1. MARKETING STRATEGY OF

2. KRITHIKA SHETTY 208 HRISHIKESH CHUMBLE 190 AMIRTHA SUNDARAM 183 AMBAR KADAM 204 REVAN MENKUDALE 212 MILIND NAIK 219 POONAM POPAT 225 RAKESH RAJDEV 227 TEAM MEMBERS

3. INTRODUCTION ITC is one of India's foremost private sector companies. The market capitalization is nearly US $ 22 billion and a turnover of US $ 6 billion. The company is currently headed by YogeshChanderDeveshwar.

4. INTRODUCTION (CONTD…) It is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by Business World and among India's Most Valuable Companies by Business Today.

5. HISTORY ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. The name 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. The Company's headquarter building, 'Virginia House‘ is located in Kolkata, India

6. VISION AND MISSION STATEMENT

10. Worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume

11. Growing around 10% for last three years

12. Branded segment is growing around 25% per annum

13. Major players in branded segment include Frito Lay and Haldirams

16. Aim to capture 25% market share

17. Challenge to the monopoly of Frito Lays

19. Taste: Came up with 16 Innovative Flavors

20. Traditional Segment

21. Western Segment

23. TARGETING (Choosing a specific segment for the campaign) SEGMENTATION (Breaking down a diverse market into homogenous groups) POSITIONING (Designing a distinctive message to appeal to the targeted segment)

25. Income

26. Gender

27. Occupation

30. Medium

31. Light

32. BUYING BEHAVOR

33. Initiator

34. Evaluator

35. Decision maker

37. TARGETING 20-35 Years Outgoing, Fun Loving, Bindaas Demographic Age Group Attitude / Behavior Plain Salted Spicy / Red Chilly Mustard Sting Nimbu Spicy Zones & Taste

40. Variants in flavors as youth are experimental, like Achaari masti, Chatkila nimbu achaar, Red chilly dhamaka

42. What’s in my name ?? (brand name) Exclamation Mark Trendy and Fun Catchy Recallable Easy to Pronounce

44. A youthful, fun and colorful brand

45. Unique shapes

47. Pictorial view of the flavour

49. Marketing Strategies

50. Product Strategy of

51. Product Strategy of

52. Pricing Strategy SKU’s priced Rs 5, Rs 10, Rs 20 Recently launched Rs 3 SKU of Kurkure Consistent with competition

53. Promotional Strategy of “Chala Change Ka Chakkar” “Chai Time Achievers” Posters at unconventional retail points Brand Ambassadors

56. Kurkure Express

58. Promotional Strategy of

59. Promotional Strategy of Launched during World Cup 2007 Slapstick humor & Irrelevant theme Blitz Krieg promotion Bingo National Gaming Championship

60. Distribution Strategy of Well established network

61. Distribution Strategy of Manufacturing plants in Punjab and Pune Aims at investing Rs. 20 crore

62. Distribution Strategy of Well established network Distribution Strategy of

63. Distribution Strategy of POS material Retailers Alliance with Future Group

64. Distribution Strategy of

65. Viral Marketing Content that encourages people to pass on the message is referred as ‘Viral’ and the strategy is called as ‘Viral marketing’. Induces Web sites or users to pass on a marketing message to other sites or users. It can be done through buzzwords, word of mouth and viral video etc.

66. Trickling DOWN Approach Trickle IN Approach

67. 5 basic principals of Viral Marketing Giving away products or services. Making people feel something. Doing something unexpected. Using existing communication networks. Allowing effortless transfers and never to restrict access.

68. Methods Internet Search Engines & Blogs. Social Media Interconnectivity Television & Radio Multiple forms of Print and Direct Marketing Customer Participation & Polling services SMS

69. Viral Video A viral video is one that becomes popular through the process of internate sharing and email. It often contains humorous content and include televised comedy sketches. A viral video is any video that's passed electronically, from person to person, regardless of its content.

70. Viral marketing at Bingo ITC's Bingo has always been known for their adoption of different kind of advertising strategy. They have launched a new viral developed by Contests2win. It is in essence a spoof on the long winding saas bahu soaps on T.V.

71. SWOT Analysis

77. Thank You