NAME :RANJITH S

REG NO :710721631083
COURCE :SALES AND DISTRIBUTION MANAGEMENT
COURCE CODE :BA4012
ASSIGNMENT : 1

ITC is one of India's foremost private sector companies with a Gross Sales Value of ₹
90,104 crores and Net Profit of ₹ 15,058 crores (as on 31.03.2022). ITC has a diversified
presence in FMCG, Hotels, Packaging, Paperboards & Specialty Papers and Agri-Business.
ITC's aspiration to be an exemplar in sustainability practices is manifest in its status as the
only company in the world, of its size and diversity, to be carbon, water and solid waste
recycling positive. In addition, ITC's businesses and value chains create sustainable
livelihoods for more than 6 million people, a majority of whom represent the poorest in
rural India.

₹ 90,104 crores Gross Sales Value (figures as on 31.03.2022)

• ₹ 15,058 crores Net Profit (figures as on 31.03.2022)

• 12 Businesses of Tomorrow
• 4 Million Farmers Benefitted
• 6 Million Sustainable Livelihoods
• 200+ Manufacturing
• 113 Hotels across 70 locations
• 25 FMCG Mother Brands
• 36,500 ITC Group Direct Employees
• 17 years Carbon Positive
• 20 years Water Positive
• 15 years Solid Waste Recycling Positive
• 42% of Total Energy is Renewable
• 38 Platinum Rated Green Building

ITC Limited

Formerly Imperial Tobacco Company of India

Limited (1910–1970)
India Tobacco Company Limited (1970–
1974)
I.T.C. Limited (1974–2001)
ITC Limited (2001–present)

Type Public

Traded as • BSE: 500875

• NSE: ITC
• BSE SENSEX constituent
• NSE NIFTY 50 constituent
ISIN INE154A01025

Industry Conglomerate[1]

Predecessor W.D. & H.O. Wills

Founded 24 August 1910; 112 years ago[2]

Headquarters Virginia House, Kolkata,

West Bengal, India

Area served • Indian subcontinent

• Gulf countries

Key people Sanjiv Puri

(Chairman & MD)[3]

Products • Consumer goods

• Apparel
• Education
• Hotels and Resorts
• Paperboards & Specialty papers
• Packaging
• Agribusiness
• Information technology
• Cigarettes

Revenue ₹62,504 crore (US$7.8 billion) (2022)

Operating ₹20,722 crore (US$2.6 billion) (2022)

income

Net income ₹15,485 crore (US$1.9 billion) (2022)

Total assets ₹77,259 crore (US$9.7 billion) (2022)

Total equity ₹62,455 crore (US$7.8 billion) (2022)

Number of 36,500 (2021)

employees

Subsidiaries ITC Hotels

Classmate (stationery)
ITC Paperboards and Specialty Papers
Division
ITC Infotech
Sunrise Foods
The ITC Vision & Mission

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.

THE ITC MISSION

• To enhance the wealth generating capability of the enterprise in a globalising

environment, delivering superior and sustainable stakeholder value.
• The ITC Way
• ITC is a board-managed professional company, committed to creating enduring
value for the shareholder and for the nation. It has a rich organisational culture
rooted in its core values of respect for people and belief in empowerment. Its
philosophy of all-round value creation is backed by strong corporate governance
policies and systems.

ITC’s CORPORATE STRATEGIES

Create multiple drivers of growth by developing a portfolio of world class businesses

that best matches organisational capability with opportunities in domestic and export
markets.
Continue to focus on the chosen portfolio of FMCG, Hotels, Paper, Paperboards &
Packaging, Agri Business and Information Technology.
Benchmark the health of each business comprehensively across the criteria of Market
Standing, Profitability and Internal Vitality.

CORE VALUES

• ITC’s Core Values are aimed at developing a customer-focused, high-performance

organization which creates value for all its stakeholders:
• Trusteeship
• As professional managers, we are conscious that ITC has been given to us in
“trust” by all our stakeholders. We will actualise stakeholder value and interest on
a long term sustainable basis.
• Customer Focus
GLOBALISATION:

ITC’s mission is to sustain and enhance the wealth-generating capacity of its portfolio of
businesses in a progressively globalising environment. As one of India’s premier
corporations employing a vast quantum of societal resources, ITC seeks to fulfil a larger
role by enlarging its contribution to the society of which it is a part. The trusteeship role
related to social and environmental resources, aligned to the pursuit of economic
objectives, is the cornerstone of ITC’s Environment, Health and Safety philosophy.

SWOT ANALYSIS:

STRENGTHS:

• MANAGEMENT – experienced broad base of interests and knowledge

• PRODUCT LINE – unique, tastes good, competitive price, and convincement.
• MARKETING – diverse and global awareness.
• PERSONNEL – international, diverse positions, high sakes revenue, high sale
growth, large capital base.
• MANUFACTURING – low costs an liabilities due to outsourcing of bottling.
• RESEARCH AND DEVELOPMENT – continuous efforts to research trends an
reinforce creativity.
• CONSUMER/SOCIAL – huge market in the healthy products and growing market
for specialized foods for ethic groups.
• COMPETITIVE – distinctive name, product and packaging in with regards to its
markets.
• TECHNOLOGICAL – internet promotion such as banner ads and keywords can
increase their sales and more computerized manufacturing their efficiency.

WEAKNESS :

• MANAGEMENT – large size may lead to conflicting interests.

• PRODUCT LINE – new one calorie product have no existing customer base generic
have brands can make similar product.
• MARKETING – may lose focus, may not be segmented enough.
• PERSONAL – possible conflicts due to so many people, possible trouble staying
focused.
 • FINANCE – high expenses may have trouble balancing cash-flow of such a large
operation.

OPPORTUNITIES:

• Expected 30% CAGR in organized market to result in better footfall and

conversion rates.
• Entry into Tier 2 & Tier 3 cities.
• Collaboration with foreign player because of a national brand.
• An opportunity to diversify its operations in e-relating.
• As big company of India can go globally.

THREATS:

• Employee shortage and attrition due to rapid growth in the whole market.
• Impact of slowdown in consumer spends to be felt in FMCG market.
• Opening up of economy for free entry of foreign players. (Anon., n.d.)

PEST ANALYSIS:

• POLTICAL
• Congress Dominance
• Politically active unions
• Govt. took over sick companies.
• MNCs urged to liquidate equity with a cap of 40%
• Multiparty coalitions causing political uncertainty

ITC Marketing Strategy & Marketing Mix (4Ps)

ITC Product Strategy:

• The product strategy and mix in ITC marketing strategy can be explained as follows:
 • ITC is a leading FMCG company in India. ITC has a dynamic portfolio in its marketing
mix with businesses spanning FMCG, Agri-business, Hotels, Information
technology, paperboards and packaging.
ITC Price/Pricing Strategy:
• Below is the pricing strategy in ITC marketing strategy:
• ITC has different price points as it has a diversified product portfolio.
• ITC have products in all price brackets but more and more new products are on the
premium side as they provide higher margins. Pricing of the product depends on
several things like pricing objective, the market one is operating in, the purchasing
power of the consumers, the market condition, product’s market position etc. For
instance, as Bingo was entering the market, it adopted a very clever aggressive
pricing strategy to capture the market share
ITC Place & Distribution Strategy:
• Following is the distribution strategy in the ITC marketing mix:
• ITC has an unmatched distribution network. Its products are available in more than
4 million retail stores in India. A strong distribution shows its marketing mix place
strategy. ITC is constantly trying to reduce the lead time and to make the products
reach to the retailers as quickly as possible. Being an environment friendly
organization, ITC is carbon positive, solid waste positive and water positive. Out of
the total energy it consumes over 47% comes from renewable sources. E-choupals
ensure timely supply of high quality raw materials.
ITC Promotion & Advertising Strategy:
• The promotional and advertising strategy in the ITC marketing strategy is as
follows:
• ITC designs its promotion strategy keeping in mind its brand proposition and its
target audience. It promotes its product through Print, television and radio as a
part of its marketing mix. ITC’s different brands have different brand ambassadors.
For example, classmate has been endorsed by Yuvraj Singh and Soha Ali Khan; Saina
Nehwal has endorsed Salvon; Shahrukh Khan has been endorsing the entire range
of snacks under the umbrella brand of Sunfeast.