Itc bcg matrix


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Itc bcg matrix

  1. 1. By: Neha Punjabi Ankit Agarwal
  2. 2. INTRODUCTION <ul><li>ITC Limited , is an Indian conglomerate with a turnover of US $ 6 billion and a market capitalization of over US $ 22 Billion. </li></ul><ul><li>The company is currently headed by YOGESH CHANDER DEVESHWAR. </li></ul>
  3. 3. CONTD… <ul><li>It employs over 26,000 people at more than 60 locations across India and is listed on FORBES 2000. </li></ul><ul><li>ITC Limited completes 100 years on 24th August, 2010. </li></ul>
  4. 4. ITC Business Portfolio FMCG Paper & Packaging Hotels Agri Business Information Technology Cigarettes Personal Care Foods Lifestyle Retailing Education & Stationery Matches Incense Sticks ,
  5. 5. Cigarettes… <ul><li>W. D. & H. O. Wills </li></ul><ul><li>Gold Flake </li></ul><ul><li>Navy Cut </li></ul><ul><li>Insignia </li></ul><ul><li>India Kings </li></ul><ul><li>Classic (Verve, Regular, Mild & Ultra Mild) </li></ul>
  6. 6. Contd… <ul><li>Silk Cut </li></ul><ul><li>Scissors </li></ul><ul><li>Capstan </li></ul><ul><li>Berkeley </li></ul><ul><li>Bristol </li></ul><ul><li>Lucky Strike </li></ul><ul><li>Flake . </li></ul>
  7. 7. Strategies <ul><li>Market leadership </li></ul><ul><li>Powerful brands across segments </li></ul><ul><li>Extensive FMCG distribution network </li></ul><ul><ul><li>Direct serving to 2 million retail outlets </li></ul></ul>
  8. 8. Hotels… <ul><li>ITC Welcomgroup Hotels, Palaces and Resorts is India's second largest hotel chain with over 100 hotels. </li></ul>
  9. 9. They have 4 brands in hotels
  10. 10. competitors <ul><li>TAJ GROUP OF HOTELS </li></ul><ul><li>OBEROI GROUP OF HOTELS </li></ul>
  11. 11. Strategies <ul><li>Their strategy has been clearly to focus on a few niche areas and provide unique and differentiated value propositions to their guests. </li></ul><ul><li>Their brands ITC Hotel, Welcome Hotel, Fortune and Welcome Heritage, which spans luxury to mid-market segments, have been on a growth trajectory in recent months. They have leveraged the unique advantages that India offers in terms of diversity and heritage. </li></ul>
  12. 12. Contd… <ul><li>The physical architecture of their properties are unique and offer a local flavour to discerning guests. </li></ul>
  13. 13. In FMCG, ITC has a strong presence in: <ul><li>Foods business </li></ul><ul><li>Kitchens of India </li></ul><ul><li>Aashirvaad </li></ul><ul><li>  Minto </li></ul><ul><li>  </li></ul><ul><li>Sunfeast </li></ul><ul><li>  Candyman  </li></ul>
  14. 14. Contd… <ul><li>Bingo  brands in ready to eat. </li></ul><ul><li>Staples </li></ul><ul><li>Confectionery </li></ul><ul><li>Snack Foods </li></ul>
  15. 15. Personal Care Products business <ul><li>Fiama di Wills </li></ul><ul><li>  Vivel </li></ul><ul><li>  Essenza di Wills </li></ul><ul><li>  Superia  brands of products in perfumes </li></ul><ul><li>Haircare and skincare </li></ul>
  16. 16. Safety Matches and Agarbattis <ul><li>Ship  (through ownership of WIMCO) </li></ul><ul><li>IKno </li></ul><ul><li>  Mangaldeep </li></ul><ul><li>  Aim  brands </li></ul>
  17. 17. Competitors <ul><li>HUL </li></ul><ul><li>BRITANNIA </li></ul><ul><li>PARLE </li></ul><ul><li>NESTLE </li></ul>
  18. 18. Strategies <ul><li>Their strategy is to consolidate and offer a greater range in the existing categories and grow these markets. </li></ul>
  19. 19. Agri-business… <ul><li>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). </li></ul><ul><li>The Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its competitiveness by empowering Indian farmers through the power of the Internet. </li></ul>
  20. 20. Contd… <ul><li>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. </li></ul>
  21. 21. <ul><li>ABHISHEK JAIN </li></ul><ul><li>Soya Farmer & e-Choupal Sanchalak Dahod Village, Raisen District, Madhya Pradesh </li></ul>
  22. 22.   ABHISHEK JAIN <ul><li>  Before ITC introduced us to e-Choupal, we were restricted to selling our produce in the local mandi. We had to go through middlemen and prices were low. ITC trained me to manage the Internet kiosk and I became the e-Choupal Sanchalak in my village. Today we are a community of e-farmers with access to daily prices of a variety of crops in India and abroad – this helps us to get the best price. We can also find out about many other important things – weather forecasts, the latest farming techniques, crop insurance, etc. e-Choupal has not only changed the quality of our lives, but our entire outlook. </li></ul>
  23. 23. Contd… <ul><li>E-Choupal Now </li></ul><ul><li>States covered 10 </li></ul><ul><li>Villages covered 40,000 </li></ul><ul><li>No. of e-Choupals 6,500 </li></ul><ul><li>Farmers e-empowered 4 million </li></ul>
  24. 24. Strategies
  25. 25. Paper boards & specialty papers <ul><li>Coated Virgin Boards </li></ul><ul><li>Coated Recycled Boards   </li></ul><ul><li>Barrier Poly Coated </li></ul><ul><li>Cast Coated </li></ul><ul><li>Graphic </li></ul><ul><li>Others     </li></ul>
  26. 26. Contd… <ul><li>Cigarette Tissue and Components </li></ul><ul><li>Fine Printing </li></ul><ul><li>Packaging </li></ul><ul><li>Decor Papers </li></ul><ul><li>Niche Products </li></ul>
  27. 27. Business wise Sales data Business/ Year Growth % Value (Rs in Crore) 2005 2004 FMCG-Cigarettes 8.4 10002.54 9230.27 FMCG-Others 85.2 563.39 304.16 Hotels 124.1 577.25 257.53 Agribusiness 4.2 1780.07 1708.77 Paper & pkg. 24.9 1565.31 1253.29 Net revenue 12.99 13349.58 11815.04
  28. 28. CAGR during FY 2005-2008 Category CAGR Growth parameters Cigarettes 10.9 % Pricing power Hotels 22.7% Inward traffic, occupancy Paper 17.2 % Capacity utilization, value added products Agri business 34.3 % E-choupal, choupal sagar, FMCG-Others 60.2 % Fast track, decent share.
  29. 29. Market share of ITC Ltd. <ul><li>Outstanding market leader </li></ul><ul><li>Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports. </li></ul><ul><li>Gaining market share </li></ul><ul><li>Nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards. </li></ul>
  30. 30. Segment Dominance Contribution % Revenue PBIT Cigarettes 70% share 77.0% 87.7% Paper & Packg. Packaging board – No. 1 in Asia 7.3% 10.7% Agri business 1of the largest xporters from India 7.0% 3.7% Hotels ITC Group ranks No.2 4.3% 5.4% FMCG (Others) 20% share of greeting cards market, 'Aashirvaad' atta is No.1 in branded segment 4.4% -7.5%
  31. 31. The BCG Matrix for ITC Ltd. <ul><li>Stars </li></ul><ul><li>Hotels </li></ul><ul><li>Paperboards/ Packaging. </li></ul><ul><li>Agri business. </li></ul><ul><li>? </li></ul><ul><li>FMCG- Others </li></ul><ul><li>Cows </li></ul><ul><li>FMCG-Cigarettes </li></ul>Dogs
  32. 32. Major strategies followed by ITC: <ul><li>Entering into less competitive or unexplored markets (ready to eat, staples, wafers) </li></ul><ul><li>Distribution network </li></ul><ul><li>Market differentiation ( Ready to eat, biscuits) </li></ul><ul><li>Cost control strategy (all products) </li></ul><ul><li>Extensive advertising (biscuits, confectionary, wafers) </li></ul><ul><li>Regular introduction of new products (all products) </li></ul>