Tv GNIS iets Unt init TVIs CASE STUDY WILD CARD » TIGIIME LAE SIU: Market Context: The professional products market consists of brands that sell exclusively to salons. Retail products/home care products aresold to consumers from salons ttt ‘The Professional products market is pegged at Rs. 850 Crore in 2018 and is growing fast at 30+% year on year. All professional product ranges consist of back bar products (used by hairstylist in-salon for their services) and front bar products (sold to consumers for home care, tomaintain the salon results athome). Direct competitors inthis space include LOreal Professionnel, Matrix, Kerastase (UOreal), Seb Professional, Wella Professionals (P&G), Schwarzkopf Henkel), Moroccan Ol, Paul Mitchell Et, LLOrealis the market leader with 65% market share followed by Wella Professionals. LOreal has brands across 3 price Points Luxury, Premium & Mass. Other players also have different brands for diferent segments - P&G has Sebastian, System Professional & Wella Professionals; Schwarzkopf has luxury brand Seah & Schwarzkop. Interesting entry has been a player like Moroccan Oil, who entered with a diferentiated styling Oil and then diversified into shampoos, conditioners and styling products Hairstylists are the most important stakeholders inthe industry, They influence choices made by consumers inthe salon heavily, Hence for professional brand itis very important to train and educate the stylists onthe products & techniques to build along term credible and sustainable business inthe channel, The education consists of courses on product portfolio technology andusageinstructions, Cuts, Colours and Styling About TIGI: Anthony Mascolo, Gl nternational Creative Director has been atthe forefront of global hairdressing forthe past 0 years. He ist participated in photo shoots and hair shows as a teenager inthe 1970's, and his extraordinary talent led him to become one ofthe world’s besthairdressingicons. TGlis a brand which operates onthe philosophy of -for hairdressers, by hairdressers. This is the founding principle that ‘makes TIG stand out from the crowd Gl champions the voice of hairdressers - recognizing te craf,skils and the creativity that hairdressing brings to the ord. t's about progression, keepingtheartof hairdressing rest, dynamic and lve, balancing expression andinvention- ‘withthe skis and precise technical understanding that set creativity tee. I's also about ganing recognition forthe craft, the artistry and the dedication that hairdressers put into hairdressing. Is about celebrating the journey, not just the destination thisis what TIGIcals reatveinteligence. in Professional, System Anthony Mascol, Foun 61PINE ADE JIVE ‘Annany Mascolo and steam on tage. Mosel duringtelatest 161 Wort Release 2013 In 2009 TIG! joined forces with international power house, Unilever. With the backing of Unilever, Anthony Mascolo's expertise will continue to inject creativity and ambition into the TIGI brands with the International Creative Team, The scale and scope of Unilever willtuel growth, In India, HUL will be launching the TIGI brands (Bed Head, S Factor & Copyright Colour) in the market. Consumer Profile: BED HEAD Demographics: Age-18-25; SEC-A+, Male & Female Psychographics: Attitudinal snap shot: Rebellion Aninherent rebelious streak is evident inal these consumer: for some, this is overt and for other, isa latent aspiration, waiting to beignited Global citizens Youth today believes in a world without borders: a world where they are not bound by where they come from and theit influences are truly global Passionate living Foryouth today eis fullof passion and possibltes. Living slow isnt living young DESIGNED FORTiGi CASE STUDY S FACTOR: Demographics: Age - 30-45; SEC-A+, Female Psychographics: Attitudinal snapshot: ‘Superiority and Pedigree Creating separation and distance from commoners is very important to this consumer Power and Control Enjoys a sense of control and power over people around her. Uses her beauty as a means to achieve control The Fear of Ageing Earl signs of ageing alr (thinning and graying) make her want to hold onto her youthfulness + Alconsumes travel abroad at least once a year + Shop from brands like Mango, UCB, FCUK, Zara etc. + Use skin care brands like Clinique, MAC, Estee Lauder, The Body Shop + Users of Brands like LOreal Professional, Wella, Schwarzkopf * Visit Salons like B:Blunt, Mad-o-wat, Juice, Enrich 9TIGI CASE STUD TIGI’s role: Forhairdressers: The role of TIGl is to give the hairdresser the necessary tools, education and the confidence tobe able to create is perfect style. For Consumers: Bed Headisaprofessional and un brand that gives you the freedom to express yourself through your own unique style, ‘SFactor isan exclusive and luxurious brand that helps you achieve your favourite celebrity's style! Marketing Mix: To be put together as part ofthe recommendations. Certain aspects canna be changed Proposition: Bed Head & SFactor- Check our webste vwwebechead com vwwsfactorbytg com http://www. youtube.com/user/TigiProfessional Products: They are a part of the International portfolio and cannot be customized at this stage Packaging: Original packaging of products cannot be altered. But promo packs etc can be suggested. Place: Salons Promotion & pricing - As per your recommendations Objectives: The business challenge for TIGI is to build the brand and gain share within the constraint of a very limited budget given the relatively small size of the business. The plan needs to cover the following aspects: + Establishing TH as a premium, international quirky and cool brand would be cial to i's success inthe marketplace Hence the placoment (which types of salons), pricing and promotion principles needto be planned keeping hatin mind + Keeping thehairstyists excited and engaged again would bea key elerentin the success of TIGL. Hence wouldbe critical toidentfy key levers to accomplish that + While Styling as a category is only 8% ofthe professional products marke, TIGI has a elaborate styling range which is ‘almost 60% ofthe range. How can this challenge be converted into an opportunity + Recommend an innovative approach to create buzz/talk ability around the brand. This has to go beyond the traditional media options of TV, radio etc. considering the budget constraints. Methodology: + Salon Visits to understand the etal & service environment. The plans/activation ideas need to be made Keeping the ‘environment in mind, * Consumer Visits to understand triggers & touch points for TIGI communication * Interaction with salon managers and stylists to understand the key drivers of the business, + Study of non traditional media channels and understanding successful marketing campaigns that can be leveraged Expected Output: ‘Aclear Strategy and approach to achieve the stated objectives (scaleable and sustainable in the long term).TIGI CASE STUDY Success Criteria: + Depth of understanding of successful marketing techniques in the given space * Ability to create buzz/talk amongst consumers within limited budgets + Impact and achievability within the given constraints Mentor: Shivam Puri + shivam.puri@unilever.com