ITC Ltd is a diversified conglomerate headquartered in Kolkata, India with a market capitalization over $33 billion. It was originally founded as the Imperial Tobacco Company of India in 1910. ITC has a portfolio of businesses including cigarettes, hotels, paper, food, information technology, and agribusiness. The document discusses ITC's marketing strategy, using innovative approaches for different brands and analyzing the company's strengths, weaknesses, opportunities, and threats. It concludes that ITC is well positioned for growth by leveraging its diversified business portfolio and institutional strengths in understanding Indian consumers.

1. COMPETITIVE
MARKETING
BCG MATRIX OF

2. CONTENTS
Introduction
Market Strategy
Analysis
Conclusion
Compitetive Marketing @ BCG, ITC

3. INTRODUCTION

4. COMPANY PROFILE
 ITC started as “Imperial Tobacco Company”. 70% of market share with Gold Flake.
 100 year old headquartered in Kolkata. 49% of turnover from Cigarettes business
 Market capitalization of over $33 Billion.
 Employs over 26,000 people
 Presence in over 60 locations across India
 Listed on Forbes 2000
Hotel Business - ‘ITC Welcomegroup
Hotel Chola’
Cigarettes and Leaf
Tobacco business
Packaging and Printing
Business
Paperboards
business
Indo-Nepal and British joint venture
- Surya Nepal Private Limited
Acquired Tribeni Tissues Limited
Paperboards & Specialty Papers division
Agribusiness
Division
1) Greeting, Gifts, Stationary
2) Lifestyle Retailing business
3) ITC Infotech India Limited
1) Food business
2) Safety matches
Aug 24 1910 20021925 19791975 1985 1990 2000 2005
Fine Fragrance,
bath and body
Compitetive Marketing @ BCG, ITC

5. About ITC Ltd
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
Mission:
To enhance the wealth generating capability of the
enterprise in a globalizing environment, delivering
superior and sustainable stakeholder value.
Core Values:
ITC’s core values are aimed at developing a
customer focused, high performance
organization which creates value for all its
stakeholders
 Trusteeship
 Customer Focus
 Respect for people
 Excellence
 Innovation
 Nation Orientation
Slogan: Enduring Value
Compitetive Marketing @ BCG, ITC

6. FMCG
• Cigarettes & Cigars
• Foods
• Lifestyle Retailing
• Personal CareHotels
InfoTech
Agro Business
• e-Choupal
• Leaf Tobacco,
Spices
• Agri Commodities
Paper Board
• Paper Boards
• Packing
• Education & stationery
– Classmate
Compitetive Marketing @ BCG, ITC

7. MARKETING
STRATEGY

8. INNOVATIVE MARKETING STRATEGIES
 When compared to Maggi (Nestle), it is round shaped
 Longer noodles after cooking because of round shape
 Non sticky even after losing heat.
 Features naughty boy & cartoon boy as central characters.
 Irresistible tagline " Kuch Bhi Karega for Candyman "
 Milk Shake candies with fruit flavours
 Candyman Natkhat Mango ad featuring Naughty Boy

16 variants for more penetration.
Hilarious approach through
commercials.
No Confusion, Great Combination!
Different shape (Mad Angles -
Triangle)
Easily recallable & recognisable
names.
Tedhe Medhe, Live Wires
No Brand Ambassador
Compitetive Marketing @ BCG, ITC

9. Product Market Share
41%
8%
5%
16%
21%
9%
Cigarate
Perosnal Care
Lifestyle
Food
Education
Matches, Agarbatti
Compitetive Marketing @ BCG, ITC

10. ITC STRATEGY – MARKETING
India Savory Market is fragmented – Nuts & Seeds, popcorn, potato chips, processed snacks
Leverage & Innovation Differentiation
ITC packaging
business
Market
reach
Advertisement
strategy
Health
focus
e-Choupal
Agricultural
commodity
traders
Direct from
farmers
Market share -
oligopoly
Strong CSR,
governance mandates
Commodity Hedging
Effective SCM
Compitetive Marketing @ BCG, ITC

11. ANALYSIS

12. SWOT Analysis
Strengths
 Established Market Reputation
 Expanding Market Share
 Increased Financial Performance
 Focus on New Product
Development
 Diversified Business Portfolio
Weaknesses
 Limited Liquidity Position
 Lack of Geographical Reach
 Over Dependence on Cigarettes
Division
Opportunities
 Indian Cigarette Market
 Indian Hospitality Sector
 Favorable Trends in Rural Market
Threats
 Highly Competitive Market
 Shortage of Skilled Labor
 Rising Counterfeit Goods Market
Compitetive Marketing @ BCG, ITC

13. M A R K E T S H A R E
M
A
R
K
E
T
G
R
O
W
T
H
LOW
LOW
HIGH
HIGH
 Agri Business
 Hotels
 Paperboards & Packaging
 FMCG-Foods
 ITC Infotech
 FMCG-Cigarettes  Branded Apparels
 Packaged foods
Time +
Investment
Support

14. TAKE AWAY

15. CONCLUSION
 Better position considering the fragmentation in the market
 Huge potential to capture the market share from the current level
 Stronger control on SCM – e-Choupal, retail network
 Leverage its diversified business portfolio into positive advantage,
 Brand value (Market position)
 Effective strategies to mitigate the threats
 Inorganic growth
 To secure long-term growth by synergizing and blending the diverse pool of competencies
 The Company’s institutional strengths – deep understanding of the Indian consumer,
strong trademarks, deep and wide distribution network, agro-sourcing skills, packaging
know-how and cuisine expertise
Compitetive Marketing @ BCG, ITC

16. Compitetive Marketing @ BCG, ITC
THANK YOU
Astha Laghate
Akanksha
Mayank Garg
Sagar Manocha