Introduction to ITC

ITC Limited turnover is $6 billion and a market capitalization of over $30 Billion. ITC launched Fiama Di Wills, a premium range of personal care products comprising shampoos, conditioner, shower gels and bathing bar.

Fiama Di Wills products are targeted at the young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful.

BRAND EXTENSION & LINE EXTENSION

Brand extension is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. A product line extension is the use of an established products brand name for a new item in the same product category. Line Extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.

WHY SUNSCREEN ?

There is no problem with going into the sun. Yes, going into the sun is good, in fact thats the best way to get your daily dose of Vitamin D. The only problem is that in order to get your dose of vitamin D, all you need is 15 minute in the sun, anymore than that can cause your skin damage.

INDUSTRY ANALYSIS
Indias FMCG sector is the fourth largest sector with a USD 25-billion size. The personal care segment accounts for 22% of the countrys FMCG sector and Total Sunscreen market is 4% Advertisement costs range from 5% to 25% of revenues, depending on product life cycle, brand value, competition and marketing strategy

Product and Price - SUNSCREEN

Product Fairness UV Block SPF 30 Sunblock Mild cream SPF 20 Sunblock Cream SPF 30 Sunblock Cream SPF 45 Sunblock Cream Extreme SPF 60 Size 150 gm 150 gms 150 gm 150 gm 150 gm Price Rs 250 Rs 200 Rs 230 Rs 250 Rs 280

Kids sunblock Cream SPF 30

Sunblock matte cream SPH 30 Sunblock matte cream SPF 60 Sunscreen gel SPF 30 Sunscreen gel SPF 45 Sunscreen face wash Anti Tan lotion Sunscreen Spray SPF 45

150 gm
150 gm 150 gms 150 gms 150 gms 150gm 150 gm 150 gm

Rs 200
Rs 230 Rs 320 Rs 220 RS 260 Rs 200 Rs 300 Rs 280

Made of ingredients like Titanium Dioxide, and Zinc Oxide. These two ingredients are natural, and without the harsh chemicals most brand products have. These ingredients are provided by nature to help scatter and reflect both UVB and UVA rays from your skin.

CUSTOMER ANALYSIS
Who are the buyers? Mostly women. How often do they purchase? Usually in summer Where do they want to buy? Super-Markets, General Store, Medical Store. Who are the influencers? Advertising, Word of mouth, Doctors Prescription. Who consumes the goods? Women. Who are target market? Targeted mainly to Upper Middle class group.

MAJOR COMPETITORS

The Garnier Skin Care The Lotus Herbals Skin Care The Lakme Sun Expert Range

Packaging
Made of PCR bottles. BUNDLING Special package includes : Sunscreen Face wash Anti Tan lotion Sunscreen Spray In attractive pack and at price 700 /- Save Rs 80

Place
This decision most importantly constitutes of the distribution channels. The various distribution channels used by the marketing department is as follows:

Distribution is divided in 4 zones( North east west south ) . Each zone has about 4 C&F agents and 10 wholesalers For Ex South zone one C&F is in Bangalore and have wholesalers in Bangalore, Mysore, Hubli, Mangalore who sells to retailers in their zones

COMMUNICATION OBJECTIVES Introducing Armor sunscreen to the market. Use of sunscreen lotion throughout the year for protection from UV rays.

ADVERTISING & PROMOTIONAL STRATEGY

Above the line: Television Commercial Outdoor hoardings(only for teaser campaign) Radio
Below the line : sponsorship, sales promotion, merchandising,

ADVERTISING & PROMOTIONAL STRATEGY

Launch Promotion: Airport Branding at metros and Goa. 20Lakhs ( hoardings, trolley carriers, screen) Brand Ambassador Esha Gupta 50 Lakhs. Sponsorship Goa fest 1 crore. Sales promotion for wholesalers Target sales if exceeded 30,000 pieces in two months trip to Mauritius

Innovative Bus shelter in all metros 30 Lakhs

Movie screenings slots in all major two tier cities 20 lakhs

Television SPOTS at prime times Star TV, Channel V, NDTV Good Times, Star World, HBO OOH Hoardings prime locations in metros Print Times of India (readership of 70.35lakh, IRS 2010) Hindustan Times (HT has a total readership of 32.52 lakhs) Magazines Filmfare - with a readership of 3.89 lakh

New Media Facebook Page Facebook Community Creating a website Mobile Marketing

CAMPAIGN DURATION
TEASER Feb 1st to March 1st

a)OOH Teaser b)Print - Teaser

FINAL CAMPAIGN LAUNCH March 1st to April 31st a) b) Print (Final) TVC- (Final)

ALLOCATION OF MEDIA BUDGET

Television: 5 crore approx Hoarding: 75 Lakhs approx Newspapers : 2.25 crore approx New Media 5,00,000 Lakhs

RATIONALE BEHIND MEDIA ALLOCATION

TVC Maximum allocation to TVC Prime time slots are costly Prime time slot to target Families who sit for Dinner during this time NEWSPAPARS+Magzines Print ads and distribution cost will amount to this number This media is chosen as it has huge Reach and Readership

OOH This will mainly involve taking Permissions across city admins
NEW MEDIA This will involve tying up with various network services for mobile marketing Capitalizing on the social media money (very effective yet not very expensive)

Total advertising expenses (feb - april )

Expenses
Airport Branding Brand Ambassador 20Lakhs 50 Lakhs

Sponsorship
Bus shelter Sales promotion Television Hoarding: Newspapers

1 crore
30 lakhs 9 lakhs 5 crore 75 lakhs 2.25 crores

New Media Innovative Bus shelter

TOTAL

5 lakhs 30 Lakhs
10,44,00,219

Teasers - Magazine

Teaser News paper

Teaser - OOH

PRINT- FINAL

Projected Sales for two months

Total revenue 60 Million Overall 3,00,000 pieces in two months ( march 1st April 31st) Profit 10 % of sales

THANK YOU