3. INTRODUCTION TO FIAMA DI WILLS
Fiama Di Wills is an Indian personal care brand that
offers shampoos, conditioner, bathing bars and
shower gels. It is owned by ITC Limited, an Indian
conglomeratewith a turnover of USD 6 billion.
Launched on September 15, 2007, the brand was
the second to roll out of ITC’s personal care stable.
Its USP is the blend of "nature and science" across
its portfolio of products, resulting from four years of
intensive research at the ITC Research and
Development Centre in Bangalore.
4. Fiama Di Wills Company Profile
Parent Company ITC
Category Personal Care brands-Haircare & Skincare
Sector FMCG
Tagline/ Slogan Beautiful you, today, tomorrow
USP The Fiama Di Wills range combines the goodness
of nature and science, providing gentle and
effective care.
5.
6. VALS TOPOLOGY
VALS
NEED
DRIVEN
SURVIVORS SUSTAINERS
OUTER
DIRECTED
BELONGERS EMULATORS ACHIEVERS
INNER
DIRECTED
I AM ME
EXPERIENTIALS
INTEGRATED
SOCIETALLY
CONSCIOUS
7. AIO FRAMEWORK
ACTIVITES- Knowledge and Profession related,
Recreation Related.
INTEREST- Business
Education
Community
Sports
OPINION-Socio
Political
Technology
8. Fiama Di Wills (STP)
Segment Middle class men and women.
Target Group Young, modern, aware customers who are confident
of themselves and seek indulgences that make them
feel alive and beautiful.
Positioning Shampoo which is a blend of Nature and Science
and also a Gentle Care shampoo that can be used
everyday.
9. Fiama Di Wills SWOT Analysis
Strength 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.
5. Good brand visibility and distribution; and product range offers
shampoos, conditioner, bathing bars and shower gels.
Weakness 1. Product not popular among men. Ads made the product look like
Unisex but it was targeted at both the genders.
2. Confused state of existence in the consumer’s mind.
3. With the launch of multiple products targeting various segments,
the brand needs to have a common positioning platform which
connects all the variants together.
10. Opportunity 1.Increasing consumer base with time.
2. Fiama is a young brand, in its growing
stage.
3. People are increasingly facing haircare
problems hence haircare segment is rapidly
expanding.
Threats 1. Cut throat competition from HUL.
2. People have a tendency to shift to other
products, since so many options are available.
14. Deepika Padukone - aware the
Customer about the brand, and
says Who use it looking young
& feeling Energetic,fressness.
15. These hair trends have been created specially by the
Fiama Di Wills Hair Experts,” explains celebrated hair
stylist Priscilla Corner. “I am pleased to be a part of the
Fabulous Hair endeavor with Fiama Di Wills and like the
brand, love to innovate and inspire. This show is all about
the luxurious feel of healthy hair that can be worn in any
manner”
16. Fiama Di Wills ITC’S
Leanding personal care
brand is committed to
creating innovative
products and engaging
brand experiences. The
unique show introduces
the luxurious brand feel
of Fiama Di Wills and
encourages women to
flaunt fabulous and
healthy hair.
17.
18. Poduct which are used by Reacher section
PURCHASE PATTERN
ACCORDING TO VALS & AIO
Life Style Segments
EMULATORS
ACHIEVERS
I –AM-ME
EXPERIENTIALS
STATUS ORIENTED
ACTION ORIENTED
26. Conclusion
So we see that FIAMA DI WILLS
MEN target at those customers
who are adventurous, fun loving
and party lovers professionals
who balance work as well as
fun……..
So Life is one, Live it…!!!!
