Kajal Sharma Pgdm 2/1515Universal business school ,karjat

STP ANALYSIS FIAMA DI WILLS

•   Indian conglomerate headquartered in Kolkata, West Bengal.

• Established in 1910 as the Imperial Tobacco Company of India Limited, the company was renamed as the Indian Tobacco Company Limited in 1970 and further to I.T.C. Limited in 1974.

• Centered on tobacco product later shifted to non tobacco

• Its diversified business includes five segments: Fast Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri Business & Information Technology

ITC(COMPANY)

• Products

Tobacco, hotels, paperboards & specialty papers, packaging, agri-business, packaged foods &confectionery, IT, branded apparels, personal care, stationery, safety matches and other FMCG products

• In 1975- 'ITC-Welcomgroup Hotel Chola' • In 1985-ITC set up Surya Tobacco Co. in • In 2001- ITC introduced the Kitchens of India brand of ready to eat gourmet Indian recipes.• In 2002- ITC entered the confectionary and staples segments• 2003-Agarbatti business• 2005- diversified into body care products .• In 2010, ITC launched its hand rolled cigar - Armenteros• 2014- began online sales .

ITC is the only company in world to be carbon positive, water positive, and solid waste recycling positive. Almost 40% of the energy consumed in the ITC is from renewable sources today

PRODUCT LINE “FIAMA DI WILLS”

Segmentation of Fiama di wills

Geographical demographi

cbehavioural

income

density

lifestyle

• e Essenza di Wills for metros and urban

• Rural areas

age

ITC’s 62 Fiama di Wills is promoted for young women

youth

usage

• promotional activity to identify the target customer

• “Fiama Di Wills Men Face of the Year” contest. effort to take forward the national Fiama Di Wills Beautiful Face Hunt that was launched in 2008 to provide an opportunity to aspire

 Sapna Bhavnani, the Fiama Di Wills Hair Expert and celebrity hairstylist, shares hair tips, hair care regimes for seasons and the basic need for healthy, strong and beautiful hair.

•  Fiama Di Wills collaborated with Disney India to create a limited-edition pack called "Fiama Di Wills Shine in Style like Hannah Montana"

• modern and aware customers who are confident of themselves and seeks indulgences that make them feel alike and beautiful

• Middle class men and women• Young models

Positioning of fiama di wills

fiama gel bar is a blend of nature and science and also a gentle care gel bar that can be used everyday

CARE AND CURE

PREMIUMLow price

BEAUTY ENHANCEMENT

INNER CONFIDENCE

ANTI AGING

CURE

SKIN CARE

PROTECTS

MOSTURIZER

CLEAN BATH

FRESHNESS

PERFUME

FAIRNESS

CONFIDENCE

FIAMA DI WILLS SWOT ANANLYSIS

• different variants-everyday mild ,aqua balance, volume boast

• movie stars and celebrities as brand ambassador , so the product is identifiable and popular among girls /women

• good brand visibility and distribution and product ranges offers shampoos ,conditions ,bathing bars ,shower gels

Strengths weakness

threats opportunity

• confuse state of existence in customer's mind• with the launch of multiple products targeting

various segments ,the brand needs to have a common positioning platform which connects all the variants together

• product not popular among men. add makes the product

looks like unisex but it was targeted at both sectors

• increasing base with time• fiama is a young brand ,in its growing stage• people are increasingly facing air care problems

hence haircare segment is rapidly expanding products

• cut throat competition from HUL• people have the tendency to shift to other

products so many products are available