A MARKETING ANALYSIS BY KUSHAL BOHRA C 007

A MARKETING ANALYSIS BY: KUSHAL BOHRA C 007 PRARTHANA GULATI C 018 ATUL KEDIA C 030 RICHA NARAYAN C 040 CHIRAG SHAH C 050 JINAL TRIVEDI C 061

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

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

INTRODUCTION & MARKET ANALYSIS BRAND ANALYSIS ENVIRONMENT ANALYSIS CONSUMER BEHAVIOR COMPETITIVE ANALYSIS SUGGESTIONS 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 Shampoo which is a blend of Nature and Science and also a Gentle Care shampoo that can be used everyday. Positioning

INTRODUCTION & MARKET ANALYSIS BRAND ANALYSIS ENVIRONMENT ANALYSIS CONSUMER BEHAVIOR COMPETITIVE ANALYSIS SUGGESTIONS SWOT ANALYSIS • 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 • • Cut-throat competition from HUL & Pantene People have a tendency to change products because of the large availability of other products Threats

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

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

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

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

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

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

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

INTRODUCTION & MARKET ANALYSIS BRAND ANALYSIS ENVIRONMENT ANALYSIS CONSUMER BEHAVIOR COMPETITIVE ANALYSIS SUGGESTIONS What value or uniqueness the brand brings in? ? The USP of the brand What the brand lacks in? ? Strategy (Steps undertaken)

INTRODUCTION & MARKET ANALYSIS BRAND ANALYSIS ENVIRONMENT ANALYSIS CONSUMER BEHAVIOR COMPETITIVE ANALYSIS 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