Introduction to ITC
One of the worlds most reputable company
Market capitalization of nearly US $ 18 billion
Turnover of over US $ 5.1 Billion
Post tax profit of US $750 Million
Diversified product portfolio
Direct group employment of 29000
Introduction to Sunfeast
Launched in July, 2003
Growth rate of 53%
Turnover of over 1000 crore
PARLE, BRITANNIA AND HORLICKS
MARIE BRITANNIA AND BISK FARM
BUTTERBITE AND CREAM PRIYA GOLD, ANMOL, BRITANNIA
ITC uses FIFO method to reduce the wastage of
goods due to expiry.
They also keep the good on constant move from
low sales area to high sales area.
The company collects all the expired goods four
times a year, and destroys them.
Retailers must return expired or damaged
products within six months after the date of
Adjustment for them is done in three months
ITC provides their retailers with racks, hangers,
etc to display the products.
The benefits received by the retailers depend
upon their sales volume and also the location of
ITC has hired IMRB to do the market research.
Food products are normally a high volume ball
Products have to essentially be available in the
market at all given points of time and at all given
points of purchase.
The supply of products takes place virtually on a
daily basis in fixed quotas or otherwise, to
retailers as per their requisitions and the
anticipation of demand and the performance of
products in the recent past.
The skeleton of distribution system is same for all
Companies try very hard to make a difference at
some point to get the competitive advantage.
ITC has a very strong distribution network for
their cigarette brands and they are using this
network to push their new biscuit brands.
Credit system also depends upon the position of
the product in the market.
Companies with top product are hard to bargain
Companies also use their premium products to
push their non premium products.