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

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

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

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

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.

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

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

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

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

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

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

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

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

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

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??

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