Lalitha Srinivasan
In a strategic move, ITC Foods Ltd has
kicked off its e-commerce activities to promote the company’s ready-to-eat snack
brand called ‘Kitchens of India’ (KOI). As part of its online marketing
strategy, the company has also plans to tie-up with leading portals in India to promote
its snack range.
On ITC Foods Ltd’s online initiatives,
says ITC Ltd executive vice-president (foods business) Ravindra Naware: "We will soon
roll-out online advertising to popularise our brand KOI. Also, snacks can be ordered on
toll number 1600."
A few months ago, ITC Foods forayed into
the ready-to-eat category with its brand KOI. "It’s actually ready-to-eat
gourmet cuisine from ITC’s Bukhara, Dakshin and Dum Pukht restaurants. KOI is a
premium range in the ready-to-eat category targeted at tourists, consumers who order at
home, NRIs and women in the age group 25 plus," explains Mr Naware.
Is the company planning to foray into any
new category in the near future? According to Mr Naware, over the last few months ITC
Foods Division has rolled out a host of new products in many categories namely, staples,
ready-to-eat, confectionery and snack foods. "Over the next year, the Foods Division
will consolidate its position in these categories to buttress its future growth,"
reasons Mr Naware.
ITC Foods Ltd is charting out an aggressive
gameplan to take on established players namely Nestle and Cadbury in this segment.
As for ITC’s marketing tie-ups, Mr.
Naware informs that it is on the look out for the right partner for co-promotions as well
as channel promotions. "To leverage our brands as well as to create distinctive
creatives for our brands we will use all appropriate opportunities," he adds.
On the company’s gameplan to take on
rival brand in the confectionery segment, Mr. Naware says ITC will continue to bring out
new products to appeal to the consumers’ palate and back it up with marketing efforts
to achieve a competitive edge.
As for the company’s marketing
strategy to promote its confectionery, Mr. Naware informs that the market support for
both, Mint-O and Candyman in the initial launch phase would be to clearly position them as
distinctive offers in their categories. "Mint-O, is positioned as a "Unusually
Cool’ brand both in its product delivery as well as the attitude that it
communicates. This has been supported through extensive above-the-line as well as
point-of-sales support across the country," he adds.
In the compressed mint segment, ITC’s
product range includes Mint-O brand in the form of orange flavoured mint tablets.
On the company’s retaining strategy,
says Mr. Naware: "ITC’s ability to reach these candies to the remotest villages
in India has been instrumental in popularising these products and Candyman is today a
fairly important brand in this segment."