Fiama Di Wills Marketing Mix (4Ps) Strategy

Published by MBA Skool Team, Last Updated: April 19, 2020

Marketing Mix of Fiama Di Wills analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Fiama Di Wills marketing strategy. As of 2020, there are several marketing strategies like product/service innovation, marketing investment, customer experience etc. which have helped the brand grow.

Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by Fiama Di Wills.

Let us start the Fiama Di Wills Marketing Mix & Strategy:

Fiama Di Wills Product Strategy:

The product strategy and mix in Fiama Di Wills marketing strategy can be explained as follows:

Fiama Di Wills is one of the most popular skincare & haircare product brand. The product portfolio in its marketing mix comprises of skin care, hair care products that cater the needs of consumers irrespective of genders. Like their competitors, Fiama Di Wills have also launched products that aim at removing hair fall, hair regeneration as well as control hair damage. They promise to be a one stop solution in the skin and hair care domain. Fiama Di Wills’ diverse product line includes hair gel, soaps, shampoos etc. Some of their well-known product variants include variety of shower gels & shampoos.


Image: company website


Fiama Di Wills Price/Pricing Strategy:

Below is the pricing strategy in Fiama Di Wills marketing strategy:

Fiama Di Wills has successfully positioned itself as a premium brand with quality.

Hence to penetrate in such a competitive market, it has cut down on profits making it premium product with reasonable price and hence economical for consumers. This value-based mid premium pricing strategy has certainly paid off for them and they have positioned themselves well in the market space. To cater the consumers of the unorganized sectors, Fiama Di Wills have also introduced sachet of affordable prices.


Fiama Di Wills Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Fiama Di Wills SWOT Analysis, STP & Competitors

Fiama Di Wills Place & Distribution Strategy:

Following is the distribution strategy of Fiama Di Wills:

Fiama Di Wills is a very well distributed and widely available product owing to its strong parent brand. ITC as a parent brand has been very instrumental in creating a proper strategy for Fiama Di Wills’ distribution. ITC has it’s own vast distribution network spreading across the country and it has helped this personal care brand a lot in placing their products. Like other products of ITC, this also goes into the same wholesaler, retailer, and follows the chain with e-commerce websites where one can easily buy the products.

Apart from these, their distribution strategy helps to keep up it’s presence in every premium retail outlets as well as the unorganized sectors .


Fiama Di Wills Promotion & Advertising Strategy:

The promotional and advertising strategy in the Fiama Di Wills marketing strategy is as follows:

As a part of promotion process, Fiama Di Wills has been instrumental in applying extensive push and pull marketing strategy to create awareness among its potential customers. With the advertisements in popular Tv series, Fiama Di Wills got into demo and free samples distribution for its awareness. Along with that, celebrity endorsements by leading film actresses and hairstylists also were done for advertisements. Fiama Di Wills organized workshops on hair care called “Tress Talk” and also released a special edition, partnering with Disney with Hannah Montana accessories. They were also rewarded for their attractive packaging which drove customer's attention and made them buy the product. Hence this completes the marketing mix of Fiama Di Wills.


About Fiama Di Wills:

Since the launch in 2007, ITC's subsidiary brand Fiama Di Wills concentrates on products providing gentle and effective care to modern and confident customers who seeks indulgences making them feel fresh, beautiful and young.

The Fiama Di Wills brand is the outcome of four years of intensive research at the ITC Research and Development Center, Bengaluru. The product differentiates itself as a unique of blend of the “nature and science” and has been effectively operating in the Indian market


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse 4Ps Analysis of more brands and companies similar to Fiama Di Wills Marketing Mix. The Marketing Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories.

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The names and other brand information used in the Marketing Mix section are properties of their respective companies. The companies are not associated with MBA Skool in any way.
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