Date post: | 17-Feb-2017 |
Category: |
Marketing |
Upload: | sagar-narang |
View: | 83 times |
Download: | 2 times |
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)