Marketing Concepts: BCG Matrix

BCG Matrix of ITC Ltd. V0.2 ITM Executive MBA, Batch 13B, Term 1, Subject: Concepts of Marketing Main Sources: ITC Portal (www.itcportal.com) , Angel Broking & NSE.

ITC Ltd. Formerly Known as Indian Tobacco Company Formerly Known as Imperial Tobacco Company

1910 2008 1925 1975 1979 1990 2000 ITC Timeline 1910 Incorporation of 'Imperial Tobacco Company of India Limited'. 1925 Setup of Packaging & Printing Business 1975 Launched its Hotels business. 1979 Entered the Paperboards business 1990 Set up the Agri Business Division 2000 Launched a line of high quality greeting cards under the brand name 'Expressions' 2000 Entered the Lifestyle Retailing business with the Wills Sport. 2000 Spun off ITC Infotech India Limited.

1910 2008 2001 2005 ITC Timeline 2001 Introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes 2002 Launch of the brands mint-o and Candyman confectionery and Aashirvaad atta 2002 Started marketing popular safety matches brands like iKno, Aim 2003 Foray into the marketing of Agarbattis (Mangaldeep) 2005 Introduced Essenza Di Wills, an exclusive range of fine fragrances 2007 Entered the fast growing branded snacks category with Bingo!. 2007 Launched the 'Superia' range of Soaps and Shampoos in the mass-market segment.

Corporate Governance Structure ITC Ltd. FMCG-Cigarettes FMCG-Others Hotels Agri Business Paperboards & Packaging Infotech

FMCG-Cigarettes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake 'Best Manufacturer of Cigarettes for the year 2007'

FMCG-Cigarettes
Started in 1910 As Company’s Core Business
Market leadership in all segments - geographic & price (70% Market Share)
Extensive FMCG distribution network (Direct servicing of 1,00,000 markets & 2 million retail outlet)
Cigarettes account for only 15% of tobacco consumed in India unlike world pattern of 85% due to prolonged punitive taxation.
Of the 58% of adult Indian males who consume tobacco, barely 15% can afford cigarettes. (Biri : Cigarettes ratio = 10 : 1)
Annual per capita adult cigarette consumption in India is appx. one tenth world average which is 141
In 2001 - Lost 15% of Its Business Because of Rise in Excise Duty
In 2007 - VAT Was charged at 12.5% which increased the price of cigarettes by 84ps per cigarette. Hence ITC had to shut down their business of Plains (i.e. Non Filter Cigarettes) which was 20% of total FMCG Cigarette Business.

FMCG-Others Ashirvad Atta, Kitchens Of India, Mint-o, Sunfeast, Candyman, Bingo, Superia, Wills LifeStyle, Fiama Di Wills, Expressions, Classmate ‘ Superbrand 2006‘ - Superbrand Council.

FMCG-Others
Ashirvad Atta is now #1 selling.
Sunfeast Biscuits is ranked #3.
Bingo, launched in August 2007, now enjoys 16% market share.
November 2007 Mint-o overtakes its competitor Chlormint
‘ Classmate’ brand already the most widely distributed stationary brand in India
Kitchens of India has about 48% market share in India and a huge export potential. Ready to Eat food Market is estimated to be Rs.700m.
Safety Matches market at Rs. 1250 crores p.a. for 24 billion match boxes which is targeted by ITC’s iKno, Aim, Aim Mega, Aim Metro.
Successful acquisition of 94% of WIMCO Ltd. i.e. Homelites, Ship.
‘ Mangaldeep’ the only National brand in the country serves the nation’s 900cr incense sticks market.

Hotels ITC Maurya (Delhi), ITC Maratha (Mumbai), ITC Grand Central (Mumbai), ITC Sonar (Kolkatta), ITC Windsor (Bengaluru), ITC Kakatiya (Hyderabad), ITC Mughal (Agra). ‘ Bukhara’ Restaurant named as Best Indian Restaurant in the World.

Hotels
Hotel Brands: ITC-WelcomGroup, WelcomHeritage & Fortune.
Totally 90 Hotels, 77 Destinations and 5500 Rooms under management.
Destinations include most of India as well as Singapore and Dubai.
Hosted a galaxy of world dignitaries like Bill Gates to Bill Clinton, Condoleezza Rice to Benazir Bhutto.
Restaurant Brands: Bukhara, Dum Pukht and Dakshin.

Agri Business Innovation for India Award 2006 for ITC e-Choupal in the Social Innovations category for business organizations eChoupal, Agri Exports, Leaf Tobacco

Agri Business
ITC Agri Business is one of India’s largest exporter of agricultural commodities.
June 2000, eChoupal – strategic and cost effective sourcing support to the Foods business (support creation of verticals in wheat, soya, corn, potato etc.)
eChoupal - Services reaches to 4 million Farmers who are growing Wheat, Rice, Pulses, Soyabean, Coffee in over 40,000 villages thru nearly 6,500 kiosks across nine states.
Diverse range of goods/services : FMCG, consumer durables, agri-inputs.
Farmer Financial Services - insurance (focus: weather), credit (focus: Kisan credit card scheme)
Rural Retail – 18 Choupal Sagars
Agenda 2012 is to cover 15 states with 1,00,000 Villages with about 20,000 eChoupal Kiosks servicing about 10 million farmers.

Agri Business – Leaf Tobacco (ILTD)
Largest Buyer, Processor and Exporter of leaf tobacco in India.
Exports to about 48 countries.
ITC processes about 120 million kgs of high quality tobacco yearly. Overall 550m Kg of tobacco is produced in India.
Factories have integrated warehousing complexes.
Enabled successful venture into spices business.
Golden Leaf Awards 2007 in the categories ‘Most Committed to Quality’
The International Quality Rating System – IQRS Level 7, awarded by Det Norske Veritas in March 2006.

Packaging & Paperboards Packaging & Paperboards and Specialty Paper Indian Manufacturing Excellence Gold Award 2007 and 2006 to Unit Bollaram by Frost & Sullivan

Annual paperboard demand – appx. 1.1 million tonnes
Indian paperboard market growing at 7% p.a.
Significant export opportunities for high quality Indian manufacturers
ITC paperboards exports - Rs. 2 billion appx.
ITC’s packaging unit - India’s largest converter of paperboard into high quality printed packaging
Provides superior packaging solutions to the cigarettes and new FMCG businesses
India has low per capita usage at around 6 kgs p.a.
(World average – over 50 kgs p.a.)
ITC Bought 0.5% in Ballarpur Industries in July 2008.
Packaging & Paperboards

Infotech ITC Infotech Ltd. Featured amongst Top 100 Global Outsourcing Companies in the Leaders category - International Association of Outsourcing Professionals

ITC Infotech Ltd. Is a wholly owned subsidiary of ITC Ltd.
ITC Infotech is responsible for developing & maintaining the entire ITC eChoupal infrastructure.
Although a separate entity and brand, ITC Infotech’s primary job is to keep ITC as a group upto date with latest technology.
Infotech

BCG Matrix
BCG Matrix a.k.a. Growth-Share Matrix, Boston Box, Boston Matrix, Boston Consulting Group analysis.
Created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines.
This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.

BCG Matrix

ITC Ltd on BCG Matrix MARKET SHARE G R O W T H Star Question mark Dog Cash Cow

Summary on ITC’s SBUs REVENUES Growth-Share Matrix Y/E March (Rs cr) FY2008 FY2007 % Growth % Contrib. % Market Share Growth Share FMCG-Cigarettes 13,825.6 12,833.7 7.7 58.41 70% Low High FMCG-Others 2,511.1 1,689.5 48.6 10.61 16% High Low Hotels 1,100.2 985.7 11.6 4.65 90 Hotels High High Agri Business 3,868.4 3,501.3 10.5 16.34 2nd Largest Exporter High High Paperboards & Packaging 2,364.3 2,100.1 12.6 9.99 1st in Asia High High ITC Infotech - - - - - Low Low

ITC Ltd on BCG Matrix (Conclusion) MARKET SHARE G R O W T H Star Question mark Dog Cash Cow
FMCG-Cigarettes
ITC Infotech
FMCG-Foods
Agri Business
Hotels
Paperboards & Packaging

THANK YOU

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Marketing Concepts: BCG Matrix

by Ashish Nangla

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