ITC Brands in Paper and Other Category

Classmate

This brand caters to stationery products, an industry that ITC entered in the year 2002. It offers products like notebooks, long books, drawing books etc. The target segment for ‘Classmate’ is the ‘school goers’. Recently the brand extended to launch a new range ‘Classmate Fun N Learn’ which targets the children segment. Recently under the classmate brand ITC has launched branded pens in selected markets. One of the tools to promote the brand is ‘Classmate Young Author & Artist Contest’ which is successfully running for last five years. The tagline for the brand is: ‘Inspiring Young Minds’ aptly… Continue reading

ITC Brands in Personal Care Category

Essenza Di Wills

This is the ‘Super Premium’ personal care brand from ITC. It is the range of ‘prestige fine fragrances’ and was launched in mid 2005. The signature range Inzio has distinct ranges for men (Inizio Homme) and women (Inizio Femme) and provides a ‘comprehensive grooming regime’. The Aqua range for men is a symbol of ‘essence of stylish and confident man’. The latest addition to this brand is ‘Mikkel’ which stands for a ‘fine balance between Mystery and Elegance’.

Fiama Di Wills

This is the ‘Premium’ personal care brand from… Continue reading

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… Continue reading

ITC Brands in Food Category (Part-1)

Aashirvaad

It is a brand in the food segment. Products under this brand are present in product categories including atta, salt, spices and instant mixes. Till recently these were considered as commodity and were sold unbranded. Now, to cut through the clutter of unbranded varieties ITC used a combination of functional and emotional attributes to position the products. Now these are mass market products. It is the whole family that consumes these products. So, the target segment for this brand is the typical Indian family with the housewife who prepares the food at home as the focus.  “Khusiyan Chun… Continue reading

Brands of India: Introduction and ITC

Featured

Introduction:

TNMG or ’The Next Marketing Guru’ is my next attempt at serious blogging. Using this brand new blog I want to bring all the learning in management in general and marketing in specific to the practical world. The objective here will be to bring the cutting edge knowledge from academic and research world to the benefit of all of us facing practical issues in business and consumption world!With that objective I start this series namely ‘Brands Of India’ which is to analyse Indian Brands across industries from primarily marketing and advertising point of view. From time to time whenever… Continue reading

ITC Brands in Food Category (Part-2)

Mint-O

Mint-o is a popular mint candy. It was acquired from Candico by ITC in March 2002. ITC describes this brand as ‘youthful cool’. Following is a snap shot of mint-o AD.

In October 2004 ITC extended the brand and launched another product ‘Mint-o Fresh’.
The target segment for Min-o and Mint-o Fresh being the youth – both these brand exudes a ‘bindas’ youthful image.
Candyman

This is another product from ITC in the candy category. But the target segment for this is