PRODUCT : Herbal Hair Gel..

PRESENTED BY

ATHIRA MOHAN -121AMIT KAMTHE -135NIKITA MHATRE -148JAYESH NAIR -155RASHMI TAYADE -167IMRAN SHAIKH -172

Market Scenario

• Hair gel is a hairstyling product that is used to stiffen hair into a particular hairstyle.

• Growth in Market

• Indian customers became more beauty conscious

• Willingness to spend

Mission statement:

To become a household hair care name , that is sought after by consumers to manage and maintain their hair so that it is healthy, shiny and easy to comb into today’s fashion styles.

Vision:

To be the market leader in terms of market share within 5 years in men’s hair care segment.

ABOUT THE PRODUCT

Used to stiffen hair in a particular hairstyle.

Does not contain alcohol and plastic.

Helps to maintain the moisture in the hair which is used for their better growth.

Green gel

“Add style to your life naturally”

Logo signifies the product is 100% natural.

BrylcreemSet WetPark AvenueOthers

Brylcreem

75%

MARKET SHARE

Set wet 5%

Park avenue 2%

Others 18%

COMPETITORS

SWOT Analysis Strength

•Herbal Product•Brand Image•Distribution

Weakness

•New product •Market Share

Opportunity

•Huge Market•Changing taste and preference

Threats

•Competition•Market Condition

SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION

Geographic: Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh & Lucknow.

DEMOGRAPHIC:Age: 16- 30 yrsGender: MaleSocio- Economic class: Upper Middle & Middle Class

Psychographic:Lifestyle: Enjoys music, movies, parties & other such activities

Behavior:Occasion: RegularBenefits: Herbal Product, hence no damage to hair

TARGETING

Target Audience:

Male youth of urban cities who belong to upper middle class & middle class strata of society & who enjoys parties & other such lifestyle activities.

Positioning

• “ A herbal hair styling gel which holds your hair as you want.”

• On the basis of benefit: Herbal Product

Packaging

• Colour:

• Transparent Tube

Marketing Mix - Product Strategy

• Product is differentiated on the basis of performance quality.

• Helps to maintain the moisture in your hair which is necessary for their better growth. – No artificial ingredients – 100% natural – Certified organic Aloe Vera as the number

one ingredient. – Contains no parabens, chemical additives, or

synthetic preservatives.

Pricing StrategyProduct Cost for Company is 40 paise/gm.

• Sachet (3 gm)-Rs.2/-(1gm=66 Paise) – Sachet Pack

• 15 gm tube- Rs. 10/- (1gm=66 Paise)- Small tubes

• 60 gm tube- Rs. 36/-(1gm=60 Paise) – Standard tubes

• 150 gm tube- Rs 90/-(1gm=60 Paise)- Large tubes

* Selling Sachet and small tubes will be most beneficial

for the Company.

Packaging Quantity Price/gm with all expenses

Cost/unit(In.Rs)

Promotion Expenses @25%

Total (In. Rs) Net Profit @ Our Selling Price

Sachet 3gm Rs. 0.40p/gm

1.2 0.3 1.5 33%- 0.5p Rs.2

Small Tube

15gm Rs. 0.40p/gm

6 1.5 7.5 33%-0.5p Rs.10

Standard Tube

60gm Rs. 0.40p/gm

24 6 30 20%- Rs.6 Rs.36

Large Tube

150gm Rs. 0.40p/gm

60 15 75 20%- Rs.15 Rs.90

Distribution Strategy• Phase 1 – Small tubes and Standard Tubes will be introduced to gain benefit and market share.•Area of distribution :Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh and Lucknow.

• Phase 2 – Large tubes will be introduce to build credibility of product in the market.Area of distribution : Above cities and other Tier 2 cities like Jaipur, Agra, Amritsar etc.

• Phase 3 – sachet will be introduce to cater new segment of market .Area of distribution : Distribution in Tier 3 cities like Patna, Varanasi, Jamshedpur etc.

Promotional Strategy Online marketing and direct marketing

Yahoo has 30 million registered users in India. Yahoo.com offers mail shots(Digital mailers) @ Rs.2 per mailer for 2,00,000 shots. We will target for 2,00,000 shots in first phase of promotion .

Advertising1. Print Ad in Newspaper and Magazine2. Hoardings3. Electronic Ad in Broadcast media

Objective: To create awareness about the use and benefit of the product .

USP of Green gel

“ An herbal hair styling gel which holds your hair as you

want ..”

Headline

“ Holds your hair naturally .”

Sub Headline

“ A herbal product maintain the moisture in your hair which in necessary for their

better growth. ”

Media Mix Print Ads Newspaper - The times of India- Hindustan times

- magazines- India today- Filmfare

Television ads- M tv- Zoom tv- Sports channel’s (ESPN, NEO Sports)

Hoardings

Broadcast Media• Shooting of Ad film- Rs. 50 Lacs for 15

Seconds.

• Theme of Ad- One male model is sitting on grass and telling about his changes in life after changing his hair style by using Green gel herbal hair styling gel. He is also talking about the benefits of using an herbal hairstyling gel.

Newspaper Advertising Rates

Magazines Advertising Ad Rates

Television Ad Rates

Hoardings

Total Advertising Cost