M. S.

RAMAIAH INSTITUTE OF MANAGEMENT BANGALORE

MARKETING MANAGEMENT ASSIGNMENT GROUP ASSIGNMENT - PGDBM (Section A)

FIAMA DI WILLS
BEAUTIFUL YOU TODAY TOMORROW
GROUP-6 ROLL NUMBER

ANIKET KUMAR(L)SHRUTHILAYAGAURAV SOMANI-

91106
91150 91120

SHEIKH NAVED AHMAD-91146 RAMAN SAINISHILPI KUMARI91137 91148

CONTENTS
COMPANY BACKGROUND CATEGORY ANALYSIS SEGMENTATION REASON FOR THE LAUNCH MARKET SIZE PENETRATION IN MARKET TARGET CONSUMERS POSITIONING LAUNCHING STRATEGIES BRAND AMBASSADOR SIX SUCCESS MANTRA VARIANTS COMMUNICATION STRATEGY COMPETITORS PRICING RESULTS & SUGGESTION

COMPANY BACKGROUND
IMPERIAL TOBACCO COMPANY (ITC) WAS STARTED ON 24 AUGUST, 1910 HAVE VARIETY OF PRODUCTS ACROSS THE INDUSTRY LAUNCHED FIAMA DI WILLS ON 15 SEPTEMBER , 2007

FAMILY OF FIAMA DI WILLS

Shampoos Conditioner Shower Gel Skinsense Soap

CATEGORY ANALYSIS
FAST MOVING CONSUMER GOODS (FMCG)

PERSONAL CARE PRODUCTS

HAIR CARE PRODUCTS

BEAUTY SHAMPOO

ANTIDANDRUFF SHAMPOO

SEGMENTATION
NON AVAILABILITY OF EVERYDAY SHAMPOO CONSUMER INSIGHT FREQUENCY OF SHAMPOO USAGE IS LOW

ATTRIBUTE A LOT TO LATHERING

NEED MINIMUM OF 6ML FOR LONG HAIR OF INDIAN WOMEN

REASON FOR THE LAUNCH

AWARENESS OF THE PEOPLE

LARGE YOUTH POPULATION

GROWTH OF THE MARKET

HIGH MARKET SCOPE

MARKET SIZE
SIZE OF THE SHAMPOO MARKET : Rs. 2600 Cr.

ANTI DANDRUFF 20% ABOVE ALL

SACHET SALES 70%

Source: www.info.shine.com

PENETRATION IN MARKET
ALL OVER INDIA 14%

URBAN 40%

RURAL - 13%

Source: sify.com/advertise/industry-shampoo

TARGET CONSUMERS
WORKING WOMAN UPPER MIDDLE CLASS HOUSE WIVES MIDDLE CLASS HOUSE WIVES PERSON WHO WANT TO USE SHAMPOO DAILY

YOUNG GENERATION

POSITIONING

NATURE AND SCIENCE

GENTLE AND EFFECTIVE

LAUNCHING STRATEGIES
BRAND AMBASSADOR DEEPIKA PADUKONE DISPLAY DISPLAY CONDUCTING OF FREE OF SAMPLES PRODUCT HAIR FASHION WASH OFIN HAIR BIG SHOWS WASHED RAKES

Deepika Padukone
The Bollywood sensation has been strategically used as the brand ambassador. She is as new as the product. Her sophisticated, youthful look and urbane appeal matches the Brand Personality

SERIES OF FIAMA DI WILLS SHAMPOO

EVERYDAY MILD GENTLE MOSTURISING

AQUA BALANCE

STRENGH AND SHINE

VOLUME BOOST

TELEVISION MARKETING

BEAUTIFUL YOU. TODAY, TOMORROW

OTHER MEDIA

COMPETITORS

MARKET SHARE
18.70% 11.34%

HUL P&G Cavin kare Others

46.10%
HUL-SUNSILK,CLINIC PLUS P&G-PANTEEN, HEAD &SHOLDER CALVIN KARE- CHICK, NYLE OTHERS-FIAMA-DI-WILLS,DABUR VARTICA, HIMALAYA etc.

23.86%

www.info.shine.com

PRICING
7.5 ML Rs. 3.00 100 ML Rs 54.00 200 ML Rs. 99.00 AS INITIAL OFFER 7 SACHETS(7.5 ML) AT Rs.20 ( Re 1.00 OFF)

RESULT & SUGGESTION

GROWTH RATE:

FIAMA DI WILLS IS IN THE PREMIUM SEGMENT, THATS GROWING

AT THE RATE OF 44% , COMPARED TO 21% OF OVERALL MARKET. SUGGESTIONS: THE COMPANY CAN INCREASE THE PROFIT BY CONCENTRATING MORE ON SUB URBAN AND RURAL AREAS OF THE COUNTRY. THE PRODUCT CAN ALSO BE INTRODUCED IN ANTI DANDRUFF ALSO.

Source: www.itcportal.com

THANK YOU