FIROS FEBIN1ST SEMESTERMBA(BU)COMMUNICATION

…ENDURING VALUES

Chairperson : Y C DeveshwarDirectors : S S H Rehman, Nakul Anand, A Singh, PV Dhobale, K Vaidyanath, K N Grant, A Baijal, B Vijayaraghavan J P Daly, H G Powell, P B Ramanujan, B Sen, R S Tarneja,

CEO, Yogesh Chander Deveshwar

founder: W.D. & H.O. Wills

CURRENT SCENARIO

Vision: Sustain ITC’s position as one of India’s most valuable corporations

through world class performance, creating growing value for the Indian economy

and the Company’s stakeholders.

Mission: To enhance the wealth generating capability of the enterprise in a

globalizing environment, delivering superior and sustainable stakeholder value.

Core values: ITC’s core values are aimed at developing a customer focused,

high performance organization which creates values for its stakeholders.

HISTORY ITC was formed on 24 August 1910 under the name of Imperial Tobacco Company of

India Limited.

 The earlier decades of the company's activities centered mainly around tobacco products. In the 1970s, it diversified into non-tobacco businesses.

1974 – The Company's ownership progressively Indianised, and the name of the Company was changed to ITC Limited (Indian tobacco company)

1975 – The Co. launched its HOTEL BUSINESS which was named ‘ITC-Welcomgroup Hotel Chola’.

• 1979 – ITC entered the Paperboards Business by promoting. Bhadrachalam Papaerboards Limited, which today has become the market leader in India.

1985 – Surya Nepal Pvt. Ltd.

1990 - International Business Division for export of agri-commodities

2000 – Life style retailing business with Wills sport range of international quality relaxed wear for men and women

2000 – ITC InfoTech Ltd.

2001 – ITC entered into food business with launch of ‘kitchen of India’ ready to eat Indian gourmet dishes.

2002 – Safety matches.

2003- Agarbattis.

2005 – Essenza di wills.

2010, ITC launched its handrolled cigar - Armenteros - in the Indian market

The company began online sales in 2014.

WHERE COMPANY STANDS?

ITC features on the Forbes Global 2000 rankings for 2012 at position 841. In the same

rankings, the company's market value placed it as the 184th largest company in the world.

In 2013, ITC was ranked the third most admired company in India by Fortune.

ITC is rated among the World's Best Big Companies, Asia's'Fab 50' and the World's Most

Reputable Companies by Forbes magazine.

In 2011, all of ITC’s super premium luxury hotels were accorded LEED Platinum

certification, making ITC Hotels the ‘Greenest Luxury Hotel Chain in the World’.

ITC PRODUCTS

FMCG-CIGARETTES Market leader in India. Highly portfolio of brands includes Insignia, India

kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.

PACKAGED FOODS

Aashirvaad Bingo Candyman

Kitchen of india SunfeastMint-O

EDUCATION AND STATIONERY

Classmate Paperkraft Colour Crew

PERSONAL CARE

EngageEssenza Di Wills

Vivel Superia

Fiama Di Wills

INTENSE STICKS SAFETY MATCHES

Mangaldeep AIM

LIFESTYLE RETAILING

HOTELS AND TOURISM

SEGMENT DOMINANCE

CIGARETTES 70%

PAPERBOARD &PACKAGING

Packaging board – No.1 in Asia

AGRI-BUSINESS one of the largest exporters from India

HOTELS ITC Group ranks No.2

FMCG(OTHERS) 20% share of greeting cards market, ”Aashrivaad” atta is No.1 in branded segment

MARKET STAND OF ITC PRODUCT

Major strategies followed

DISTRIBUTION NETWORK

• Huge distribution network due to its tobacco business.• Today, ITC‟s Bingo and Sunfeast are available at nearly 1.8 million outlets whereas Parle is available at only 1.5 million outlets.

 Market differentiation

In Biscuits also, ITC launched differentiated products in each and every segment. For e.g. it introduced an Orange Marie, a butterscotch cream biscuit, chilli flakes in a biscuit and even honey flavor under the Sunfeast brand.

In March 2005, ITC Foods launched Sunfeast Pasta, a whole wheat based product targeted at children. It was expected to compete with products like Nestle‟s Maggie noodles. With this strategy ITC built for itself new markets.

Cost control strategy

ITC realized that they have to offer products at a price which is either equal or less than what the competitors are offering.

ITC‟s printing and packaging business provided high-quality, cost-effective, and innovative packaging.

ITC also enjoyed cost advantages over its competitors owing to its electronic procurement system called e-Choupal.

Diversification of products

Bingo, ITC has come up with 21 flavors in comparison to its competitor „Lays‟ of „Frito Lay‟ which has only 4 major flavors.

Extensive advertising

They hired the best professionals and the best ambassadors in the country to make their products famous. The tagline "Jab Laila ko karna tha impress to majnu ne khayi mint o fresh" has stood the test of times and is still widely known and remembered. 10 to 15 spots per channel per day on youth channels such as MTV and Star World, mass Hindi channels like Zee and Star TV, and news 19channels. It also had around 20 spots on a variety of radio channels and advertised in most leading national dailies. Top-30 cities, over 1,000 outdoor hoardings advertised the product. ITC spent close to Rs 100 crore on marketing.

Regular introduction of new products

ITC has been expanding its distribution network aggressively and also their product range.

In biscuits and wafers range, it is launching new products or flavors week after week.

Innovation

ITC was innovative in identifying the market or niche for all its products.

E-CHOUPAL

• Choupal is a Hindi word which means village meeting

place, and ‘E’ here stands for electronic so it is a

village meeting place on a electronic platform.

• It is a virtual market place where vendors and

customers come together to do transactions.

• It’s a place where farmers can transact directly with a

processor and realize better price for their products.

Started in the year 2000Target Area so far 38,000 villages, 9 statesWholly owned by ITC

ADVANTAGES No hierarchy of brokers.

Internet is used as a low cost medium of communication providing latest

information.

E-choupals are set up by ITC with solar power backup and VSAT

connectivity. The equipment cost for the e-choupal is borne by ITC.

Allow farmers to compare global and local market price (mandi)

To farmers they give access to operational information developed by ITC

experts, pertaining to cropping, seeds, fertilizers and so on.

SOMETIMES, NOT TAKING

RISK IS THE BIGGEST

RISK …

YC Deveshwar

… Y C Deveshwar