Segmentation Targeting Postioning

1. STP OF FIAMA DI
WILLS
MADE BY:
SAKSHI BANSAL
PGDM2/1529

2. ITC(IMPERIAL TOBACCO COMPANY )
• ITC LIMITED OR ITC IS AN INDIAN
CONGLOMERATE HEADQUARTERED IN KOLKATA. ITS
DIVERSIFIED BUSINESS INCLUDES FIVE SEGMENTS:
FAST MOVING CONSUMER GOODS (FMCG), HOTELS,
PAPERBOARDS & PACKAGING, AGRI BUSINESS &
INFORMATION TECHNOLOGY.

3. FIAMA DI WILLS
• FIAMA DI WILLS IS AN INDIAN PERSONAL CARE BRAND
OF ITC THAT OFFERS SHAMPOOS, CONDITIONERS,
BATHING BARS AND SHOWER GELS. FOLLOWING THE
SUCCESSFUL LAUNCH OF FIAMA DI WILLS SHAMPOOS
AND SHOWER GELS, ITC HAS NOW INTRODUCED FIAMA
DI WILLS SOAPS WHICH OFFER THE BENEFIT OF
GENTLE AND EFFECTIVE CARE BY COMBINING
ELEMENTS OF NATURE AND SCIENCE.

4. FIAMA DI WILLS CONT.
• THE PRODUCT RANGE FOCUSES ON A BLEND OF
"NATURE AND SCIENCE" ACROSS ITS PORTFOLIO OF
PRODUCTS, RESULTING FROM FOUR YEARS OF
INTENSIVE RESEARCH. A SENSUOUS BATHING
EXPERIENCE AND IRRESISTIBLE SOFT SKIN IS WHAT THE
“FIAMA DI WILLS GEL BAR” BOASTS OF! CHARMING
CELEBRITY MODEL-CUM- ACTRESS DEEPIKA PADUKONE
ENDORSES THE PRODUCT.

5. 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 that can be
used everyday
Segmentation Targeting And
Positioning

6. Gental
care
Natural
care
Expensive
Affordable