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    Marketing Strategy of Itc

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    Prakash Dutta
    ITC Ltd is an Indian conglomerate founded in 1910 with diversified businesses including cigarettes, food, hotels, paper, and information technology. It has a market capitalization of $15 billion and annual revenue of $4.75 billion. The document analyzes ITC's strategy in developing new product lines in its food business by leveraging its strengths in branding, R&D, packaging, and distribution. While analysts were unsure if ITC could succeed across all food categories, it launched a wide range of non-tobacco FMCG products and aggressively distributed them using its existing cigarette network to capitalize on its strong brand.

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    Marketing Strategy of Itc

    Uploaded by

    Prakash Dutta
    815 views5 pages
    ITC Ltd is an Indian conglomerate founded in 1910 with diversified businesses including cigarettes, food, hotels, paper, and information technology. It has a market capitalization of $15 billion and annual revenue of $4.75 billion. The document analyzes ITC's strategy in developing new product lines in its food business by leveraging its strengths in branding, R&D, packaging, and distribution. While analysts were unsure if ITC could succeed across all food categories, it launched a wide range of non-tobacco FMCG products and aggressively distributed them using its existing cigarette network to capitalize on its strong brand.

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    ITC Ltd is an Indian conglomerate founded in 1910 with diversified businesses including cigarettes, food, hotels, paper, and information technology. It has a market capitalization of $15 billion and annual revenue of $4.75 billion. The document analyzes ITC's strategy in developing new product lines in its food business by leveraging its strengths in branding, R&D, packaging, and distribution. While analysts were unsure if ITC could succeed across all food categories, it launched a wide range of non-tobacco FMCG products and aggressively distributed them using its existing cigarette network to capitalize on its strong brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    815 views5 pages

    Marketing Strategy of Itc

    Uploaded by

    Prakash Dutta
    ITC Ltd is an Indian conglomerate founded in 1910 with diversified businesses including cigarettes, food, hotels, paper, and information technology. It has a market capitalization of $15 billion and annual revenue of $4.75 billion. The document analyzes ITC's strategy in developing new product lines in its food business by leveraging its strengths in branding, R&D, packaging, and distribution. While analysts were unsure if ITC could succeed across all food categories, it launched a wide range of non-tobacco FMCG products and aggressively distributed them using its existing cigarette network to capitalize on its strong brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 5

    MARKETING & BUSINESS STRATEGY

    OF
    ITC LTD.

    Submitted as a project for marketing

    Submitted by:

    Prakash Dutta

    Sec-B

    Roll- 18

    IILM

    IILM
    BUSINESS SCHOOL
    KOLKATA
    INTRODUCTION
    ITC India Limited
    Type Public (BSE: ITC)
    Founded August 24, 1910
    Radha Bazaar Lane, Kolkata, India
    Headquarters Virginia House, Kolkata, India
    Key people Y C Deveshwar, ChairmanK Vaidyanath, Director,
    CFO: Partho Chatterjee
    Industry Tobacco, Foods, Hotels
    Products Cigarettes, Packaged Food, Hotels, Apparel
    Revenue $4.75 billion USD (2006)
    Employees 20,000 (2006)
    Website http://www.itcportal.com/

    ITC is one of India's foremost private sectors companies with a


    market capitalization of nearly US $ 15 billion and a turnover of
    over US $ 4.75 billion. ITC is rated among the World's Best Big
    Companies, Asia's 'Fab 50' and the World's most Reputable
    Companies by Forbes magazine, among India's Most Respected
    Companies by Business World and among India's Most Valuable
    Companies by Business Today. ITC also ranks among India's top
    10 `Most Valuable (Company) Brands', in a study conducted by
    Brand Finance and published by the Economic Times.

    ITC has a diversified presence in Cigarettes, Hotels, Paperboards


    & Specialty Papers, Packaging, Agri-Business, Packaged Foods &
    Confectionery, Information Technology, Branded Apparel,
    Greeting Cards, Safety Matches and other FMCG products. While
    ITC is an outstanding market leader in its traditional businesses of
    Cigarettes, Hotels, Paperboards, Packaging and Agri.-Exports, it is
    rapidly gaining market share even in its nascent businesses of
    Packaged Foods & Confectionery, Branded Apparel and Greeting
    Cards
    OBJECTIVE
    The primary objective of this study is to systematically
    explore the determinants responsible for the competitive
    advantage of ITC Limited and how ITC developed new
    product lines in its foods business drawing on its
    competencies in brand-building, R&D, packaging, and
    distribution. However, market analysts were not sure
    whether ITC would achieve success in all the food
    categories that it had entered.

    • Why people are buying the products.


    • What all the things which influences them to buy
    • To understand how ITC has diversified themselves to a
    multi-product corporation from a single product company

    RESERCH METHODOLOGY
    The researcher has used secondary data, magazines,
    internet, and books.

    Findings and Analysis


    Analysis of Market activity
    Product Mix of ITC

    ITC Ltd.

    Agri. Business FMCG-


    CIGARETTES

    Paper Board FMCG-


    and OTHERS
    Packaging
    INFOTECH HOTELS

    ITC had launched nearly all the products range off Non tobacco
    Products; they are very aggressive in their distribution of such
    products. The existing network of ITC’s Cigarettes distribution is
    being used extensively for the sales all products of ITC Food
    division. They are trying to capitalize the market by associating
    the products with the ITC brand.

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