ITC-Brand portfolio and Brand architecture

Download ITC-Brand portfolio and Brand architecture

Post on 25-Nov-2014




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ITCBrand Portfolio ITC ranks among India s top 10 most valuable (company) brands. It has products like Cigarettes, Hotels,Agri business,Packaged food & confectionary, Apparels, Personal care, Safety matches and several other products. Speaking in detail it has the following brands in different product categories: 1)Personal Care-Essenza Di Wills, Fiama Di Wills, Vivel, Superia. 2)Apparels- John Players, Wills Lifestyle, Miss Players. 3)Foods- Aashirvad, Bingo, Sunfeast,Mint-o, Candyman. 4)Education and Stationary products- Classmate, Paperkraft. 5)Agarbattis and Safety matches-AIM, Mangaldeep. 6)Agri Business- Chaupal Sagar 7)Cigarettes-Classic,Insignia,India Kings,Gold Flake, silk Cut,Navy Cut,Capstan,Scissors,Flake. 8)Hotels-ITC Sonar.

Brand Architecture ITC follows the policy of endorsed brands because in each of its products it first mentions the name ITC, followed by the name of the

product. This thing is followed by several other companies such as Nestle and Cadbury s. Its main business areas are FMCG, Hotels, Agri business and Speciality boards. Among these, it doe s nt mention its name ITC in its speciality boards which it is doing for other products. We can consider the importance of its different brands under different product categories by taking the example of personal care products. In this , its Fiama Di Wills brand is more popular than Vivel, followed by Superia which is the least popular one. To promote its brands, ITC does heavy advertising. It always believes in innovation as it always introduces products with enhanced features. If we will talk in terms of BCG matrix then we will found that its Hotel s brand ITC Sonar is in the star stage, its stationary products brands such as Classmate and Paperkraft are in the question mark stage, its FMCG brands are in the cashcow stage and its apparel brand specially Miss Players, apart from John Pl ayers and Wills lifestyle is in the Dogs stage. Further, to promote its products, ITC uses celebrities such as Katrina Kaif(Vivel), Deepika Padukone(Fiama Di Wills) and Ranveer Kapoor( John Players).