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CONTENTS
TOPICS
Introduction
Product Profile
Marketing Strategies
e - Choupal
Case Study
New Launches
Introduction
Type: Public (BSE:ITC)
Founded: 24 August 1910
Radha Bazar Lane, Kolkata, India
Headquarters: Kolkata, India
Key people: Yogesh Chander Deveshwar, Chairman
K. Vaidyanath, Director, Partho Chatterjee, CFO
Industry: Tobacco, foods, hotels, stationery, greeting cards
Products: Cigarettes, packaged food, hotels, apparel
Employees: over 25,000 (2009)
Website: http://www.itcportal.com/
Forbes Global 2000 List: 987 rank (2009)
Sales ($ billion): 3.65
Profits($ billion): 0.79
Assets($ billion): 4.43
Market Value($ billion): 13.48
ITC is one of India's foremost private sector companies. ITC is rated
among the
World's Best Big Companies
Asia's 'Fab 50'
World's Most Reputable Companies by Forbes magazine
India's Most Respected Companies by BusinessWorld
India's Most Valuable Companies by Business Today.
ITC ranks among India's `10 Most Valuable (Company) Brands', in a
study conducted by Brand Finance and published by the Economic
Times.
ITC also ranks among Asia's 50 best performing companies compiled
by Business Week.
CIGARETTES
FOODS
LIFESTYLE RETAILING
PERSONAL CASE
EDUCATION AND
ATATIONARY
SAFETY MATCHES
AGARBATTIS
CIGA RET TE S
ITC is the market leader in cigarettes in India. With its wide range of
invaluable brands, it has a leadership position in every segment of the
market. It's highly popular portfolio of brands includes Insignia, India
Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan,
Berkeley, Bristol and Flake.
FOODS
The Foods business is today represented in 4 categories in the market.
These are:
Ready To Eat Foods
Staples
Confectionery
Snack Foods
PERSONAL CARE
Products- Fragnances, shampoos, shower gels, conditioners, beauty bath soaps
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel
Di Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging
consumer response and is being progressively extended nationally.
EDUCA TION A ND S TA TIONA RY
ITC’s stationery Brands are marketed as “Classmate” and
“Paperkraft”,
CLASSMATE-India’s truly largest National brand
BUSINESS-
deliver end-to-end IT solutions and services to its customers worldwide
Banking
Financial Services & Insurance (BFSI)
Consumer Packaged Goods (CPG)
Hospitality Manufacturing
Media & Entertainment
Retail
Travel
Transportation
SERVICES-
Advanced technologies
Business consulting
Customer Relationship Management
Customer Applications
Engineering Services
Enterprise Resource Planning
Infrastructure services
Product lifecycle management
Quality Assurance and testing
Quality controlling
ADVANTAGES-
•Key players in the off shoring arena
•Flexibility in relationship
•Part of every strategic partnership
•Reward system
•Performance Management System
PAPERBOARDS AND PACKAGING
It Includes-
PAPERBOARD AND SPECIALTY PAPERS
ITC’s Paperboard and Specialty Papers Division is India’s largest and most
technologically advanced paper and paperboards business.
This business has won numerous awards for quality, environmental management
systems and product excellence
It is the first-mover in the field of collecting and recycling post-consumer waste from
residential localities, corporate and educational institutes.
The Products are-
PACKAGING
Virgin
Folding Box Boards
Solid Bleached Boards
Recycled
Coated Duplex Whiteback
Coated Duplex Greyback
White Liner
SPECIALTY
Liquid packaging
Gypsum Liners
Cupstock
Barrier coated cartonboards
Cast coated paper & boards
PACKAGING
ITC's Packaging & Printing Business is the country's largest convertor of
paperboard into packaging.
It converts over 50,000 tonnes of paper and paperboard per annum into a
variety of value-added packaging solutions
Its client list includes national and international companies like British
American Tobacco, Philip Morris International, Surya Nepal Private Limited,
VST Industries, UB Group, Nokia, Flextronics, Foxconn, FMC India Pvt Ltd.,
Pernod Ricard, Allied Domecq, Whyte & Mackay, Hindustan Lever, Tata
Tetley, Nestle and Reckitt Benkiser India Ltd.
ITC- Welcomgroup pioneered the holistic concept of 'branded accommodation' in the hospitality
industry.
It was the first to launch the idea of a 'Hotel within a Hotel' by segmenting, customizing and branding
hotel services like 'ITC One', 'Towers' and the 'Executive Club‘
Welcom hotels
Fortune hotels
Welcom heritage
LINES OF BUSINESS
Includes manufacture and marketing of cigarettes and readymade garments
as well as export of readymade garments
The joint venture company currently operates across India under the
"Welcom Heritage" brand
Wills Lifestyle is the title partner of the country’s most premier fashion
event - Wills Lifestyle India Fashion Week.
Making designer wear available at their stores designed by Manish Arora,
Rohit Bal, Shantanu & Nikhil, Rohit Gandhi & Rahul Khanna.
Miss Players with AMRITA RAO as face of brand provides
clothes & accessories designed keeping in mind the tastes
of the young Indian woman.
John Players is No. 1 fashion brand for the youth. This foray leverages ITC’s
proven competencies in
5. understanding consumer insights
6. brand building
7. design capabilities.
The brand is available over 240 exclusive stores and over 1500 multi-brand
outlets.
Personal Care Products Manufacturing meets
2. stringent requirements of hygiene
3. benchmarked manufacturing practices
Contemporary technology and latest manufacturing processes
combined to produce superior products which rank high on
5. quality
6. consumer appeal.
In recognition of its quality products & processes the business has been
awarded with ISO 9001:2000 by Messrs Det Norske Veritas.
ITC’s Paperboards and Specialty Papers business has also been a first-
mover in the field of collecting and recycling post-consumer waste from
residential localities, corporate and educational institutes.
ITC reaches out directly to consumers with its Wealth Out of Waste
(WOW) campaign
entered the Flexibles and Corrugated Cartons business.
ITC has enhanced value of some of the most favoured brands with superior
look-and-feel packaging
e-Choupal
To Tackle Challenges
Fragmented farms
Weak infrastructure
Involvement of various intermediaries
e-Choupal unshackles
low investment
low productivity
weak market orientation
low value addition
low margin
low risk taking ability
e-Choupal
What ITC has done?
Transformation
Linking -procurement of agriculture and aquaculture products such as
soyabeans, coffee, wheat, rice, pulses, maize, spices and prawns, shrimps.
Each e-choupal serves approximately 10 villages within 5 kilometers radius
Power back
upgrading BSNL exchanges
installation of VSAT VSAT equipment
equipment,
Mobile Choupals, 24x7
helpdesk etc Mobile Choupal
Mandi e-Choupal
Inbound
Pricing
Logistics
Bagging &
weighing Weighing &
Payment
Payment
Hub
Outbound Logistics
Logistics
Business Model
The e-Choupal Services
Information
Knowledge
Purchase-choupal saagar
Sales
The Case Study
•The competition that ITC is going to face in each of the segments it has
diversified
into is also explored.
Objectives
To highlight ITC's need to diversify its portfolio of product mix
To highlight the strategies adopted by ITC to maintain its position as
one of India's leading companies
To discuss the future possibilities of strategic planning by ITC
What they did was…
Customisation of product
Brand image enhancement
The Company’s relentless efforts to create value through