CONTENTS

SL.
NO PARTI
CULARS PAGENO

1 I
NTRODUCTI
ON 2-3

2 DETAI
LEDDESCRI
PTI
ONOFTHEPRODUCT 3-5

3 MARKETI
NGSTARTEGYANDMARKETI
NGMI
XOF 5-8
HAIRBRUSH

4 SWOTANAYLSI
S 9-10

5 MARKETI
NGPLANNI
NG 10

6 MARKETI
NGCHANNELSOFDI
STRI
BUTI
ON 10-11

7 PRI
CINGMETHOD 11

8 CHARACTERI
STI
CSAFFECTI
NGCONSUMER 12
BEHAVI
OR

9 BUYI
NGBEHAVI
OR 13

10 BLUEPRI
NTOFTHEPRODUCT 14

11 CONCLUSI
ON 15

1
12 BI
BLOGRAPHY 16

2
 I
NTRODUCTI
ON
Al iquid-r
eservoirhai rbrusht hati scapabl eofev enlydi sper sing wat er
-
basedsol uti
onsandot hert hinandnon- v
iscousl iquidsov ert heuser '
s
scalpdur ingr outinehai rbr ushi ng.Absor bentfill
eruni tarepl acedint oa
chamberoft hehai rbrushbodyandabsor bentf eedr odsar epl acedi nto
boresoft hehai rbrushbr istl
es.Thehai r
brushcanbepr ovidedwi throller
-
ballorf el
t-t
ippednozzl esmount edatdi stalendsoft hehai rbrushbr i
stles.
Theabsor bentf eedr odsi nterconnectt heabsor bentfill
eruni t(s)andt he
nozzles,andt hel iquidf r
om t heabsor bentf i
ll
eruni t(
s)i ssuppl i
edt ot he
absor bentfeedr odsandt hent othenozz l
es.Thechamberoft hehai r
brush
bodycan be di v i
ded i nto mul ti
ple,hermet i
callyisolated sect i
ons.The
hairbrushbodycanhav eanopt i
onalfil
lerinletandcancomewi than
optionalliquidref i
lli
nguni twhi chcanhol dapr edeterminev olumeoft he
l
iquid.Thehai rbrushcomeswi thar emov ablebristl
el i
dt okeept hebr i
stles
enclosedwhent hehai rbrushi snoti nuseandt ohel ppr eventt henoz zles
fr
om dr y i
ngout .

Itisaf i
rstobj ectoft hei nventiont opr ovideal i
qui d-reservoirhairbrusht hat
i
scapabl eofdi sper si
ngwat er -basedsol utionsandot hert hinandnon-
viscous l i
qui ds ov ert he user '
s scal p dur ing r out i
ne hai rcombi ng or
brushi ng.Thef i
rstobj ecti sachi ev edbyl ocat ingatl eastoneabsor bent
fil
leruni t( viz.,li
qui dabsor bent )i nachamberoft hehai r
brushbodyand
absor bentf eed r odsi n boresoft he hai rbrush br i
stles.Thehai rbr ush
brist l
esar epr eferabl ymount edt oaf lexiblebaseandt heabsor bentf i
ll
er
uni t(s)ar e pr eferabl ymade f rom a suf ficientlyspongyand/ orspr ingy
mat erial.Theabsor bentf i
ll
eruni t(s)ar epl acedi ntot hechamberoft he
hair brush bodyand cov ered byt he f lexible base.Li quid outlets( vi
z.,
nozzl es)ar emount edatdi stalendsoft hehai r brushbr i
stl
esandhav ea
roller-bal lli
qui ddi st ri
butionmechani sm,i nwhi chr oll
er-ball
sar er otatable
mount edwi thineachnozzl etodi sper set hel iqui
dov ertheuser '
sscal ponl y
dur ingr ol l
ingcont actoft her oller-ballwi tht heuser '
sscal p.Theabsor bent
feedr odsi nt erconnectt heabsor bentf ill
eruni t(s)andt heroller-
balls,and
thel i
qui df rom t heabsor bentf il
leruni t(s)issuppl i
edt ot her oll
er-ball
s,by
meansoft hel i
quidpassi ngt hrought heabsor bentf eedr odst of eeda
sur faceofeachr oller
-ball.Whent heuserbr usheshi sorherhai r
,t he
3
hair
brushbr istl
espushont hef lexiblebaseandpr essur i
zet heabsor bent
fi
ll
eruni t
(s).Thi spressur ehel pst omov ethel iquidf rom t heabsor bent
fi
ll
eruni t(s)downt otheabsor bentf eedr ods.Thehai rbrushbodycanhav e
anabsor bentf ill
erdividerwhi chsepar atesthechamberoft hehai rbrush
bodyi nt omul t
ipl
e,hermet i
callyisol atedsect i
ons,andmul t
ipl
eabsor bent
fi
ll
eruni tscanbepl acedi ntothesesect i
ons.Apur poseoft hesepar ationis
tokeept hehai rbrushinanov erallwor kablecondi ti
on,ev eni fsomeoft he
nozzlesand/ ort hehairbr ushbr i
st l
esl eakandt hel i
quidst artst odr ainor
vaporizef r
om t heabsor bentf i
ll
eruni t(s).Thehai r
brushcanbepr ovided
withar emov ablebri
stlel idtokeept hehai rbrushbr i
stlesencl osedwhen
thehai rbrushi snotinuse, andt opr ev entt heroller -
ballsfrom dr y i
ngout .A
bodyoft hehai rbrushwi llpreferablyhav eaf i
ll
eri nlet,sot hatt heusercan
ref
il
lt heabsor bentfil
leruni t(
s)wi t
ht hel iqui
dwi thorwi thoutanopt i
onal
l
iquidr efi
lli
nguni twhichcanhol dapr edet erminev olumeoft hel iqui
d.

I
tisanotherobjectoft hei
nventi
ont oprov
ideahai rbr
ushwi t
hbr i
stl
es
hav
ingroll
er-
bal
lnoz zl
es,wherei
nani nt
ermedi
atetransit
ionalabsorbent
uni
tismountedbet weenanabsor bentf
eedrodandar oll
er-
ball
.Amai n
pur
pose ofthe int
ermediat
e absorbentuni
tist o provi
de a transiti
on
bet
weentheabsorbentfeedr
odandapossi bl
ydissi
milarsi
zedroll
er-bal
l.

Itisf urtherobj ectoft heinv entiontopr ovi

deahai r
brushwi t
hbr i
stl
es
havingf elt-
tippednozzl esmount edatdi stalendsoft hebr ushbr i
stl
es,
wher einanabsor bentdi spersinguni tismount edwi thineachnozzl e,and
wher einanabsor bentf eedrodext endsout wardlybey ondthedistalendof
each hai rbrush br i
stleand ext endsi nt
ot heabsor bentdispersing unit.
Liquidf r
om anabsor bentfil
leruni ti
ssuppl iedthrought heabsorbentf eed
rodi nadi r
ectionoft heabsor bentdi spersinguni ttof eedasur faceofa
distalendoft heabsor bentdisper si
nguni t.Thel i
qui df r
om thef elt
-ti
pped
nozzledi spersesov ertheuser'sscal puponcont actoft hedistalendoft he
absor bentdi spersinguni twitht hescal pdur i
ngbr ushing.Theset ypesof
nozzlesmaypr ovideasof terfeelingbrushf oruser swi thasensiti
v escalp.

DETAI
LEDDESCRI
PTI
ONOFTHEPRODUCT

Themaj
orgoaloft
hepr
esenti
nvent
ioni
stopr
ovi
deal
i
qui
d-r
eser
voi
r
4
hai
rbrusht hatwil
lall
owausertoconveni
entl
yandevenl
ydi
sper
sewater-
basedsol utionsandothert
hinand non-vi
scousl
iqui
dsoverthescal
p
duri
ngr out
inehaircombi
ngorbr
ushing.

One gr eatadv antageofa hai rbrush orcomb withl i

quid outlet
s(vi
z.,
nozzles)locatedatdi stalendsofcombt eet
horhai rbr
ushbr istl
esand
havingar oll
er-ballli
qui
ddi st
ri
but i
onmechani sm i
st hatthel i
quidfr
om
eachpar ti
cularnozzlewi l
lber eleasedonlyuponmov i
ngcont actofthe
rol
ler-
ballmount edwithi
nthatnozzl ewi
ththeuser'
sscalp.

Topr eventanat ur alout f

low ofal iqui dt hrought her oller-ballnoz zles
mount edatt hedi stalendsoft hehai rbr ushbr i
stles,andt ot ranspor tthe
l
iqui df r
om t he l iquidr eservoirdown t ot he r oller-bal lnozzl es,f oral l
embodi ment soft hehai r br
ushoft hei nv ent ionabsor bentf i
lleruni t(s)wi l
l
bepl acedi nt ot hehai rbr ush'sliqui dr eser v oir,andabsor bentf eedr odswi l
l
bepl acedi nt obor esoft hehai rbrushbr istles.Wi thr espectt ot heabov e
descr i
beddesi gn, ther ear et womai nr easonswhyahai rbrushconst ruction
i
smor epr ef erablet hanacombconst r uct i
onf oref fi
cient l
ydi spersi ngof
thel i
quidov ert heuser 'sscal pf rom t her oller-ballnozzl es.Fi rst,usual lyjust
af ewcombt eet hcancont actt heuser '
sscal pwi theachpassoft hecomb
throught heper son' shai r.Thus,i twi l
lbev eryl i
kely ,t hati ft her oller-bal
l
nozzlesar emount edatt heendsoft hecombt eeth, theuseroft hist ypeof
combwi l
lnotbeabl et oev enlydi sper seasuf fi
cientamountoft hel iquid
overt hescal pdur ingt ypicalhai rcombi ng.Thehai rbr ushconst r
uctionwi l
l
hav eagr eat ernumberofbr i
stlesi ncont actwi t
ht heuser '
sscal patany
givent ime.Second,t hehai rbrushconst r
uct ionper mi tst hebr i
stlest obe
mount edt oabaset hatcanbef ormedf rom af lexi blemat eri
al.When
pressur eisappl i
edt ot hehai rbr ushbr istleswhi lebr ushing,t hef lexible
basemov esupwar dly,therebypr essur izingt heabsor bentf i
lleruni t( ifthe
absor bentf ill
eruni ti s made f rom suf fi
cient l
yspongyand/ orspr ingy
mat erial
)andhel pst omov ethel iquidf rom t heabsor bentf i
lleruni tdown
tot heabsor bentf eedr odsl ocatedi nt hebor esoft hehai rbrushbr i
st l
es.

Thefol
lowi
ngfeat
uresarecombi
nedi
nonedevicei
nthepresenti
nventi
on
toaccompl
ishconveni
entandevendi
sper
sionofwater
-basedsoluti
ons

5
andothert
hinandnon-
viscousl
i
qui
dsov
ert
heuser
'sscal
pdur
ingr
out
ine
hai
rcombingorbr
ushi
ng:

(a)Thedevicewillhaveatleastt
woandpref
erabl
ysever
alr
owsoft
he
hair
brushbr
ist
lespref
erabl
ymountedt
oafl
exi
blebase;

(b)Thedevicewil
lhaveali
qui
dreser
voi
ratl
eastpar
ti
all
yfi
l
ledwi
thatl
east
oneabsorbentfi
l
leruni
t;

(c)Atleastoneborewillbeformedthr
oughatl
eastsomeofthehai
rbr
ush
bri
stl
es,andatleastoneabsorbentf
eedrodwi
ll
beplacedi
ntoeachbor
e;

(d)Liqui
dout l
ets(
viz.
,nozzl
es)wi
llbemountedatdi
stalendsoft
he
hai
rbrushbrist
lest
oaccomplishev
endisper
sionoft
hel i
qui
dovert
he
user
'sscalp;

(e)Thenozzl eslocatedatthedistalendsoft hehairbrushbri

stl
escanhav e:
ar oll
er-balll
iquiddistr
ibuti
onmechani sm,oraf el
t-t
ippeddesign,wherein
theabsor bentfeedr odwi l
lextendout war dl
yfrom thedi st
alendofeach
hairbrushbr i
stleandcont actsanabsor bentdispersi
ngunitmount edwi t
hin
eachnozzl e,andwher ei
nt heli
quidf r
om t hefelt-
ti
ppednozzledi sperses
overt heuser '
sscal puponcont actoft hedistalendoft heabsor bent
dispersinguni twit
ht hescalpduringbrushing;and

(
f)Theabsor bentfil
l
erunit
(s)andt heabsor bentfeedrodswillbeusedt o
t
ransporttheli
quidfrom t
hel i
qui
dreserv oi
rdownt ot henozzl
eslocatedat
t
hedi st
alendsoft hehai
rbrushbri
stles,andt opreventanatur
aloutfl
owof
t
heliqui
dthrought herol
l
er-bal
lnozzles.

Theaf orement
ionedt hreeembodi ment
soft hehairbrushofthepresent
i
nventi
on ar er elat
ivelyinexpensivet o produce and can prov
ide a
convenientand ef f
icienthairbrush devi
ce thatis capable ofevenly
di
spersinglow v i
scositywater-basedsolut
ionsandot hert
hinandnon-
vi
scousl i
qui
dsov ertheuser'
sscal pduri
ngrouti
nehairbrushi
ng.

6
 MARKETI
NGSTARTEGYANDMARKETI
NGMI
XOFHAI
RBRUSH
MARKETI
NGSTRATEGY
Thishairbrushcreatescustomerval
ueandachieveprofi
tabl
ecustomer
rel
ati
onshi
psbyusi ngsocialmediaforpromoti
on,thereisno second
thoughtont hefactt hatt
hishai
rbrushisinint
roducti
onstageont he
productl
if
ecy cl
e.
Hairbrushhasnodi
fferentoruniquemar
keti
ngstrat
egy,whi
chmeansthat
they use ver
y cat
chy t ag l
ines,low pr
iced endor
sements,beaut
if
ul
packagingandpr
omot i
ons
KeypointsofHai rbr
ush’
smar keti
ngstrat
egyareEffecti
vesegmentati
on,
perf
ectpositioning,vari
ety and diver
sifi
cat
ion i
n product
,Promot i
onal
str
ategi
es and schemes,publ i
cr el
ati
ons,capturi
ng customerloyalt
y,
pri
cingandplacingstrat
egies
Mar
ket
ingCont
rol
s:
Homeandper sonalcaresegmentofI ndi
agr ew by23% asar esultof
enhancedconsumerandcust omervalue.Surfconti
nuestoconsol
i
dat eit
s
positi
onasamar ketleader.Hairbr
ush,del i
veredrobustvol
umegr owth
backedbyst r
ongadv ert
isi
ngcampaigns.Hai rbrushprocessmodif
icati
on
–si mpli
fyi
ngbrushmanuf actur
ingprocessresulti
nginenergysav
ingand
reducti
onofwasteandwat erconsumpt i
on.

MARKETSEGMENTATI
ON
Hairbrush’smar ketsegment
ationisbasedont hegeogr aphiclocations
which are urban,sub-ur
ban and r
uralarea.On the otherhand,t hese
segmentsar edivi
dedintoSEC(soci
oEconomi cCl
uster)i.
e.educationand
i
ncome.SECdi vi
desthepopulat
ioni
ntofiv
esectorsstart
ingfrom At oE, A
ref
erstot hehighlyeducat
edandhighincomeholdersandEr ef
erstot he
l
owestincomehol der
sandisl
eastquali
fi
ed.
Marketsegmentat
ion i
s divi
ding huge compl
ex market
sinto small
er
segment
sthatcanber eachedmoreef f
ici
ent
lyt
hereasonbehi
nddivi
ding

7
t
he marketint
o smal
lsegmentsisthatbuyer
s dif
ferint
hei
rwant
s,
r
esour
ces,l
ocati
on,
buy
ingat
ti
tudes,
andbuy
ingpr
acti
ces.
Geogr
aphi
csegment
ati
on:
Hai
rbrushisgeogr aphicall
yexpandingitsself
-daybydayHai rbr ushbeing
abrandistargeti
ngI ndia.Geographicsegment at
ionf oranybr andisquite
i
mpor t
antbecausewi t
houtexpandi nggeographicall
yt hebr andwi l
lnever
beabletosat i
sfytheneedsofpeopl efull
ysodi vi
dingthemar keti
nginto
smallsegmentsar eawi se,country
,regionetc.iscompul soryorel sethe
br
andwon’ tbethatfamousorpeopl ewillnotbeawar dedoft hatpar ti
cul
ar
br
and.Hairbrushhasi ntell
i
gentl
yexpandedal laroundt hewor ld.

Demogr
aphi
csegment
ati
on:
Demographicsegmentati
onisdivi
dingt hemarketaccor
dingtoage,
gender,
occupati
on, educati
on, r
eli
gion, income et c. basi
call
y demographic
segmentati
onisthenextlevel
.Demogr aphi
cfactorsar
et hemostpopular
basesforsegmentingcust
omer ’
sgroups.
Psy
chogr
aphi
c:
Psy chographi
csegment ati
onisdi v
idi
ngthemar ketaccordi
ngtosocial
class,lif
e styl
e and personal
it
y.Hairbrush as menti
oned abov
e has
targetedalmostal
ltheclassesbecauseofi
tsaf
fordabl
eprice
Behav
ior
al:
Marketsegmentati
onisdoneaccordi
ngt otheoccasi ons,benefi
ts,user
stat
us,l
oyal
tystat
usandatt
it
udetowardsproduct.Hai
rbrushisnotr el
ated
withanyspeci
aloccasi
onorevent
.Hairbrushisaf amouspr oductknown
tomanypeopleandHairbr
ushisprovi
dingbenefi
tstoit
st ar
getmar ket
.

MARKETTARGETI
NG
Weconduct
edar
esear
cht
hatr
eveal
edt
hatur
banpopul
ati
onar
eli
kel
yto

8
buyexpensi
veandi mportedpr oduct
s,andont heotherhandinr ur
alar eas
theybuycheappr oductswithoutevaluat
ingit
squal i
tybuturbanandsub
urbanareasthemi ddleclasspeopl etendtobuyaf f
ordableandqual i
ty
product
s.Hairbrushisnott hatexpensivebecausei ttarget
sthemi ddle
anduppermiddleclass.AccordingtoHairbr
ushtargetsABandCbecause
theyassumedtobewel l-
offfi
nancial
lyandcanaffordbuyingHairbrush.

POSI
TIONI
NG
Hairbrushwi l
lobtai
nv er
ygoodpositi
oni nthemi ndsoft hebuy ers,thi
s
i
magehasbeenpassedont oit
sproductsthroughamazi ngpr ice,qualit
y
andat t
ri
butes,act
uall
yoffer
ingtheproductinadif f
erentway .Int hehair
careindust
ryallpr
oductsareofthesamepr i
cebuti ti
singr eatposi ti
onin
themi ndsofi tsconsumersbecauseofi t
spackagi ng,fragrancesand
productdesign.
THEMARKETI
NGMI
X
PRODUCT
Hai
rbr
ushbuddyhel
psy outocombeasi
ly
.Hel psy
ouinshowerandi
n
combi
ng.I
tsr
awmateri
alisi
mport
edwhi
chincl
udesi
li
conbr
ist
les.
PRI
CE
HairBrushpr ov
ideswi t
hthebestprici
ngwitht
hequali
tyitpr
ovi
des,and
themajorreasonbehi nditi
sthattherear
enocompet i
tor
sinthemar ket
andasl i
ghtchangei nt
hepri
cecomesupwi thahugedemandwhichwoul d
resul
tsinhighprofi
ts.
PLACE
Hairbrushhasahugedi str
ibut
ionchannelal
mostal
laroundtheglobe.The
mainfactoryorwar ehouseisinCoimbat or
e.Thecompanyi t
sel
fdoesn’ t
haveanyt ransportsystem so ithir
esdi f
fer
entdist
ri
buter
st o provi
de
ret
ail
erswithi
tsproducts.
I
tissol
dinalmostallci
ti
esi
nIndi
a,buti
tdi
ffersaccor
dingtot
henatureof
t
heshopit’
sone. g.ther
earesuper
market
st henther
ear eki
ryanast
ores

9
andthent
hereiskhokas.Thehai
rbr
ushi ssoldonthr
eeoft
hesebecause
thet
ypeofconsumerwhichcomesatthesestores.
PROMOTI
ON
Hairbr
ushi sknownf orit
spr omoti
onalactiv
iti
es.Forexampl
e,inI
ndi
a,Lux
i
sendor sedbyKat r
inaKai fandinPakist
anReema,Meer aandAmnaHaq.
Theseri
ousnesst heypayont hepromoti
oncanbej udgedbythi
samazing
fi
gurethatLuxendor seswi t
h400st unningwomeni nthewor l
d.Sowe
wouldli
kepr omoteourbr andwithhel
pofcel ebri
ti
es
Alt
hough promoti
on i
nIndiaisdiffi
cultbecauset o show int
ernat
ional
modelsy ouhavet
odealwit
hprivat
echannels,andthi
si sbecauseonPTV
orothergover
nmentownedchannel
sy oucanonlyshowl ocalmodels.

SWOTANAYLSI
S
STRENGTHS:

 Hai
rbr
ush(
MAPBS)i
sauni
quecompany
.

 Soundandexper
iencedmanagement

 Excel
l
entmar
ket
ing depar
tmentassi
sted by a hi
ghl
yregar
ded
mar
ket
ingr
esear
chuni
t.

 R&Dandf
inanci
alsuppor
tforsmal
lscal
ebusi
nessuni
t

 Managementofpr
oducti
sfami
l
iarwi
tht
hepsy
chogr
aphi
csand
demogr
aphi
coft
heconsumer
s.

 St
rongbr
andi
mageandbr
andawar
enessof“
MAPBS”
.

10
  Mar
ketl
eaderbecauseofuni
queandl
owpr
ice

WEAKNESS:

 Lowmar
ketshar
es.

 Nopr
ofi
tsf
orsomeper
iodbecauseofi
tsl
owpr
ice

OPPORTUNI
TIES:

 Hi
ghr
ateofpopul
ati
ongr
owt
h.

 Ri
singl
i
ter
acy

 Mar
ketoppor
tuni
tyf
or“
MAPBS”t
openet
rat
eint
henew segment
s
andmar
ketbyt
hest
yleandbeaut
yconsci
ousnessoft
hepeopl
e
mai
nlyduet
omedi
a.

 Hai
rcar
eindust
ryi
sgr
owi
ngr
api
dlyi
nIndi
a

 Mor
epr
omot
ionsl
i
kepr
ice-
off
sandsampl
es

 Li
neext
ensi
on

 Lev
elofser
vici
ngi
shi
ghdur
ingsal
espr
omot
ionschemes

THREATS:

 Ri
sing i
nfl
ati
on,whi
ch r
educes per
sonaldi
sposabl
eincome of
consumer
s

 Pr
ofi
tmar
gini
sexposedt
orupeedev
aluat
ion.

 Hi
ghi
nter
nal
compet
it
ionwi
l
lber
aised

11
  Excessiv
e dependence on beaut
y segmentmakes v
ulner
abl
eto
changingcust
omertastes

MARKETI
NGPLANNI
NG
Hairbr
ushisprovi
dingpri
cewhichi
saffordabletoal
mosteveryone.Hair
brushisanuprisi
ngphenomenoninIndiaduet obeautyconsciousness
devel
opmenti
nbot h,mal
esandf
emalesinIndia’
spopul
ati
on.
It
sdi str
ibuti
onprocessishi
ghl
yeff
ici
ent
.It
spr omoti
onalact
ivi
ti
es,and
amazi ngpr i
ceattr
acti
ngahugenumberofcust omers.Theonlyplace
wherer i
v alcompani
esarepr
ogr
essi
ngisingiv
ingcustomersr
edempt i
on
offer
s.

MARKETI
NGCHANNELSOFDI
STRI
BUTI
ON
Producing a pr oduct& make i tav ailableto buy ersr equir
es bui l
di ng
rel
ationshipnotonl ywi t
hcust omer sbutal sowi thsel l
er s&suppl i
ersi nt he
company ’
s suppl y chain.The suppl y chain consi st s oft wo par t
ner s
upstream & downst ream.Upst r
eam pr ovidesi nformat ion,suppl i
es,r aw
mat eri
als,component sandpar tsf ort hedev elopmentofapr oductor
service. Wher eas downst r
eam pat tern concent r
ates on connect ion
betweent hefi
rm &cust omer.Onl inepur chasingi salsoget ti
ngcommon.
Because of new t echnologies & i nternetcompani es ar e developi ng
compl exr elat
ionship withf i
rms.Wher eassuppl ychai n hast wo v iews
Suppl ychai n“ make and sel l”view incl udes t he firm’sr aw mat erials,
product i
veinputs,andf actorycapaci ty.LikeLuxneededt oinquirewhi ch
mat eri
alsar erequiredf orthepr oductionoft hei rproduct s,whati st hei r
capaci t
y&whati stheirrangeofpr oducingpr oduct s.
Demandchain“senseandr espond”viewsuggeststhatpl
anningst
artswith
theneedsofthetar
getcust omer,andthefi
rmr espondstotheseneedsby
organi
zi
ngachai nofr esourcesandact iv
iti
eswi t
ht hegoalofcr eat
ing
customerval
ue.Luxfi
rsttargetthei
rcustomersthenlaunchthei
rproducts
&f i
ndoutwhichproductsar etheneedsoft heconsumers.Unnecessary

12
productsshoul dnotbel aunchedi nt hemar ket.Val uedeli
ver ynet wor ki s
thef i
rm’ssuppl iers,distri
butors,andul ti
mat el
ycust omer swhopar tner
witheachot hert oi mprov etheper f
ormanceoft heent i
resy stem.Luxwi l
l
combi newi tht hesuppl iers,retail
ers& peopl ewhoar ei nv ol
v edi nt he
productionofLuxpr oducts.Whenpr oductsgetreadyt heyar ehandedov er
to sellerst o add v al
ue i nt hem.Fort hi
s pur pose,pr oducer s use
i
ntermedi ar
ies.I ntermediariesof ferproducersgr eatereff
ici
encyi nmaki ng
goodsav ai
lablet ot argetmar kets.Thr ough theircontact s,exper ience,
speciali
zati
on, andscal eofoper ations,int
ermedi ar
iesusuallyof fert hef i
rm
mor ethanitcanachi eveoni tsown.Luxcont actlarger&highl ev elsellers
tointr
oducet heirproductsi nmar ket

PRI
CINGMETHOD
Penet
rat
ionPr
ici
ng:
Penet r
ationpri
cingi sa  market
ing str
ategyusedbybusi nessest oattr
act
customer sto a new pr oductorser vi
ce.Penetrat
ion pri
cing i
ncludes
presentingalowpr iceforanewpr oductorservi
ceduringit
siniti
aloff
eri
ng.
The lowerpr ice helps 
tol ure customers awayf rom compet i
tors.This
mar keti
ngstrategyr el
i
esont hei deaofl ow pri
cesmaki ngacust omer
awar eofanew pr oduct.Thepr iceent i
cesthecustomert o tr
yt henew
product.

Penet rati
on pri
cing,simi
larto 
lossleaderpr i
cing,can bea successful
mar keting strat
egy when appl ied correct
ly.I t can often i
ncr
ease
both mar ketshare 
andsalesvolume.Addi
tionall
y,ahigheramount 
ofsal
es
canl eadt olowerproduct
ioncostsandquick i
nventor
yt ur
nover.
 

Themaj ordi
sadvantage,however
,ist
hatanincreaseinsal
esv ol
umemay
notleadt oaprofi
tifpri
cesmustremainl
ow.Al so,i
fthel
owpriceispar
tof
anintroductorycampaign,curi
osi
tymaypromptcust omerstochoosethe
brandiniti
all
y,butoncet hepr
icebegi
nstor i
seorlevel
swithacompet i
ng
brand,theymayswi tchbacktothecompeti
tor.

13
 CHARACTERI
STI
CSAFFECTI
NGCONSUMERBEHAVI
OR
Cul
tur
alf
act
ors
Cul
tur
alf
act
orst
hati
nfl
uenceoraf
fectt
heconsumerbehav
iorar
e:
Culture:Ref er stot he setofbasi cv al
ues,per ceptions,want s and
behav i
orslearnedbyamemberofsoci et
yf r
om fami l
yandot heri
mpor t
ant
i
nstit
utions.In case ofbr ush,the Indian cult
ure doesn’ tsuppor tthe
scenariobecauseofpov ert
y,peoplehav ehighconcer nedaboutheal thand
beauty,buthai rbrushtargetsthehi gherandmi ddlecl asswhi chisquite
consciousaboutt heirbeauty.Therearetwot ypesofhai rbrushav ai
l
ablein
themar ketonei slocalandt heotherisimpor t
ed,thereispr i
ceandqual it
y
dif
ferencewhi chtargetsthebot htheupperandmi ddleclass.Thecul t
ure
ofIndiaint heupperandmi ddleclassisv eryi
nfl
uencedbyt hesetypesof
beautyproduct s.
Socialf act
ors:Gr oups and soci alnetworks:Groups are people who
i
nteracttoaccompl ishindivi
dualsormutualgoalswhereasthesocialcl
ass
representsthedivi
sionsi nasocietywhosemember ssharesimil
arv al
ues,
i
nterests,andbehav i
ors.Thesealsoincluderefer
encegroups,peopleare
oftenbeinginfl
uencedbyr ef
erencegrouptowhichtheydonotbelong.
Fami
ly
:
Famil
ymember scanst rongl
yi nf
luencebuy erbehavi
or.InPaki
stanthe
mostimpor t
antfactorthataffect
st hebuy i
ngbehav i
or,thi
sisbecause
Paki
stanipeopl
earev er
yf amil
yor i
ented.Theyrespectthei
rfami
l
yv al
ues
andareeagertofol
lowthem.
Per
sonalf
act
ors:
Abuyer’
sdecisi
onalsoisinf
luencedbyper sonalchar
act
eri
sti
cssuchas
t
he buyer’
s age and l
i
fe cy
cle stage,occupati
on,economic si
tuat
ion,
l
i
fest
yle,andper
sonal
it
yandself-
concept.
Psy
chol
ogi
calf
act
ors:
Thebuyingbehavi
orisfur
theraff
ect
edbypsy chol
ogicalf
act
orssuchas
moti
vat
ion,per
cept
ion,l
ear
ning,
andbeli
efsandatt
it
udes.

14
 BUYI
NGBEHAVI
OR
Thebuyingbehav
iorpr
ocessst ar
twi t
hthefir
stst
epofneedr ecogni
ti
on
peopl
erecogni
zewhattheyactual
lywantthi
smayincludeaper
sonsneed,
want,
necessi
tywewil
ltal
kingaboutthebuyi
ngbehavi
orofHai
rbrush
Needr
ecogni
ti
on:
Intheveryfir
ststepconsumerrecogni
zesaproblem i
nourcasethe
consumerrecogni
zesthattheyneed br
ush.So i
nt hever
yfi
rstst
age
probl
em i
srecogni
zed.
I
nfor
mat
ionsear
ch:
Mov i
ngontothenextstepwhichi sofinfor
mat i
onsearch.i
nthisst
ept he
consumerwil
lstore His/herneed int he mind and wil
ltryto collect
i
nformati
onr
elat
edtot hatpart
icul
arneedbei ngrati
onalconsumerwilltry
toknowmoreandmor eaboutt heneedi nourcaset heconsumerwillpay
att
enti
onmoretowardsHai rbrushtheywi l
lwatchmor eandmor ebr ush
ads
Al
ter
nat
iveev
aluat
ion:
Inthi
sstepther
eisnoalter
nat
ivesf
ort
hispr
oductbecauset
her
eIsno
competi
tor
sfort
hispr
oduct
Pur
chasedeci
sion:
Final
ly
,aftergatheringthei
nformationtheconsumerknowswhathewi l
lbe
goingforaftergatheri
ngtheinformati
ont heconsumerwillgettoknowt
hat
Hairbrushi sthel eadi
ngbrushbr andwi thanaf f
ordabl
epr iceandgood
resul
tsetc.theconsumerwi l
l f
inal
lypurchaseHairbrush.
Postpur
chasebehav
ior
:
I
nthisstept heconsumerdecideswhethert
heyaresat
isfi
edwi t
ht hehai
r
br
ushwi l
ltheysti
cktohairbr
ushf orf
urt
heruse.
sopost
-purchaseisbased
onsati
sfacti
onordissat
isf
act
ion.

15
BLUEPRI
NTOFTHEPRODUCT

16
 CONCLUSI
ON

1.Manylargeandsmal lbusinesses,forr
easonsofsi
mpl
i
cit
y,of
fer
pr
oductsusi
ngaone- pr
icesolutioninordert
ohaveasimpl
if
ied
managementagenda.

2.Byadopti
ngaone-
pri
cesol
uti
on,companiesover
lookthehigh-
end
consumer
sandt
hepremi
um pr
icesthatt
heywi
ll
payf orapr
oduct.

3.Aone-pri
cesol
uti
onal
soignor
esthepr
ice-
sensi
ti
veconsumer
swho
coul
dbedr awnintothemarketifanaffor
dableopti
onismade
avai
l
able.

4.I
f a high-end product i
s not percei
ved as bei
ng adequatel
y
dif
fer
ent
iatedwithhigher
-endfeat
uresandadditi
onalf
uncti
onali
ty,
thelow-
endpr oductcoul
dcannibali
zethedemandf orthehigher
-
pri
cedproduct
.

5.Twogoodsareindependenti
fthei
rconsumpt
ionoruseisnotrel
ated.
Forexampl
e,cel
lphonesandlawnmower sar
eindependentgoods.

6.Complementarygoodsar
ety
pical
l
yusedt
oget
herl
i
ket
oot
hbr
ushes
andt
oothpaste.

7.Compani es have to be ver

y caut
ious how they use pri
ce
dif
ferent
iat
ion t
o per
sonal
i
ze pri
cesl
esttheyincurt
he wrat
h of
customers.

8.I
nfor
mati
on asymmet
ry occur
s when the sel
ler has bet
ter
i
nfor
mati
onaboutt
heval
ueofapr oductt
hanthebuyerandvi
ce
v
ersa.

9.Sel
li
ngaproductatahi
gherpri
ceinamarketwher
econsumer
sare
notknowl
edgeabl
eorpr
ivyt
othetr
uemarketpr
icei
scal
l
edarbi
tr
age.

17
 BI
BLI
OGRAPHY

 Assael
,H.(1992)ConsumerBehav
iourandMar
ket
ingAct
ion,4t
h
Edi
ti
on,USA:PWS-Kent

 Baker
,M.(2000)Market
ingManagementandSt
rat
egy
,3r
dedi
ti
on,
Macmill
anBusi
ness.

 Bl
ythe,
J.(
2001)Essent
ial
sofMar
ket
ing,
2ndedi
ti
on,
Prent
iceHal
l

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,Jain Ar
vind:Mar
ket
ing ManagementRaj
,Jai
pur
:
Publi
shi
ngHouse,
2003.

 Bri
nk,Edward L.and Kel l
ey,Wi l
li
am,T.The Management of
Promot
ion: Consumer Behav i
our and Demand Stimul
ati
on,
Engl
ewoodCli
ff
s,Prent
ice-Hal
lInc.
,1963.

 Br
uceMall
en:Pri
ncipl
esofMar ket
ingChannelManagement
,D.C.
Heat
handCompany,
Lexingt
on,
Massachusett
s,1977.

 Cowli
ng,
K.:etal
Adver
ti
singandEconomi
cBehav
iour
,NewYar
k,Mac
Mil
l
an,Publ
i
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18
 Kennet
hB.
Khan,
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oductPl
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i
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19