Itc case
- 1. ITC - Case Challenge Team Name: Watermark College: Great Lakes Institute of Management, Chennai Team members: Ayush Gulati: 9176555296, ayush.gulati@greatlakes.edu.in Gaurav Sareen: 9962316776, gaurav.sareen@greatlakes.edu.in Guneet Arneja: 9176245001, guneet.arneja@greatlakes.edu.in Mohit Sangwan: 9962849002, mohit.sangwan@greatlakes.edu.in
- 2. Introduction of ITC ITC is a conglomerate Headquartered in Kolkata. Its business portfolio includes: – a) FMCG – B) Hotels – C) Paperboards and Speciality Papers – D) Packaging – E) Agri Business – F) Information Technology Stationery Brands:
- 3. Swot ANalysis Classmate SWOT Paperkraft SWOT
- 4. Problem Analysis ITC planning to venture into extra premium aspiration category of pens and notebooks. Price Range: Rs.300-1500 ITC can launch the new product under: a) Classmate brand b) Paperkraft brand c) New Brand
- 6. Target group
- 7. Marketing Mix Product Mix Place
- 8. Marketing Mix Pricing Promotion
- 9. Recommendations • Launch Exclusive new brand. • Reasons for not launching under Paperkraft are: This will overshadow the exclusivity of new brand Huge pricing difference will result in brand dilution The current TOMA of Paperkraft is very low (5%) therefore it doesn’t have the necessay mileage Difficult to promote the aspirational value of new segment along with current class of paperkraft products.
- 10. Recommendations • Reasons for not launching under Classmate are: Large distribution network will hamper the exclusivity of new product Classmate’s TG is children of age between 8- 16. Strong TOMA(86%) is among children and mothers only. So we recommend to launch the new product under a new brand name.