We would like to express our deepest gratitude to Dr. Avinash Kapoor for guiding us on the Marketing Planning course and for his invaluable guidance, support, and encouragement throughout our project work which has aided us in the successful completion of our work. We extend our thanks to our friends who directly or indirectly helped us during our project work. We would like to thank our group-mates and our room-mates for their immense cooperation and support. We would also like to thank the retailers and the parents whom we interacted with for providing us with valuable feedback.
Group 04 Marketing Planning Assignment- 1
Page 1 Final Report
Study The Segmentation, Targeting And Positioning Of ITC Bingo!
ITC is one of India 's foremost private sectors companies with a market capitalization of nearly US $ 15 billion and a turnover of over US $ 4.75 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 Business World and among India 's Most Valuable Companies by Business Today. While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels, Paperboards, Packaging and Agro-Exports, it is rapidly gaining market share even in its nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards. ITC made its entry into the branded & packaged Foods business in August 2001 with the launch of the Kitchens of India brand. A more broad-based entry has been made since June 2002 with brand launches in the Confectionery, Staples and Snack Foods segments. The Foods business is today represented in 4 categories in the market. These are: Ready To Eat, Foods, Staples, Confectionery, and Snack Foods. The unwavering commitment to internationally
References: Feb 2012 Marketline report on Indian Savory Snack Segment “The effectiveness of marketing’s “R&D” for marketing management : An assessment” by John G. Myers, Stephen A. Greyser and William F. Massy “Customer retention : A usage segmentation and customer value approach“ by Art Weinstein “Marketing management bases for international market segmentation : An alternate look at the standardization/customization debate” by Imad B. Baalbaki and Naresh K. Malhotra “Planning new tariffs at tele.ring – the application and impact of an integrated segmentation, targeting and positioning tool” by M. Natter, A. Mild, U. Wagner and A. Taudes “Global consumer segmentation” by Art Weinstein PhD “A Cost-Benefit approach to segment-based mass customization” by Pingjun Jiang and Qi Chen PhD “Marketing in the network economy” by Ravi S. Achrol and Philip Kotler “Global standardization – courting danger” by Philip Kotler “Using means-end structures for benefit segmentation : An application to services” by Gunther Botschen, Eva M. Thelen and Rik Pieters “Global market segmentation strategies and trends” by Salah S. Hassan and Lea Prevel Katsanis “Reconceptualising marketing : An interview with Philip Kotler” http://www.itcportal.com http://www.google.co.in/ http://www.blonnet.com http://www.justfood.com http://www.thehindubusinessline.com http://www.imcri.org http://www.scribd.com Group 04 Marketing Planning Assignment- 1 Page 30 Final Report