Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

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ITC Soaps

ITC entered into the personal care category relatively late (as compared to other brands; Dutt, 2011). In the year 2007, ITC came out with Fiama Di Wills shampoo and in the same year it also extended itself into soaps (Business Standard, 2007). Over a period of 10 years, the brand introduced bathing bars, shampoos, conditioners, serums and shower gels. In fact, ITC manages a product line consisting of different soaps for different segments. Essenza Di Wills is for the super-premium segment (see ITC Essenza Di Wills video references), Fiama Di Wills is for the premium segment (see ITC Fiama Di Wills video references), Vivel is for the mid-priced segment (see ITC Vivel video references) and Superia is a brand for the popular segment ...