wills cigarette

8/3/2019 WILLS Cigarette

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4/22/12

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

wills cigarette

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