Summer Trainees Induction

Pune Branch
01.05.2009
 ITC’s PCP Brand Strategy

• ITC has followed the Mother brand strategy

with an OVERALL PROMISE.
• Specific benefits are in addition to the
mother brand benefits.
– 3X Moisturisation.
– Voluminous hair.
– Gentle Everyday care.
 Brand Positioning
Brand Proposition
Nature & Science coming
Fiama (Premium) together to give gentle &
effective care for SKIN & Hair.
Powerful fusion of 3 key
benefits - Nourishment,
Vivel (Mid) Protection and Hydration for
Skin and Hair through unique
Actipro complex.
Provides glowing skin & shiny
Superia (Mass) hair through natural
ingredients.
 Fiama & Competition
Key
Category Competition ITC Price Remarks
Ingredients
Fiama Pantene Rs 99/109 - 200 ml Benchmarked
Shampoo Exotic Naturals Garnier Rs 54/59 - 100 ml with
(4) Dove Rs 3 - 7.5 / 9ml Garnier/Dove
Fiama Dove Rs 99 - 200 ml Benchmarked
Suspended
Shower Gel Palmolive with Lux/
Particles Rs 54 - 100 ml
(3) Lux Palmolive
Rs 100 - 100* 3 gms
Fiama Soap Plan Derived Benchmarked
Dove Rs 40 - 100 gms
(1) Complex with Dove
Rs 30 - 70 gms
Fiama Benchmarked
Conditioner Exotic Naturals Garnier Rs 68 - 100 ml with
(1) Garnier/Pantene
 Fiama – Functional Benefit
Product Variant Benefit
Everyday Mild Soft/ Tangle free Hair
Fiama Aqua Balance 3 times more hydration
Shampoo Volume Boost Volume/bounce from 1st wash
Silky Strong Shine & Strength (100% stronger hair)
Mild Dew Soft Moisturised skin
Fiama
Clear Spring Exfoliates - cleanses
Shower Gel
Exotic Dream Freshness thru the day
Fiama
Skinsense Green Reduces loss of Skin protein
Soap
Fiama
Polishing Drops Deep conditions/ Protects from UV
Conditioner
 Vivel & Competition
Key
Category Ingredients Competion ITC Price Remarks
Sunsilk Rs 89- 200 ml
Vivel Rs 49 - 100 ml Benchmarked with
Actipro K
Shampoo (3) Clinic Plus Rs 6 - 32 ml Sunsilk
Rs 2 - 8 ml
Rs 18-75 gms
Benchmarked with
VDW Soap (2) Actipro N Lux International
Rs 49 - 75*3 gms Lux International
Rs 17/18 - 92
Vivel Soap Lux Benchmarked with
Actipro N gms
(4+1) LUX & Santoor
Santoor Rs 6 - 45 gms

• Vivel Shampoo sachets to be placed in outlets carrying sachets

with MRP Rs 2 & above.
 Vivel – Functional Benefit
Product Variant Ingredients Benefit
Shine & Glow Green Tea/ Conditioner Shiny Hair
Shampoo Volume Bounce Jajoba/ Conditioner More Volume/ More Bounce
Soft & Fresh Soya Protein/Conditioner Soft Fragrant Hair
Sheer Radiance Olive Oil Radiant Skin
VDW
Sheer Crème Shea Butter Moisturised Skin
Young Glow Vit E+ Fruit Infusions Glowing Skin
Satin Soft Vit E+ Aloe Vera Soft Skin
Vivel Sandle Sparkle Sandal oil + Clay Clear Skin
Silk Spring Green Apple + Olive oil Silky Skin
Ayurveda Essence 20 Ayurvedic Ingredients Healthly/ Beautiful Skin
 Superia & Competition
Category Sub Category Competition ITC Price Remarks
Health
Rs 35 - 125 ml
Shampoo (1) - Benchmarked
Clinic Plus Rs 15 - 56 ml
MAXI with Clinic Plus
Re 1 - 7 ml
Superia PROTECT
Shampoo (3) Beautly Rs 25 - 100 ml
Shampoo (2) - Rs 10 - 50 ml Benchmarked
Chik & Lux.
Vibrant green & Rs 1 - 8 ml with Chik
Shiny Black Rs 0.5 - 4 ml
Breeze Rs 10 - 92 g
Benchmarked
Godrej No 1 Rs 30 - 92*3
Superia Soap (4) N.A with Breeze,
Rs 12 - 125 g
Dyna and Godrej No.1
Rs 50 - 116*4
 Superia – Functional Benefit
Product Sub Category Variant Key Ingredient Benefit
Triple conditioners & Germ
Health Shampoo Maxi Protect Healthy Hair
Fighters
Triple Conditioners & Hibiscus
Superia Shiny Black and brahmi extracts give Black Shine
Shampoo radiance, smoothness & shine
Beauty Shampoo
Triple Conditioners & Amla &
Vibrant Green Arnica Extracts give radiance & Natural Shine
natural shine
Enriched with Fragrance of
Fragrant Flower Fragrant Glowing Skin
Rose & Lavender Oil
Healthy Glow Enriched with Orange Oil Heathly glwoing Skin
Superia
N.A Enriched with Natural Neem &
Soap Natural Glow Natural Glowing Skin
Coconut oil
Enriched with fragrance of
Soft Sandal Youthful Glowing Skin
natural Sandal & Almond oil
 Merchandising Principles
• Principle 1 – What gets seen in brand blocks Sells
 Because
 Attract eyes
 Breaks Monotony
 Reinforces and extends brand communication.
 Can we ensure
 Face up of each SKU
 Shelves are always (adequately) full to ensure visibility
 Products in Pile (Viz. Soaps/Sachets)
Principle 1 - Brand Block
 Principle 1 - Brand Block
Aerial brand block
 Merchandising Principles
• Principle 2 – Ensuring share of space is
greater then your market share
 Merchandising Principles
• Principle 3 - Eye level = Buy level
 Merchandising Principles
• Principle 4 - Make your stocks available with the
leader
“ Tell me about your friends – I will tell u who u are”
 Project Aids
• Order Books.
• Price list.
• Common id.
• Evaluation
Thank You