"The idea is to modernise Vivel, make it contemporary and relevant, which will accelerate sales," Sandeep Kaul, chief

executive (personal care products business) at ITC, said. "It's better to relaunch it earlier than be forced to do so when sales fall," he added. As part of the move, ITC will reposition the 500-crore brand from skin softening to skin nourishment. Kaul said there has been an evident shift in consumers' attitudes towards their personal grooming and they look to derive multiple benefits from soap. ITC will also augment the Vivel portfolio with four new variants to emphasise its nourishment positioning. The company will use a new manufacturing technology, which will enable two ingredients merged into one soap. As per trade and analyst estimates, ITC has some 6% share of the highly competitive soap market in India led by Vivel, and is already giving competition to big players Hindustan Unilever and Godrej ConsumerProducts. Analysts say Vivel is not far away from profitability, even as ITC expects its 7,000 crore non-cigarette FMCG business will breakeven this fiscal. Of the non-cigarette FMCG business, ITC's packaged food business is already profitable. Refusing to share financial details, ITC's Kaul said Vivel is gaining market share. "In fact, Vivel is well ahead of its well-entrenched competitors in some markets," he said. Analysts say ITC's move to reposition Vivel at such a short span is aimed at bridging the gap faster between the mass-end where it operates with the Superia brand and premium-end where Fiama Di Wills is positioned. Sharekhan research analyst Kaustubh Pawaskar says Vivel's repositioning will help consumers who want to upgrade from mass to a superior product, before eventually moving to the premium segment. "The relaunch will drive premiumisation for ITC's personal care business,"' he said. ITC has already expanded the Vivel portfolio beyond soaps into the 7,000-crore skin-care market. It has extended the brand into face moisturizer, body lotion and hand cream under the Vivel Cell Renew brand. It is also expanding Vivel into face wash, lip balm and shampoo.

VIVEL DI WILLS
< Viva.. VO5.. >

Vivel Di Wills Parent Company Category Sector Tagline/ Slogan ITC Personal Care brands- Soap FMCG Khoobsoorati bas main, duniya muthi main; Taazgi jo kareeb laaye

USP

Beauty with confidence STP

Segment

Middle class men and women (mainly women) Vivel is targeting young consumers who are ready to flirt with new brands Mass positioning, priced well below Fiama di wills SWOT Analysis 1. Various variants of product are available, around 9 of them 2. Vivel Di Wills comes in an attractive carton package with some elegant color scheme. 3. Consumers will be impressed by the ingredients like Olive Oil, Active Clay, Shea butter which gives this brand a unique healthy natural perception. 4. Good advertising and distribution of products 5. Celebrity brand ambassadors add value to the brand 1. Confused state of existence in the consumers mind just like Fiama Di Wills. 2. Vivel is mainly positioned as beauty soap targeted towards women, hence it lacks unisex appeal 3. Highly competitive segment in terms of other brands and price 1. Target sector set to increase with time as it is a young brand, in its growing stage. 2. One of the fastest growing brands in its category. 3. Vivels focus on looking good with its campaigns and Fiamas celebrity based strategy brings in a clear differentiation 1. Lots of competition 2. People have a tendency to shift to other products, since so many options are available. Competition

Target Group Positioning

Strength

Weakness

Opportunity

Threats

Competitors

1.Lux 2.Lifebuoy 3.Nirma

Industry Size: 7000 crores (2013) Market Size of Vivel : 500 crores (2013) http://www.slideshare.net/bizequation/skin-care-report