ANALYSIS OF FIAMA DIWILLS

• FIAMA DI WILLS

COMPANY BACKGROUND

HAVE VARIETY OF PRODUCTS ACROSS THE INDUSTRY

IMPERIAL TOBACCO COMPANY (ITC) WAS STARTED ON 24 AUGUST, 1910

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

BEAUTY CARE PRODUCTS

INFLUENCING FACTORS

PSYCOLOGICAL

CULTURAL

PERSONAL

PERSONAL FACTOR

• AGE

• LIFESTYLE

• PERSONALITY

PSYCOLOGICAL

• GETTING INSPIRATION BY THE BRAND ENDORSER

• THROUGH MOTIVATION BY THE ITC

• BELIEFS ON ITC

CULTURAL

• MINDSET OF INDIAN CONSUMER IS LOOKING NICE THEMSELVES

• INFLUENCE FROM THE REFERENC GROUP

BRAND PERSONALITY

Evaluation of the Brand Personalityof FIAMA DI WIILS

BRAND IMAGE

It’s a product of ITC

Insertion of top glamour actress as the BRAND AMBASSADOR

First soap to compete Lux of HUL

BRAND IDENTITY

Product of ITC

Endorsed by the Deepika padukone

Different strategy of launching

COLOR PERCEPTION

It available in the market in two color they are Orange & green.

Orange denotes fun,cheerful

Green denotes freshness,living,natural,sooting,calming.

Message given by the ad

“BEAUTIFUL YOU TODAY.TOMORROW”

THANK YOU

BRAND LADDERING BRAND LADDERING TECHNIQUE OF CONSUMER TECHNIQUE OF CONSUMER

BEHAVIOURBEHAVIOUR

Brand Ladder- An overviewA series of interviews which identifies the

similarities in the user perceptions about different products.

The ladder starts at the top and gradually comes down, where the end result is similar irrespective

of the product.

Concrete Benefit

Abstract Benefit

Physiological Consequences

Psychological Consequences

Instrumental Value

Terminal Value

Health Drink

Healthy Body

Energy

Revamped, Revitalized

Confidence

Success

Concrete Benefit

Abstract Benefit

Physiological Consequences

Psychological Consequences

Instrumental Value

Terminal Value

Taste

Price

Wholesome food

Mental Satisfaction

Sustainability

Achievement

Concrete Benefit

Abstract Benefit

Physiological Consequences

Psychological Consequences

Instrumental Value

Terminal Value

Availability

Quality, Healthy Drink

Healthy Body

Confidence

To achieve Goal

Success

Concrete Benefit

Abstract Benefit

Physiological Consequences

Psychological Consequences

Instrumental Value

Terminal Value

Health Drink, Taste, Availability

Healthy Body, Price, Quality

Energy, Wholesome food

Revamped, Revitalized, Mental Satisfaction, Confidence

Confidence, To achieve Goal, Sustainability

Success, Achievement