BY-RINKU KR SINGH BBA S2/T3,IIPM

ITC Limited

Founded in 24 August 1910, Radha Bazaar Lane, Kolkata, India.

Types of industries:

1. FMCG.

2. Hotels & I.T.

3. Agriculture.

4. Paper work.

Main events:

1954 - The Company was converted into a Public Limited Company on 27th October.

1970 - The name of the Company was changed from the Imperial Tobacco Co. of India Ltd., to India Tobacco Co. Ltd., in May.

ITC Ltd Business profi le

FMCG & CIGRATES

HOTELS & I.T Agriculture Business

PAPERBOARD

Overview (Cont…)

Presence in

Cigarettes

Hotels

Paperboards & Specialty Papers

Packaging & Printing Business

Agricultural Industry

Packaged Foods & Confectionery

Branded Apparel

Toiletries

Education & Stationery Products

Information Technology

Safety Matches

Incense Sticks

Segment – Full Year Revenue (Rs Crores)

2009 2008 Goly% 2009 2008 Goly%

a) FMCG - Cigarettes 15115 13826 9% 7557 6635 14%

- Others 3014 2511 20% 3006 2510 20%

Total FMCG 18129 16337 11% 10562 9145 16%

b) Hotels 1020 1100 -7% 935 1012 -8%

c) Agri business 3846 3868 -1% 3846 3868 -1%

d) Paperboards, Paper & Packaging 2822 2364 19% 2647 2158 23%

Total 25817 23670 9% 17991 16183 11%

Less: Inter segment Revenue (2674) (2314) 16% (2603) (2235) 16%

Sales / Income from Operations 23144 21356 8% 15388 13948 10%

Segment RevenueGTO NTO

Market Segmentation

“Grouping people according to their similarity related to

a particular product category”Age Group(Demographic)Attitude/Behavior(Psychographic) Geography(Indian or Global)Taste

I have chosen segment of

Segmentation

12 - 20 Years

20-35 Years

35-50Years

> 50 Years

Demographic (Age Group)

Conservative, reserved, shy

Outgoing,Fun Loving,

Bindaas

Psychographic (Attitude / Behavior)

North

East

South

West

Indian Geography

Plain Salted

Nimbu flavor

Spicy / Red Chilly

Mustard

Sting

Taste

Segmentation:

Age GroupAttitude/BehaviorGeographyTaste

Plain Salted

Mustard Sting

Spicy Red/ Chilly

Nimbu Flavour

SegmentationGeography•North•South•East•West

Taste•Salted•Mustard sting•Nimbu•Chilly

Segmentation

Age class

12-

20

20-

35

35-

50

>50

Demographic (Age)

Conservative, reserved, shy

Outgoing, Fun loving, Bindass

Psychographic (Attitude/Behavior)

Targeting

10

What’s in my name ?? (brand name)

Easy to pronounc

e

Recallable

Exclamation MarkTrendy

and Fun

Catchy

27%

16%45%

12%HaldiramBingoLaysOthersAfter the launch of Bingo, Dec

08

25%

65%

10%

HaldiramLaysOthers

Before the launch of Bingo, Mar 07

Market share: Organized Sector

MERCHANDISINGa short clip………….

Too many flavours

confuse me!!!!

Problems

Stagnant Market Share

Brand Loyalty of Lays customer is posing

threat to Bingo

Many of the flavors of Bingo are having

the same look and packaging

Unawareness of the variety of flavours

Threats of local players

Taste and too many flavours

Not able

to

differentia

te

whether it

is Indian

or

internatio

nal

Recommendations

BRAND Packaging

BRAND PROMOTIONS

Change in ADVERTISING

Flavours

Tie-up

Title sponsors

Amazing taste!!!!

THANK YOU