Here is the marketing mix of itc limited which is popularly known as itc and is a public. Over 38000 villages linked through around 6400 echoupals servicing over 3. 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. Itc occupies 81% of market share in terms of selling cigarettes in india and some of its main brands are gold flake kings, wills navy cut, golds flake super star and india kings. Saccharata, preparedpreserved otherwise than by vinegaracetic acid, not frozen, other than products of heading 2006 20059100. For example, the product lines of itc are fmcg, hotels, paper board and packaging, agribusiness. Itc product mix free download as powerpoint presentation. Itc limited is one of the most leading private sector companies in india. Product mix is defined as the set of all products and items that a particular seller offers for sale. Product mix of itc ltd fmcg cigarettes foods lifestyle retailing. So, in fmcg sector, the marketing mix can be seen as a combination of the product, the price, the distribution network, and the promotional methods. Itc were removed in 18th sep 2001 since then it is known as itc limited. The article talks about the impact of its product, price, place and promotional strategies on the performance of the company.
The breadth of a product mix shows the different kinds of product lines that firm carries. Itc infotech, a global it services company and a fully owned subsidiary of itc ltd has been ranked amongst the the top specialty application development providers in. Scribd is the worlds largest social reading and publishing site. Download as pptx, pdf, txt or read online from scribd. A service requires people to perform the tasks which becomes the 5th p. Companies are changing their organizational and business models, as well as the way they establish and. Each element is also referred as mix, for example, product mix, price mix, promotion mix, and place mix. Product mix decisions width, length, depth and consistency. Final ppt 4 marketing itc authorstream presentation. Subsequently, classmate added pens, pencils, mechanical pencils and geometry boxes to its portfolio. Ntroduction henever we talk over the marketing product, four fundamental factors of.
Product mix and product line understanding product. A company like hul has numerous product lines like shampoos, detergents, soaps etc. Essay on itc product mix, bcg matrix 1033 words cram. 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. As explained, product mix is a combination of total product lines within a company. Product line is defined as the group or set of products that are closely related because they perform a similar function, targeted at the same customer groups and distributed through same channels,etc.
This is where the concept of product mix and product line decisions occur, this article clearly explains the differences between product mix and product line in a detailed manner along with examples. According to kpmgs sector report, the fmcg sector consists of several products. Introduction to the topic every business organization reaches to the customers through their goods or services. Itc s branded packaged foods business is one of the fastest growing foods businesses in india, driven by the market standing and consumer franchise of its seven popular brands aashirvaad, sunfeast, bingo. Marketing mix of nestle 4ps of marketing mix of nestle. Itc has worked closely with farmers in designing and managing the entire echoupal initiative. Branded apparel, personal care, stationery, safety matches and other fmcg products. Product mix width, length, depth, consistency with examples. Product mix a product mix is the set of all products and items a particular seller offers for sale. About the company diversified group of companies with. A product represents the heart of an fmcg company and acts as a need satisfying entity to an fmcg consumer. Product description harmonised product code list 20057000 olives, preparedpreserved otherwise than by vinegaracetic acid, not frozen, other than products of heading 2006 20058000 sweet corn zea mays var. At last, the consistency of a product mix is the close relationship between different product lines.
Imperial tobacco company itc is an indian conglomerate. The product mix, also called product portfolio, is the set of all product lines and items that a company offers for sale. Itc manufactures products such as cigarettes, processed foods. Length of the product mix refers to the total number of products in the mix. This case assesses a company s product line mix relative to two marketing environmental factors and explores four product line growth strategies using a product portfolio analysis approach.
Itc has a diversified business portfolio and it includes. With itc s strong and wide distribution network at 6 million outlets, we believe fmcg sector would stand to gain as it enters into newer categories with different product. Sales promotion strategy of selected companies of fmcg sector in gujarat region chapter 1. Service marketing mix 7 ps of marketing mix feedough. Background itc limited is adiversified indian conglomerate headquartered in kolkata that has a meaningful. Slowly with the pass of time the company diversifies its business to other sector like fmcg, hotels, paper. Marketing mix of nestle analyses the 4ps of marketing mix of nestle product, price, place, and promotion. Itcs branded packaged foods business is one of the. The service marketing mix is also different from marketing mix of tangible products. Luxury collection mansions of luxury upper upscale. The strategic transformation a case study sometimes, not taking a risk is the biggest risk padma bhushan yogesh c. Each of these product lines, in turn, consists of several sublines. The company will launch more products in the packaged food space since its the largest fmcg business for itc.
The width of the mix refers to the number of product lines the company has to offer. For instance, the product mix of colgate consists of three product lines. Product strategy and product mix of britannia september 17, 2015 october 12, 2015 posted in product mix, product strategy a product is anything that can be offered to a market to satisfy a want or a need,including physical goods and services, experiences,persons,events,places,properties,organisations,information and ideas. Itc plans to top fmcgs with new launches the economic times. Promotion decision must be integrated and coordinated with the rest of the marketing mix, particularly product brand decisions, so that it may effectively support an entire marketing mix strategy. Classmate is an indian brand of student stationery products.
Complete details on the products manufactured and sold by britannia industries ltd. Pdf hindustan unilever limited a study on the marketing. As the time pass the company started growing and become a reputed brand in the cigarette division. Itc limited is an indian multinational conglomerate company headquartered in kolkata, west bengal. Read this article to get information on marketing mix. The company has expanded its operating margins by 230 bps to 7. Itc is rated among the worlds most reputable companies by forbes. The constituents of marketing mix are said as marketing mix elements. The product lines have great product length and depth. Nestle offers a wide range of products and has an strong depth and width of the products. To market the products in broadest sense every company needs to create a successful mix of right product at right price at the right place through right promotion. Physical evidence is the 6th p, and the process of the service is the 7th p of the service marketing mix. Discuss marketing strategy of itc within the marketing management forums, part of the publish upload project or download reference project category. Diversified group of companies with operations in various industry segments.
Product strategy and product mix of britannia britannia. United states international trade commission investigation no. Itc limited formerly indian tobacco company launched its classmate brand in 2003 with the notebooks category. It was initially in the cigarette and tobacco business and later diversified into multiple businesses including hotels,paperboards and speciality papers,packaging,agribusiness, packaged foods and confectionery, branded apparel,greeting cards and other fmcg products. The senior management committee smc is made up the two executive officers and the heads of itc s four divisions internally, our organization is structured into the. Itc has a dynamic portfolio in its marketing mix with businesses spanning fmcg, agribusiness, hotels, information technology, paperboards and packaging. All products and services have certain life cycles. Itc brands are designed and customized to delight your diverse tastes, needs and lifestyles. Itc is headed by an executive director, who reports to the secretarygeneral of the united nations conference on trade and development unctad and the directorgeneral of the world trade organization wto. Sustainable development models and value chains have supported creation of 6 million sustainable livelihoods a global exemplar in sustainable business practices only enterprise in the world of comparable dimensions to have achieved and sustained the 3 key. The length of a product mix refers to the total number. Itc ltd is one of indias foremost private sector companies.
Product line is the products that are offered by the company which are similar and can be sold for the same customers to satisfy the same want. The combination of all these product lines is the product mix. Simply, it shows the number of items in the product line. Itc limited is an indian multinational conglomerate company headquartered in kolkata, west. Hindustan unilever limited a study on the marketing concept. To sell the products to the customers a number of activities are being performed. From september 18,2001, companys name has effectively become itc ltd. The marketing strategy is the framework of a marketing plan. The dots in the name were removed in september 1974 for the company to be renamed as itc. A range of associated products that yields larger sales revenue when marketed together than if they were marketed individually or in isolation from others. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. Complete details on the products manufactured and sold by itc ltd. Sales promotion strategy of selected companies of fmcg. The role of service marketing mix and its impact on.
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