Fiama Di Wills Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Fiama Di Wills through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Fiama Di Wills Product Strategy:
Fiama Di Wills is one of the most popular skincare & haircare product brand. The product portfolio in its marketing mix comprises of skin care, hair care products that cater the needs of consumers irrespective of genders. Like their competitors, Fiama Di Wills have also launched products that aim at removing hair fall, hair regeneration as well as control hair damage. They promise to be a one stop solution in the skin and hair care domain. Fiama Di Wills’ diverse product line includes hair gel, soaps, shampoos etc. Some of their well-known product variants include variety of shower gels & shampoos.
Image: company website
This concludes the product strategy in Fiama Di Wills marketing mix & strategy.
Fiama Di Wills Price/Pricing Strategy:
Below is the pricing strategy in Fiama Di Wills marketing mix strategy:
Fiama Di Wills has successfully positioned itself as a premium brand with quality. Hence to penetrate in such a competitive market, it has cut down on profits making it premium product with reasonable price and hence economical for consumers.
This value-based mid premium pricing strategy has certainly paid off for them and they have positioned themselves well in the market space. To cater the consumers of the unorganized sectors, Fiama Di Wills have also introduced sachet of affordable prices.
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Fiama Di Wills Place & Distribution Strategy:
Following is the distribution strategy in the Fiama Di Wills marketing mix:
Fiama Di Wills is a very well distributed and widely available product owing to its strong parent brand. ITC as a parent brand has been very instrumental in creating a proper strategy for Fiama Di Wills’ distribution. ITC has it’s own vast distribution network spreading across the country and it has helped this personal care brand a lot in placing their products. Like other products of ITC, this also goes into the same wholesaler, retailer, and follows the chain with e-commerce websites where one can easily buy the products.
Apart from these, their distribution strategy helps to keep up it’s presence in every premium retail outlets as well as the unorganized sectors .
Fiama Di Wills Promotion & Advertising Strategy:
The promotional and advertising strategy in the Fiama Di Wills marketing mix is as follows:
As a part of promotion process, Fiama Di Wills has been instrumental in applying extensive push and pull marketing strategy to create awareness among its potential customers. With the advertisements in popular Tv series, Fiama Di Wills got into demo and free samples distribution for its awareness. Along with that, celebrity endorsements by leading film actresses and hairstylists also were done for advertisements. Fiama Di Wills organized workshops on hair care called “Tress Talk” and also released a special edition, partnering with Disney with Hannah Montana accessories. They were also rewarded for their attractive packaging which drove customer's attention and made them buy the product. Hence this completes the marketing mix of Fiama Di Wills.
About Fiama Di Wills:
Since the launch in 2007, ITC's subsidiary brand Fiama Di Wills concentrates on products providing gentle and effective care to modern and confident customers who seeks indulgences making them feel fresh, beautiful and young. The Fiama Di Wills brand is the outcome of four years of intensive research at the ITC Research and Development Center, Bengaluru.
The product differentiates itself as a unique of blend of the “nature and science” and has been effectively operating. The brand focuses on giving high quality products to all its customers.
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