MARKETING & BUSINESS STRATEGY

OF
ITC LTD.

Submitted as a project for marketing

Submitted by:

Prakash Dutta

Sec-B

Roll- 18

IILM

IILM
BUSINESS SCHOOL
KOLKATA
 INTRODUCTION
ITC India Limited
Type Public (BSE: ITC)
Founded August 24, 1910
Radha Bazaar Lane, Kolkata, India
Headquarters Virginia House, Kolkata, India
Key people Y C Deveshwar, ChairmanK Vaidyanath, Director,
CFO: Partho Chatterjee
Industry Tobacco, Foods, Hotels
Products Cigarettes, Packaged Food, Hotels, Apparel
Revenue $4.75 billion USD (2006)
Employees 20,000 (2006)
Website http://www.itcportal.com/

ITC is one of India's foremost private sectors companies with a

market capitalization of nearly US $ 15 billion and a turnover of
over US $ 4.75 billion. ITC is rated among the World's Best Big
Companies, Asia's 'Fab 50' and the World's most Reputable
Companies by Forbes magazine, among India's Most Respected
Companies by Business World and among India's Most Valuable
Companies by Business Today. ITC also ranks among India's top
10 `Most Valuable (Company) Brands', in a study conducted by
Brand Finance and published by the Economic Times.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards

& Specialty Papers, Packaging, Agri-Business, Packaged Foods &
Confectionery, Information Technology, Branded Apparel,
Greeting Cards, Safety Matches and other FMCG products. While
ITC is an outstanding market leader in its traditional businesses of
Cigarettes, Hotels, Paperboards, Packaging and Agri.-Exports, it is
rapidly gaining market share even in its nascent businesses of
Packaged Foods & Confectionery, Branded Apparel and Greeting
Cards
 OBJECTIVE
The primary objective of this study is to systematically
explore the determinants responsible for the competitive
advantage of ITC Limited and how ITC developed new
product lines in its foods business drawing on its
competencies in brand-building, R&D, packaging, and
distribution. However, market analysts were not sure
whether ITC would achieve success in all the food
categories that it had entered.

• Why people are buying the products.

• What all the things which influences them to buy
• To understand how ITC has diversified themselves to a
multi-product corporation from a single product company

RESERCH METHODOLOGY
The researcher has used secondary data, magazines,
internet, and books.

Findings and Analysis

Analysis of Market activity
Product Mix of ITC

ITC Ltd.

Agri. Business FMCG-

CIGARETTES

Paper Board FMCG-

and OTHERS
Packaging
INFOTECH HOTELS

ITC had launched nearly all the products range off Non tobacco
Products; they are very aggressive in their distribution of such
products. The existing network of ITC’s Cigarettes distribution is
being used extensively for the sales all products of ITC Food
division. They are trying to capitalize the market by associating
the products with the ITC brand.