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ITC Limited
HISTORY
ITC was incorporated on August 24,1910 under the name of IMPERIAL TOBACCO COMPANY of India ltd’.
In 1974 company’s name was changed to INDIAN TOBACCO COMPANY LTD.
From September 18,2001, company’s name has effectively become ITC Ltd.
ABOUT THE COMPANY…
Founder – Henry Overton Wills
Diversified group of companies with operations in various industry segments from cigarettes to apparels.
One of the largest retailing network in the country
Annual turnover is of the order US$7 billion
Products –Cigarettes, hotels, apparels, paper, etc
Diversified product portfolio
Direct group employment of 29000
Vission
Sustain ITC's position as one of India's most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’sstakeholders
Mission
To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value
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HOTELS & I.T.
FMCG & CIGRATES
Agri Business PAPERBOARD & PACKAGING
Product Mix of ITC LtdFMCG
Cigarettes
Foods
Lifestyle Retailing
Education & Stationary
Safety Matches
Agarbaties
Hotels Paper boards & Packaging
Paper Boards
Packing
IT Agri-Business
Leaf Tobacco
Agri Commodities
e-Choupal
Hotels & Tourism
1.ITC made its entry into the HOTELS business in 1975 from chennai.2.It consists of over 70 hotels across India 3.These include super deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels.
ITC’s Hotel Business
Category Brand PositioningLuxury ITC Hotel: Luxury Collection "Mansions of Luxury"Upper upscale WelcomHotel: Sheraton "Passion for Quality"Upscale - mid-scale Fortune Hotels "Promise of True Value"Heritage WelcomHeritage "Unique Experiences"
FMCG PRODUCTS
1. CIGARETTES2. FOODS3. LIFESTYLE RETAILING4. PERSONAL CASE5. EDUCATION AND
STATIONARY6. SAFETY MATCHES 7. AGARBATTIS
FMCG - Cigarettes
ITC’s Cigarettes Business
Market leader in India
Highly popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake
Extensive FMCG distribution network
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FOODS
Ready To Eat Staples Confectionery Snack Foods
FOODS
Kitchens of India –pickles, masalas, curry pastes, ready made foods
Aashirvaad – atta, salt, paste, chilli powders
ITC’s Information & Technology Business
ITC InfoTech, a global IT services company, is today one of India’s fastest growing IT and ITES service providers
Providing outsourced IT solutions and services to leading global customers
ITC InfoTech has a strength of over 2,000 employees and delivery centers across North America, Europe and
Asia-Pacific that serve Fortune-listed companies in 42 countries
ITC InfoTech conforms to the highest standards in international process Quality
ITC’s Paperboard business
ITC's Paperboards business has a manufacturing capacity of over 360,000 tones per year
India's market leader across all carton-consuming segments including cigarettes, foods, beverages and many more.
ITC is a front-runner in introducing environment-friendly Elemental Chlorine Free (ECF) technology
It is the first-mover in the field of collecting and recycling post-consumer waste from residential localities, corporate and educational institutes
ITC’s Agri-Business
ITC's International Business Division ( IBD) is the country's second largest exporter of agri-products with exports of over Rs. 1000 Corers (Rs. 10 billion)
IBD domestic sales of agri-products are in excess of Rs. 1500 Crores (Rs. 15 billion)
ITC’s E-choupal
IBD starts e-choupal for the Indian formers:
Over 38000 villages linked through around
6400 e-Choupals
Servicing over 3.5 million farmers
Formers sell their products directly to the
company
• 12 ‘Choupal Saagars’ operational; 8 more to be
launched shortly (40 nos. over the next 18 months)
ITC and its Integrated marketing Activities
Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.
Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.
• Among the various things you do on the big four networking platforms on the internet — YouTube, Facebook, Google and Twitter — the common feature is sharing.
• While these platforms cater to different needs and uses for the youth, the common factor that binds all is the need to share.”
Brand Ambassador's
•
Brand Ambassador's
Hritik Roshan Ranbir Kapoor
SUNFEAT- PROMOTION
MOTHERS ( THRU AWARENESS ADS)
CHILDREN ( THRU ADS ON CARTOON CHANNELS AND PROMOTIONAL GIFTS)
TEENAGERS( SUNFEAST OPEN)
GENERAL PUBLIC( SHAHRUKH KHAN, SURYA, SANIA MIRZA)
INDIAN SNACKS INDUSTRY
Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.
Branded segment is growing around 25% per annum
Major players in branded segment include Frito Lay and Haldirams
Potato based snacks constitutes the largest segment of the industry
AboutLaunched by ITC on 14th March 2007
Aim to capture 25% market share
Challenge to the Frito Lays
Includes an array of products in both Potato Chips & Finger Snacks segment
FlavoursResearch: Demand for novelty and excitement in exiting snacks
Taste: Came up with 16 Innovative Flavors
Traditional Segment
Western Segment
Finger Snacks Segment
TARGETING(Choosing a specific segment for the campaign)
SEGMENTATION(Breaking down a diverse market into homogenous groups)
POSITIONING(Designing a distinctive message to appeal to the targeted segment)
On what basis can a market be segmented ?DEMOGRAPHIC
• Age • Income• Gender
• Occupation• Education
PSYCHOGRAPHICS
• Personality• AIO(attitudes, interest, opinion)
• BUYING BEHAVOR
• Initiator• Evaluator
• Decision maker• Purchaser
USAGE PATTERNS
• Heavy• Medium• Light
SEGMENTATION
12 - 20 Years
20-35 Years
35-50Years
> 50 Years
Demographic (Age Group)
Plain Salted
Nimbu flavour
Spicy / Red Chilly
Mustard Sting
Taste
Conservative, reserved, shy
Outgoing,Fun Loving,
Bindaas
Psychographic (Attitude / Behavior)
NORTH
EAST
SOUTH
WEST
Indian Geography
Segmentation
Age GroupAttitude/BehaviorGeographyTaste
TARGETING
20-35 Years
Demographic Age Group
Outgoing,Fun Loving,
Bindaas
Attitude / BehaviorSpicy /
Red Chilly
Mustard Sting
Nimbu Spicy
Plain Salted
Zones & Taste
Youthful positioning
Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka
Utilized the concept of “CROWDSOURCING” for Bingo Mad Angles
POSITIONING
BRANDING STRATEGY
What’s in my name ?? (brand name)
Easy toPronounce
Trendy and Fun
Exclamation Mark
Recallable
Catchy
Who am I?? (Brand identity)
A brand with various flavors
A youthful, fun and colorful brand
Unique shapes
Easy punch line
How do I look? (Brand Packaging)
Attractive packaging
Pictorial view of the
flavour
Names provided to various
variants
What do I portray? (Brand Personality)
Innovative:
Unique shape
Unique musical sound
Experimentative:
Flavours like achari
masti,
red chilly dhamaka
Promotional Strategy of
Promotional Strategy of
Launched during World Cup 2007
Slapstick humor & Irrelevant theme
Blitz Krieg promotion
Bingo National Gaming Championship
Distribution Strategy of
POS material Retailers Alliance with Future Group
Viral Marketing
• Content that encourages people to pass on
the message is referred as ‘Viral’ and the strategy is
called as ‘Viral marketing’.
• Induces Web sites or users to pass on a marketing
message to other sites or users.
• It can be done through buzzwords, word of mouth
and viral video etc.
Methods
Internet Search Engines & Blogs.
Social Media Interconnectivity
Television & Radio
Multiple forms of Print and Direct Marketing
Customer Participation & Polling services
SMS
Observation and recommendation
Extra quantity should be comminuted through other channels too
Mini promotion for certain varieties
Increase association with slapstick humor TV shows
Position Bingo! As a replacement snacks during TV breaks and with refreshment in cinemas
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NO FULL STOP FOR ITC!!