Scribd Logo
Upload

Welcome to Scribd!

  • Brand Portfolio and Brand Architecture of Itc

    Uploaded by

    Pamela Singha Roy
    2K views3 pages
    ITC has a large and diverse brand portfolio that includes staples, snacks, personal care products, hotels, and stationery. Some of their major brands are Ashirvaad, Sunfeast, Kitchens of India, Mint-O, Bingo, Wills Lifestyle, John Players, Fiama Di Wills, Essenza Di Wills, Vivel, Superia, ITC Welcomgroup, Classmate, and Paperkraft. ITC follows a multi-brand strategy with distinct identities and images for each brand targeted at different market segments. Their brand architecture allows them to reach both mass and niche consumer segments.

    Original Description:

    Original Title

    BRAND PORTFOLIO AND BRAND ARCHITECTURE OF ITC

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    ITC has a large and diverse brand portfolio that includes staples, snacks, personal care products, hotels, and stationery. Some of their major brands are Ashirvaad, Sunfeast, Kitchens of India, Mint-O, Bingo, Wills Lifestyle, John Players, Fiama Di Wills, Essenza Di Wills, Vivel, Superia, ITC Welcomgroup, Classmate, and Paperkraft. ITC follows a multi-brand strategy with distinct identities and images for each brand targeted at different market segments. Their brand architecture allows them to reach both mass and niche consumer segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    2K views3 pages

    Brand Portfolio and Brand Architecture of Itc

    Uploaded by

    Pamela Singha Roy
    ITC has a large and diverse brand portfolio that includes staples, snacks, personal care products, hotels, and stationery. Some of their major brands are Ashirvaad, Sunfeast, Kitchens of India, Mint-O, Bingo, Wills Lifestyle, John Players, Fiama Di Wills, Essenza Di Wills, Vivel, Superia, ITC Welcomgroup, Classmate, and Paperkraft. ITC follows a multi-brand strategy with distinct identities and images for each brand targeted at different market segments. Their brand architecture allows them to reach both mass and niche consumer segments.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 3

    BRAND PORTFOLIO AND BRAND ARCHITECTURE OF ITC

    PAYEL SINGHA ROY.

    BRAND PORTFOLIO

    ASHIRVAAD-The brand ashirvaad includes staples, spices and instant mixes.

    SUNFEAST- Sunfeast includes range of glucose, Marie and cream biscuits. In a


    span of 6 years Sunfeast has launched many new varieties and has its presence
    in almost all types of biscuit categories. The portfolio has expanded to sunfeast
    pasta and sunfeast yippie.

    KITCHENS OF INDIA(BRIYANIS)- ‘Kitchens of India’ is a range of ready-to-eat


    cuisines.

    MINT-O AND CANDYMAN -ITC currently has two brands in the confectionery
    segment - 'mint-o' and 'Candyman'.

    BINGO-ITC's forayed into the fast growing branded snack foods segment. Bingo’s
    portfolio includes an array of products in both potato chips & Finger
    Snacks segment.

    WILLS LIFESTLYE-Wills Lifestyle has been established as a chain of exclusive


    specialty stores providing the Indian consumer a truly 'International Shopping
    Experience'

    JOHN PLAYERS-John Players offers a complete and vibrant wardrobe of Casual


    wear, Party wear, Work wear, Denims, Outer wear and Suits & Jackets,
    incorporating the most contemporary trends, an exciting mix of colors, playful
    styling, trendy textures and comfortable fits.

    FIAMA DI WILLS-In September 2007, ITC launched Fiama Di Wills, a premium


    range of personal care products comprising shampoos, conditioner, shower gels
    and bathing bar.

    ESSENZA DI WILLS-ITC launched an exclusive line of prestige fine fragrances


    under the Essenza Di Wills brand in mid 2005.Essenza Di Wills is an exclusive
    range of fine fragrances and bath & body care products for women and men.

    VIVEL PORTFOLIO-Vivel Di Wills and Vivel are high quality ranges of soaps and
    shampoos for the upper-mid and mid-market consumer segments.

    SUPERIA-The Superia range of soaps and shampoos have been launched to cater
    to the large popular market in the personal care category.
    ITC WELCOME GROUP-ITC Welcomgroup, India's premier chain of luxury hotels
    was launched on October 18, 1975.

    CLASSMATE-Classmate is the lead provider of all student stationery needs.


    PAPERKRAFT-The Paperkraft range of products aims at satisfying the stationery
    and office consumables needs of office executives and working professionals.

    AIM-safety matches sourced from the small-scale sector.

    MANGALDEEP-Agarbattis (Incense Sticks) sourced from small-scale and cottage


    units.

    BRAND ARCHITECHTURE
    ITC follows multi brand strategies which also has sub brands. The brand
    architecture is designed in such a way that different umbrella brand are focused
    on each segment. Consumers from various socio economic cultures are able to
    find products suitable to their taste and spending power without confusion.ITC
    has established distinct identity and image for each of its brands to build a close
    relationship with its target market. Each product division has many brands and
    sub brands and their identities are maintained through different packaging,
    image and advertising. Though multiple brands an the same category are aimed
    at different target markets, some brands do compete with each other for eg-
    fiama di will and vivel di wills which includes soaps and shampoos. The brand
    architecture followed by itc has helped it to reach different segments of the
    market and made itself popular in all segments of the market.

    You might also like