Itc Sunfeast Brand Understanding

Topics: Marketing, Brand management, Brand Pages: 14 (4202 words) Published: July 6, 2011
Brand building individual project

Sub- ITC (Sunfeast) (individual project)
Submitted by
Name- Hanisha Thakker
Roll no- 46

Under the guidance of professor
Shweta Bhatia

A paper submitted in partial fulfillment of the requirement for brand building for TY BMM

Date of submission- 8th August 2009

SIES college of Arts, Science and Commerce, Sion,


I hereby take an opportunity to thank pour professor Miss. Shweta Bhatia for providing us with the Opportunity to work on this Project and also for Guiding us. I also wish to thank my parents and friends who put up and also helped me by providing information with me while I was going about doing this project. I would also like to thank Mr. Kaustubh Agrawal on providing me his project on ITC limited. Not forgetting all those who helped us directly or indirectly. Thanking you.

Your’s sincerely,
Hanisha Thakker.


|Topic |Pg no. | |History of ITC |4 | |History of Sunfeast Biscuits |9 | |Market share and net positioning |13 | |Marketing strategy |16 | |Problems in marketing |20 | |Views and suggestions |21 |

Company profile
ITC is one of India's foremost private sector companies with a market capitalisation of nearly US $ 19 billion* and a turnover of over US $ 5.1 Billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine, among India's Most Respected Companies by BusinessWorld and among India's Most Valuable Companies by Business Today. ITC ranks among India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. History of ITC

ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. Its beginnings were humble. A leased office on Radha Bazar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened 'ITC Limited'. Though the first six decades of the Company's existence were primarily devoted to the growth and consolidation of the Cigarettes and Leaf Tobacco businesses, the Seventies witnessed the beginnings of a corporate...
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