segments based on variables such as age, life, stage
of the cycle, gender, income, workplace, education, ideology, ethnicity, and
generation.

Age - All age groups use the product of ITC, but 10- 40 should be a range they look at.

Gender- Males and Females

Income- High income, Average income, Low income

Occupation- Students, Employees, Professionals

In every segment of the market, ITC has a position. The ITC business is focused primarily on quality
and innovation. It was found that the food product, the lifestyle of the personal care product. ITC
conducts the demographic segment based on the revenue segment, the gender segment that can, the
product and service marketers such as clothing, cosmetics, food products.

Gender Segment – Dividing a market into various gender-based segments.

Income Segment- Dividing a market into various income – based segments.

ITC target the every age group people along with income group in order to satisfy its customer.
Mainly focus on the household product especially mothers household product like aashirvaad Atta,
ghee, salts, spices which ready to eat meals and to mix for the moment.
Several companies - family groups, retail stores divisions effectively serve low- and middle-income
groups. Families with incomes below $30000 form the main demand for such shops. They are still
searching for the nation's fastest-m rising retailers in the lower-middle class.

Geographic Approach –

Dividing a market into multiple regional units, including nations, territories, districts,
towns, towns, etc.

Region: Domestic

Density: Urban/Rural

ITC reach is very vast because of their distribution system. Hence, it moves beyond the urban
contours.
Dividing a market into multiple regional units, including nations, territories, districts, towns, towns,
etc. The best point here about the ITC company is that they have headquarter in India only in Kolkata.
It seems easy for the ITC to segments its customer on the geographic basis.
Just like the company channelized its business segment in different states, towns, cities, districts so
that it easily target its customers according to their geographic.
 Highlights of the ITC

 Herb harvesting: ITC to broaden the MAPs program

Aromatic and medicinal plants provide greater returns at a much lower rate.
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