2. ITC Limited public conglomerate company headquartered
in Kolkata, India.
Its turnover is $7 billion and a market capitalization of over $33 Billion.
It started off as the Imperial Tobacco Company, and shares ancestry
with Imperial Tobacco of the United Kingdom, but it is now fully independent,
and was rechristened to Indian Tobacco Company in 1970 and then to I.T.C.
Limited in 1974
The company is currently headed by Yogesh Chander Deveshwar. It
employs over 26,000 people at more than 60 locations across India and is listed
on Forbes 2000.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards &
Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products.
3. ITC's aspiration to be an exemplar in sustainability practices
is manifest in its status as the only company in the world of its size and diversity
to be 'carbon positive', 'water positive' and 'solid waste recycling positive.
ITC's businesses have created sustainable livelihoods for more than 5
million people, a majority of whom represent the poorest in rural India.
ITC was the first company in India to voluntarily seek a corporate
governance rating .
ITC's Agri-Business is one of India's largest exporters of agricultural
products.
ITC is one of the country's biggest foreign exchange earners (US $ 3.2
billion in the last decade).
As one of India's most valuable and respected corporations, ITC is widely
perceived to be dedicatedly nation-oriented.
The vision of the company is expressively captured in its corporate positioning
statement: "Enduring Value. For the Nation. For the Shareholder."
4. The company was founded as Wills, Watkins & Co. by Henry Overton
Wills and his partner Watkins, who opened a shop in Castle Street, Bristol in
1786. After the retirement of his partner in 1789, it became Wills & Co.
In 1826 his two sons, William Day Wills and Henry Overton Wills took
over the company.
In 1830, the company was renamed W.D. & H.O. Wills.
In 1901 Sir William Henry Wills formed the Imperial Tobacco
Company from a merger of W.D. & H.O. Wills with seven other British tobacco
companies
ITC was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership progressively
Indianised, the name of the Company was changed from Imperial Tobacco
Company of India Limited to India Tobacco Company Limited in 1970 and
then toI.T.C. Limited in 1974.
5. The primary objective of this study is to systematically explore the
determinants responsible for the competitive advantage of ITC Limited and how
ITC developed new product lines in its foods business drawing on its
competencies in brand-building, R&D, packaging, and distribution.
However, market analysts were not sure whether ITC would achieve success in
all the food categories that it had entered.
• Why people are buying the products.
• What all the things which influences them to buy
• To understand how IT C has diversified themselves to a multi-product
corporation from a single product company
6. • Sustain ITC's position as one of
India's most valuable corporations
ITC through world class
performance, creating growing
VISION value for the Indian economy and
the Company’s
stakeholders
• To enhance the wealth
generating capability of the
ITC enterprise in a globalizing
environment, delivering superior
MISSION and sustainable stakeholder value
7.
8. FMCG
Cigarettes Foods Personal Care Lifestyle Retailing
,
Education & Stationery Matches Incense Sticks
Paper & Agri Information
Hotels Packaging Technology
Business
9. The Basic Concept used by ITC is:
“PRICE IS SOMETHING WHICH CUSTOMER IS READY TO PAY FOR YOUR
PRODUCT”
Pricing is an important strategic issue because it is related to
product positioning. Furthermore, pricing affects other marketing mix elements
such as product features, channel decisions, and promotion.
While there is no single recipe to determine pricing, the following is
a general sequence of steps that are followed for developing the pricing of
product:
1. Develop marketing strategy - perform marketing
analysis, segmentation, targeting, and positioning. Methods Adopted: Box Plot
Method: i.e. Market Segmentation
2. Make marketing mix decisions - define the product, distribution, and
promotional tactics.
10. ITC Distribution
Buoyed by a strong distribution network ITC is likely to retain its market share in
the cigarettes business; the ban on advertisements is likely to work in favour of ITC
thanks to the recall factor.
MANUFACTURING HUB
UNIT DISTRIBUTORS
WHOLESALER
RETAILERS
SMALL RETAILRS MALLS
11. A particular budget is allocated for the promotion of the products,.
The local promotionscheme is decided by the Area Sales Manages, it give its
suggestion to the District officeand that is forwarded to the Head Quarter in
Kolkata.
In another promotional scheme for Biscuits a particular number of cases is
given freely to the distributors according to the amount of sale they make, this
was a drop down promotion i.e. of the number of free cases that a particular
distributors gets, off them acertain part is reserved for the retailers and customer
if they buy a certain level of biscuit quantity
