ITC Brands in Hotel and Apparel Category

ITC Welcome group

This brand is in the hotel segment. The journey of ITC in the hotel business started with the acquisition of a hotel in Chennai in the year 1975.

ITC hotel is a premium offering and hence targets rich urban people and within than mainly executive class.

Currently ITC has more than 6000 rooms across different locations in India under 4 brands. As per an ITC presentation following is what these four brands stand for:

Brand Category Positioning
ITC Hotel: Luxury Collection Luxury ‘Mansions of Luxury’
WelcomHotel: Sheraton Upper Upscale ‘Passion for Quality’
Fortune Hotels Upscale – mid-scale ‘Promise of True Value’
WelcomHeritage Heritage ‘Unique Experiences’

Find below a snapshot from June 2004 TV ad of ITC hotels:

The tagline reads ‘Experience the world with an Indian soul’. So, they focus on two important aspects – world-class experience and Indian-ness. The logo (as shown below) rightly portrays ITC name along with the symbol of hospitality:

The website (www.itcwelcomgroup.in) has options to book rooms online. It also offers attractive ‘Loyalty Programs’ to attract customers and create loyal customer base. The look and feel of the website is very rich appropriate with the image of the premium brand. Find below an recent website ad for the brand:

Wills Lifestyle

This is ITC’s venture into lifestyle retailing. This is what ITC has to say about this venture:“Wills Lifestyle, the fashion destination, offers a tempting choice of Wills Classic work wear, Wills Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di Wills – an exclusive range of fine fragrances and bath & body care products and Fiama Di Wills – a range of premium shampoos and shower gels.” A key instrument in promoting this brand is event sponsorship. They are the sponsor of ‘Wills Lifestyle India Fashion Week’.

The brand is mainly targeted at highly fashionable and stylish urban youth. The official website of the brand is: www.willslifestyle.com.

John Players

This is the men-fashion wear brand from ITC launched in December 2002. ITC want it to become ‘No. 1 fashion brand for the youth’. Fashionable youth being the target segment Hrithik Roshan, Superstar and Youth Icon is being used as brand ambassador for the brand. The key feature of this range is ‘exciting mix of colors, playful styling, trendy textures and comfortable fits’ and it is present across the country in numerous exclusive stores and multi-brand outlets.

Miss Players

This brand takes ITC to the young Indian women fashion segment. This is what this range is all about: ‘trendy tops, funky denims, smart trousers and stylish dresses along with a whole range of cool fashion accessories’. The young bollywood actress Amrita Rao is the brand ambassador for this brand.

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