FIAMA DI WILLS SEGMENTATION TARGETING AND POSITIONING AND SWOT ANALYSIS

1. Fiama Di Wills STP
Made By-
ANJALI MEHTA
PGDM/1504

2. 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.

3. • 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.

4. 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

5. SEGMENTATION
1. Age below16 16-40 yrs(youth) above 40
2. Income level – high middle class low
3. Skin care- skin conscious & not so conscious
4. Awareness- curious about research and nature lovers &
incurious
5. Soap experience- seeking regular bath & seeking luxury
bath experience

6. TARGET MARKET-SKIN CONSCIOUS,YOUNG, MODERN &
AWARE MIDDLE CLASS MEN AND WOMEN WHO WANT TO
LOOK BEAUTIFUL

7. 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

8. STRENGTH- 1) Very Affordable
2) Travel Friendly
3) Lathers nicely
4) Cleanses the skin effectively
5) The dent at the back helps to hold the
soap easily
6) Does not leave behind a slippery feeling
7) Mild Fragrance
9) Great packaging
10) Good marketing
OPPORTUNITY-new brand with immense
growth opportunity
WEAKNESS-1) Contains SLS
2) Dries out the skin slightly
3) Leaves a whitish cast behind
4) Fragrance does not linger on
5) As the soap gets thinner, it breaks up into
small pieces
6)product not popular with men
THREATS- shift in consumer preferences,
tough competition in the market