SWOT and BCG Matrix of ITC Company Competitive Marketing

COMPETITIVEMARKETING

BCG MATRIX OF

Compitetive Marketing @ BCG, ITC

CONTENTS

Introduction

Market Strategy

Analysis

Conclusion

INTRODUCTION


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, Stationary2) Lifestyle Retailing business3) ITC Infotech India Limited

1) Food business2) Safety matches

Aug 24 1910 20021925 19791975 1985 1990 2000 2005

Fine Fragrance, bath and body

About ITC LtdVision:

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 ValueCompitetive Marketing @ BCG, ITC


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

MARKETING STRATEGY


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 WiresNo Brand Ambassador

Product Market Share

41%

8%5%

16%

21%

9%

CigaratePerosnal CareLifestyleFoodEducationMatches, Agarbatti



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

ANALYSIS

SWOT AnalysisStrengths 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


M A R K E T S H A R E

MARKET GROWTHLO

W

LOW

HIGH

HIGH

Agri Business Hotels Paperboards & Packaging

FMCG-Foods ITC Infotech

FMCG-Cigarettes Branded Apparels Packaged foods

Time + Investment

Support

FLOW

CASH

TAKE AWAY


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


THANK YOUAstha Laghate

AkankshaMayank GargSagar Manocha

Data & Analytics

SWOT and BCG Matrix of ITC Company Competitive Marketing