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BRAND PORTFOLIO
MINT-O AND CANDYMAN -ITC currently has two brands in the confectionery
segment - 'mint-o' and 'Candyman'.
BINGO-ITC's forayed into the fast growing branded snack foods segment. Bingo’s
portfolio includes an array of products in both potato chips & Finger
Snacks segment.
VIVEL PORTFOLIO-Vivel Di Wills and Vivel are high quality ranges of soaps and
shampoos for the upper-mid and mid-market consumer segments.
SUPERIA-The Superia range of soaps and shampoos have been launched to cater
to the large popular market in the personal care category.
ITC WELCOME GROUP-ITC Welcomgroup, India's premier chain of luxury hotels
was launched on October 18, 1975.
BRAND ARCHITECHTURE
ITC follows multi brand strategies which also has sub brands. The brand
architecture is designed in such a way that different umbrella brand are focused
on each segment. Consumers from various socio economic cultures are able to
find products suitable to their taste and spending power without confusion.ITC
has established distinct identity and image for each of its brands to build a close
relationship with its target market. Each product division has many brands and
sub brands and their identities are maintained through different packaging,
image and advertising. Though multiple brands an the same category are aimed
at different target markets, some brands do compete with each other for eg-
fiama di will and vivel di wills which includes soaps and shampoos. The brand
architecture followed by itc has helped it to reach different segments of the
market and made itself popular in all segments of the market.