National Institute of Fashion Technology, Bhopal

End Term Submission

Submitted by:
Mahak Samdani | Mitali Handa | Sachin Gangwar |
Sanskruti Agarwal | Satakshi Bisht
INDEX

1. Company profile
2. Vision Mission Statements
3. About the brand
4. USP
5. Target customers
6. Brand identity prism
7. Brand positioning model
8. Product mix
9. Distribution
10. Market Plan
11. Porters five force analysis
12. Ansoff Matrix
13. Strategies
14. Suggestion & Future Scope
COMPANY PROFILE

• Brand name: Nature’s Serenity

• Tagline: Nourishes from within!

VISION & MISSION STATEMENTS

Mission:
Our mission is to make best hair care products which are
sustainable and affordable.

Vision:
Our vision is to nourish your hairs and take gentle care of them.
ABOUT THE BRAND Nature’s serenity is a fresh line of 100% natural hair care products
that’s all about “being healthy” - to your scalp, to your senses, to
others and to the environment. Nature’s serenity believes people
have the healthiest hair when are close to nature. Nature’s serenity
is formulated with love to protect, repair, nourish - and delight, using
some of the richest sources of natural nutrients, in sync with “good
science”.

Brand Name- The brand name is Nature’s serenity because it is all

about natural elements and to give a soothing and calm feeling to
your mind and body.

Logo- An upright triangle brings the feeling of stability and balance.

Flower signifies a natural refreshing feeling and are used for the
formulation of hair care products.

• We specialize in botanical hair care products that areorganically

extracted from plants and natural ingredients.

• We create hair care products from various ingredients like

bhringraj, lavender, peppermint found in nature these penetrate
in the roots to give a deep nourishment.

• Green colour signifies nature.

 USP
CHEMICAL FREE

ORGANIC

NATURAL
INGREDIENTS
TARGET AUDIENCE

• People who are Nature Lover

• Vegan

• Kindness towards nature

• People who don’t like using chemicals on their hairs

• Upper middleclass
BRAND IDENTITY PRISM
BRAND POSITIONING MODEL

We’re following a value based model with a purpose

of being authentic and organic by nature. Our core
value is to deliver completely plant based products
that will take care of your hair health from the roots.
Why we do what we do is to achieve the purpose of
attaining hair health by the unique combination of
natural ingredients that are affordable and free of
chemicals.
PRODUCT MIX

We have introduced hair care products made of ingredients

extracted from plants.

Product Width

• Hair care products

Product Depth

• Argan and lavender infused

• Black seed and red onion hair oil

• Amla and bringraj

• Lemon and peppermint hair oil

• 3 sizes- 50 ml, 100 ml, 200ml

Product Length
• Hair oil
• Hair cream and masks
• Hair shampoo
• Hair conditioner
DISTRIBUTION MODEL
MARKET PLAN

1. Understand the customer

2. Set strategicobjectives

3. Product-problem fit

4. Segment the Market

1. UNDERSTAND THE CUSTOMER
New products are born every day. New products also fail every
day. A market plan can help avoid the problems if it includes
certain elements of research and action.
• New market research
Understanding of the market and what the target audience
wants is very necessary. Thus we have created a hair care
based brand understanding the needs and requirements of the
target audience.
• Market trend research
Such as whether the company is entering into a stable or
growing market and how saturated the market is. As the
consumers are becoming conscious about their choices thus a
brand has been formed for the informed customer after
analyzing what variants a customer wants.
Market Plan
• Coordinated product development
Get intimate with the product by bringing product managers
into the research and market testing phases.
• Target customer personas
Putting together a specific profile of our early adopters,
uncovering the reasons they would buy the product and, more
importantly, why they would choose it over a competitor’s
offering. After understanding the customer behavior through
various research papers it was found that in today’s time, an
urban women or men does not have time and energy to take
care of their hair. They don’t have the patience to make
grandmother’s home made oil and other items at home. Thus
a gap was found here. Market Plan
2. SET STRATEGIC OBJECTIVES
Some goals of market plan should include:
• Product brand awareness
High awareness or being easily recognized, helps drive
potential prospects and sales. For this, the plan needs to
determine what channels will drive engagement for eg
engaging the target audience through social media (Instagram,
Facebook) through engaging content.
• Marketing to leads
Leads, are qualified people who will be interested in the
product. This plan will outline ways to market to potential
customers to ensure there is a customer base the product is
launched.
• Sales targets
This is the portion of the qualified potential prospects who will
actually convert to a paying customer.
Market Plan
• Product adoption
Otherwise known as user scale. High adoption rates will mean
higher expected sales and economic returns.
• Customer satisfaction
Otherwise known as defect levels. The goal would be to
decrease the number of defects and dissatisfaction at launch
and moving post launch. Therefore post sales customer
feedback forms can also be sent to analyse the level of
satisfaction of the customer.

Market Plan
3. PRODUCT PROBLEM FIT
A critical piece of any market plan is defining the customers’
problems and validating the offering that addresses them.
• Define the pain

Customers do not think in terms of solutions, they only

know what their pains are. Ask people the right questions
to draw out the problems they are experiencing. Interview
enough customers and target users to establish problem-
solving patterns, and when interviewing people, sometimes
problems are unspoken and one has to dig deep to draw
out the real causes and drivers of customers’ pains.
• The urgency of the pain

Evaluate if this problem will be a short term problem or a

long term problem. Analyse the immediate solutions for it.
Here an immediate solution was found out that a one stop
brand for hair care has been developed for the ease of
customer.
• Willingness to pay

It is always advisable to understand the target audience

completely, understand their income level and their
Market Plan

expectation out of the product and willingness to shed the

quoted price for the product. The price that has been
quoted is very affordable.
4. SEGMENT THE MARKET
It’s highly unlikely that one message would resonate with all
customers, their characteristics, needs, and values.
Segmentation is the process of dividing the audience to
reflect specific characteristics that may influence purchasing
decisions. Segmentation helps develop the strategies that
will target customers based on their needs, values and
behavioral characteristics. Factors to segment customers by
include:
• Demographic factors
Young men and women, from upper middle class.
• Location factors
From Urban & suburban area.
• Behavioral characteristics
The chosen target audience is extremely cautious towards
their wellbeing and at the same time they care about the
nature as well. As these urban and suburban people can’t
find time for fixing their hair problem thus would likely to
buy this to save time and effort.
Market Plan

• Psychographic considerations
Nature lover, Conscious of their hair.
PORTERS FIVE FORCEANALYSIS
Porter's Five Forces is a simple but powerful tool for
understanding the competitiveness of your business
environment and for identifying your strategy's
potential profitability. This is useful because when
you understand the forces in your environment or
industry that can affect your profitability, you'll be
able to adjust your strategy accordingly. For
example, you could take fair advantage of a strong
position or improve a weak one and avoid taking
wrong steps in future.

Threat of
New
Entrants

Bargaining Bargaining
Power of Industry Power of
Suppliers Rivalry Consumers

Threat of
Substitutes
 The hair care industry has grown over the past few decades
and it is currently a multi-billion rupees industry. Many
consumers of hair care products have realized the
importance of self-image and presentation and this has
boosted the purchase of these products across the world.
There is great innovation in this industry which has also led
to the gradual growth in the beauty industry.

However, there are certain factors which affect the entry to

the organic hair care industry by firms. These factors can be
briefly analyzed using the Porter Five forces analysis. They
include the threat of substitutes, threat of new entry,
bargaining power of customers and suppliers as well as
intensity of rivalry in the industry.
Porters five force analysis
1. THREAT OF NEW ENTRANTS
The product has a low threat of new entrants due to
the huge costs of entry. Developing unique beauty and
vegan hair oil requires a lot of resources both in terms
of research and development and the actual
manufacturing process. Few middle and small scale
firms have access to the funds and expertise required
to perform this effectively. Another factor which
discourages entry into this industry is the huge
competition present in the industry.

2. BARGAINING POWERS OF CUSTOMERS

The brand has a high bargaining power of

customers due to the increase in competition and
availability of hair oil from a variety of
manufacturers.

3. BARGAINING POWER OF SUPPLIERS

The brand will have a low bargaining power of
suppliers due to the high number of market players
and large supply of diverse products to the market.
There are many beauty products which are developed
by both large- and small-scale manufacturers. Due to
the huge supply, consumers have the power to
influence the market prices as opposed to the
suppliers.
4. THREAT OF SUBSTITUTES
The presence of many competitors makes the threat of
substitute high. If manufacturers sell their products at
higher prices, or if the products are of low quality,
then consumers are able to purchase substitutes from
the many competitors who are present in the market
environment.

5. RIVALRY WITHIN INDUSTRY

With high threat of new entrants and no entry

barriers, the competition in the is so intense and
getting more intense day by day. Nature’s serenity
have to come up with new unique beauty
products every often and spend more in research &
development and marketing to be in the
competition.
PORTER'S GENERIC COMPETITIVE STRATEGIES
(WAYS OF COMPETING)

A firm's relative position within its industry

determines whether a firm's profitability is above or
below the industry average. The fundamental basis of
above average profitability in the long run is
sustainable competitive advantage. There are two
basic types of competitive advantage a firm can
possess: low cost or differentiation.

COMPETITIVE ADVANTAGE

Lower Cost Differentiation

Board Target
COMPETITIVE SCOPE

1. Cost Leadership 2. Differentiation

Narrow Target

3a. Cost Focus 3b. Differentiation

Focus
The two basic types of competitive advantage combined
with the scope of activities for which a firm seeks to achieve
them, lead to three generic strategies for achieving above
average performance in an industry: cost leadership,
differentiation, and focus. The focus strategy has two
variants, cost focus and differentiation focus.

Nature’s serenity will be using differentiation which will help

in -
• Attract customers by fulfilling their expectations.
• Withstand competitive pressures.
• Strengthen market position.

DIFFERENTIATION
In a differentiation strategy a firm seeks to be unique in its
industry along some dimensions that are widely valued by
buyers. It selects one or more attributes that many buyers in
an industry perceive as important, and uniquely positions
itself to meet those needs. It is rewarded for its uniqueness
with a premium price.

organic and vegan oil is different from the conventional hair

oil product, i.e., in terms of packaging is neater and more
hygienic, embedding a label on each package, product
information and product usability for consumers.
In line with research Via and Nucifora (2006), state the
degree of product information and customer service are the
variables which best predict the choice to sell organic
products, in order to, almost half of the price mark‐up
between traditional and organic products is explained by
store characteristics and the amount of extra service and
information provided with organic products. Delivery is a
distribution channel strategy of organic and vegan products.
For implementing this strategy, the producers need to
attempt hard enough, the domination of foreign retail
market and import product still being the problem that had
not been resolved at this time. Farmers it is still difficult to
relate directly to modern retail channel because of the
limitations. If producers utilize the conventional market is
still less competitive with non-organic products in terms of
price, the differentiation strategy focus on market delivery is
the appropriate strategy to improve the competitiveness of
organic products business. This strategy focuses on different
distribution channels. Marketing differentiation is expected
to increase sales of these products.
Understanding the Ansoff Matrix

The matrix was developed by applied mathematician and business

manager, H. Igor Ansoff, and was published in the Harvard Business
Review in 1957. The Ansoff Matrix has helped many marketers and
executives better understand the risks inherent in growing their
business.
 Market Penetration Product
Development

This focuses on Focuses on introducing

increasing sales of new products to an
existing products to an existing market.
existing market.

Market Development Diversification

This strategy focuses on Focuses on entering a

entering a new market new market with the
using existing products. introduction of new
products.

The strategy that nature’s serenity will use is product

development.

Apart from hair oil new products will also be launched

like natural shampoo bars , cold pressed hair oils and
conditioners.
STRATEGIES
• Promise of sustainability

• Wide Approach

• Advertising

• Social media

• Endorsement

• Offers and deals

• Newsletters and mails

• DIY YouTube videos

• Healthy competition
Promise of Sustainability
Along with the product ingredients being sustainable the
process of making the product to packaging and delivering,
everything should be conscious. This is vital not only to live up
to the idea of nature’s serenity but it is an effective marketing
mechanism.

Strategies
Wide Approach

Nature’s serenity will be featuring on websites that promote

and curate organic, sustainable and 100% made in India
products like – LBB, Qtrove, We buy natural etc. This particular
strategy will help focus and target the right kind of customer so
as to enhance visibility.

Strategies
Advertising

Nature’s serenity will be using the traditional tools like

newspapers, pamphlets, TV advertisements etc. In
addition using modern tools like interactive seminars,
panel discussions, paid promotion etc. The main focus of
these advertisements would be to promote the USP like
chemical free, organic and natural ingredients.

Strategies
Social Media

Nature’s serenity will be maintaining an interactive

Instagram, Facebook, Snap chat and LinkedIn account.
Having a strong social media presence is necessary in
today’s time. There could be takeovers, events, IG/FB
Live, reels and interactive story wherein people could
respond. This will facilitate engagement and help
understand the audience and plan better. In addition
social media tools like google analytic and Facebook can
help track and measure performance.

Strategies
 Strategies
Endorsement

Nature’s serenity will gift/send celebrities and bloggers

the hair care range wherein they can share the product
details and reviews after actually utilising the product for
a few weeks to share the progress. Similarly the real life
stories of actual customers will be recorded and utilised
as a form of advertising on multiple platforms.
 Strategies
Offers and Deals

Nature’s serenity will be maintaining an interactive Nature’s serenity

will be offering first time and periodic offers to all. They will be
targeting on festivals and occasions specifically. Offers and discounts
will be provided on combo packs, baskets and gifting’s. The brand can
also offer deal of the day to boost sales and achieve targets.
Newsletters and Mail

Nature’s serenity will be staying in constant contact with the

customer base and people who visited their site through
newsletters and mails. This is essential to remind the viewers
to order and offer them deals for the week.
Strategies
DIYYouTubeVideos

Since the products are organic and natural, Nature’s serenity will be
maintaining a YouTube page with DIY videos, not necessarily hair
related. The brand will be focusing on everyday easy things to connect
with theviewers.
Strategies
Healthy Competition

Analysing and understanding the competitor’s tactics and

preparing a healthy involvement and comeback is trending in
today’s time. This shows the maturity and activeness of the
brand. It also highlight the positive approach and sports man
spirit. Participating in such situations will help Nature’s
serenity to stay in the game.

Strategies
SUGGESTIONS THROUGH DESIGN
THINKING

Product Differentiation

Step ahead

Accessibility

Workforce
Product Differentiation

Product differentiation will be the introduction of some

additional features, usage or benefits of the product, which is
not yet provided by the competitor. It helps the brand to
become one of its kind and gain attention from the target
audience. This could be adding a product working both as a
hair mask and hair spa.
Step Ahead

In addition to product differentiation, Nature’s serenity can

offer personalized and customized products according to the
need and hair type of the customer. This could be a service in
addition to the product that would help provide a tailored
experience with made to order products.
Accessibility

In the beginning Nature’s serenity, a startup may not have the

capital to respond and serve everywhere, which would limit
the service. In future, the brand can target to be cover all
customer touch points and respond on each and every
platform as soon as possible.
Workforce

With more visibility and stability, Nature’s serenity can target

hiring individuals with zest and experience in the same field.
They can source workforce from competitor brands as well.
This way a team of dedicated and experience individual can
lead the brand to growth as well as inspire the new workforce
added.
 https://quickbooks.intuit.com/r/selling/how-to-
create-a-go-to-market-strategy-for-a-new-product/
https://www.mindtools.com/pages/article/
newTMC_08.htm
https://searchcio.techtarget.com/definition/
strategic-management
https://uxdesign.cc/the-psychology-behind-
shapes-and-colors-17dd93ce08a2
https://www.healthline.com/health/beauty-skin-
care/hair-care-routine
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https://www.businessinsider.in/science/health/
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