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ITC’s
initial Personal Care portfolio
under the ‘Essenza Di Wills’, ‘Fiama
Di Wills’, ‘Vivel Di Wills’, ‘Vivel’
and ‘Superia’ brands has received
encouraging consumer response and is
being progressively extended
nationally. The communication
strategy for the individual brands
and products is premised on the
underlying emotional appeal and
product benefits. Appropriate
celebrity associations have been
leveraged to build consumer
franchise. A robust distribution
network, backed by creative in-store
merchandising, complements the
product and communication strategies
to deliver competitively superior
value to the consumer. |
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Leveraging Consumer Insights
Given today’s dynamically changing
consumer behaviour, the challenge of
understanding consumer needs is more
formidable than ever before.
ITC’s Personal Care business
initiated a systematic, calibrated
approach to gathering and analysing
research-backed data. A large number
of consumers across the country were
engaged with over the last several
years to derive insights into their
needs, aspirations and usage
behaviour. A range of products and
prototypes was tested. These
insights formed the building blocks
for the development of best-in-class
brands. Resultantly, the product
design, quality, packaging and
communication are not only
impactfully meaningful to the
consumer, but are also effectively
differentiated from competing
offers. |
