ITC Foods Plans Online Initiatives For Ready-to-eat Snacks

Mumbai: | Updated: Feb 28 2003, 05:30am hrs
In a strategic move, ITC Foods Ltd has kicked off its e-commerce activities to promote the companys 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 Ltds online initiatives, says ITC Ltd executive vice- president (foods business) Ravindra Naware: We will soon roll-out online advertising to popularise our brand KOI. As for our e-commerce plans, orders can be placed on the ITC portal for 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. Its actually ready-to-eat gourmet cuisine from ITCs 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 Narware.

ITC Foods Ltd is charting out an aggressive gameplan to take on established players namely Nestle and Cadbury in this segment.

As for ITCs marketing tie-ups, Mr Narware 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 companys 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 companys 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, ITCs product range includes Mint-O brand in the form of orange flavoured mint tablets.

On the companys retaining strategy, says Mr Naware: ITCs 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.