Presented by:Kunal Bhasin

Launched in September

2007

Premium range products

Promise gentle care

4 years of research & development in

LaboratoireNaturel

Parent Company

Category

Sector

Indian Tobacco Company

Tagline/slogan Beautiful you, today tomorrow

Personal care brands

Fast moving consumer goods

Unique selling proposition

Headquarters

Goodness of nature & science

Kolkata

Soap Gels

Shower Gels

ShampoosConditioner

SerumDeodorants

Female Category

Male Category

Mild dew

Clear Springs

Sheer Smooth

Soft green

Aqua Pulse

Aqua Nights

Aqua Surge

Male Category

Female Category

Energizing Sport

Refreshing Pulse

Peach & Avocado

Clear Springs with seaweed

Brazilian Orange & Ginseng

Patchouli & Macadamia

Exotic dream Blackberry & Blackcurrant

Seaweed & Lemongrass

Male Category

Female Category

Couture Spa (200ml-Rs160,250ml-Rs185)

Blackcurrant &Radiant glow(200ml-Rs160,250ml-Rs185)

Peach & Avocado(200ml-Rs160,250ml-Rs185)

Brazilian Orange & Ginseng fresh(200ml-Rs160,250ml-Rs185)

Lemongrass & jojoba gentle(200ml-Rs160,250ml-Rs185)

PRODUCT

DEPTH

PRODUCT

DEPTH

Aqua Nights Shower(200ml-Rs150,250ml-Rs185)

Aqua Sport Shower(200ml-Rs150,250ml-Rs185)

Aqua Pulse Shower(200ml-Rs150,250ml-Rs185)

Aqua Pulse Deodorant(200ml-Rs250)

Aqua Sport Deodorant(200ml-Rs250)

Aqua Nights Deodorant(200ml-Rs250)

PRODUCT

DEPTH

Fiama Di Wills Men Clear Skin Facewash(50g-Rs80,100g-Rs150)

Fiama Di Wills Men Destressing & Brightening Facewash(50g-Rs80,100g-Rs150)

Fiama Di Wills Men Detoxifying Anti-Pollution Facewash(50g-Rs80,100g-Rs150)

Fiama Di Wills Men Moisture Guard Instant Foam Facewash(45ml-Rs99,150ml-Rs199)

Anti hair fall(200ml-Rs129,125ml-Rs99)

Total Damage Control(200ml-Rs129,125ml-Rs99)

Colour Damage Repair (200ml-Rs129,125ml-Rs99)

Anti hair fall(125ml-Rs109)

Total Damage Control (125ml-Rs119)

Colour Damage Control (125ml-Rs119)

PRODUCT

DEPTH

PRODUCT

DEPTH

Anti hair fall Serum(50ml-Rs349)

Total Damage Control Serum(50ml-Rs349)

Colour Damage Repair Serum(50ml-Rs349)

With so many companiesparticipating in the beautyindustry , there is always a neck-to-neck competition that theyface . [1]

Any unfavorable change in theirstrategy, and the consumer has awide range of choices , therebychanging their preferences easilyand quickly. [2]

Sources : [1] Srinivasan, L. (2015). FMCG majors bet big on go-to-mkt strategy[2] Consumerbehaviournitieg3.blogspot.in, (2015). Consumer Behavior

Fiama Di Wills Gel BathingBar is handcrafted using ITC'sInnovative Liquid CrystalFreezing Technology, whichfreezes gel into a bar!

Using this UNIQUE FACTOR ,it is presently the one-and-only company on earth, usingthis formula in the beautyindustry.

Made up of natural ingredients likePeach, Avocado, Seaweed , BrazilianOrange , Ginseng and Lemon Grasswhich gives deep nourishment andglow to the skin.

Source : [1] The Indian Beauty Blog, (2013). Fiama Di Wills Couture Spa gel bar- Brazilian Orange and Ginseng: Review - The Indian Beauty Blog. [online] Available at: http://www.theindianbeauty.com/2013/02/fiama-di-wills-brazilian-orange-ginseng-gel-bar.html

Strengths• Different variants.• Upcoming Movie stars and celebrities as

brand ambassadors.• The brand boasts of the R&D• Good brand visibility and distribution.

Weakness• Confused state of existence in the

consumer’s mind.• More likely to have fragrances and other

additives that can make sensitive skin crawl.

• Fiama di wills does not promote itself in beauty parlours.

Opportunities• Increasing consumer base with time.• Fiama is a young brand, in its growing

stage.• People are increasingly facing skin

problems hence body care segment is rapidly expanding

Threats• People have a tendency to shift to other

products, since so many options are available.

• Celebrities have commented upon using the moisturizing gel bars in vain .

Sources : Mbaskool.com, (2015). Fiama Di Wills | SWOT Analysis | BrandGuide | MBA Skool-Study.Learn.Share.. [online] Available at: http://www.mbaskool.com/brandguide/fmcg/1209-fiama-di-wills.html

In marketing, STP stands for market segmentation, targeting (ortarget market selection) and product positioning.Basically, It is an analytical approach which shows the firm‘where’ (target market selection) and ‘how’ (productpositioning) to compete marketing strategy decisions. (1)

Step OneSegmentation

Step TwoTargeting

Step ThreePositioning

Sources : (1) Fiamadiwills.com, (2015). Gel Products | Beauty & Skin Care Products Online for Youthful Skin - Fiama Di Wills. [online] Available at: http://www.fiamadiwills.com/

Premium Segment Popular Segment

The premium segment caters mainly to urbanhigh class and upper middle class, that aremore brand conscious and less price sensitive.

The popular segment caters to mass segmentsin urban and rural markets , where prices arearound 40% of the premium segment prices.

Sources : Dutt, I. (2015). Segment and grow. [online] Business-standard.com. Available at: http://www.business-standard.com/article/management/segment-and-grow-111052300013_1.html

Demographic

age The target consumers will be the age class from preteens to adults

sex This soap is used by women.

Level of education Fiama di wills is a premium soap primarily targeted at educated middle class consumers.

Social class middle class and the groups above will be likely to buy and be aware of the product

Geographic Mainly metro cities and urban areas and now penetrating in rural areas also.

Psychographic It deals with the psychology of those women who want to enhance their skin qualities and look beautiful.

Behavioural

Product usage Fiama di wills is a regular usage gel bar amongst all the ages.

Media usage The source of media that targeted customers will be using could be newspapers, TVs and magazines and internet.

Need and benefit sought Consumers hope to get moisturised skin with glow and no roughness even during winters

According to the Indian skin type , FDW targets

Young & working consumers

Those who need to refresh time & again

Those who want to look presentable & confident all

the time

• The brand is trying to tap into the growingpopularity of Natural Extracts and naturalingredients.

• Fiama Di Wills is promoted with the tagline" Beautiful You Today , Tomorrow " . Thebrand is now promoted heavily throughvisual media. [1]

• Fiama is positioned as a Gentle Care gel barthat can be used everyday. Its gentlebecause it uses the natural extracts. Thebrand uses the sentence " Gentle EffectiveCare " to signify the positioning. I think thetagline " Beautiful you today tomorrow "signifies the long-term benefit of using thisbrand. [2]

Sources : [1] Anon, (2015). [online] Available at: http://marketingpractice.blogspot.com[2] B, H., B, H. and profile, V. (2011). Marketing Practice: Brand Update : Fiama Di Wills

Natural Content

Chemicals

• Fiama Di Wills

InnovativeDesign/Packaging

• Dettol

• Joy

Common packaging

• Lux

• Fiama has high imagery that is Fiama Di Wills itself gives aninternational feel and gives high value in an affordable pricewhich is priced at Rs. 99 for the big bottle. [1]

The brand has also launchedits first 'Couture Spa Range'infused with Gold , priced atjust Rs 75 for 125 gm. [2]

Sources : [1] Skin Nourishment Soaps Online in India. [online] Available at: http://www.vivel.in/ [2] Fiamadiwills.com, (2015). Gel Products | Beauty & Skin Care Products Online for Youthful Skin -

• Tress Talk- “Tress Talk” is a unique initiative wherein SapnaBhavnani, the Fiama Di Wills Hair Expert and celebrityhairstylist, shares hair tips, hair care regimes for seasons . [1]

• Wills Lifestyle Fashion Week 2010 - Wills Lifestyle FashionWeek 2010 was also sponsored by Fiama Di Wills.

• Beautiful Face Hunt 2008- Launched in 2008 to provide aunique opportunity to aspiring models across the country torepresent India in the International Elite Model Look contestto be held in China in November 2008. [2]

Sources : [1] Garg, S. (2015). Fiama Di Wills: Face the challenge. [online] Business-standard.com. Available at: http://www.business-standard.com/article/specials/fiama-di-wills-face-the-challenge-112071600067_1.html[2] Itcportal.com, (2015). Fiama Di Wills announces winner of the Fiama Di Wills Beautiful Face 2008 Hunt. [online] Available at: http://www.itcportal.com/media-centre/press-releases-content.aspx?id=55&type=C&news=fiama-di-wills-beautiful-face-2008 .

Sources : Exchange4media.com, (2015). Fiama Di Wills, Interactive Avenues use Twitter to power #FiamaShowerJewels launch. [online] Available at:

http://www.exchange4media.com/57894_fiama-di-wills-interactive-avenues-use-twitter-to-power-fiamashowerjewels-launch.html

• Afaqs.com, (2015). Fiama Di Wills Men introduces 'Shower Power for Men'. [online] Available at: http://www.afaqs.com/news

• Bestmediainfo.com, (2015). Fiama Di Wills & Vivel do an ad roadblock on Star Network | Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.. [online] Available at: http://www.bestmediainfo.com/2011/12/fiama-di-wills-vivel-do-an-ad-roadblock-on-star-network/

• Bestmediainfo.com, (2015). Fiama Di Wills uses Twitter power to launch shower gel | Best Media Info, News and Analysis on Indian Advertising, Marketing and Media Industry.. [online] Available at: http://www.bestmediainfo.com/2014/10/fiama-di-wills-uses-twitter-power-to-launch-shower-gel