Analyzing the product mix of itc

Product Mix is the total number of product lines the company offers to its customers. That is all the product sold by an individual company.

Product mix is measured based on:
Length
Depth
Width
Product Consistency
Product Mix Marketing Strategy

1. Analyzing the product mix of ITC Done by: Aishwarya R

2. Product Mix Product Mix is the total number of product lines the company offers to its customers. That is all the product sold by an individual company. Product mix is measured based on: Length Depth Width Product C onsistency Product M ix M arketing Strategy

3. Product Line Product Line is the subset of product mix. The product line generally refers to the type of product that the company provides

4. Product Mix Length Of The Product: The total number of products against the product line forms the length of the product. It refers to products that are related to each other, but produced and sold individually, rather than being bundled together in a package. Width Of The Product: product line width is a depiction of the number of product lines which a company has . Depth Of The Product: the depth of the product mix is the total number of products within a product line. Product Line Consistency:  The lesser the variations between the products, the more is the product line consistency.

5. Indian Tobacco Company (ITC)

6. ITC ( Indian Tobacco Company) ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata, West Bengal. Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed as the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974. The periods in the name were removed in September 2001 for the company to be renamed as ITC Ltd.  A s of 2012-13, had an annual turnover of US$8.31 billion  and a market capitalization of US$45 billion. It employs over 25,000 people at more than 60 locations across India and is part of Forbes 2000 list. ITC decided to diversify it’s business into non-tobacco sectors in the 1970’s. In 1975 the company acquired a hotel in Chennai and named it ‘ ITC Welcomgroup chola’

7. ITC Ltd sells 80 percent of the cigarettes in India, where 275 million people use tobacco products and the total cigarette market is worth close to $6 billion. ITC is the only enterprise in the world, of comparable dimensions to be carbon-positive, water-positive, and solid waste recycling positive. A testimony to its commitment to a low carbon growth path - over 38 % of the total energy requirements of ITC is met from renewable sources. All ITC's premium luxury hotels are LEED (Leadership in Energy and Environmental Design) Platinum certified making it the "greenest luxury hotel chain" in the world

8. Y C DEVESHWAR( CHAIRMAN)

9. SHAREHOLDERS HOLDING Foreign companies( mainly British American tobacco company) 30.54 Foreign Institutional Investors 19.68 Public 11.13 GDR’S 00.30 Financial Institutions 33.44

10. E-Choupal ITC's e-Choupal initiative is designed to make the power of the Internet available to Indian farmers. The company places computers with Internet access in rural farming villages, serving both as a social gathering place for exchange of information and an e-commerce hub. As of July 2010, services through 6,500 e-Choupal across 10 states reach more than 4 million farmers in about 40,000 villages. The potential of e-Choupal is also being tested through pilot projects in healthcare , educational services, water management and   cattle health  management. ITC Sangeet Research Academy ITC Sangeet Research Academy is a Hindustani classical music academy established in 1977 and located in Kolkata .  Some noted musicians are associated with this academy .

11. ITC Product Length

12. ITC-PRODUCT LENTH ITC, a conglomerate business corporation, in the following years post its inception diversified into four major markets namely:- FAST MOVING CONSUMER GOODS HOTELS PAPERBOARD & PACKAGING AGRI-BUSINESS

13. Itc-fmcg segment

14. Itc -hotels & paperboard & packaging

15. Agri business

16. FMCG- FOOD PRODUCT WIDTH

17. CIGARETTE PRODUCT WIDTH

18. Lifestyle retailing & stationery product width

19. Personal care product length

20. Safety matches & agarbatti

21. FOOD

22. AASHIRWAD FLOUR SALT SPICES INSTANT MIXES AASHIRWAD CHILLI POWDER GULAB JAMUN SELECT AATA TUMERIC RAVA IDLI CHAKKI AATA CORIANDER RICE IDLI PICKLE MIRCH RICE DOSA KHAMAN DHOKLA RASMALAI VADA MIX

23. SUNFEAST BISCUITS Special SNACKY GLUCOSE DREAM CREAM MARIE GOLDEN BAKERY FIT KIT BUTTER CHILLI FLAKES ORANGE CHOCO ORANGE CHOCONUT VITAMIN CASHEW CLASSIC SALTED MILKY MAGIC VANILA BUTTERNUT MULTI GRAIN CRUNCHY NICE ORANGE BUTTERSCOTCH COCONUT MILK CREAM

24. SUNFEAST-PASTA MASALA CHEESE PIZZA CHICKEN BENNE VITA

25. FOOD MINT-O Minto cool blue Minto fresh Orange mint Lemon mint CANDYMAN Fruit Fun Butter Scotch Licks Eclairs Cafitino Natkhat Mango Natkhat Guava Mango licks Maha mango Lacto

26. POTATO CHIPS SALTED MASALA TOMATO CHATKILA NIMBU ACHAR TANDOORI PANEER TIKKA MAD ANGLES TOMATO MISCHEIF CHILLI DHAMAKA ACHAARI MASTI HATKE JHATK FUNKY MASALA TOMATO TWIST BINGO

27. LIFESTYLE RETAILING

28. ITC's Lifestyle Retailing Business Division has established a nationwide retailing presence through Wills Lifestyle & John Players .

29. Wills Lifestyle presents a premium fashion wardrobe for men and women. Offering a tempting choice of Wills Classic formal wear, Wills Sport relaxed wear, Wills Clublife evening wear and Wills Signature designer wear, Wills Lifestyle offers a truly delightful shopping experience for the discerning customer.

30. Wills Lifestyle was named Superbrand 2012 by the Superbrands Council of India . Wills Lifestyle has also been declared one of 'Asia’s Most Promising Brands’ by the World Consulting & Research Corporation.

31. Wills Lifestyle has partnered with several leading designers including Ritu Kumar, Rohit Bal, JJ Valaya , Ranna Gill and Rohit Gandhi - Rahul Khanna co-creations.

32. ITC forayed into the youth fashion segment with the launch of John Players in December 2002 and John Players is committed to be the No. 1 fashion brand for the youth. This foray leverages ITC's proven competencies in understanding consumer insights, brand building and design capabilities.

33. The brand is available across the country through a nation-wide network of over 400+ exclusive stores and 1400+ multi-brand outlets.

34. PERSONAL CARE

35. ITC forayed into the Personal Care business in July 2005. In the short period since its entry, ITC has already launched an array of brands, each of which offers a unique and superior value proposition to discerning consumers.

36. ITC's Personal Care portfolio under the ' Essenza Di Wills ', ' Fiama Di Wills ', ' Vivel ', " Engage " and  ' Superia ' brands has received encouraging consumer response and is being progressively extended nationally.

37. Essenza Di Wills ITC launched an exclusive line of prestige fine fragrances under the Essenza Di Wills brand in mid 2005. Essenza Di Wills is an exclusive range of fine fragrances and bath & body care products for women and men.

38. Essenza di wills has a range of bath and body care products such as Aqua Mikkel Ignite

39. Fiama di wills Introduced into the market in 2007 having D eepika P udkone as their brand ambassador.

40. vivel Between February and June 2008, ITC expanded its personal care portfolio with the launch of Vivel range of soaps and shampoos to cater to the specific needs of a wide range of consumers. This high quality range of soaps and shampoos are for the upper-mid and mid-market consumer segments

41. engage In May 2013, ITC’s Personal Care Products Business expanded its product portfolio with the launch of Engage – one of India’s first range of ‘couple deodorants’. 'Engage' marks the Personal Care Business’ foray into deodorants with an exclusive brand.

42. superia The Superia range of soaps and shampoos have been launched to cater to the large popular market in the personal care category.

43. Conclusion

44. ITC Cigarette Business Market leadership: Leadership across all segments- geographic and price They use state of the art technology and world class products

45. FMCG Production of FMCG turned out to be a successful move for ITC. Launched products under new brand name

46. Personal Care Products Products were well received in the market, gaining customers acceptance. Brands were supported by celebrity endorsements. Capture all the customer target market: Essenza Di Wills ( Prestige) Fiama Di Wills ( Premium) Vivel ( Middle) Superia ( Popular)

47. Lifestyle Retailing: Engaged in both up-market and down- market stretching. Up market products: Wills Lifestyle 104 stores in 43 cities Down- market product: John Players 400 stores, 1600 multi branded outlets and departmental stores.

48. Product consistency: Product mix consistency pertains to how closely related product lines are to one another. In the case of ITC, their products lines are very diversified and not consistent. They have a huge presence in the market. Under each category, they have a variety of products.