CONTENTS 1. Company Overview a) Introduction b) Mission c) Vision 2. Laun Launch chin ing g Fia Fiama ma Di Wi Wills lls in in In India dia 3. 4 Ps 4. S.W.O.T. An Analysis 5. Segmentation 6. Targeting 7. Positioning
INTRODUCTION • ITC Limited which previously stood for ‘Imperial Tobacco Company one of India's foremost private sector
companies with a market capitalization of nearly US $ 18 billion and a turnover of over US $ 4.75 billion. • ITC's diversified status originates from its corporate
strategy aimed at creating multiple drivers of growth anchored on its time-tested core competencies: unmatched distribution reach, superior brand-building capabilities, effective supply chain management and acknowledged service skills in hoteliering.
Branded Apparel
Stationery
Hotel
Cigarettes
Packaged Foods
Incense Sticks
Paperboards
Informatio n Technolog y
Personal Care
Safety Matches Agricultural Industry
VISION & MISSION • Vision: Sustain ITC’s position as one of India’s most valuable corporations through world class performance, creating growing value for the Indian economy and the Company’s stakeholders. • Mission: To enhance the wealth generating capability of the enterprise in a globalizing environment, delivering superior and sustainable stakeholder value.
Beautiful You…..Today, Tomorrow!!
4 Ps Product, Pricing, Promotion, Place
Product Currently the range consists of: 1. E v e r y d a y M i l d 2. A q u a b a lan c e 3. S il k y S t r o n g 4. Shi ne In Style 5. Volum e Boo st
Shampoos T i m e t o l et y o u r h a i r d o w n . A q u a b a l an c e
E v e ry d a y M i l d
Contains extracts of Magnolia Blossoms & Watercress. Its Hydro Restorative System nourishes and hydrates dry and dull hair leaving it soft and moisturised.
Contains extracts of thyme and juniper. Its unique formula gently cleanses off hair daily undesired buildup and makes it soft and tangle-free.
S i l k y St r o n g
Contains oil of Macadamia Nut and Babassu. Its Cuticle Restore Technology smoothens rough areas of hair and increases strength.
Shin e In Style
Contains extracts of Chamomile & Green Tea. Its unique Lustra Conditioning System makes hair manageable and dazzle with shine.
Vo l u m e B o o s t
Contains Panthenol and extracts of Rosemary and Sage. Its unique formula gently cleanses and increases volume of thin hair, giving it body and bounce.
EVERYDAY MILD SHAMPOO
Pricing •
ITC claims to practice value-based pricing in which the customers’
perception of the product’s price provides a starting point for developing the
marketing mix of the product. The research department determines this price usually by using focus groups. The price of Re 1 and 2 for Fiama DI Wills shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value.
•
The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s
perception of its value. One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, ITC then uses target costing in order to achieve the required profits
Promotion • •
Build top of the line consumers’ awareness.
Creating a personality of the brand
Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product • • • • • • • • • • • • • • • •
To increase the usage. Conditioning benefits. Imparts a feeling of freshness-due to fragrance. Effectively communicate brand promise Promotional strategy Sponsored short films that were broadcast during popular television shows. Media platforms used Print media Internet Rural Campaign Environment Concern Ads Music videos Free sample distribution Demo campaigning Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences
Place Distribution Channels The distribution channel starts from the whole sellers then the distributors. The third party is the retailers and then finally from retailers to the consumers. •
Market Coverage ITC covers a wide range of the retails Spectrum from premium outlets in the metros to small shops in the interiors of rural India. •
Order Processing The order processing is done as per the demand and supply of the product in the market. In this category of the product the demand is increasing day by day. Therefore order processing has to be done well in advance. •
Transportation Long distance transportation is done through trucks and containers depending o\upon the quantity of the product. Small distance transportation like distributing to the local retailers is done through small tempos. •
EVERYDAY MILD SHAMPOO S.W.O.T. Analysis
Strength • • • • • • •
ITC is one of the largest organizations in India. Company has advanced technology and well skilled professionals. The Fiama Di Wills is a high quality product in terms of skin care. The target market is educated, professionals and belongs to premium and middle class. Company totally owned, systematic distribution network, transparent communication system. Participative management style Very good distribution network all over India, in all major and small cities
Weakness •
Competitor has strong promotional activities.
•
Customers are offered better alternatives by the competition.
• Advertisement flaws• ○Devaluation of product ○Product’s quality looses its values ○Poor promotion of free samples ○No unique identification of product
Oppurtunity • • • • • •
Population expanding at a rapid rate. Consumers are becoming more quality conscious Current capacity utilization is 80%, which can be further broadened with the increase in demand. Customer base is increasing with effective marketing. Shampoo plus conditioner and anti-dandruff shampoos are another area where Fiama Di Wills can earn huge profits. Rural areas are a large prospective market where they can introduce Fiama Di Wills
Threats •Political and Economic factors. •Partial Government policies. •High rate of competition. •Local and Foreign competition
Market Segmentation and Targeting
Gender
Age
:
Female
:
16-40
:
Middle Income Group
Income
Expensive :
Affordable
Target Area:
Urban and Sub urban – Upper middle and middle class people
Product Positioning
Created good position – Buyers mind – Better product attributes, price and quality
Offering product in a different way
Offering – improved quality of the product – affordable price with high branding – to position the product as one of the best competitor to the bests
Better positioning as creating a scare to HUL’s Sunsilk
Organizational Structure
Flow Diagram
CONCLUSION • ITC promoting their brands through advertisement campaign as well as door to door promotion. • ITC is also focusing on Retailers and Wholesalers to promote their brand. • The demand of their product in very low, because people don’t know about their brands very well. • ITC knows their strength and weakness in the personal
care market, so they are applying new concept to overcome their weaknesses. • ITC now offering more margins, exiting offers and long credit period to retailers and wholesalers.
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