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FINAL SCRIPT Hair care industry The hair care industry includes colour dyes, oils shampoos, conditioners Market Information The hair color market in India is worth 400 to450 crore and is growing at an increasing rate of about 24 to 25% yearly The annual production is estimated to be about 400 tones

Market Share The approximate market share of the top players are as follows. Godrej is the market leader of the hair colour industry with approximately 45% (which consists of their hair dye, powdered colour and their hair colour Godrej Coloursoft) Loreal has a market share of 25% ( it does not compare with godrej as they want to increase their profit margins over the next few years) Revlon has a market share of about 12% Wella has 8% and others..(maybeline, bigen, blackrse, schawoarzkop)

Our Surevy We only surveyed people who coloured there hair..Our sample size was 74 people The majority of people we interviewed are from the niche market Why did you colour your hair? We did a survey of only women. From the survey we conducted we found that all the younger women coloured their hair for fashion or change and most of the older women coloured their hair to cover their grey hair.

That manufacturer to distributor to stockist or wholesaler to retailer. 19% complained of dry hair. 8% complained that the color faded 4% said brittle hair. These are their USPs(read them out) the distribution channel for all the competitors is the same. Suppliers bargaining power low There are many suppliers thus their bargaining power is low Substitutes There are substitutes in the hair colour industry which are mehndi and henna. But we have kept it as low as we are catering only to the niche market who would not use these substitutes Competition Moderate since there are many players in the market such as bla bla bla Our product Bellezza by Mac We are launching a product in India under the parent company Mac . Competitor analysis these arethe prices of the diff productas and loreal has the highest price while godrej has the lowest. 9% complained of hair loss. Do you face any problems? 60% were satisfied. (product differentiation read from slide) Porters 5 force model Entrants-high because the capital investment required is low and other companies which are already present in the hair care market will enter the hair color market.Are you brand loyal? There is high brand loyalty in this industry. Are you willing to try a new product? The younger people are more willing to try new products while some of the older women are more hesitant but will still try a new product if they are confident it is of a better quality Do you colour your hair at home or parlour? A larger peruentage of people colour their hair in the parlour Are you satisfied with your current product? A larger %age of the older ppl said they are satisfied.

Positioning Only for the upper class since it is priced high.30 This reduces the dryness by 80% and increases shine. Product Description These are the shades Read them out The first 5 shades will be produced in a larger quantity at approximately 3:1 ratio as compared top the other shades that are read the next slide Product differentiation Our product contains aloe vera and nourishing oil extracts which helps in giving the hair an added shine and soft and keeps it moisturized. since our colour is permanent we are targeting heavy or regular users Our product packaging includes a developer colourant and the para-phenylenediamine is what gives colour to our product. Our parent company is extremely well reputed. The rest of the ingredients are primarily fillers and help in keeping the hair nourished.Women colour their hair on occasions We are also targeting women based on their usage.Our parent company is very well reputed internationally and ensures a high quality product Brand pyramid Self explanatory . The rest of the product packaging includes the conditioner. USP Contains vita h which is a chemical that contains shikakai amla aritha and oleth.Segementation We are targeting the age of 18-45 and we are targeting women of group sec A We have targeted metros since our product is made for the upper class Our Psychographic segmentation is based on lifestyle where we are targeting women who lead a sophisticated and stylish lifestyle Behavioural. gloves and brush.This helps belezza to establish an image of high quality in the minds of the consumers Good for hair because it contains vita h Position statement Read from slide Brand Personality Branding strategy Endorsement strategy.

g price advertising promotion etc. PRICING STRATEGY Market skimming we have kept a higher price than our competitors to show that our product is of high quality and we hope for a large profit targeting a smaller market Frontal attack Is basically attacking the strengths of the competitors for e. Distribution channel Read from slide Our factory is located at upper noida as it is free from taxes. This will help get people aware of our product .PLACE Coverage area: we are basically covering big metros and cities as we most of the niche market stays in these places.times of India and Indian express as it is widely distributed We are also displaying our product in magazines like the cosmopolitan elle femina ad hoardings in popular destination among the cities we launch Public Relations We are going to conduct hair colour work shops at big malls and salons where we will offer to colour or streak their hair free with the shades they choose.we plan to air it on channels such as star sony and mtv for the young college crowd Print ads We are publishing our product in the following news papers. Promotions Sushmita sen is our brand ambassador Television ads.

Sales personnel Sales persions are well trained and well aware of all the benefits of our [product so that they can properly explain to hair stylists and salons the most effective way of using the hair colour Swot analysis .