ITC

DINKER VAID PGDM 2

FIAMA DI WILLS

CASE STUDY ANALYSIS

ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited.One of India's premium private player with an experience of 100 years Large and establish distribution network with an market capitalization of us $ 15 billion.Annual turnover of us $ 4.75.It enter into the personal care segment in 2005.It has a vast diversification.

SWOT Analysis1. Different variants – Every Day Mild, Aqua Balance, Volume Boost.2. Movie stars and celebrities as brand ambassadors, so the product is identifiable and popular among girls/women.3. The brand boasts of the R&D from ITC Research center in collaboration with leading US based personal care research labs4. Effective use of both push and pull strategy.

Segmentation

• Age

•Middle class wants premium experience

• Natural element seekers

• Skin conscious

TARGETING

For Modern Aware Customers who want themselves feel live and Beautiful.

YOUTHTargeting URBAN and RURAL AREA through Media and Advertisements.

  TARGETINGIt tends to target the young, urban, aspirational women. Its core target group is the upper and mid segment urban consumers.

 Group synergy: Besides, being retailed at departmental stores, it is also present at Wills Lifestyle stores, & ITC hotels  Communication strategy: Mostly, it has communication in the language of the young urban woman professionals i.e. English, which is aspirational in nature.  

Group synergy: Besides, being retailed at departmental stores, it is also present at Wills Lifestyle stores, & ITC hotels.

It tends to target the young, urban, aspirational women. Its core target group is the upper and mid segment

urban consumers.

Brand ambassadors: Sophisticated, young, having arrived & beautiful Deepika Padukone is used to further the brand recall.

 PACKAGING: It has premium packaging to compete with Dove. It has been designed with the help of American packaging experts.

Positioning

• In Mind Of customers as product produced from NATURE+SCIENCE which cares the skin.• Stylish Packaging for making it feels like a premium category in affordable price.

Competitors

Pears

Dove

ECONOMY PREMIUM

More Users

LESS Users

NO.1

POSITIONINGWE Can Infer : FIAMA DI WILLS is in Premium Range Categories.

The company spent close to four years researching at its center in Bangalore before the first product from the personal care stable rolled out. “That why their products have been accepted by the consumer.No other Such bar Gel exists so positioned at the best.

It's a perfect mix of nature and science.

Some number crunching will establish that the cigarette-to-hotels major has indeed made inroads into an intensely competitive market often marked by pressured margins.ESPITE being a late entrant, ITC’s personal care business has notched up market share of about 7 per cent (volume) in soaps, and around 5.4 per cent in shampoos, ITC has 8% share of the pie. Approx 4000CR.

FACTS

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