Marketing Mix of Fiama Di Wills and 4Ps (Updated 2024)

The Marketing mix of Fiama Di Wills analyses the 4Ps of Fiama Di Wills, which includes the Product, Price, Place, and Promotion of Fiama Di Wills. Fiama Di Wills is a subsidiary brand of its parent company, ITC Limited. It is of Indian origin and was launched in the consumer market in 2007. The brand resulted from intensive four-year research by the R&D department of its parent company. It is associated with the FMCG industry and is a personal-care brand dealing in skincare and haircare products. Some of its competitors are as follows-

• Sunsilk
• Dove Shampoo
• Pantene

About Fiama Di Wills

• Type: Personal care brand
• Industry: Consumer goods
• Founded: 2007
• Founder: ITC Limited
• Headquarters: Kolkata, India
• Area served: India
• Key people: Sanjiv Puri, Chairman & Managing Director.
• Number of employees: Over 1000

Fiama Di Wills Product Strategy

Fiama Di Wills has a diversified range of products that is a combination of science and nature. It provides gentle care with effective results.

The company has targeted both males and females as its customers, and its products are for both. The kit includes haircare and skincare products like shower gel, bathing bars, conditioner, and shampoos.

The product mix of Fiama Di Wills in 2023 is as follows(Source)

1. Bathing Bars/Soap: Fiama Di Wills offers a variety of bathing bars or soaps with different formulations, fragrances, and skin-enhancing properties. These may include moisturizing bars, exfoliating bars, and more.
2. Shower Gels: The brand provides a selection of shower gels enriched with natural ingredients, appealing fragrances, and specific benefits like hydration, rejuvenation, or freshness.
3. Shampoo and Conditioner: Fiama Di Wills offers shampoo and conditioner products that cater to various hair types and concerns, such as damage repair, volume boost, and dandruff control.
4. Body Wash: Besides shower gels, the brand offers specialized body wash products that nourish and moisturize the skin.
5. Bath Accessories: Fiama Di Wills may also offer bath accessories such as loofahs, sponges, and bath puffs to complement the bathing experience.
6. Hand Wash and Sanitizers: The brand may include hand wash and sanitizers in its product range, promoting cleanliness and hygiene.
7. Deodorants: Fiama Di Wills may offer deodorants and antiperspirants with various scents to keep users feeling fresh throughout the day.
8. Other Personal Care Products: Depending on market demands, Fiama Di Wills may expand its product mix to include other personal care items such as body lotions, talcum powders, and more.

Fiama Di Wills Place Strategy

Fiama Di Wills is a vital brand from ITC Kitty, and it has been able to use the distribution network of its parent company to market its products far and wide. The network includes a traditional channel of wholesalers and from them to retailers and lastly to consumers through several retail outlets and stores. ITC has adopted a Go-To-Market strategy for its brand Fiama Di Wills.

It has a presence in most of the premium outlets of metro cities and is also spread to small shops in rural India. The company uses containers and trucks for long-distance transportation and tempos for small-distance hauls. Its products are readily available in corner shops, convenience shops, superstores, malls, discount stores, and hypermarkets.

Here are five key points related to Fiama Di Wills’ place strategy:

1. Multi-Channel Distribution: Fiama Di Wills products are available through a multi-channel distribution network, including supermarkets, hypermarkets, pharmacies, and online marketplaces. This extensive network ensures broad accessibility to consumers across urban and rural areas.
2. Pharmacy and Health Stores: The brand strategically places its products in pharmacies and health stores, targeting health-conscious consumers and prioritizing quality personal care products and hygiene.
3. Beauty and Cosmetics Stores: Fiama Di Wills products are often featured in beauty and cosmetics stores, where customers can explore the brand’s range and receive product recommendations from trained beauty professionals.
4. E-commerce Presence: Fiama Di Wills maintains a robust online presence, offering its products through its official website and leading e-commerce platforms. This digital accessibility provides convenience for customers to shop from the comfort of their homes.
5. Promotional Events and Roadshows: The brand may organize promotional events, roadshows, and product demonstrations at shopping centers and malls to engage directly with consumers, allowing them to experience the products and learn about their benefits.

Fiama Di Wills Pricing Strategy

Fiama Di Wills has been projected as a premium brand with qualitative products. The company has decided to adopt a mid-premium pricing policy for its products to create a larger sales volume. It cannot afford to keep premium product prices to compete successfully with its competitors. Hence, it has decided to cut its profits in favor of larger volumes by adopting a value-based pricing policy.

The brand has launched small amounts of economical prices to penetrate the consumer market fully. Fiama Di Wills has decided to keep its prices affordable and reasonable so that it is easy for customers to buy its products.

Here’s an overview of Fiama Di Wills’ price strategy:

1. Premium Pricing: Fiama Di Wills positions itself at the upper end of the personal care market, pricing its products at a premium to reflect their quality, advanced formulations, and unique sensory experiences.
2. Product Tiering: The brand implements product tiering by offering various products within each category. This allows consumers to choose products that align with their specific skincare or bathing needs while accommodating different budget preferences.
3. Innovation and Differentiation: Fiama Di Wills justifies its premium pricing through continuous product innovation and differentiation. By introducing advanced ingredients, proprietary technologies, and unique fragrances, Fiama Di Wills enhances its perceived value in the eyes of consumers.
4. Limited Editions: Fiama Di Wills occasionally releases limited-edition products with premium pricing to create excitement and exclusivity. These unique offerings often feature distinctive packaging, formulations, or fragrances catering to enthusiasts and collectors.
5. Discounts and Promotions: Fiama Di Wills strategically offers discounts and promotions during festive seasons and special events while maintaining its premium image. This allows Fiama Di Wills to tap into increased consumer spending while maintaining its pricing integrity.
6. Bundling and Gift Sets: Fiama Di Wills often offers product bundles and gift sets that provide added value to consumers, encouraging them to purchase multiple items at once and enhancing their overall bathing experience.

Fiama Di Wills Promotion Strategy

Fiama Di Wills has adopted an intensive Push-and-pull marketing strategy to create brand awareness. Commercials are shown between popular television shows to create maximum awareness. The company has utilized various promotional tools like free samples, demo campaigning, rural campaigns, and several events and sponsorship deals.

It has also taken the help of celebrities to market its products. Indian film star Deepika Padukone has been endorsing this brand from its inception, and later, Sapna Bhavana, a professional hairstylist, also became associated with it. Fiama Di Wills’ has organized several workshops for hair & care called Tress Tal,k. In 2010, it made a deal with Disney India to create limited-edition packs to be sold along with Hanna Montana accessories.

It was also the sponsor of “Wills Lifestyle Fashion Week” in 2010. Fiama Di Wills has received several awards, and its “Transparent Gel Bathing Bar” received the “Product of Year trophy” in 2010. Fiama Di Wills has created attractive packaging for its products by using transparent bottles to make them more appealing.

Fiama Di Wills’ promotion strategy centers on:

1. Celebrity Endorsements: Fiama Di Wills leverages celebrity endorsements from popular entertainment and beauty industry figures to build credibility and create aspirational value.
2. Digital Marketing: Fiama Di Wills invests heavily in digital marketing, utilizing social media, influencer partnerships, and engaging content to connect with its target audience and promote its premium personal care products.
3. Experiential Marketing: Fiama Di Wills often organizes experiential marketing events, product samplings, and spa-like experiences to allow consumers to interact with and appreciate the sensory qualities of its products, reinforcing its promise of indulgent bathing.

Some Recent Video ads and Print ads of Fiama Di Wills are:

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