Summer Trainees Induction

Pune Branch 01.05.2009

ITCs 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

Category Key Ingredients Competition ITC Price Pantene Garnier Dove Dove Palmolive Lux Dove Rs 99/109 - 200 ml Rs 54/59 - 100 ml Rs 3 - 7.5 / 9ml Rs 99 - 200 ml Rs 54 - 100 ml Remarks Benchmarked with Garnier/Dove Benchmarked with Lux/ Palmolive Fiama Exotic Naturals Shampoo (4) Fiama Suspended Shower Gel Particles (3) Fiama Soap Plan Derived (1) Complex

Fiama Conditioner Exotic Naturals Garnier (1)

Rs 100 - 100* 3 gms Benchmarked Rs 40 - 100 gms with Dove Rs 30 - 70 gms Benchmarked Rs 68 - 100 ml with Garnier/Pantene

Fiama Functional Benefit

Product Variant Everyday Mild Fiama Aqua Balance Shampoo Volume Boost Silky Strong Mild Dew Fiama Clear Spring Shower Gel Exotic Dream Fiama Skinsense Green Soap Fiama Polishing Drops Conditioner Benefit Soft/ Tangle free Hair 3 times more hydration Volume/bounce from 1st wash Shine & Strength (100% stronger hair) Soft Moisturised skin Exfoliates - cleanses Freshness thru the day Reduces loss of Skin protein Deep conditions/ Protects from UV

Vivel & Competition

Category Vivel Shampoo (3) Key Ingredients Competion Sunsilk Actipro K Clinic Plus ITC Price Rs 89- 200 ml Rs 49 - 100 ml Rs 6 - 32 ml Rs 2 - 8 ml Rs 18-75 gms Remarks Benchmarked with Sunsilk

VDW Soap (2) Actipro N Vivel Soap (4+1)

Benchmarked with Lux International Rs 49 - 75*3 gms Lux International Lux Santoor Rs 17/18 - 92 gms Rs 6 - 45 gms Benchmarked with LUX & Santoor

Actipro N

Vivel Shampoo sachets to be placed in outlets carrying sachets with MRP Rs 2 & above.

Vivel Functional Benefit

Product Variant Shine & Glow Shampoo Volume Bounce Soft & Fresh Sheer Radiance VDW Sheer Crme Young Glow Satin Soft Vivel Sandle Sparkle Silk Spring Ayurveda Essence Ingredients Green Tea/ Conditioner Jajoba/ Conditioner Soya Protein/Conditioner Olive Oil Shea Butter Vit E+ Fruit Infusions Vit E+ Aloe Vera Sandal oil + Clay Green Apple + Olive oil 20 Ayurvedic Ingredients Benefit Shiny Hair More Volume/ More Bounce Soft Fragrant Hair Radiant Skin Moisturised Skin Glowing Skin Soft Skin Clear Skin Silky Skin Healthly/ Beautiful Skin

Superia & Competition

Category Sub Category Competition ITC Price Health Rs 35 - 125 ml Shampoo (1) Clinic Plus Rs 15 - 56 ml MAXI Re 1 - 7 ml Superia PROTECT Shampoo (3) Beautly Rs 25 - 100 ml Shampoo (2) Rs 10 - 50 ml Chik & Lux. Vibrant green & Rs 1 - 8 ml Shiny Black Rs 0.5 - 4 ml Breeze Rs 10 - 92 g Godrej No 1 Rs 30 - 92*3 Superia Soap (4) N.A Rs 12 - 125 g Dyna Rs 50 - 116*4 Remarks Benchmarked with Clinic Plus

Benchmarked with Chik Benchmarked with Breeze, and Godrej No.1

Superia Functional Benefit

Product Sub Category Key Ingredient Triple conditioners & Germ Health Shampoo Maxi Protect Fighters Triple Conditioners & Hibiscus Superia Shiny Black and brahmi extracts give Shampoo radiance, smoothness & shine Beauty Shampoo Triple Conditioners & Amla & Vibrant Green Arnica Extracts give radiance & natural shine Enriched with Fragrance of Fragrant Flower Rose & Lavender Oil Healthy Glow Enriched with Orange Oil Superia N.A Enriched with Natural Neem & Soap Natural Glow Coconut oil Enriched with fragrance of Soft Sandal natural Sandal & Almond oil Variant Benefit Healthy Hair Black Shine

Natural Shine Fragrant Glowing Skin Heathly glwoing Skin Natural Glowing Skin Youthful Glowing Skin

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