SUBMITTED BY:

GROUP 1

SHRUTI PAWAR - 143105

ISHIEKA JAIN - 143107
SOUPARNA PALIT -
143108
SULAGNA BISWAS -
143109
UDAY VEER - 143110
UDITA CHATTERJEE -
143111
 Company Overview
● One of India’s most admired and valuable companies
● A US$ 10.6 billion enterprise by gross sales value
● Leading FMCG Marketer in India
● 10 year value addition - Rs. 3.8 lakh crore
● ITC and its group companies employ over 36,500
people directly
● Global example in sustainable business
● Rated AA by MSCI-ESG
● Ranked #1 among peers and #3 overall on ESG
performance
 ITC HISTORY

1910 1974
ITC incorporated under Name changed to 1979 2000
the name of Imperial Indian Tobacco ITC entered paper Lifestyle retailing
Tobacco Company of Company boards business business and ITC
India Ltd Infotech ltd

1925 1975 1990

Packaging and International business
ITC launched their
Printing business division for export of
hotel business
division was set up agri commodities
BUSINESS SEGMENTS
ITC Business Portfolio
SEGMENTING AND TARGETING BY ITC
SINGLE SEGMENTATION SELECTIVE
SEGMENTATION

Product line such as John Hotels ranging from Luxury to

Players, Miss Players heritage to business hotel

FULL MARKET COVER PRODUCT

SEGMENTATION

50 Variants of cigarettes in Aashiwaad aata - UP

the segment to cater to the Chakki to diet variants
entire market
 Offline Channel Characteristics
Manufacturing Units:
• Separate for each product
line
• Contract Manufacturing
• Backward Integration
• E-Chaupals
Distribution Channels
• Distributors are exclusive
• Distributors selected based on infrastructures, Delivery
Van, Computer, Warehouse, Salesforce and based on
Population of the area
• FMCG & personal care 3% margin while 1.45% for
cigarettes
• Average ROI=25-30%
• NO credit offered by ITC
 Offline Sales Channels
Manufacturing
Manufacturing Manufacturing Manufacturing
Unit - Food
Unit- Atta Unit - Biscuits Unit-Cigarettes
Products

Hub

Distributors

Modern
Other outlets Retailers Wholesalers
Trade

Small
retailers
 Online Channel Characteristics

Own Online Retail Presence on Major Ecommerce Incentivises large orders

Store Platforms
 Online Sales Channels
Manufacturing
Manufacturing Manufacturing Manufacturing
Unit - Food
Unit- Atta Unit - Biscuits Unit-Cigarettes
Products

Hub

Ecommerce
ITCstore.in
Partners
 Rural Marketing
● Dedicated retail Infrastructure in
Tier III and Tier IV towns

● Continuous and sustained

engagement with the rural
audience

Choupal ● Customised below-the-line

Sanchalak engagement platforms
Sagar
Farmers + ITC
PC & Internet ● Direct interaction with farmers
Samyojak and the rural population

● Establishment and alignment of

rural distribution and sales
channels for multiple
organisations

E-CHOUPAL
Sales Hierarchy
District Manager

Regional Branch Manager

Branch Manager

Assistant Manager

Area Manager

Area Executive

Sales Trainee
 Roles of Salesman
● Prospecting - Searching for new outlets
● Targeting - Visiting potential outlets
● Communicating - Information about products and offers
● An order taker - As per requirement in retail and
convenience outlet
● Selling to retailers and convenience stores
● Servicing - Removal of damaged/expired products
● Information gathering - About needs/ preferences of
customers
● Allocating - Fixed time to each outlets
● Cash collection
 Functions of Salesforce
● To prepare the marketing plan at the beginning of
every year, taking into consideration the demand,
sales, production capacity and customer performance.
● To promote the products through media and
advertisement.
● To study the market, competitors' products and their
strategies.
● To make the product available at right time.
ISSUES FACED BY SALESFORCE
COMPLEX
SALES FORCE HUGE
AUTOMATION TARGETS

WEAK SUPPLY TRUST

CHAIN DEFICIT
 ISSUES FACED BY DEALERS
REDUCED
COVID 19
EARNING
PANDEMIC
MARGIN

UNSOLD CREDIT
STOCK ALLOCATION
 Issues and Recommendations
ISSUES RECOMMENDATIONS

Realization of lower ROI by distributors Better control, faster collection of damaged and
expired goods, smaller slabs for volume based
schemes

Impact due to emergence of modern trade format Monitoring the modern trade channels ensuring they
do not drop price after a certain level, additional
benefits should only be used when necessary

Issues with personal care category Steady price, creating a pull for the products,
selective stocking of products

Rate cutting due to emergence of parallel channel Monitor prices and services of cash and carry stores,
SKUs specific to certain store format

Frequent new product launches Additional incentives or additional margins to be

provided, invest on increasing the visibility during
launch period,
THANK YOU !!