STP analysis of Fiama di wills

By :Amritpal kaur virkPgdm2/1503

• Indian conglomerate headquartered in

Kolkata• Segments-FMCG, Agri-

business ,hotels ,IT , Paperboards and

packaging • Established in

1991 ,now being the major employment

provider• Diversified into body care products in 2005

• Major brands are fiama di wills, vivel , essenza

di wills ,superia and engage

• Ranked 6 th amongst global consumer goods companies by Boston

consulting group

• Launched in September 2007• Premium range product• Developed after 4 years

intensive research in laboratoire naturel

• Promises gentle care

Fiama di wills gel bar • Endorsed by celebrity –

cum-model Deepika padukone • Comes in a unique

packing • The customers are being

provided with luxury gel bath in the cake form • Priced at just rs 32

Understanding STPIn marketing STP stands for market segmentation , Targeting{or target market selection } and product positioning Basically it is an analytical approach which shows the firm ‘Where’ (target market selection ) and ‘How’ (product positioning ) to compete marketing strategy decisions .

Step onesegmentation

Step two Targeting

Step threePositioning

DemographicAge class-preteens to adults

Gender- men and womenmiddle class

Geographic Metros ,urban ,

rural

Psychographic It deals with the

psychology of those people who wants

beautiful skin

segmentation

Target market

Young, modern customers who are confident of themselves and seek indulgences that make them alive and beautiful

Positioning chart of fiama di wills

High priced

Popularly priced

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