WILLS Cigarette

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Subrata Ghosh Sugato Bhattacharya Abhishek Jha Burzin Sachin Kapadnis 4/22/12

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 & Core Values

Vision Sustain ITCs position as one of Indias most valuable corporations through world class performance, creating growing value for the Indian economy and the companys stakeholders

Mission To enhance the wealth generating capacity of the enterprise in a globalising environment, delivering superior and sustainable stakeholder value

Core Values ITCs core values are aimed at developing a customer-focused, high-performance organisation which creates 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 upper socioeconomic status segments Cigarettes account for only 1/3 of tobacco consumption

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Cigarette : Growth potential

Indian Cigarette Pie

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ITC Verticals
ITC

AGRI BUSINES S PAPER BOARDS & PACKAGI INFOTEC NG H

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FMCGCIGARET TES FMCGOTHERS HOTELS

ITC Market Leader

ITC Market Leader in Cigarettes in India Brands includes: Insignia, India Kings, WILLS Classic, Gold Flake, 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 fortify market standing in the long term
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Designing products which are contemporary and relevant to the changing attitudes and evolving socio economic profile

Glocalisation Matrix
Political Economical Socio-cultural Technologica Environmental l Product
Higher purchasing power Creating small pack cigarettes No tobacco day Aspirational ads, western lifestyle 1998 act Desire to upgrade High level of Creating less toxic from bidi to safety Fire-safe / nicotine cigarette Cigarette

Legal
1975 act statutory warning

Price Place Promotio n

1998 act Prohibition of Cig. Adv. 2003 act ban of spons More variety

Pace

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Wills Products
Wills Classic / Mild / Regular / Menthol / Ultra Mild
Cost : Rs 94 for 20

Wills Silk Cut

Cost : Rs 80 for 20

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Wills Products
Wills Navy Cut (Duotec)
Cost : Rs 80 for 20

Wills Navy Cut (Filter Cut)

Cost : Rs 68 for 20

Wills Navy Cut (Regular Size)

Cost : Rs 48 for 20 4/22/12

Knowledge / Innovation

Cigarettes and cigarette advertisements are placed in close proximity 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; the premium brands targeting the higher socioeconomic status market Projecting westernisation and affluent users

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Emotional Bonding
Initiatives taken - Lets put India first
Committed to raising agricultural productivity and making the rural economy more socially inclusive Social & farm Forestry simultaneously addresses the livelihood problems of marginal farmers and the ecological 4/22/12 imperative of regenerating biomass

SWOT
Strengths Brand Distribution Network Management Weaknesses Negative Connection of Tobacco

Opportunities Rural Market converting bidi users to cigerrate

Threats Increasing Tax On Cigarettes

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Rare Strengths

Extensive FMCG distribution network

Direct servicing of 1,00,000 markets & 2 million retail outlets

ITC focuses on AGRI BUSINESS, hence superior knowledge for tobacco production Superior Inventory Turnover than its competitors
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