final ppt 4 marketing (ITC)

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Information about final ppt 4 marketing (ITC)
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Published on April 27, 2010

Author: moarss

Source: authorstream.com

Slide 1: IN Scope of Marketing : Scope of Marketing The scope of ITC is ranging all issues including operations, designs, planning, economics and performance analysis of current communication networks and services. The idea behind the concept is to create a memorable phrase that will sum up the tone of a brand or product to reinforce the audience’s memory of a product/brand or company. Slide 3: GOODS: Ashirwad Indias most popular atta brand with over 50% market share. It is also present in spices and instant mixes. Mint-o It is the largest cough lozenge brand in India. Bingo A new introduction of finger snacks. Kitchens of India Pre-prepared foods design by ITC’s master chefs. Sun feast It’s ITC’s biscuit brand (and the sub-brand is also used on some pasta products). Slide 4: Services: ITC InfoTech, a global IT services company and a fully owned subsidiary of ITC ltd has been ranked amongst the “The Top specialty application development providers” in 2007 Global services 100 listing. Careers- Provides value addition to careers like: Exposure to world class manufacturing facilities and practices. Exposure to internationally bench marked marketing practices. Formal training and development programmes in India and overseas. Slide 5: Membership of Multidisciplinary task forces and project teams. Focused leadership development initiatives Cross functional and cross business opportunities. Hotels: ITC hotels were launched on oct 1975 with opening of its first hotel-Casla sherton in chennai.ITC welcome group hotels, palaces & resorts, is today one of the India’s finest hotel chains, with it’s distinctive logo of the hands folded in the traditional namaste which is widely recognized as the ultimate in Indian hospitality. They were the first hotel chain in mid 1980’s to foresee a boom in business travel and realized distinct needs of corporate travelers. Distinct Brands of hotels : Distinct Brands of hotels ITC hotels- luxury collection:- They are super deluxe and premium hotels located at strategic business & leisure locations. ITC welcome group sherton hotels:- They offer warm , comforting services to the global traveler and a chance to connect. Slide 7: Welcome hotels:- They offer five star hospitality for the discerning business and leisure traveler. Fortune hotels:- They offer full service properties all over India, including small towns & cities, ideal for the budget traveler. Welcome heritage:- They bring together a chain of palaces, forts, havelies & resorts that offer a unique experience. It endeavors to preserve ancient royal homes and historical Indian grandeur & opulence for the future Indian generations. Hospitals : Hospitals The Hyderabad based group of hospitals has launched a project in maharashtra in collaboration with ITC. The first project has been launched in nagpur where a 100- bed multi- specialty hospitals has been established. Ideas (Slogans) : Ideas (Slogans) It is the voice of the brand/product or company which primarily gives out the minimum momentum, thrust to push the brand in the minds of the customer. They are also be known as one-liners, punch lines or tag lines. Enduring value Information (Features) : Information (Features) It is the fourth largest sector in the economy and is responsible for 5% of total factory employment in the country. The sector also creates employment for three million people in downstream activities, much of which is disturbed in small towns & rural India. Low priced products for lower middle income group account for over 60% of sectors sales. Rural market account for 56% of total domestic FMCG demand. Slide 11: 71% of sales come from agro-based products. In 2000-01 it accounted for 8% of total corporate tax, 6% of central excise revenue and 7% of state tax revenues. Events : Events Aero smith rock concert Bingo Games & Competition:- E.g.- UTV Bindass channel (Sun yaar chill Maar) Sun feast Tennis Tournament:- Tennis Tournaments organized by Sun feast Persons (Brand Ambassadors) : Persons (Brand Ambassadors) Brand Ambassadors is a well connected person or a celebrity who is used to promote and advertise a product or service e.g. Wills Lifestyle:- Hrithik Roshan Fiama Di wills:- Deepika Padukone Bru Cappuccino:- Karan Johar Chocolaty candy “Maha choco”:- MS Dhoni Sun feast:- Shah Rukh Khan Slide 14: PREPOSITIONS OF ITC Slide 15: TYPES OF PREPOSITIONS There are numerous benefits both from customer service and financial fronts, to an enterprise. Some of these benefits are: • Back in business within minutes and not days • Return on investment when used just once • Rapid Installation • Customer Satisfaction • Automatic service restoration within seconds of disaster / backup activation • High speed connection options PREPOSITIONS OF ITC : PREPOSITIONS OF ITC Return on investment when used just once BENEFITS PROVIDED BY ITC TO ITS EMPLOYEES : BENEFITS PROVIDED BY ITC TO ITS EMPLOYEES Competitive wages Vacation, holiday and sick pay Medical, dental and vision insurance Short-and long-term disability Basic life and AD&D insurance 401K retirement savings plan with company matching Tuition reimbursement program Employee stock purchase plan• Discounted access to fitness facilities• Employee financial education• Employee wellness education BENEFITS PROVIDED BY ITC TO ITS EMPLOYEES : BENEFITS PROVIDED BY ITC TO ITS EMPLOYEES Medical Insurance Domestic Partner Benefits Flexible Spending Account (FSA) Employee Stock Purchase Plan (ESPP) Tuition Reimbursement Employee Assistance Program (EAP) Life/AD&D Insurance Short- and Long-Term Disability Business Travel Insurance Slide 19: PRODUCT MIX WHAT IS PRODUCT MIX : WHAT IS PRODUCT MIX Is a set of all products & items that the particular seller offers to buy it.. When a firm starts its marketing operations it starts with one product but later on it expands & diversifies by introducing more varieties of products.. PRODUCT MIX OF FMCG : PRODUCT MIX OF FMCG PRODUCT MIX OF FMCG : PRODUCT MIX OF FMCG IMP. POINTS OF PRODUCT OF MIX : IMP. POINTS OF PRODUCT OF MIX WIDTH LENGTH DEPTH CONSISTENCY ESSENTIALITES WIDTH : WIDTH WIDTH MEANS NUMBER OF PRODUCT LINES IN A PARTICULAR FIRM OR COMPANY.. WIDTH OF FMCG PRODUCT LINE IS -: 5.. LENGTH : LENGTH LENGTH MEANS THE TOTAL NUMBER OF ITEMS PRODUCED BY ALL THE PRODUCT LINES.. LENGTH OF ALL ITEMS PRODUCING IN FMCG IN ALL PRODUCT LINES :- 20.. DEPTH : DEPTH DEPTH MEANS NUMBER OF PRODUCTS & ITEMS AVAILABLE IN A PRODUCT LINE .. DEPTH OF ALL ITEMS PRODUCING IN A SINGLE PRODUCT LINE OF FMCG:- 4;4;4;4;4.. CONSISTENCY : CONSISTENCY CONSISTENCY MEANS TO HOW CLOSELY THE PRODUCT LINES ARE RELATED.. THESE PRODUCT LINES CAN BE MORE CONSISTENT & RELATED WHEN THESE ARE SOLD THROUGH SAME CHANNEL.. SOCIAL MARKETING CONCEPT : SOCIAL MARKETING CONCEPT ITC's businesses generate livelihoods for over 5 million people :- In line with its corporate vision to promote sustainable and inclusive growth, ITC has driven innovation to forge unique business models that synergise long-term shareholder value enhancement with the superordinate goal of creating greater societal capital. These unique initiatives have contributed towards creating meaningful livelihood opportunities for over 5 million people, predominantly from India’s rural poor. Slide 29: 2. ITC's globally recognised e-Choupal initiative is  the world's largest rural digital infrastructure benefiting over 4 million farming families :- ITC’s Agri Business Division, one of India’s largest exporters of agricultural commodities, has conceived e-Choupal as a more efficient supply chain aimed at delivering value to its customers around the world on a sustainable basis. The e-Choupal model has been specifically designed to tackle the challenges posed by the unique features of Indian agriculture, characterised by fragmented farms, weak infrastructure and the involvement of numerous intermediaries, among others Slide 30: 3. ITC's Social and Farm Forestry initiative has greened over 80,000 hectares creating an estimated 35 million person days of employment among the disadvantaged :- ITC’s social forestry programme simultaneously addresses the livelihood problems of marginal farmers and the ecological imperative of regenerating biomass and nurturing depleted soils Slide 31: 4. ITC's Watershed Development  Initiative brings precious water to nearly 35,000 hectares of drylands and moisture-stressed areas :- ITC’s watershed initiatives have led to an improvement in soil and moisture regimes – there is more land under irrigation, water tables have risen and farmers can harvest more than one crop, making it possible to live off the land round the year. ITC’s watershed development initiatives promote two vital objectives – water conservation and soil enrichment. Slide 32: 5. ITC's Sustainable Community Development initiatives include women empowerment, supplementary education, integrated animal husbandry programmes :- The confidence and skills generated among women by forming credit groups and managing businesses become assets to their communities. The empowerment of women has a catalytic effect in rural society, strengthening their voice in the community, forcing attention on human development issues of child rearing, education, health and gender parity. Slide 33: ITC’s encourage high levels of ‘Human Rights’ standards :- Our approach to managing human rights in the following distinct categories is as follows :- Our major businesses are vertically integrated across Divisions that follow ITC policies. We procure inputs for the Company’s agri-based businesses from state controlled trading platforms and the open market. We position our managers at all significant ‘outsourced’ manufacturing facilities (cigarettes and packaged foods) to ensure high standards of product quality and adherence to ITC’s guidelines on EHS and labour practices. Government officials also routinely inspect these units to ensure relevant labour and factory acts, which, inter alia, provide for the necessary EHS and labour practices standards. :  Segmentation Targeting Positioning S T P S E G M E N T A T I O N : S E G M E N T A T I O N Geographic : (ITC’s Products are available all over world) Rural Urban Demographic : (ITC’s Products are maid for every one) Age Gender Occupation Psychographic:(suits all lifestyle) Lifestyle Targeting : Targeting BETTING big on the farm sector, ITC is planning to increase its penetration in the rural areas like Uttar Pradesh, Madhya Pradesh, Rajasthan and Maharashtra to get a better return for their produce P O S I T I O N I N G : P O S I T I O N I N G In 70’s ITC have positioned itself by saying:- “For the gracious people” “A touch of Gold” It is still differentiating itself on the purity & quality of its experience. The brand stands for a celebratory attitude. “Celebrate the feeling” is the new message. MARKRTING MIX : MARKRTING MIX MARKETING MIX IS SET OF MARKETING TOOL THE FIRM USES TO PURSUE ITS MARKETING OBJECTIVE IN THE TARGET MARKET. PRODUCTPRICE PLACEPROMOTION : PRODUCTPRICE PLACEPROMOTION TOOLS OF MARKETING MIX APPLYING CONCEPT OF MARKETING MIX : APPLYING CONCEPT OF MARKETING MIX ITC is the market leader in cigarettes in India. With its wide range of invaluable brands, it has a leadership position in every segment of the market. It's highly popular portfolio of brands include, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.   The Company has been able to build on its leadership position because of its single minded focus on value creation for the consumer through significant investments in product design, innovation, manufacturing technology, quality, marketing and distribution. All initiatives are therefore worked upon with the intent to fortify market standing in the long term. This in turns aids in designing products which are contemporary and relevant to the changing attitudes and evolving socio economic profile of the country. This strategic focus on the consumer has paid ITC handsome dividends. PRODUCTITC PROVIDE HIGH QUALITY,VALUE PRICED PRODUCT TO ITS CUSTOMER. : PRODUCTITC PROVIDE HIGH QUALITY,VALUE PRICED PRODUCT TO ITS CUSTOMER. PRICE : PRICE PRICE OF ITC’s FMCG PRODUCT IS TOO AFFORDABLE THAT EACH CLASS CAN HAVE IT. PLACE. : PLACE. THE DEALER ARE PART OF MARKETING TEAM. ATTRACTIVE INCENTIVE LINKED WITH HIGH VOLUME ARE GIVEN TO DEALERS. PROMOTION : PROMOTION Promotion is the business of communicating with customers. ITC provide information that assist them in making a decision to purchase their product or service. Total customer value : Total customer value Customer service is meeting the need and expectations of the customer as defined by the customer. Understanding your customer requirements. : Understanding your customer requirements. Source of customer information. Organization claim to know their customer requirement, yet they have never taken the time to do a real through analysis. Your own organization. Without looking too far you will be able to uncover potential areas of customer dissatisfaction by reviewing your key operation data Creating your customer vision and service policies : Creating your customer vision and service policies The vision. Vision is a vivid picture of an ambitious desirable future state that is connected to the customer and better in some important way than the current state. Service policies. Establishing customer friendly policies. There is not anything that make a customer angrier than someone saying, “ I’m sorry, that’s your policy.” In many cases policies exist because “that’s the way we have always done it before.’’ Take an inventory of your anganization’s policies. Dealing effectively with your customer : Dealing effectively with your customer Communication skills. How you communicate to your customer is just as important as what you communicate. You will find some behavioral skills that will communicate to your customer that you are an organization that values their business Value customers. Let me know that you think I’m important!” Customers want to feel special, and to make them feel special your attitude and behavior must say, “You’re the customer–you pay my salary. You make my job possible.” When you value customers, your sincerity makes them feel good about you and your organization. Listen to customers. ”Please listen to me and understand me!” Listen totally–to your customers words, their tone, their body language. According to a UCLA study on communication, 7% of our communication is verbal, 38% is tone of voice, and 55% is nonverbal. Help customers. ”Help me get what I want!” Customers don’t buy products and services for what they are, but, instead, they buy for the benefits that the products and services offer. That’s why you must be customer-focused rather than product- or service-focused. Don’t waste your time explaining your product or service features. Explain how your product or service benefits them–how it satisfies a need, solves their problems, or gives them extra value. VALUE CHAIN : VALUE CHAIN Slide 50: The value chain, also known as value chain analysis, is a concept from business management that was first described and popularized by Michael porter. Slide 51: A value chain is a chain of activities. Products pass through all activities of the chain in order and at each activity the product gains some value. The chain of activities gives the products more added value than the sum of added values of all activities Slide 52: The value chain categorizes the generic value-adding activities of an organization. The "primary activities" include: inbound logistics, operations (production), outbound logistics, marketing and sales (demand), and services (maintenance). The "support activities" include: administrative infrastructure management, human resource management, technology (R&D), and procurement VALUE CHAIN MODEL : VALUE CHAIN MODEL Promotion Mix : Promotion Mix The Combination of Personal Selling, public relation,advertising,sales promotion,sponsorships,direct mail, trade shows that are used in promoting a good or service. Sales promotion : Sales promotion They are short term programs aimed at maximizing sales in a period of time. They are designed in such a way that it does not affect the overall brand image of the firm and it’s product. E.g. ITC ties up with KVIC (Khadi & village Industries commission). Advertising : Advertising It is a paid form of non personal communication with an identified sponsor, with two distinct goals of informing people and increasing sales. “Connect with consumers in every possible way” is the latest mantra of many FMCG companies today. This year ITC ad budget is expected to increase by 70% ITC foods & Dabur foods are equally splitting their ad-budget by (50:50) for A&P i.e.. Advertising & Promotion. Public Relation (CRM) : Public Relation (CRM) Today CRM plays a vital role in ensuring winning relationships with customers, lowering operating costs, increasing revenue & maximum productivity. ITC InfoTech offers solutions for banking & financial services, consumer & packaged goods, retail, manufacturing, travel, hospitality and transportation. Sales Force : Sales Force The division of a business that’s responsible for selling products or services. ITC ltd. Expanding the reach to it’s field force using hand held devices. This helps them to get quick market feedback. Direct Marketing : Direct Marketing It is an interactive system of marketing, which uses one or more advertising media to affect a measurable response at any location. ITC foods to take Sun feast to schools. The 7S McKinsey model : The 7S McKinsey model Strategy : Strategy ITC’s strategic intent is to create multiple drivers of business growth by leveraging its diverse competencies in agri sourcing, world-class manufacturing, branding, packaging, hospitality, trade marketing and distribution. Structure : Structure The Commission consists of a Chairman, Deputy Chairman and up to 10 Members including National Members for Scotland, Wales and Northern Ireland, all appointed by the Secretary of State for Culture, Media and Sport Systems : Systems Formal and informal procedures that govern everyday activity, covering everything from management information systems, through to the systems at the point of contact with the customer (retail systems, call centre systems, online systems) Skills : Skills The capabilities and competencies that exist within the company. What it does best. Shared values : Shared values ITC's Core Values are aimed at developing a customer-focused, high-performance organisation which creates value for all its stakeholders. ITC is always customer focused and will deliver what the customer needs in terms of value, quality and satisfaction. Staff : Staff ITC greatest strength is its people – diverse and motivated people with the expertise and insight to tackle the toughest client issues. ITC does not discriminate due to sex, age, creed, color. They promote drug free environment, encourage development with excellent training. Style : Style ITC’s leadership approach of top management and the company's overall operating approach makes it different from others. Slide 69: 

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