Till 2005, we never knew that ITC could be anything but cigarettes. They had ventured into Greeting cards through their "Impressions" brand again as Gold Flake impressions. Everyone was aware they had paper business. But a dynamic and aggressive move from this company has now made them spread their wings across a diverse set of categories. In almost all categories ITC has taken on the leader and in some cases gained shares. What i personally liked is even in overlapping categories they did not go for brand extensions, they launched unique brands. They are now into
1. Bingo : As a snack brand it took on the might of Pepsi's Fritto Lay's. Today they are on par with them if not better. Look at the no. of flavours they have and the kind of pathbreaking advertising they did, i could recollect the "Vaango Pongo" and the "why is this chips not round" etc., They went one step ahead in getting scripts with local flavour to connect better. I still remember Ogilvy Dakshin had done some work on the Tamil versions.
2. Sunfeast : Biscuits is now a large brand that challenges the leader "Britannia". Marie, Cream, Cookies, Salted and so on. Very high brand visibility through strong media presence they managed and almost suppressed competition.
3. Candyman : Confectionery is supposed to be a difficult nut to crack and they did succeed. Eclairs, orange candy, kaccha aam, Coffee and so on.
4.Vivel : Range of products that includes soaps, fairness cream, body wash etc., targetted at the middle segment was launched using Trisha as the brand ambassador is highly visible, however i am not sure about the product offtake and market shares.
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