ITC started its journey in the personal care space in 2005 with its super premium range of perfumes and other products under the brand name Essenza Di Wills. Later in 2007, the company came with its premium brand Fiama Di Wills. At present, the company has two other brands in the personal care space: ‘Vivel’ and ‘Superia’. In just a few years, ITC’s personal care brands have been able to carve a niche for themselves. According to market reports, ITC has around 6 per cent market share in soaps and 3 per cent in shampoo, which is quite impressive in such a short span of operations.
Sandeep Kaul, Chief Executive, Personal Care, ITC, is the man who has been closely involved with ITC’s Personal Care Business since its inception in 2002. Kaul has been responsible for the development and execution of the launch of this new business of the company.
ITC seems to have segmented the market very well and has different products to cater to the different segments. Essenza Di Wills is at the top end and targets super premium consumers, followed by Fiama Di Wills in the premium segment, Vivel in the mid-segment and Superia at the entry level.
According to Kaul, one of the key reasons for the success of the brands is intensive market research. The R&D team does 3-5 years of intensive research usually before a product is launched. This fortifies the brand’s marketing team with some sound consumer insights.
Earlier speaking to Pitch, Kaul said, “Extensive insights gained through numerous consumer engagements have enabled ITC’s R&D and Product Development teams to develop superior, differentiated products that meet the consumer’s stated and innate needs.”
Apart from R&D, the Push-Pull strategy of ITC has been one of the key drivers of personal care products at ITC. Earlier speaking to Pitch, Dr S Ramesh Kumar, Professor of Marketing, IIM-Bangalore, explained this strategy, saying, “Push is the powerful distribution clout and pull is the celebrity driven high buzz advertisement strategies that have been sustained by the company ever since the launch of ITC’s soap brands.”
On November 25, 2011, Kaul will be sharing many such secret ingredients behind the success of ITC’s Personal Care Division at the Delhi leg of the Pitch CMO Summit.
Other key speakers participating in the Delhi leg of the Summit include Antonio Helio Waszyk, Chairman and MD of Nestlé India; Christian Saffer, Marketing Director, BMW India; Vidur Vyas, Marketing Director, PepsiCo India – Foods; Elkana Ezekiel, CMO, Samsung India; Srinivas Murthy, Director, Marketing (Flavours), Coca Cola India; Sandeep Kataria, CMO, Yum Restaurants; and Sharmili Rajput, Marketing Director, Oriflame India, among others.
The Summit will be held in Mumbai on November 21, New Delhi on November 25, and Bangalore on November 23 between 9.30 am and 6 pm. The theme for the Summit this year is ‘Indian Marketing: Breaking New Grounds’.
Watch this space for more.
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