itc integrated marketing communication

ITC Limited

HISTORY

ITC was incorporated on August 24,1910 under the name of IMPERIAL TOBACCO COMPANY of India ltd’.

In 1974 company’s name was changed to INDIAN TOBACCO COMPANY LTD.

From September 18,2001, company’s name has effectively become ITC Ltd.

ABOUT THE COMPANY…

Founder – Henry Overton Wills

Diversified group of companies with operations in various industry segments from cigarettes to apparels.

One of the largest retailing network in the country

Annual turnover is of the order US$7 billion

Products –Cigarettes, hotels, apparels, paper, etc

Diversified product portfolio

Direct group employment of 29000

Vission

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’sstakeholders

Mission

To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value

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HOTELS & I.T.

FMCG & CIGRATES

Agri Business PAPERBOARD & PACKAGING

Product Mix of ITC LtdFMCG

Cigarettes

Foods

Lifestyle Retailing

Education & Stationary

Safety Matches

Agarbaties

Hotels Paper boards & Packaging

Paper Boards

Packing

IT Agri-Business

Leaf Tobacco

Agri Commodities

e-Choupal

Hotels & Tourism

1.ITC made its entry into the HOTELS business in 1975 from chennai.2.It consists of over 70 hotels across India 3.These include super deluxe and five star hotels, heritage palaces, havelis and resorts and full service budget hotels.

ITC’s Hotel Business

Category Brand PositioningLuxury ITC Hotel: Luxury Collection "Mansions of Luxury"Upper upscale WelcomHotel: Sheraton "Passion for Quality"Upscale - mid-scale Fortune Hotels "Promise of True Value"Heritage WelcomHeritage "Unique Experiences"

FMCG PRODUCTS

1. CIGARETTES2. FOODS3. LIFESTYLE RETAILING4. PERSONAL CASE5. EDUCATION AND

STATIONARY6. SAFETY MATCHES 7. AGARBATTIS

FMCG - Cigarettes

ITC’s Cigarettes Business

Market leader in India

Highly popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake

Extensive FMCG distribution network

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FOODS

Ready To Eat Staples Confectionery Snack Foods

FOODS

Kitchens of India –pickles, masalas, curry pastes, ready made foods

Aashirvaad – atta, salt, paste, chilli powders

ITC’s Information & Technology Business

ITC InfoTech, a global IT services company, is today one of India’s fastest growing IT and ITES service providers

Providing outsourced IT solutions and services to leading global customers

ITC InfoTech has a strength of over 2,000 employees and delivery centers across North America, Europe and

Asia-Pacific that serve Fortune-listed companies in 42 countries

ITC InfoTech conforms to the highest standards in international process Quality

ITC’s Paperboard business

ITC's Paperboards business has a manufacturing capacity of over 360,000 tones per year

India's market leader across all carton-consuming segments including cigarettes, foods, beverages and many more.

ITC is a front-runner in introducing environment-friendly Elemental Chlorine Free (ECF) technology

It is the first-mover in the field of collecting and recycling post-consumer waste from residential localities, corporate and educational institutes

ITC’s Agri-Business

ITC's International Business Division ( IBD) is the country's second largest exporter of agri-products with exports of over Rs. 1000 Corers (Rs. 10 billion)

IBD domestic sales of agri-products are in excess of Rs. 1500 Crores (Rs. 15 billion)

ITC’s E-choupal

IBD starts e-choupal for the Indian formers:

Over 38000 villages linked through around

6400 e-Choupals

Servicing over 3.5 million farmers

Formers sell their products directly to the

company

• 12 ‘Choupal Saagars’ operational; 8 more to be

launched shortly (40 nos. over the next 18 months)

ITC and its Integrated marketing Activities

Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.

• Among the various things you do on the big four networking platforms on the internet — YouTube, Facebook, Google and Twitter — the common feature is sharing.

• While these platforms cater to different needs and uses for the youth, the common factor that binds all is the need to share.”

Brand Ambassador's

•

Brand Ambassador's

Hritik Roshan Ranbir Kapoor

SUNFEAT- PROMOTION

MOTHERS ( THRU AWARENESS ADS)

CHILDREN ( THRU ADS ON CARTOON CHANNELS AND PROMOTIONAL GIFTS)

TEENAGERS( SUNFEAST OPEN)

GENERAL PUBLIC( SHAHRUKH KHAN, SURYA, SANIA MIRZA)

INDIAN SNACKS INDUSTRY

Comprises bakery products, ready-to-eat mixes, chips, namkeen, etc.

Branded segment is growing around 25% per annum

Major players in branded segment include Frito Lay and Haldirams

Potato based snacks constitutes the largest segment of the industry

AboutLaunched by ITC on 14th March 2007

Aim to capture 25% market share

Challenge to the Frito Lays

Includes an array of products in both Potato Chips & Finger Snacks segment

FlavoursResearch: Demand for novelty and excitement in exiting snacks

Taste: Came up with 16 Innovative Flavors

Traditional Segment

Western Segment

Finger Snacks Segment

TARGETING(Choosing a specific segment for the campaign)

SEGMENTATION(Breaking down a diverse market into homogenous groups)

POSITIONING(Designing a distinctive message to appeal to the targeted segment)

On what basis can a market be segmented ?DEMOGRAPHIC

• Age • Income• Gender

• Occupation• Education

PSYCHOGRAPHICS

• Personality• AIO(attitudes, interest, opinion)

• BUYING BEHAVOR

• Initiator• Evaluator

• Decision maker• Purchaser

USAGE PATTERNS

• Heavy• Medium• Light

SEGMENTATION

12 - 20 Years

20-35 Years

35-50Years

> 50 Years

Demographic (Age Group)

Plain Salted

Nimbu flavour

Spicy / Red Chilly

Mustard Sting

Taste

Conservative, reserved, shy

Outgoing,Fun Loving,

Bindaas

Psychographic (Attitude / Behavior)

NORTH

EAST

SOUTH

WEST

Indian Geography

Segmentation

Age GroupAttitude/BehaviorGeographyTaste

TARGETING

20-35 Years

Demographic Age Group

Outgoing,Fun Loving,

Bindaas

Attitude / BehaviorSpicy /

Red Chilly

Mustard Sting

Nimbu Spicy

Plain Salted

Zones & Taste

Youthful positioning

Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka

Utilized the concept of “CROWDSOURCING” for Bingo Mad Angles

POSITIONING

BRANDING STRATEGY

What’s in my name ?? (brand name)

Easy toPronounce

Trendy and Fun

Exclamation Mark

Recallable

Catchy

Who am I?? (Brand identity)

A brand with various flavors

A youthful, fun and colorful brand

Unique shapes

Easy punch line

How do I look? (Brand Packaging)

Attractive packaging

Pictorial view of the

flavour

Names provided to various

variants

What do I portray? (Brand Personality)

Innovative:

Unique shape

Unique musical sound

Experimentative:

Flavours like achari

masti,

red chilly dhamaka

Promotional Strategy of

Promotional Strategy of

Launched during World Cup 2007

Slapstick humor & Irrelevant theme

Blitz Krieg promotion

Bingo National Gaming Championship

Distribution Strategy of

POS material Retailers Alliance with Future Group

Viral Marketing

• Content that encourages people to pass on

the message is referred as ‘Viral’ and the strategy is

called as ‘Viral marketing’.

• Induces Web sites or users to pass on a marketing

message to other sites or users.

• It can be done through buzzwords, word of mouth

and viral video etc.

Methods

Internet Search Engines & Blogs.

Social Media Interconnectivity

Television & Radio

Multiple forms of Print and Direct Marketing

Customer Participation & Polling services

SMS

Observation and recommendation

Extra quantity should be comminuted through other channels too

Mini promotion for certain varieties

Increase association with slapstick humor TV shows

Position Bingo! As a replacement snacks during TV breaks and with refreshment in cinemas

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NO FULL STOP FOR ITC!!