Friday, September 28, 2007

Fiama Di Wills : Beautiful You Today , Tomorrow

Brand : Fiama Di Wills
Company : ITC
Agency : Law & Kenneth

Brand Analysis Count : 278

After the success of its super premium brand Essenza Di Wills, ITC has launched a new brand in the fiercely competitive Rs 2500 crore Indian branded shampoo market. The launch is significant since it marks the official entry of this FMCG giant into the mass personal care category.
Fiama Di Wills for sure is a premium brand but not in the super premium league of Essenza Di Wills.
Fiama Di Wills has entered the market with three variants

Every Day Mild : With Thyme and Juniper extracts
Aqua Balance :Moisturizing shampoo with Magnolia Blossoms and Watercress Extracts
Volume Boost : With Rosemary and Sage Extracts.

From the ingredients itself, we can see the positioning of this brand. Fiama Di Wills is positioned as a Shampoo which is a blend of Nature and Science. From the company press release, the brand boasts of the R&D from ITC Research center in collaboration with leading US based personal care research labs. The brand is trying to tap into the growing popularity of Natural Extracts and natural ingredients.
Fiama Di Wills is promoted with the tagline " Beautiful You Today , Tomorrow " . The brand is now promoted heavily through visual media
Watch the TVC Here : Fiama Di Wills
All though the tagline does not fully express the positioning of the brand, the ad throws certain light on the positioning strategy. Fiama is positioned as a Gentle Care shampoo that can be used everyday. Its gentle because it uses the natural extracts. The brand uses the sentence " Gentle Effective Care " to signify the positioning. I think the tagline " Beautiful you today tomorrow " signifies the longterm benefit of using this brand. How ever, the tagline and positioning is not a new idea since brands like Nivea and Garnier uses similar kind of positioning. The brand is also trying to differentiate on the basis of its packaging designed by International experts.

Fiama is priced at Rs 99 for 200 ml and Rs 54 for 100 ml which makes it a masstige brand. With the marketing muscle and distribution strength ITC aims to take on the market leader HUL at the premium segment first. With the heavy noise in the media, Fiama will get the attention of the Innovators and Early Adopters. Will it create a scare for HUL's Sunsilk is something to watchout for.

Related Brand
Essenza Di Wills