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PadmashreePadmashree Dr. D. Y.Dr. D. Y. PatilPatil UniversityUniversity

Department ofDepartment of Business Management

Subject : Marketing Strategy

Topic : Marketing Plan For Hair Gel

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Name Roll Number

Hina Shaikh 1075

Priya Bhagwat 1082

Joel Jose 1097

Gibin George 1067

Pushkar Karandikar 10124

Mazzhar Inamdar 10118

Venkatesh Mishra 1039

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Table of Content

About the industry Key players

Marketing plan

Executive summary

Vision, mission and logo Situation analysis-4Cs

4 Ps

STP

Advertising Mix Financial Projections

Implementation and controls

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About The Industry

The hair care market in India is valued at $200

million. It has registered a growth of 3.8% over the

previous year.

The hair care market can be segmented into hair oils,shampoos, hair colorants & conditioners, and hair

gels.

Hair gel market segment is at a primary stage and not

many local brands are available in India. Hairgels/creams are mainly used for hair grooming by

men and is used as a fashion accessory. The market

penetration of hair gels/creams is very low, and is

limited to a small section of the urban market.

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Key Players In Hair Gel Segment

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for

HerbSol Style-up Gel

2010-2011

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Executive Summary

The name of the company is HerbSol Ltd.

Started in June 2010.

Location: Mumbai, Maharastra.

Deals in herbal personal care products like soaps,fairness creams and body lotions.

It is entering hair care segment for the first time

Introducing an Herbal Hair Styling Gel named Style-

up.

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VisionOur vision is to be the market leader in terms of marketshare within 5 years in mens hair care segment.

MissionTo become a household hair care name, that is sought afterby consumers to manage and maintain their hair so that it ishealthy, shiny and easy to comb in today's fashion styles.

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Company Logo

The Complete Herbal Solution

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Situation analysis

Situation analysis is done on 4 aspects:-

Company

Customers

Competitors Climate

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Company

The HerbSol Ltd. is launching a new product in the

market that is HerbSol Style-up hair gel.

Many companies are providing different kinds of

Hair gel products, but HerbSol is one of its kindbecause its an ayurvedic gel.

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Customers

Hair gel is commonly used by today's youngsters

from school going children to teenagers to

youngsters and even corporate people.

Customers today are looking out for chemical free

products which does not damage their hair.

HerbSol gel does not contain any chemical it is purely

made up of herbs which would make their hair softand silky naturally.

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Competitors

As HerbSol is the first ever aurvedic hair gel so there

is no other major company which provides ayurvedic

hair gel.

But there are many companies which provides hair gel

products like brylcreem, garnier, setwet etc and they

are well established in the markets and very famous

among youngsters.

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Climate -- PEST

PoliticalGovernment support

Economic

GDP Growth

Liberalization

Socio cultural

Changing lifestyle

Increase in disposable income

Technological

Advanced machines

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Product

HerbSol Style-Up Gel

It is a quick-drying,

Conditioning hair gel that styles hair to perfection

Its unique film forming formula coats the hairstrand providing strong hold.

An effective humidity resistant formula which

provides long lasting styling while jojoba oil and

hydrolyzed wheat protein condition hair from within.

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Cont

Expiry date 3 years from the date of packaging

Ingredients include:

Jojoba oil, aloe vera, Hydrolyzed Wheat Protein,

Vitamin B12,Amla pulp, fruit oil, olive oil.

Directions For Use:

Apply gel generally to towel-dried hair

Style hair as desired

Ideal for all hair types.

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Price

Herb Sol Style-Up Gel is selling in market @

M.R.P. of Rs.50/-

Company is adopting the Penetrating

strategy.

Herb sols price is less as compare to other

competitors.

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Place

Mumbai,

Navi-Mumbai

suburbs

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Promotion

Pubs :- Pamplets

Internet :- Facebook

Bus :- 50 No.of business

Saloons :- Pamplets

Colleges :- Pamplets

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Segmentation

Geographic:- Mumbai, Navi-Mumbai and suburbs

Demographic:-

Age:- 15 to 30 years

Gender:- Male

Socio-economic class: middle class and upper middleclass

Psychographic:-

Lifestyle:- conscious about their style and looks Behavior:-

Occasion:- Regular

Benefits:- It is herbal product. Therefore it causes

no damage to hair.

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Targeting

We are mainly targeting young generation of Mumbai whoare most stylish and conscious about their smartness

Target audience:- Male youth of urban cities who belongs to

middle class and upper middle class.

College students

Young employees

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Positioning

Tagline:- Style your hair naturally

Our tagline clearly states that our product is natural

and herbal.

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SWOT Analysis

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Strength

Herbal Product

Dedicated employees

Low price

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Weakness

New product

Market Share

Unisex appeal :- targets only male

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Opportunities

Large youth population

Huge Market

Changing Lifestyle

Changing taste and Preferences

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Threats

Competitors like :-

Garnier hair gel

Set Wet Hair gel Parachute after shower

Acceptance by the customers

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Advertising

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Mission: What are the advertising

objectives?

To create an awareness about the product among

target customers

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Money: How much can be spent?

How much is it worth to reach my objectives?

How much can be spent?

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Message: What message can be sent?

Style Your Hair Naturally

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Media: What media should be used?

Internet

Magazines

Banners

Pamphlets

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Measurement: How should the results

be evaluated?

How should the results be measured?

How should the results be evaluated andfollowed up?

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Financial Projection

Print Media:-

Printed Pamphlets 1,00,000 of Rs.2/-

Total Cost of Rs.2,00,000/-

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Television Advertisements

Local Cable Advt Weekly Cost*No. of Week Total Cost

City Cable Network 50,000*8 4,00,000

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Magazines

Magazines Price Per Page No. of Display Total Amount

Maxim 1,05,000 3 3,15,000

Over Drive 85,000 3 2,55,000

Sport Start 50,000 3 1,50,000

Film Fair 1,15,000 3 3,45,000

Total 10,65,000

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On Line Advertising

Facebook $50 ~ 2400*30

Advt. cost/ day* no of

days

72,000

Total 72,000

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Advertisements in BEST & NMMT

BusBus Side Amt/Month* No ofBuses Total

Right Side Panel 10,700*20 2,14,000

Back Panel 11,600*30 3,48,000

Total 5,62,000

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Stalls in Malls

Mall Area Exp/ In

Weekend

No of

Weekends

Total

Raghuleela Vashi 80,000 4 3,20,000

R-City Ghatkopar 75,000 4 3,00,000

Pheonix Lower Parel 85,000 4 3,40,000

Inorbit Vashi 70,000 4 2,80,000

Total 12,40,000

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BEP

Fixed Cost Rs. 1,00,00,000/-

Selling price per unit (P) Rs.40/-

VariableC

ost (V) Rs.26/-BEP=Fixed Cost/P-V

Rs.1,00,00,000/(40-26)

After Selling the 7,14,285 units company willachieve its BEP

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Production Capacity

Considering will be Producing 1,00,000 units

per month.

Hence with current production we will be

achieving B.E.P. within 7 to 8 months.

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Return on Investment

Considering will be Producing 1,00,000 units

per month.

R.O.I. = (Profit/Investment)*100

Hence R.O.I.= (1,68,00,000/4,12,00,000)*100

=40.77%

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Implementation & Control

Herb Sol Style-up Gel will be launch on 2nd

Apr. 2011.

The Promotions and advertisement for the

product has started from Apr. 2011

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Advertisements Dates Total Expense

Pamphlets On launching date Rs.2,00,000/-

Television (Advt. on Cable) April 2011 Rs.4,00,000/-

Magazine In April, May & June. 2011 Rs.10,65,000/-

Internet (Face book) April Rs.72,000/-

Stalls in Malls 9th,10th,16th,17th,23rd,24th,

30th Apr.2011 & 1st

May.2011

Rs.12,40,000/-

BEST & NMMT April Rs.5,62,000/-

Total Rs.35,39,000/-