Fiama-di-Wills is a premium bath care brand owned by ITC that offers shampoos, conditioners, soaps, and shower gels. The products use natural ingredients like sage and magnolia blossoms combined with hair restoration technologies. The brand targets youth and young families who care about beauty, across demographics and geographic regions in India, with affordable pricing between Rs. 33 to Rs. 120. Fiama-di-Wills positions itself as providing gentle daily care and its tagline "Beautiful You Today, Tomorrow" signifies long-term benefits to users.

1. S.T.P
OF
FIAMA-DI-WILLS
BY
VAMSI KRISHN
PGDM 2

2. ITC COMPANY PROFILE
• ITC Business includes 5 Segments
 Fast Moving Consumer Goods(FMCG)
Hotels
Paperboards & Packaging
Agri business
Information Techonology

3. ITC PROFILE
• It was established in 1910 and companies activities mainly
on tobacco products.
• In 1970, it diversified into non-tobacco products.
• In 2005, it entered into Body care Products., as Fiama-di-wills
 perfumes
Hair care
Skin care categories

4. ABOUT FIAMA-DI-WILS
• Fiama Di Wills is a range of bath care products especially
designed for consumers who seek to indulge themselves in
premium experiences through products and services. The
brand offers a range of shampoos, conditioners, soaps and
shower gels that combine exotic natural elements like sage,
watercress and magnolia blossoms with contemporary
technology like hydro restorative system, hair restore
technology and the cuticle restore technology. The products
are priced between Rs 33 and Rs 120.

5. Segmentation
Demographic Geographic
Age,
Gender,
City,
Rural &
Semi Urban

6. TARGETING
Targeted mainly to the youth.
And also the Young Families
Mainly to the people who takes more care about their
beauty.
Targeted to each and every class of people by offering the
product in AFFORDABLE PRICE i.e@Rs.32/-

7. AFFORDABLE
EXPENSIVE
NON
BEAUTY
CONCIOUS
BEAUTY
CONCIOUS

8. POSITIONING
GEL BATHING BAR was the recipient of the PRESTEIOUS
PRODUCT OF THE YEAR award in 2010 in the SOAP
CATEGORY.
FIAMA-DI-WILLS is POSITIONED as GENTLE CARE GEL
BAR THAT CAN BE USED EVERY DAY.
Its Tag Line Is “BEAUTIFUL YOU TODAY, TOMORROW”.
• THE TAG LINE SIGNIFIES THE LONG-TERM BENEFIT
• OF USING THIS BRAND

9. THANK YOU