Brief idea on ITC and Classmate's promotion and Distribution strategy
The type of channels used by the company and the forms of IMC the co.makes use of
2. INTRODUCTION
•ITC limited is headquartered in Kolkata ,
•Five segments-FMCG , hotels, paper boards and packaging , IT.
•Indian stationary brand of ITC started its operation in 2008.
•CEO : ShailendraTyagi
•Started with notebook as its first product and subsequently expanded its
portfolio to other stationary products .
•Was the first Indian company to join the global forest and trade network
(GFTN).
3. CHANNEL LEVEL
•MODEL 1- FOR LARGE CITIES ,METRO CITIES WITH HIGH DEMAND.
COMPANY
C&F WHOLESELLER RETAILER CONSUMER
•MODEL 2-FOR CITIES
COMPANY C&F RETAILER CONSUMER
COMPANY C&F
SEMI
WHOLESELLERS
CONSUMER
•MODEL 3-FOR SMALL TOWNS
4. CHANNEL DESIGN
•MULTI-CHANNEL DISTRIBUTION SYSTEM
ITC uses distribution channel according to the products , demand and geography it caters to.
•PUSH STRATEGY
Used to increase sells, awareness and to gain favoritism from kinara stores.
Was implemented for cigarettes.
•PULL STRATEGY
Marketing activities through advertising and consumer promotion.
To induce customer to buy product.
Was used in case of “Sun feast ready to eat pasta”
6. ITC : DISTRIBUTION CHANNEL
ITC follows intensive distribution strategy has four manufacturing units, eight
regional sales offices and over 60 dealers in India.
7. FACTORS AFFECTING ITC
• The government's
demonetisation drive had led to
disruptions in the wholesale trade
channels for the company's FMCG
products.
• ITC plans to offer distribution
networks to start ups for a fee
• ITC is working on the “leanest
possible” distribution model to
supply products directly from its
manufacturing units to retail
outlets across the country, aiming
to ultimately reduce lead time.
8. ITC foods expanding distribution network in small towns ,
villages which were earlier confined only to cities .
9. SUGGESTIONS
Classmate has 900distributors who make the products available in over
70,000 outlets in India. But still there is a scope for improvement.
• Bringing in new covers for the note-book, like cartoons etc., like Ben
10 is done by Navneet.
• Organizing and sponsoring activities in schools and colleges in which
their stationery would be used for events like various Summer Camps,
Fests, and Competitions etc.
• Targeting not only the big institutes but also small ones which has a
base of about 500 students or even the institutes which has recently
opened.
• Introducing a dedicated Stationery shop may also help ITC Classmate,
similar to what Reynolds have started.
15. Integrated Promotional tools
• Classmate pulse - `A new cover for everyday’
• Double sided puzzles – Soft touch and safe
• Augmented reality notebooks
16. PUBLIC RELATIONS
ITC Ltd has awarded its public relation (PR) mandate
to Mumbai-based Sampark Communications
Function of PR:
• Press Relation
• Product Publicity
• Public Affairs
• Lobbying
• Investor Relations
• Development
20. Promotional campaigns
• `ITC recreates memories of school with Classmate notebooks’
• Affordable prices
• Follow you heart
• Whiter brighter and smoother
• `Your uniqueness , you are one of a kind’
• `Likho apna kal’
• Comic characters'
21. • ITC primary Education programme
• Eco friendly campaigns and free paper
• Informative campaigns
