mmm roll no 9-18-19!21!58-59 consultative selling project

8/7/2019 MMM Roll No 9-18-19!21!58-59 Consultative Selling Project

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a new challenge everyday

Sr. No Name Roll No

1 Chirag Buva 9

2 Jinesh Gada 18

3 Kailash Gaonkar 19

4 Devendra Jadhav 21

5 Sandip Wani 58 6 Prasad Kulkarni 59

Consultatively Selling

Project:


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Profile

At Crayons, this is how we begin each day. Enthused with a passion to paint

'our song

The one, which has helped us stay on top in advertising for more than twenty

years.

Today, we are the largest independent agency in the country.

With a circle of clients that keeps getting bigger and better.

In short, we are a team of young, spirited pros who love advertising.

We wake up every morning with a song on our lips and a few brushes in our

pockets.

Only to paint the canvas of our imagination with dazzling colors of creativity.


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Team Members

Director

Media Planner

Assistant MediaPlanner

Marketing

Creative

Name

Jinesh Gada

Prasad Kulkarni

Sandip Wani

Chirag Buva

Kailash Gaonkar

Team Profile

Devendra JadhavTechnical


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Shampoo Industry in India

Shampoo market is segmented on benefit platforms as

below:

Cosmetic (shine, health, strength).

Anti Dandruff.

Herbal.

Shampoo Awareness in India is as below:

Urban areas - 90 %, accounting for 80 % of shampoo

sold in the country.

Rural areas - 80 %, accounting for 20 % of shampoosold in the country.


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Shampoo Industry in India

The Indian Shampoo Market is estimated to be of aroundRs.2700 Cr.

Penetration level is of only 14%.

Sachet makes up to 40% of the total shampoo sale.

Shampoo Market is mainly dominated by two players viz..,

HUL and P&G

Shampoo Market Share in India

47%

23%

30%

HUL P&G Others


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Why Rejoice Failed ????

More focus on the Pantene and Head & Shoulders

Strong market existence of competitor brand (Hindustan

Unilever's Clinic Plus)

Rejoice distributed only in markets which have a pullfactor for the brand.

Company has not marketed very effectively the unique

selling point (micro-silicone conditioning technology )


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CDI BDI analysis forShampoos in India

LOW BDI

LOW CDI

HIGH BDI

HIGH CDI


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Shampoo Ingredients

Shampoo

Ingredients

Detergent

Special Effect

Agents

Preservatives

pH Balance

Conditioners

Function

The detergent helps remove the dirt, excess oil and

grime from the hair. However, the detergent in shampoos has

to be mild, orit may damage hairs.

There are certain agents added in the shampoo to make

it look like what it does eg:Honey & Herbs

It is used to increase the total shelf life ofShampoo

The pH balance is the slightly acidic nature of the shampoo

that has to be there to nullify the alkaline effect on the haircuticles. It is required to make the hair, smooth, soft and shiny.

The conditioner helps make the hair smooth, soft and strong


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Area Semiurban/Urban/Rural

Age 22-45

Gender Female/Male

Specific Appeal Family/Youth

Social Status Middleclass/DevelopingMiddle class

Strategy Singlesegment targeting

Mass media Newspaper, AV Ads

etc.Product-

Brand 1 GenericProduct

Brand 2 HerbalProduct

1. Problem Solver e.g. Hairdamage/losscontrol/Thinningcontrol/softener

2.Belongingness e.g. Shampoo forFamily, Long termrelationship

3. Trusted product e.g. like a family

Member

Segmentation Targeting Positioning


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Marketing Mix

Place

Area Tier 2, Tier3 cities, Semirural and rural areas.

Outlets Saloons, Medicine Shops, Retailers, Pan shops,

Malls, Supermarkets.


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Marketing Mix

Price

SKU Cost MRP

Sachets 5ml 0.50 1

Bottle 50 ml 7 12

Bottle 100 ml 14 22

Bottle 250 ml 39 53


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Marketing Mix

Promotion print ads


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CDI BDI analysis forShampoos in India

LOW BDI

LOW CDI

HIGH BDI

HIGH CDI

To re launch rejoice in

High CDI & High BDI


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mmm roll no 9-18-19!21!58-59 consultative selling project

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