Launch of new Product ITC cigrette

1. Presentation on
Newly
Launch Cigarette
HERO
BY:
Abhishek Bansal
MBA Gen.

2. ITC Limited public conglomerate company headquartered
in Kolkata, India.
Its turnover is $7 billion and a market capitalization of over $33 Billion.
It started off as the Imperial Tobacco Company, and shares ancestry
with Imperial Tobacco of the United Kingdom, but it is now fully
independent, and was rechristened to Indian Tobacco Company in 1970 and
then to I.T.C. Limited in 1974
The company is currently headed by Yogesh Chander Deveshwar. It
employs over 26,000 people at more than 60 locations across India and is
listed on Forbes 2000.
ITC has a diversified presence in Cigarettes, Hotels, Paperboards &
Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Personal Care, Stationery, Safety
Matches and other FMCG products.

3. ITC's aspiration to be an exemplar in sustainability practices
is manifest in its status as the only company in the world of its size and
diversity to be 'carbon positive', 'water positive' and 'solid waste recycling
positive.
ITC's businesses have created sustainable livelihoods for more than 5
million people, a majority of whom represent the poorest in rural India.
ITC is one of the country's biggest foreign exchange earners (US $ 3.2
billion in the last decade).
As one of India's most valuable and respected corporations, ITC is widely
perceived to be dedicatedly nation-oriented.
 The vision of the company is expressively captured in its corporate
positioning statement: "Enduring Value. For the Nation. For the
Shareholder."

4. The company was founded as Wills, Watkins & Co. by Henry Overton Wills
and his partner Watkins, who opened a shop in Castle Street, Bristol in
1786. After the retirement of his partner in 1789, it became Wills & Co.
In 1826 his two sons, William Day Wills and Henry Overton Wills took
over the company now W.D. & H.O. Wills.
In 1901 Sir William Henry Wills formed the Imperial Tobacco
Company from a merger of W.D. & H.O. Wills with seven other British
tobacco companies
ITC was incorporated on August 24, 1910 under the name Imperial
Tobacco Company of India Limited. As the Company's ownership
progressively Indianised, the name of the Company was changed from
Imperial Tobacco Company of India Limited to India Tobacco
Company Limited in 1970 and then to I.T.C. Limited in 1974.

5. • Sustain ITC's position as one of
India's most valuable corporations
ITC through world class
performance, creating growing
VISION value for the Indian economy and
the Company’s
stakeholders
• To enhance the wealth
generating capability of the
ITC enterprise in a globalizing
environment, delivering superior
MISSION and sustainable stakeholder value

6. Cigarettes Foods Personal Care Lifestyle Retailing
,
Education & Stationery Matches Incense Sticks
Paper & Agri Information
Hotels Packaging Technology
Business

7. Buoyed by a strong distribution network ITC is likely to retain its
market share in the cigarettes business; the ban on advertisements is
likely to work in favor of ITC thanks to the recall factor.
MANUFACTURING HUB
UNIT DISTRIBUTORS
WHOLESALER
RETAILERS
SMALL RETAILRS MALLS

8. Introduction About Cigarette
 Cigarette is a product which is harmful for
health, in spite of this feeble; its sales are
increasing globally.
 India is the second largest producer of tobacco
in the world after China.
 Today the cigarette industry of India is booming
in the market.

9. Need For The Study
 ITC Ltd recently launched the new brand Hero in
the market. After this launched there is a sudden
need to study the response from customer,
retailer, and vendor. Also the response of the
cigarette in the market.
 To check whether the product is selling in the
competition market by its own name or by the
pressure of other competitors.
 Is the new product launch gives any competition
to competitors with this price segment.
 Is this cigarette is fulfilling the expectation of the
customers or not.

10. Primary Objective
•To study the test market regarding the launch of HERO Pack in
Ambala.
•To suggest to expand customer base.
Secondary objective
•To study the review of the customer regarding the launch of
HERO
•To study the impact of sales of HERO in retail.
•To know about the performance of HERO.
•To study the feedback of different Customer.
•To know about different schemes.

11. Research Methodology
 Primary data -
Sample size-80
No of questions- 9
 Secondary data- Visited different
websites.

12. Classification of cigarettes

13. Various brands Size, Sticks & Price

14. Competitors

15. Findings of the study
 Majority of respondents are aware about the ITC-
HERO but they haven’t taste it.
 People don’t want to taste this cigarette as they
are already loyal towards their previous brand.
 ITC is fallowing good promotional scheme for
retailers to sell the product but consumer is not
purchase this cigarette.
 People are rigid towards their previous brands.
 People who are using upper segment of the
cigarette don’t want to switch to lower segment.
 Customer is not demanding this cigarette; it sells
just because of the pressure of vendor.
 People are not eager to try new brands.

16. Suggestions
 ITC must use wait and watch technique
such that preferred customer may switch
to it.
 They must issue cigarette with low MRP
such as GPI has done to carter lower
segment.
 ITC need to provide some benefits to
customer also such that they switch to
use this cigarette.

17. Conclusion
 ITC Ltd Hero doesn’t put any great impact on the
sales of the retailer and it doesn’t attract new
customers from the market.
 As in the market there is already cigarettes of
ITC Limited of this price Segment as Flake excel
is already selling in the market at the price tag of
Rs. 28 for 10 sticks. Also there is Capstun which
is also there for the same price segment and
they target the same categories.
 This brand was launched to target the customer
of lower segment who are consuming GPI brand.
As GPI recently launch Crown which is priced at
Rs. 24 for 10 sticks.

18.  Usually less health conscious people stick
to low price sticks. People are not ready
to experiment until and unless pushed by
the retailers or tempted with a scheme.
Taste and price are the two topmost
criterions.