Marketing assignment

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  • 1. Marketing Assignment Submitted By:  Surojeet Basak  Swarnava Khan  Suvajit Das  Dipanjan Das  Utsav Basu  Sanjay Chaki
  • 2. Vision 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
  • 3. Mission To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value
  • 4. Objectives 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 actualize stakeholder value and interest on a long term sustainable basis. Customer Focus We are always customer focused and will deliver what the customer needs in terms of value, quality and satisfaction. Respect for People We are result oriented, setting high performance standards for ourselves as individuals and teams. We will simultaneously respect and value people and uphold humanness and human dignity. We acknowledge that every individual brings different perspectives and capabilities to the team and that a strong team is founded on a variety of perspectives. We want individuals to dream, value differences, create and experiment in pursuit of opportunities and achieve leadership through teamwork. Excellence We do what is right, do it well and win. We will strive for excellence in whatever we do. Innovation We will constantly pursue newer and better processes, products, services and management practices.
  • 5. Nation Orientation We are aware of our responsibility to generate economic value for the Nation. In pursuit of our goals, we will make no compromise in complying with applicable laws and regulations at all levels. Rural initiatives ITC's Agri-Business is India's second largest exporter of agricultural products. ITC is one of the India's biggest foreign exchange earners (US $ 2 billion in the last decade). The Company's 'e- Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. This transformational strategy, which has already become the subject matter of a case study at Harvard Business School, is expected to progressively create for ITC a huge rural distribution infrastructure, significantly enhancing the Company's marketing reach. The company places computers with Internet access in rural farming villages; the e-Choupals serve as both a social gathering place for exchange of information (choupal means gathering place in Hindi) and an e-commerce hub. What began as an effort to re-engineer the procurement process for soy, tobacco, wheat, shrimp, and other cropping systems in rural India has also created a highly profitable distribution and product design channel for the company— an e-commerce platform that is also a low-cost fulfillment system focused on the needs of rural India. The e-Choupal system has also catalyzed rural transformation that is helping to alleviate rural isolation, create more transparency for farmers, and improve their productivity and incomes. Corporate Philanthropy ITC e-choupal creatively leverages information technology to set up a meta-market in favor of India's small and poor farmers, who would otherwise continue to operate and transact in 'un- evolved' markets. As of July 2010, services through 6500 E-choupal across 10 states, reach more than 4 million farmers in about 40,000 villages. Free access to Internet is also opening windows of rural India to the world at large. ITC e-choupal is now being regarded as a reliable delivery mechanism for resource development initiatives. Its potential is being tested through pilot projects in healthcare, educational services, water management and cattle health management with the help of several service providers including non-governmental organizations. Classmate notebooks were launched with the initiative of contributing 1 rupee towards the education of poor children from every four notebooks it sold.
  • 6. Classmate, has launched a programme called Classmate Ideas for India challenge. The programme would be a part of the company's centenary initiative. The nation-wide programme would invite ideas of the youth, who have the potential to transform India. Classmate Ideas for India challenge plans to reach out to 25 lakh students across 30 cities, 500 schools and 200 colleges across the country.
  • 7. Corporate Strategies/Goals ITC is a board-managed professional company, committed to creating enduring value for the shareholder and for the nation. It has a rich organizational 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 are :  Create multiple drivers of growth by developing a portfolio of world class businesses that best matches organizational 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.  Ensure that each of its businesses is world class and internationally competitive.  Enhance the competitive power of the portfolio through synergies derived by blending the diverse skills and capabilities residing in ITC are various businesses.  Create distributed leadership within the organization by nurturing talented and focused top management teams for each of the businesses.  Continuously strengthen and refine Corporate Governance processes and systems to catalyze the entrepreneurial energies of management by striking the golden balance between executive freedom and the need for effective control and accountability.
  • 8. List of Products In FMCG, ITC has a strong presence in:  Cigarettes: W.D. & H.O. Wills, Gold Flake Kings, Gold Flake Premium, Gold Flake Super Star, Navy Cut, Insignia, India Kings, Classic (Verve, Menthol, Menthol Rush, Regular, Citric Twist, Mild & Ultra Mild), 555, Benson & Hedges, Silk Cut, Scissors, Capstan, Berkeley, Bristol, Lucky Strike, Players and Flake.  Foods: (Kitchens of India, Aashirvaad, Mint-O, Sunfeast, Candyman, Bingo, Yippee, Sunfeast Pasta brands in Ready to Eat, Staples, Biscuits, Confectionery, Noodles and Snack Foods).  Apparel: Wills Lifestyle and John Players brands.  Personal care: (Fiama di Wills; Vivel; Essenza di Wills; Superia; Vivel di Wills brands of products in perfumes, hair-care and skincare).  Stationery: (Classmate and PaperKraft brands).  Safety Matches and Agarbattis: Ship, iKno, Mangaldeep, Aim brands. Other businesses include:  Hotels: ITC's hotels (under brands including WelcomHotel) have evolved into being India's second largest hotel chain with over 80 hotels throughout the country. ITC is also the exclusive franchise in India of two brands owned by Sheraton International Inc.- The Luxury Collection and Sheraton which ITC uses in association with its own brands in the luxury 5 star segment. Brands in the hospitality sector owned and operated by its subsidiaries include Fortune and WelcomeHeritage brands.  Paperboard, Specialty Paper, Graphic and other Paper.  Packaging and Printing for diverse international and Indian clientele.  Infotech (through its fully owned subsidiary ITC Infotech India Limited which is a SEI CMM Level 5 company).
  • 9. ITC’s Distribution Channel Features • Its distribution reach is one of the largest in India – the FMCG business has a retail network over 2 million retailers in the country, ranging from premium outlets in the metros to small shops in the interiors of rural India. • India, Americas, Europe, Middle East, Asia Pacific, Africa • Transportation-Uses Delivery Vans, Rickshaws, Cycles, Autos • Distributors are selected based on – Infrastructures, Delivery Vans, Warehouse, Sales Force – Population based (1 distributor per 20-25 thousand) • The e-Choupal has become an alternative distribution channel for ITC products. About 10-15 per cent salt volumes are sold through this chain; so are 5 per cent of the biscuits
  • 10. and confectionery items. And the numbers will grow once more Choupal Sagars get going. • The other key element ITC is leveraging for the foods business is its tobacco distribution chain. It has over 1.5 million tobacco retailers across the country, larger than Unilever's distribution chain of over 1 million, virtually neutralizing the fact that it is a latecomer in the foods game. That's not to say it hasn't had to create a separate distribution system to sell Aashirwad atta and other FMCG products through kinara stores (3,50,000 outlets).