Fiama Di Wills is a personal care brand owned by ITC that offers shampoos, conditioners, bathing bars, and shower gels. It introduced its Fiama Di Wills soap in 2002, which combines natural elements with science to provide gentle and effective care for the skin. The soap range focuses on delivering a sensuous bathing experience and soft skin through a blend of nature and science. It targets middle and upper middle class men and women in metro, urban and rural areas across all age groups.

1. CASE STUDY on fiama di wiils unique product by itc
Presented by:
nehakumari

2. Saga of fiama di wills
• 1910-ITC Limited Established as imperial tobacco company of India limited.
• 27 October 1954- ITC went on public
• 1970- renamed as the Indian Tobacco Company limited . The earlier decades of the
company's activities centred mainly around tobacco products. In the 1970s, it
diversified into non-tobacco businesses.
• 1975-the company acquired a hotel in Chennai, which was renamed the 'ITC-
Welcomgroup Hotel Chola' (now renamed to My Fortune, Chennai).
• 1985- ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepali and British joint
venture.
• 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.
• 2001- ITC introduced the Kitchens of India brand of ready to eat gourmet Indian
recipes.
• 2002- ITC entered the confectionary and staples segments and acquired the
Bhadrachalam Paperboards Division and the safety matches company WIMCO
Limited
• 2003-ITC entered the Agarbattis (incense sticks) business.

3. introduction
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 Soap which offer the benefit of gentle and effective care by
combining elements of nature and science. 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.

4. SEGMENTATION
Demographic
• Focuses on all age group of women above 18 years.
• Women who are sensitive about there skin and want to look beautiful
• Middle class and upper middle class men and women
Geographic:
Metro city, urban area and rural
Behavioural
All age group

5. Targeting
• Di wills aim is to create psychology in women
where beauty incorporates all ages body shapes
and size.
• Target middle class and upper middle class who
have the ability and willingness to pay 32 INR
for soap
• Generate the hope of looking young

6. positioning
• blend of "nature and science“
• sensuous bathing experience and irresistible soft
skin
• Deepika Padukone endorses the product.

7. SPLATTER LESS SPLATTER
HIGH PRICE
LOW PRICE

8. THANK YOU