MBA 2014-2016

NIBEDITA HALDER(23)
SHREYA DAS (04)
SUBHODEEP GHOSH (16)
SURAJ MISHRA (13)
SOURAV PAUL (15)
ANAND SHANKAR SHARMA
(08)

Itc- Enduring
value.........
ITC was incorporated on August 24, 1910 under the nameImperial Tobacco Company of India Limited. As
the Company's ownership progressively Indianised, the name of the Company was changedfrom
Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970and then toI.T.C. Limited in
1974.
Indian public conglomerate company headquartered in Kolkata, West Bengal, India.
ITCs gross revenue for Financial Year stood at Rs.43044 crores and market capitalization of Rs.244245
crores.
The company is currently headed by Yogesh Chandra Deveshwar (Chairman).
It employs over 25,959 people ( as on 31 st march 2013) at more than 60 locations across India.
Among Indias most valuable companies by Business Today Itc is one of the Indias foremost private
sector companies with a market capitalization of nearly us dollar 19 billion and a turn over of over us
dollar 5 billion.
ITC has diversified presence in cigarettes, hotels paperboards and speciality papers, packaging, agribusiness, package foods and confectionery information technology, branded apparel, personal care,
stationery, safety matches, and other FMGC products.
ITCS diversified status originates from its corporate strategy aimed at creating multiple drivers of
growth anchored on its time-tested core competencies:unmatched distribution reach , superior brandbuilding capabilities, effective supply chain management and acknowledged service skills in

EVOLUTION.........
1925: Packaging and Printing: Backward Integration
1975: Entry into the Hospitality Sector - A 'Welcome' Move
1979: Paperboards & Specialty Papers - Development of a Backward Area
1985: Nepal Subsidiary - First Steps beyond National Borders
1990: Paperboards & Specialty Papers - Consolidation and Expansion
1990: Agri Business - Strengthening Farmer Linkages
2000: Lifestyle Retailing - Premium Offerings
2000: Information Technology - Business Friendly Solutions
2001: Branded Packaged Foods - Delighting Millions of Households
2002: Agarbattis & Safety Matches - Supporting the Small and Cottage Sector
2002: Education & Stationery Products - Offering the Greenest products
2005: Personal Care Products - Expert Solutions for Discerning Consumers
2010: Expanding the Tobacco Portfolio

IX

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CIGARETTES:- THE
FLAGSHIP PRODUCT

ITC WELCOME GROUP OF HOTELS

BRANDED
APPAREL

STATIONERY PRODUCTS

INSENCE STICKS & SAFETY

MATCHES

PERSONAL CARE

PACKAGED FOODS

AGRICULTURAL INDUSTRY

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DISTRIBUTION CHANNEL

PHYSICAL
DISTRIBUTION/LOGISTICS

DISTRIBUTION NETWORK
OF ITC IN ALL OVER INDIA

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For many FMCG companies

including ITC,large chunk of their
revenues comes from new product
launches.
ITC spends almost 10 percent of
their turnover on advertising and
brand promotion.
ITC diversified into other sub sectors
to ensure continuous growth. For
instance, they are now briskly
expanding their presence in the
bakery segment, enhancing their
product portfolios by launching new
products.
The promotional strategies includes
tying up with top bollywood actors
and other celebrity brand
ambassador, besides going in for high
profile launches at leading retail malls

EXCLUSIVE
PROMOTION

ITC SUNFEAST

In august 2003 a month after its

launch, the company understood
major sampling exercise to promote
the product. For 2 years then, the
brand did all the unusual roundsriding behind buses, blocking
television spot, booking that corner
space in your favourite news paper
and so on. In April 2005, Sunfeast
launched its major campaign. It
signed on Hindi film actor, Shahrukh
Khan as its brand ambassador. In the
same year, as the official sponsor of
the WTA tennis championship titled
the sunfeast open the company had
teen aged sensations Sania Mirza and
Mahesh Bhupeti campaigning for it.
But thats not all. For promotions in
southern states, sunfeast has signed

ITC PERSONAL CARE

ITC launched promotional offers
for its soap brands in select
markets. ITC is offering 2+1
scheme on the Superia and Vivel
soap. It also has buy 4 and get 1
free offer on its Vivel soaps. 70%
of the category sales in case of
shampoo sachets are dominated
by which are running 25% extra
schemes.
Itc is also offering fiama di wills
shampoo (200ml) free with 75gm
bathing soap for Rs 89. Itc brands
are new and hence marketing
efforts are geared towards
enhancing consumer engagement
and trial. The consumer to
response to brands fiama di wills,
Vivel and Superia has so far being

NARROWING LOSSES

INDIAS ITC FMCG

REVENUE

SWOT ANALYSIS

LEADING COMPETITORS
OF ITC LIMITED
GOLDEN TOBACCO LIMITED
GODFREY PHILIPS INDIA LIMITED
VST INDUSTRIES LIMITED(VAZIR SULTAN TOBACCO
COMPANY)
RTC LIMITED(RAGHUNATH
LIMITED)

TOBACCO

HINDUSTHAN UNILEVER LIMITED

COMPANY

TOP-DOWN STRATEGY OF ITC

Company officials attribute this turnaround to the company's "top-down"
approach to cracking categories in the FMCG business. It's a strategy
the company perfected in its mainstay cigarette business and has
replicated in the personal care, food and stationery operations
Typically, ITC enters any new category at the premium end, builds its brands, and then
rolls out the mass range. For example, it entered the stationery segment with the premium
Paperkraft range in 2002 and then followed up with the mass-market Classmate range the
next year. By 2007, Classmate became the largest notebook brand in the country. "Indian
consumers love premium and imported products. Hence, had we started from the bottom end
of the market, consumers would have never accepted us when we entered the premium
segment," ITC's executive director Kurush N Grant told ET on Sunday during a recent
interaction.
Add to that the advantages of better margins and a juicy sales mix, its no wonder that ITC is
replicating the strategy
strategy across
across categories.
categories. ITC
ITC entered
entered the
the food
food business
business in
in 2001 with
premium ready-to-eat
premium
ready-to-eat
brand
brand
Kitchens
Kitchens
of India
of and
Indiain and
2003,inlaunched
2003, launched
the Aashirvaad
the Aashirvaad
range of
mid-segment
range
of mid-segment
ready meals
ready
at meals
a priceatrange
a price
of range
Rs 35-50.
of Rs 35-50.
Similarly, in 2005 when it forayed into the personal-care market, it was through the superpremium brand
brand Essenza
Essenza Di
Di Wills
Willsinin perfumes,
perfumes, bath
bath and
and body
body care.
care. This
This was
was followed by
premium brand
brandFiama
FiamaDiDi
Wills
Wills
in 2007,
in 2007,
the mid-market
the mid-market
brandbrand
Vivel and
Viveleventually
and eventually
the massthe

TOP DOWN
STRATEGY

CONCLUSION
ITC promoting their brands through advertisement
campaign as well as door to door promotion.
ITC is also focusing on retailers & wholesalers to
promote their brands.
The demand of their FMCG products is day by day
increasing in both urban as well as rural markets.
ITC knows their strength & weakness in personal
care market, so they are applying new concept to
overcome their weakness.
ITC now offering more margins, exciting offers and
long credit period to retailers and wholesalers.
ITC not only focuses on elite class people but also
on the masses through their Top Down Strategy.
ITC-WORKING FOR YOU * WORING FOR INDIA

THANK YOU