Buisness strategies:

Our company business strategy involves all the strategies that we use to market it these strategies
present in 4 P’s of marketing as below;

 Product
 Price
 Place
 Promotion

Product:
Strategies we use in product making are as below:

Quality:
A very effective hair-strengthening and moisturizing shampoo, with refreshing herbal extracts,
specially formulated to prevent hair loss and fight Dandruff. Hypoallergenic. No harmful
chemicals

Key Ingredients:
Fenugreek for (hair-strengthening and nourishing ) and neem (for killing germs)
extracts with shikakai granules (anti-dandruff properties) and mint (for freshness ).

Safety:
C o m p l e t e l y N o n - h a r m f u l . S a f e t o u s e o n a r t i f i c i a l l y c o l o r e d o r permed
hair. Safe for daily use. Suitable for any person above 5 years of age.

Packing and Packaging:

 Packed in 7ml sachet, 35 ml, 100 ml and 200 ml plastic bottles. The 50 ml bottles will be
the trial packs, which will be discontinued in the 3rd year of operation.
 Pictures of the key ingredients will be displayed on the pack.
 Safety lock will be on the cap of the bottle to ensure the customer of non-
adulteration.
Labeling:
 Labeling will include the following:
 Brief description of Quality
 Directions for use
 Key ingredients
 Safety Features
 Price, Quantity, Company’s name, company’s logo etc.
 Barcode
Pricing:

Pricing Strategy: Penetrative and Competitive pricing – low price to attract more customers
in comparison to the competitors.

Suggested Retail price:

Quantity (in ml) Price (in Rs.)

7 2.5
35 17
100 68
200 120

Price Flexibility: Prices are Flexible to the market conditions and to the cost of
manufacturing and also to the prices of competitive products.

Place:
Channel of distribution: Manufactured product will move through the following channel of
distribution:

Manufacturer  Distributor  Dealer  Wholesaler 

Customer  Retailer  

This channel of distribution has been adopted as the company is new to the country and
distributing the product by ourselves may result in excessive cost to the company. So to avoid
this problem the company will collaborate with a distributor (to be selected through the process
of tender filling) and as the market is very large it has to go through the dealers, to ensure proper
distribution.

 Inventory Management: Production will be done on batch basis and when one
batch will be under process and the raw material for the next batch is being fed, the raw
material for the second consecutive batch will be procured. This will result in low storage
cost and sufficient raw material for manufacturing.
  Warehousing: The manufactured product will be stored in the company’s warehouse
near its plant before dispatching it to the distributor.
 Transportation: Company will collaborate with a transportation Company (to be
selected through the process of tender filling) to transport its goods from the plant to the
warehouse and to the distributor’s place.

Promotion:
Promotion Strategy: Following strategies will be used to promote the product:

Push and Pull Strategies – Push Strategy: we will be using push strategy to concentrate
some of our marketing efforts on promoting our product to retailers to convince them to stock the
product. A combination of promotional mix strategies will be used in this aimed at the retailer
including personal selling, and direct mail, pushing the product onto the retailer.

Pull Strategy: we will also be using pull strategy to promote our product amongst the target
market to create demand. Consumers will pull the product through the distribution channel
forcing the wholesaler and retailer to stock it. This will be done through providing the customers
with money off coupons or special offers.

AIDA strategy: The third strategy to promote our product will be the implementation of
AIDA model which is

Attention  Interest  Desire  Action

This can be illustrated briefly as grabbing the attention of the customer, then holding his interest,
then making the product desirable to him and finally making him to purchase the product.

AIDA is an acronym for Attention, Interest, Desire, and Action. This strategy can be made
successful through effective advertisement, distribution of free samples etc.

Advertising: To create awareness about the product in the minds of the customers and to
provoke their buying actions. Advertising will be done through the following mediums:

i. T.V. spots
ii. Magazines
iii. Billboards
iv. Product packaging and inserts
 v. Posters and Flyers
vi. In – store displays
vii. Distribution of free samples

Public Relations and Publicity: To be done through these proceses as below:

i. Exclusives
ii. Community involvement
iii. Opinion pieces
iv. Feature stories
v. Social responsibility Activities

Personal Selling: Personal selling will be done only in Supermarkets and big stores, where a
representative of the company will be made available to tell the customers and also help them
about the benefits and the uses of the product and also what differentiates our product from
others available products.