Report on Itc
A Project Report On
ITC – Aashirvaad Atta
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Contents Topics Executive Summary Introduction ♦ Preamble ♦ History and Evolution ♦ Corporate Strategies ♦ Board of Governors ♦ Operating Units in India Market Analysis ♦ SWOT Analysis ♦ Understanding the four P’s of ITC Food Division ♦ Financial Analysis of ITC ♦ Competitors Analysis ♦ Financial Analysis of Competitors ♦ Price, Place, Product, Promotion Strategies in Orissa ♦ Decision Making Process ♦ Inferences from the Survey Future Strategies Suggestion and Recommendations Annexure References Page No. 3 4 5 9 9 9 10 10 18 25 33 38 39 45 46 47 55
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Executive Summary
In ITC’s branded packaged foods business, the company has created a new epicenter of rapid growth by blending its time tested key competencies and organizational strengths. ITC’s portfolio, currently consisting of 45 value added products, appeals to changing consumer preferences in virtually all categories – staple, confectionery, snack foods and biscuits, and ready to eat meals. ITC’s ‘Aashirvaad’ atta has already established leadership as the number one branded atta among national branded players within barely two years of launch. The ‘Aashirvaad’ assurance of quality now extends to ready-to-eat foods, ready –to- cook pastes, atta and salt. ITC pioneered the launch of butterscotch cream and Orange Marie biscuits under the sunfeast brand – example of product innovation widely accepted by the consumer. ITC has achieved a significant market presence in the confectionery segment with the rapid growth of the ‘Mint-o’ and Candyman brands, which between them now have 11 variants. ITC’s ‘Kitchens of India’ ranged of gourmet products showcases India’s traditional cuisine. The company is engaged in scaling up the supply chain through distributed and outsourced manufacturing capacity to service market requirement in the cost effective manner. Significant investment in brand building activities is also envisaged in the light of heighten competition.
ITC – Aashirvaad Atta
1
Contents Topics Executive Summary Introduction ♦ Preamble ♦ History and Evolution ♦ Corporate Strategies ♦ Board of Governors ♦ Operating Units in India Market Analysis ♦ SWOT Analysis ♦ Understanding the four P’s of ITC Food Division ♦ Financial Analysis of ITC ♦ Competitors Analysis ♦ Financial Analysis of Competitors ♦ Price, Place, Product, Promotion Strategies in Orissa ♦ Decision Making Process ♦ Inferences from the Survey Future Strategies Suggestion and Recommendations Annexure References Page No. 3 4 5 9 9 9 10 10 18 25 33 38 39 45 46 47 55
2
Executive Summary
In ITC’s branded packaged foods business, the company has created a new epicenter of rapid growth by blending its time tested key competencies and organizational strengths. ITC’s portfolio, currently consisting of 45 value added products, appeals to changing consumer preferences in virtually all categories – staple, confectionery, snack foods and biscuits, and ready to eat meals. ITC’s ‘Aashirvaad’ atta has already established leadership as the number one branded atta among national branded players within barely two years of launch. The ‘Aashirvaad’ assurance of quality now extends to ready-to-eat foods, ready –to- cook pastes, atta and salt. ITC pioneered the launch of butterscotch cream and Orange Marie biscuits under the sunfeast brand – example of product innovation widely accepted by the consumer. ITC has achieved a significant market presence in the confectionery segment with the rapid growth of the ‘Mint-o’ and Candyman brands, which between them now have 11 variants. ITC’s ‘Kitchens of India’ ranged of gourmet products showcases India’s traditional cuisine. The company is engaged in scaling up the supply chain through distributed and outsourced manufacturing capacity to service market requirement in the cost effective manner. Significant investment in brand building activities is also envisaged in the light of heighten competition.
References: Marketing Management – Philip Kotler CMIE database Prowess Database Websites: http://www.itcportal.com http://www.google.co.in/ http://www.blonnet.com/ http://www.just-food.com/ http://www.thehindubusinessline.com http://www.indiainfoline.com/ http://www.foodindia.org http://www.nseindia.com/ http://www.zoomerang.com/build/survey-modify.zgi# (Uploaded the Questionnaire for online survey) 56 Filename: Marketing Management Project (ITC-Aashirvaad-Atta) Directory: C:Documents and Settings apanDesktop Template: C:Documents and Settings apanApplication DataMicrosoftTemplatesNormal.dot Title: Preamble Subject: Author: Shridhar Sharma Keywords: Comments: Creation Date: 12/13/2007 2:57 PM Change Number: 2 Last Saved On: 12/13/2007 2:57 PM Last Saved By: tapan Total Editing Time: 1 Minute Last Printed On: 12/13/2007 3:10 PM As of Last Complete Printing Number of Pages: 56 Number of Words: 12,737 (approx.) Number of Characters: 72,605 (approx.)