PRODUCT MIX

ITC LIMITED

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ABOUT ITC LIMITED
ITC Limited is an Indian conglomerate company headquartered
in Kolkata. ITC has a diversified presence across industries such
as FMCG, hotels, software, packaging, paperboards, specialty papers
and agribusiness. The company has 13 businesses in 5 segments. It exports
its products in 90 countries. Its products are available in 6 million retail
outlets.
Established in 1910 as the Imperial Tobacco Company of India Limited, the company was
renamed as the India Tobacco Company Limited in 1970 and later to I.T.C. Limited in 1974. The
company now stands renamed to ITC Limited, where "ITC" today is no longer an acronym. ITC has
a turnover of 51,000+ crores.
It is a multi-business enterprise with a portfolio of
13 businesses which create world class Indian
brands. ITC understands the innate desires of the
consumers and provide high quality product and
services to them. ITC has presence in FMCG goods,
Hotels, Agri-business, Information technology,
paperboards and packaging. Under the stellar
leadership of Y.C Deveshwar who is a Padhma
Bhushan awardee, ITC has grown by leaps and
bounds. The Research and development centre in
Bangalore had played an integral part in creating
new innovative products and solutions that gives a
competitive edge to ITC. ITC also has a lot of social
investments programme like ITC e-choupal eco-system, water recycling,
water conservation etc.

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PRODUCT MIX
• A Product Mix is the set of all products and items a particular seller offers for sale.

• A product mix has certain width, length, depth and consistency.

• The width of a product mix refers to how many different product lines the
company carries.

• The length of a product mix refers to the total number of items in the mix

• The depth of a product mix refers to how many variants are offered for each
product in the line.

• The consistency of the product mix describes how closely related the various
product lines are in the end use.

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PRODUCT MIX OF ITC LIMITED
Paperboard and
FMCG Speciality Papers Hospitality Packaging Agriculture Information
Business Technology

Carton Board Agri

Cigarettes & Coated Boards Hotels Packaging Commodities & ITC Infotech
Cigars Rural Services

Graphic Boards Branded Flexible Agri Business –

Foods Accommodation Packaging ILTD

Personal Care Fine Papers Restaurants Tobacco E-Choupal

Packaging

Education & Thin Printing

Stationery Papers
Lifestyle
Retailing

Agarbatti

Safety
Matches

Depth- 8 Depth- 4 Depth- 3 Depth- 3 Depth - 3 Depth- 1

Product Length: 7 Product Width: 6 Product

Consistency: High

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PRODUCT MIX OF ITC FMCG
Foods Personal Cigarettes Stationery Lifestyle Safety Agarbatti
Care Retailing Matches

Aashirvaad Essenza Di Insignia Classmate Wills Aim Mangaldeep

Wills Lifestyle

Sunfeast Vivel India Kings Paperkraft John Players I Kno

Bingo Fiama Di Wills Cut

Wills Navy

Kitchens of Engage Classic

India Regular

Yippee Superia Gold Flake

B Natural Vivel Cell Navy Cut
Juices Renew

Mint-o Savlon Bristol

Candyman Shower to
Shower

Depth- 8 Depth- 8 Depth-7 Depth-2 Depth- 2 Depth- 2 Depth-1

Product
Product Length: 21 Product Width: 7 Consistency: High

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PRODUCT STRATEGY OF ITC
• ITC has a dynamic portfolio with numerous products in the market which
contributes most to its business.

• Here’s a list of the brands with various products offered by ITC in different
industries.

• In the food industry: Products offered by ITC includes FMCG i.e. (Fast Moving
Consumer Goods) such as biscuits, cakes, noodles, candies, spices, juice, etc.
• In personal care: ITC also offers personal and hygiene care products such as soaps,
shower gels, perfumes, shampoos, and much more.

• In the education industry: ITC is also a well-established brand when it comes to

stationery products such as pens, pencils, notebooks, erasers, math instruments, art,
pencil sharpeners, etc.
• Apart from the above-mentioned products and brands, ITC is a market-leading
company in cigarettes and cigars, some of its major brands are India Kings, Classic,
Gold Flake, Capstan, Berkely, Bristol, etc. it also manufactures safety matches and
sells them to name them AIM, Homelite, etc.
• They also have a lifestyle, infotech, and luxury hotels in India.
• ITC is a well-established company with a diversified product and brand ranging
from consumer goods to luxury hotels, above mentioned are the products and
services offered by the company.

Now let’s see the product mix of some ITC sub-brands:

• Sunfeast
• ITC Hotels

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 SUNFEAST ITC
SUNFEAST

Biscuits Yumfills

Sunfeast Farm Sunfeast Dark Sunfeast Mom's

Fantasy Sunfeast Delishus
Lite Magic Sunfeast
Sunfeast Yumfills
Whoopie Pie

Digestive Choco Fills

Expressions Rich Butter
Marie Light

Choco fills Nuts and

Oats Luxuria RaisinsNuts Cashew and
Biscotti Almonds Nice

Choco Meltz
Chocolate chips
Snacky

Chocolate and
vanilla
Milky Magic

Sweet 'n' Salt

Glucose

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 ITC HOTELS

HOTELS

Luxury Welcome Fortune Welcome

Collection Hotels Hotels heritage

5-Star Mid Market to

Super Deluxe & Hospitality for upscale Includes a chain
Premium Hotels Leisure properties in 1st of palaces, forts
to target Travellers class and resorts

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ITC PRODUCT ADVERTISING
ITC Advertising Strategies - ITC Marketing Campaigns
The company has taken initiative to create brand awareness on various social media
platforms. It came up with the #Proudly Indian Campaign and #Sab Saath Badhein
Campaign. Let us have a look at what these campaigns mean.

1. #Proudly Indian Campaign

Here the brand showcases how the products reflect the spirit of making in India’s
campaign runs across various social media platforms which generate considerable
interest in citizens. The campaign was initiated in 2020 with the philosophy of
“Vocal for Local”.

2. #Sab Saath Badhein Campaign

‘Sab Saath Badhein’ is a corporate campaign that comprises a series of four TVCs
(Television Commercial) Sab Saath Badhein is an expression of ITC’s sustainable &
inclusive growth.

These were the various advertising campaigns initiated by the company which created huge brand
awareness.

ITC Digital Marketing Strategy

A digital presence simply refers to how your business appears online and how you
manage your brand on various social media platforms. Following is the social media
presence of ITC on Facebook, Instagram, and Twitter.

ITC uses different platforms such as television, radio, and print to promote its product
as a part of the marketing mix. As it has so many different sub-brands, different brand
ambassadors are required by ITC to promote each brand. Kartik Aryan and Tara Sutaria
are brand ambassadors of ITCs “Engage”. To advertise its products, ITC has used a
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variety of promotional activities, such as ad campaigns shown on well-known television
channels, and hoardings are also used to promote its brand. Keeping Indian farmers in
consideration ITC has launched an e-choupal program which has solved various
problems faced by the farmers, the company is planning to expand the program to 15
states across India, over the following years.

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 ADVERTISEMENTS
OF ITC

TEAM MEMBERS
K. Ruthvika 21BCR00198
Nisha Deepak 21BCR00256
P.M Lekha 21BCR00268
Pooja. R 21BCR00274
Rohan. R 21BCR00311

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