ASSIGNMENT

ITC LTD.: TOWARD A TRIPLE BOTTOM LINE PERFORMANCE

1. The ’tobacco industry’ does not consist only of manufacturers of tobacco products: it also
includes those engaged in all aspects of the growing, manufacture, distribution and sales of
tobacco, shareholders and other stakeholders, employees, suppliers and farmers who are likely
to be averse to effective tobacco control. The winding down of tobacco industry or in particular
cigarette operations would somehow suddenly extinguish these economic benefits: all growers
would become unemployed, with catastrophic effects on local economies, where alternative
employment might be difficult to find.Retail shops are the main communication channel with
consumers, especially given increasing restrictions on mass media advertising, imagine the
impact on these wholesalers and retailers.Tobacco business use a broad variety of marketing
techniques to increase their sales, gain market share, attract new users, and retain existing
customers. These techniques include product design, packaging, pricing, distribution, product
placement, advertising, and a variety of promotional activities. Tobacco companies were among
the earliest companies to identify and implement effective, integrated marketing strategies, and
cigarettes and other tobacco products have long been among the most heavily marketed
consumer products. A sudden halt to these operations would bring everyone involved in this
manufacturing to roads.

2. People use tobacco products primarily because nicotine is addictive. Nicotine itself is not benign,
but on its own it’s much less harmful than the smoke and tar produced by burning tobacco.
E-cigarettes and other vaporized nicotine products are almost certainly less toxic and less
harmful when used instead of conventional cigarettes.Limiting tobacco sales to retail locations
that only adults are permitted to enter would remove this barrage of tobacco advertising from
the convenience stores where teens spend a significant amount of time. It would also make it
easier to prevent minors from purchasing cigarettes.

3. He should not highlight all the positives that ITC Ltd. generates, despite the negatives that are
associated with the industry, to shore up support, as this goes against the ITC Ltd.’s triple
bottom line approach. ITC Ltd maintains a certain amount of transparency with its retailers ,
consumers and it’s other stake and share holders. Making them believe only on the positives of
the company and hiding the negative impact of a particular product of their manufacturing in
this case cigarette and tobacco production will only lead the belief of people associated with
them away.

4. No, to focus entirely on export of tobacco products would not be beneficial in the long run. They
can also develop new alternatives for tobacco and try to sell it within the country with a better
approach and a new set of guidelines.If he is exporting then he should focus on the countries
which can easily cope up with demerits of this product.

Joel Pinto
Sap Id : 500080314