Introduction

Launching a product is an exciting adventure since it gives us the complete responsibility and freedom to come up with a product which is unique, fresh and also workable i.e. practical. There are so many ideas and so many point of views about each of those ideas, therefore it was a challenge to us to stick to one product and not to get carried away with fantastic and intriguing albeit a bit wild and most of the times impractical ideas. A first hand experience in what actually is involved while actually bringing a product to the market has made us appreciate the hard work and complexity of the process. We have made a sincere effort in coming up with a product which we think is interesting and suitable for the Indian market of today. Hair care industry is a cash cow since people of both sexes and of all ages are very much conscious about the way their hair looks. Even in remote places people spend good money to buy shampoos and hair colours and what not. This has prompted us to come up with the idea of launching a Hair straightening spray. This project will help in understanding the details about the product in grave detail. So here is a brave attempt on part of us to bring out something new and which we think is interesting and fun!!!

How we came about selecting the Product : In our brain storming session we discussed out various products and services for e.g. providing mangoes throughout the year, a pill which keeps a person awake; instant hair curling cream, instant teeth whitening cream and finally hair straightening cream. The main objective behind selecting Organas hair straightening spray and hair sculpting gel was to come up with products which were unique, useful and appealing to the modern man and woman of today Screening & selecting the final product: We decided to drop the ideas for: Mangoes providing service:

Mangoes are perishable commodity. Thus to keep a mango in hygienic condition throughout the year is not only difficult but also expensive. Also the cost of transporting, handling, storage etc. would be a costly affair.

Pills for keeping a person awake:

There are numerous problems faced for this product. There might be side effects. In order to bring out this product research would have to be done. How many years it would

actually take to make a pill is an unknown factor. The more time it takes the more costly will be the affair. Once the product has been made it will require government certification. We do not think there would be many takers for this product.

Instant hair curling cream:

Most Indian women have slightly wavy and curly hair so demand for such a product will be very low. Also beauty parlors offer hair perming and curling treatment.

Instant teeth whitening cream:

There are many toothpaste which promises whitening effect so people would not necessarily go for a product which exclusively gives a whitening effect. Finally we decided upon a hair-straitening product. Since we wanted something, which would immediately appeal to, women and which would have a high demand in the market.

Final product selection:

A revolutionary hair straightening spray.

Why Hair Care Products? The Hair care industry today in India is a multi million dollar industry, this is because hair is one the most important part of our personality. People are ready to

spend big money to have that perfect coiffure look. Industry biggies like Proctor & Gamble, Hindustan lever, LG, Loreal etc have all brought out their basket of hair care products. It can therefore be said that the hair care industry in not only flourishing but also hugely profitable. Why the brand name Organa? We have evolved the term organic into Organa. Organa hopes to portray and represent products which are bio friendly and directly derived from nature. As all the products consist of only naturally occurring herbs, plants, minerals and other derivatives with little or no chemicals added to it has become our priority to bottle our image into a brand name which sounds fresh, alluring and also environment friendly.

Why Hair Straightening spray ?

80% Indian women have curly & wavy hair. Not only that it is just human nature to want something which we do not have. So even though curly soft hair looks great within itself people especially women want silky straight hair. Also the reason maybe that straight hair is much more easy to manage than curls. Another point of impact on our outlook is the rapid exposure to the western culture. We see it on TV, read foreign magazines, see English movies etc which show Caucasian women and men who most often than not have Straight hair. We almost consider straight as a sign of true beauty and allure. People are almost obsessed with the idea to look and adopt anything which represents western culture. That is

really what has made the fairness cream industry so hugely profitable. We can therefore safely say that the hair straightening spray which gives immediate gratification(noticeable result within only 15 minutes) is bound to be a resounding success.

U.S.P. of Organa hair straightening serum spray:

The U.S.P of this product is that it gives silky straight hair to even the longest and curliest of hair within 15 minutes flat its that quick! Not only that it is extremely easy for a person to use. All you can do is spray; comb and you have perfectly straight hair.

Why Organa a better choice over others?

Beauty Parlours, provide services like ironing and straightening with lotion and creams. But such techniques are not only expensive but very harmful to the hair. The creams and lotions have chemical in them, which strips the hair of its natural oil making it rough and brittle. Regular ironing & use of creams

and lotions makes the hair thin and they start to fall. Arent this reasons enough to opt for Organa Organas products are environment friendly & made of plants and herbs and therefore are delicate and nurturing towards the hair. The hair spray consists of a serum, which is specially formulated to make even the curliest hair satiny straight without harming them. The enzymes, which make the hair straight, is extracted from seaweeds found on the northern coast of Japan that has a unique and special quality of unlocking & relaxing the kinks in the hair shaft which is responsible for making the hair shafts straight.

Evaluating Organa:

To launch & rapidly gain market share & profit

SWOT

Strengt h No competitor. Immediate result. Affordable rate.

Opportuni ty Growing class of women who are aware and desire of lifestyle product. Growing trend among women

Weakness New product. Targeted for only women. Start from zero market share. Target people from middle class and upper class.

Threat After our launch there is a threat of other reputed companies in launching similar product which could

Our target market: Market segmentation based on 3 groups:

Office going women, housewives.

People related to beauty industry, or fields where physical presentation is very essential. College going girls and boys within the age group of 15-22, as well as other students Bases for segmentation: Demographic segmentation Gender: Our target is mostly women and young adults. Income Our product is targeted towards people belonging to the middle and above income classes. Since our product is essentially a lifestyle and cosmetic product. We have tentatively priced it at Rs 126.50. for an 80 ml pack. Psycho graphic segmentation:

Personality and life style: Our product is essentially a cosmetic and luxury product. Therefore people aspiring for enhanced lifestyle will go for it.. Organa products project themselves as a statement of style and desire inducing. Women and men both, who are working & /or are in a position where there is high social interaction will find an appeal to our products.
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Four Ps of Marketing Mix pertaining to Organa

Product

Organa Hair Straightening Serum Spray

 Product features: Organa hair straightening spray is a unique product specifically targeted towards Indian women. Our research has showed us that 80% of Indian women have wavy and curly hair. And most women would like to have silky straight hair. Our product gives the result of straight hair in just 15 minutes. It also contains sunscreen to protect hair from the harsh sunrays. Organa hair straightening spray can be used on all hair types as it is water based, & its special hydroxyl serum will keep your hair hydrated up to 48hours. Not only that it has 99.99% pure stabilized Aloe Vera gel extracts which hydrates, nourishes and controls dandruff effectively. All you have to do is spray, comb and wallah! Your hair is satiny straight!! No other product can give you such dramatic result in such a short time. So consider going to the beauty parlour for hair rebonding or ironing as history Organa hair straightening spray will give the parlour effect in one fourth the time and is much more cost efficient, not to mention enhancing the texture and health of hair. So stop burning and damaging your hair by using expensive chemicals and ironing and use Organa for natural, beautiful and nourished straight hair. Organa hair straightening spray is completely nature based with extracts from plants, herbs and naturally occurring minerals and salts. Our

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products have been never tested on animals. Our products do not contain any comedogenic substances or lonolin and results have shown that even people with hypo allergic and sensitive skins can use our hair care range.

Available in 4 Fragrances: Tangy Pineapple, Fresh Lemon, Chocolate Delight & Sensuous Jasmine.

Design: Organa hair straightening spray has been packaged in simple slick transparent glass bottles, which are ultra light but wont break easily since polymer silicon fiber has been mixed with it to add strength. The spray bottle has a clean square shape with rounded edges keeping in mind that it appeals aesthetically. The cap is silvery white and shaped as rounded cut cylinder, and is made of tin. The bottle measures 14 cms in height and 8 cms in width. Each spray flask contains 80ml serum. In order to maintain the clutter free sensual look only the brand name appears on the bottle with the manufacturing date and other essentials printed on bottom side.

Punch line: Organa: For the woman of perfection.

Price
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80 ml hair straightening serum spray 126.50/ Price:

We intend to keep the price of our hair straightening serum spray constant atleast until we achieve the break even target(Price126.50/80ml). From our tentative analysis we have predicted that it will take 13 months to break even.

Levels of margin: For each unit: Estimated production cost(manufacturing)- Rs 62 XYZ company Organa- Rs 65 (15%Profit+costs) Distributors Rs 87.50 (5%) Stockists Rs 91.85 (5%) Retailers- Rs 101 (25%) Max Retail price Rs 126.50/-

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 Place
We have considered 3 tier distribution channel system. Channels of distribution: Manufacturer stockists Retailers Consumers Organa Distributors

Distributors: We will be considering 4 regional distributors for the north, east, south and west Zone. Each regional distributor will be assigned the responsibilities of handling the key urban and sub- urban areas in their respective zones while covering the vital cities and towns in particular. Stockiest: The distributors will be assigned the task to select appropriate whole stockiest in key areas and cities so as to achieve deep and extensive penetration in the market. Since our product is of mass nature it becomes imperative for us to have wide coverage and be easily available. Retailers: Organa is a cosmetic lifestyle product. We want to make sure that people have easy accessibility to
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our product. All the major chemists and drug stores, cosmetic stores, beauty salons and parlours will be stocking our products.

Promotion
Promotion is a paid form of mass communication using a media. The media which we will be using to launch and propagate the awareness of our product are as follows: Print: billboards. Newspapers: During the first 3 months major dailies across India such as Times of India, Navbharat times, Hindustan times, DNA etc. will carry prominent eye catching visual advertisement to create awareness and arouse interest in Organas products. Concurrently we will also plan to display our products advertisement in 3 major magazines such as Femina, Filmfare and Womans Era during the 1st and 2nd month after launch of Organas hair straightening spray. newspapers, magazines, hoardings and

Hoardings: Most of the major cities will carry a display of Organas products on hoardings at key points during the initial 3 months. Key areas such as near shopping malls, railway stations, cinema halls, highways with heavy vehicular traffics will be covered.

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In Mumbai places such as near Bandra, Colaba, Nariman point etc. where it could be prominently seen, will be used for hoardings and billboards. Public relations: For a new lifestyle and cosmetic product it is very important to have positive response from the media or the concerned people whose view is considered important. Therefore we will give great stress on creating a sublime relationship. Electronic media: We will be using television and radio to a large extent so as to get maximum exposure and create rapid awareness. The channels which we will be considering to air our advertisement are Star One, Star World, Star Plus and Sony, the time slot will be usually at 8 to11 and on holidays and Sunday 10 to 2:30 in the afternoon and in the evening after 7:30 pm. For the 1st month daily repetitions during the selected prime times will be done. Our Budget for Promotion: 22.50 crores Media used will be Television, newspapers, magazines & hoardings cum billboards.

Cost of making an advertisement with our Product ambassador photo shoot along with other things comes to 2 crores
Average cost per month will be 16.5 lakhs 30 sec advertisement cost on Sony during Prime time : 1 lakh

15 sec advertisement cost on Star Plus during Prime time : 1 lakh

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30 sec advertisement cost on Star One during Prime time : 80 thousand

30 advertisement cost on Discovery Travel & Living during Prime time : 75 thousand.

10 sec advertisement cost on all channels that we have considered is between 25 to 28 thousand for prime time & 20 thousand for the rest of the day.

Full Page Colour Advertisement in Femina & Filmfare magazines is 1 lakh each

Full Page Colour Advertisement in Womenss Era is 70 thousand

Hoardings

near Worli Sea Face, Western Express Highway, Queens Necklace is Rs 25000 to 40,000 per week.

Promotional budget for 1st month : 3 crore

Fixed cost for making the television Advt. and press

advt. 16.5 lakh

Full Page Colour Advertisement in Femina & Filmfare : 2

lakh
A3

Size colour advt. in TOI, Hindustan Times & Navbharat Times : 3.5 lakhs
Hoardings and Billboards: 8 lakhs

TV Promotion:

On Sony, Star Plus, Discovery Lifestyle & Living and Star One from Monday to Saturday.

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Between 7.30 pm to 11.30pm

Two 30 sec ads and four 15 second ads. Daily Five 10 sec ads during 2 pm to 6 pm - Daily

Promotional budget for 2nd & 3rd month : 2 crore

Fixed cost for making the television Advt. and press

advt. 16.5 lakh

Full Page Colour Advertisement in Femina & Filmfare : 2

lakh
A3 Size colour advt. in TOI, DNA: 2 lakhs Hoardings and Billboards: 8 lakhs

TV Promotion: On Sony, Star Plus, Discovery Lifestyle & Living and Star One from Monday to Saturday

Between 7.30 pm to 11.30pm

Three 15 second ads. Daily Five10 sec ads during 2 pm to 6 pm - Daily

Promotional budget from 4th month : 1.5 crore

Fixed cost for making the television Advt. and press

advt. 16.5 lakh

Full Page Colour Advertisement in Femina & Filmfare : 2

lakh
Hoardings and Billboards: 5 lakhs 17

TV Promotion: For Sony, Star Plus, Discovery Lifestyle & Living and Star One Monday to Saturday.

Between 7.30 pm to 11.30pm

Five 10 second ads. Daily

Between 2 pm to 6 pm

Three 15 sec ads. - Daily

Brand Ambassador : Mandira Bedi.

Reasons for selection: Mandira Bedi as we all know is an renowned actress, TV personality and a very outgoing and intelligent woman. She represents todays phase of modern, confident and self assured working Indian woman who is not only independent but also has the power to make her own decisions and has the earning capacity to back it. She is just appropriate as a brand ambassador for Organa which also stands for a strong but feminine Indian woman. Organas products cater to the demands and desires of todays Indian lady. Organa has taken a giants step towards providing a safe and effective products which are affordable and of flawless quality for the deserving Indian femme. And therefore we consider Mandira Bedi as an advocate and ambassador for Organa. Mandira Bedi has naturally curly hair which she finds very difficult to manage because of excessive tangles, also the texture of her hair is quite rough. The saving race of her hair is that they are very thick, luscious and naturally ebony black in colour.

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Our brand ambassador Mrs. Mandira Bedi has previously tried out various hair straightening techniques such as Japanese thermal conditioning system, hair straightening creams and lotions and has to undergo regular hair ironing as part of her makeup regime. But all these processes had left her unsatisfied since she suffered serious hair loss, premature graying and her hair had become excessively dry and rough. But now she is an ardent fan of Organas hair straightening product. Not only that, she does not have to worry anymore about hair damage or hair loss since all the ingredients in our spray are natural and tested for hypo allergies.

Competitors analysis: As such Organa does not have any direct competitor when it comes to hair straightening serum. To achieve the straight hair look one has to avail, to the beauty parlour services like hair ironing or permanent hair straightening using creams and lotions, use chemical filled hair sprays etc. The major disadvantages is that, such techniques may need longer application time i.e. up to an hour or more ,also such techniques are very expensive. Beauty parlours;

Permanent hair straightening which is ranged at Rs 3000/- . The time taken is approximately 4 hours. End Result:

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Straight hair which lasts upto 4-5 months or until new hair growth occurs. Adverse effects: Extreme dryness, severe split ends, hair does not actually become very straight, lack luster hair. Wellas Hair straightening cream:

The time taken for straightening the hair is 2 hours and it costs Rs. 500/- for 100 gm pack , one pack can be used for shoulder length hair. End Result: The application process lasts for nearly 2 hours. And after all this time the hair does not become actually straight as there is a slightly perm look. the degree of hair straightness depends upon the beauticians own skill. Such a treatment makes the hair rough, dry, frizzy and hair breakage is a very common problem. The effect of this treatment lasts for 2 to 3 months and takes a long time for the entire effect to ware off. During that period the looks not only brittle and rough but is actually sensitive.

Hair ironing:

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Ironing is done with a special hair iron which costs anywhere above 1800. The same process is also done in a beauty parlour. End Result: Ironing the hair takes around 1 hour. The effect does not last long as the hair comes back to its natural state after getting wet. Heat treatment on hair can be very harmful since there is a chance of follicles getting burnt. Also the hair becomes excessively dry and lifeless after regular use. The most damaging effect on hair due to ironing is that the hair growth becomes very slow

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Financial implication of launching Organa at all India level: Estimated budget required for launching Organas hair straightening serum spray

85 crores
85 crores Shares 30 crores Reserve 5 crores
Unreserved 25 crores

Loans 50 crores Banks IDBI, ICICI

Own assets 10 crores

Financial institutions

Allocation of resources:

85 crores

Reserv e

Produc tion

crores

(Manu f.) 25 crores

Promot ion

22.5

crores

Raw materi al purcha sed 8 crores

Lab expens e 8 crores

admin.
7 crores

Office &

R&D

5 crores

Transport ation and other expenses 4 crores

Estimated cost for production of one unit:

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Particulars Bottle Nozzle and tube External packaging Cap Formula Serum, preservatives etc. Taxes and other duties Salary and wages Raw material Transport Storage and handling Administrative overhead Factory overhead Other expenses Total

Rs 3 1 1 1 15 10 5 4 10 3 4 3 2 62

Estimated production cost(manufacturing)- Rs 62 XYZ company (unit cost- 62 + margin- 3Rs = 65) Organa- Rs 76.50 (15%) Distributors Rs 87.45 (5%) stockist Rs 91.80 (10%) Retailers- Rs 101 (25%) Max Retail price Rs 126.50/At the time of production the first decision to make is to whether to have your own production unit by setting the plant by buying land, machinery, employing labour etc. or to hire a company who will manufacture the products for you.

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Organa is launching a totally new product and with no predecessors it is very difficult to forecast whether the product will be success or not. In such a situation the company would be playing safe by employing a pharmaceuticals company to manufacture it. The advantage of hiring another company is that even if the product fails the fixed costs incurred by having land, equipments etc is removed. Also after careful assessment Organa has decided upon a pharma company situated at Silvassa (Gujrat).

*Estimated BEP sales at unit cost of 87.45 Rs

BEP Month 1 2 3 4 5 6 7 8 9 10 11 12 13 BE 13 P months Estimated sales 75,000 1,50,000 2,50,000 3,75,000 5,00,000 6,50,000 8,00,000 9,50,000 10,50,000 12,00,000 13,50,000 14,00,000 14,50,000 1crore (Approx sales) Revenue 65,58,750 1,31,17,500 2,18,62,500 3,27,93,750 4,37,25,000 5,68,42,500 6,9,60,000 8,30,77,500 9,18,22,500 10,49,40,000 11,80,57,500 12,24,30,000 12,68,02,500 80 crores(approx .)

Average sales to be done per month will be approximately 70,000 units to break even in 12 months..

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Future plans: Organa, India has exciting plans for the future. As soon as the company gains a market recognition and its reputation for providing quality and value for money goods and services, and no doubt it will- Organa plans to launch a specialized hair styling and sculpting gel. Here is a peek into this super fast and amazing product of world standard quality. Because. Todays modern women and men like to have defined and attractive hair style, depending upon the occasion people go for sober smart look for the office, a spiky or softly curly hair for an evening out or may be a dramatic to a wild party! Organas sculpting gel is therefore a perfect product to give whatever look one wants, and whenever one wants. All you have to do is work a liberal quantity of gel through hair and then proceed with the desired hairstyle; wait for five minutes before combing. You will then have a perfect hairstyle which can last up to 15 hours, without making hair look sticky, greasy or bristly and the final look is fresh and natural without damaging the hair.

Organa Styling and Sculpting Gel

Design:

Both Organa hair straightening spray and Organa styling gel have been packaged in simple slick transparent glass bottles, which are ultra light but wont

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break easily since polymer silicon fiber has been mixed with it to add strength. Packaging:

Organa styling gel has been packaged in simple slick transparent glass bottles, which is ultra light but wont break easily since polymer silicon fiber has been mixed with it to add strength.

Organa styling gel is bottled in a clear transparent glass tub with a diameter of 14 cms and height of 9cms. 75ml of gel is packed in each tub. The cap made of tin is silvery white with a thin silvery line running diametrically a cm above the cap end. Similarly the tub is ultra light made of special glass infused with polymer silicon fiber to add strength and reduce brittleness. The brand name and product name appears on the tub whereas manufacturing date and other essentials are printed on bottom side.

How it works:

Tried to use any hair styling products lately? How does your hair feel when you touch it after some time? Maybe bristly or coarse or really sticky and brittle to touch??? Well then, now your problems are over because of Organas styling and sculpting gel. Unlike other products it does not have any smell and is non greasy. It has 99.99% pure & stabilized Aloe Vera extracts for dandruff control and for adding that extra shine and gloss and therefore completely safe on all types of hair. Not only that it gets absorbed quickly leaving your hair completely tangle free, with no residue what so ever, but you will have your desired style which looks natural, fresh and lustier than ever before

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Just work a liberal quantity of gel through your hair and style in desired fashion, wait for fifteen minutes and comb (optional).

Ingredients: Organa styling gel contains omega 3 enzyme for giving a rich natural look along with Aloe Vera and active vegetable extracts for giving moisture and vitamins. Not only that, our styling gel has sunscreen block of SPF 40 which protects hair and keeps it looking silky and full of health.

Conclusion
Marketing management is one of the most significant aspect while launching a product as well as conducting day to day business. It can make or break a product and even the organization. Marketing management has various aspects to it which need to handled carefully in order to get the desired result. And even though it is an ancient art it is still practiced today albeit with new techniques and methods.

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We have tried to put together a product by using the various tools of marketing. In the process we have learnt the practical use of the study of Marketing management. In the end, from our point of reasoning, we would like to say that Organa, the brand stands for enduring beauty, confidence and perfection with the perfect blend of good quality, sensible pricing and out standing results. Therefore,

Organa is For the Woman of Perfection.

OOOOOOOOOOOOOOOOOO

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