wills cigarette
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WILLS Cigarette
For those who have
styleSubmitted By-Subrata GhoshSugatoBhattacharyaAbhishek JhaBurzin
Sachin Kapadnis
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Background
Type - Public (BSE:ITC)
Founded in India - August 24, 1910
Industries - Tobacco, Foods, Hotels, Cigarettes,Packaged Food, Hotels, Apparel
Revenue - $6.83 billion USD
Employees - over 26,150
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ITC Vision, Mission & CoreValues
Vision Sustain ITCs position as one of Indias most valuablecorporations through world class performance, creatinggrowing value for the Indian economy and the companysstakeholders
Mission To enhance the wealth generating capacity of theenterprise in a globalising environment, delivering superiorand sustainable stakeholder value
Core Values ITCs core values are aimed at developing acustomer-focused, high-performance organisation whichcreates value for all its stakeholders:
Trusteeship
Customer focus
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Indian Market Scenario
2nd largest producer of tobacco worldwide
3rd largest consumer of tobacco worldwide
182 million smoker (16.6% of world) 102 billion cigarettes consumption per year
Consumed primarily by middle and uppersocioeconomic status segments
Cigarettes account for only 1/3 of tobaccoconsumption
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Cigarette : Growthpotential
Indian Cigarette Pie
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ITC Verticals
ITC
AGRIBUSINES
S
FMCG-CIGARET
TES
FMCG-OTHERS
PAPER
BOARDS&PACKAGI
NG
INFOTECH
HOTELS
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ITC Market Leader
ITC Market Leader in Cigarettes in India
Brands includes: Insignia, India Kings, WILLS Classic, GoldFlake, Navy Cut, Scissor, Capstan, Bristol & Flake
Value creation for the consumer Product Design
Innovation
Manufacturing Technology
Quality
Marketing & Distribution
All initiative are worked upon with the intent to fortifymarket standing in the long term
Designing products which are contemporary and relevant tothe changing attitudes and evolving socio economic profile
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Glocalisation Matrix
Political EconomicalSocio-cultural Technological
Environmental Legal
ProductHigher
purchasingpower
Desire to upgrade
from bidi tocigarette
High level of
safety Fire-safeCigarette
Creating less toxic
/ nicotine
1975 act
statutorywarning
Price Creating smallpack cigarettes
Place No tobaccoday
1998 act -
Promotion
Aspirational ads,western lifestyle
1998 act Prohibition of
Cig. Adv.2003 act ban
of spons
Pace More variety
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Wills Products
Wills Silk Cut Cost : Rs 80 for
20
Wills Classic / Mild /Regular / Menthol /Ultra Mild Cost : Rs 94 for 20
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Wills Products
Wills Navy Cut (FilterCut)
Cost : Rs 68 for 20
Wills Navy Cut (Duotec) Cost : Rs 80 for 20
Wills Navy Cut(Regular Size)
Cost : Rs 48 for 20
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Knowledge / Innovation
Cigarettes and cigarette advertisements are placed in closeproximity to candies and snack to attract adolescents
Started targeting women
Production of smaller pack with 10 cigarettes Sponsoring India cricket team for 1995 World Cup
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Advertisements
smoking with aspiration; thepremium brands targeting thehigher socioeconomic statusmarket
Projecting westernisation andaffluent users
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Emotional Bonding
Initiatives taken - Lets putIndia first
Committed to raising agriculturalproductivity and making the ruraleconomy more socially inclusive
Social & farm Forestry -simultaneously addresses thelivelihood problems of marginalfarmers and the ecological
imperative of regenerating biomass
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SWOT
Strengths
BrandDistribution
NetworkManagement
Opportunities
Rural Market converting bidiusers to cigerrate
Weaknesses
NegativeConnection ofTobacco
Threats
Increasing Tax OnCigarettes
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Rare Strengths
Extensive FMCG distribution network
Direct servicing of 1,00,000 markets & 2million retail outlets
ITC focuses on AGRI BUSINESS,hence superior knowledge fortobacco production
Superior Inventory Turnover than itscompetitors