Atul GuravPGDM2

• History–Established 1910

• Diversifications–FMCG–Hotel–Paperboards & Packaging–Information Technology–Body Care Products

ITC Ltd.

Fiama Di Wills

• Fiama Di Wills is an Indian personal care brand of ITC that offers shampoos, conditioners, bathing bars and shower gels.

• Recipient of the prestigious Product of the Year award in 2010 in the soap category.

• Exotic natural ingredients like Peach, Avocado, sea wood and lemongrass.

Segmentation

• Demographic– Age, Gender, Income

• Behavioural– Occasion

• Psychographic– Personality

• Geographic– City

• Demographic– 20-35yrs, M/F, Middle class family

• Behavioural– Monthly, While travelling

• Psychographic– Nature Lovers & Skin Cautious

• Geographic– Urban Areas

Targeting

• Middle class family, Youth.• Nature Lovers & Skin Cautious

Positioning

Fragrance Non-Fragrance

Natural

Artificial

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