ITC : Fiama Di Wills

Ad-Analysis:ITC has prided itself on breaking the clutter with its different approaches towards advertising in Sunfeast and then Bingo. But it has gone for a safe bet on Fiama Di Wills.The advertisement looks more like a Pantene TV ad rather than a new entrant.Description:Cigarette and FMCG major, ITC has launched its first mass personal care offering, a high-end shampoo. After a year of speculation, ITC has launched its first mass market personal care product. ITC 's shampoo brand, Fiama di Wills is in the premium segment, that’s growing faster at 44%, compared to 21% for the overall market.Interestingly, ITC didn’t introduce a new brand name for its shampoo. Instead it has opted for a brand extension of its two year old, super premium range of personal care products, Essenza di Wills. But unlike Essenza that was available at ITC hotels and Wills Lifestyle stores, Fiama di Wills shampoos will be stocked at retail stores across India. The product will be available at Rs 99 for a 200 ml bottle.On the pricing front, ITC is taking established players like HUL and P&G head on.Expanding its range of personal care products, and following the successful launch of Fiama Di Wills Shampoos, ITC presented yet another world class range of products for the Indian consumer through its new range of Fiama Di Wills Shower Gels.Fiama Di Wills’ new premium range offers three transparent shower gels with suspended beads. Each variant provides a specific benefit to the consumer:Shampoo Variants: Silky Strong,Everyday Mild, Aqua Balance, and Volume Boost.Continuing with its tradition of offering a superior product and brand experience to the modern Indian consumer, ITC also launched today the Superia range of soaps and shampoos in select markets .Superia offers a range of four soap variants and two shampoo variants with a range benefit of Glowing skin and Shiny hair. Each of the variants have been designed to deliver specific benefits to the various consumer needs.SOAPS: For Glowing Skin1. Fragrant Flower with the fragrance of Rose & Lavender Oil2. Soft Sandal with the fragrance of Sandal & Almond Oil3. Natural Glow with Neem & Coconut Oils4. Healthy Glow with Orange OilSHAMPOOS: For Shiny Hair1. Shiny Black with Triple Conditioners and the natural goodness of Hibiscus & Brahmi extracts2. Vibrant Green with Triple Conditioners and the natural goodness of Amla &Arnica extractsSuperia soaps will be available in sizes ranging from 50g to 125g, and the shampoos in 125 ml and 55 ml.

Distribution makes the change : MARICO

Marico's distribution width and penetration is acknowledged as one of the best in the industry and is a leverageable strength.Every month, 56 million consumer packs are sold to about 1.8 million households through 1.6 million retail outlets spread across the country.Marico's distribution network covers almost every Indian town with a population of over 20,000. The chart below depicts Marico's distribution network in the urban & rural markets:Thus, 1 out of every 10 Indians is a Marico consumer.Distribution Alliance:Our distribution strength has been recognised by Indo Nissin Foods Ltd. through their association with us for the distribution of Top Ramen products on a national basis.Rural Sales & Distribution: Marico's parallel rural sales and distribution network ranks among the top three in the industry and contributes 24% to the company's topline.Their infrastructure comprises 882 direct distributors, 153 super distributors, catering to 2393 small stockists and 4523 van markets. A dedicated team of Territory Sales Executives and Pilot Sales Representatives distribute Marico's as well as alliance brands through this vibrant network. Sales Capacity:They have made significant progress in the areas that enhance sales capacity. Quality of our distributors Quality and number of the distributor field force Upgradation in the role of the company's front-line sales force. Technology (IT) in Sales: Marico has been making investments in IT to ensure: Supply Chain efficienciesAvailability of the SKU at the right distributor point,at the right time in right quantitiesTimely availability and reliability of SalesMIS, which help in taking prudent decisions on a real time basis. In order to reap maximum benefits from its sales and distribution network, Marico embarked on an internet-enabled application - MI-Net - to establish a network between Marico and its distributors through a web interface. This project is aimed at providing real time information on the status of various business operations between Marico and its distributors. This initiative is expected to provide business benefits in the form of increased penetration by the sales force, reduced communication costs, reduced working capital requirements, etc. The project went live on April 1, 2002 with connectivity to 330 urban distributors, who together account for about 3/4th of Marico's domestic turnover. The business benefits are expected to accrue over a period of time.