Transcript
ANALYSIS OF FIAMA DIWILLS
• FIAMA DI WILLS
COMPANY BACKGROUND
HAVE VARIETY OF PRODUCTS ACROSS THE INDUSTRY
IMPERIAL TOBACCO COMPANY (ITC) WAS STARTED ON 24 AUGUST, 1910
LAUNCHED FIAMA DI WILLS ON 15 SEPTEMBER , 2007
FAMILY OF FIAMA DI WILLS Shampoos
Conditioner Shower Gel Skinsense Soap
CATEGORY ANALYSIS
FAST MOVING CONSUMER GOODS (FMCG)
PERSONAL CARE PRODUCTS
BEAUTY CARE PRODUCTS
INFLUENCING FACTORS
PSYCOLOGICAL
CULTURAL
PERSONAL
PERSONAL FACTOR
• AGE
• LIFESTYLE
• PERSONALITY
PSYCOLOGICAL
• GETTING INSPIRATION BY THE BRAND ENDORSER
• THROUGH MOTIVATION BY THE ITC
• BELIEFS ON ITC
CULTURAL
• MINDSET OF INDIAN CONSUMER IS LOOKING NICE THEMSELVES
• INFLUENCE FROM THE REFERENC GROUP
BRAND PERSONALITY
Evaluation of the Brand Personalityof FIAMA DI WIILS
BRAND IMAGE
It’s a product of ITC
Insertion of top glamour actress as the BRAND AMBASSADOR
First soap to compete Lux of HUL
BRAND IDENTITY
Product of ITC
Endorsed by the Deepika padukone
Different strategy of launching
COLOR PERCEPTION
It available in the market in two color they are Orange & green.
Orange denotes fun,cheerful
Green denotes freshness,living,natural,sooting,calming.
Message given by the ad
“BEAUTIFUL YOU TODAY.TOMORROW”
THANK YOU
BRAND LADDERING BRAND LADDERING TECHNIQUE OF CONSUMER TECHNIQUE OF CONSUMER
BEHAVIOURBEHAVIOUR
Brand Ladder- An overviewA series of interviews which identifies the
similarities in the user perceptions about different products.
The ladder starts at the top and gradually comes down, where the end result is similar irrespective
of the product.
Concrete Benefit
Abstract Benefit
Physiological Consequences
Psychological Consequences
Instrumental Value
Terminal Value
Health Drink
Healthy Body
Energy
Revamped, Revitalized
Confidence
Success
Concrete Benefit
Abstract Benefit
Physiological Consequences
Psychological Consequences
Instrumental Value
Terminal Value
Taste
Price
Wholesome food
Mental Satisfaction
Sustainability
Achievement
Concrete Benefit
Abstract Benefit
Physiological Consequences
Psychological Consequences
Instrumental Value
Terminal Value
Availability
Quality, Healthy Drink
Healthy Body
Confidence
To achieve Goal
Success
Concrete Benefit
Abstract Benefit
Physiological Consequences
Psychological Consequences
Instrumental Value
Terminal Value
Health Drink, Taste, Availability
Healthy Body, Price, Quality
Energy, Wholesome food
Revamped, Revitalized, Mental Satisfaction, Confidence
Confidence, To achieve Goal, Sustainability
Success, Achievement
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