COMPETITIVE MARKETING BCG MATRIX OF
COMPETITIVEMARKETING
BCG MATRIX OF
Compitetive Marketing @ BCG, ITC
CONTENTS
Introduction
Market Strategy
Analysis
Conclusion
INTRODUCTION
Compitetive Marketing @ BCG, ITC
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
Compitetive 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
Compitetive Marketing @ BCG, ITC
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
Compitetive Marketing @ BCG, ITC
Compitetive Marketing @ BCG, ITC
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
Compitetive Marketing @ BCG, ITC
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
Compitetive Marketing @ BCG, ITC
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
Compitetive Marketing @ BCG, ITC
THANK YOUAstha Laghate
AkankshaMayank GargSagar Manocha