DEVELOPING ITC PORTFOLIO IN CHEMIST CHANNEL

NAME: SIMRAN AGRAWALCOLLEGE: Lovely professional university

ITC an INDIAN conglomerate has its diversified business insix segments: FMCG, Paper boards, Paper and Packaging,Hotels, Agri Business and Information Technology. The company was incorporated on August 24, 1910 under thename Imperial Tobacco Company of INDIA LTD. In 1970 itchanged to Indian Tobacco Company and then to I.T.C ltd in1974. And finally in 2001 when company went into multi-business portfolio the full stops were removed and the namechanged to ITC LTD. ITC ranks 781 on Forbes global 2000 list. ITC ranked as the “Most Admired Company” in2014(Fortune-Hay Group)

COMPANY PROFILE

Building brand portfolio strategies are an essential prerequisite for securing long-term success for multi-brand companies. Only by focussing on the entireportfolio can it be ensured that all the brands act together to achieve thecompanies’ super ordinate objectives. ITC today have 50 energetic and popularbrands across categories that delight millions of households. Each of ITC’sbrands has today garnered significant market standing in the global Indian marketplace. FMCG is the fourth largest sector in the INDIAN economy and ITC ranks1st in INDIAN FMCG. So to continue at 1st rank and become the largest FMCGby 2030 ITC need to build it’s portfolio in different segments and areas. In thephase of digital marketing, customer’s reach to the products is no more a difficulttask, its just a click away. Hence building portfolio through digital marketing hasbecome easy.

INTRODUCTION

To Leverage chemist outlets with ITC Sigma Portfolio and PCP Portfolio. To introduce new and existing range of products in the outlets. To sell the concept of Health care products and Personal care products along with medicine in chemist outlets. To capitalize zoning To ensure timely delivery of order’s.

OBJECTIVES

To build in Sigma portfolio along with ITC Premium PCP portfolio in the chemists outlets of South Kolkata

Capitalize Zoning so that delivery happens in a smooth way

Ensure billing and delivery of the orders taken.

ROLES AND RESPONSIBILITIES

MY ACTION PLAN

Knowledge of products

Capitalize zoning so that delivery happens in a smooth way

Cover maximum number outlets in a an area on a particular day

Note important things while on field work

Ensure Billing through CCPA reports.

zoning

Mominpore

AREAS COVERED

DISTRIBUTION POINTS WORKED WITH

RIDHI SIDHI PROVISIONS PVT LTD(RSP1) – CA3332

RIDHI SIDHI PROVISIONS PVT LTD(RSP2) – CA33322

BENUD – CA3314

COMPARISION

DETTOL SAVLON

Antiseptic liquid- can be used only on

living organisms.

Antiseptic Disinfectant liquid- can be

used on both living and non-living

organisms.

Less Effective Clinically proved to be better antiseptic

liquid and trusted by 90% of doctors.

Stingy and hard smelling antiseptic liquid Non-Stingy and non smelling antiseptic

liquid

Antiseptic that hurts while healing Antiseptic that doesn’t hurt while healing

and kills 99.99% germs and gives 8 times

more germs protection.

Can be used only to heal the wounds Can be used for different purposes such as

after shave lotion, while washing clothes,

for cleaning of surfaces etc.

Dettol is costlier than savlon. Savlon is more economical.

0

50

100

150

200

250

IMS Phase 1 IMS Phase 2 Non-IMS

No. Of Outlets Visited

IMS Phase 1

IMS Phase 2

Non-IMS

210

171

15

0

20

40

60

80

100

120

140

160

180

IMS Phase 1 IMS Phase 2 Non-IMS

Number of Outlets Build in

IMS Phase 1

IMS Phase 2

Non-IMS

167

113

15

0

50

100

150

200

250

300

350

ASL TS STS HW PCP

No. Of outlets build in Sigma Portfolio & Personal care Product portfolio

ASL

TS

STS

HW

PCP

288

220

107

186

113

MERCHANDISING DONE BY ME

SWOT

Savlon clinically proved to be an effective germ killer Extensive distribution network Product depth to satisfy each individual’s specific need Products with huge potential and brand visibility

S

less number of chemists DS Behala area being too huge to be covered by single chemist DS

W

100 different packs across the variants of Savlon Tie-up with pharmaceutical outlets like frank Ross , Dhanwantary, Med Plus and Apollo for all the ITC portfolio products that can be build in a chemist outlet Leveraging distribution network for

Sigma and PCP Portfolio

O

Distribution failure of Savlon Dettol and Life boy Hand wash dominance in the market

T

SUGGESTIONS

Grocery-2 DS and Chemist DS should work in co-ordination with

each other so that the chemists Ds covers the uncovered outlets

in the penetrated areas.

Constant monitoring is required to ensure billing in the chemists

outlet.

One more DS for RSP1 to cover

chemist outlets

Weekly visit is required in each of the chemists

shop.

Concept of pharmaceutical outlets like Frank Ross must be presented

repeatedly to create an impulse

OTHER SUGGESTIONS

Promotion of Savlon Products in schools and shopping malls. Savlon can even come in packs with No-Touch hand wash system.

CONCLUSION

ITC being one of the top FMCG company in INDIA which is planning to become the largest FMCG company by 2030 is scaling up at a faster rate with increase in number of merger’s and acquisition. Brand building in a chemist outlet and selling the concept of health care and personal care products along with medicine is one of the best marketing strategies to build in ITC Sigma and Premium Portfolio Products in a chemist outlet. Its objective of increasing non-cigarette business, cultivate ongoing non-cigarette business of hotels, paper, and agribusiness and diversify into new areas is on its way to achieve its 2030 goal through its brand building strategies.

THANK YOU !!