ITC LIMITED

CONTENTS
TOPICS
Introduction
Product Profile
Marketing Strategies
e - Choupal
Case Study
New Launches
Introduction
 Type: Public (BSE:ITC)
 Founded: 24 August 1910
Radha Bazar Lane, Kolkata, India
 Headquarters: Kolkata, India
 Key people: Yogesh Chander Deveshwar, Chairman
K. Vaidyanath, Director, Partho Chatterjee, CFO
 Industry: Tobacco, foods, hotels, stationery, greeting cards
 Products: Cigarettes, packaged food, hotels, apparel
 Employees: over 25,000 (2009)
 Website: http://www.itcportal.com/
 Forbes Global 2000 List: 987 rank (2009)
 Sales ($ billion): 3.65
 Profits($ billion): 0.79
 Assets($ billion): 4.43
 Market Value($ billion): 13.48
 ITC is one of India's foremost private sector companies. ITC is rated
among the
 World's Best Big Companies
 Asia's 'Fab 50'
 World's Most Reputable Companies by Forbes magazine
 India's Most Respected Companies by BusinessWorld
 India's Most Valuable Companies by Business Today.
 ITC ranks among India's `10 Most Valuable (Company) Brands', in a
study conducted by Brand Finance and published by the Economic
Times.
 ITC also ranks among Asia's 50 best performing companies compiled
by Business Week.

 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.
A brief history
 ITC incorporated on August 24, 1910 under name 'Imperial Tobacco
Company of India Limited'.
 1925: Packaging & Printing Business.
 1975: Hotels business with acquisition of a hotel in Chennai which was
rechristened 'ITC-Welcomgroup Hotel Chola'.
 1979: Paperboards business by promoting ITC Bhadrachalam
Paperboards Limited.
 November 2002: merged with the Company's Tribeni Tissues Division to
form the Paperboards & Specialty Papers Division.
 1985: Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint
venture.
 1990: Agri Business Division. 2000 e-Choupal initiative began.
 2000: Expressions range of greeting cards.
 2000: Lifestyle Retailing business with the Wills Sport range.
2002: Wills Classic formal wear
2002: John Players and later on Miss Players
2003 : Wills Clublife evening wear.
 2002: Paperkraft
2003: Classmate
A brief history (contd.)
 2002: safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and
Aim Metro.
 2000: ITC Infotech India Limited
 August 2000: Kitchens of India
 2002: mint-o and Candyman confectionery and Aashirvaad atta.
2003: introduced Sunfeast
2007: Bingo!
 2003: Agarbattis (incense sticks) Spriha and Mangaldeep.
 July 2005: Essenza Di Wills
2007: Fiama Di and Superia
2008: Vivel De Wills & Vivel range of soaps and shampoos
ITC’s Corporate Strategies
ITC’s corporate strategies are :
Create multiple drivers of growth by developing a portfolio of world class
businesses that best matches organizational capability with opportunities in
domestic and export markets.
Continue to focus on the chosen portfolio of FMCG, Hotels, Paper,
Paperboards & Packaging, Agri Business and Information Technology.
Benchmark the health of each business comprehensively across the
criteria of Market Standing, Profitability and Internal Vitality.
Ensure that each of its businesses is world class and internationally
competitive.
Enhance the competitive power of the portfolio through synergies derived
by blending the diverse skills and capabilities residing in ITC’s various
businesses.
Create distributed leadership within the organization by nurturing talented
and focused top management teams for each of the businesses.
Continuously strengthen and refine Corporate Governance processes and
systems to catalyze the entrepreneurial energies of management by striking
the golden balance between executive freedom and the need for effective
control and accountability.
ITC PRODUCTS
 FMCG
 AGRIBUSINESSES
 INFORMATION TECHNOLOGY
 WHAT IS FMCG?
FMCG INDUSTRY (Fast Moving Consumer Goods)
0r CPG (Consumer Packaged goods)
“ARE THOSE CONSUMABLES WHICH ARE
NORMALLY CONSUMED BY THE COSUMERS AT A
REGULAR INTERVAL”
 PRIMARILY DEALS WITH
 PRODUCTION
 DISTRIBUTION AND
 MARKETING OF CONSUMER PACKAGED GOODS
 FMCG products are generally replaced or fully used up
over a short period, usually a few days or weeks, or
months, but within one year
 FMCG industry is regarded as the fourth largest sector
with total market size of US$13.1 billion.
 The competition among FMCG manufacturers is also
growing and as a result of this, investment in FMCG
industry is also increasing
FMCG PRODUCTS

CIGARETTES
FOODS
LIFESTYLE RETAILING
PERSONAL CASE
EDUCATION AND
ATATIONARY
SAFETY MATCHES
AGARBATTIS
CIGA RET TE S
ITC is the market leader in cigarettes in India. With its wide range of
invaluable brands, it has a leadership position in every segment of the
market. It's highly popular portfolio of brands includes Insignia, India
Kings, Classic, Gold Flake, Silk Cut, Navy Cut, Scissors, Capstan,
Berkeley, Bristol and Flake.

FOODS
The Foods business is today represented in 4 categories in the market.
These are:
Ready To Eat Foods
Staples
Confectionery
Snack Foods

In order to assure consumers of the highest standards of food safety

and hygiene ITC gains market standing in all its 6 brands

Kitchens of India –pickles, masalas, curry pastes, ready made foods

Aashirvaad – atta, salt, paste, chilli powders
Sunfeast – biscuits, cakes, pasta
mint-o – toffees ( “minto fresh khao laila majnu ko patao”)
Candyman – eclairs, fruity, different flavours
Bingo! – chips and snacks
LIFES TYL E RETAILING
WILLS LIFESTYLE- “THE FASHION DESTINATION”
INCLUDES-Wills Classic work wear ,Wills Sport relaxed wear,
Wills Clublife evening wear ,Wills Signature, John Players

PERSONAL CARE
Products- Fragnances, shampoos, shower gels, conditioners, beauty bath soaps
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel
Di Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging
consumer response and is being progressively extended nationally.
 EDUCA TION A ND S TA TIONA RY
 ITC’s stationery Brands are marketed as “Classmate” and
“Paperkraft”,
 CLASSMATE-India’s truly largest National brand

SAFETY MATCHES AND AGARBATTIS

Safety matches include popular brands like i Kno, Mangaldeep,

Aim, Aim Mega and Aim Metro.
 AGRIBUSINESSES
 ITC's now India's leading corporate in the agricultural sector is based on
strong and enduring farmer partnerships and transformed the rural
agricultural sector.
 A unique rural digital infrastructure network
 ITC-largest exporters of Agri products-Indian Feed Ingredients, Food
Grains, Edible Nuts, Marine Products, Processed Fruits, Coffee & Spices.
 ITC is the largest buyer, processor and exporter of leaf tobaccos in India
ITC INFOTECH
BACKGROUND
 A Global IT services company
 A Fully-owned subsidiary of ITC Limited.
 Headquartered in Bangalore, India, with wholly-owned subsidiaries in UK
and USA.
 Established a service delivery footprint across more than 140 countries
worldwide
 provides outsourced IT services and solutions to leading global customers .
 Rated among the ‘World's Most Reputable Companies’ by Forbes
magazine

BUSINESS-
deliver end-to-end IT solutions and services to its customers worldwide
 Banking
 Financial Services & Insurance (BFSI)
 Consumer Packaged Goods (CPG)
 Hospitality Manufacturing
 Media & Entertainment
 Retail
 Travel
 Transportation
SERVICES-
Advanced technologies
Business consulting
Customer Relationship Management
Customer Applications
Engineering Services
Enterprise Resource Planning
Infrastructure services
Product lifecycle management
Quality Assurance and testing
Quality controlling

ADVANTAGES-
•Key players in the off shoring arena
•Flexibility in relationship
•Part of every strategic partnership
•Reward system
•Performance Management System
 PAPERBOARDS AND PACKAGING
It Includes-
 PAPERBOARD AND SPECIALTY PAPERS
ITC’s Paperboard and Specialty Papers Division is India’s largest and most
technologically advanced paper and paperboards business.

 This business enjoys market leadership in the value-added paperboards segment.

 Has a significant share of the Indian paperboards market.

 Is also the largest Indian exporter of coated boards.

This business has won numerous awards for quality, environmental management
systems and product excellence

ITC is a front-runner in introducing environment-friendly Elemental Chlorine Free

(ECF) technology

 It is the first-mover in the field of collecting and recycling post-consumer waste from
residential localities, corporate and educational institutes.
The Products are-
 PACKAGING
Virgin
 Folding Box Boards
 Solid Bleached Boards
 Recycled
 Coated Duplex Whiteback
 Coated Duplex Greyback
 White Liner

 SPECIALTY
 Liquid packaging
 Gypsum Liners
 Cupstock
 Barrier coated cartonboards
 Cast coated paper & boards
PACKAGING
 ITC's Packaging & Printing Business is the country's largest convertor of
paperboard into packaging.

 It converts over 50,000 tonnes of paper and paperboard per annum into a
variety of value-added packaging solutions

 ITC is the first-choice supplier of high value added packaging

 Its client list includes national and international companies like British
American Tobacco, Philip Morris International, Surya Nepal Private Limited,
VST Industries, UB Group, Nokia, Flextronics, Foxconn, FMC India Pvt Ltd.,
Pernod Ricard, Allied Domecq, Whyte & Mackay, Hindustan Lever, Tata
Tetley, Nestle and Reckitt Benkiser India Ltd.

 It supplies packaging to cover 70 billion cigarettes a year domestically, and

supplies packaging for 15 billion cigarette sticks a year for the export
market.

 It is the largest supplier of liquor mono cartons in the country.

Product Range-
 Flip-top boxes
 Display outers
 Shells and Slides
 Soft cup and strap
 Labels
 Bundle Wraps
 Flap boxes
 Inner Frames
 Coupon Inserts
 Folding Cartons
 Fluted Cartons
 Shoulder Boxes
 Pre-printed cork tipping
 Flexibles Packaging
 EDUCATION AND STATIONARY
PRODUCTS
ITC continues to blend its core capabilities to market a growing range of
education and stationery products.
These capabilities include-

 Manufacturer of India’s first Ozone treated environment friendly Elemental

Chlorine Free (ECF) pulp, paper and paperboard.
 Knowledge of image processing, printing & conversion garnered from its
Packaging & Printing Business.
 Brand Building & Trade Marketing & Distribution strengths resident in its
FMCG Business.

ITC’s stationery Brands are marketed as “Classmate” and “Paperkraft”,

 Classmate addressing the needs of students

 Paperkraft targeted towards college students and executives.

 Classmate-
 India’s truly largest National brand
 65,000 outlets across the country
 over 300 variants in its range which comprises notebooks, long books, practical books,
drawing books, scrap books, reminder pads etc

 Classmate Fun N Learn-

 range of children books
 targeting pre school learners, comprising categories like Pre School Learner,
Active Minds and Read Aloud Tales with features like Wipe n Use again, Trace &
Color and Puzzles ensure that a child's first lessons are truly enjoyable

 Classmate Invento Geometry Boxes, launched for school students

 Classmate Victor is the popular segment variant of Geometry
 Classmate pens
 Classmate portfolio is its range of HB Jet Black pencils
 Classmate has successfully run the “Classmate Young Author & Artist Contest”
for 5 years
 Paperkraft brand recently launched premium business paper – an environment
friendly multipurpose paper for office and home use.
 The paper has been crafted by ITC’s Bhadrachalam unit using a pioneering
technology, called “Ozone Treated Elemental Chlorine Free technology”.
 ITC entered the hotels business in 1975
HOTELS
with the acquisition of a hotel in Chennai, which was then rechristened ITC Chola

ITC- Welcomgroup pioneered the holistic concept of 'branded accommodation' in the hospitality
industry.

It was the first to launch the idea of a 'Hotel within a Hotel' by segmenting, customizing and branding
hotel services like 'ITC One', 'Towers' and the 'Executive Club‘

ITC- Welcomgroup's properties are classified under four distinct brands:

ITC Hotels - Luxury Collection

Welcom hotels

 Fortune hotels

 Welcom heritage

ITC Green Centre

 The ITC Green Centre in Gurgaon
 headquarters of ITC's Hotels Business is the physical expression of this commitment to
sustainability - Ecological, Social and Economic.

WelcomEnviron is ITC-Welcom group's vision for a green world

 GROUP COMPANIES
Includes-
 SUBSIDIARIES
 JOINT VENTURES
 ASSOCIATE COMPANIES
 SUBSIDIARIES
Surya Nepal Private Limited (SNPL)-
 Is an Indo-Nepal-UK joint venture

 started operations in Nepal in 1986

 a subsidiary of ITC Ltd, India, is the largest private sector enterprise in

Nepal

 The balance shares are held by dispersed Nepalese shareholders and

British American Tobacco, UK

LINES OF BUSINESS
 Includes manufacture and marketing of cigarettes and readymade garments
as well as export of readymade garments

 Total turnover of over US $100 million.

 Company is the winner of the prestigious FNCCI National

Excellence Award
 Bay Islands Hotels Limited
 A 100% subsidiary of ITC Limited.
 The Company owns the hotel "Fortune Resort Bay Island" at Port Blair
 licensed to ITC Limited
 Is operated by Fortune Park Hotels Limited
 It under an Operating & Marketing Services Agreement.

 Gold Flake Corporation Limited

 It is wholly owned subsidiary of ITC Limited.
 Nature of business is specific to general trading
 ITC Filtrona Limited is a 50% joint venture of Gold Flake Corporation
Limited with Cigarette Components Limited, U.K.
Landbase India Limited
 A subsidiary of ITC, owns the prestigious Classic Golf Resort in
the outskirts of Delhi
 Classic Golf Resort is the first South Asian signature
championship course designed by Jack Nicklaus
 Spread over 300 acres at the foothills of the picturesque Aravalli
 It is the promoter of the reputed high-lifestyle condominium project
Laburnum in Gurgaon
 It was a pioneering project in setting new benchmarks in luxury
living
Srinivasa Resorts Limited
 A subsidiary of ITC Limited.
 ITC has 68% stake in the Company.
 The Company owns the "ITC Kakatiya" at Hyderabad
 It is operated by ITC Limited.
 JOINT VENTURES

Maharaja Heritage Resorts Limited

 ITC Limited has an ownership interest of 50%

 Is a joint venture with Marudhar Hotels Private Limited

 The joint venture company currently operates across India under the
"Welcom Heritage" brand

 Welcom Heritage, represents the best traditions of heritage hospitality

and tourism in India
 ASSOCIATE COMPANIES

Gujarat Hotels Limited

 holds 45.78% in Gujarat Hotels Limited
 The Company owns the "Welcom Hotel Vadodara" at Vadodara.
 Is operated by ITC Limited under an Operating License Agreement

International Travel House

 Is one of the largest total travel management companies in India
 presence in 13 cities
 offers a range of services which include corporate travel, car
rental, destination management services, world class holidays,
incentive group travel, conference management and foreign
exchange.
MARKETING STRATEGY OF
ITC LTD
BCG, SWOT & VARIOUS
MARKETING STRATEGIES
BCG MATRIX OF ITC LTD -
BCG MATRIX FOR ITC LTD -
Stars ?
Hotels FMCG- Others
Paperboards/
Packaging.
Agri business.
Cows Dogs
FMCG- Maybe ITC
Cigarettes Infotech.
 Various marketing strategies -
 “SHARUKH KHAN” “DHONI” & “SURYA”
as brand ambassador of SUNFEAST

 E-COMMERCE activities for READY-TO-EAT

Snack brand KOI
 Tie-up with leading portals to promote snack range
 Online advertising & can order snack on toll-free number –
1600

 ITC FOOD division rolled out new products in categories –

12. Staples
13. Ready-to-eat
14. Confectionery
15. Snack Food
 ITC Foods has contract manufacturing facility.
Panel tastes & approves it before processing takes place.
 KOI – premium range( READY-TO-EAT CATEGORY) targeted at
2. Tourists
3. Consumers who order at Home
4. NRIs
5. Women in age group 25 plus

 Expression Greeting card available around

10,000 outlets across 700 towns.

 Trying to convert Matchbox into high-involvement product from low by-

 Giving advise to housewives
 Giving puzzles
 Questions at back of matchbox – “I KNO SERIES”

 Implements world-class hygiene standards through HACCP certification.

 Manufacturer of India’s first Ozone treated environment friendly
Elemental Chlorine Free (ECF) pulp, paper & paperboard.
 KAREENA KAPOOR is the brand ambassador of VIVEL

 The commitment helped in rapidly gaining market standing in all its 6

brands:
 Kitchens of India
 Aashirvaad
 Sunfeast
 mint-o
 Candyman
 Bingo!

 Classmate pens has ergonomic design, reduces stress

 Pencils for school kids - lesser lead wear out
 Classmate notebooks - ITC's Corporate Social Responsibility message
on its back.
 For every four Classmate Notebooks, ITC contributes Re. 1 to its rural
development initiative.
 “Classmate Young Author & Artist Contest” for 5 years.
 Wills Lifestyle provides 'International Shopping Experience' through
2. world-class ambience
3. customer facilitation
4. clearly differentiated product presentation.
 Preferred shopping destinations -
 customers can browse at leisure
 shop in a relaxed & pleasing atmosphere
 use of space is refreshing
 spacious changing rooms
 Store offers international retailing ambience with extensive use of (a) Glass,
(b) Steel, and (c) Granite
reflecting the most contemporary trends in store design

 Wills Lifestyle is the title partner of the country’s most premier fashion
event - Wills Lifestyle India Fashion Week.
Making designer wear available at their stores designed by Manish Arora,
Rohit Bal, Shantanu & Nikhil, Rohit Gandhi & Rahul Khanna.
 Miss Players with AMRITA RAO as face of brand provides
clothes & accessories designed keeping in mind the tastes
of the young Indian woman.
 John Players is No. 1 fashion brand for the youth. This foray leverages ITC’s
proven competencies in
5. understanding consumer insights
6. brand building
7. design capabilities.

Hrithik Roshan, is its ambassador.

 offers a complete and vibrant wardrobe incorporating

11. most contemporary trends
12. an exciting mix of colours
13. playful styling
14. trendy textures
15. comfortable fits.

 The brand is available over 240 exclusive stores and over 1500 multi-brand
outlets.
 Personal Care Products Manufacturing meets
2. stringent requirements of hygiene
3. benchmarked manufacturing practices
 Contemporary technology and latest manufacturing processes
combined to produce superior products which rank high on
5. quality
6. consumer appeal.

 Extensive insights through its numerous consumer engagements

provided the platform for its R&D and Product Development teams
to develop
9. Superior
10. differentiated products that meet the consumer's stated and innate
needs.

 The product formulations use internationally recognised safe

ingredients, subjected to the highest standards of safety and
performance

 Minto reengineered and the

flavour variant - orange - introduced.
 ITC Infotech offers IT services and solutions across five key
industry verticals:
 Banking, Financial Services & Insurance (BFSI)
 Consumer Packaged Goods (CPG) & Retail
 Manufacturing & Engineering Services, Travel
 Hospitality & Transportation
 Media & Entertainment.

 ITC Infotech conforms to the highest standards in

international process quality, with ISO 27001, ISO 9001, SEI
CMM Level 5 and BS 7799 accreditations.

 ITC-Welcomgroup - first to introduce

branded cuisine.

 first to launch idea of a 'Hotel within a Hotel' by segmenting,

customizing and branding hotel services
 ITC-Welcomgroup has exclusive tie-up with Starwood for bringing
'Luxury Collection' to India
 WelcomHeritage brings together chain of palaces, forts, havelis and resorts.
 ITC-Welcomgroup pioneered the holistic concept of 'branded
accommodation‘
 Have privilege of hosting world leaders, Heads of State and discerning guests
from across the world and within.

 Fortune Hotels (smaller towns and cities)

ideal for the budget traveller

 At ITC Green Centre

 energy consumption has been reduced significantly through design
integration
 decreases the load on air-conditioners
 zero water discharge building.

 WelcomEnviron has guiding principle of 'Reduce, Reuse and Recycle’

 The Paperkraft brand recently launched premium business paper – an
environment friendly multipurpose paper for office and home use. The
paper has been crafted by ITC’s Bhadrachalam unit using a pioneering
technology, called “Ozone Treated Elemental Chlorine Free technology”.

 In recognition of its quality products & processes the business has been
awarded with ISO 9001:2000 by Messrs Det Norske Veritas.

 The Company commenced marketing Agarbattis (incense sticks) which

leverages the core strengths of ITC in
6. nation-wide distribution and marketing
7. brand building
8. supply chain management
9. manufacture of high quality paperboards
10. creation of innovative packaging solutions to offer Indian consumers high
quality Agarbattis.

 Mangaldeep Yantra - specially created fragrance evokes ambience of a

temple.
 It has recently been accredited with IFAT certification (internationally
recognized benchmark for fair trade practices)
 Mangaldeep available in 3-in-1 and 5-in-1
 Innovative 'Fragrance-Locked' packaging.
 Mangaldeep ASHA (Assistance in Social Habilitation through Agarbattis)
is an initiative to improve
5. the quality
6. better value realization for women.

 Candles - Each candle's fragrance, shape and design

are carefully chosen with
10. distinct sensation
11. ambience in mind.

 ITC caters to a wide spectrum of packaging, graphic, communication,

writing, printing and specialty paper requirements - four world-class mills in
India.
 All four manufacturing units are ISO 9001, ISO 14001 and OHSAS 18001
certified and meet strict Environment, Health and Safety norms
 Division-wide implementation of Enterprise Resource Planning (ERP) by
2009

 Supporting the cause of clean technology, ITC is a front-runner in

introducing environment-friendly Elemental Chlorine Free (ECF)
technology, and more recently, Ozone bleaching in India.
 ITC’s focus on being a carbon-positive, water-positive, zero-solid waste
disposal organization

 ITC’s Paperboards and Specialty Papers business has also been a first-
mover in the field of collecting and recycling post-consumer waste from
residential localities, corporate and educational institutes.
 ITC reaches out directly to consumers with its Wealth Out of Waste
(WOW) campaign
 entered the Flexibles and Corrugated Cartons business.
 ITC has enhanced value of some of the most favoured brands with superior
look-and-feel packaging
 e-Choupal
 To Tackle Challenges
 Fragmented farms
 Weak infrastructure
 Involvement of various intermediaries
 e-Choupal unshackles
 low investment
 low productivity
 weak market orientation
 low value addition
 low margin
 low risk taking ability
e-Choupal
 What ITC has done?
 Transformation
 Linking -procurement of agriculture and aquaculture products such as
soyabeans, coffee, wheat, rice, pulses, maize, spices and prawns, shrimps.
 Each e-choupal serves approximately 10 villages within 5 kilometers radius

e-Choupal 2007 By 2012

States Covered 10 15
Villages Covered 40,000 100,000
No. of e-Choupals 6,500 20,000

Farmers e-empowered 4 million 10 million

 Problems Encountered
 infrastructural inadequacies,
 first time internet users
 How challenges are
encountered Solar Power

 Power back
 upgrading BSNL exchanges
 installation of VSAT VSAT equipment

equipment,
Mobile Choupals, 24x7
helpdesk etc Mobile Choupal
 Mandi e-Choupal
Inbound
Pricing
Logistics

Display & Inbound

Inspectio Logistics
n

Auction Operation Inspection

al Process & Grading

Bagging &
weighing Weighing &
Payment

Payment

Hub
Outbound Logistics
Logistics
Business Model
The e-Choupal Services
Information

Knowledge

Purchase-choupal saagar
Sales
The Case Study

ITC: The Indian Tobacco Major's

Diversification Strategies for Market
Leadership
“From a leading cigarette manufacturer to
an umbrella group that offers a diversified
product mix”
This is the story here…………….
The case, "ITC's Diversification Strategy" gives an
overview of

•ITC's diversification into related and unrelated areas in recent years.

•gives a detailed account of the areas in which ITC has diversified.

•The competition that ITC is going to face in each of the segments it has
diversified
into is also explored.
Objectives
 To highlight ITC's need to diversify its portfolio of product mix
 To highlight the strategies adopted by ITC to maintain its position as
one of India's leading companies
 To discuss the future possibilities of strategic planning by ITC
What they did was…

Customisation of product
Brand image enhancement
The Company’s relentless efforts to create value through

•International quality products

•Significant investments in technology and product development
•Strong portfolio of brands

have enabled it to maintain its leadership position in terms of market

standing and share.
NEW PRODUCTS LAUNCHED-2008-09

Paperkraft Copier Paper Classmate Invento Classmate Pencils

Classmate Pens Mangaldeep Durbar Gold Mikkel

Classic Verve Fortune Select Dasve Fortune Select Manohar

References
 www.itcportal.com
 www.icmrindia.org/casestudies/catalogue
/.../BSTR040.htm
 www.ibscdc.org/Case_Studies/.../Diversif
ication%20Strategies/DIS0009.htm
NO FULL STOP
FOR ITC!!