1. PROJECT REPORT
ON
STUDY 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. A PROJECT REPORT ON
STUDY 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. I hereby declare that the project report entitled “STUDY OF THE
AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND’’
carried out at“IMRB INTERNATIONAL” is my work submitted in partial
fulfillment of the requirement for Degree of MASTER OF MANAGEMENT
STUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS
SCHOOL, 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. This is to certify that the project entitled “STUDY OF THE AWARENESS
AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND” is successfully
completed by “Ankit kumawat” during the second year of his course, in partial
fulfillment of the Masters Degree in Management Studies, under the
University of Mumbai, through KOHINOOR BUSINESS SCHOOL,
Kurla,Mumbai-400070.
Date:
Place: Mumbai Rachana chawla
Acknowledgement

5. To begin with firstly I would like to thank placement head of our institute
Bryan D’souza Sir, for giving us the opportunity to do summer internship
with India’s leading market research organization, imrb international.
I also would like to express my gratitude to everyone at imrb international
especially Dhananjay Maniwade Sir, Field Manager, and other Executives
Namely Manisha mam, Shwetha Mam, and Subhash Sir for their co-
operation and extended support during the project by giving their
necessary inputs required to carry out the project efficiently.
My guide Rachana chawla was very helpful during the project and the
project would not have been completed on time without the support of our
libraray and computer lab staff.
We would like to take this opportunity to extend our warm thoughts to
those who helped me in making this project a wonderful experience.

6. INDEX
1 EXECUTIVE SUMMARY
2 RESEARCH OBJECTIVE
3 RESEARCH METHODOLOGY
4 DATA SOURCES
5 LIMITATIONS
6 CHAPTER 1. INTRODUCTION
7 CHAPTER 2. COMPANY PROFILE
8 CHAPTER 3. MAIN CHAPTER
9 ANALYSIS AND FINDINGS
10 CONCLUSIONS
11 APPENDICES
12 QUESTIONNAIRE

7. EXECUTIVE SUMMARY
IMRB International (formerly “Indian Market Research Bureau”) is a
multi-country market research, survey and business consultancy firm that
offers a range of syndicated data and customized research services.
Headquartered in Mumbai, India with operations in over 15 countries IMRB is
a part of the Kantar Group, WPP’s research, insights and consultancy network.
Established in 1970, IMRB was modelled on the lines of the British Market
Research Bureau. IMRB is now a leading provider of market research and
insights across South Asia, the Middle East and North Africa with specialist
divisions in quantitative, qualitative, media, retail, industrial, customer
satisfaction, business to business and social and rural research. IMRB’s
syndicated research offerings include the Market Pulse, the National Food
Survey, Web Audience Measurement (WAM), I-Tops, and I-Cube reports.
With over 1200 employees, IMRB is one of the largest providers of market
research in India in an industry estimated to be worth a minimum of $ 187
million. As the oldest extant market research company in India, IMRB has
been responsible for establishing the first and only household panel, the first
television audience measurement system and the first radio panel in the
country and has played a key role in the development of market research in
India. It has been rated the ‘Best Market Research Company’ by MRSI an
industry body for several years.

8. RESEARCH OBJECTIVE
Following are the objectives of My study:
1. To understand the awareness among customer about fiama di wills as a
brand in mumbai
2. To study the brand positioning of fiama di wills in personal care segment.
3. What is the preference of the customer
4. How much People know about the fiama di wills
RESEARCH METHODOLOGY
Research Design
Research 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. Structured questionnaire.
Type of questionnaire: Open ended and closed ended.
Secondary Data Collection method:
Reference books.
Internet.
DATA SOURCES
The objectives outlined earlier are achieved through the accomplishment of the
following tasks - review of existing literature, formulation of a research
proposal, 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. LIMITATIONS
Data 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 need
have a large sample base. sample size is only 100.
The survey is limited to the geographical areas covering various parts in
Mumbai only.
Respondent may give biased answer due to some lack of information about
other brands.
Findings of the study are based on the assumption that the respondents have
given correct information.
The language problem will be come under the study.

11. CHAPTER 1. INTRODUCTION
In September 2007, ITC launched Fiama Di Wills, a premium range of
personal care products comprising shampoos, conditioner, shower gels,
bathing bar and face and body Talc. The Fiama Di Wills range combines the
goodness of nature and science, providing gentle and effective care. The
Fiama Di Wills product portfolio has been developed by scientists at the ITC
R&D Centre, leveraging the expertise of International product formulation
specialists. The fragrances, aesthetics and packaging have been developed in
collaboration with European specialists. Fiama Di Wills products are targeted
at the young, modern, aware customers who are confident of themselves and
seek indulgences that make them feel alive and beautiful.
Fiama Di Wills Hair Care Range consists
of the Colour Damage Repair System,
the Anti Hair Fall System and the Total
Damage Repair System. Each range has a
shampoo, a conditioner and a serum. Made
from the goodness of Nut Oils and Restore
System 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. Fiama Di Wills Shower Gels & Shower Gel Bars
product range includes the Exotic Dream, the
Clear Springs and the Mild Dew. They all have
natural ingredients and scientific beads that make
the skin beautiful and soft. The ITC Research and
Development has found a revolutionary method –
the Liquid Crystal Freezing technology to freeze
the goodness of these shower gels in a soap. Now
one can actually experience the beauty of a
shower 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 its
fragrance is as refreshing as the European Air.
Fiama Di Wills Australian Care in Sun combats UV rays and gives the
confidence to celebrate sunshine, while protecting the skin and leaving it
fragrant.
Fiama Di Wills Men
Fiama Di Wills Men's bath care range is enriched with Sea
Minerals and Blue Lotus extracts . It keeps one rejuvenated
and 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 even
more.

13. In line with ITC's aspiration to be India's premier FMCG company, recognized
for its world-class quality and enduring consumer trust, ITC forayed into the
Personal Care business in July 2005. In the short period since its entry, ITC
has already launched an array of brands, each of which offers a unique and
superior value proposition to discerning consumers. Anchored on extensive
consumer research and product development, ITC's personal care portfolio
brings world-class products with clearly differentiated benefits to quality-
seeking consumers. ITC's Personal Care portfolio under the Essenza Di Wills',
'Fiama Di Wills','Vivel Di Wills' 'Vivel UltraPro brands has received encouraging
consumer response and is being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements
of hygiene and benchmarked manufacturing practices. Contemporary
technology and the latest manufacturing processes have combined to produce
distinctly superior products which rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer
engagements have provided the platform for its R&D and Product
Development teams to develop superior, differentiated products that meet the
consumer's stated and innate needs. The product formulations use
internationally recognised safe ingredients, subjected to the highest standards
of safety and performance.

14. CHAPTER 2. COMPANY PROFILE
IMRB is the vision of Mr. Subhas Ghoshal, the legend We are a part of WPP
which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion; revenue
company with 138,000 employees in 2400 offices across 107 countries.
Kantar is WPP’s research, insight & consultancy network. Kantar was founded
in 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 95
countries.dary head of HTA (now JWT). We are born out of conviction that
good advertising can only be built on sound consumer insight. We are the
University of the Indian market research. We are one of the top 20 Market
Research companies in the world. IMRB was set up in 1970, a full 37 years
after 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 fosters
innovation and we also contribute to academia and policy makers. We have
developed a sustainable working environment that is good and fair to us and
our clients. We have the largest team of researchers and analysts with around
4 decades of leadership in the region. We have 26 offices in 12 countries each
of them equipped with specialized units by research methods and industry
sector. We have 4.4 million customer interactions every year.

15. Our Methods and Philosophy
Our perspective is unique. Our approach is refreshing. And our solutions
provide a comprehensive response to our client’s needs, not packaged data
but custom solutions for clients. We offer services with the integration of
qualitative and quantitative tools.
We are designed in India for India, our measures and scales are created to
maximize sensitivity. We work together with TGI, Web-I, IMRB Retail, Market
Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by
combining consumer understanding and brand knowledge with intuition and
innovation.
Our Achievements - Our Goals
IMRB has demonstrated its vision and leadership in the Indian market by
establishing several industry wide measurement and rating systems. Notable
amongst these is our pioneering role in establishing India’s first TV rating
system (TAM) and the creation of social economic classification (SEC) system
in India.
We have won several prestigious awards. Amongst them the most noteworthy
being the MR Agency of the year from 2005-2009. We have presented cutting
edge research for several years at international forums including ESOMAR
and won awards for our efforts. We have also been awarded the WPP’s Atticus
award jointly with JWT.
Our Divisions
IMRB International has been offering specialised research services for around
4 decades to clients in India and overseas. IMRB International operates out of
its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore
and is supported by 15 other regional centers for collection of survey
information.

16. IMRB International has eleven specialist units:
Abacus Business Operations: ABO
Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit
of IMRB International. It has the largest Custom research fieldwork and data
collection capabilities in the country. With over 200 full time employees
managing and supervising the work of over 4000 interviewers on any given
day, we conduct over 4 million interviews annually. Over and above this, we
interview another 1.5 million + telephonically.
IMRB International Divisions: ABACUS MARKET ANALYTICS
ABACUS MARKET ANALYTICS unit offers a wide range of services to all the
research units in IMRB. These include data processing, charting, statistical

17. analysis, database management and updation, software development and
testing.
Abacus Research
Abacus Research looks after the domestic and International Field and tab
business. They service Clients and Research Agencies which have their own
Research 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 a
seasoned and highly experienced Operations Director. This team also has the
experience of managing the largest number of automotive clinics and have a
protocol set up for the same. Abacus Research also runs FlexiBus – a study
which gives Clients’ the advantage and of quick turnaround on a few critical
questions and the flexibility to study the Target Group in markets of their choice
at the cost of an Omnibus
IMRB International Divisions: BIRD
BIRD, the Business & Industrial Research Division of IMRB International, is the
market research and consultancy division servicing B2B and industrial markets.
For catering to technology markets including IT hardware, software & services

18. and Telecommunication, there is an exclusive Group within BIRD.
IMRB International Divisions: BSG
The Brand Science Group (BSG) is a new unit at IMRB International that
primarily focuses on Brand and Communication Research. Over the last few
years IMRB Brand Science has been working towards the development of
various tools that would help us get a better understanding of the Brand and its
communication in an Indian Context.
IMRB International Divisions: CSMM
Customer Satisfaction Management & Measurement (CSMM) is an independent,
specialist unit of IMRB International. CSMM is an exclusive member of the
Walker Information Global Network (WIGN) in the Indian subcontinent.

19. IMRB International Divisions: Media & Panel Group
Media and Panel is an independent, specialist unit of IMRB International,
incorporated in 1992. MPG handles different kinds of research both syndicated
and customized. MPG has 4 different verticals: Consumer Panel (MarketPulse),
Retail Unit, Media Unit, Mindtech Software and Systems.
IMRB International Divisions: PQR
Probe Qualitative Research is one of India's leading qualitative research groups
and has executives specially trained in India and overseas in qualitative
research methods.
Drawing on learning from ethnography, psychology and anthropology. It has
created an array of validated tool-kits.

20. IMRB International Divisions: Quantitative Research
IMRB International's Customized Quantitative Research Division offers custom
research solutions using quantitative methods to clients in India and abroad
through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai.

21. CHAPTER 3. MAIN CHAPTER
About Fiama Di Wills
In September 2007, ITC launchedFiama Di Wills, a premium range of personal
care products comprisingshampoos, conditioner, shower gel sand soap.This
premium range is a unique blend of nature and science that promises gentle
effective care.
It is an outcome of 4 years of extensive research and development by experts at
ITC R&D Centre. The packaging for all Fiama Di Wills products has been
developed by a leading European design firm and the fragrances have
beendeveloped by an international fragrance house inFrance.
Fiama Di Wills
Shampoos
developed in collaboration with tech Labs Inc., USA, offers a range of five
variants. Each of these is designed to deliver a specific hair benefit to the
consumer :
Everyday Mild
(with extracts of Thyme & Juniper) is a gentle caringshampoo suitable for daily
use.
Aqua Balance
(with extracts of Magnolia Blossoms & Watercress) is agentle moisturizing
shampoo ideal for dry, dull hair.
Volume Boost
(with extracts of Rosemary & Sage) is a gentlevolumizing shampoo ideal for
thin, limp hair.

22. Silky Strong
(with oils of Macadamia Nut and Babassu) helps makehair smooth, silky and
strong and is ideal for weak, damaged hair.
Shine in Style
(with extracts of Chamomile and Green Tea) makes hair shiny and manageable, easy
to style and is ideal for dull to normal hair. Each of these shampoos can be
complemented with Fiama Di Wills Polishing Drops conditioner. This gentle
conditioner enriched with Avocado Oil and Burdock extract promises to make
hair shiny, soft and smooth. It also gives the additional benefits of UV protection
as it contains Sunflower Seed extract, which is a natural UV absorber. The Fiama
Di Wills product line also consists of a 3-variant range of transparent shower
gels 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 - brandSkin
Sense.
The first variant to be introduced in this range isSoft Green.
This is a gentle caring soap, which helps enhance retention of skin proteins
making skin look beautiful and youthful. Between February and June 2008, ITC
expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel
brands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps and
shampoos, cater to the specific needs of a wide range of consumers

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 Betaine
The following table gives the comparison between the soaps in terms of
ingredients. The factors considered are harmful ingredients in the soaps and
the effects caused by the ingredients.
brand of Soap do you use

24. Bathing –soaps Respondents
Lux 41
Hamm 3
Fiama di wills 14
Nima 8
Others 34
AWARENESS OF FIAMA DI WILLS
From the above data it can be seen that 70 percent of the respondents who
participated in the survey are aware of fiama di wills. since its launch in
September 2006, the company has promoted the brand aggressively and
has ceated a lot of awareness through various means of marketing

25. always buy the same brand of Soap
Particulars Respondents
Yes 57
No 43
USAGE OF FIAMA DI WILLS
Even though there are many options other than fiama di wills range in the
market, almost 50 percent of the respondents used the product atleast one
point of time, remaining 30 percent have not tried the product at all while
20 percent of the respondents didn’t mention on their usage.

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 3
REASONS FOR CHOOSING FIAMA DI WILLS

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. 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 WILLS
Fiama di wills has tough competition in personal care category, and when
asked to responents about which other alternative they consider apart
from fiama di wills, then 30 percent said they prefer garnier and adidas,
while 20 percent said they prefer lux and others brands.

29. In line with ITC's aspiration to be India's premier FMCG company,
recognized for its world-class quality and enduring consumer trust, ITC
forayed into the Personal Care business in July 2005. In the short period
since its entry, ITC has already launched an array of brands, each of which
offers a unique and superior value proposition to discerning consumers.
Anchored on extensive consumer research and product development, ITC's
personal care portfolio brings world-class products with clearly
differentiated benefits to quality-seeking consumers. ITC's Personal Care
portfolio under the Essenza Di Wills', 'Fiama Di Wills','Vivel Di Wills' 'Vivel
UltraPro brands has received encouraging consumer response and is being
progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements
of hygiene and benchmarked manufacturing practices. Contemporary
technology and the latest manufacturing processes have combined to
produce distinctly superior products which rank high on quality and
consumer appeal. Extensive insights gained by ITC through its numerous
consumer engagements have provided the platform for its R&D and
Product Development teams to develop superior, differentiated products
that meet the consumer's stated and innate needs. The product
formulations use internationally recognised safe ingredients, subjected to
the highest standards of safety and performance.

30. Findings from the project:
FMCG industry occupies the fourth largest place in indian economy, and
Personal care segment is major revenue earner of fast moving consumer
goods companies, and with the consumer behaviour changing drastically from
time to time, many companies are now focussing on offering quality products
at an affordable price.
Itc has launched the fiam di wills variant keeping in mind the aspirational
urban consumer mindset and it has taken a lead over other competitors in
terms of innovation.
The company focusses mostly on research and based on that they launch
various products, since men grooming segment is growing at a rapid pace, the
company has launched fiama di wills men exclusively for men.
In terms of awareness, many people are aware as they are doing a massive ad
campaigns acros the country.
The Personal Care Products business' product offerings under the 'Essenza Di
Wills', 'Fiama Di Wills', 'Vivel' and 'Superia' brands continued to gain
consumer franchise with revenues growing significantly during the quarter.
The business continues to launch new products that deliver various consumer
benefits in the soaps, shampoos and skin care categories.
During the quarter, the business launched 'Vivel Clear 3 in 1' soap which
offers a unique three-fold benefit by providing germ protection,
moisturisation and nourishment. In the shampoos segment, the business
launched the Fiama Di Wills range of hair care treatment in three variants viz.,
'Anti Hair fall Control Shampoo with Conditioner and Serum', 'Colour Damage
Control shampoo with Conditioner and Serum' and 'Total Damage Control
shampoo with Conditioner' which are enriched with rare natural oils and
incorporate damage repair technology. These are being rolled out to select
markets and have been well received by consumers. With continuing
extensions to target markets, 'Vivel Active Fair' fairness cream has garnered a
healthy market share in launch markets. 'Fiama Di Wills' with its new 'Aqua
Pulse Bath Care' line of shower gel and bathing bar and 'Vivel' with its new
product variants - 'Vivel Luxury Crème', 'Vivel Healthy Glow', 'Vivel Sandal

31. Glow' - rolled out earlier this year, continued to be well received by the
consumer and are being extended to more target markets.
The business' foray into the domestic Talc market with the launch of 'Fiama Di
Wills Face and Body Talc' in select markets has been well received.
The business continues to leverage its state-of-the-art manufacturing facilities
and make investments in product innovation, quality and R&D aimed at
delivery of specific consumer benefits. It is also continuously enhancing the
quality of engagement with consumers through efficient deployment of media,
direct contact and promotional activities across conventional and new age
consumer connect avenues.
FMCG are such a market where the level of loyalty remains low and this is
because of many reasons.
Quality as the most influencing factors in the purchase decision while price is
also 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 in
the product before they make final decision
Price off and extra quantity is the two main offers/schemes which consumers
have came across at the time of purchase
TV as the best media to market the product which will cover majority of the
viewer ship. On the second place it shows news papers as the media to
promote the product in the market
People are not much aware of the schemes which continue in the market it
may be because of the present stock of the product at their place.
Companies need to create sufficient awareness about sales promotion
schemes through mass media in order to create awareness. FMCG products
are low involvement products characterized by switching behavior. Also the
person going to the shop for the purchase of soap is the final decision maker
of the brand. Hence it is essential that companies need to design attractive,
striking, visible POPs for scheme announcements.

32. With respect to nature of scheme, the finding suggested that premium (free
gift) was popular with companies. While both retailers and consumers
preferred price offs. So it is necessary that the perceived value of a free gift
has to be appealing and high for the target consumers.
Repetitive use of the same premium for a prolonged period may have negative
effect on the loyal customers. When the company is giving its own product
free as premium, it needs to ensure the quality of the product from it as it is
likely to jeopardize the image of both its products.

33. CONCLUSION
Sales Promotion has ceased to be major differentiator at least in the metros,
with almost all companies offering similar freebies and gifts. As a result now
marketers have to find out some innovative ways of sales promotion to
differentiate from competitors. Currently Price off and Bye one get one free
offers are very effective to attract the consumers towards the products.
We have noted that these kind of promotional tools are useful for short term
increase in sales and to induce first trial. These types of promotional schemes
should be consistent and changed from time to time depending upon season
and competitor’s schemes.
With the Increasing number of supermarket, the branded packaged goods
work as silent sales person. So in such stores, sales promotion plays a more
effective role in stimulating consumers’ demands.
With the increase in disposable income, and due to more health consciousness
lifestyle of consumer, men are becoming more aware of their looks and now
want to spend more on their health and wellness services. Now men are
increasingly becoming conscious and competes equally with women in terms
of looking good.

34. Fiama di wills positions itself as a premuim brand and caters to diverse target
groups, the men grooming segment is man emerging category and all the
major players are entering into the category.
In the current scenario where there are many players operating in the same
category and increase of consumer wants and needs force the companies to
come up with new and revolutionary products from time to time.
ITC since is a conglomerate entered into this segment with a purpose and to
leverage its brand position and to generate more profits, however it has tough
competitors like HUL, Dabur, Marico, and wipro among other samll
companies.
Almost all the companies are generating profit more from the rural areas than
from the urban cities so ITC in order to increase its presence in the market it
should target the bottom of the pyranid market with different variants by
offering great vaule for money products.

35. Questionnarie
Personal Details
1) Name: - ___________________________________________________________
2) Education qualification:- ________ 3)Occupation: - ____________
4) Age group:- 20-30 30-40 40 and above
5) Address :
6) Contact number:.....................
7) Monthly household income :-
a) 10,000 – 20,000
b) 21,000 – 30,000
c) 30,000 – above

36. 1-Have you ever heard of fiama di wills range of products?
Yes no
2-have you ever used fiama di wills products?
Yes no
3- Which brand of Soap do you use?
Bathing –soaps Respondent
Lux
Fiama di wills
Lifebuoy
Nirma
Others
4- Which factors do you normally consider while purchasing a particular
brand of Soap
Bathing
Factors soap
Fragrance
Quality
Company image
Price

37. Packaging
Others
5- Have you ever used Fiama di wills men exclusively designed for men?
Yes no
6- your main reason of choosing Fiama di wills men over other brands?
Particulars Respondent
Yes
No
Affordability Value for money Variety Availability
7- Do you consider promotional schemes while purchasing a particular brand
of Soap ?
8- How often do you use the Fiama di wills men products?
Once a week once a fortnight once a month
9- Do you feel still there is any scope for improvement to enhance the brand
value? If yes what?
Yes no

38. 10- Which medium do you feel is suitable to promote the various promotional
schemes?
Source Respondent
Radio
TV
Newspaper
Hoarding
Others
BIBLIOGRAPHY
• www.imrbint.com
• www.itcportal.com
• www.google.com