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arent Company

ITC Limited

Category

Consumer Products, Hotels & Services

Sector

FMCG

Tagline/ Slogan

100 Inspiring years; 100 years 1 mission India first

USP

ITC is rated among the World's Best Big Companies


STP

Segment

Products and services for daily needs

Target Group

Every Indian household especially the middle class

Positioning

Enduring Value. For the Nation. For the Shareholder.


Product Portfolio
Consumer Products
1. Essenza Di Wills
3. Vivel
5. Classic
7. Navy Cut

Brands

Food & Beverages


1. Sunfeast Milky Magic
3. Mint-O
5. Sunfeast Bourbon
7. Sunfeast Yippie
9. Bingo Tedhe Medhe

2. Fiama Di Wills
4. Superia
6. Gold Flake

2.Sunfeast Marie Light


4. Sunfeast Dark Fantasy
6. Bingo Chips
8. Bingo Mad Angles

SWOT Analysis
Strength

1. ITC has a strong and experienced management


2. Strong brand presence, excellent products advertising
3. Diversified product and services portfolio which includes FMCG,
Hotel chains, paper & packaging and agri-business

4. Over 6500 E-Choupal CSR activities and sustainability initiatives


enhance ITCs brand image reaching over 4 million farmers
5. ITC limited employees over 25,000 people
6. Excellent research and development facilities

Weakness

1. ITC is still dependant on its tobacco revenues and people have


cheaper substitutes and other brands
2.Hotel industry has not been able to create a huge market share

Opportunity

1. Tap rural markets and increase penetration in urban areas


2.Mergers and acquisitions to strengthen the brand
3.Increasing purchasing power of people thereby increasing demand
4. More publicity of hotel chains to increase market share

Threats

1. Strict govt regulations and policies regarding cigarettes


2.Intense and increasing competition amongst other FMCG
companies and hotel chains
3.FDI in retail thereby allowing international brands
Competition
1. Marico
2. L'Oral
3. Nirma Ltd
4. HUL
5. Colgate-Palmolive
6. Procter and Gamble

Competitors

7. Dabur

Classic Cigarettes
Parent Company

ITC

Category

Cigarettes

Sector

FMCG

Tagline/ Slogan

Discover a passion

USP

High Quality, Value priced


STP

Segment

Premium Segment cigarettes

Target Group

Middle level people who are concerned for price as well as brand

Positioning

For People who are passionate for quality and sensitive to price

Parent Company

ITC

Category

Cigarettes

Sector

FMCG

Tagline/ Slogan

For the Gracious People; Celebrate the feeling

USP

The product did not boast any USP. It still differentiated itself on the
purity and quality of its experience
STP

Segment

Premium cigarette segment

Target Group

Adult as well as the youth smokers. It extended beyond the SEC A


category to the SEC B as well

Positioning

For the gracious people"

Bingo Chips
Parent Company

ITC Limited

Category

Wafers

Sector

Food Products

Tagline/ Slogan

No confusion great combination

USP

The crunchiest potato chips


STP

Segment

People who want to have between meal snacks

Target Group

Youth of Lower, middle income

Positioning

Great chips with great flavors

Parent Company

ITC

Category

Food Products

Sector

Food Products

Tagline/ Slogan

The better noodles; Spread the smile

USP

Instant noodles with different tastes


STP

Segment

People looking for a healthy snack when hungry

Target Group

Young people and children from upper and middle class

Positioning

Sunfeast Yippee noodles do not lump even 30 minutes after cooking

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