2Salon Strategy for I.T.C. Hair Care Products
The Primary Objective of the Project is :
To arrive at a Recommended Product Portfolio for ITC Hair Care Products.
To understand the profile segmentation of salons in Kolkata.
To understand the Distribution Channel of the Referent Brands.
To have a brief idea of the process of training for Salon Professionals.
Referent Brands :
L’oreal Professionnal, Wella, Schwarzkopf & Kerastase.
Product Portfolio for Salons:
Firstly an analysis of the benefits and attributes of the products of Referent Brands wascarried out. On the basis of the results obtained a Benefit Mapping of the primarycategories,i.e., Shampoos and Conditioners, were arrived at based on which aRecommended Product Portfolio for ITC Hair Care Products in salons was arrived at.(on page8)
Profile Segmentation of Salons
Salons in different areas of the city were visited and on the basis of Brands used in thesesalons a Sample representative of the Market Segmentation in Kolkata was identified. On thebasis of this a matrix was formed to differentiate between the various categories of salonson two parameters, i.e., Location and Starting price range of Basic Services and observationswere formed. (On page 10)
The distributors of the Referent Brands were contacted to get a brief idea of the DistributionChannel and the key points were identified. (On pages 11& 12)
Training of salon Professionals
An understanding of the Training Process undertaken in Training Institutes of SalonProfessionals was formed. Its importance in today’s scenario and how it can be used tocreate a positive word of mouth for the brand was also identified. ( On page 13)
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