Brief Dscription of ITC product, Fiama di wills Gel Soap. Soap which gives gel in form of soap.

1. Atul Gurav
PGDM2

2. • History
–Established 1910
• Diversifications
–FMCG
–Hotel
–Paperboards & Packaging
–Information Technology
–Body Care Products

3. Fiama Di Wills
• Fiama Di Wills is an Indian personal care brand of ITC that
offers shampoos, conditioners, bathing bars and shower gels.
• Recipient of the prestigious Product of the Year award in 2010
in the soap category.
• Exotic natural ingredients like Peach, Avocado, sea wood and
lemongrass.

5. Segmentation
• Demographic
– Age, Gender, Income
• Behavioural
– Occasion
• Psychographic
– Personality
• Geographic
– City
• Demographic
– 20-35yrs, M/F, Middle class family
• Behavioural
– Monthly, While travelling
• Psychographic
– Nature Lovers & Skin Cautious
• Geographic
– Urban Areas

6. Targeting
• Middle class family, Youth.
• Nature Lovers & Skin Cautious

7. Positioning
Fragrance Non-Fragrance
Natural
Artificial

8. Thank You