y In the early 1990s with the entry of

L'Oreal and hair colours. The hair colour market became one of the fastest growing segments in 1998.

y Today, if there are more brands in

the Indian market, it¶s largely due to demand. India, it was largely to cover grey hair. youth in the country, it has become a fashion statement, especially with the young and trendy.

y When hair colours first came to

y But with the increasing number of

culture that places an emphasis on young male employees looking smart and trendy.INTRODUCTION y Hair colours were traditionally aimed at the 15-45 age female segment. y This is because of the corporate y That¶s why all the players have plans . y But market research shows that there was a growing population of 15-45 males which patronised the category in a big way. to modify existing products. launch new products and target different geographic segments and agegroups.

INTRODUCTION y In 2005 the total hair colour industry in India is around Rs 650 crore. y Rest of the brands make up the remaining 37 per cent(2005). followed by L¶Oreal at 15 per cent and Revlon at 8 per cent(2005). The Rs 450 crore retail segment. y According to market research Godrej¶s market share at 40 per cent. . y This is further divided into two segments. which is growing at a 20 per cent clip annually (2005).

y Godrej Sara Lee. which operates in y Chitra Unnithan / Mumbai/ . 2010. Ahmedabad March 10.100 crore and currently growing at 14 per cent year-on-year.INTRODUCTION y The size of the hair colour market in 2009 was Rs 1. the men's hair grooming and styling segment estimates the men's hair grooming and styling segment to be a Rs 1250 million market.

y L'Oréal formed a joint venture with MJ y L¶Oreal expanded rapidly since it . introduced its L¶Oreal Excellence line of hair colour in 1997² The first time a company introduced the concept of hair colour other than black in the country.L'Oréal y L¶Oreal made its debut in India in 1991 with the launch of Ultra Doux shampoo from Laboratories Garnier. L'Oréal seized the opportunity to break the JV and form its own subsidiary in 1994. Group to launch the Ultra Doux range of hair-care products. Encouraged by the acceptance its brand received in India.

y L'Oréal operates in India through four main divisions:consumer products. it is the fifth largest media spender in the industry. in India in 2007. active cosmetics and luxury products. and a growth of nearly 40 per cent. y The biggest contributor to its revenue in India is the consumer products division led by its strongest brand in terms of sales . Globally. y In India. French cosmetics major L'Oréal recorded a turnover of Rs 600 crore (Rs 6 billion).7 per cent of its worldwide turnover on advertising and promotion and 3 per cent on research and development. One of the most important factors that worked for L'Oréal is its high spend on advertising.L'Oréal y A company known for consistently launching new products every few years.Garnier. L'Oréal spends 30. y . professional products.

a simple strategy. different and better products.´ and added. Chief Operating Officer "We have deployed a judicious blend of global and local methods of advertising to appeal to the Indian consumer. ³The Indian consumer is not as price conscious as it is often portrayed to be. ³Introduce new. different and better products(2002)." says Dayal. Asia-Orient-Pacific.³. y y . ³we strongly believe that its never too late to enter a market if you have new. L¶Oreal.´ According to Mr.Marketing Strategy y According to Mr Alian Evrard. yet we found a market because we were offering the right value for money. zone director. Our brands were more expensive than an average fast moving consumer good (FMCG) here. Dinesh Dayal.

albeit slow growth penetrating 4-5% of the all adult segment(2002). Godrej Expert.mid 90s) with virtually no competition to its dominance in the Hair Dye market. y Godrej hair colours are available under the brands Godrej Kali Mehndi. Kesh Kala and Colour Soft. y Godrej Consumer Products Ltd has seen a 17 per cent growth in the hair colour category during the quarter ended December 2009. selling its Colour Soft and Renew brands at Rs 99 and Rs 65 respectively. The brand enjoyed a steady.Godrej Godrej was the leader in the hair dye business for over two decades (1976 . Renew Cream Hair Colour. y . y In 2005. while Godrej is largely mass-based.

GCPL plans to launch more products periodically in this space in the coming months. . said Press.Godrej y For GCPL. y Also being one of the most inflation-resistant categories in the fast moving consumer goods sector. hair colour is the second biggest business for the company making up 23 per cent of its net sales in the last financial year.

. make up 50 per cent of the Rs 580 crore hair colour market in India. However. said GCPL. y The rest of the market is made up of cream based hair colourants.Godrej y The powder hair dyes. in terms of volumes it makes up an even greater share of 75 per cent of the total market. which are catching up fast among the affluent consumers.

.2 per cent.9 per cent in 2002 as many players both global and local have entered the Indian market. Although its share has gone down in the last six years from 43.Godrej ‡ GCPL is still the market leader in the overall category with a share of 35.

y The primary focus is to increase penetration of existing products in rural and semi-urban areas. . Stylish in their execution. y "Premium is not the big focus area for GCPL right now. SEC A/B women) was effectively reached(2002).Market strategy of GCPL y Mainly television and a few press ads led the launch. Thus the target group (25+year-old. The launch TVC focussed on the fact that Colour Soft was a breakthrough product especially formulated for Indian hair. the commercials were run on mainline TV channels like Star. Sony and Zee TV.³.

Revlon y Targeting the mass segment for driving volumes. which span all price strata in the hair colour market. Darkest Brown. y Color N Care. will be available in six shades . Medium Brown. priced at Rs 120 per . y The company has brands such as Colour Silk and Colour Stay. Burgundy and Light Brown. Modi Revlon plans to push its hair colour brands harder in the market. Brown Black. It plans to introduce Indiaspecific hair colour brands in the future. packet.Natural Black.

placing it ahead of its competitors. y Modi Revlon claims a market share of 41 per cent share of premium/mass premium segment as per Euromonitor data for 2006. The company has set aside 15 per cent of its total turnover as its ad budget. a 74:26 joint venture between Modi Mundi Pharma and the USbased cosmetics giant. y . It has been releasing ads from its international catalogue and has not aappointed an advertising agency in the country.Revlon y The Rs 100-crore Modi Revlon started making profits last year and has been growing at 25 per cent for the past three years. y Modi Revlon. y 10 per cent market share in the first year.

. the company plans various below-the-line activities and use the print medium to promote the product. we will break onto the marketing scene with a 360degree approach. y y . the campaigns will be expanded to television campaigns. we only plan to educate consumers about the benefits of the product." said Mr Deepak Bhandari. Director-Marketing. On marketing initiatives. Modi Revlon(2007). "But due to the growing consumer base and demand for the segment in the country. we decided to launch a brand that was specific to the wants of Indian women" . the second year on. while in the second year.Marketing Strategy y "We have a two-phased roll out plan for the brand to build up our position in the mass market hair colour segment. While the first year.

product innovation. We are concentrating on 3 P¶s i.´ y y y .000 outlets to its existing 25. Deepak Bhandari said. The total ad spends for Color N Care will be Rs 5 crore for 2007-08.e.Marketing Strategy y The company also plans to add 25. Mr. pricing and penetration at this juncture to increase our foothold / strengthen our position amongst the consumers. "Revlon's core area is colour cosmetics and we will continue to have innovations to develop the category in India´.000 distribution outlets to build upon its mass products portfolio.

y High-Quality. a division of Wella AG Germany. is the premier name in professional hair cosmetics & pioneer of innovation and trend spotting.Wella y Wella India. . High- Performance and HighFashion are three of the key reasons why Wella Professionals and its products are preferred by the world's most renowned hairdressers.

. Wella India. Friseur Service Manager. the advantage with P&G is that Wella already has a brand recall and awareness in the market.Wella y P&G India now plans to enter the Rs 1000 crore hair colour market and will also get into the premium end of shampoo segment through this brand(2009). y According to Hyacinth D¶Souza. thanks to the grey market and salons.

Marketing Strategy y The company has plans to partner with leading Indian hair dressers to provide them with backup and support systems such as the latest techniques in hair colouring and straightening. . among other things.

This has enabled it to garner a 20 per cent share in a market dominated by local hair colourants and dyes. its Excellence is priced at Rs 399. Garnier operates in the mid-price and luxury segment.Garnier y In the hair colour segment. . y L¶Oreal¶s sub-brand Garnier Colour Naturals carries a tag of Rs 99. y Garnier attributes its performance to being the first player in India to introduce a cream-based hair colour below the price of Rs 100 (2002) and the first home-highlighting kit (2005).

y Having on board. y STREAX proudly associates with FEMINA MISS INDIA 2010 pageant as their official hair color & styling partner. It has a healthy and consistent growth rate of 20% per annum.STREAX Hair Colour has already registered its footprints in its segment capturing above 10% market share in terms of quantity [Source : Nielsen Data] in a very short span of 3 years and the firm strongly believe that it was made possible only with its commitment to quality. steady growth is forecasted in the years to come. the Fashion Diva Malaika Arora Khan as its BRAND AMBASSADOR. y Streax currently holds second largest market share in India for hair coloring products. y .

According to market survey y The hair colour market in india is y Godrej is the market leader of the hair colour industry with approx 45%(which consists of their hair dye. . powder clrs.n thr hair clr godrej clr soft). Segmentationtargetting the age of 18-45 and are targrtting women of group sec A Targeted metros since their product is made for the upper class Their psychographic segmentation is based on lifestyle where they are targetting women who lead a sopfisticated and stylish lifestyle. y L¶oreal has a market share of 25%(it does nt cmpare with godrej as they want to increase their profit margins over the nxt yr) y y y y y Revlon has market share of 12% y Wella 8% worth 400to500 cr and is growing at an increasing rate of abt 24to25% yearly and annual production is estimated to be 400tonnes.

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