Vivel, Superia, Fiama di wills, is'nt it so confusing. Karina and then Deepika, what are they trying to say. Is the Indian consumer comprehending what they are saying. Where, in the mind have this soap range positioned itself in the minds of consumer. 
Yes, here my point to write this is to pin-point that whether the soap range which ITC has launched able to create a clear positioning in the mind of the consumers.
We peep back and see lux -- a beauty soap---yes, Hamam and life boy--- health and hygiene---yes.
Let us go deep into the soap category in India.
Brand Positioning in past targeted their products to the lowest income strata in urban as well as rural areas, positioning their brands as a way to remove dirt and clean the body. For some brands, that positioning persists even today with a focus on removal of body odor and keeping the user healthy. However, soap positionings are moving towards skin care as a value-added benefit. And not only this, now, present tense is for the lifestyle, fragrances, skin care, freshness and aspirations.
Yes, here my point to write this is to pin-point that whether the soap range which ITC has launched able to create a clear positioning in the mind of the consumers.
We peep back and see lux -- a beauty soap---yes, Hamam and life boy--- health and hygiene---yes.
Let us go deep into the soap category in India.Brand Positioning in past targeted their products to the lowest income strata in urban as well as rural areas, positioning their brands as a way to remove dirt and clean the body. For some brands, that positioning persists even today with a focus on removal of body odor and keeping the user healthy. However, soap positionings are moving towards skin care as a value-added benefit. And not only this, now, present tense is for the lifestyle, fragrances, skin care, freshness and aspirations.
So where does, the ITC bandwagon stands of now. At least I am not able to find which part of my brain has this positioned.
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