Vivel Di Wills Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: January 12, 2019
Marketing Strategy of Vivel 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 Vivel Di Wills marketing mix, help the brand succeed in the market.
Vivel 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 Vivel Di Wills Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Vivel Di Wills marketing strategy can be explained as follows:
Vivel Di Wills is a leading skincare product from the house of FMCG giant ITC in India. ITC in a way was flooding the personal care market to beat the competitors since it was a late entrant. Vivel Di Wills was launched in close succession with Fiama Di Wills and two brands- Vivel and Superia- were launched in succession with Vivel Di Wills. While Fiama Di Wills was a brand for the upper class women, Vivel Di Wills was for the urban middle class women who are ready to flirt with new brands. Vivel Di Wills comes in two variants: Sheer Radiance and Sheer Crème. Sheer Radiance contains Olive Oil while Sheer Crème contains Shea Butter and there are a total of 9 variants of the brand including others. The brand is cashing in on the ingredients like Olive Oil, Active Clay, etc. which gives it a unique healthy natural perception. The wide variety highlights the product portfolio marketing mix strategy of ITC to capture the skincare market. Although it has well established market players as its competitors like Lux, Lifebuoy and Nirma, it has been growing at a rate faster than its competitors. The presence of strong contenders though increases the threat of substitution by the consumers.
Image: company website
Vivel Di Wills Price/Pricing Strategy:
Below is the pricing strategy in Vivel Di Wills marketing strategy:
Since Vivel Di Wills is a medium priced soap, it is priced lesser than Essenza Di Wills and Fiama Di Wills but higher than Vivel and Superia.
The price of the product is the differentiator of the market the brand intends to target. Since Vivel Di Wills has intense competition in the market, the company prices the product competitively in order to reduce the substitution rate.
Following is the distribution strategy in the Vivel Di Wills marketing mix:
Vivel Di Wills is available easily across outlets due to ITC’s strong supply chain management and distribution. The company uses Push-Pull Strategy to sell the soap, push being the distribution strategy and pull being the promotion strategy. Since soap is a Fast Moving Consumer Good, it has to have a wide reach and the distribution network of the soap is in harmony with the nature of the product. The distribution clout is powerful.
Vivel Di Wills is available at nearby retail shops (traditional trade), at the same time at hyper markets and supermarkets (in modern trade) and online as well at websites like Nykaa and Amazon.
Vivel Di Wills Promotion & Advertising Strategy:
The promotional and advertising strategy in the Vivel Di Wills marketing strategy is as follows:
Vivel Di Wills uses almost all ATL channels to push the brand. As discussed earlier, the company uses Pull strategy, a part of its Push-Pull Strategy. It does so through:
- Celebrity endorsements by leading film actresses in the ads.
- Eye Level Merchandising, that is, the soaps are placed just at the eye level to increase their visibility.
The USP of the product is “Beauty with Confidence”. Also the ingredients used indirectly pull the consumers because of the perceived values and benefits the product provides and this creates the Point of Differentiation (PoD) of the product. Hence this concludes the marketing mix of Vivel Di Wills.
About Vivel Di Wills:
Vivel Di Wills is one of the major skin care brands from ITC. Vivel Di Wills is a hugely popular brand in the Indian skin care market and offers a variety of soaps & shampoos. The parent company ITC is a global FMCG player based out of Kolkata in West Bengal.
Apart from FMCG, ITC is widely spready into hotels, packaging business, IT, paper etc. Apart from Vivel Di Wills the company has several other products like Fiama Di Wills, Vivel, Essenza Di Wills, Superia and Engage deodorant.
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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