Rise of ITC in Food’s Business…
Hi guys,
After the end of 2 months laborious training in ITC’s core product Cigarettes, i am moved to Foods Business, (Aashirvaad Atta and Sunfeast Biscuits). I am saying something wrong here….?
ITC. Tobacco, right? Er, right and wrong.
Wrong, because it’s also been into hotels for three decades (ah yes, you say), but over the last few years, and pretty much under your nose, it’s become a huge FMCG and lifestyle brand that, even though you buy it (perhaps unknowingly, unconsciously), still surprises you with the breadth of its spread.
Shirts and skirts. Pasta and paper. Biscuits and candy. Soaps and perfumes. Cigarettes too, of course. All ITC products.
India Tobacco Company? Yes, it still drives the business — there wouldn’t be an ITC without the filter tip that earns the company 87 per cent of its revenue.
ITC started diversifying themselves right from the millenium beginning, year 2001, gave Sunfeast a new opening, now, 9 years down the line, it’s a very much equal competitors to Market leader Britannia and Parle, it’s now in 3rd place trailing not too far of parle….
While talking about Atta, it’s even surprising, As we are the market leader in the segment, occupying over 57% share in the Atta market, which sends really a strong msg to the competitors that we aren’t just into business, without a vision.
ITC had the luxury of bending down to the losses but leveraging their profits from cigarettes business, which really helped the foods business to grow upto this stage, today its a 7000 crore business for ITC, so guys, just watchout for few more years to take down the leaders, we aren’t walking, we are marching towards the top….
Y not i am proud to be a part of ITC and its foods Business….?
Successful 60 days in ITC…
Hi guys,
With my previous post, u must be knowing by now, that i am into one of the Indian FMCG giant ITC Ltd, … Past 60 days in ITC has been a gr8 experience and more than that a fantastic learning.
For the past 2 months i was handling Cigarettes where ITC is almost a monopoly, even then , they have to make up the market to defend few other players like VST (Charms) and GTC (Panama).
Even ITC was shaken in Chennai region by the entrance of GPI (Four Square), But was never taken aback, ITC defended their fort with pride driving successfully GPI out of the horizon, Almost after 6 months of struggle GPI was able to capture just below 1% of outlets in Chennai. This shows u shud never mess with the market leader.
How did ITC tackle it…?
I need to answer this too,
ITC builded up a ANTI GPI force in all the Whole dealers Point, This force had AE’s coming all over south India to defend GPI.
Right from the beginning the biggest ever Strength of ITC ltd is their Distribution System, They were present all over even in the petty shops, and ITC has been serving them for ages, so its easy for ITC ppl to convince many outlets not to convert to GPI brand.
Few needed some benefits, so they were given display boards and on shops and few more merchandising works, Merchandising has been very important task of Anti GPI force, they created visibilities in the maximum possible ways all around the city.
In either or the way Outlet is safeguarded by ITC, which left GPI questioning and failing to capture even 1% of the market, Latest gossip is that GPI is planning to move into other states of TamilNadu too…. I guess atleast in Chennai they cud have got abt some percentage in points. But Sorry GPI guys, i dont think thing tats a good option in other states, as the bonding between salesman and the retail outlet seems to so much closer than the metro Cities.
While talking abt my past 60 days, I worked in 3 places, first in Chennai Metro for abt a week r so, then in Pondicherry abt 3 weeks, and finally a full month in Vellore…. All these places have been different and interesting on its own way…
When u mess with Giants u must be ready to face the consequences, ITC just completed their 99th year and began their progress towards successful 100th year. Lets wait for that moment, Its on 24th August 2010…. Watch out for it guys….
~rams~
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