CASE STUDY on fiama di wiils unique product by itc

Presented by: nehakumari

Saga of fiama di wills• 1910-ITC Limited Established as imperial tobacco company of India limited.• 27 October 1954- ITC went on public• 1970- renamed as the Indian Tobacco Company limited . The earlier decades of

the company's activities centred mainly around tobacco products. In the 1970s, it diversified into non-tobacco businesses.

• 1975-the company acquired a hotel in Chennai, which was renamed the 'ITC- Welcomgroup Hotel Chola' (now renamed to My Fortune, Chennai).

• 1985- ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepali and British joint venture.

• 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.• 2005-ITC diversified into body care products which includes perfumes, haircare

and skincare categories. Major brands are Fiama Di Wills, Vivel, Essenza Di Wills, Superia and Engage

 

introductionFiama Di Wills is an Indian personal care brand of ITC that offers shampoos, conditioners, bathing bars and shower gels. Following the successful launch of Fiama Di Wills Shampoos and Shower Gels, ITC has now introduced Fiama Di Wills Soap which offer the benefit of gentle and effective care by combining elements of nature and science. The product range focuses on a blend of "nature and science" across its portfolio of products, resulting from four years of intensive research. A sensuous bathing experience and irresistible soft skin is what the “Fiama Di Wills Gel Bar” boasts of! Charming celebrity model-cum- actress Deepika Padukone endorses the product.

SEGMENTATION Demographic

• Focuses on all age group of women above 18 years. • Women who are sensitive about there skin and want to look beautiful• Middle class and upper middle class men and women

Geographic:Metro city, urban area and rural

Behavioural All age group

Targeting

• Di wills aim is to create psychology in women where beauty incorporates all ages body shapes and size.

• Target middle class and upper middle class who have the ability and willingness to pay 32 INR for soap

• Generate the hope of looking young

positioning• blend of "nature and science“• sensuous bathing experience and irresistible soft

skin• Deepika Padukone endorses the product.

SPLATTER LESS SPLATTER

HIGH PRICE

LOW PRICE

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