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MARKET INFORMATION

Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones. MARKET INFORMATION. Market share. Godrej- market leader with a share of 45-50% L'Oreal-25% Revlon-12% Others such as bigen and black rose- Wella- 8%.

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MARKET INFORMATION

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  1. Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones MARKET INFORMATION

  2. Market share Godrej- market leader with a share of 45-50% L'Oreal-25% Revlon-12% Others such as bigen and black rose- Wella- 8%

  3. Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production- 400 tonnes COMPANY TURNOVERS:- Revlon- L'Oreal- Godrej-

  4. COMPETITION ANALYSIS

  5. Porters 5 force theory Intense segment rivalry- moderate Promotions done by competitors which cant be done by us due our pricing strategy • substitutes- low threat • Because the niche market will not shift to the substitute products like henna and dye • New entrants- high • Since the capital investments is low, growing market, other companies which are already present in hair care market will enter hair color market. • Buyers bargaining power : low • people do not change their brand easily and hence would not mind paying a higher price for that particular brand • Suppliers bargaining power :

  6. OUR PRODUCT

  7. BELLEZA

  8. MARKETING MIX • PRODUCT • PRICE • PLACE • PROMOTION

  9. PRODUCT

  10. SEGMENTATION Demographics- • Age- 18 to 50 yrs • Sex- Only Women • Income- Sec A • Geographic- Metropolitans and Big Cities in the country. • Social Class- Upper Class. Psychographics- • Lifestyle • Personality Read the box for ingredients, etc.Read the Special Effects Bleach Instructions If you have currently processed or damaged hair, proceed with caution when bleaching.

  11. SEGMENTATION Behavioral • Occasions- weddings and parties • Benefits- quality • Usage rate- medium to heavy users

  12. PRODUCT INGREDIENTS Our product contains : • Developer-75ml • Stearylic Alcohol • Cetylic • Aqua • Colourant-50ml • Stearylic Alcohol • Lauryl Alcohol • Aloe vera • Oil extracts • Para-Phenylenediamine Content

  13. Natural Conditioner-40ml • Stearylic Alcohol • Behenyl Trimonium Chloride • Cyclo Methadone • Gloves • Brush

  14. Product Description Shades • Black - Noir • Dark Brown - Truffle • Light Brown - Mochachino • Deep Red - Red Wine • Light Red - Claret

  15. Product Description Shades • Light Blonde - Light Ash Blonde • Light Beige Blonde - Caramel • Burgundy - Burgundy • Copper Gold - Hazel • Skin Brown - Pelle

  16. Product Differentiation • Contains aloe vera • Contains nourishing oil extracts • New colours • Gives shine and softness • Keeps the hair moisturized USP • Contains VITA H reduces dryness, increases shine

  17. POSITIONING • Only for the Elite or upper class. • Product has high quality. • Good for hair. Position Statement To stylish and sophisticated women, our product gives you the colour and shine in your hair, and the look you desire.

  18. BRAND PERSONALITY • 23 year old woman • Is a model • Stylish • Party's a lot • Outgoing • Extrovert • Smart • Modern • Broad-minded

  19. Branding Strategy DOUBLE BRANDING- • Mac BELLEZZA

  20. BRAND EQUITY PYRAMID Loreal, Godrej Revlon, Wella Schwarzkopf Bigen, Blackrose

  21. PLACE

  22. COVERAGE AREA Metros Mumbai Chennai Delhi Kolkata Other Cities Pune Chandigarh

  23. DISTRIBUTION CHANNEL Manufacturer (4)Distributors (7%) (38)Stockists (9%) (5200)Retailers (14%) (70)Salon(15%)

  24. PRICE

  25. PRICING STRATEGY • Market Skimming • High Quality- High Price • High Price to target Niche Market CHALLENGER STRATEGY • Frontal Attack

  26. Product Packaging and Price 165 ml box – Rs. 410

  27. COST SHEET

  28. PROMOTION

  29. LAUNCH MARKETING 3 STEP PROCESS • 1ST STEP- AWARENESS • 2ND STEP- EVENTS • 3RD STEP- P.R.

  30. S.W.O.T. ANALYSIS WEAKNESSES STRENGTHS OPPORTUNITIES THREATS

  31. STRENGTHS • Quality product • After colour shampoo • 100% grey area coverage • Vita- H: reduced dryness

  32. OPPURTUNITIES • Growing market • Expanding horizontally/vertically

  33. WEAKNESSES • High price • Small market • Lack of awareness • Mixing as per proportions • Contains ammonia

  34. THREATS • Substitutes (dyes and henna) • Other players of the oligopolistic market

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