The presentation elaborates about what is product mix and apecifically that of ITC

2. About ITC
Incorporated on August 24, 1910
Headquarters- Kolkata, West Bengal
Chairman-Yogesh Chander Deveshwar
Change in Company’s Name
Imperial Tobacco Company of India
Limited (1910)
India Tobacco Company Limited (1970)
I.T.C. Limited (1974)
ITC Limited (2001)

3. Brand Evolution
Cigarettes and
Leaf Tobacco
1910 Packaging and
Printing
1925
Agri Business
1990
Hospitality Sector
1975
Paper Board and
Speciality Papers
1979
Education and
Stationery Products
2002
Branded
Packaged Foods
2001
Personal Care
Products
2005

4. Product Mix
• A Product Mix is the set of all products and items a
particular seller offers for sale.
A product mix has certain width, length, depth
and consistency
• The width of a product mix refers to how many different
product lines the company carries.
• The length of a product mix refers to the total number of
items in the mix
• The depth of a product mix refers to how many variants
are offered for each product in the line.
• The consistency of the product mix describes how
closely related the various product lines are in the end
use.

5. Product Mix of ITC
FMCG Hospitality Paperboard
& Speciality
Papers
Packaging Agri
Business
Information
Technology
Cigarettes
& Cigars
Hotels Coated
Boards
Carton
Board
Packaging
Agri
Commodities
and Rural
Services
ITC Infotech
Foods Branded
Accommodation
Graphic
Boards
Flexible
Packaging
Agri Business-
ILTD
Personal
Care
Restaurants Fine Papers Tobacco
Packaging
E-Choupal
Education
&
Stationery
Thin Printing
Papers
Lifestyle
Retailing
Agarbatti
Safety
Matches

6. • Number of product lines - 6
• Product Width - 6
Product Mix of ITC
FMCG Hospitality Paperboard
& Speciality
Papers
Packaging Agri
Business
Information
Technology
• Product Depth of Personal Care
Product Line - 8
• Product Length - 21
• Average product Length –
21/6 i.e. over 3
Personal Care
Essenza Di Wills
Vivel
Fiama DI WIlls
Engage
Superia
Vivel Cell Renew
Savlon
Shower to Shower

7. Product Mix of FMCG
Cigarettes Foods Personal
Care
Stationery Lifestyle
Retailing
Safety
Matches
Agarbatties
Insignia Aashirvaad Essenza
Di Wills
Classmate Wills
Lifestyle
Aim Mangaldeep
India Kings Sunfeast Vivel Paperkraft John
Players
I Kno
Wills Navy
Cut
Bingo Fiama DI
WIlls
Classic
Regular
Kitchens of
India
Engage
Gold Flake Yippee Superia
Navy cut B Natural
Juices
Vivel Cell
Renew
Bristol Mint -o Savlon
Candyman Shower
to
Shower

8. Product Mix of FMCG
Product
Width = 7

9. Cigarettes
Product Type Price for 20 pcs
Insignia ₹ 348
India Kings ₹ 300
Wills Navy Cut ₹ 280
Gold Flake Kings ₹ 248
Gold Flake Kings Light ₹ 240
Classic Regular ₹ 240
Gold Flake Premium ₹ 220
Navy Cut ₹ 175
Bristol ₹ 170

10. Aashirvaad
Staples
Sugar Release
Control Atta
Whole Wheat
Atta
Aashirvaad
Select
Atta with
Multigrains
Atta with Methi
Aashiravaad Salt
Aashirvaad Fortified Atta
Ghee
Aashirvaad
Svasti Ghee
Spices
Aashirvaad
Pickle Mirch
Powder
Aashirvaad Chili
Powder
Aashirvaad
Coriander Powder
Aashirvaad
Turmeric Powder
Ready
Meals
Instant
Mixes
Aashirvaad
Instant Mixes

11. Ghee
• Aashirvaad
Svasti Ghee
Instant mixes
Ready Meals
• Aashirvaad
Instant Mixes

12. Staples
• Aashirvaad Sugar Release
Control Atta
• Aashirvaad Whole Wheat
Atta
• Aashirvaad Select
• Aashirvaad Atta with
Multigrains
• Aashirvaad Atta with Methi
• Aashiravaad Salt
• Aashirvaad Fortified Atta

13. Spices
• Aashirvaad Pickle Mirch
Powder
• Aashirvaad Turmeric
Powder
• Aashirvaad Coriander
Powder
• Aashirvaad Chilli
Powder

14. Sunfeast
Biscuits
Sunfeast
Farmlite
Digestive
Oats
Sunfeast
Dark
Fantasy
Choco
Fills
Choco
Fills
Luxuria
Choco
Meltz
Chocolate
and Vanilla
Sunfeast
Delishus
Expressi
ons
Nuts &
Raisins
Nut
Biscotti
Chocolate
Chip
Sunfeast
Mom’s
Magic
Rich
Butter
Cashew
and
Almonds
Sunfeast
Marie
Light
Nice
Snacky
Milky Magic
Sweet ‘n’ salt
Glucose
Yumfills
Sunfeast
Yumfills
Whoopie
pie

15. Sunfeast Farmlite
• Digestive
• Oats
Sunfeast Delishus
• Rich Butter
• Cashew and Almonds
Sunfeast Mom’s Magic
• Expressions
• Nut & Raisins
• Nut Biscotti
• Chocloate Chip

16. Sunfeast
• Choco Fills
• Choco Fills Luxuria
• Choco Meltz
• Chocolate and Vanilla
Sunfeast Dark Fantasy
• Marie Light
• Nice
• Snacky
• Milky Magic
• Sweet ‘n’ Salt
• Glucose

17. Lifestyle Retailing
Wills Lifestyle
Wills
Classic
Wills
Sport
Wills
Clublife
Wills
Signature
John Players

18. Product Mix of Hospitality
Hotels Branded
Accomodation
Restaurant
s
Luxury collection ITC One Bukhara
Welcome Hotels Towers Peshawari
Fortune Hotels Eva Dum Pukht
Welcome Heritage Executive Club Dakshin

19. Hotels
Luxury
Collection
Super Deluxe
And Premium
Hotels to
target
Welcome hotels
Five Star
Hospitality for
the
discerning
and leisure
travellers
Fortune
Hotels
Operates
mid market
to upscale
properties
in the first
class
Welcome
Heritage
Involves a
chain of
palaces,
forts, havellis
and resorts