PROJECT REPORT

ON

STUDY OF THE AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A

BRAND

TOWARDS THE FULLFILLMENT FOR THE POSTGRADUATE DEGREE IN

MASTER OF MANAGEMENT STUDIES{MMS}

AS PER

UNIVERSITY OF MUMBAI

SUBMITTED BY

ANKIT KUMAWAT

{MARKETING}

BATCH 2011-2013

KOHINOOR BUSINESS SCHOOL

KURLA, MUMBAI.

A PROJECT REPORT ON

STUDY OF THE AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A

BRAND

SUBMITTED BY

ANKIT KUMAWAT

(MARKETING)ROLL NO -05

Batch 2011 – 2013

UNDER THE GUIDANCE OF

PROF.Rachana Chawla

CORE FACULTY – MARKETING

UNIVERSITY OF MUMBAIKOHINOOR BUSINESS SCHOOL,

KURLA, MUMBAI.

DECLARATION

I hereby declare that the project report entitled “STUDY OF THE

AWARENESS AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND’’

carried out at“IMRB INTERNATIONAL” is my work submitted in partial

fulfillment of the requirement for Degree of MASTER OF MANAGEMENT

STUDIES (MMS), UNIVERSITY OF MUMBAI from KOHINOOR BUSINESS

SCHOOL, KURLA, MUMBAI and not submitted for the award of any degree,

diploma, fellowship or any similar titles or prizes.

Date: Signature: _______________

Place: Mumbai Student Name: ANKIT KUMAWAT

CERTIFICATE

This is to certify that the project entitled “STUDY OF THE AWARENESS

AMONG THE CUSTOMER FIAMA DI WILLS AS A BRAND” is successfully

completed by “Ankit kumawat” during the second year of his course, in partial

fulfillment of the Masters Degree in Management Studies, under the

University of Mumbai, through KOHINOOR BUSINESS SCHOOL,

Kurla,Mumbai-400070.

Date:

Place: Mumbai Rachana chawla

Acknowledgement

To begin with firstly I would like to thank placement head of our institute Bryan D’souza Sir, for giving us the opportunity to do summer internship with India’s leading market research organization, imrb international.

I also would like to express my gratitude to everyone at imrb international especially Dhananjay Maniwade Sir, Field Manager, and other Executives Namely Manisha mam, Shwetha Mam, and Subhash Sir for their co-operation and extended support during the project by giving their necessary inputs required to carry out the project efficiently.

My guide Rachana chawla was very helpful during the project and the project would not have been completed on time without the support of our libraray and computer lab staff.

We would like to take this opportunity to extend our warm thoughts to

those who helped me in making this project a wonderful experience.

1 EXECUTIVE SUMMARY

2 RESEARCH OBJECTIVE

3 RESEARCH METHODOLOGY

4 DATA SOURCES

5 LIMITATIONS

6 CHAPTER 1. INTRODUCTION

7 CHAPTER 2. COMPANY PROFILE

8 CHAPTER 3. MAIN CHAPTER

9 ANALYSIS AND FINDINGS

10 CONCLUSIONS

11 APPENDICES

12 QUESTIONNAIRE

EXECUTIVE SUMMARY

INDEX

IMRB International (formerly “Indian Market Research Bureau”) is a

multi-country market research, survey and business consultancy firm that

offers a range of syndicated data and customized research services.

Headquartered in Mumbai, India with operations in over 15 countries IMRB is

a part of the Kantar Group, WPP’s research, insights and consultancy network.

Established in 1970, IMRB was modelled on the lines of the British Market

Research Bureau. IMRB is now a leading provider of market research and

insights across South Asia, the Middle East and North Africa with specialist

divisions in quantitative, qualitative, media, retail, industrial, customer

satisfaction, business to business and social and rural research. IMRB’s

syndicated research offerings include the Market Pulse, the National Food

Survey, Web Audience Measurement (WAM), I-Tops, and I-Cube reports.

With over 1200 employees, IMRB is one of the largest providers of market

research in India in an industry estimated to be worth a minimum of $ 187

million. As the oldest extant market research company in India, IMRB has

been responsible for establishing the first and only household panel, the first

television audience measurement system and the first radio panel in the

country and has played a key role in the development of market research in

India. It has been rated the ‘Best Market Research Company’ by MRSI an

industry body for several years.

RESEARCH OBJECTIVE

Following are the objectives of My study:

1. To understand the awareness among customer about fiama di wills as a

brand in mumbai

2. To study the brand positioning of fiama di wills in personal care segment.

3. What is the preference of the customer 4. How much People know about the fiama di wills

RESEARCH METHODOLOGY

Research Design

Research design selected for this project is Descriptive.

Data collection Method:

Primary Data Collection Method:

Survey method was used for primary data collection.

We used questionnaire as an instrument for survey method.

Structured questionnaire.

Type of questionnaire: Open ended and closed ended.

Secondary Data Collection method:

Reference books.

Internet.

DATA SOURCES

The objectives outlined earlier are achieved through the accomplishment of the

following tasks - review of existing literature, formulation of a research

proposal, and design of questionnaires, data collection.

Sampling unit: In this study the sampling unit is individual consumer.

Sample size: 100 consumers 100 retailers.

Sampling method: The sample is selected by using convenience-sampling

method.

LIMITATIONS

Data don’t represent entire population behavior.

It was assumed that respondent have the knowledge about ITC.

The limited sample size and therefore to get a clear perspective we may need have a large sample base. sample size is only 100.

The survey is limited to the geographical areas covering various parts in

Mumbai only.

Respondent may give biased answer due to some lack of information about

other brands.

Findings of the study are based on the assumption that the respondents have

given correct information.

The language problem will be come under the study.

CHAPTER 1. INTRODUCTION

In September 2007, ITC launched Fiama Di Wills, a premium range of personal care products comprising shampoos, conditioner, shower gels,

bathing bar and face and body Talc. The Fiama Di Wills range combines the goodness of nature and science, providing gentle and effective care. The Fiama Di Wills product portfolio has been developed by scientists at the ITC R&D Centre, leveraging the expertise of International product formulation specialists. The fragrances, aesthetics and packaging have been developed in collaboration with European specialists. Fiama Di Wills products are targeted at the young, modern, aware customers who are confident of themselves and seek indulgences that make them feel alive and beautiful.

Fiama Di Wills Hair Care Range consists of the Colour Damage Repair System, the Anti Hair Fall System and the Total Damage Repair System. Each range has a shampoo, a conditioner and a serum. Made from the goodness of Nut Oils and Restore System the range gives 6X stronger hair.

 

Fiama Di Wills Skinsense Bathing Bar. The skin is made up of proteins and every time one bathes with a soap these proteins are washed away making the skin dull, dark and lifeless. Fiama Di Wills Skinsense bathing Bar is enriched with plant derived extracts and 6 Pro formula that ensures skin loses minimum proteins making it soft, supple, radiant, moisturized, even toned and smooth.

 

 

Fiama Di Wills Shower Gels & Shower Gel Bars product range includes the Exotic Dream, the Clear Springs and the Mild Dew. They all have natural ingredients and scientific beads that make the skin beautiful and soft. The ITC Research and Development has found a revolutionary method – the Liquid Crystal Freezing technology to freeze

the goodness of these shower gels in a soap. Now one can actually experience the beauty of a shower gel in a soap.

 

Fiama Di Wills Face and Body Talc has been introduced in a variety of exotic, international fragrances.  The product range is enriched with the unique Enviro Defense Complex that protects the skin from the damaging effects of the sun.

Fiama Di Wills Swiss Soft is for sensitive skin and helps reduce skin irritation and soothes the skin.

Fiama Di Wills European Lite promises to reduce skin oiliness and its fragrance is as refreshing as the European Air.

Fiama Di Wills Australian Care in Sun combats UV rays and gives the confidence to celebrate sunshine, while protecting the skin and leaving it fragrant.

 

Fiama Di Wills Men

Fiama Di Wills Men's bath care range is enriched with Sea Minerals and Blue Lotus extracts . It keeps one rejuvenated and re-energized all day long.  Voted "Product of the Year" the shower gel is the perfect kick start to the day and night - making one feel confident and enhancing the looks even more.

In line with ITC's aspiration to be India's premier FMCG company, recognized for its world-class quality and enduring consumer trust, ITC forayed into the Personal Care business in July 2005. In the short period since its entry, ITC has

already launched an array of brands, each of which offers a unique and superior value proposition to discerning consumers. Anchored on extensive consumer research and product development, ITC's personal care portfolio brings world-class products with clearly differentiated benefits to quality-seeking consumers. ITC's Personal Care portfolio under the Essenza Di Wills', 'Fiama Di Wills','Vivel Di Wills' 'Vivel UltraPro brands has received encouraging consumer response and is being progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal. Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior, differentiated products that meet the consumer's stated and innate needs. The product formulations use internationally recognised safe ingredients, subjected to the highest standards of safety and performance.

CHAPTER 2. COMPANY PROFILE

IMRB is the vision of Mr. Subhas Ghoshal, the legend We are a part of WPP

which is formed by Sir Martin Sorrell in 1985. WPP is a £8.68 billion; revenue

company with 138,000 employees in 2400 offices across 107 countries.

Kantar is WPP’s research, insight & consultancy network. Kantar was founded

in 1993, is now the world’s fourth largest research conglomerate. It boasts of

$1.7 billion worth of revenue with offices in 160 offices across 95

countries.dary head of HTA (now JWT). We are born out of conviction that

good advertising can only be built on sound consumer insight. We are the

University of the Indian market research. We are one of the top 20 Market

Research companies in the world. IMRB was set up in 1970, a full 37 years

after BMRB was set up in UK by JWT.

How are we different?

We add value to clients - real value. We develop a learning culture that fosters innovation and we also contribute to academia and policy makers. We have developed a sustainable working environment that is good and fair to us and our clients. We have the largest team of researchers and analysts with around 4 decades of leadership in the region. We have 26 offices in 12 countries each of them equipped with specialized units by research methods and industry sector. We have 4.4 million customer interactions every year.

Our Methods and Philosophy

Our perspective is unique. Our approach is refreshing. And our solutions provide a comprehensive response to our client’s needs, not packaged data

but custom solutions for clients. We offer services with the integration of qualitative and quantitative tools.

We are designed in India for India, our measures and scales are created to maximize sensitivity. We work together with TGI, Web-I, IMRB Retail, Market Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by combining consumer understanding and brand knowledge with intuition and innovation.

Our Achievements - Our Goals

IMRB has demonstrated its vision and leadership in the Indian market by establishing several industry wide measurement and rating systems. Notable amongst these is our pioneering role in establishing India’s first TV rating system (TAM) and the creation of social economic classification (SEC) system in India.

We have won several prestigious awards. Amongst them the most noteworthy being the MR Agency of the year from 2005-2009. We have presented cutting edge research for several years at international forums including ESOMAR and won awards for our efforts. We have also been awarded the WPP’s Atticus award jointly with JWT.

Our DivisionsIMRB International has been offering specialised research services for around 4 decades to clients in India and overseas. IMRB International operates out of its five full service offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional centers for collection of survey information.

IMRB International has eleven specialist units:

Abacus Business Operations: ABO

Abacus Business Operations: ABO is an ISO 9001:2008 certified specialist unit of IMRB International. It has the largest Custom research fieldwork and data collection capabilities in the country. With over 200 full time employees managing and supervising the work of over 4000 interviewers on any given day, we conduct over 4 million interviews annually. Over and above this, we interview another 1.5 million + telephonically.

 

IMRB International Divisions: ABACUS MARKET ANALYTICS

ABACUS MARKET ANALYTICS unit offers a wide range of services to all the research units in IMRB. These include data processing, charting, statistical analysis, database management and updation, software development and testing.

 

Abacus Research

Abacus Research looks after the domestic and International Field and tab business. They service Clients and Research Agencies which have their own Research set up and only want the data collected and clean data sent to them. Abacus Research has a team of expert Project Management Executives led by a seasoned and highly experienced Operations Director. This team also has the experience of managing the largest number of automotive clinics and have a protocol set up for the same. Abacus Research also runs FlexiBus – a study which gives Clients’ the advantage and of quick turnaround on a few critical questions and the flexibility to study the Target Group in markets of their choice at the cost of an Omnibus

 

IMRB International Divisions: BIRD

BIRD, the Business & Industrial Research Division of IMRB International, is the market research and consultancy division servicing B2B and industrial markets. For catering to technology markets including IT hardware, software & services and Telecommunication, there is an exclusive Group within BIRD.

 

IMRB International Divisions: BSG

The Brand Science Group (BSG) is a new unit at IMRB International that primarily focuses on Brand and Communication Research. Over the last few years IMRB Brand Science has been working towards the development of various tools that would help us get a better understanding of the Brand and its communication in an Indian Context.

 

IMRB International Divisions: CSMM

Customer Satisfaction Management & Measurement (CSMM) is an independent, specialist unit of IMRB International. CSMM is an exclusive member of the Walker Information Global Network (WIGN) in the Indian subcontinent.

 

 

IMRB International Divisions: Media & Panel Group

Media and Panel is an independent, specialist unit of IMRB International, incorporated in 1992. MPG handles different kinds of research both syndicated and customized. MPG has 4 different verticals: Consumer Panel (MarketPulse), Retail Unit, Media Unit, Mindtech Software and Systems.

 

IMRB International Divisions: PQR

Probe Qualitative Research is one of India's leading qualitative research groups and has executives specially trained in India and overseas in qualitative research methods.

Drawing on learning from ethnography, psychology and anthropology. It has created an array of validated tool-kits.

 

IMRB International Divisions: Quantitative Research

IMRB International's Customized Quantitative Research Division offers custom research solutions using quantitative methods to clients in India and abroad through its five offices in Mumbai, Delhi, Kolkata, Bengaluru and Chennai.

CHAPTER 3. MAIN CHAPTER

About Fiama Di Wills

In September 2007, ITC launchedFiama Di Wills, a premium range of personal care products comprisingshampoos, conditioner, shower gel sand soap.This premium range is a unique blend of nature and science that promises gentle effective care.

It is an outcome of 4 years of extensive research and development by experts at ITC R&D Centre. The packaging for all Fiama Di Wills products has been developed by a leading European design firm and the fragrances have beendeveloped by an international fragrance house inFrance.

Fiama Di Wills 

Shampoosdeveloped in collaboration with tech Labs Inc., USA, offers a range of five variants. Each of these is designed to deliver a specific hair benefit to the consumer :

Everyday Mild(with extracts of Thyme & Juniper) is a gentle caringshampoo suitable for daily use.

Aqua Balance(with extracts of Magnolia Blossoms & Watercress) is agentle moisturizing shampoo ideal for dry, dull hair.

Volume Boost(with extracts of Rosemary & Sage) is a gentlevolumizing shampoo ideal for thin, limp hair.

Silky Strong(with oils of Macadamia Nut and Babassu) helps makehair smooth, silky and strong and is ideal for weak, damaged hair.

Shine in Style(with extracts of Chamomile and Green Tea) makes hair shiny and manageable, easy to style and is ideal for dull to normal hair. Each of these shampoos can be complemented with Fiama Di Wills Polishing Drops conditioner. This gentle conditioner enriched with Avocado Oil and Burdock extract promises to make hair shiny, soft and smooth. It also gives the additional benefits of UV protection as it contains Sunflower Seed extract, which is a natural UV absorber. The Fiama Di Wills product line also consists of a 3-variant range of transparent shower gels which are unique as they come with suspended beads:

•Mild Dew(enriched with soft beads, peach and avocado extracts) is for soft, moisturized skin.

•Clear Springs(enriched with jojoba beads, sea weed and lemongrass extracts) is for clear healthy skin.

The Fiama Di Wills range of soaps has been launched under the sub - brandSkin Sense.

The first variant to be introduced in this range isSoft Green.This is a gentle caring soap, which helps enhance retention of skin proteins making skin look beautiful and youthful. Between February and June 2008, ITC expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps and shampoos, cater to the specific needs of a wide range of consumers

Soaps Harmful

ingredientsEffects

Dettol  Isopropyl alcohol

Sodium chloride

Dries and irritates skin, stripping its moisture and immune barrier.

Eye and skin irritation if used in too high concentrations

Dove

Fragrance

Titanium Dioxide

Cocamidopropyl Betaine

Cancer forming, asthma, allergies, headaches, vomiting, dizziness to skin, discoloration, birth defects

Carcinogen

Itching, burning and blistering of skin

Fiama di wills

Propylene glycol

 

Fragrance, Glycerin, Sodium chloride, Cocamidopropyl Betaine

Causes dermatitis, kidney & liver abnormalities,  may inhibit skin cell growth and be irritating to the skin

The following table gives the comparison between the soaps in terms of ingredients. The factors considered are harmful ingredients in the soaps and the effects caused by the ingredients.

brand of Soap do you use

Bathing –soaps Respondents

Lux 41

Hamm 3

Fiama di wills 14

Nima 8

Others 34

AWARENESS OF FIAMA DI WILLS

From the above data it can be seen that 70 percent of the respondents who

participated in the survey are aware of fiama di wills. since its launch in

September 2006, the company has promoted the brand aggressively and

has ceated a lot of awareness through various means of marketing

always buy the same brand of Soap

Particulars Respondents

Yes 57

No 43

USAGE OF FIAMA DI WILLS

Even though there are many options other than fiama di wills range in the

market, almost 50 percent of the respondents used the product atleast one

point of time, remaining 30 percent have not tried the product at all while

20 percent of the respondents didn’t mention on their usage.

factors do you normally consider while purchasing a particular brand of Soap

Factors Bathing soap

Fragrance 19

Quality 33

Company image 16

Price 23

Packaging 6

Others 3

REASONS FOR CHOOSING FIAMA DI WILLS

For any brand to be succesfull in the personal care category, it should

meet the requirements of the consumer and should give the value that

he or she desires from the brand.

40 percent of respondents have said that they use fiama di wills as it

gives them value for money proposition.

20 percent have said that they get variety of options in fiama di wills,

while 20 percent of the belief that because of availability of products

conveniently they buy fiama di wills, and remaining 20 percent said

because of affordability they use fiam di wills.

OVERALL QUALITY OF USING FIAMA DI WILLS

Fiama di wills is known for offering quality and 40 percent of the

respondents said that the quality of fiama di wills is good, 30 percent

believed that its fair in terms of quality, and needs to be upgraded.

Remaining 20 percent said that the qulaity of fiama di wills is excellent.

ALTERNATIVES TO FIAMA DI WILLS

Fiama di wills has tough competition in personal care category, and when

asked to responents about which other alternative they consider apart

from fiama di wills, then 30 percent said they prefer garnier and adidas,

while 20 percent said they prefer lux and others brands.

In line with ITC's aspiration to be India's premier FMCG company, recognized for its world-class quality and enduring consumer trust, ITC forayed into the Personal Care business in July 2005. In the short period since its entry, ITC has already launched an array of brands, each of which offers a unique and superior value proposition to discerning consumers. Anchored on extensive consumer research and product development, ITC's personal care portfolio brings world-class products with clearly differentiated benefits to quality-seeking consumers. ITC's Personal Care portfolio under the Essenza Di Wills', 'Fiama Di Wills','Vivel Di Wills' 'Vivel UltraPro brands has received encouraging consumer response and is being progressively extended nationally.

ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. Contemporary

technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal. Extensive insights gained by ITC through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior, differentiated products that meet the consumer's stated and innate needs. The product formulations use internationally recognised safe ingredients, subjected to the highest standards of safety and performance.

 

Findings from the project:

FMCG industry occupies the fourth largest place in indian economy, and Personal care segment is major revenue earner of fast moving consumer goods companies, and with the consumer behaviour changing drastically from time to time, many companies are now focussing on offering quality products at an affordable price.

Itc has launched the fiam di wills variant keeping in mind the aspirational urban consumer mindset and it has taken a lead over other competitors in terms of innovation.

The company focusses mostly on research and based on that they launch various products, since men grooming segment is growing at a rapid pace, the company has launched fiama di wills men exclusively for men.

In terms of awareness, many people are aware as they are doing a massive ad campaigns acros the country.

The Personal Care Products business' product offerings under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel' and 'Superia' brands continued to gain consumer franchise with revenues growing significantly during the quarter. The business continues to launch new products that deliver various consumer benefits in the soaps, shampoos and skin care categories.

During the quarter, the business launched 'Vivel Clear 3 in 1' soap which offers a unique three-fold benefit by providing germ protection, moisturisation and nourishment. In the shampoos segment, the business launched the Fiama Di Wills range of hair care treatment in three variants viz., 'Anti Hair fall Control Shampoo with Conditioner and Serum', 'Colour Damage Control shampoo with Conditioner and Serum' and 'Total Damage Control shampoo with Conditioner' which are enriched with rare natural oils and incorporate damage repair technology. These are being rolled out to select markets and have been well received by consumers. With continuing extensions to target markets, 'Vivel Active Fair' fairness cream has garnered a healthy market share in launch markets. 'Fiama Di Wills' with its new 'Aqua Pulse Bath Care' line of shower gel and bathing bar and 'Vivel' with its new product variants - 'Vivel Luxury Crème', 'Vivel Healthy Glow', 'Vivel Sandal Glow' - rolled out earlier this year, continued to be well received by the consumer and are being extended to more target markets.The business' foray into the domestic Talc market with the launch of 'Fiama Di Wills Face and Body Talc' in select markets has been well received.The business continues to leverage its state-of-the-art manufacturing facilities and make investments in product innovation, quality and R&D aimed at delivery of specific consumer benefits. It is also continuously enhancing the quality of engagement with consumers through efficient deployment of media, direct contact and promotional activities across conventional and new age consumer connect avenues.

FMCG are such a market where the level of loyalty remains low and this is because of many reasons.

Quality as the most influencing factors in the purchase decision while price is

also an important for purchase decision.

Schemes always attract more and more consumers towards particular brand. Simultaneously it gives idea about the factors which consumers look most in the product before they make final decision

Price off and extra quantity is the two main offers/schemes which consumers have came across at the time of purchase

TV as the best media to market the product which will cover majority of the viewer ship. On the second place it shows news papers as the media to promote the product in the market

People are not much aware of the schemes which continue in the market it may be because of the present stock of the product at their place.

Companies need to create sufficient awareness about sales promotion

schemes through mass media in order to create awareness. FMCG products

are low involvement products characterized by switching behavior. Also the

person going to the shop for the purchase of soap is the final decision maker

of the brand. Hence it is essential that companies need to design attractive,

striking, visible POPs for scheme announcements.

With respect to nature of scheme, the finding suggested that premium (free

gift) was popular with companies. While both retailers and consumers

preferred price offs. So it is necessary that the perceived value of a free gift

has to be appealing and high for the target consumers.

Repetitive use of the same premium for a prolonged period may have negative

effect on the loyal customers. When the company is giving its own product

free as premium, it needs to ensure the quality of the product from it as it is

likely to jeopardize the image of both its products.

CONCLUSION

Sales Promotion has ceased to be major differentiator at least in the metros,

with almost all companies offering similar freebies and gifts. As a result now

marketers have to find out some innovative ways of sales promotion to

differentiate from competitors. Currently Price off and Bye one get one free

offers are very effective to attract the consumers towards the products.

We have noted that these kind of promotional tools are useful for short term

increase in sales and to induce first trial. These types of promotional schemes

should be consistent and changed from time to time depending upon season

and competitor’s schemes.

With the Increasing number of supermarket, the branded packaged goods

work as silent sales person. So in such stores, sales promotion plays a more

effective role in stimulating consumers’ demands.

With the increase in disposable income, and due to more health consciousness lifestyle of consumer, men are becoming more aware of their looks and now want to spend more on their health and wellness services. Now men are increasingly becoming conscious and competes equally with women in terms of looking good.

Fiama di wills positions itself as a premuim brand and caters to diverse target

groups, the men grooming segment is man emerging category and all the

major players are entering into the category.

In the current scenario where there are many players operating in the same

category and increase of consumer wants and needs force the companies to

come up with new and revolutionary products from time to time.

ITC since is a conglomerate entered into this segment with a purpose and to

leverage its brand position and to generate more profits, however it has tough

competitors like HUL, Dabur, Marico, and wipro among other samll

companies.

Almost all the companies are generating profit more from the rural areas than

from the urban cities so ITC in order to increase its presence in the market it

should target the bottom of the pyranid market with different variants by

offering great vaule for money products.

Questionnarie

Personal Details

1) Name: - ___________________________________________________________

2) Education qualification:- ________ 3)Occupation: - ____________

4) Age group:- 20-30 30-40 40 and above

5) Address :

6) Contact number:.....................

7) Monthly household income :-

a) 10,000 – 20,000

b) 21,000 – 30,000

c) 30,000 – above

1-Have you ever heard of fiama di wills range of products?

Yes no

2-have you ever used fiama di wills products?

Yes no

3- Which brand of Soap do you use?

4- Which factors do you normally consider while purchasing a particular brand of Soap

FactorsBathing soap

FragranceQualityCompany imagePricePackagingOthers

5- Have you ever used Fiama di wills men exclusively designed for men?

Yes no

6- your main reason of choosing Fiama di wills men over other brands?

Affordability Value for money Variety Availability

7- Do you consider promotional schemes while purchasing a particular brand of Soap ?

Bathing –soaps RespondentLuxFiama di willsLifebuoyNirmaOthers

Particulars RespondentYesNo

8- How often do you use the Fiama di wills men products?

Once a week once a fortnight once a month

9- Do you feel still there is any scope for improvement to enhance the brand value? If yes what?

Yes no

10- Which medium do you feel is suitable to promote the various promotional schemes?

Source RespondentRadioTVNewspaperHoardingOthers

BIBLIOGRAPHY

www.imrbint.com

www.itcportal.com

www.google.com