ITC Mangaldeep Restructuring the Brand Portfolio
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One of the biggest restructuring exercises in the ITC’s brand portfolio is Mangaldeep, launched as a premium tea brand in the ‘80s. The objective of this exercise was to make this brand stand out in the increasingly crowded tea market, which was dominated by the two big global brands, Assam Tea (ATI) and Nilgiri Tea (NTI). The strategy of the ‘80s was to make Mangaldeep the ‘flagship’ tea brand in the domestic market while ATI
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ICICI Bank and ITC: Bringing down the Bank’s Profits, not the Brand The Hindustan Times, 20 May, 2015. weblink With 95% equity in ICICI Bank, ITC is in talks with its investors to bring down the bank’s loss-making retail operations, with the brand facing heavy debt and disinterest. As the retail business in India is stagnant, the two entities that were earlier inseparable, are being put at logger
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ITC Mangaldeep has done an ambitious restructuring plan to make a major turnaround in its profits. They are changing their strategy to focus more on value creation, sustainability, and brand reputation. The company is revamping its portfolio of brands in a bid to create more growth opportunities for future expansion. Some of the key brands that the company is considering to restructure include – 1. Dove: The global beauty brand that is part of the Dove beauty group is one of the oldest and most recognised
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In the market, ITC was one of the leading consumer durable companies in India with a reputed brand portfolio. The brand portfolio had several distinct brands which had different product mixes. To restructure the brand portfolio, I was asked to write a comprehensive white paper of 30 pages, which would cover in detail: – Competitive Analysis of ITC and its Brands – SWOT Analysis of ITC and its Brands – Competitor Analysis – Market Research Methodologies – Strategy Formulation –
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Dear ITC, It is my pleasure to take this opportunity to write about the brand restructuring project that we carried out on our ITC Mangaldeep in August. Our objective was to transform this well-known brand into a global brand, which is a commendable achievement that we were proud of. ITC Mangaldeep is a premium tea brand that is synonymous with quality and taste. The tea manufactured by ITC is the epitome of elegance and class, and its packaging has always been on par with global
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The company ITC Mangaldeep Ltd (“ITC”) is a leading player in the Indian pharmaceutical industry. It has been serving customers in the country and in more than 60 other countries in the world since the year 1875. ITC’s pharmaceuticals products are known for their superior quality and reliability, with a rich heritage dating back more than a century. However, the pharmaceutical industry is undergoing a profound change. like this The industry is undergoing significant consolidation
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A new era dawns on ITC: the brand portfolio is being restructured When Indian consumer goods major ITC launched its new brand Mangaldeep, the company hoped it would change consumer behaviour, spark innovation and create new revenue streams. It did all of these and helped the brand achieve market share growth of nearly 7%. That’s impressive. However, in the latest report on the brand’s performance, ITC also disclosed that the brand had lost market share in its largest market, in Asia, despite the brand’s efforts
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In the fast-changing market scenario, brands often come and go, due to which brand owners often feel that their brands are losing their relevance in the market. We are pleased to report about ITC Mangaldeep Restructuring the Brand Portfolio. In the 20th century, ITC (Indian Tanning Co.) started its business in tanning of leather. The brand has evolved over a period of time from being a small-scale company in the 1940s to a multinational company today. I