Report on ITC limited

Chapter – 1
Introduction
Need/Significance of study: To understand the strategy and requirements for ITC personal
care products, for penetrating ITC offers into the society and to know about various segments and
competitors of ITC . To understand how huge firms like ITC make a global presence of their brands.
Objectives of the study:
 Research on the company to know their marketing strategies.
 To study various brands of ITC
 To study about their competitors in all the personal care.
 To determine the key elements like strengths and weaknesses of the company.
 To determine the current marketing trends used by the company.
 To estimate the market potentials of the ITC personal care products.
 To find the extend of brand loyalty among consumers.

Scope of study:
The scope of the study is to achieve the above objectives as I have not restricted the project to only
ITC personal care products. In order to study about the personal care business in India, and to
understand the scope that ITC personal care has in this business, I have extended my project to do a
detailed study of personal care of the competitors of ITC personal care.
Data Collection Method:
This project is truly based on secondary data which includes descriptive method of study.in the data
is taken from secondary data from websites, journals etc.,
The documents used in the project are very useful for theoretical and conceptual. They are used in
the project to analyze accurate insights for research.

Limitations of the study:

The data of financials collected might not be reflected to the current financials of the company. The
data used to make this report are only collected by secondary data due to Covid-19. The strategies
and operations might have changed from the ones mentioned in the study.
 CHAPTER-2
COMPANY AND INDUSTRY PROFILE
 History
Tobacco business and early years
"ITC Limited" was originally named "Imperial Tobacco Company of India
Limited", succeeding W.D. & H.O. Wills on 24 August 1910 as a British-owned
company registered in Calcutta. Since the company was largely based on
agricultural resource, it ventured into partnerships in 1911 with farmers from
the southern part of India to source leaf tobacco.Under the company's
umbrella, the "Indian Leaf Tobacco Development Company Limited" was formed
in Guntur district of Andhra Pradesh in 1912. The first cigarette factory of the
company was set up in 1913 at Bangalore.
In 1928, construction began for the company's headquarters, the 'Virginia
House' at Calcutta . ITC acquired Carreras Tobacco Company’s factory at
Kidderpore in 1935 to further strengthen its presence. ITC helped to set up
indigenous cigarette tissue-paper-making plant in 1946 to significantly reduce
the import costs and a factory for printing and packaging was set up at Madras
in 1949.The company acquired the manufacturing business of Tobacco
Manufacturers (India) Limited and the complementary lithographic printing
business of Printers (India) Limited in 1953.
About Company
Imperial Tobacco Company(ITC) Limited is an Indian company headquartered
in Kolkata, West Bengal . ITC has a diversified presence across industries such
as cigratees , FMCG, hotels, packaging, paperboards and specialty papers
and agribusiness . The company has a total of 13 businesses in 5 segments.
Also there are 90 countries where ITC exports its products. Its products are
available in 6 million retail outlets.
Established in 1910 as the Imperial Tobacco Company of India Limited, the
company was renamed as the India Tobacco Company Limited in 1970 and
later to I.T.C. Limited in 1974. The company now stands renamed to ITC
Limited, where "ITC" today is no longer an acronym or an initialized form. The
company completed 100 years in 2010 and as of 2019–20, had an annual
turnover of US$10.74 billion and a market capitalization of US$35 billion. It
employs over 36,500 people at more than 60 locations across India and is
part of the Forbes 2000 list. Within a relatively short span of time, ITC has
built 25 mother brands, many of which are market leaders in their segments.
This vibrant portfolio of brands represents an annual consumer spends of
over H19,700 crore today. ITC’s world-class Indian brands anchor competitive
and inclusive value chains that create, capture and retain larger value within
the country.
CEO
• Sanjiv Puri (59), is the Chairman & Managing Director of ITC
effective May 13, 2019. He was appointed as a Wholetime
Director on the Board of ITC with effect from December 6,
2015 and Chief Executive Officer from February 5, 2017. He
was re-designated as the Managing Director of ITC effective
May 16, 2018. Puri is an alumnus of the Indian Institute of
Technology, Kanpur, and Wharton School of Business. He
joined ITC in January 1986.
• Puri has also served as Chief Operating Officer of ITC and
prior to that as President, FMCG Businesses - Cigarettes,
Foods, Personal Care, Education & Stationery Products,
Matches and Agarbattis, since December 2014. During his
career of over three decades at ITC and its subsidiaries, he
has held several business leadership positions and also
handled a wide range of responsibilities in manufacturing,
operations and information & digital technology. Puri became
Divisional Chief Executive of the Tobacco Division in 2009,
with additional responsibility for the Company's Trade
Marketing & Distribution Vertical. He has led ITC Infotech
India Limited ('I3L'), a wholly owned subsidiary of ITC, as its
Managing Director from May 2006 to August 2009. Presently,
Puri is the Chairman of I3L and its wholly owned subsidiaries
in the UK and the USA.
BOARD OF DIRECTORS
Name Designation Nakul Anand Executive Director

Senior Vice President - Corporate Nirupama Rao Non Executive Director

A K Rajput
Affairs
P K Dixit General Manager

Ajit Kumar Seth Non Executive Director

Rajendra Kumar Singhi Executive Vice President & Co. Secretary
Anand Nayak Non Executive Director

Arun Duggal Non Executive Director Rajiv Tandon Executive Director & CFO

Atul Jerath Non Executive Director S K Singh Group Head

C Dar Group Head S Sivakumar Group Head

David Robert Simpson Non Executive Director

Sanjiv Puri Chairman & Managing Director
Hemant Bhargava Non Executive Director
Shilabhadra Banerjee Non Executive Director
K Chaturvedi Chief Operating Officer
Sumant Bhargavan Executive Director
M Ganesan Head
Sunil Behari Mathur Non Executive Director
Meera Shankar Non Executive Director
V Kulkarni Chief Operating Officer
N Arif Executive VP & Head
Headquarters
7.Andheri
1.Kolkata (HQ) Sahar Airport Rd, near 13.Bhopal
Virginia House, 37 J. L., International Airport, Ashok Hoshangabad Rd & NH 12,
Jawaharlal Nehru Road Surendra Palace, Narayan Nagar
Nagar, Andheri East
2.Abohar 8.Baddi 14.Chaparthi
NH62 9.Bargur 15.Chennai
3.Agra Bengaluru - Chennai Hwy 16.Chennai
Itc Mughal, Fatehabad Rd, 10.Bengaluru 119, St Marys Rd, Trustpakkam,
Tajganj No.18, Gate, 1 & 2, Dodda Mandaveli
4.Ahmedabad Banaswadi Main Rd, 17.Chennai
Karaka Building, Ashram Rd, Jeevanhalli 5th Floor, 760, ITC Centre, Anna
Muslim Society, 11.Bengaluru Salai, Anna Salai
Navrangpura 18.Chennai
Windsor Square, 25, Golf
5.Aligarh Course Rd, Abshot Layout, 69, Pasumpon Muthuramalinga
Agra Rd, near Gagan Vasanth Nagar Thevar Rd, Austin Nagar,
Public School, Lodhi 12.Bhopal Nandanam
Puram Colony, Sasni
Gate 2nd floor, plot, B/8, Maharana
Pratap Nagar
6.Anaparthi
Marketing Mix of ITC
Marketing Mix consists of 4p’s
1.Product – What the company is manufacturing?
2.Price – What is the pricing strategy used by the company?
3.Place – Where is the company selling?
4.Promotions – How is the company promoting the product?
• 1.FOODS
ITC Product Strategy:
The product strategy and mix in ITC marketing strategy can be explained as follows:
ITC is a leading FMCG company in India. ITC has a dynamic portfolio in its marketing mix with
businesses spanning FMCG, Agri-business, Hotels, Information technology, paperboards and
packaging. The product lines have great product length and depth.
In FMCG goods ITC is India’s leading marketer. ITC comprises of packaged food, Lifestyle retailing,
Education and stationery products, safety matches and incense sticks, personal care products.
1.Foods:
• Sunfeast
• Bingo!
• Kitchens of India
• YiPPee!
• B Natural
• mint-o
• Candyman
• GumOn
• Fabelle
• Sunbean
• Sunfeast Wonderz Milk
• ITC Master Chef
• Farmland
• P2.ERSONAL CARE
2.PERSONAL CARE PRODUCTS:
• Essenza Di Wills
• Dermafique
• Fiama
• Vivel
• Engage
• Superia
• Nimyle
• Nimeasy
• Nimwash
• Savlon
• Shower to Shower
• Charmis
3.EDUCATION
• Classmate
• Paperkraft
• MATCHES & AGARBATTI
4.MATCHES AND AGARBATTI:
• AIM
• Mangaldeep
• Homelites
5.LIFESTYLE
• WLS
.ITC has a premium range of luxury hotels in
over 70 destinations.
ITC hotels are the greenest luxury hotels in
the world because of its sustainable and
responsible policies.
2.ITC Price/Pricing Strategy:
ITC has different price points as it has a diversified product portfolio.
ITC have products in all price brackets but more and more new products are on the premium side
as they provide higher margins. Pricing of the product depends on several things like pricing
objective, the market one is operating in, the purchasing power of the consumers, the market
condition, product’s market position etc.
For instance, as Bingo was entering the market, it adopted a very clever aggressive pricing
strategy to capture the market share. They maintained their prices as per the market leader but
offered more quantity and more margin to the retailers which gave them a competitive edge.
ITC follows different marketing mix pricing strategy for different products. Their economy brands
follow economy pricing. Marketing and manufacturing cost is kept at a minimum. ITC had to hike
the price its premium products in the industry due to hike in excise duty.
3.ITC Place & Distribution Strategy:
ITC has an unmatched distribution network. Its products are available in 4.3 million retail
stores in India. A strong distribution shows its marketing mix place strategy. ITC is
constantly trying to reduce the lead time and to make the products reach to the retailers as
quickly as possible. Being an environment friendly organization, ITC is carbon positive, solid
waste positive and water positive.
Out of the total energy it consumes over 47% comes from renewable sources. E-choupals
ensure timely supply of high quality raw materials. ITC has well integrated manufacturing
and Logistics facilities with a wide and deep distribution network. All manufacturing units
owned by ITC are hazard Analysis and critical control point certified.
ITC has distinctive agri-sourcing capabilities with farm linkages in over 17 states which
provide it with high quality wheat, soya, potato, coffee etc. It has an efficient CRM program
for commodity customers. ITC's Paperboards and Specialty Papers Division has four
manufacturing units, eight regional sales offices and over 60 dealers in India. ITC has over
100 hotels are present in 70 destinations.
ITC’s food products are exported to North America, Middle east, Africa and Australia.
4.ITC Promotion & Advertising Strategy:
The promotional and advertising strategy in the ITC marketing strategy is as follows:
ITC designs its promotion strategy keeping in mind its brand proposition and its target audience. It
promotes its product through Print, television and radio as a part of its marketing mix. ITC’s
different brands have different brand ambassadors.
For example, classmate has been endorsed by Yuvraj Singh and Soha Ali Khan; Saina Nehwal has
endorsed Salvon; Shahrukh Khan has been endorsing the entire range of snacks under the umbrella
brand of Sunfeast . ITC roped in Ranbir Kapoor for John players.
As part of ITC’s centenary initiative, Classmate launched the largest student contact program- Ideas
for India challenge. It provided a platform for Indian youth to brainstorm and address the issues and
challenges which our nation faces and help in developing the nation.
ITC also launches a lot of digital campaigns to ensure maximum participation. The Fiama De Wills
Men campaign is one such example. Fiama DE Wills has had an association with the talented
designer, Massaba Gupta for Wills Lifestyle Fashion Week.
ITC also engage in cross marketing promotions. Yippee! Launched a campaign with Paytm offering
recharge coupons equivalent to the price of Yippee noodles. The company launched an
advertisement to back the campaign. Hence this concludes the ITC marketing mix.
 CHAPTER 3
THEORETICAL FRAMEWORK
(TOPIC RELEATED)
PERSONAL CARE
 1.Essenza Di Wills:
Sublimely crafted to encapsulate the very essence of fine living.
Essenza Di Wills is a luxurious marque dedicated to the creation of an exclusive, international range of
fine fragrances and personal care products for discerning individuals.
• Fine Fragrances
• Hair & Body Shampoos
• Bathing Bars
• Deodorants
• After Shave Lotion
INIZIO:
Inizio, the signature range from Essenza Di Wills, provides
a comprehensive grooming regimen with distinct lines
for women (Inizio Femme)
and men (Inizio Homme).
The rich and sensual international fragrances of Essenza Di Wills
are all-day offerings created by leading French fragrance houses.
The range includes a host of bath & body care products
that share the same olfactory signature to offer
a harmonised fragrance experience.
Aqua:
The Essenza Di Wills portfolio was enhanced with the
Aqua range for men (Aqua Homme) offering
a distinctive and fresh aquatic fragrance.
The fragrance note revolves around "Citrus Aromatic Musky".
The alliance of bergamot mandarin & Italian lemon
which stimulates and re-energizes the mind.
The top notes are blended with a spicy aromatic heart
which burst with the energy of French rosemary, Clary sage
& Tonka beans arousing vigor & pure masculinity.
This is further enhanced with musky end notes which
reveal the warmth of amber and vanilla creating a discreet
refinement that can never go out of style.
Mikkel:
Another addition to the Essenza Di Wills portfolio is the enigmatic
'Mikkel' that embodies a fine balance between Mystery and Elegance.
The sharp Lavender and Bergamot top notes blend sophistication
with a hint of mystery. At the heart, sensual Neroli and serene
Orange Blossom dance to an effortless tune of elegance.
The rich and passionate undertones of Vanilla delicately
bring out the aroma of Amber, creating an unmistakable aura.
2.Dermafique:
Dermafique brings to you an intelligent skincare system, developed in partnership with dermatologists and
cellular biologists.
Our Smart New Derma Routine offers a tailored step-by-step system to perfectly balance your individual skin
needs and deliver beautiful, zen-like skin.
AN ESSENTIAL,SIMPLISTIC AND INTELLIGENT SKINCARE SYSTEM

Cleanse:
Our cleansers are mild but do some heavy lifting to get rid of a day's worth of impurities without
disturbing the natural health of your skin. Cleansing is the unmissable step for healthy skin. Our
cleansers are designed to preserve and help maintain the skin mantle.
Tone:
Your skin care routine is incomplete without the efficacy of a toner.
You may have cleansed your skin thoroughly but only the
power of a toner can cleanse and purify your skin, maintain its pH
balance and keep it moisturised. Make sure you embrace this step
by reaching out for our alcohol-free All Important [Skin Toner].

Hydrate:
Lend your skin a boost of hydration and restore your skin's natural bounce with our hydrators. Our
revitalising day cream battles oxidative damage to restore your skin back to its luminous best. It contains
10x@ Vitamin E that keeps the skin plump and nourished. Our wondrous night cream is infused with 5x
Ceramide synthesis boost* that prevents collagen breakdown and restores the skin's youthfulness. @as
compared to placebo
 3.Fiama:
Fiama offers a range of expert solutions designed to make consumers look and feel young.
With innovation at its core, Fiama offers an enviable portfolio of products developed through years of
scientific research at Laboratoire Naturel.
• Shower Gels
• Bathing Bars
• Handwashes
• Essential Oils
• Body Oils
• Bathing Accessories
Fiama Men:
Fiama Shower Gel range designed especially for men have skin conditioners that keep your skin
moisturised and invigorating fragrance to keep your mood fresh for hours. Pick your favorite among
the three exciting variants: Refreshing Pulse, Quick Wash and Cool Burst. It cleans thoroughly and
washes off quickly, giving you a great bathing experience even when you're in a rush. So wash away
the tiredness from your body and mind. Rejuvenate yourself with Fiama Men Shower Gel.
Fiama Scents:
Fiama Scents Body Wash is made using ITC's best fragrance technology
aimed at keeping one's mood uplifted after every bath.
Fiama Scents has the longest lasting fragrance amongst bodywashes in India.
This unique body wash with 8 hour touch activated fragrance encapsulation technology
has skin- friendly beads that get locked on to your skin when you bathe.
These beads can be unlocked with just a rub, anywhere for up to 8 hours after a shower.
Fiama Scents is available in 2 variants, Mimosa and Neroli &
Juniper Berries and Geranium in 250ml and 100ml.

Body oil:
 4.Vivel:
Vivel Committed to creating products that deliver nourishment for the skin.
The essence of Brand Vivel culminates in its current role in the lives of women today, where they have an equal right to
dream, live with respect and be achievers. Vivel inspires them to 'Never Compromise’.
Vivel is already a 500 Crore Brand in terms of annualized consumer spend

Bath Care:

Body Wash:
5.Engage:
Engage's proposition of playful chemistry has been complemented with
the innovative packaging design that brings alive special couple moments engaging in a new language of love.
Number 2 in Deodorants
• ENGAGE DEOS
• ENGAGE COLOGNE SPRAYS
• ENGAGE PERFUME SPRAY
• ENGAGE SPORT
• ENGAGE ON PERFUME SPRAYS
• POCKET PERFUME
• ENGAGE L'AMANTE
• ENGAGE EAU DE PARFUM
 6.Superia:
Superia range of soaps and shampoos cater to the large popular market in the personal care category.
The range offers consumers access to some of the best-in-class products in vibrant attractive packaging.
Soaps, Shampoos for the popular market

SUPERIA SOAPS:
Superia Soaps enriched with natural ingredients give radiant glowing skin.
Superia Soaps are available in below variants:

SUPERIA SHAMPOOS:
7.Nimyle:
Nimyle Herbal is a floor cleaner that derives its efficacy from Neem extracts.
Its unique Chlorine free formulation & 100% Natural action* ensures germ free floors for children & pets
protecting them from germs that cause 100 diseases#.
Nimyle herbal is a 100 percent natural action floor cleaner that harnesses the power of neem.

NIMYLE HERBAL FLOOR CLEANER:

Nimyle Herbal is a potent floor cleaner with the power of neem & a fresh naturally induced fragrance.
Its unique formulation makes it an ideal product for daily household "anti-bacterial"
use while providing a clean and hygienic environment. Its unique Chlorine
free formulation & 100% Natural action* ensures germ free floors for children
& pets protecting them from germs that cause 100 diseases #.
The long-lasting natural fragrance of the product keeps your floors
smelling fresh for a longer time.
8.Nimeasy:
Nimeasy dishwash gel comes with Enzyme Technology that gives Lift Off Action, reducing the need for
scrubbing your utensils.
Nimeasy Dishwash Gel has Enzyme Technology which ensures that grease, oil & tough stuck-on food soil are
lifted off effectively from your utensils. It leaves utensils smelling clean and fresh

NIMEASY DISHWASH GEL:

Tired of scrubbing heavy utensils in your kitchen? We all know that Indian cooking leaves behind a layer of
tough food scum stuck to the bottom of utensils like Kadhai and Pressure Cooker which requires rigorous
scrubbing that is frustrating and tiring. Not anymore! Now you can just soak your utensils in Nimeasy Dishwash
Gel and its Enzyme technology gives a powerful Lift Off Action that eases removal of the layer of stuck on food
particles, oil and heavy grease, from the surface of the utensils! Ab Safai Bina Ghisai. *basis lab study on
sample foods
9.Nimwash:
Carrying forward the trust, rich cultural background and legacy of ITC's products NimWash revisits the
goodness of natural cleaning products to foster a healthy living.
NimWash is a 100% natural action solution made with Neem & Citrus extracts that assures the effective
removal of pesticides and 99.9% germs from fruits & vegetables. With NimWash, you can be assured you are
providing fresh and healthy food to your family.

ABOUT NIMWASH:
NimWash with its 100% natural action assures the effective removal of pesticides and 99.9% germs from fruits
& vegetables.
Made with Neem and Citrus Fruit extracts, the anti-germ properties of its plant derived ingredients act as a
natural cleanser and eliminates germs.
With NimWash, you can be assured you are providing fresh and healthy food to your family everyday keeping
them safe, healthy and free from illness.
 10.Savlon:
For over 50 years, Savlon has kept Indians protected against germs.
Starting out with Antiseptic Liquid, Savlon has gained repute for effectiveness in germ protection and its gentle action on skin.
• SAVLON ANTISEPTIC LIQUID
• SAVLON HANDWASH RANGE
• SAVLON SOAPS & BODYWASH
• SAVLON HAND SANITIZER
• SAVLON SURFACE HYGIENE PORTFOLIO
• SAVLON MASK
11.Charmis:
Charmis is a trusted & heritage skin care brand with the offering of Charmis Deep Nourishing Cold Cream.
The New Charmis Deep Radiance Skin Care Range developed by skin care specialists comprises of Face Serum,
Face wash and Hand Cream.
Charmis Deep Radiance skin care range of Face Serum, Face Wash and Hand Cream is powered by skin care
power trio of Vitamin C, Hyaluronic Acid & Salicylic Acid to take care of your skin needs.
• CHARMIS FACE SERUM
• CHARMIS FACE WASH
• CHARMIS HAND CREAM
• CHARMIS COLD CREAM
 CHAPTER 4
ANALYSIS OF THE STUDY
KEY FINANCIAL RATIOS
[Pursuant to Schedule V(B) to the Securities and Exchange Board of India (Listing Obligations and Disclosure
Requirements) Regulations, 2015]
Key Financial Ratios for the Company:
On behalf of the Board 1st June, 2021 Notes:
1.Net Profit Margin and Return on Net Worth Ratios have been computed based on Profit After Tax, excluding
the impact of exceptional items.
2. The relatively lower Profit Margins and Return on Net Worth is attributable to lower Profit due to the impact
of COVID-19 pandemic on your Company’s operating segments.
3. Interest Coverage Ratio and Debt-Equity Ratio are not relevant for the Company as it has negligible debt
(i)Operating Profit Margin (%) 35.7 41.8
(ii) Net Profit Margin (%)1 27.1 32.9
(iii) Debtors Turnover 23.0 22.1
(iv) Inventory Turnover 5.1 5.8
(v) Current Ratio 3.1 4.0
(vi) Return on Net Worth1 22.1 23.
SWOT Analysis of ITC Limited – ITC SWOT
Analysis
SWOT Analysis of ITC Limited focuses on Strength, Weakness, Opportunities, and Threats. ITC Limited is an
Indian conglomerate that operates in a variety of diversified businesses. ITC has six separate industry verticals,
FMCG, Hotel, Paperboards, Specialty Papers, Packaging, IT, and Agribusiness.
 Strengths:
• Managing diverse businesses by creating strong brand in various businesses.ITC has 105 subsidiaries
connected with its various operations.
• Brand ITC comes in ten most valuable brand in a study conducted by brand Finance
• Debt free it is a debt free company that is why it is said as less vulnerable company.
• Distribution channel distribution channel of the company helps to reach to its customers effectively.
• Innovation it has sophisticated research and development facilities.
• Excellent management ITC has experienced management predictability and visibility by connecting the
audience with its advertisement.
• CSR and sustainability around 6500 e-choppal CSR activities and sustainability practices not only enhances
companies image but also bring the spirit of entrepreneurship among farmers.
Weeknesses:
• Unrelatable diversification diversification is there into various product lines where the lack of knowledge
prevents would be risky.
• competition competition from various leading brands in personal care price HUL P&G and marico has
resulted in reduced profit margin for ITC.
• source of earning ITC is mainly dependent on tobacco revenue which contributes 80% of total revenue
• lack of price in power in personal care businesses and absence of growth drivers have put ITC personal care
on a deflationary mode
• Limited liquidity position
• lack of geographical reach
Opportunities:
• Tap rural markets and increase penetration in urban areas.
• Merges and acquiitions to strengthen the brand
• Increasing purchasing power to people thereby increasing demand
• More publicity of hotel chains to increase market share

Threats:
• Strict government regulations and policies regarding cigaratees
• Intense and increasing competition amongst other FMCG companies and hotel chains
• FDI in retail thereby allowing international brands