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Preface

In a rapidly evolving FMCG landscape, marked by changing consumer behaviors and intense competition, ITC recognizes the importance of staying ahead through innovation and strategic planning. With a diverse product mix and a strong market presence, ITC requires a roadmap that bridges its organizational goals with consumer demands. This project focuses on creating a strategic product plan to help ITC maintain relevance, expand its market share, and drive long-term profitability.

Duration: 1 Week

Team: Mansi Shah, Neil Dave, Nishant Dighe, Siddarth Sury

My Role: Design Research and Strategy Creation

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Problem

ITC faces critical challenges in maintaining its competitive edge, including increasing competition from domestic and global players, rapidly shifting consumer preferences, and the need for continuous product innovation. Without a well-defined product strategy, ITC risks losing market share and may fall short of its growth objectives. To address these challenges, the company requires a data-driven approach to optimize its product portfolio and identify opportunities for innovation.

Process

The project followed a structured research and analysis approach. First, extensive secondary research was conducted to analyze market trends and identify consumer behavior patterns in the FMCG sector. ITC’s product portfolio was evaluated to assess its performance, identify gaps, and prioritize products for upgrades or discontinuation. Competitor analysis provided insights into industry benchmarks and emerging opportunities. Collaborative insights were simulated by aligning academic research findings with ITC’s strategic objectives. Based on this analysis, detailed product concepts were developed, along with strategies for pricing, distribution, and marketing to ensure feasibility and profitability. The process also included recommendations for product testing and market validation to refine the proposed concepts further.

Deliverables

The final deliverable was a detailed five-year product plan for ITC Limited, tailored to meet academic and industry standards. The plan included specific recommendations for upgrading existing products and launching new ones, supported by thorough market research and analysis. It outlined key strategies for pricing, distribution, and marketing to enhance the feasibility and impact of the proposed products. Additionally, a phased roadmap was provided for product development and market entry, accompanied by suggestions for testing and validation processes to ensure alignment with consumer needs. This project demonstrated how academic research and analytical frameworks could be applied to solve complex business challenges and deliver practical, impactful solutions for a real-world company like ITC Limited.

View Collaterals

2025 by Mansi Shah. All rights reserved.

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