Fiama di wills tarun bhatt

Fiama Di Wills- A unique product from the house of ITC

Segmenting

Targeting

Positioning

Presented by :-Tarun Bhatt

• 24 Aug1910 – ITC incorporated under the name of 'Imperial Tobacco Company of India Limited'.

• 1925– ITC’s Packaging & Printing Business Division was set up as a strategic backward integration for ITC’s Cigarettes business.

• 1954-company went public on 27 October 1954• 1970- company was renamed as the Indian Tobacco Company

Limited• 1974 – The Company's ownership progressively Indianised, and

the name of the Company was changed to ITC Limited (Indian tobacco company).

• 1975 – The Co. launched its HOTEL BUSINESS which was named ‘ITC-Welcome group Hotel Chola’.

• 1985 – Surya Nepal Pvt. Ltd

COMPANY’S PROFILE

• 2000- ITC launched the Expressions range of greeting cards, the Wills Sport range of casual wear, and a wholly owned information technology subsidiary, ITC Infotech India Limited

• 2001- ITC introduced the Kitchens of India brand of ready to eat gourmet Indian recipes.

• 2002- ITC entered the confectionary and staples segments and acquired the Bhadrachalam Paperboards Division and the safety matches company WIMCO Limited

• 2003- ITC entered the Agarbattis (incense sticks) business , selling its products under the Mangaldeep brand.

• 2005- diversified into body care products , which includes perfumes, haircare and skincare categories. Major brands areFiama Di Wills, Vivel, Essenza Di Wills, Superia andEngage

• 2010 ITC was ranked 6th amongst global consumer goods companies in sustainable value creation during 2005-09, by Boston Consulting Group.

COMPANY’S PROFILE (CONTD…)

MAJOR BRANDS

Fiama Di Wills is an Indian personal care brand that offers shampoos, conditioner, bathing bars and shower gels. It is owned by ITC Limited, an Indian conglomerate with a turnover of USD 8.31 billion.Its USP is the blend of "nature and science" across its portfolio of products, resulting from four years of intensive research at the ITC Research and Development Centre in Bangalore.

INTRODUCTION

Parent Company

ITC

Category Personal Care brands-Haircare & Skincare

Sector FMCG

Tagline/ Slogan Beautiful you, today, tomorrow

USP The Fiama Di Wills range combines the goodness of nature and science, providing gentle and effective care.

FIAMA DI WILLS COMPANY PROFILE

Current market size estimated at over Rs. 29000 cores (growing at 12% p.a.) ITC presence established in Body Wash (Soaps, shower gels), Hair Care

(Shampoos, conditioner). Product portfolio enlarged with the launch of Fairness cream. Portfolio approach straddling all consumer segments with 4 umbrella brands

• Essenza Di Wills (Prestige)

• Fiama Di Wills (Premium)

• Vivel Di Wills and Vivel (Mid)

• Superia (Popular) Products well received in the market, gaining customer acceptance Supported by investments in brands – celebrity endorsements Investments being made in Research & Development and strategic tax incentivized

manufacturing sites

PERSONAL CARE PRODUCT

SEGMENTATION TARGETING

1.BehaviouralQualityEconomicalBeneficial

2.GeographicUrban AreaRural Area

3.Psycographic Mind Set Trend

1.Youth

2.Middle class family (Affordable Price)

3.Trendy Class

4.Prefer Natural good

PERCEPTUAL MAP

High Moisture

Expensive

Inexpensive

LowMoisture

1) Cleanses the skin effectively2) The dent at the back helps to hold the soap easily3) Does not leave behind a slippery feeling4) Mild Fragrance5) Great packaging. Etc.

6) The brand boasts of the R&D from ITC Research center in collaboration with leading US based personal care research labs

.

1) Contains SLS2) Dries out the skin slightly

3) Leaves a whitish cast behind

4) Fragrance does not linger on

5) As the soap gets thinner, it breaks up into small

pieces6)Product not popular among

men. Ads made the product look like Unisex

but it was targeted at both the genders

Strengths Weakness

ConclusionSo we see that FIAMA DI WILLS

target at those customers who are adventurous, fun loving and party lovers professionals who balance

work as well as fun……..