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Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 05
April 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 247
Marketing Strategies and Challenges of ITC Company.
CHANCHAL SHARMA
M.COM, NET (COMMERCE)
PERMANENT ADDRESS:- Near SBI bank vpo Badshahpur,gurugram.122101.
EMAIL.ID : -Chanchalsharma88888@gmail.com
MOBILE NO: - 9654587738
HISTORY OF THE ITC COMPANY : - Established in 1910 as the Imperial Tabacco Company
of India Limited, the company was renamed as the Indian Tabacco Company Limited in 1970
and later 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. The company completed 100 years in 2010 as of
2012-2013,had an annual turnover of US$8.31 billion and a market capitalisation of US$ 50
billion. It employes over 30,000 people at more than locations across India and is the parts of
Forbes 2000 list.
Type public
Traded as BSE: 500875,NSE: ITC BSE SENSEX Constituent CNX Nifty Constituent
Industry Conglomerate
Predecessor W.D & H.O Wills.
Founded 24 August 1910;107 years ago ( as imerial tabacco company of India)
Headquarter Kolkata, West Bengal, India.
Key people Sanjiv puri (chairaman)
products consumer goods tabacco hotels and resorts ,packaging, paperboard.
Revenue 60,493 crore (US$ 9.3 billion) (2017)
Operating income 15,000 crore (US$2.3 billion) (2015)
Net income 10,471 crore (US$ 1.6 billion) (2017)
Total assets 32,159 crore ( US$4.9 billion) ( 2015)
Page 2 of 4
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 05
April 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 248
No of employes 25,564 (2017)
Division ITC infortech,Surya Nepal Pvt.Ltd
Website www.itcportal.coms
Selling products: -
Cigarettes : - ITC Ltd sells 81% of the cigarettes in India, where 275million people use tobacco
products and the total cigarette market is worth close to $11 billion ( around Rs. 757399.4
million).
ITC’s major cigarette band includes wills navy cut, gold flake kings, gold flake premium lights,
gold flake super star, insignia, india king, classic (verve, menthol, menthol rush, regular, citric
twist, ice burst, mild & ultra mild),555, silk cut, scissors, capstan, Berkeley, Bristol, lucky strike,
players, flake and duke & royal.
Other businesses : -
Food ITC’s major food brand include Kitchen of india; Aashirwaad, B natural,
sunfeast, candyman, Bingo!, and Yippee!. ITC is the india’s largest seller of
branded foods with over Rs 4,600 crore in 2012-13. It is present across 6
category in the food business including snack foods, ready – to – eat meals,
fruit juices, dairy products and confectionary.
Personal care products including perfumes, haircare and skincare categories.
Major brands and Fiama Di Wills, Vivels, Essenza Di Wills, superia and Engage.
Stationary : Brands includes Classmate, paperkraft and colourcrew. Launched
in 2003, classmate went on to become India’s largest notebook brand in 2007.
Safety Matches and Agarbattis : Ship, I Kno and Aim brands of safety matches
and the Mangaldeep brand of agarbatties (Incense Sticks).
Hotels : - ITC’s Hotels division (under brands including WelcomHotel) is the India’s
second largest hotal chain with over 90 hotels throughout india. ITC is also the
exclusive franchisee in india of two brand owned by Sheraton international india
.Fortune Park Hotels and WelcomHeritage Hotels.
MARKETING STRATEGIES OF ITC COMPANY: -
Page 3 of 4
Journal for Studies in Management and Planning
Available at
http://edupediapublications.org/journals/index.php/JSMaP/
ISSN: 2395-0463
Volume 04 Issue 05
April 2018
Available online: http://edupediapublications.org/journals/index.php/JSMaP/ P a g e | 249
In the modern times, marketing strategies is very important for getting success in
changing environment. It is one of the important function for all the levels of
marketing management. Marketing strategies is that part of the whole planning of
the organization under which the marketing strategies is determined on the basis
of price policy, product policy, planning, physical distribution, promotion etc.
In other words, it is determined in the present that how the marketing resources
are to be used in future. It in top managers determine the strategies to be adopted
for the attainment of the long- run objective of the company.
Marketing strategy is a continuous process, which has no end. It is a mental
process for which managerial knowledge, experience, expertise and ability are
required. In it prospective events, opportunities, challenges and threats are
estimated and planning is done accordingly.
OBJECTIVES OF MARKETING STRATEGIES : - Without the marketing
strategies all the functions become aimless an directionless. Marketing planning
directs the business at every step. It makes the business aware about perspective
risks and provides solution for getting rid of them. The objectives of marketing
strategies are as follow: -
1. Focus attention on objective of organization.
2. Encourage innovation and creativity.
3. Leads to economy and efficiency.
4. Makes activities meaningful.
5. Prevent irrational decisions.
FACTOR AFFECTING MARKETING STRATEGIES : - Thus the
following factors are as follow which affect the marketing strategies.
A. Setting objectives.
B. Physical Resources.
C. Long – term or short – term marketing targets.
