STP ANALYSIS

Submitted by: Chirag Sankeshwari

CMBA6/1507

COMPANY BACKGROUND

• 24 August 1910 ITC was formed under the name of ‘Imperial Tobacco

Company of India Limited’.

• 1975- Company launched Hotel Business in Chennai which was named

‘ITC- Welcomegroup Hotel Chola’.

• 1979- ITC entered the Paperboards Business.

• 2000- ITC launched the Expressions range of greeting cards, the Wills

Sport range of casual wear and owned  ITC Infotech India Limited.

• 2001- ITC introduced the Kitchens of India brand of ready-to-eat gourmet

Indian recipes.

• 2005- ITC diversified into Personal Care Products.

INTRODUCTION

• Fiama Di Wills is an Indian Personal Care Brand that offers shampoos, conditioner, bathing bars and shower gels.

• It is owned by ITC Limited, an Indian conglomerate with a turnover of USD 6 Billion.

• Launched on September 15, 2007, the brand was the second to roll out of ITC’s personal care stable.

• Its USP is the blend of "nature and science" across its portfolio of products, resulting from four years of intensive research at the ITC Research and Development Centre in Bangalore.

SEGMENTATION TARGETING POSITIONING

SEGMENTING

TARGET GROUP

POSITIONING

WORKING MEN AND WOMEN AGE GROUP 18-40 YRS

YOUNG, MODERN AND AWARE CUSTOMERS WHO ARE CONFIDENT OF THEMSELVES AND SEEK INDULGENCES THAT MAKE THEM FEEL ALIVE & BEAUTIFUL.

BATHING GEL AND BAR IS BLEND OF NATURE & SCIENCE GIVES SOFT, MOISTURIZED & YOUTHFUL SKIN WITH A FRAGRANCE THAT LAST FOR THE DAY.

Organic

INORGANIC

Common Packaging

Innovative Packaging

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