Fiama Di Wills is a personal care brand owned by ITC Limited that offers shampoos, conditioners, bathing bars, and shower gels. Launched in 2007, it was ITC's second personal care brand and was developed using four years of research. Fiama Di Wills targets metro cities and the middle class, focusing on educated working professionals and young consumers who want to feel refreshed. It positions itself as a gentle, effective daily care brand using natural extracts that moisturizes skin and provides a glowing look. The brand is promoted by actress Deepika Padukone and aims to target adventurous and fun-loving working individuals.

1. STP ANALYSIS ON
PRODUCT
“fiama DI WILLS”
Prepared by :-
NITISH MONINGI
PGDM2 1517

2. COMPANY PROFILE
 Founded by Henry Overton Wills.
 Currently headed by Yogesh Chander Deveshwar
 ITC known as Imperial Tobacco Company limited of India
was founded on 24th August, 1910.
 Later was renamed as the Indian Tobacco Company Limited in 1970
and further to I.T.C. Limited in 1974.
 Full stops in company’s name were removed Effective from 18th
September, 2001.The company now stands “ITC Limited”.
 The company completed 100 years in 2010.
 Large and establish distribution network with an market
capitalization of US$45 billion and Annual turnover of US$8.31 billion .
 Headquarters at Kolkata, West Bengal.

4. INTRODUCTION TO FIAMA DI WILLS
Beautiful You, Today, Tomorrow
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 conglomerate
company.
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.

5. Fiama Di wills -STP
Geographic :-
metro cities
Penetrating middle class also
Demographic :-
middle class will buy and get aware of it
all age groups
targeted to educated class people
Psychographic:-
generally women who are skin conscious
Behavioural:-
regular usable gel bar for all ages
customers used get moisturised skin with glow
SEGMENTING

6. TARGETING
According to the INDIAN Skin Type :-
Young and
Working
Consumers
Those who
need Refresh
time and
again
Those who
want to look
clean and
confident at
the time

7. POSITIONING
 The Brand is trying to tap
into the growing
popularity of natural
extracts and natural
ingredients.
 Fiama is positioned as
gentle care gel bar that can
be used every day because
it uses natural extracts .
 The Brand uses “Gentle
Effective Care” to signify
its positioning.
Natural
Extracts
Normalpackaging
Innovativepackaging
Non natural
Extracts
• Dettol
• lux
• Fiama
Di wills
• Joy

8. Fiama Di Wills is a Unique Product From the House of ITC
Deepika Padukone - aware the
Customer about the brand, and
says Who use it looking young,
feeling Energetic and fresh

9. CONCLUSION
As per my opinion FIAMA targeting to adventurous ,fun
loving and working professional who those want to
balance their work as well as fun.
THANK YOU