ITC Brands in Personal Care Category

Essenza Di Wills

This is the ‘Super Premium’ personal care brand from ITC. It is the range of ‘prestige fine fragrances’ and was launched in mid 2005. The signature range Inzio has distinct ranges for men (Inizio Homme) and women (Inizio Femme) and provides a ‘comprehensive grooming regime’. The Aqua range for men is a symbol of ‘essence of stylish and confident man’. The latest addition to this brand is ‘Mikkel’ which stands for a ‘fine balance between Mystery and Elegance’.

Fiama Di Wills

This is the ‘Premium’ personal care brand from… Continue reading

ITC Brands in Hotel and Apparel Category

ITC Welcome group

This brand is in the hotel segment. The journey of ITC in the hotel business started with the acquisition of a hotel in Chennai in the year 1975.

ITC hotel is a premium offering and hence targets rich urban people and within than mainly executive class.

Currently ITC has more than 6000 rooms across different locations in India under 4 brands. As per an ITC presentation following is what these four brands stand for:

Brand
Category
Positioning

ITC Hotel: Luxury Collection
Luxury
‘Mansions of Luxury’

WelcomHotel: Sheraton… Continue reading

TRICK MARKETING

Disclaimer – One reader has problem with my work more often than not :). He ALWAYS says – “So what’s new?” So, I would like to tell him and others, my writings are not innovative. I do not sit under an apple tree and discover gravity.

Marketing is something even a new born practices – he knows how to promote himself – how to attract clients. It is INNATE and can’t be discovered. My attempts are to just make readers realize that marketing is inbuilt in everyone’s life and how companies are Re-innovating and utilizing it.… Continue reading

Breeze – Scent Ka Kamaal Saboon Mein

Breeze is the value-for-money soap for the ‘Striving’ or the mass segment. As per HUL website it is for the ‘women of rural India’. Consequently the soap is offered in colorful and fragrant varieties: Rose, Sandal, Lime and Rajnigandha. The brand stands for ‘beauty at an affordable price’. To provide more value for money Breeze claimed to provide the benefits of both soap and shampoo and its tagline was ‘Ab Shampoo Ka Kamaal Saboon Se’ i.e. ‘Now get the benefit of Shampoo also from a soap’. Now the value-for-money theme remains but the tagline has changed to ‘Scent Ka Kamaal… Continue reading

Sunsilk

Sunsilk is a popular personal care brand from the house of Unilever. It was launched in India in 1964. It is the HUL shampoo brand for the ‘Aspiring’ or mid-segment specially women. The intended positioning of the brand over the years has changed from ‘Shampoo plus cosmetic’ to ‘Beauty Shampoo’ to ‘Hair Expert’. Find below a 1972 Sunsilk ad which focuses only on technical and functional attributes:

image

But over the years there has been constant effort to add emotional appeal to the brand. Currently following is what the HUL site… Continue reading