ITC Ltd.

INTRODUCTION

Imperial Tobacco Company of India Limited was incorporated on August 24, 1910.

Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974.

Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-business, Foods, Lifestyle Retailing, Education & Stationery and Personal Care .

THE MARKETING ENVIRONMENT CONCEPT

MICRO-ENVIRONMENT

The Company

Suppliers

Marketing Intermediaries

Competitors

Publics

Customers

MACRO-ENVIRONMENT

Demographics

Economics

Natural

Technologies

Political

Cultural

READY TO EAT KITCHENS OF INDIA

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Marketing service agency :-Tie up with leading web-portals like rediff.com

Physical distribution :- Toll free numbers was put in place for home delivery in metros .

Competitors :- to gain advantage over traditional sweets . Agents were appointed to promote the Koi sweets as a better alternative to traditional sweets

Competitive pricing :- they went for competitive pricing in Ashirvaad Brand

B. International Market 40% - 50% of KOI brand products were exported

to US , Canada , UK , Switzerland & Australia .

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A. DEMOGRAPHIC I. Changing family system :- 30% growth rate since 2003 ,

double income nuclear family demands high quality , hygienic , convenience food , willing to pay more .

Ii. Change in lifestyle :- annual growth rate of 20 % due to changing environment , ITC captured 35% market share .

B. TECHNOLOGICAL launched a website www.kitchensofindia .com to provide product information & facilitate online buying

CONFECTIONARY

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MARKETING INTERMEDIARIES :- The cigarette’s distribution channel network is used for the confectionary’s distribution

CUSTOMERS :- customer market – Mint-o-Fresh , impulse purchase segment youth (as a cool product)

MINT-O-FRESH

IMPULSE PURCHASE SEGMENT – YOUTH (as

cool product)

STAPLES

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SUPPLIERS :- E-Choupal project in 2000 where farmers could transact deriving cost benefits through lower purchase rates.

INTERMEDIARIES :- In august 2004 , ITC opened “Choupal-Sagar” a village complex in Rafiqgang , it served as a retail outlet for a number of products sharing from toiletries to motor cycles & tractors .

COMPETITORS :- HLL, Nirma, Marico Industries

COMPETITORS :- Annapurna –HLL

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MARKET SHARE

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5 TATA SALT

ITC-AASHIRVAAD

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NATURAL ENVIRONMENT :- ITC had its wheat flour packaged in PET recyclable poly packs . Which made it environment friendly.

TECHNOLOGICAL:-

A.) Well managed MIS system.

B.) E-choupal :- ITC enjoyed cost advantage over its competitors going to its electronic procurement system called E-choupal.

POLITICAL AND SOCIAL ENVIRONMENT :-

Legislation regulating business in 2002 Government of India’s proposal to remove restrictions on the movement of Agri-commodities across state . Which gave a boost to the trade in wheat flour.

BISCUITS

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COMPANY:- R & D came up with orange Marie &

butterscotch cream variants after the extensive survey of 14,000 consumers .

MARKETING INTERMEDIARIES:- A.) TV ads which appeared both on national & regional channels.

B.) tied up with “mouse of spices” to capture US market.

COMPETITION :- A.) cut throat competition was in biscuit segment so a wide variety of product was launched like orange Marie , a butterscotch cream biscuit , chili flakes & biscuit in honey flavor .

B.) To compete with the Maggi Noodles ITC launched Sunfeast pasta in the branded Noodles & Pasta market

CUSTOMER :-

Sunfeast Glucose

• Children in the age group of 4-14 yrs & thiers mothers

Sunfeast orange Marie

• Housewifes & female

Sunfeast cream & pasta

• children

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POLITICAL & SOCIAL ENVIRONMENT :-

A.) launched an awareness program Sunfeast “HARA BANAO CAMPAIGN” by sampling plantation drive in Andhra Pradesh .

B.)Women’s Tennis Event “The Sunfeast open 2005”

LEGAL :- march 2006 excise duty on pasta slashed from 16% - NIL which was expected to its growth.

KANIKA SAHAI –11BSPHH011162

RASHIK KUMAR – 11BSPHH011119

SANJEET KUMAR SHARMA – 11BSPHH010720

SOUMYA MAHAJAN –11BSPHH010832

SUHAIL GANDHOK – 11BSPHH010854

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