1. A MARKETING ANALYSIS BY:
KUSHAL BOHRA
C007
PRARTHANA GULATI
C018
ATUL KEDIA
C030
RICHA NARAYAN
C040
CHIRAG SHAH
C050
JINAL TRIVEDI
C061

2. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
BIRTH OF ITC
Founded in 1910 under the name Imperial Tobacco Company of India Limited
Diversified businesses like Tobacco products, FMCG, Hotels, Agri-products, Paperboards, Packaging and IT
One of the most influential stocks in the Indian stock exchanges with market cap of around 2,90,000 crore
MAJOR BRANDS

3. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
PRODUCT MIX
Cigarettes
Paperboards & Packaging
Agri business
Hotels
FMCG

4. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
BIRTH OF Fiama Di Wills
Launched in September 2007
Second brand under ITC’s personal care vertical
USP – Perfect blend of nature and science
Launched first ever gel based bar
PRODUCT MIX
Gel bars
Shower Gel
Hair Care
Fiama Di Wills Men

5. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
STP of Fiama Di Wills
Middle class men and women
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.

6. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
SWOT ANALYSIS
Strengths
Different variants
Brand ambassadors – movie stars
R&D from ITC Research center
Effective use of both push and pull strategy
Good brand visibility and distribution
Product range offers shampoos, conditioner, bathing bars and shower gels
Weakness
Not popular among men though targeted at both genders
Confused state of existence in the consumer’s mind
Common positioning platform needed to connect all the variants

7. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
SWOT ANALYSIS
Opportunities
Increasing consumer base with time
Fiama is a young brand, in its growing stage
Increasing hair care problems
Threats
Cut-throat competition from HUL & Pantene
People have a tendency to change products because of the large availability of other products

8. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
Marketing Mix
Product
First gel bar
Urban and middle class
Wide range consisting of everyday mild, aqua balance, silky strong, shine in style and volume boost
Place
Distribution Channels
Market coverage - Ease of availability
Order Processing
Price
Targeted the premium soap segment
Value – based pricing
Promotion
Advertising under umbrella strategy
Build top of the line consumers’ awareness
Creating a personality of the brand

9. INTRODUCTION & MARKET ANALYSIS PORTER’S FIVE FORCES ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
PORTER’S FIVE FORCES ANALYSIS
Competitive Rivalry
Threat of New Entrants
Bargaining Power of Customers
Threat of Substitutes
Bargaining Power of Suppliers

10. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
PESTEL ANALYSIS
Political
Political Stability
Tax regulations
Trade Regulations
Economic
Increasing per capita income resulting in higher disposable income
Radical changes in business processes - eliminating middlemen
Inflation rates
Social
Demographics Composition
Life style
Age
Religion
Education
Change in psychology

11. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
PESTEL ANALYSIS
Technological
Intensive R&D Activity
Informational Technology
New machines
Just in time supply chain management with six sigma accuracy
Environmental
Awareness for natural products
Legal
Increased quality norms
Ban on usage of certain animal products
Consumer Laws

12. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
OCCUPANT – Demographic, Psychological, Personal
OBJECT – Products, Brands, Features, Sizes & Variety
7 O’s FRAMEWORK
OBJECTIVE – Benefits and Motives
OCCASION – When to Buy?, How to Buy?
OUTLET – Where do you buy?
OPERATIONS - Involvement, Stages, Evaluations
ORGANIZATION - Who are involved

13. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
SURVEY RESULTS

14. INTRODUCTION & MARKET ANALYSIS Dove, Pantene, Loreal, Garnier
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
Main Competitors
Dove, Pears, Lux
Dove, Pantene, Loreal, Garnier
Premium Soap
segment
Gel bars
Shower Gel
Untapped markets
Very High Growth
Rate
Hair Care

15. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
Youthful skin
First gel bar
What value or uniqueness the brand brings in??
The USP of the brand
Decades old experience
Targeting premium soap market
Strategy (Steps undertaken)
What the brand lacks in??

16. INTRODUCTION & MARKET ANALYSIS
BRAND ANALYSIS
ENVIRONMENT ANALYSIS
CONSUMER BEHAVIOR
COMPETITIVE ANALYSIS
SUGGESTIONS
SUGGESTIONS
Can extend the hair care product range by introducing hair gel and hair cream
Promotions through events and beauty pageants. Fiama Di Wills was actively involved in brand promotion through such events till 2010 but since then has slowed down.
Fiama Di Wills can go for extensive sales promotions by providing combos of their products; and also provide sample sachets for trial with all other ITC skin and beauty care products