Wills Lifestyle and Products

Presented By:
Kamal Sharma
Gaurav Dubey
 Profile
• Products are of ITC group.
• Chairman -Y C Deveshwar
• Top 3 sustained value creater
• Revenue – USD 6 Billion
• Market Cap –USD 18 billion

• ITC was incorporated on August 24, 1910 under the

name Imperial Tobacco Company of India Limited.
• India Tobacco Company Limited in 1970 and then to
I.T.C. Limited in 1974.
• First six decades of the Company's existence were
primarily devoted to the growth and consolidation of the
Cigarettes and Leaf Tobacco businesses.
 Profile
• ITC entered the Lifestyle Retailing business with the
Wills Sport range of international quality relaxed wear
for men and women in 2000. The Wills Lifestyle chain of
exclusive stores later expanded its range to include
Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003).
• ITC introduced Essenza Di Wills, an exclusive range of
fine fragrances and bath & body care products for men
and women in July 2005.
• 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and
December 2007 respectively.
• Vivel De Wills & Vivel range of soaps in February and
Vivel range of shampoos in June 2008.
 Wills Products
Cigarettes
Classic
Navy cut

Lifestyle Product
• Wils Classic - work wear
• Wils Sport - relaxed wear
• Wils Clublife -evening wear & fashion accessories
• Wils Signature -designer wear , created by the leading fashion designers of the
country

Personal Care Products

Essenza Di Wils -an exclusive range of fine fragrances and bath & body care
products
Fiama Di Wils - a range of premium shampoos and shower gels
Vivel De Wills & Vivel - range of shampoos and soaps
 Cigarettes
• Kurush n Grant -Director of ITC’s FMCG Bussiness

• ITC is the market leader in cigarettes in India. With its wide range of
invaluable brands, it has a leadership position in every segment of
the market. It's highly popular portfolio of brands.
• The Company has been able to build on its leadership position
because of its single minded focus on value creation for the
consumer through significant investments in product design,
innovation, manufacturing technology, quality, marketing and
distribution.
• ITC's cigarettes are produced in its state-of-the-art factories at
Bengaluru, Munger, Saharanpur and Kolkata. These factories are
known for their high levels of quality, contemporary technology and
work environment.
 Tobacco Use Among Youth in
India
 Tobacco is used by the youth all over India with a wide range of
variation among states.
 Two in every ten boys and one in every ten girls use a tobacco
product.
 Initiation to tobacco products before the age of 10 years is
increasing.
 There are currently about 240 million tobacco users aged 15 years
and above (195 million male users and 45 million female users) in
India.
Proposed Indian Health Warning
on Cigarette Pack
 Cigarettes
Format
Retail Shops
 Lifestyle Product
• Kurush n Grant -Director of ITC’s FMCG Bussiness

• ITC's Wills Lifestyle presents a complete fashion wardrobe that

complements every facet of personality at work, when relaxed, while
party and for those special occasions. Discover a tempting range of
designer wear, work wear, relaxed wear, evening wear and fashion
accessories.

• Branded apparel market is worth over Rs 33,000 crore (2008

figures) or over 20 percent of the Rs 1,28,347-crore domes-tic
apparel market and 40 percent of the overall urban apparel market.
 Specialty stores
The profile of a customer associate at a WILLS
LIFESTYLE , store would include the operations
• Selling – up selling , cross selling.
• Replenishment
• Visual merchandising
• Cashiering
• Inventory management
• Report generating
 Specialty stores
The Six Success Mantras

1 SEGMENTATION Creating brands from scratch with no history and lineage, ITC used
clear segmentation across its five product lines and the target audience.
2 GROUP SYNERGY Once the five products were created and communication strategies
set, ITC properties like foods and apparel store network to retail these brands. 
3 COMMUNICATION STRATEGY Like HUL, these brands sport Western names, and
different communication. Essenza &Fiama, meant for the elite, have English
communication, while Vivel & Superia use Hindi. 
4 BRAND EXTENSIONS Selective extensions as it doesn’t want to confuse consumers
with too many irrelevant brand extension & sub-brands. The Essenza range is the
only exception. 
5 BRAND AMBASSADORS ITC uses brand ambassadors strategically. While for the
Fiama and Vivel ranges it in brand ambassadors, for the Superia & Essenza ranges
is the real king. 
6 PACKAGING Since packaging plays a key role in product differentiation, ITC uses it to
the hilt. It has taken foreign experts’ help to make its products stand out from
competition. 
 Lifestyle Product
Format:
• Chain of exclusive Specialty stores -providing
the Indian consumer a truly 'International
Shopping Experience’
• Wills Lifestyle store
• Exclusive brand outlets’ (EBOs) and ‘shop-
in-shops’.
• Integrated Retail –web shoppers
• Online shopping
• Fashion Shows -Wills Lifestyle India Fashion
Week
 Personal Care Products
• Essenza Di Wils
• Fiama Di Wils
• Vivel De Wills & Vivel

• In line with ITC's aspiration to be India's premier FMCG

company, recognised for its world-class quality and
enduring consumer trust, ITC forayed into the Personal
Care business in July 2005.
• State-of-the-art manufacturing facility meets stringent
requirements of hygiene and benchmarked
manufacturing practices.
 Personal Care Products
Format:
• Specialty stores
• Wills Lifestyle store
• Online shopping
 References
www.itcportal.com
www.willslifestyle.com
www.essenzadiwills.com
www.fiamadiwills.com
www.vivelultrapro.in
Thank you