Ankit11

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Ankit11

  1. 1. PROJECT REPORT ONSTUDY OF THE AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND TOWARDS THE FULLFILLMENT FOR THE POSTGRADUATE DEGREE IN MASTER OF MANAGEMENT STUDIES{MMS} AS PER UNIVERSITY OF MUMBAI SUBMITTED BY ANKIT KUMAWAT {MARKETING} BATCH 2011-2013 KOHINOOR BUSINESS SCHOOL KURLA, MUMBAI.
  2. 2. A PROJECT REPORT ONSTUDY OF THE AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND SUBMITTED BY ANKIT KUMAWAT (MARKETING) ROLL NO -05 Batch 2011 – 2013 UNDER THE GUIDANCE OF PROF.Rachana Chawla CORE FACULTY – MARKETING UNIVERSITY OF MUMBAI KOHINOOR BUSINESS SCHOOL, KURLA, MUMBAI. DECLARATION
  3. 3. I hereby declare that the project report entitled “STUDY OF THEAWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND’’carried out at“IMRB INTERNATIONAL” is my work submitted in partialfulfillment of the requirement for Degree of MASTER OF MANAGEMENTSTUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESSSCHOOL, KURLA, MUMBAI and not submitted for the award of any degree,diploma, fellowship or any similar titles or prizes.Date: Signature: _______________Place: Mumbai Student Name: ANKIT KUMAWAT CERTIFICATE
  4. 4. This is to certify that the project entitled “STUDY OF THE AWARENESSAMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND” is successfullycompleted by “Ankit kumawat” during the second year of his course, in partialfulfillment of the Masters Degree in Management Studies, under theUniversity of Mumbai, through KOHINOOR BUSINESS SCHOOL,Kurla,Mumbai-400070.Date:Place: Mumbai Rachana chawla Acknowledgement
  5. 5. To begin with firstly I would like to thank placement head of our instituteBryan D’souza Sir, for giving us the opportunity to do summer internshipwith India’s leading market research organization, imrb international.I also would like to express my gratitude to everyone at imrb internationalespecially Dhananjay Maniwade Sir, Field Manager, and other ExecutivesNamely Manisha mam, Shwetha Mam, and Subhash Sir for their co-operation and extended support during the project by giving theirnecessary inputs required to carry out the project efficiently.My guide Rachana chawla was very helpful during the project and theproject would not have been completed on time without the support of ourlibraray and computer lab staff.We would like to take this opportunity to extend our warm thoughts tothose who helped me in making this project a wonderful experience.
  6. 6. INDEX1 EXECUTIVE SUMMARY2 RESEARCH OBJECTIVE3 RESEARCH METHODOLOGY4 DATA SOURCES5 LIMITATIONS6 CHAPTER 1. INTRODUCTION7 CHAPTER 2. COMPANY PROFILE8 CHAPTER 3. MAIN CHAPTER9 ANALYSIS AND FINDINGS10 CONCLUSIONS11 APPENDICES12 QUESTIONNAIRE
  7. 7. EXECUTIVE SUMMARYIMRB International (formerly “Indian Market Research Bureau”) is amulti-country market research, survey and business consultancy firm thatoffers a range of syndicated data and customized research services.Headquartered in Mumbai, India with operations in over 15 countries IMRB isa part of the Kantar Group, WPP’s research, insights and consultancy network.Established in 1970, IMRB was modelled on the lines of the British MarketResearch Bureau. IMRB is now a leading provider of market research andinsights across South Asia, the Middle East and North Africa with specialistdivisions in quantitative, qualitative, media, retail, industrial, customersatisfaction, business to business and social and rural research. IMRB’ssyndicated research offerings include the Market Pulse, the National FoodSurvey, Web Audience Measurement (WAM), I-Tops, and I-Cube reports.With over 1200 employees, IMRB is one of the largest providers of marketresearch in India in an industry estimated to be worth a minimum of $ 187million. As the oldest extant market research company in India, IMRB hasbeen responsible for establishing the first and only household panel, the firsttelevision audience measurement system and the first radio panel in thecountry and has played a key role in the development of market research inIndia. It has been rated the ‘Best Market Research Company’ by MRSI anindustry body for several years.
  8. 8. RESEARCH OBJECTIVEFollowing are the objectives of My study:1. To understand the awareness among customer about fiama di wills as a brand in mumbai2. To study the brand positioning of fiama di wills in personal care segment.3. What is the preference of the customer4. How much People know about the fiama di willsRESEARCH METHODOLOGYResearch DesignResearch design selected for this project is Descriptive.Data collection Method:Primary Data Collection Method:Survey method was used for primary data collection.We used questionnaire as an instrument for survey method.
  9. 9. Structured questionnaire.Type of questionnaire: Open ended and closed ended.Secondary Data Collection method:Reference books.Internet.DATA SOURCESThe objectives outlined earlier are achieved through the accomplishment of thefollowing tasks - review of existing literature, formulation of a researchproposal, and design of questionnaires, data collection. Sampling unit: In this study the sampling unit is individual consumer. Sample size: 100 consumers 100 retailers. Sampling method: The sample is selected by using convenience-sampling method.
  10. 10. LIMITATIONSData don’t represent entire population behavior.It was assumed that respondent have the knowledge about ITC.The limited sample size and therefore to get a clear perspective we may needhave a large sample base. sample size is only 100.The survey is limited to the geographical areas covering various parts inMumbai only.Respondent may give biased answer due to some lack of information aboutother brands.Findings of the study are based on the assumption that the respondents havegiven correct information.The language problem will be come under the study.
  11. 11. CHAPTER 1. INTRODUCTIONIn September 2007, ITC launched Fiama Di Wills, a premium range ofpersonal care products comprising shampoos, conditioner, shower gels,bathing bar and face and body Talc. The Fiama Di Wills range combines thegoodness of nature and science, providing gentle and effective care. TheFiama Di Wills product portfolio has been developed by scientists at the ITCR&D Centre, leveraging the expertise of International product formulationspecialists. The fragrances, aesthetics and packaging have been developed incollaboration with European specialists. Fiama Di Wills products are targetedat the young, modern, aware customers who are confident of themselves andseek indulgences that make them feel alive and beautiful.Fiama Di Wills Hair Care Range consistsof the Colour Damage Repair System,the Anti Hair Fall System and the TotalDamage Repair System. Each range has ashampoo, a conditioner and a serum. Madefrom the goodness of Nut Oils and RestoreSystem the range gives 6X stronger hair. Fiama Di Wills Skinsense Bathing Bar. The skin is made up of proteins and every time one bathes with a soap these proteins are washed away making the skin dull, dark and lifeless. Fiama Di Wills Skinsense bathing Bar is enriched with plant derived extracts and 6 Pro formula that ensures skin loses minimum proteins making it soft, supple, radiant, moisturized, even toned and smooth.
  12. 12. Fiama Di Wills Shower Gels & Shower Gel Barsproduct range includes the Exotic Dream, theClear Springs and the Mild Dew. They all havenatural ingredients and scientific beads that makethe skin beautiful and soft. The ITC Research andDevelopment has found a revolutionary method –the Liquid Crystal Freezing technology to freezethe goodness of these shower gels in a soap. Nowone can actually experience the beauty of ashower gel in a soap. Fiama Di Wills Face and Body Talc has been introduced in a variety of exotic, international fragrances. The product range is enriched with the unique Enviro Defense Complex that protects the skin from the damaging effects of the sun. Fiama Di Wills Swiss Soft is for sensitive skin and helps reduce skin irritation and soothes the skin.Fiama Di Wills European Lite promises to reduce skin oiliness and itsfragrance is as refreshing as the European Air.Fiama Di Wills Australian Care in Sun combats UV rays and gives theconfidence to celebrate sunshine, while protecting the skin and leaving itfragrant.Fiama Di Wills MenFiama Di Wills Mens bath care range is enriched with SeaMinerals and Blue Lotus extracts . It keeps one rejuvenatedand re-energized all day long. Voted "Product of the Year"the shower gel is the perfect kick start to the day and night -making one feel confident and enhancing the looks evenmore.
  13. 13. In line with ITCs aspiration to be Indias premier FMCG company, recognizedfor its world-class quality and enduring consumer trust, ITC forayed into thePersonal Care business in July 2005. In the short period since its entry, ITChas already launched an array of brands, each of which offers a unique andsuperior value proposition to discerning consumers. Anchored on extensiveconsumer research and product development, ITCs personal care portfoliobrings world-class products with clearly differentiated benefits to quality-seeking consumers. ITCs Personal Care portfolio under the Essenza Di Wills,Fiama Di Wills,Vivel Di Wills Vivel UltraPro brands has received encouragingconsumer response and is being progressively extended nationally.ITCs state-of-the-art manufacturing facility meets stringent requirementsof hygiene and benchmarked manufacturing practices. Contemporarytechnology and the latest manufacturing processes have combined to producedistinctly superior products which rank high on quality and consumer appeal.Extensive insights gained by ITC through its numerous consumerengagements have provided the platform for its R&D and ProductDevelopment teams to develop superior, differentiated products that meet theconsumers stated and innate needs. The product formulations useinternationally recognised safe ingredients, subjected to the highest standardsof safety and performance.
  14. 14. CHAPTER 2. COMPANY PROFILEIMRB is the vision of Mr. Subhas Ghoshal, the legend We are a part of WPPwhich is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion; revenuecompany with 138,000 employees in 2400 offices across 107 countries.Kantar is WPP’s research, insight & consultancy network. Kantar was foundedin 1993, is now the world’s fourth largest research conglomerate. It boasts of$1.7 billion worth of revenue with offices in 160 offices across 95countries.dary head of HTA (now JWT). We are born out of conviction thatgood advertising can only be built on sound consumer insight. We are theUniversity of the Indian market research. We are one of the top 20 MarketResearch companies in the world. IMRB was set up in 1970, a full 37 yearsafter BMRB was set up in UK by JWT.How are we different?We add value to clients - real value. We develop a learning culture that fostersinnovation and we also contribute to academia and policy makers. We havedeveloped a sustainable working environment that is good and fair to us andour clients. We have the largest team of researchers and analysts with around4 decades of leadership in the region. We have 26 offices in 12 countries eachof them equipped with specialized units by research methods and industrysector. We have 4.4 million customer interactions every year.
  15. 15. Our Methods and PhilosophyOur perspective is unique. Our approach is refreshing. And our solutionsprovide a comprehensive response to our client’s needs, not packaged databut custom solutions for clients. We offer services with the integration ofqualitative and quantitative tools.We are designed in India for India, our measures and scales are created tomaximize sensitivity. We work together with TGI, Web-I, IMRB Retail, MarketPulse, ITOPS and ICUBE. Our passion is to drive your business growth bycombining consumer understanding and brand knowledge with intuition andinnovation.Our Achievements - Our GoalsIMRB has demonstrated its vision and leadership in the Indian market byestablishing several industry wide measurement and rating systems. Notableamongst these is our pioneering role in establishing India’s first TV ratingsystem (TAM) and the creation of social economic classification (SEC) systemin India.We have won several prestigious awards. Amongst them the most noteworthybeing the MR Agency of the year from 2005-2009. We have presented cuttingedge research for several years at international forums including ESOMARand won awards for our efforts. We have also been awarded the WPP’s Atticusaward jointly with JWT.Our DivisionsIMRB International has been offering specialised research services for around4 decades to clients in India and overseas. IMRB International operates out ofits five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangaloreand is supported by 15 other regional centers for collection of surveyinformation.
  16. 16. IMRB International has eleven specialist units:Abacus Business Operations: ABOAbacus Business Operations: ABO is an ISO 9001:2008 certified specialist unitof IMRB International. It has the largest Custom research fieldwork and datacollection capabilities in the country. With over 200 full time employeesmanaging and supervising the work of over 4000 interviewers on any givenday, we conduct over 4 million interviews annually. Over and above this, weinterview another 1.5 million + telephonically.IMRB International Divisions: ABACUS MARKET ANALYTICSABACUS MARKET ANALYTICS unit offers a wide range of services to all theresearch units in IMRB. These include data processing, charting, statistical
  17. 17. analysis, database management and updation, software development andtesting.Abacus ResearchAbacus Research looks after the domestic and International Field and tabbusiness. They service Clients and Research Agencies which have their ownResearch set up and only want the data collected and clean data sent to them.Abacus Research has a team of expert Project Management Executives led by aseasoned and highly experienced Operations Director. This team also has theexperience of managing the largest number of automotive clinics and have aprotocol set up for the same. Abacus Research also runs FlexiBus – a studywhich gives Clients’ the advantage and of quick turnaround on a few criticalquestions and the flexibility to study the Target Group in markets of their choiceat the cost of an OmnibusIMRB International Divisions: BIRDBIRD, the Business & Industrial Research Division of IMRB International, is themarket research and consultancy division servicing B2B and industrial markets.For catering to technology markets including IT hardware, software & services
  18. 18. and Telecommunication, there is an exclusive Group within BIRD.IMRB International Divisions: BSGThe Brand Science Group (BSG) is a new unit at IMRB International thatprimarily focuses on Brand and Communication Research. Over the last fewyears IMRB Brand Science has been working towards the development ofvarious tools that would help us get a better understanding of the Brand and itscommunication in an Indian Context.IMRB International Divisions: CSMMCustomer Satisfaction Management & Measurement (CSMM) is an independent,specialist unit of IMRB International. CSMM is an exclusive member of theWalker Information Global Network (WIGN) in the Indian subcontinent.
  19. 19. IMRB International Divisions: Media & Panel GroupMedia and Panel is an independent, specialist unit of IMRB International,incorporated in 1992. MPG handles different kinds of research both syndicatedand customized. MPG has 4 different verticals: Consumer Panel (MarketPulse),Retail Unit, Media Unit, Mindtech Software and Systems.IMRB International Divisions: PQRProbe Qualitative Research is one of Indias leading qualitative research groupsand has executives specially trained in India and overseas in qualitativeresearch methods.Drawing on learning from ethnography, psychology and anthropology. It hascreated an array of validated tool-kits.
  20. 20. IMRB International Divisions: Quantitative ResearchIMRB Internationals Customized Quantitative Research Division offers customresearch solutions using quantitative methods to clients in India and abroadthrough its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai.
  21. 21. CHAPTER 3. MAIN CHAPTERAbout Fiama Di WillsIn September 2007, ITC launchedFiama Di Wills, a premium range of personalcare products comprisingshampoos, conditioner, shower gel sand soap.Thispremium range is a unique blend of nature and science that promises gentleeffective care. It is an outcome of 4 years of extensive research and development by experts atITC R&D Centre. The packaging for all Fiama Di Wills products has beendeveloped by a leading European design firm and the fragrances havebeendeveloped by an international fragrance house inFrance.Fiama Di WillsShampoosdeveloped in collaboration with tech Labs Inc., USA, offers a range of fivevariants. Each of these is designed to deliver a specific hair benefit to theconsumer :Everyday Mild(with extracts of Thyme & Juniper) is a gentle caringshampoo suitable for dailyuse.Aqua Balance(with extracts of Magnolia Blossoms & Watercress) is agentle moisturizingshampoo ideal for dry, dull hair.Volume Boost(with extracts of Rosemary & Sage) is a gentlevolumizing shampoo ideal forthin, limp hair.
  22. 22. Silky Strong(with oils of Macadamia Nut and Babassu) helps makehair smooth, silky andstrong and is ideal for weak, damaged hair.Shine in Style(with extracts of Chamomile and Green Tea) makes hair shiny and manageable, easyto style and is ideal for dull to normal hair. Each of these shampoos can becomplemented with Fiama Di Wills Polishing Drops conditioner. This gentleconditioner enriched with Avocado Oil and Burdock extract promises to makehair shiny, soft and smooth. It also gives the additional benefits of UV protectionas it contains Sunflower Seed extract, which is a natural UV absorber. The FiamaDi Wills product line also consists of a 3-variant range of transparent showergels which are unique as they come with suspended beads: •Mild Dew (enriched with soft beads, peach and avocado extracts) is for soft, moisturized skin. •Clear Springs (enriched with jojoba beads, sea weed and lemongrass extracts) is for clear healthy skin.The Fiama Di Wills range of soaps has been launched under the sub - brandSkinSense.The first variant to be introduced in this range isSoft Green.This is a gentle caring soap, which helps enhance retention of skin proteinsmaking skin look beautiful and youthful. Between February and June 2008, ITCexpanded its personal care portfolio with the launch of Vivel Di Wills and Vivelbrands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps andshampoos, cater to the specific needs of a wide range of consumers
  23. 23. Harmful Soaps Effects ingredients Dries and irritates skin, stripping Isopropyl alcohol its moisture and immune barrier. Dettol Sodium chloride Eye and skin irritation if used in too high concentrations Cancer forming, asthma, allergies, headaches, vomiting, dizziness to Fragrance skin, discoloration, birth defects Dove Titanium Dioxide Carcinogen Cocamidopropyl Betaine Itching, burning and blistering of skin Causes dermatitis, kidney & liver Propylene glycol abnormalities, may inhibit skin cell growth and be irritating to the Fiama skin di wills Fragrance, Glycerin, Sodium chloride, Cocamidopropyl BetaineThe following table gives the comparison between the soaps in terms ofingredients. The factors considered are harmful ingredients in the soaps andthe effects caused by the ingredients. brand of Soap do you use
  24. 24. Bathing –soaps Respondents Lux 41 Hamm 3 Fiama di wills 14 Nima 8 Others 34AWARENESS OF FIAMA DI WILLSFrom the above data it can be seen that 70 percent of the respondents whoparticipated in the survey are aware of fiama di wills. since its launch inSeptember 2006, the company has promoted the brand aggressively andhas ceated a lot of awareness through various means of marketing
  25. 25. always buy the same brand of Soap Particulars Respondents Yes 57 No 43USAGE OF FIAMA DI WILLSEven though there are many options other than fiama di wills range in themarket, almost 50 percent of the respondents used the product atleast onepoint of time, remaining 30 percent have not tried the product at all while20 percent of the respondents didn’t mention on their usage.
  26. 26. factors do you normally consider while purchasing a particular brand of Soap Factors Bathing soap Fragrance 19 Quality 33 Company image 16 Price 23 Packaging 6 Others 3REASONS FOR CHOOSING FIAMA DI WILLS
  27. 27. For any brand to be succesfull in the personal care category, it should meet the requirements of the consumer and should give the value that he or she desires from the brand. 40 percent of respondents have said that they use fiama di wills as it gives them value for money proposition. 20 percent have said that they get variety of options in fiama di wills, while 20 percent of the belief that because of availability of products conveniently they buy fiama di wills, and remaining 20 percent said because of affordability they use fiam di wills.OVERALL QUALITY OF USING FIAMA DI WILLS
  28. 28. Fiama di wills is known for offering quality and 40 percent of the respondents said that the quality of fiama di wills is good, 30 percent believed that its fair in terms of quality, and needs to be upgraded. Remaining 20 percent said that the qulaity of fiama di wills is excellent.ALTERNATIVES TO FIAMA DI WILLSFiama di wills has tough competition in personal care category, and whenasked to responents about which other alternative they consider apartfrom fiama di wills, then 30 percent said they prefer garnier and adidas,while 20 percent said they prefer lux and others brands.
  29. 29. In line with ITCs aspiration to be Indias premier FMCG company,recognized for its world-class quality and enduring consumer trust, ITCforayed into the Personal Care business in July 2005. In the short periodsince its entry, ITC has already launched an array of brands, each of whichoffers a unique and superior value proposition to discerning consumers.Anchored on extensive consumer research and product development, ITCspersonal care portfolio brings world-class products with clearlydifferentiated benefits to quality-seeking consumers. ITCs Personal Careportfolio under the Essenza Di Wills, Fiama Di Wills,Vivel Di Wills VivelUltraPro brands has received encouraging consumer response and is beingprogressively extended nationally.ITCs state-of-the-art manufacturing facility meets stringent requirementsof hygiene and benchmarked manufacturing practices. Contemporarytechnology and the latest manufacturing processes have combined toproduce distinctly superior products which rank high on quality andconsumer appeal. Extensive insights gained by ITC through its numerousconsumer engagements have provided the platform for its R&D andProduct Development teams to develop superior, differentiated productsthat meet the consumers stated and innate needs. The productformulations use internationally recognised safe ingredients, subjected tothe highest standards of safety and performance.
  30. 30. Findings from the project:FMCG industry occupies the fourth largest place in indian economy, andPersonal care segment is major revenue earner of fast moving consumergoods companies, and with the consumer behaviour changing drastically fromtime to time, many companies are now focussing on offering quality productsat an affordable price.Itc has launched the fiam di wills variant keeping in mind the aspirationalurban consumer mindset and it has taken a lead over other competitors interms of innovation.The company focusses mostly on research and based on that they launchvarious products, since men grooming segment is growing at a rapid pace, thecompany has launched fiama di wills men exclusively for men.In terms of awareness, many people are aware as they are doing a massive adcampaigns acros the country.The Personal Care Products business product offerings under the Essenza DiWills, Fiama Di Wills, Vivel and Superia brands continued to gainconsumer franchise with revenues growing significantly during the quarter.The business continues to launch new products that deliver various consumerbenefits in the soaps, shampoos and skin care categories.During the quarter, the business launched Vivel Clear 3 in 1 soap whichoffers a unique three-fold benefit by providing germ protection,moisturisation and nourishment. In the shampoos segment, the businesslaunched the Fiama Di Wills range of hair care treatment in three variants viz.,Anti Hair fall Control Shampoo with Conditioner and Serum, Colour DamageControl shampoo with Conditioner and Serum and Total Damage Controlshampoo with Conditioner which are enriched with rare natural oils andincorporate damage repair technology. These are being rolled out to selectmarkets and have been well received by consumers. With continuingextensions to target markets, Vivel Active Fair fairness cream has garnered ahealthy market share in launch markets. Fiama Di Wills with its new AquaPulse Bath Care line of shower gel and bathing bar and Vivel with its newproduct variants - Vivel Luxury Crème, Vivel Healthy Glow, Vivel Sandal
  31. 31. Glow - rolled out earlier this year, continued to be well received by theconsumer and are being extended to more target markets.The business foray into the domestic Talc market with the launch of Fiama DiWills Face and Body Talc in select markets has been well received.The business continues to leverage its state-of-the-art manufacturing facilitiesand make investments in product innovation, quality and R&D aimed atdelivery of specific consumer benefits. It is also continuously enhancing thequality of engagement with consumers through efficient deployment of media,direct contact and promotional activities across conventional and new ageconsumer connect avenues.FMCG are such a market where the level of loyalty remains low and this isbecause of many reasons.Quality as the most influencing factors in the purchase decision while price isalso an important for purchase decision.Schemes always attract more and more consumers towards particular brand.Simultaneously it gives idea about the factors which consumers look most inthe product before they make final decisionPrice off and extra quantity is the two main offers/schemes which consumershave came across at the time of purchaseTV as the best media to market the product which will cover majority of theviewer ship. On the second place it shows news papers as the media topromote the product in the marketPeople are not much aware of the schemes which continue in the market itmay be because of the present stock of the product at their place.Companies need to create sufficient awareness about sales promotionschemes through mass media in order to create awareness. FMCG productsare low involvement products characterized by switching behavior. Also theperson going to the shop for the purchase of soap is the final decision makerof the brand. Hence it is essential that companies need to design attractive,striking, visible POPs for scheme announcements.
  32. 32. With respect to nature of scheme, the finding suggested that premium (freegift) was popular with companies. While both retailers and consumerspreferred price offs. So it is necessary that the perceived value of a free gifthas to be appealing and high for the target consumers.Repetitive use of the same premium for a prolonged period may have negativeeffect on the loyal customers. When the company is giving its own productfree as premium, it needs to ensure the quality of the product from it as it islikely to jeopardize the image of both its products.
  33. 33. CONCLUSIONSales Promotion has ceased to be major differentiator at least in the metros,with almost all companies offering similar freebies and gifts. As a result nowmarketers have to find out some innovative ways of sales promotion todifferentiate from competitors. Currently Price off and Bye one get one freeoffers are very effective to attract the consumers towards the products.We have noted that these kind of promotional tools are useful for short termincrease in sales and to induce first trial. These types of promotional schemesshould be consistent and changed from time to time depending upon seasonand competitor’s schemes.With the Increasing number of supermarket, the branded packaged goodswork as silent sales person. So in such stores, sales promotion plays a moreeffective role in stimulating consumers’ demands.With the increase in disposable income, and due to more health consciousnesslifestyle of consumer, men are becoming more aware of their looks and nowwant to spend more on their health and wellness services. Now men areincreasingly becoming conscious and competes equally with women in termsof looking good.
  34. 34. Fiama di wills positions itself as a premuim brand and caters to diverse targetgroups, the men grooming segment is man emerging category and all themajor players are entering into the category.In the current scenario where there are many players operating in the samecategory and increase of consumer wants and needs force the companies tocome up with new and revolutionary products from time to time.ITC since is a conglomerate entered into this segment with a purpose and toleverage its brand position and to generate more profits, however it has toughcompetitors like HUL, Dabur, Marico, and wipro among other samllcompanies.Almost all the companies are generating profit more from the rural areas thanfrom the urban cities so ITC in order to increase its presence in the market itshould target the bottom of the pyranid market with different variants byoffering great vaule for money products.
  35. 35. QuestionnariePersonal Details1) Name: - ___________________________________________________________2) Education qualification:- ________ 3)Occupation: - ____________4) Age group:- 20-30 30-40 40 and above5) Address :6) Contact number:.....................7) Monthly household income :- a) 10,000 – 20,000 b) 21,000 – 30,000 c) 30,000 – above
  36. 36. 1-Have you ever heard of fiama di wills range of products? Yes no2-have you ever used fiama di wills products? Yes no3- Which brand of Soap do you use?Bathing –soaps RespondentLuxFiama di willsLifebuoyNirmaOthers4- Which factors do you normally consider while purchasing a particularbrand of Soap Bathing Factors soap Fragrance Quality Company image Price
  37. 37. Packaging Others5- Have you ever used Fiama di wills men exclusively designed for men? Yes no6- your main reason of choosing Fiama di wills men over other brands?Particulars RespondentYesNo Affordability Value for money Variety Availability7- Do you consider promotional schemes while purchasing a particular brandof Soap ?8- How often do you use the Fiama di wills men products? Once a week once a fortnight once a month9- Do you feel still there is any scope for improvement to enhance the brandvalue? If yes what? Yes no
  38. 38. 10- Which medium do you feel is suitable to promote the various promotionalschemes?Source RespondentRadioTVNewspaperHoardingOthers BIBLIOGRAPHY • www.imrbint.com • www.itcportal.com • www.google.com

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