Fiama Di Wills STPMade By-

ANJALI MEHTAPGDM/1504

COMPANY PROFILE

• 1970s, it diversified into non-tobacco businesses. • In 1975, the company

acquired a hotel in Chennai, now named as MyFortune, Chennai

• ITC Limited or ITC is an Indian conglomerate headquartered in Kolkata.

• ITC was formed on 24 August 1910 under the name of Imperial Tobacco Company of India Limited, and the company went public on 27 October 1954. 

• In 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.

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

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

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

• ITC diversified into body care products in 2005 which includes perfumes, haircare and skincare categories. Major brands are Fiama Di Wills, Vivel, Essenza Di Wills, Superia and Engage. In 2010, ITC was ranked 6th amongst global consumer goods companies in sustainable value creation during 2005-09, by Boston Consulting Group.

FIAMA DI WILLS GEL BARS• PARENT COMPANY-ITC• CATEGORY- PERSONAL HEALTH CARE PRODUCTS• SECTOR-FMCG• TAGLINE-BEAUTIFUL YOU,TODAY,TOMORROW• USP- GEL BAR FOR SKIN CONDITIONING WITH BLEND

OF NATURE AND SCIENCE

SEGMENTATION1.Age below16 16-40 yrs(youth)

above 402.Income level – high middle class

low3.Skin care- skin conscious & not so

conscious 4.Awareness- curious about research and

nature lovers & incurious5.Soap experience- seeking regular bath &

seeking luxury bath experience

TARGET MARKET-SKIN CONSCIOUS,YOUNG, MODERN & AWARE MIDDLE CLASS MEN AND

WOMEN WHO WANT TO LOOK BEAUTIFUL

1.Gel bar that has converted gel to a bar giving rich bath experience.

2.Blend of nature(made up of exotic ingredients like peach ,

avocado ,lemongrass) and science.3.Gentle on skin and act as moisturizer

POSITIONING

STRENGTH- 1) Very Affordable2) Travel Friendly3) Lathers nicely4) Cleanses the skin effectively5) The dent at the back helps to hold the soap easily6) Does not leave behind a slippery feeling7) Mild Fragrance9) Great packaging10) Good marketing

OPPORTUNITY-new brand with immense growth opportunity

WEAKNESS-1) Contains SLS2) Dries out the skin slightly3) Leaves a whitish cast behind4) Fragrance does not linger on5) As the soap gets thinner, it breaks up into small pieces6)product not popular with men

THREATS- shift in consumer preferences, tough competition in the market