Beautiful You. Today, Tomorrow

A PROJECT ON FIAMA DI WILLS

Presented by : Shalabh chauhan Piyush agrawal Madhu agarwal Yukta rungta Monica singe Nitin Bharadwaj

CONTENTS

1. Company Overviewa) Introductionb) Missionc) Vision

2. Launching Fiama Di Wills in India3. 4 Ps4. S.W.O.T. Analysis5. Segmentation6. Targeting7. Positioning

INTRODUCTION

• ITC Limited which previously stood for ‘Imperial Tobacco Company one of India's foremost private sector companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion.

• ITC's diversified status originates from its corporate strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering.

VISION & MISSION

• Vision: Sustain ITC’s position as one of India’s most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders.

• Mission: To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.

Fiama Di Wills

Beautiful You…..Today, Tomorrow!!

4 PsProduct, Pricing, Promotion,

Place

ProductCurrently the range consists of:1. Everyday Mild

2. Aqua balance

3. Silky Strong

4. Shine In Style

5. Volume Boost

ShampoosTime to let your hair down.

Everyday MildContains extracts of thyme and juniper. Its unique formula gently cleanses off hair daily undesired buildup and makes it soft and tangle-free.

Aqua balanceContains extracts of Magnolia Blossoms & Watercress. Its Hydro Restorative System nourishes and hydrates dry and dull hair leaving it soft and moisturised.

Silky StrongContains oil of Macadamia Nut and Babassu. Its Cuticle Restore Technology smoothens rough areas of hair and increases strength.

Volume BoostContains Panthenol and extracts of Rosemary and Sage. Its unique formula gently cleanses and increases volume of thin hair, giving it body and bounce.

Shine In StyleContains extracts of Chamomile & Green Tea. Its unique Lustra Conditioning System makes hair manageable and dazzle with shine.

EVERYDAY MILD SHAMPOOPricing• ITC claims to practice value-based pricing in which the customers’

perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The price of Re 1 and 2 for Fiama DI Wills shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value.

• The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value. One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, ITC then uses target costing in order to achieve the required profits

Promotion• Build top of the line consumers’ awareness.• Creating a personality of the brand

Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product

• To increase the usage.• Conditioning benefits.• Imparts a feeling of freshness-due to fragrance.• Effectively communicate brand promise• Promotional strategy• Sponsored short films that were broadcast during popular television shows.• Media platforms used• Print media• Internet Rural Campaign• Environment Concern Ads• Music videos• Free sample distribution• Demo campaigning• Sponsorships• Enhancement of product mix• New product formulations according to changing consumer preferences• Advertising

Place

• Distribution ChannelsThe distribution channel starts from the whole sellers then the distributors. The

third party is the retailers and then finally from retailers to the consumers.

• Market CoverageITC covers a wide range of the retails Spectrum from premium outlets in the

metros to small shops in the interiors of rural India.

• Order ProcessingThe order processing is done as per the demand and supply of the product in

the market. In this category of the product the demand is increasing day by day. Therefore order processing has to be done well in advance.

• TransportationLong distance transportation is done through trucks and containers depending

o\upon the quantity of the product. Small distance transportation like distributing to the local retailers is done through small tempos.

Strength

• ITC is one of the largest organizations in India.• Company has advanced technology and well skilled professionals.• The Fiama Di Wills is a high quality product in terms of skin care.• The target market is educated, professionals and belongs to premium and

middle class.• Company totally owned, systematic distribution network, transparent

communication system.• Participative management style• Very good distribution network all over India, in all major and small cities

EVERYDAY MILD SHAMPOOS.W.O.T. Analysis

Weakness

• Competitor has strong promotional activities.

• Customers are offered better alternatives by the competition.

• Advertisement flaws-• ○Devaluation of product

○Product’s quality looses its values○Poor promotion of free samples○No unique identification of product

Oppurtunity• Population expanding at a rapid rate.• Consumers are becoming more quality conscious• Current capacity utilization is 80%, which can be further broadened with the

increase in demand.• Customer base is increasing with effective marketing.• Shampoo plus conditioner and anti-dandruff shampoos are another area

where Fiama Di Wills can earn huge profits.• Rural areas are a large prospective market where they can introduce Fiama

Di Wills

Threats•Political and Economic factors.•Partial Government policies.•High rate of competition.•Local and Foreign competition

Gender : Female

Age : 16-40

Income : Middle Income Group

Expensive : Affordable

Target Area : Urban and Sub urban – Upper middle and middle class people

Market Segmentation and Targeting

Created good position – Buyers mind – Better product attributes, price and quality

Offering product in a different way

Offering – improved quality of the product – affordable price with high branding – to position the product as one of the best competitor to the bests

Better positioning as creating a scare to HUL’s Sunsilk

Product Positioning

Organizational StructureOrganizational Structure

Flow DiagramFlow Diagram

FACTORFACTORYY

FACTORFACTORYY

CNFCNFCNFCNF

WHOLESALE WHOLESALE DISTRIBUTODISTRIBUTO

RR

WHOLESALE WHOLESALE DISTRIBUTODISTRIBUTO

RR

WHOLESALE WHOLESALE DEALER DEALER

BASEBASE

WHOLESALE WHOLESALE DEALER DEALER

BASEBASE

RETAILERRETAILERRETAILERRETAILER

CONCLUSION

• ITC promoting their brands through advertisement campaign as well as door to door promotion.

• ITC is also focusing on Retailers and Wholesalers to promote their brand.

• The demand of their product in very low, because people don’t know about their brands very well.

• ITC knows their strength and weakness in the personal care market, so they are applying new concept to overcome their weaknesses.

• ITC now offering more margins, exiting offers and long credit period to retailers and wholesalers.