BUSINESS POLICY REPORT

By,
VARUN KUMAR REDDY.E
HRM ,FW 08/10
IIPM, BANGALORE
Varunreddy0787@gmail.com
Phone: +91 9742834459
Report on:

Study of BCG Matrix on ITC Company

A Project report submitted in partial fulfillment of the

requirements for the course curriculum of the subject
Business Policy (60Marks)
ITC profile

Imperial Tobacco Company of India Limited

(ITC)
ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco
Company of India Limited'.

the Company was changed to I.T.C. 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-Exports, Foods, Lifestyle Retailing and Greeting Gifting &
Stationery - the full stops in the Company's name were removed effective
September 18, 2001. The Company now stands rechristened 'ITC Limited'.)

ITC is one of India's foremost private sector companies with a market

capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75
billion.

ITC is rated among the World's Best Big Companies. 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, Personal Care, Stationery, Safety Matches and other
FMCG products.

ITC is an outstanding market leader in its traditional businesses of Cigarettes,

Hotels, Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share
even in its nascent businesses of Packaged Foods & Confectionery, Branded
Apparel, Personal Care and Stationery.

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is

one of the country's biggest foreign exchange earners (US $ 2.8 billion in the last
decade). This transformational strategy is expected to progressively create for ITC a
huge rural distribution infrastructure, significantly enhancing the Company's
marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India Limited, is
aggressively pursuing emerging opportunities in providing end-to-end IT solutions,
including e-enabled services and business process outsourcing.
ITC employs over 21,000 people at more than 60 locations across India. The
Company continuously endeavors to enhance its wealth generating capabilities in a
globalizing environment to consistently reward more than 3, 73,000 shareholders.

CORE PRINCIPLES

ITC's Corporate Governance initiative is based on two core principles.

These are:

(i) Management must have the executive freedom to drive the enterprise
forward without undue restraints; and

(ii) This freedom of management should be exercised within a framework of

effective accountability.

ITC believes that any meaningful policy on Corporate Governance must

provide empowerment to the executive management of the Company, and
simultaneously create a mechanism of checks and balances which ensures
that the decision making powers vested in the executive management is not
only not misused, but is used with care and responsibility to meet
stakeholder aspirations and societal expectations.

Cornerstones

From the above definition and core principles of Corporate Governance emerge the
cornerstones of ITC's governance philosophy, namely trusteeship, transparency,
empowerment and accountability, control and ethical corporate citizenship. ITC
believes that the practice of each of these leads to the creation of the right
corporate culture in which the company is managed in a manner that fulfíls the
purpose of Corporate Governance.

Trusteeship

ITC believes that large corporations like itself have both a social and economic
purpose. They represent a coalition of interests, namely those of the shareholders,
other providers of capital, business associates and employees. This belief therefore
casts a responsibility of trusteeship on the Company's Board of Directors. They are
to act as trustees to protect and enhance shareholder value, as well as to ensure
that the Company fulfils its obligations and responsibilities to its other stakeholders.
Inherent in the concept of trusteeship is the responsibility to ensure equity, namely,
that the rights of all shareholders, large or small, are protected.

Transparency

ITC believes that transparency means explaining Company's policies and actions to
those to whom it has responsibilities. Therefore transparency must lead to
maximum appropriate disclosures without jeopardising the Company's strategic
interests. Internally, transparency means openness in Company's relationship with
its employees, as well as the conduct of its business in a manner that will bear
scrutiny. We believe transparency enhances accountability.

Empowerment and Accountability

Empowerment is an essential concomitant of ITC's first core principle of governance

that management must have the freedom to drive the enterprise forward. ITC
believes that empowerment is a process of actualising the potential of its
employees. Empowerment unleashes creativity and innovation throughout the
organisation by truly vesting decision-making powers at the most appropriate levels
in the organisational hierarchy.

ITC believes that the Board of Directors are accountable to the shareholders, and
the management is accountable to the Board of Directors. We believe that
empowerment, combined with accountability, provides an impetus to performance
and improves effectiveness, thereby enhancing shareholder value.

Control

ITC believes that control is a necessary concomitant of its second core principle of
governance that the freedom of management should be exercised within a
framework of appropriate checks and balances. Control should prevent misuse of
power, facilitate timely management response to change, and ensure that business
risks are pre-emptively and effectively managed.

Ethical Corporate Citizenship

ITC believes that corporations like itself have a responsibility to set exemplary
standards of ethical behaviour, both internally within the organisation, as well as in
their external relationships. We believe that unethical behaviour corrupts
organisational culture and undermines stakeholder value.

The governance structure

Flowing from the philosophy and core principles, Corporate Governance in ITC shall
take place at three interlinked levels, namely -
Strategic supervision by the Board of Directors

Strategic management by the Corporate Management

Committee
Executive management by the Divisional Chief Executive
assisted by the Divisional Management Committee

The composition of these Committees will be as follows :-

Committee Members Chairman

Audit Directors of the Company, as One of the
Committee may be decided by the Board, Independent
with not less than 3 members, Directors, to be
all being Non-Executive determined by
Directors with majority of them the Board.
being independent; and with at
least one Director having
financial and accounting
knowledge. The Director
accountable to the Board for
the Finance function, Head of
Internal Audit and
representative of External
Auditors shall be the
Permanent Invitees with the
Company Secretary to act as
the Secretary.

Compensa Non-Executive Directors, as One of the

tion may be decided by the Board, Independent
Committee with the Director accountable Directors, to be
to the Board for the HR determined by
Function as the Secretary. the Board.
 Nominatio The Executive Chairman and Executive
ns all the Non-Executive Chairman.
Committee Directors.

Investor Directors of the Company, as One of the non-

Services may be decided by the Board, Executive
Committee with the Company Secretary Directors, to be
as the Secretary. determined by
the Board.

Board committe
Audit Committee
P B Ramanujam Chairman

S B Mathur Member

B Vijayaraghavan Member

K Vaidyanath Permanent Invitee

(Director in charge of Finance)

S Basu Permanent Invitee

(Head of Internal Audit)

B B Chatterjee Secretary

Compensation Committee
B Sen Chairman

J P Daly Member

S B Mathur Member

Ram S Tarneja Member

Investor Services Committee
B Sen Chairman

P B Ramanujam Member

A Singh Member

B B Chatterjee Secretary

Nominations Committee
Y C Deveshwar Chairman

J P Daly Member

S H Khan Member

S B Mathur Member

D K Mehrotra Member

P B Ramanujam Member

B Sen Member

Ram S Tarneja Member

B Vijayaraghavan Member

Core values

Trusteeship

As professional managers, we are conscious that ITC has been given to us in "trust"
by all our stakeholders. We will actualise stakeholder value and interest on a long
term sustainable basis.

Customer Focus
We are always customer focused and will deliver what the customer needs in terms
of value, quality and satisfaction.

Respect For People

We are result oriented, setting high performance standards for ourselves as

individuals and teams.
We will simultaneously respect and value people and uphold humanness and human
dignity.
We acknowledge that every individual brings different perspectives and capabilities
to the team and that a strong team is founded on a variety of perspectives.
We want individuals to dream, value differences, create and experiment in pursuit
of opportunities and achieve leadership through teamwork.

Excellence

We do what is right, do it well and win. We will strive for excellence in whatever we
do.
Innovation

We will constantly pursue newer and better processes, products, services and
management practices.

Nation Orientation

We are aware of our responsibility to generate economic value for the Nation. In
pursuit of our goals, we will make no compromise in complying with applicable laws
and regulations at all levels

Awards
2007 SAM/SPG Sustainability Leadership Award conferred at the
International Sustainability Leadership Symposium, Zurich.

2006 Business Person of the Year from UK Trade & Investment, the
UK Government organisation that supports overseas
businesses in that country.

2006 Inducted into the `Hall of Pride' by the 93rd Indian Science
Congress

2005 Honoured with the Teacher's Lifetime Achievement Award

2001 Manager Entrepreneur of the Year from Ernst & Young Retail
Visionary of the Year from Images, India's only fashion and
retail trade magazine

1998 Honorary Fellowship from the All India Management

 Association

1996 Distinguished Alumni Award from IIT, Delhi

1994 Marketing Man of the Year from A&M, the leading marketing
magazine

1986 Meridien Hotelier of the Year

 Sunfeast

:: Snack foods
Sunfeast

In 2003, ITC forayed into the Biscuits market

with the Sunfeast range of Glucose, Marie
and Cream Biscuits. Sunfeast’s brand essence,
"Spread the Smile" connotes happiness,
contentment, satisfaction and pleasure. The
mascot Sunny reinforces the emotional
aspects of the brand.

Sunfeast immediately established itself as a provider of innovative and distinctive

products - Sunfeast Marie was launched in an innovative orange flavor and the
'Sunfeast Dream Cream' range includes new flavors as well as flavor enhancers.
The Sunfeast Dream Cream range is currently available in 8 variants. The
Company has also introduced 'Sunfeast Dark Fantasy', a dark chocolate and
vanilla cream offering for the premium segment in select markets.
Riding on the success of its initial offerings, ITC also entered the milk
biscuit category with Sunfeast Milky Magic biscuits in the general milk
and milk cream categories. Apart from milk which helps mental growth,
these biscuits also contain the finest quality wheat aiding physical
growth. Both cream and milk biscuits have received enthusiastic
response from consumers.
In the last few years the Sunfeast biscuits portfolio has been enhanced
to include salted crackers and cookies. The 'Sunfeast Snacky' salted
crackers are available in 2 unique variants viz., Chilli Flakes and
Classic Salted. Sunfeast's cookie offering, 'Sunfeast Special' biscuits
are also available in select markets. The Sunfeast Special range currently
includes cookies in three variants – Butter, Cashew and crunchy Coconut, as
well as cream biscuits in two variants – Choco and Orange. The recently launched
Sunfeast Golden Bakery offers the freshly baked taste of cookies in 3 variants -
Choco-nut, Butter-nut and Butter scotch.
The brand has also launched Sunfeast Nice, a tasty and delightful offering of
crispy, sugar sprinkled biscuits.
The Sunfeast product portfolio has been further expanded to include healthy
snacking options as well. 'Sunfeast Pasta Treat', a whole wheat based instant
pasta was introduced as a healthy snacking option for children. After the
tremendous success of the 4 initial flavours the instant Pasta range has been
extended with two new exciting flavours – Pizza and Chicken. The pasta segment
was further expanded with the launch of 'Sunfeast Benne Vita' in 4 innovative
variants. This range has been enhanced recently with the launch of Sunfeast
 Benne Vita Flax Seed biscuits that reflect the brand essence of Benne
Vita, which in Italian stands for ‘Good Life’. The flax seed content in
these protein and mineral enriched biscuits is a rich vegetarian source of Omega III
acids.
With continued focus on health and nutrition, Sunfeast extended the biscuits
portfolio to the nutritional segment with the launch Sunfeast Sachin's Fit Kit – a
range of healthy products co-created with Sachin Tendulkar. It is for the first time
in India that an icon of the stature of Sachin Tendulkar has been actively involved in
the product development process as co-creator of the Sunfeast Sachin's Fit Kit
range. It is the shared vision of Sunfeast as well as Sachin Tendulkar that products
under the Sachin's Fit Kit range will enable create "Champions of Tomorrow". The
launch range comprises two offerings - Sunfeast Sachin's Vitamin and Protein
enriched biscuits and Sunfeast Sachin's
Multigrain biscuits.

Business Mix of ITC Ltd.

FMCG

• Cigarettes
• Foods
• Lifestyle Retailing
• Greeting, Gifting & Stationery
• Safety Matches
• Agarbattis

Paperboards & Packaging

• Paperboards & Specialty Papers

• Packaging

Agri – Business

• Agri-Exports
• e-Choupal
• Leaf Tobacco

Hotels
Group Companies
• ITC Infotech; etc.
BCG Matrix for ITC Ltd.

Cows
• Cigarettes

Dogs
• Investment
• Golfresorts

OTHERS
• Agarbattis
• Safety Matches
Stars
Hotels
Paperboards/Packaging.
Agri business

Market share of ITC Ltd.

Outstanding market leader

Cigarettes, Hotels, Paperboards,Packaging and Agri-Exports.

Gaining market share

Nascent businesses of PackagedFoods & Confectionery, Branded Apparel and

Greeting Cards.

Segment Dominance Contribution %

Revenue
PBIT
Cigarettes 70% share 77.0% 87.7%

Paper & Packaging board – 1

Packg. 1 in Asia 7.3% 0.7%
Agri 1of the largest xporters
business from India 7.0% 3.7%
Hotels ITC Group ranks No.2
4.3% 5.4%
FMCG 20% share of greeting 4.4% -7.5%
(Others) cards market,
'Aashirvaad' atta is
No.1 in branded
segment

Limitations
Assumes market growth rate. A firm may grow the market.
A “Dog” may be helping other products.

High market share/Growth is not the only success factor.

Linkage between market share and profitability is questionable.

Conclusion:
? - To be handled with care.

Strategic forays into emerging high growth markets.

E-Choupal is a transformational strategy.

Strong brand building capability will be tested.

Corporate strategy of creating multiple drivers of growth anchored on its core

competencies and distribution reach.

Embracing difficult and challenging corporate strategy. (Ex: Paperboards).

EHS philosophy: Contribution to the triple bottom line- Economic, Environment and
social capital.

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