The Case study of this Soap Gel Bar explains how ITC deeper Penetration of Distribution Channel helped this FMCG product grow and reach in market so easily.

1. ITC
DINKER VAID
PGDM 2
FIAMA
DI WILLS
CASE STUDY ANALYSIS

2. ITC was incorporated on August 24, 1910
under the name Imperial Tobacco
Company of India Limited.
One of India's premium private player
with an experience of 100 years
Large and establish distribution network
with an market capitalization of us $ 15
billion.
Annual turnover of us $ 4.75.
It enter into the personal care segment in
2005.
It has a vast diversification.

5. SWOT Analysis
1. Different variants – Every Day Mild,
Aqua Balance, Volume Boost.
2. Movie stars and celebrities as brand
ambassadors, so the product is
identifiable and popular among
girls/women.
3. The brand boasts of the R&D from ITC
Research center in collaboration with
leading US based personal care research
labs
4. Effective use of both push and pull
strategy.

6. Segmentation
• Age
• Middle class wants premium
experience
• Natural element seekers
• Skin conscious

7. TARGETIN
G
For Modern Aware
Customers who want
themselves feel live and
Beautiful.
YOUTH
Targeting URBAN and RURAL
AREA through Media and
Advertisements.

8. TARGETING
It tends to target the young, urban,
aspirational women. Its core target group is
the upper and mid segment urban consumers.
Group synergy: Besides, being retailed at
departmental stores, it is also present at Wills
Lifestyle stores, & ITC hotels
Communication strategy: Mostly, it has
communication in the language of the young
urban woman professionals i.e. English,
which is aspirational in nature.
Group synergy: Besides, being retailed
at departmental stores, it is also present
at Wills Lifestyle stores, & ITC hotels.
It tends to target the young, urban, aspirational
women. Its core target group is the upper and
mid segment urban consumers.

9. Brand ambassadors: Sophisticated,
young, having arrived & beautiful
Deepika Padukone is used to further the
brand recall.
PACKAGING: It has premium
packaging to compete with Dove. It has
been designed with the help of
American packaging experts.

10. Positioning
• In Mind Of customers as
product produced from
NATURE+SCIENCE which cares
the skin.
• Stylish Packaging for making it
feels like a premium category in
Competitors
Pears
Dove

11. ECONOMY PREMIUM
More Users
LESS Users
NO.1

12. POSITIONING
WE Can Infer : FIAMA DI WILLS is in
Premium Range Categories.
The company spent close to four years
researching at its center in Bangalore before
the first product from the personal care
stable rolled out. “That why their products
have been accepted by the consumer.
No other Such bar Gel exists so positioned at the
best.
It's a perfect mix of nature and science.

13. Some number crunching will establish
that the cigarette-to-hotels major has
indeed made inroads into an intensely
competitive market often marked by
pressured margins.
ESPITE being a late entrant, ITC’s
personal care business has notched up
market share of about 7 per cent (volume)
in soaps, and around 5.4 per cent in
shampoos, ITC has 8%
share of the pie.
Approx 4000CR.
FACTS

14. THANKYOU