Summer Trainees Induction

Pune Branch

01.05.2009

ITC’s 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 PositioningBrand Proposition

Fiama (Premium)Nature & Science comingtogether to give gentle &effective care for SKIN & Hair.

Vivel (Mid)

Powerful fusion of 3 keybenefits - Nourishment,Protection and Hydration forSkin and Hair through uniqueActipro complex.

Superia (Mass)Provides glowing skin & shinyhair through naturalingredients.

Fiama & Competition

CategoryKey Ingredients

Competition ITC Price Remarks

Pantene Rs 99/109 - 200 mlGarnier Rs 54/59 - 100 mlDove Rs 3 - 7.5 / 9mlDove Rs 99 - 200 mlPalmoliveLux

Rs 100 - 100* 3 gmsRs 40 - 100 gmsRs 30 - 70 gms

Fiama Conditioner (1)

Exotic Naturals Garnier Rs 68 - 100 mlBenchmarked with Garnier/Pantene

Benchmarked with Dove

Fiama Soap (1)

Plan Derived Complex

Dove

Fiama Shampoo (4)

Exotic NaturalsBenchmarked with Garnier/Dove

Fiama Shower Gel (3)

Suspended Particles

Benchmarked with Lux/ Palmolive

Rs 54 - 100 ml

Fiama – Functional Benefit

Product Variant BenefitEveryday Mild Soft/ Tangle free HairAqua Balance 3 times more hydrationVolume Boost Volume/bounce from 1st washSilky Strong Shine & Strength (100% stronger hair)Mild Dew Soft Moisturised skinClear Spring Exfoliates - cleansesExotic Dream Freshness thru the day

Fiama Soap

Skinsense Green Reduces loss of Skin protein

Fiama Conditioner

Polishing Drops Deep conditions/ Protects from UV

Fiama Shampoo

Fiama Shower Gel

Vivel & Competition

CategoryKey Ingredients Competion ITC Price Remarks

Sunsilk Rs 89- 200 mlRs 49 - 100 mlRs 6 - 32 mlRs 2 - 8 mlRs 18-75 gms

Rs 49 - 75*3 gms

LuxRs 17/18 - 92 gms

Santoor Rs 6 - 45 gms

Actipro KVivel Shampoo (3)

VDW Soap (2)

Vivel Soap (4+1)

Actipro N

Actipro N

Lux InternationalBenchmarked with Lux International

Benchmarked with LUX & Santoor

Benchmarked with SunsilkClinic Plus

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

Vivel – Functional Benefit

Product Variant Ingredients BenefitShine & Glow Green Tea/ Conditioner Shiny HairVolume Bounce Jajoba/ Conditioner More Volume/ More BounceSoft & Fresh Soya Protein/Conditioner Soft Fragrant HairSheer Radiance Olive Oil Radiant SkinSheer Crème Shea Butter Moisturised SkinYoung Glow Vit E+ Fruit Infusions Glowing SkinSatin Soft Vit E+ Aloe Vera Soft SkinSandle Sparkle Sandal oil + Clay Clear SkinSilk Spring Green Apple + Olive oil Silky SkinAyurveda Essence 20 Ayurvedic Ingredients Healthly/ Beautiful Skin

Shampoo

VDW

Vivel

Superia & Competition

Category Sub Category Competition ITC Price RemarksHealth

Shampoo (1) - MAXI

PROTECT

Clinic PlusRs 35 - 125 ml Rs 15 - 56 ml Re 1 - 7 ml

Benchmarked with Clinic Plus

Beautly Shampoo (2) -

Vibrant green & Shiny Black

Chik & Lux.

Rs 25 - 100 ml Rs 10 - 50 ml Rs 1 - 8 ml Rs 0.5 - 4 ml

Benchmarked with Chik

Breeze Rs 10 - 92 g Godrej No 1 Rs 30 - 92*3

Rs 12 - 125 gRs 50 - 116*4

Superia Shampoo (3)

Benchmarked with Breeze,

and Godrej No.1Superia Soap (4) N.A

Dyna

Superia – Functional Benefit

Product Sub Category Variant Key Ingredient Benefit

Health Shampoo Maxi ProtectTriple conditioners & Germ Fighters

Healthy Hair

Shiny BlackTriple Conditioners & Hibiscus and brahmi extracts give radiance, smoothness & shine

Black Shine

Vibrant GreenTriple Conditioners & Amla & Arnica Extracts give radiance & natural shine

Natural Shine

Fragrant FlowerEnriched with Fragrance of Rose & Lavender Oil

Fragrant Glowing Skin

Healthy Glow Enriched with Orange Oil Heathly glwoing Skin

Natural GlowEnriched with Natural Neem & Coconut oil

Natural Glowing Skin

Soft SandalEnriched with fragrance of natural Sandal & Almond oil

Youthful Glowing Skin

Beauty Shampoo

N.A

Superia Shampoo

Superia Soap

Merchandising Principles• Principle 1 – What gets seen in brand blocks Sells

BecauseAttract eyesBreaks MonotonyReinforces and extends brand communication.

Can we ensureFace up of each SKUShelves are always (adequately) full to ensure visibility Products in Pile (Viz. Soaps/Sachets)

Principle 1 - Brand Block

Principle 1 - Brand BlockAerial 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