- MAITHILI S. PRABHU (P-52)

GRAND ENTRY…. It started off as the Imperial Tobacco Company, but was

rechristened to Indian Tobacco Company in 1970 and then to I.T.C. Limited in 1974.

ITC forayed into the Personal Care business in July 2005.

The business continues to communicate with the consumer through multiple channels.

PERSONAL – CARE PRODUCT RANGE...

SEGMENTATION,

TARGETING &

POSITIONING.

SUPERIA SOAPS & SHAMPOO

Superia is the mass brand from the ITC stable, catering to lower income and rural segments.

Being a mass brand, it caters to segments where aspirations are low, and family is very close nit.

No popular brand ambassador; the focus is on the target audience, which is the low income families

It tends to target at the young, urban, aspiring women. Its core target group is the upper and midsegment urban consumers.

Mostly in the language of the young urban woman professionals—English.

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

Fiama Di Wills tried to enter the men's market in 2009 by launching a sub-brand Aqua Pulse.

Clever targeting: Vivel Di Wills for the upper middle class and Vivel for the popular midsegment.

Communication in Hindi & English to cater to both upper middle & popular middle class.

Kareena Kapoor is the brand face thanks to her popular mass and class appeal.

Vivel Di Wills has a more premium packaging, but Vivel has a different packaging

DIFFERENTIATION

SUPERIA SOAPS.The products under the Superia brand are made from

scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair.

Fragrant Flower: with the fragrance of Rose & Lavender Oil

Soft Sandal: with the fragrance of Sandal & Almond Oil

Natural Glow: with Neem & Coconut Oils

Healthy Glow: with Orange Oil

FIAMA DI WILLS.The Fiama Di Wills range of bathing bars has

been launched under the sub - brand SkinSense. The range includes two variants Soft Green and Sheer Smooth.

The main USP of the new variant- FIAMA DI WILLS AQUA PLUS MEN - is the sea minerals ingredient.

Fiama Di Wills recently launched a range of transparent gel bathing bars , a first of its kind.

VIVELVivel offer a unique value proposition of bringing together

ingredients that provide the benefit of Nourishment, Protection and Moisturisation through one product.

Vivel Young Glow

Vivel Satin Soft

Vivel Sandal Sparkle

Vivel Ayurveda Essence

Vivel Silk Spring

Vivel Deo Spirit Soap

Vivel Healthy Glow soap

VIVEL DI WILLS

Vivel expanded its soaps portfolio by launching the Vivel Luxury Creme range of soaps in the mid - premium segment.

Vivel Luxury Creme soaps are available in the two variants of Olive and Shea butter, both known to give skin care benefits.