ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Its diversified business includes five segments: Fast-Moving Consumer Goods, Hotels, Paperboard & Packaging, Agri Business & Information Technology. In this presentation it is describe their promotion strategy and distribution and channel management system,how ITC Ltd. work with.

1. Learning Team C 05
Reyaz Jafar
Kumar Sourabh
Smita Swain
Sumit Sharma
Shefali Bhagat
S. M. Tahir Raza Zaidi

2.  ITC LIMITED headquartered in Kolkata, West Bengal has a diversified
business into five segments: Fast Moving Consumer Goods (FMCG),
Hotels, Paperboards & Packaging, Agri Business & Information Technology.
 Established Imperial Tobacco Company of India Limited, the company was
renamed as the Indian Tobacco Company Limited and further to I.T.C.
Limited .
 The company has a market capitalization of US$45 billion. It employs over
25,000 people at more than 60 locations across India and is part of Forbes
2000 list

3. Model 1: Large Cities, Metros, and Geographical Areas With High Demand
Model 2: Cities
As compared to model 1 the distribution area is small and so C&F agent
follows strategy of minimizing the distribution channel and hence the
profit distribution among different components. They ignore the
wholesalers and pass the profit to retailers in return expecting large sale.
Company C&F WholeSeller Retailer Consumer
Company C&F Retailer Consumer

4. Model 3: Small Towns
This models is followed where transportation systems are not good or the
wholesaler’s coverage area is large. One of the retailer keeps the stocks
and distributes it to other retailers at lower profit margin.
Proposed Distribution System For Business Users
Company C&F
Semi
Wholesellers
Consumers
Company Agent/Broker Wholeseller Consumer

5. Multi-Channel distribution system:
 ITC uses a combination of distribution
channels according to the products,
Demand and geography it is catering to.
Push Strategy
 Used to increase sells, awareness and to
gain favouritism from kirana owners.
 Was implemented for cigarettes
Pull Strategy
 Marketing activities through advertising
and Consumer promotion.
 To induce the consumer to buy product.
 Was used in the case of ‘Sunfeast Ready
to eat Pasta’.
Exclusive (Textile)
Selective(PaperBoards
& Cigarettes)
Intensive(Other FMCG
Products)

6.  Improved efficiency
 A better assortment of products
 Brand image
 Routinization of transactions, and
 Easier searching for goods as well as customers
 Promotion
 Suggestions
 Feedback
 Proper training of sales person
 Incentives to sales person

7.  AASHIRVAAD is a brand of staple food and kitchen ingredients owned by ITC
Ltd.. The Aashirvaad range of products include Atta, Salt, Spices and Instant
mixes.
 ITC entered the branded Atta market with the launch of Aashirvaad Atta in
Jaipur and Chandigarh in May 2002. The product is now available all over
India.
 Aashirvaad Select Atta (5 kg pack)made from Sharbati wheat which comes
from Madhya Pradesh. was awarded the World Star Award for Excellence in
Packaging in the Consumer Pack Category.
AASHIRVAAD BELIEVES IN OFFERING YOU ONLY THE BEST BECAUSE
YOU DESERVE IT

8. TV Advertisements

9. Informative Advertising Tagline

10. Print Ads Hoarding

12. E Chaupal Water Conservation

14.  Exclusive Aashirvaad stores have been opened.
 ITC has tied up with Indian government to sell Aashirvaad Atta at military
canteens.
 Aashirvaad Atta has been the sponsor for various shows on television.
 There have been offers in which the price has been reduced to allow for
the increase in sales.
 Coupons are provided when we buy Aashirvaad Atta from online stores
like Reliance Fresh Direct, Zopnow etc.
 Aashirvaad Ready To Eat products have been offered free with Aashirvaad
Atta.

15.  Market Capitalization over $45 billion
 Turnover over: over $7 billion
 Over 30,000 employees
 Educating 3,00,000 children
 Empowering 4 million Farmers
 40,000 Sustainable livelihood for rural women
 40% renewable energy
 Greenest luxury hotel chain
 1,42,000 Hectares greened
 Powering growth with multiple business drives
 Soil and moisture conservation to 1,16,000 Hectares

16. THANK YOU