By:Heena Sanjeet Shubhada

Cigarettes Conditioner

Lifestyle retailing Shampoos

Education n stationary Soaps

Safety matches Snack foods

Agarbatti Confectionery

Atta Biscuits

Spices Kitchens of India

Salt Ready to eat

Product Width

Product line Product depth

CIGARETTES Insignia, india kings, classic, gold flake, silk cut, navy cut, scissors, berkeley, bristol, flake

RETAILING Wills lifestyle Wills Sport women’s collection, men collection, Wills Clublife for men, Wills Clublife women collection,

John players

STATIONARY Classmate Notebooks, Pens, Pencils, Mechanical Pencils, Math Instruments: Classmate Invento & Classmate Victor

Paper craft Premium Business Paper, Paper Stationery, Markers & Highlighters

AGARBATTI Mangaldeep incense sticks

ATTA Aashirvaad atta with multigrains., Select - 100% mp sharbati atta, whole wheat atta - 0% maida and 100% atta

SALT Aashirvaad salt

Product Width Product line Product depth

SPICES Aashirvaad: chili powder, coriander powder, turmeric powder

CONFECTIONERY Mint-o Mint-o cool blue,mint-o fresh,mint-o fresh eucalyptus,mint-o gol

Candyman Candyman: fruitee fun, butterscotch licks, éclairs,cofitino,natkhat mango,maha mango,mango licksLacto creme centre,toffichoo strawberry,lacto creme center,toffichoo

SNACK FOODS Potato chips(bingo) Salted masala, tomato, chatkila nimbu achaar, international cream & onion, tomato mischief, chilli dhamaka, achaari masti, funky masala, tomato twist

SOAPS Superia Fragrant flower,soft sandal,natural glow,healthy glow

Vivel di wills Vivel :di wills sheer radiance,di wills sheer crème,vivel young glow,vivel satin soft,vivel sandal sparkle,vivel ayurveda essence

Fiama di wills Mild dew, clear springs

Product Width Product line Product depth

READY TO EAT Instant MixesRava Idli Mix, Rice Idli Mix, Rice Dosa Mix, Gulab Jamun Mix

Ready meals

Aloo Mutter, Pindi Chana,Palak Paneer,Dal Makhani,Navratan Korma,Yellow Dal Tadka,Mutter Paneer,Rajma Masala,Pav Bhaji,Pongal

BISCUITS Sun feast Milky Magic

Sun feast Marie LightSunfeast Marie Light Original , Sunfeast Marie Light Orange,

Sun feast Golden BakeryButter-Nut, Butterscotch, Choco-Nut

Sunfeast Dark Fantasy Choco Fills

Sunfeast Glucose, Sunfeast Snacky, Sunfeast sweet 'n salt, Sunfeast Nice

Sunfeast Dream Cream

Butter-Nut,Butterscotch,Choco-Nut Strawberry Cream,Bourbon,Orange Cream,Butterscotch CreamV

Sunfeast SpecialSpecial Creams, Special Cookies

Sunfeast Pasta

PASTA Masala,Tomato Cheese,Cheese,SourCream,Pizza style,Chicken,TangyTomato

Product Width Product line Product depth

SHAMPOOS Superia

Shiny Black,Vibrant Green,Superia Maxi Protect Active Health

Vivel Di Wills Vivel Silk Spring,Vivel Soft & Fresh,Vivel Volume & Bounce

Fiama Di Wills Everyday Mild,Aqua Balance,Volume,Boost,Silky Strong,Shine in Style

CONDITIONERFiama Di Wills Polishing Drops conditioner

SAFETY MATCHESi Kno, Mangaldeep, Aim, Aim Mega

Line extension strategies

BINGO • Bingo Mad Angles• Bingo Hatke Jhatke

Brand extension strategies

ASHIRWAD •Ashirwad Atta•Ashirwad Salt

Multi branding strategies

SOAP•Superia soap•Vivel Di Wills soap

New unique branding strategies

Sunfeast•Biscuits•pasta

Existing

New

Existing

NEW

Brand Name

Product Category

ITC Products Competitors

Cigarettes Godfrey philips india ltd, golden tobacco ltd

Retailing Pantaloons

Safety matches Wimco homelites , ship

Stationary Camlin, natraj, navneet

Ready to eat MTR

Agarbatti Mokha agarbatti, sai agarbatti and other local brands

Atta Annapurna, pillsburry chakki fresh atta

Salt Annapurna, tata salt

Biscuits Britannia, parle products pvt. Ltd,

Snack foods Frito-lays

Soaps P&G,HUL

Shampoos & Conditioner P&G,HUL

Positioning and marketing Fiama soap as a cosmetic product. As most of the cosmetic shops did not keep Fiama while keeping Dove and Pears.

Advertisement for the Aashirvaad Aata is found to be ineffective and infrequent.So, the company can come up with an aggressive advertisement to attract Indian howsewifes as they are the decision makers in the buying of Atta.

The personal care section of ITC needs to have product variants in case of conditioners and shampoos for varied hair types which are offered by the competitors

The ready to eat line of products needs to be consolidated for easy selection by customer

The company can come up the concept of forming a Retail chain of Food products across all over India as it is follows the marketing strategy of Umbrella branding. In such retail chains all the food division products can be sold at the discounted rate, as more and more products are coming under the Umbrella products like food processing.