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A PRESENTATION ON
FIAMA DI WILLS
THE UNIVERSITY OF BURDWAN
DEPARTMENT OF BUSINESS ADMINISTRATION
MBA
INTRODUCTION TO FIAMA DI WILLS
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 conglomeratewith a turnover of USD 6 billion.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.
Fiama Di Wills Company ProfileParent Company ITC
Category Personal Care brands-Haircare & Skincare
Sector FMCG
Tagline/ Slogan Beautiful you, today, tomorrow
USP The Fiama Di Wills range combines the goodness of nature and science, providing gentle and effective care.
PRODUCT LINE
Fiama Di Wills
VALS TOPOLOGY
VALS
NEED DRIVEN
SURVIVORS SUSTAINERS
OUTER DIRECTED
BELONGERS EMULATORS ACHIEVERS
INNER DIRECTED
I AM ME
EXPERIENTIALS
SOCIETALLY CONSCIOUS
INTEGRATED
AIO FRAMEWORK
ACTIVITES- Knowledge and Profession related, Recreation Related.
INTEREST- Business Education Community Sports
OPINION- Socio Political Technology
Fiama Di Wills (STP)Segment Middle class men and women.
Target Group Young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful.
Positioning Shampoo which is a blend of Nature and Science and also a Gentle Care shampoo that can be used everyday.
Fiama Di Wills SWOT AnalysisStrength 1. Different variants – Every Day Mild, Aqua Balance, Volume Boost
2. Movie stars and celebrities as brand ambassadors, so the product is identifiable and popular among girls/women.3. The brand boasts of the R&D from ITC Research center in collaboration with leading US based personal care research labs4. Effective use of both push and pull strategy.5. Good brand visibility and distribution; and product range offers shampoos, conditioner, bathing bars and shower gels.
Weakness 1. Product not popular among men. Ads made the product look like Unisex but it was targeted at both the genders.2. Confused state of existence in the consumer’s mind.3. With the launch of multiple products targeting various segments, the brand needs to have a common positioning platform which connects all the variants together.
Threats 1. Cut throat competition from HUL.2. People have a tendency to shift to other products, since so many options are available.
Opportunity 1.Increasing consumer base with time.2. Fiama is a young brand, in its growing stage.3. People are increasingly facing haircare problems hence haircare segment is rapidly expanding.
Competition
Competitors 1.Pantene2.Dove3.Sunsilk
Expert talk about Fiama Di Wills
PROMOTIONAL ACTIVITIES TO IDENTIFY THE TARGET CUSTOMERS ACCORDING TO VALS TOPOLOGY
Deepika Padukone - aware the Customer about the brand, and says Who use it looking young& feeling Energetic,fressness.
These hair trends have been created specially by the Fiama Di Wills Hair Experts,” explains celebrated hair stylist Priscilla Corner. “I am pleased to be a part of the Fabulous Hair endeavor with Fiama Di Wills and like the brand, love to innovate and inspire. This show is all about the luxurious feel of healthy hair that can be worn in any manner”
Fiama Di Wills ITC’S Leanding personal care brand is committed to creating innovative products and engaging brand experiences. The unique show introduces the luxurious brand feel of Fiama Di Wills and encourages women to flaunt fabulous and healthy hair.
Life Style Segments
PURCHASE PATTERN ACCORDING TO VALS & AIO
EMULATORS
ACHIEVERS
I –AM-ME
EXPERIENTIALS
STATUS ORIENTED
ACTION ORIENTED
Poduct which are used by Reacher section
MEN & WOMEN IN FORMALS
MEN & WOMEN IN CASUALS
TOURIST SPOTS
CARS & GADGETS
ENTERTAINMENT FOR MEN & WOMEN
JEWELLERY FOR WOMEN
MAKE UP & SPA FOR WOMEN
ConclusionSo we see that FIAMA DI WILLS
MEN target at those customers who are adventurous, fun loving
and party lovers professionals who balance work as well as
fun……..
So Life is one, Live it…!!!!
