INDIAN TOBACCO COMPANY LIMITED

ITC
 One of India’s most Admired and Valuable companies - Market
Capitalisation: ~Rs. 3.2 lakh crores
 A US$ 10.8 billion enterprise by Gross Sales Value - 60% of net revenue
from non-Cigarette segments
 Leading Fast Moving Consumer Goods (FMCG) marketer in India -
Established over 25 world-class mother brands within a short span of time
 10 year Value Addition ~ Rs. 3.5 lakh crores (US$ 59 billion). - Among the
top tax payers in the country
 ITC & its Group Companies employ over 34,000 people directly;
Sustainable development models and value chains have supported creation
of ~6 million sustainable livelihoods
 A global exemplar in sustainable business practices - Only enterprise in the
world of comparable dimensions to have achieved and sustained the 3 key
global indices of environmental sustainability of being 'water positive' (for
17 years), 'carbon positive' (for 14 years), and 'solid waste recycling
positive' (for 12 years)
MARKET SHARE
PRODUCT CATEGORY
FOOD AND FOOD PRODUCTS
RECENT LAUNCHES.
GROWTH IN FMCG PRODUCT
AGRIBUSINESS
 ITC’S AGRI COMMODITY BUSINESS
 Distinctive sourcing capability for ITC’s Branded Packaged Foods Businesses − Identity-

preserved superior quality wheat for ‘Aashirvaad’ atta − Superior quality Indian fruit pulp for ‘B

Natural’ range of juices − Sourcing support for ‘Aashirvaad’ and ‘ITC Master Chef’ spices −

Scale up in milk procurement for ‘Aashirvaad Svasti’ range dairy products

 Farm linkages in 17 States covering Wheat, Oilseeds, Coffee, Spices, Milk etc.

 Unique Customer Relationship Management programme for commodity customers in both

domestic and international markets

 Leveraging Information Technology for the transformational ‘e-Choupal’ initiative – Rural

India’s largest Internet-based intervention with over 35000 villages linked through around 6100

e-Choupals servicing about 4 million farmers – Strategic sourcing support to the Branded

Packaged Foods Businesses – Cost-effective sourcing for exports/domestic external business

 Value-Added segment scaled up ‒ Frozen Snacks continues to receive encouraging consumer

response, and being scaled up. ‒ Launched attribute based Staples (Maida & Suji) in the Food

Service channel.
MARKETING STRATERGY
SEGMENTATION, TARGETING, POSITIONING
IN THE MARKETING STRATEGY OF ITC-

 ITC as a brand caters to the needs of a diverse range of

consumer segments which is done by segmenting the
population based on similar sorts of characteristics.
 ITC uses a mix of geographic demographic and 
psychographic segmentation variables such as
profession, income class, gender, age, region, behavior
etc.
 ITC uses selective and differentiated targeting strategy is
used by the company for offerings of the different group
of companies.
BCG MATRIX IN THE MARKETING STRATEGY OF ITC –
 BRAND EQUITY IN
THE MARKETING STRATEGY OF
ITC –
 ITC has been ranked 772 on Forbes magazine list of top
2000 companies globally. The brand has been valued at
$51.5 billion as of June 2018.
 ITC also features at 239ranksk in worlds best employers
list of Forbes Magazine and Asia’s 50 biggest
performing companies list compiled by Business Week.
 DISTRIBUTION STRATEGY IN THE MARKETING
STRATEGY OF ITC –

The company operates with its own sales channel, products are made available to the
wholesale dealers through Carried & Forward Agents (CFA’s) which is then forwarded
to the Retailers in towns directly or through Small Wholesale Dealers to reach the
consumers in the remotest of locations of the country.
 CUSTOMER ANALYSIS IN THE
MARKETING STRATEGY OF ITC –
 With its varied range of products and services, ITC
caters customers to all range of customers ranging from
the age group of 5-60 years and even morewith its
products ranging from Candyman, Mint-o to Aashirvaad
etc.
 In B2B segment ITC serves to the needs of various
companies as well though ITC Infotech in IT sector to
ITC Hotels in the Hospitality sector.
 PROMOTIONAL STRATEGY IN THE MARKETING
STRATEGY OF ITC –

 Over the years ITC has been doing Surrogate

Advertising for its Wills brand of Cigarettes.
 For various segments like Ashirvaad, Bingo, Sunfeast,
Bingo in Food products Fiama, Di wills, Engage in
Personal care segment and education stationary segment
Classmate ITC has been using both Above the Line (
ATL) and Below the Line (BTL) advertising strategies
with the frequent advertisement appearing on Televisions
and Newspapers respectively
THANK YOU