LEVERAGING CORPORATE STRATEGY

TRIPLE BOTTOM LINE CONTRIBUTION

LEVERAGING BRAND ASSOCIATION

CompaniesThrough Branding Strategies

Countries or other geographic area

Through identification of product origin

Channels of DistributionThrough channel distribution

SECONDARY SOURCES OF BRAND KNOWLEDGE

BUILDING BRAND EQUITY BY LEVERAGING RELATED OR SECONDARY BRAND ASSOCIATION

FACTORS PREDICTING EXTENT OF LEVERAGE

Awareness and knowledge of the entity

Meaningfulness of the knowledge of the entity

Transferability of the knowledge of the entity

BRANDING STRATEGIES FOR A NEW PRODUCT

CORPORATE BRANDING STRATEGIES

Create a new brand

Adopt or modify an existing brand

Combine an existing and a new brand

Companies

Countries or other geographic area

Through identification of product origin

Channels of Distribution

Through channel distribution

ITC leveraging sustainability initiatives for stronger brand equity

CORPORATE BRANDING STRATEGIES

Growing inequities in income distribution and wealth. 10% of the richest adults own 85% of the world’s household wealth.

GLOBAL SUSTAINABILITY CHALLENGE

Half of the world’s population live on less than $2 per day.

Threat of global warming and environmental degradation

Debilitating impact on air, water, soil, and bio-diversity threaten the present as well as socio-economic security of future generations

ITC redefined its value proposition by focusing on contribution to the Triple Bottom Line objectives

ROLE OF BUSINESS

ITC structured innovative business models to contribute to a more secure and sustainable future

ITC’s TRIPLE BOTTOM LINE CONTRIBUTION

Social Brand Trust

Economic

Environmental

ITC: ENVIRONMENT, HEALTH & SAFETY

ITC: CORPORATE SOCIAL RESPONSIBILITY

ITC: ECONOMIC ACTIVITIES

ITC SUSTAINABILITY REPORT 2015

ITC e-CHOUPAL INITIATIVE

Delivering large

societal value by co-creating rural markets with local communities

Enables small farmers to access relevant knowledge

By providing a more transparent process and empowering local people as key nodes in the e-Choupal system, ITC increases trust and fairness.

e-Choupal

States Covered 10

Villages Covered 40,000

No. of e-Choupals 6,500

Farmers empowered 4 million

e-CHAUPAL

Empowerment of Farmers and raised rural income

ADVANTAGES OF e-CHOUPAL

Above advantages have led to increased reputation of ITC brand and hence strong brand equity

Efficient and effective performance and supply chain system

Shortened value chain removing unwanted players

ITC builds a stronger brand equity by

leveraging its sustainability initiative position in the market.

LEVERAGING CORPORATE STRATEGY

SUMMARY

DISCLAIMERCreated by Sagar Narang during the PGP Brand Management course taught by Prof.

Sameer Mathur at IIM Lucknow.

PGP31286 (Section B)