ITC Brand activation- FMCG

Reg No. 16010121884 ITC Foods Business Division Swetha Gopinath
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“A D e taile d Analys is on Brand Activation Strate gie s at ITC Limite d”
ITC Foods Division, Bengaluru.
Submitted by:
Swetha Gopinath
Registration N o:
16010121884
Under the Guidance of Prof. Vidya Pillai.
In partial fulfillment of the Course - Industry Internship Programme (IIP) in
Semester II of the Master of Business Administration
(Batch of Jan 2016 - 18)

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Master of Business Administration
Industry Internship Programme (IIP)
Declaration
This is to declare that the report titled “A D e taile d Analys is on Brand
Activation Strate gie s at ITC Limite d” has been made for the partial
fulfillment of the Course: Industry Internship Programme (IIP) in Semester II
by me at ITC Foods Business Division, under the guidance of Prof. Vidya
Pillai as faculty guide.
I confirm that this report truly represents my work undertaken as a part of my
Industry Internship Programme (IIP). This work is not a replication of work
done previously by any other person. I also confirm that the contents of the
report and the views contained therein have been discussed and deliberated
with the faculty guide.
Signature of the Student :
N ame of the Student : SWETHA GO PIN ATH
Registration N o. : 16010121884

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Master of Business Administration
Certificate
This is to certify that Ms. Swetha Gopinath Regn. N o. 16010121884 has
completed the report titled “A D e taile d Analys is of Brand Activation
Strate gie s at ITC Limite d” under my guidance for the partial fulfillment of
the Course: Indus try Inte rns hip Programme (IIP) in Se me s te r II of the
M as te r of Bus ine s s Adminis tration.
Signature of Faculty Guide:
Name of the Faculty Guide: PR OF. VID YA PILLAI

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ACKNOWLEDGEMENT
The success of my project apart from my efforts depends on the
encouragement and guidance of many others. I take this opportunity to express
my gratitude to the people who have been instrumental in the successful
completion of this project.
I am indebted to ITC Foods Business Division for their guidance and constant
supervision as well as for providing necessary information regarding the
project and also for their support in completing the same.
I sincerely wish to acknowledge a deep gratitude for the va luable guidance,
suggestions and generous help extended to me by Mr. Anuj K andawal
(manager- consumer activations).
I would also like to express my gratitude towards my parents and all the
members of ITC Foods Business Division who directly and indirectly helped
me in completing my report.
I am also grateful to my faculty guide, Prof. Vidya Pillai. Without her
encouragement and endless effort in showing me the right direction, this
project would not have materialized.
This acknowledgement would remain incomplete without thanking my institute
Alliance University.
Last but not the least; I would like to thank the Almighty God, for his
blessings. N one of this would be possible if it wasn’t for his love and grace.
Swetha Gopinath.

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TABLE OF CONTENTS
Chapter CONTENTS Page
EXECUTIVE SUMMARY
1. INTRODUCTION 7
2. INDUSTRY OVERVIEW
 Global & Indian Scenario
 Players in the Industry along with market
share.
8-12
2.1 COMPANY OVERVIEW
 Mission, vision of the company
 Evolution of ITC
 O rganisation structure of the company
 Product Portfolio – Foods Business
13-27
3. SWOT ANALYSIS 28-29
4. OBJECTIVES OF THE PROJECT 30
5. OBSERVATIONS 31
6. FINDINGS 32
7. RECOMMENDATIONS 33
8. CONCLUSION 34
9. KEY LEARNINGS 35
REFERENCES/BIBILOGRAPHY 36

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EXECUTIVE SUMMARY
This project presents a report A Detailed Analysis of Brand Activation
Strategies at ITC Limited . The organization taken is ITC ltd.
The report contains a detailed analysis of the company, it ’s factors and
components including the vision, mission, principles, its different product
lines, brand portfolio, stock keeping units of products, target market,
marketing channels used to reach customers, competitor analysis etc.
This project speaks about the efficiency of consumer activation at ITC,
awareness level of the consumers about the products of ITC w ith respect to
the FMCG market. Consumer buying behaviour towards a product focuses on
his/her perception about the product and their level of product knowledge.
The main purpose of this study is to improve customer ’s product knowledge
and spread awareness through various activation methods.
Consumer activations at ITC consists of campaigns, television advertisements,
newspaper advertisements, YouTube advertisements, sample distribut ion, in-
store activations etc.
Consumer brand activations are designed to help create product awareness and
increase sales of a specific product. The focus is to engage the consumer and
focus their attention on the product of which they may have been pr eviously
unaware
At ITC a team named “consumer activation” works with a sole purpose of
increasing the product knowledge of consumers and raising product awareness
for better engagement with consumers.
Consumer activations helps the brand to connect the consumer with a greater
retail experience and engage them with brand, which will increase your
overall brand and product awareness.
Consumer activation at ITC educate consumers, create or re - ignite a buzz,
build loyal communities, increase sales and brand awareness in new and
existing markets.

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1. INTRODUCTION
Getting an oppurtunity to work with ITC was indeed an overwhelming
experience. O ur project started on 19th of february 2017 after a breif
inroductry session with the Consumer Action team of foods division.
The purpose of our study was to understand the brand porfolio of ITC foods
and improve customer’s product knowledge, spread brand awareness through
various activation methods like campaigns, television advertisements,
newspaper advertisements, Yo uTube advertisements, sample distribution, in-
store activations etc.
At ITC “consumer activation” team works with a sole purpose of increasing
the product knowledge of consumers and raising product awareness for better
engagement with consumers.
We were asked to learn and understand the entire product line, SK U mix,
target customer group and their competitors in market which took us a week
and half for which we were facilitated with in- house data.
Later we got a briefing session about the consumer activation team, their
purpose and objectives, current missions and upcoming products. Various
channels of brand activations were explained with avaliable videos and other
data.
O nce were sure about the product line knowledge, target consumer group, we
were asked to start working on ideas to reach consumers through brand
activation.At the end our ideas were analysed, evaluated and reccomended
changes to improve, eliminate and add.
By end of the task we were suggesting activations for each of the brands and
link our products with events that resonates brand communication.

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2. INDUSTRY OVERVIEW
 Global and Indian Scenario of the FMCG Industry:
The total FMCG market is more than $ 28 billion. FMCG sector is growing at
double digit growth rate of 15.4 per cent and is expected to maintain a high
growth rate. FMCG is characterized by a well- established distribution
network, low penetration levels, low operating cost, lower per capita
consumption and intense competition between the organized and unorganized
segments
India’s FMCG sector is the fourth largest sector in the economy and creates
employment for more than three million people in downstream activities and
14million in total. The sub sectors of FMCG sector are Household Care,
Personal Care and Food & Beverages. Based on price, FMCG goods are
divided into three segments - low priced, mid- priced/ mass or popular and
high- priced/ premium end. Typically, the lower segments of the market drive
volumes. The premium segments less price - sensitive and more brand
conscious.
The fast- moving consumer goods (FMCG) segment is the fourth largest sector
in the Indian economy. Food products are the leading segment, accounting to
43 percent of the overall market. Personal care (22 percent) and fabric care
(12 percent) come next in terms of market share.
Growing awareness, easier access, and changing lifestyles have been the key
growth drivers for the sector.
What are FMCG products?
Products which have a quick turnover, and relatively low cost are known as
Fast- moving Consumer Goods. FMCG products are those that get replaced
within a year. Examples include a wide range of frequently purchased
consumer products such as toiletries, soap, cosmetics, tooth cleaning products
and detergents, as well as other non- durables such as glassware, bulbs,
batteries, paper products, and plastic goods. These items are meant for daily
or frequent consumption and have a high return.

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Structure and Characteristic of FMCG Industry
Competition:
The market of FMCG is very competitive and manufacturers are coming
forward with the latest ideas and techniques to beat the competition and
remain on the top. There are top business giants taking lead and several
hundred emerging companies trying hard to come forward and stand with
leading FMCG producers. The easing of the trade barriers encouraged the
MN Cs to invest in the Indian market to cater to the needs of the consumers.
The living standards rose in the urban sector due to high disposable income
along with the rise in the purchasing power of the rural families which
increased the sales volume of various manufacturers of the FMCG products in
India. The large- scale companies such as HUL, Godrej Consumer, Marico,
Henkel, Reckitt Benckiser and Colgate have targeted the rural consumers and
have also expanded their retail chain in the mid - sized towns and villages. O n
the contrary to this, N estle has always targeted the market of urban India and
focuses largely upon the value - added products for the elite class or upper
middle class population.
Branding:
Creating strong brands is important for FMCG companies and they devote
considerable money and effort in developing bands. With differentiation on
functional attributes being difficult to achieve in this competitive market,
branding results in consumer loyalty and sales growth. Leading FMCG firms
like HUL, ITC, N estle, Procter & Gamble and GlaxoSmithK line Healthcare –
which account for almost 70 per cent of FMCG revenues in the country–spend
almost 10per cent of their turnover on advertising and bran d promotion. The
promotion strategy includes tying up with top actors and other celebrity brand
ambassadors, besides going in for high- profile launches at leading retail mall
and outlets.
Distribution Network:
Given the fragmented nature of the Indian reta iling industry and the problems
of infrastructure, FMCG companies need to develop extensive distribution
networks to achieve a high level of penetration in both the urban and rural
markets. O nce they can create a strong distribution network, it gives them

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significant advantages over their competitors. The supply chain of products in
the FMCG market in India is one of the longest supply chains an industry
could really have. What has been observed is that even though these FMCG
companies are big multinationals and Indian but face a major challenge of
making their products available in the market in the right quantit ies and in the
right time. This is simply because these companies don’t really have a wide
network of sales agents and other force which is require d and is ideal for
catering their products to the markets. This aspect is taken over by
distributors, wholesalers and retailer whose margins on these products double
the price of these products when a final consumer buys it. The products in this
industry are transported from manufacturing units via c & f agencies or
warehouse to distributors who further sell the same to wholesalers or stockiest
who finally sell it to the retailers in the market.
Contract manufacturing:
As FMCG companies concentrate on brand building, product development and
creating distribution networks, they are at the same time outsourcing their
production requirements to third party manufacturers. Moreover, with several
items reserved for the small- scale industry and with these SSI units enjoying
tax incentives, the contract manufacturing route has grown in importance and
popularity.
Large unorganized sector:
The unorganized sector has a presence in most product categories of the
FMCG sector. Small companies from this sector have used their geographical
advantages and regional presence to reach out to remote areas where large
consumer products have only limited presence. Their low - cost structure also
gives them an advantage.

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Key growth drivers to the Industry are as follows:
O ver the years, demand for consumer durables has increased with rising
income levels, double- income families, changing lifestyles, availability of
credit, increasing consumer awareness and introduction of new models . The
biggest attraction for MN Cs is the growing Indian middle class. This market is
characterised with low penetration levels. With companies opting for
information technology a reduction in inventory levels and an improvement in
the working capital cycle is likely. This will benefit companies by controlling
costs and improving margins. In the context of the positives and the negatives,
investing in FMCG stocks is a tricky prospect. Given this, one has to be active
with FMCG stocks and should book profits as soon as the targeted returns are
reached.
Unlike earlier times, nowadays, one cannot afford to buy an FMCG stock and
forget about it for a long time. It is unlikely that the government’s initiatives
will boost the sector overnight and forget about it for a long time.
Some of the key FMCG industry growth drivers are:
 Robust growth in India’s GDP
 Growing urbanization
 Evolving consumer life style
 Increased income in rural areas
 Spending Pattern upon Changing Profile and Mind Set of Consumer
 Growth of modern retail
 Shift from unorganized to organized
 Rise in per capita category consumption
 Increase in penetration
 Increased in rural consumption

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The FMCG sector has a great opportunity for growth in the country, with the
growing population, the rising disposable incomes, education, urbanization,
the advent of modern retail, and a consumption- driven society. There is a
potential for all the FMCG companies as the per capita consumption of almost
all products in the country is very low c ompared to world standards, there
exists huge untapped opportunities.
Top Companies
According to the study conducted by AC N ielsen, 62 of the top 100 brands are
owned by MN Cs, and the balance by Indian companies. Fifteen companies own
these 62 brands, and 27 of these are owned by Hindustan Unilever.
The top ten India FMCG brands are:
1. Hindustan Unilever Limited
2. ITC (Indian Tobacco Company) Limited
3. N estlé India Limited
4. Gujarat Cooperative Milk Marketing Federation (G CMMF) – Amul
5. Dabur India
6. Asian Paints (India)
7. Cadbury India
8. Britannia Industries Limited
9. Procter & Gamble (P&G)
10. Marico Industries
Road Ahead
FMCG brands would need to focus on R&D and innovation as a means of
growth. Companies that continue to do well would be t he ones that have a
culture that promotes using customer insights to create either the next
generation of products or in some cases, new product categories.
O ne area that we see global and local FMCG brands investing more in is
health and wellness. Health and wellness is a mega trend shaping consumer
preferences and shopping habits and FMCG brands are listening. Leading
global and Indian food and beverage brands have embraced this trend and are
focused on creating new emerging brands in health and wellnes s.
As per the PwC - FICCI report Winds of change, 2013: the wellness consumer,
nutrition foods, beverages and supplements comprise a IN R 145 billion to 150
billion market in India, is growing at a CAGR of 10 to 12%.

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2.1 COMPANY OVERVIEW
ITC is one of India’s foremost private sector companies rated among the
World’s Best Big Companies, Asia ’s ‘Fab 50’ and the World’s Most Reputable
Companies by Forbes magazine. ITC also ranks among India ’s top 10 `Most
Valuable (Company) Brands ’, in a study conducted by Brand Finance and
published by the Economic Times .
ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty
Papers, Packaging, Agri- Business, Packaged Foods & Confectionery,
Information Technology, Branded Apparel, Greeting Cards, Safety Ma tches
and other FMCG products. While ITC is an outstanding market leader in its
traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and
Agric- Exports, it is rapidly gaining market share even in its nascent
businesses of Packaged Foods & Co nfectionery, Branded Apparel and Greeting
Cards.
As one of India’s most valuable and respected corporations, ITC is widely
perceived to be dedicatedly nation- oriented. Chairman Y C Deveshwar calls
this source of inspiration “a commitment beyond the market”. In his own
words: “ITC believes that its aspiration to create enduring value for the nation
provides the motive force to sustain growing shareholder value. ITC practises
this philosophy by not only driving each of its businesses towards
international competitiveness but by also consciously contributing to
enhancing the competitiveness of the larger value chain of which it is a part. ”
ITC employs over 21,000 people at more than 60 locations across India. The
Company continuously endeavours to enhance its wealth generating
capabilities in a globalizing environment to consistently reward more than
4,46,000 shareholders, fulfil the aspirations of its stakeholders and meet
societal expectations. This over - arching vision of the company is expressively
captured in its corporate positioning statement: “Enduring Value. For the
nation. For the Shareholder.”

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 Mission and Vision
VISIO N »
Sustain ITC’s position as one of India’s most
valuable corporations through world class
performance, creating growing value for the
Indian economy and the Company’s
stakeholders
MISSIO N »
To enhance the wealth generating capability of
the enterprise in a globalising environment,
delivering superior and sustainable stakeholder
value

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 Organisation Structure
Board of Directors »
Audit
Committee
CSR and
Sustainability
Committee
Nomination &
Compensation
Committee
Securityholders
Relationship
Committee
Independent
Directors
Committee
Corporate Management
Committee
Divisional/ Strategic Business Unit (SBU)
Management Committees, each headed by a
divisional/ SBU Chief Executive »
Business includes: FMCG, Hotels,
Paperboards, Specialty Papers & Packaging,
Agri Business and Information Technology
Corporate Functions, each headed by a HOD
Corporate Functions include: Planning and
Treasury, Accounting, Taxation, Risk
Management, Legal, Secretarial, EHS, Human
Resources, Corporate Communications,
Corporate Affairs, Internal Audit and
Research & Development

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Board of Directors
Chairman
Yogesh Chander Deveshwar
CEO & Exe cutive D ire ctor
Sanjiv Puri
Exe cutive D ire ctors
N akul Anand Rajiv Tandon
N on-Exe cutive D ire ctors
Zafir Alam Shailabadra Banerjee Arun Duggal
S B Mainak Ashok Malik Sunil Behari Mathur
P B Ramanujam N irupama Rao S S H Rehman
Meera Shankar David Robert Simpson

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 EVOLUTION OF ITC
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco
Company of India Limited. As the Company’s ownership, progressively
Indianized, the name of the Company was changed from Imperial Tobacco
Company of India Limited to India Tobacco Company Limited in 1970 a nd
then to ITC Limited in 1974. In recognition of the Company’s multi- business
portfolio encompassing a wide range of businesses – Cigarettes & Tobacco,
Hotels, Information Technology, Packaging, Paperboards & Specialty Papers,
Agri- business, Foods, Lifestyle Retailing, Education & Stationery and
Personal Care – the full stops in the Company’s name were removed effective
September 18, 2001. The Company now stands rechristened ‘ITC Limited’.
Though the first six decades of the Company’s existence were primarily
devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco
businesses, the Seventies witnessed the beginnings of a corporate
transformation that would usher in momentous changes in the life of the
Company.

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ITC’s Packaging & Printing Business was set up in 1925 as a strategic
backward integration for ITC ’s Cigarettes business. It is today India ’s most
sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a
hotel in Chennai which was rechristened ‘ITC- Welcomegroup Hotel Chola’.
The objective of ITC ’s entry into the hotels business was rooted in the
concept of creating value for the nation.
In 1979, ITC entered the Paperboards business by promoting ITC
Bhadrachalam Paperboards Limited, which today has become the market
leader in India. Bhadrachalam Paperboards amalgamated with the Company
effective March 13, 2002 and became a Division of the Company,
Bhadrachalam Paperboards Division
In 1985, ITC set up Surya Tobacco Co. in N epal as an Indo - N epal and British
joint venture. Since inception, its shares have been held by ITC, British
American Tobacco and various independent shareholders in N epal. In August
2002, Surya Tobacco became a subsidiary of ITC Limited and its name was
changed to Surya N epal Private Limited (Surya N epal).
In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper
manufacturing company and a major supplier of tissue paper to the cigarette
industry. The merged entity was named the Tribeni Tissues Division (TTD).
To harness strategic and operational synergies, TTD was merged with the
Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in N ovember 2002.
Also in 1990, leveraging its agri- sourcing competency, ITC set up the Agri
Business Division for export of agri- commodities. The Division is today one
of India’s largest exporters. ITC ’s unique and now widely acknowledged e -
Choupal initiative began in 2000 with soya farmers in Madhya Pradesh. N ow
it extends to 10 states covering over 4 million farmers
A line of premium range of notebooks under brand “Paperkraft” was launched
in 2002. To augment its offering and to reach a wider student population, the
popular range of notebooks was launched under brand “Classmate” in 2003.
“Classmate” over the years has grown to become India’s largest notebook
brand.

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ITC also entered the Lifestyle Retailing business with the Wills Sport range of
international quality relaxed wear for men and women in 2000. The Wills
Lifestyle chain of exclusive stores later e xpanded its range to include Wills
Classic formal wear (2002) and Wills Club life evening wear (2003).
In 2000, ITC spun off its information technology business into a wholly
owned subsidiary, ITC Infotech India Limited, to more aggressively pursue
emerging opportunities in this area. Today ITC Infotech is one of India’s
fastest growing global IT and IT- enabled services companies and has
established itself as a key player in offshore outsourcing, providing
outsourced IT solutions and services to leading global customers across key
focus verticals – Manufacturing, BFSI (Banking, Financial Services &
Insurance), CPG&R (Consumer Packaged Goods & Retail), THT (Travel,
Hospitality and Transportation) and Media & Entertainment.
ITC’s foray into the Foods business is an outstanding example of successfully
blending multiple internal competencies to create a new driver of business
growth. It began in August 2001 with the introduction of ‘K itchens of India ’
ready- to- eat Indian gourmet dishes. In 2002, ITC entered the confectionery
and staples segments with the launch of the brands mint - o and Candy man
confectionery and Aashirvaad Atta (wheat flour). 2003 witnessed the
introduction of Sunfeast as the Company entered the biscuits segment. ITC ’s
entered the fast- growing branded snacks category with Bingo! In 2007. In
eight years, the Foods business has grown to a significant size with over 200
differentiated products under six distinctive brands, with an enviable
distribution reach, a rapidly growing market share and a solid market
standing.
ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and
bath & body care products for men and women in July 2005. Inizio, the
signature range under Essenza Di Wills provides a comprehensive grooming
regimen with distinct lines for men (Inizio Homme) and women (Inizio
Femme). Continuing with its tradition of bringing world class products to
Indian consumers the Company launched ‘Fiama Di Wills’, a premium range
of Shampoos, Shower Gels and Soaps in September, O ctober and December
2007 respectively. The Company also launched the ‘Superia’ range of Soaps
and Shampoos in the mass- market segment at select markets in O ctober 2007
and Vivel De Wills & Vivelrange of soaps in February and Vivel range of
shampoos in June 2008.

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 PRODUCT PORTFOLIO – FOODS BUSINESS
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 popular brands – Aashirvaad, Sunfeast, Bingo! Yippee! K itchens of India,
B N atural, mint- o, Candyman and GumO n. The Foods business is today
represented in multiple categories in the market – Staples, Spices, Ready- to-
Eat, Snack Foods, Bakery & Confectionery and the newly introduced Juices &
Beverages.
ITC’s uncompromising commitment to the health and safety of its consumers
ensures adherence to the highest levels of quality, safety and hygiene
standards in manufacturing processes and in the supply chain. All ITC - owned
manufacturing units are Hazard Analysis and Critical Control Point (HACCP)
certified.
The quality performance of all manufacturing units is monitored continuously
online. Going beyond process control, ITC ensures that quality standards are
scrupulously adhered to while choosing ingredients tha t go into the
preparation of its food products .
ITC’s Foods brands delight millions of households with a wide range of
differentiated, value- added products developed by leveraging ITC ’s in- house
R&D capabilities, relevant consumer insights, a deep understanding of the
Indian palate gained from its Hotels business, its agri- sourcing & packaging
strengths, exciting, innovative communication and an unmatched distribution
network.
The business continues to invest in every aspect of manufacturing,
distribution and marketing to ensure that it can leverage emerging
opportunities and fulfil its aspiration of being the most trusted provider of
Branded Packaged Foods in the country.
ITC’s Foods business also exports its products to the key geographies of
N orth America, Africa, Middle East and Australia.

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AASHIRVAAD
ITC entered the branded Atta market with the launch of Aashirvaad Atta in
May 2002 and within a short span became the number one in branded packaged
Atta across the country.
 Spice s
ITC forayed into the branded spices market with the launch of
Aashirvaad Spices in May 2005. The offering currently consists of
Chilli, Turmeric and Coriander powder in SK Us of 50g, 100g, 200g and
500g each.
 R e ady M e als
Aashirvaad Ready Meals – a range of ten of the most popular Indian
dishes in a ready- to- eat format.
 Ins tant M ixe s
This range, launched in March ‘06, now includes Gulab Jamun, Rava
Idli, Rice Idli and Rice Dosa.
 Ghe e (late s t addition)
Aashirvaad Svasti Ghee is the first product from ITC ’s dairy portfolio.
ITC’s Aashirvaad Svasti Ghee is an outcome of R&D at t he ITC Life
Sciences and Technology Centre, Bengaluru.

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SUNFEAST
In July 2003, ITC made a foray into the biscuits market by launching the
Sunfeast range of biscuits. Since then, Sunfeast biscuits have always stood for
quality and are known for offering innovative and wholesome biscuits.
Sunfeast connotes happiness, contentment, satisfaction and pleasure. Within a
span of 12 years, Sunfeast has well- established presence in almost all
categories of biscuits.
 Farmlite Digestive  Farmlite
 Dark Fantasy
Choco Fills
 Dark Fantasy
Choco Fills Luxuria
 Dark Fantasy
Choco Meltz
 Delishus
Nuts & Raisins
 Delishus
Nut Biscotti
 Delishus
Chocolate Chip
 Dark Fantasy Chocolate
and Vanilla
 Mom’s Magic
Rich Butter
 Mom’s Magic
Cashew & Almond
 Bourbon Bliss
 Dream Cream
 Bounce
Creme Biscuits
 Marie Light
 Nice  Snacky  Sweet ‘n Salt
 Hi Fi Cookies  Milky Magic  Glucose

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BINGO!
Bingo! Was launched in March 2007 with a wide range of exciting packaged
salted snacks. The range includes multiple flavour variants of Potato Chips &
Finger Snacks.
At present Bingo! Has 4 sub- brands in its portfolio, each of which have
unique values based on consumer need differentiation.
 Bingo! Yumitos – ‘Take a Yumitos Bre ak ’
 Salted  International Cream & Onion
 Tomato  Masala
 Bingo! Yumitos Original S tyle
ITC has carved a niche for itself by creating yet another winner product
in the form of Bingo! Yumitos O riginal style. (Available in South only) .
 Original Style – Chilli Sprinkled  Original Style – Salt Sprinkled
 Bingo! M ad Angle s – “Har Angle s e M mmm…”
 Tomato Madness  Masala Madness
 Achaari Masti  Chaat Masti

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YIPPEE!
ITC entered the instant noodles segment with the launch of Sunfeast Yippee!
In 2010.
 Instant Noodles
 Magic Masala  Classic Masala  Chinese Masala
 Tricolor Pasta
Sunfeast Yippee! Tricolor Pasta is a unique first to market product, with
Instant Pasta in three exciting colours.
 Creamy Corn  Masala
 Pasta Treat
The Sunfeast product portfolio was expanded in early 2005 to include
healthy snacking options as well.
 Cheese  Tomato Cheese
 Sour Cream Onion

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CANDYMAN
ITC launched the ‘Candyman’ range of confectioneries in August 2002. The
coffee toffee segment also saw the successful launch of ‘Candyman Cofitino’
in N ovember 2005.
Candyman Choco Double eclairs launched in 2007 further extended the
successful trend of the brand.
 Choco Double Eclairs  Creme Lacto  Toffichoo
 50P Eclairs  Cofitino  Hard Boiled Candies
B-NATURAL
ITC entered the Fruit- based juices and b everages market with the launch of B
N atural juices in January 2015.
 Mixed Fruit Merry  Guava Gush  Litchi Luscious
 Orange Oomph  Pineapple Poise  Mango Magic
 Apple Awe  Kinnow  Jamun Joy

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MINT-O
ITC launched ‘mint- o Fresh’ in O ctober 2004. Another offering in the adult
mint confectionery segment is mint- o GO L, in the ‘Chews’ sub- segment. The
latest addition to the mint- o portfolio is the ‘mint- o Ultra mintz’- a sugar- free
extra- strong mint.
 Mint-o GOL Green Mango
Chew
 Mint-o GOL Mint
Chew
 Mint-o GOL Orange
Chew
 Mint-o GOL Pet Jar  Mint-o Fresh  Ultra mintz
GUMON
ITC launched ‘GumO n’ Chewing Gum in September 2014. GumO n’s launch
marked the entry of ITC into the category of gums.
 GumOn Strawberry  GumOn Spearmint  Spearmint Jar

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KITCHENS OF INDIA
R e ady-to-e at gourme t cuis ine K itchens of India specialises in bringing to
life age- old Indian dishes from across the country crafted by the Master Chefs
of ITC ’s hotels, especially from the gourmet cuisines of Dum Pukht, Bukhara
and Dakshin.
Kitchens of India Ready-to-Dine Range
 Vegetarian Curries  Non-Vegetarian Curries  Biryanis
 Halwas  Kitchens of India Masala Mixes
FABELLE
Launched in April 2016, Fabelle has a range of exquisitely handcrafted boxed
chocolates. Fabelle chocolates are exclusively available at Chocolates
Boutiques based in the luxurious ambience of ITC Luxury hotels in Bengaluru,
K olkata, Chennai, Delhi and Mumbai.

28
3. SWOT ANALYSIS
Strengths:
 ITC’s strong and diverse businesses innovate and explor e other business
opportunities.
 ITC is a diversified company trading in a number of business sectors
including cigarettes, hotels, paper, agriculture, packaged foods and
confectionary, branded apparel, personal care, greetings cards,
Information Technology, safety matches, incense sticks and stationery.
 ITC has successfully utilised the strengths of existing business to foray
into a newer products or categories.
Weaknesses :
 Tobacco products remain to be the major source of the revenue
contributing more than 60% of the total revenue from FMCG businesses.
 Association with Tobacco Products affects the image
 Due to the increase in taxation on tobacco products, the prices and
hence revenues get affected.

29
Opportunities:
 ITC should utilise its distribution channel in Personal Hygiene and Food
Processing Industry to capitalise on the growth in the categories and
hence increase revenue.
 The growing rural market in India and other emerging nations create
huge opportunities to improve the bottom- line of the company.
 ITC should tap on the increasing purchasing power and improving the
lifestyle of customers in India. This could help in increasing revenue for
all its businesses.
Threats:
 There has been an increase in the health consciousness which has
resulted in the decrease in demand for tobacco products in India. Also,
anti- smoking campaigns throughout the country affect the sales of
cigarettes.
 ITC faces intense competition in its FMCG business from large MN Cs
like HUL and P&G and Indian FMCGs like Patanjali and Dabur. This
limits the market share for ITC.
 The Tobacco and Cigarette Industry in India continue to be targeted by
strict government regulations and taxation system. This possesses a
threat to the highly profitable Cigarette business of ITC.

30
4. OBJECTIVES
 The main objective is to improve customer’s product knowledge and
spread awareness through various activation methods.
 To better engage with consumers to know their preferences .
 To ensure brand promise through effective activation startaegies .
 To provide product experience ti improve customer satisfaction.
 To educate customers/consumers and thus boost sales.
 To strengthen brand positioning and compete effectively.
 To activate product a create awareness and trial to customers.
 To build brand equity through achieving & re - assuring sales.
 To create an events calender to link the produts with events that
resonates brand communication.

31
5. OBSERVATIONS
Farmlite: To promote its newly launched health biscuit, Sunfeast Farmlite,
the brand created a farm- like environment at the airport and engaged the
travellers in a fun- filled, healthy activity. The idea was to reinforce the
thought ‘Staying healthy can be fun!’
 Obs e rvation: Airport was chosen as the venue for the activity because
of its captive environment, resulting in top of the mind recall for the
brand. The biscuits were not sold at the airport but distributed as free
samples.
Savlon: ITC’s as part of its social investment p rogramme launched Savlon
Swasth India Mission, a programme designed to encourage behavioural change
towards washing hands amongst children through various engaging and
entertaining educational initiatives in schools .
 Obs e rvation: In addition to building sanitation infrastructure, this
programme is focused on hygiene and sanitation education through
extensive awareness building programmes designed to induce
behavioural change
Engage Deo: To reach out to young couples, ITC took to the rainy season
and created ‘umbrellas’ with the silhouette of a couple. These umbrellas were
handed out to couples seated in parks, gardens, college campuses and popular
streets.
 Obs e rvation: Playful Chemistry, is well complemented with the
innovative packaging design which extends to some eye- catching
billboard creatives as well. The strategy is to promote the brand
effectively while bringing alive special couple moments.

32
6. FINDINGS
ITC owns a huge product line with various brands under it. Each brand has its
own reputation and image. ITC strives to keep its brand image and quality of
the products. Though the Tobacco stream has a negative impact on the society,
ITC does possess health conscious product range through Aashirvaad and
Sunfeast.
 ITC believes in transparency of information between the employees.
 Employees have been given freedom to express their views and ideas.
 Q uality has always been their top priority.
 ITC runs their offices and industries at Zero waste.
 ITC is concerned about social issues of the society.
 ITC helps poor with free education under the brand Classmate.
 ITC promotes healthy life style with the brand Aashirvaad and Sunfeast.

33
7. RECOMMENDATIONS
 Better data facilitation might help the new entrants with better
understanding of the firm.
 Accesses to public sites would help employees gather more information
about the projects they are dealing with.
 We think the working environment can be more fun and cheerful to keep
employees motivated and happy at work place.
 An employee chat box with anonymity would be great to lodge
complaints.
 Brands like dark fantasy can come up with more variants to compete and
acquire better market share.
 Farmalite can come up with more of health oriented campaigns to
promote the essence of the brand.
 O n- site work will help freshers gain better knowledge about the
customer preferences and competitors.

34
8. CONCLUSION
ITC is one of the most valued Indian companies. It’s a successful
conglomerate with each of its brand having its own goodwill in the market. As
interns, we were welcomed and briefed well about the firm. We were
facilitated with all the data and other resources. We were allocated with
industry guides to help throughout the project.
Consumer activation team at ITC is exceptionally creative and spontaneous
with its work. They gain in depth knowledge about the product they promote
and position in a way it resonates brand communication.
This summer project couldn’t be any better than this experience with ITC. We
gained new knowledge and improved our skill with the help of ITC. We will
be thankful and proud at the same time.

35
9. KEY LEARNINGS
 We gained in depth understanding of brand activation.
 We understood the importance and p urpose of brand activations.
 We looked at various channels of brand activations and its
implementations.
 Detailed knowledge of SK U mixing based on target group was well
explained.
 We learned how to fix prices based on target group.
 Creating and implementing various activations were thought.
 We understood how to p osition the product in a way that resonates
brand communication.

36
REFERENCES/BIBILOGRAPHY
 http://www.itcportal.com/
 https://en.wikipedia.org/wiki/ITC_(company)
 http://economictimes.indiatimes.com/topic/ITC - FMCG- business
 http://www.thehindubusinessline.com/companies/ itc - the- changing-
dynamics- of- fmcg- game/article8780292.ece
 http://www.mbaskool.com/brandguide/fmcg/1485 - itc- limited.html
 https://www.ibef.org/industry/fmcg- presentation
 http://www.cii.in/sectors.aspx?enc=prvePUj2bdMtgTmvPwvisYH+5EnGj
yGXO 9hLECvTuN vwUH5MWzEuAiG8dfH+/Z7F
 http://www.livemint.com/I ndustry/glpLI3r0PO JBDcibrIxxkK /FMCG -
industry- pays- the- highest- salaries- in- India- Randstad.html
 https://www.kenresearch.com/blog/2016/06/global- fmcg- industry-
research- report/

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