Fiama Di Wills Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: December 23, 2018
Marketing Strategy of Fiama Di Wills analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Fiama Di Wills marketing mix, help the brand succeed in the market.
Fiama Di Wills marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Fiama Di Wills Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
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.
Following is the distribution strategy in the Fiama Di Wills marketing mix:
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.
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