Personal Care
Introduction
ITC ventured into the Personal Care business in 2005, keeping with its aspiration of being India’s premier and diversified FMCG company providing different range of products to its customers. Within a short time period, ITC has launched a number of brands like Vivel, Fiama Di Wills, Engage etc. ITC does extensive consumer research to capture the consumer tastes and trends and then tries to incorporate them in their personal care products. The R&D and Product Development teams of ITC in this segment play a major role in ensuring that the consumer requirements are met. Hence the response received by them in the market is encouraging and overwhelming, especially keeping in mind the short span of time for which they have been operational in the segment.
The …show more content…
The products are mainly branded as premium products and meant for the upper middle class consumer segments. In its bid to provide a lot of options to the consumers, it is causing cannibalization and is also a victim of cannibalization by other brands of ITC especially Vivel. The main threat of the brand is from other established brands in the market. The personal care products of ITC are late entrants into the market and hence face competition from established products.
Vivel
Like with Fiama Di Wills, ITC adopted a similar strategy with Vivel. They released a wide variety of products under the brand and made the pricing different from that of Fiama Di Wills. The marketing and the distribution muscle of are major strengths for the brand and gives it a wide reach. The products are also priced slightly lesser than the products under the brand of Fiama Di Wills. Cannibalization and lack of appeal towards men are the main disadvantages of the brand.
Superio
Personal Care: Competitors HUL P&G
Introduction
ITC ventured into the Personal Care business in 2005, keeping with its aspiration of being India’s premier and diversified FMCG company providing different range of products to its customers. Within a short time period, ITC has launched a number of brands like Vivel, Fiama Di Wills, Engage etc. ITC does extensive consumer research to capture the consumer tastes and trends and then tries to incorporate them in their personal care products. The R&D and Product Development teams of ITC in this segment play a major role in ensuring that the consumer requirements are met. Hence the response received by them in the market is encouraging and overwhelming, especially keeping in mind the short span of time for which they have been operational in the segment.
The …show more content…
The products are mainly branded as premium products and meant for the upper middle class consumer segments. In its bid to provide a lot of options to the consumers, it is causing cannibalization and is also a victim of cannibalization by other brands of ITC especially Vivel. The main threat of the brand is from other established brands in the market. The personal care products of ITC are late entrants into the market and hence face competition from established products.
Vivel
Like with Fiama Di Wills, ITC adopted a similar strategy with Vivel. They released a wide variety of products under the brand and made the pricing different from that of Fiama Di Wills. The marketing and the distribution muscle of are major strengths for the brand and gives it a wide reach. The products are also priced slightly lesser than the products under the brand of Fiama Di Wills. Cannibalization and lack of appeal towards men are the main disadvantages of the brand.
Superio
Personal Care: Competitors HUL P&G