ITC - Marketing Management

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Information about ITC - Marketing Management
Business & Mgmt

Published on March 9, 2014

Author: aditya9121




Marketing Management PROJECT ON:- GROUP VI:- 1


OVERVIEW OF THE COMPANY  ITC was formed on August 24, 1910 under the name Imperial Tobacco Company of India Limited. Later the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. ITC contains a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care. Finally the company changed its name to 'ITC Limited’ on September 2001.  ITC Limited is an Indian public conglomerate company headquartered in Kolkata, West Bengal, India. The company’s annual turnover is around $7 billion and market capitalization of over $34 billion. The company has its registered office in Kolkata.  The company is currently headed by YogeshChanderDeveshwar( Chairman). It employs over 29,000 people at more than 60 locations across India and is listed on Forbes 2000. ITC Limited completed 100 years on 24 August 2010.  ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration for ITC's Cigarettes business. It is today India's most sophisticated packaging house. 3



SWOT ANALYSIS STRENGTHS: Managing diverse businesses. Itc has 105 subsidiaries connected with its various operations.  Wealth of local knowledge & International expertise helps it to be globally competitive & high quality standard products &services.  Excellent export earnings.  Highly professional management.  Excellent distribution network.  A lasting impression by catchy ads. WEAKNESS: High competition from established brands which has resulted in reduction in profit margins.  Steep increase in cigarette taxes has adversely affected the revenue earned.  Its hotel industry has still not created a big share in the market size. OPPORTUNITIES: Big untapped market available for cigarettes, hotels, IT, retail garment, packaging & agricultural products.  Good source of revenue & foreign exchange available by way of exports of agricultural products, hotels & cigarettes. 6

THREATS: Negative publicity for smoking could affect its cigarette segment.  Government is under huge pressure from public organisations for banning tobacco products which could affect it adversely.  Due to terrorist attacks the tourism industry has taken a back seat which would affect the hotel segment.  Poor monsoon leads to poor agriculturalgrowth which would affect the Agri-exports. 7

TOBACCO CIGARETTES AND CIGARS:         Gold flake Classic Bristol Navy cut Players India kings Silk cut Duke and Royal PRODUCT: GOLD FLAKE  Gold Flake is the largest selling cigarette brand in the world especially in parts of Uttar Pradesh;India. It is sold in various varieties, including Gold Flake Kings (84 mm), Gold Flake Kings Lights (84mm), Gold Flake and Gold Flake Lights. It is a well-positioned brand in India. This brand is owned, manufactured and marketed by ITC Limited, the leading cigarette maker in India. PROMOTION:  ITC launched the brand Gold Flake in India in the seventies. The source of the positioning of Gold Flake can be traced back to its early days. In the seventies, India was a country of the genteel rich. People aspired to be honourable and genteel. The lifestyle of the upper class was what the customers aspired for.  The initial ads said, "Wherever you go they are peanut butter"[“Having fun wish you were there" "Worth its length in gold”, then came the Gracious People Campaigns – "for the gracious people" as the headline followed by, "A touch of Gold", with the headline "A tribute to the 8

gracious people". Gold Flake had been traditionally positioned as a premium cigarette.  The gracious people as defined by the brand were the premium class they were successful, elegant, and responsible, and had a sense of purpose. The consumer was bounded in the Indian ethos and roots. He was perceived to be unapproachable and sociable only in his high class. PRICING:  Single packet costs Rs.140  Single cigarette costs Rs.7 PLACE:  Gold flake is available at all small shops and big retail outlets. TARGET CUSTOMER: Mainly male SEC A category smokers. It was meant to be a cigarette for the elite and the rich – the gracious people of India. It did not differentiate itself specifically from other brands. The brand was compared with Gold for the quality and purity of experience. Advertising emphasised this comparison to gold. The statement – "For the gracious people" – summed the core of the brand. 9

FMCG It is broadly classified into:  Ready to Eat Foods: Kitchens Of India  Staples:Aashirwad Atta  Confectionary:Minto, Candyman  Snack Foods:Sunfeast,Bingo PRODUCT: BINGO  Bingo! Was launched in March 2007 with a wide range of exciting packaged salted snacks. The range includes multiple flavour variants of Potato Chips & Finger Snacks. The brand is associated with youth, fun and excitement. It fulfils the consumers need for variety and novelty in snacks. At present Bingo! Has 3 sub-brands in its portfolio, each of which have unique values based on product differentiators. The tagline used for Bingo is: - NO CONFUSION GREAT COMBINATION. PROMOTION:  Indian Flavour and available in different shapes and sizes.  Mainly there are two categories of products-Potato Chips and Finger Snacks. The potato chips are available in many flavours inspired by the snacking habits of different parts of the country like Masala Chaas, ChatpataNimbu and PaneerTikka. In addition to these 4 flavours, the classic flavours of Masala, Tomato and Salted are also available. The offerings under the finger snacks segment are equally unique and 10

consist of pakoda inspired chips like Live Wires, Khakra inspired Mad Angles, and corn based chips like TedheMedhe.In all there are 16 variants of Bingo.  Attractive Packaging given by the company. Bingo’s launch was strategically timed around the World cup. PRICING:  Low price i.e. available in the range of Rs.10, Rs.20.  Change in price according to competitor’s product price.By adopting a consistent pricing strategy and by offering higher margins to the retailers, Bingo has won the retailers’ hearts. PLACE:  Available in 2,50,000 outlets across India.  Strategic alliance with Future Group. TARGET CUSTOMER:  Mainly targeted to kids of age around 10-15 years. However the company is now focusing on all age group of India. The individuals who are outgoing, fun-loving etc. 11

ITC GROUP OF HOTELS • ITC Limited entered the hotels business in 1975. • ITC hotels currently own and operate 100 hotels in 75 destinations. • India's second largest hotel chain. • The group today operates under different brands: – ITC Luxury Collection Hotels. – Welcome Hotel Sheraton Hotels. – Fortune Hotels. – Welcome Heritage Hotel. PRODUCT: ITC GRAND MARATHA • • • • • • • Room bookings – Eva, Towers, executives Butler service Wi-Fi internet SPA & Swimming pool Meeting rooms/ Conference rooms Restaurants & Bars Meetings and Events PROMOTION: • • • • • • Promotion through FMCG goods Internet Media reports and media releases Customers Social service projects Travel assistants 12

• Hotel directories PRICING: • The prices are being charged according to facilities. • The charges vary from Hotel to hotel. • Pricing is the only mix which generates a turnover for the organization. PLACE: • • • • Metropolitan cities Business hubs Tourist places Heritage areas TARGET CUSTOMER: The target customers for the ITC group of hotels are mainly the rich class of the society as the services provided by them are very luxurious and prestigious. 13

PERSONAL CARE     FIAMA DI WILLS VIVEL SUPERIA ESSENZA DI WILLS PRODUCT: FIAMA DI WILLS Fiama Di Wills is an Indian personal care brand that offers shampoos, conditioner, bathing bars and shower gels. It is owned by ITC Limited, an Indian conglomerate with a turnover of USD 6 billion. Launched on September 15, 2007, the brand was the second to roll out of ITC’s personal care stable. Its USP is the blend of "natureand science" across its portfolio of products, resulting from four years of intensive research at the ITC Development Centre in Bangalore. It includes  Bathing bars  Gel bars  Shampoos and conditioners  Shower gels It also includes FIAMA DI WILLS PERSONAL CARE FOR MEN. PROMOTION:  Endorsement done by brand ambassador DEEPIKA PADUKONE.  Advertisements done via the television, newspapers and various fashion magazines. 14

 Promotion also done by sponsoring BEAUTIFUL FACE HUNT 2008 and WILL LIFESTYLE FASHION WEEK 2010  Go-to-market strategy seems to be the new mantra for the FMCG major ITC. In Marketing Management, the term Go-To-Market strategy refers to the channels a company will use to connect with its customers/business and the organizational processes it develops to guide customer interactions from initial contact through fulfilment. A firm's Go-ToMarket strategy is the mechanism by which they propose to deliver their unique value proposition to their target market. That value proposition is based on the choices the business has made to focus on and invest in markets and solutions that they believe will respond positively to the increased attention. To drive volumes in the competitive markets, ITC are expanding their retail models. PRICING:  Bathing bar-costs around Rs20-25 each bar  Gel bars-costs around Rs25-30  Shampoos –Rs100 and conditioners-Rs125  Shower gels-Rs120 PLACE: It is available in all leading retail outlets and small local shops. TARGET CUSTOMERS: They have targeted females between the age group 16-40years from the middle income group. The target area includes urban and sub urban-upper middle class females. 15

CURRENT SCENARIO: • ITC is really doing well in all its product range. It has emerged as a major conglomerate in the market as they believe in extensive market and product research. It has diversified itself from just being a tobacco producing company to spreading its branches in all the major sectors.ITC has also spread its branches in the I.T. sector and has its own company known as ITC INFOTECH. • ITC also does CSR activities and has started E-CHOUPALS for the farmers in many rural areas of the country. • It also provides MICRO-FINANCE to the people in the rural areas. • It has started various education programmes for the kids and various schemes for WOMEN EMPOWERMENT in the rural areas of the country. • ITC is going to invest Rs.10, 000Crores in 5000 rooms in the coming years. The Company has seen a significant increase in the FII’s from international market. RECOMMENDATIONS WehighlyrecommendITC’sproductsasthequalityprovidedbythemis remarkable. Inthisveryshortperiodithasbeenabletoachieveahugemarketshareandhasbecomeon eofthefavouritecompaniesinthemindsoftheconsumers. 16

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