A Study of Brand Positioning in enhancing profitability.pptx

7/30/2019 A Study of Brand Positioning in enhancing profitability.pptx

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Submitted by:

Anwar Khan


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About ITC

ITC was incorporated on August 24, 1910 under the name ofImperial Tobacco Company of India Limited.

The companys ownership progressively INDIANISED, and thename of the company was changed to I.T.C. Limited in 1974.

ITC is one of Indias foremost private sector companies with a

market capitalization of nearly US $ 19 billion and a turnover ofover US $ 5.1 Billion ITC is rated among the Worlds Best BigCompanies, Asias Fab 50 and the Worlds Most ReputableCompanies by Forbes magazine, among Indias Most RespectedCompanies by Business World and among Indias Most ValuableCompanies by Business Today.

ITC ranks among Indias 1- Most Valuable (Company) Brands, ina study conducted by Brand Finance and published by theEconomic Times.

ITC also ranks among Asias 50 best performing companiescompiled by Business Week.


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ITC has a diversified presence intovarious businesses which include :-

FMCG : Cigarettes, food products, lifestyle retailing, greetings,

stationary, and safety match sticks and agarbatties.

HOTELS : Luxury collection, welcome hotel, Sheraton hotel,

fortune park hotel, and welcome heritage.

PAPERBOARD & PACKAGING

AGRI BUSINESS : Agri exports, E-chouplal, leaf tobacco.

IT : ITC info tech India Ltd. Wholly owned subsidiary.

GROUP COMPANIES : Surya Nepal private Ltd., International

travel house.


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ITCWELCOMGROUP

ITC welcome group consists of 3 brands the luxury collection, Sheraton

and the welcome hotels.

There are 7 luxury collection hotels, 4 Sheraton hotels and 3 welcom

hotels making a total of 14 properties under ITC welcome group.

Among these 5-star deluxe properties, luxury collection and Sheraton has

an exclusive tie up with its global partners Starwood.

At an ITC welcomegroup hotel one will find a true reflection of the culture &

ethos of each destination with one common legacy-Warmth.

The ITC welcomgroup hotels business philosophy :-

Guest Experience

Guest Experience with Profits

Guests Experience with Profits, Growth & Development


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ITC made its entry into the branded &

packaged Food business with the launch of

the Kitchen of India_brand.

The Foods business is today represented in 4

categories in the market. These are :

Ready To Eat Foods

Staples

Confectionery

Snacks Foods


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The unwavening commitment to internationallybenchmarked quality standards enabled ITC to

rapidly gain market standing in all its 6 brands :1. Kitchens of India

2. Aashirvaad

3. Sun feast4. mint-o

5. Candy man

6. Bingo!


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PRODUCTS AND BRANDS

Cigarette

Tobacco

ON WILLS

ITC Hotels

ITC - Luxury Collection Hotels

Welcom Hotel Sheraton Hotels

Fortune Hotels, which has 54 hotels with4446 rooms in 41 cities across India

Welcom Heritage Hotels


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Hotel property detail

Rooms: 218 Guest rooms

Suites: Rajputana ChambersPresidential Suite

Rajputana Royal Suite ThikanaSuitebeing expensive suites of

allLuxuryspace

Banquet halls

Meeting Halls


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Restaurant:

Chandravanshi Pavilion

Peshawari

Jharokha

Sheesh Mahal

Leisure


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Introduction to marketing

section The project is carried out to understand the market strategies of

Sheraton Rajputana in the form of Special Products to increasepenetration in the market and to get higher share compared to itscompetitors.

A deep study of the company, the hotel division of the company, variousbrands, the hotel, the competition and the market analysis was done.

Internal analysis, competition analysis and market analysis wasconducted for the same.

The project was primarily linked to the Special Products it includeswelcome link, welcome award and welcome club.

The benefits of these loyalty programmes, the reason behind theseprogrammes and finds out why it is necessary and how it is beneficialfor Sheraton Rajputana.

The data in the report is generated from the analysis of the secondarydata available in the organization, experience survey where expertsand managers in the field where interviewed to gain additionalknowledge.

The rest of its was obtained from a few internet sites and from myexperience working in the organization


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Marketing Mix For Sheraton

Rajputana Hotel Products

Price Contract with the Hotel Packages Long Stays Season

Place

Promotion

People Physical Evidence

Process


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Five Porter ModelofSheratonRajputanaHotel

Introduction of Five Porters Model

The threat of substitute products

The threat of the entry of new

competitors

The intensity of competitive rivalry

The bargaining power of customers

The bargaining power of suppliers


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Porters Five Force Analysis of Sheraton

Rajputana


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Market Analysis Market analysis is as important as the competition analysis. To

design the strategies to find out both opportunities and threats to thehotel in the competitive market place, including the presence ofgeneric competition, and competition from substitutes, it is importantto know the market-the trends, location, composition etc.

It is important to define and analyze various revenue generatingsegments in the market.

It is needed to gain a better understanding of not only the customerneeds and preferences within each of the different segments butalso how each segment perceives competition.

The total revenue to the hotel comes from the following:-

Room revenue

Food revenue Beverage revenue

Others (business centre, shopping arcade, health club, etc.)

The following report shows in percentage the contribution of each ofthe above in the total revenue. It is observed that over the year the

contribution of portions has remained constant.


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CONCLUSION According to Dipak Haksar, C.O.O, ITC Hotels, ITCHotels has an

exclusive tie-up with Starwood in bringing in its premium brand,

The LuxuryCollection to India and it is a matter of pride to have

ITC Rajputana as part of this prestigious collection of hotels.

The hotel is infact, a testimony to the growth the Pink City has

witnessed while keeping together its tradition and values.

ITC Hotels is Indias most profitable chain with offerings under fourbrands and more than 110 hotels in over 80 locations - ITC Hotels

at the Luxury end, WelcomHotel in the 5 star segment, Fortune in

the mid-market to the upscale segment andWelcomHeritage in the

heritage leisure segment.

The iconic ITC Hotels, comprising the super-premium luxury hotels

in the group, not only offer unmatched hospitality but have also set

new standards of excellence in cuisine, accommodation,

environment and guest safety.

Documents

A Study of Brand Positioning in enhancing profitability.pptx