Product Knowledge

Summer Trainees Induction Pune Branch 01.05.2009

ITC’s PCP Brand Strategy • ITC has followed the Mother brand strategy with an OVERALL PROMISE. • Specific benefits are in addition to the mother brand benefits. – 3X Moisturisation. – Voluminous hair. – Gentle Everyday care.

Brand Positioning Brand

Proposition Nature & Science coming Fiama (Premium) together to give gentle & effective care for SKIN & Hair. Powerful fusion of 3 key benefits Nourishment, Vivel (Mid) Protection and Hydration for Skin and Hair through unique Actipro complex. Provides glowing skin & shiny Superia (Mass) hair through natural ingredients.

Fiama & Competition Category

Key Ingredients

Fiama Exotic Naturals Shampoo (4) Fiama Suspended Shower Gel Particles (3) Fiama Soap Plan Derived (1) Complex

Competition ITC Price

Remarks

Pantene Garnier Dove Dove Palmolive Lux

Benchmarked with Garnier/Dove Benchmarked with Lux/ Palmolive

Dove

Fiama Conditioner Exotic Naturals Garnier (1)

Rs 99/109 - 200 ml Rs 54/59 - 100 ml Rs 3 - 7.5 / 9ml Rs 99 - 200 ml Rs 54 - 100 ml

Rs 100 - 100* 3 gms Benchmarked Rs 40 - 100 gms with Dove Rs 30 - 70 gms Benchmarked Rs 68 - 100 ml with Garnier/Pantene

Fiama – Functional Benefit Product

Variant Everyday Mild Fiama Aqua Balance Shampoo Volume Boost Silky Strong Mild Dew Fiama Clear Spring Shower Gel Exotic Dream Fiama Skinsense Green Soap Fiama Polishing Drops Conditioner

Benefit Soft/ Tangle free Hair 3 times more hydration Volume/bounce from 1st wash Shine & Strength (100% stronger hair) Soft Moisturised skin Exfoliates - cleanses Freshness thru the day Reduces loss of Skin protein Deep conditions/ Protects from UV

Vivel & Competition Category Vivel Shampoo (3)

Key Ingredients Competion Sunsilk Actipro K

VDW Soap (2) Actipro N Vivel Soap (4+1)

Actipro N

Clinic Plus

ITC Price Rs 89- 200 ml Rs 49 - 100 ml Rs 6 - 32 ml Rs 2 - 8 ml Rs 18-75 gms

Remarks Benchmarked with Sunsilk

Benchmarked with Lux International Rs 49 - 75*3 gms Lux International Lux Santoor

Rs 17/18 - 92 gms Rs 6 - 45 gms

Benchmarked with LUX & Santoor

• Vivel Shampoo sachets to be placed in outlets carrying sachets with MRP Rs 2 & above.

Vivel – Functional Benefit Product Variant Shine & Glow Shampoo Volume Bounce Soft & Fresh Sheer Radiance VDW Sheer Crème Young Glow Satin Soft Vivel Sandle Sparkle Silk Spring Ayurveda Essence

Ingredients Green Tea/ Conditioner Jajoba/ Conditioner Soya Protein/Conditioner Olive Oil Shea Butter Vit E+ Fruit Infusions Vit E+ Aloe Vera Sandal oil + Clay Green Apple + Olive oil 20 Ayurvedic Ingredients

Benefit Shiny Hair More Volume/ More Bounce Soft Fragrant Hair Radiant Skin Moisturised Skin Glowing Skin Soft Skin Clear Skin Silky Skin Healthly/ Beautiful Skin

Superia & Competition Category

Sub Category Competition ITC Price Health Rs 35 - 125 ml Shampoo (1) Clinic Plus Rs 15 - 56 ml MAXI Re 1 - 7 ml Superia PROTECT Shampoo (3) Beautly Rs 25 - 100 ml Shampoo (2) Rs 10 - 50 ml Chik & Lux. Vibrant green & Rs 1 - 8 ml Shiny Black Rs 0.5 - 4 ml Breeze Rs 10 - 92 g Godrej No 1 Rs 30 - 92*3 Superia Soap (4) N.A Rs 12 - 125 g Dyna Rs 50 - 116*4

Remarks Benchmarked with Clinic Plus

Benchmarked with Chik Benchmarked with Breeze, and Godrej No.1

Superia – Functional Benefit Product Sub Category

Variant

Key Ingredient Triple conditioners & Germ Health Shampoo Maxi Protect Fighters Triple Conditioners & Hibiscus Superia Shiny Black and brahmi extracts give Shampoo radiance, smoothness & shine Beauty Shampoo Triple Conditioners & Amla & Vibrant Green Arnica Extracts give radiance & natural shine Enriched with Fragrance of Fragrant Flower Rose & Lavender Oil Healthy Glow Enriched with Orange Oil Superia N.A Enriched with Natural Neem & Soap Natural Glow Coconut oil Enriched with fragrance of Soft Sandal natural Sandal & Almond oil

Benefit Healthy Hair Black Shine

Natural Shine Fragrant Glowing Skin Heathly glwoing Skin Natural Glowing Skin Youthful Glowing Skin

Merchandising Principles • Principle 1 – What gets seen in brand blocks Sells  Because  Attract eyes  Breaks Monotony  Reinforces and extends brand communication.

 Can we ensure  Face up of each SKU  Shelves are always (adequately) full to ensure visibility  Products in Pile (Viz. Soaps/Sachets)

Principle 1 - Brand Block

Principle 1 - Brand Block Aerial brand block

Merchandising Principles • Principle 2 – Ensuring share of space is greater then your market share

Merchandising Principles • Principle 3 - Eye level = Buy level

Merchandising Principles • Principle 4 - Make your stocks available with the leader “ Tell me about your friends – I will tell u who u are”

Project Aids • • • •

Order Books. Price list. Common id. Evaluation

Thank You