Go-to-Market Strategy

1. Market Insights 1.2 Market trends

1.1 Customer Insights (Primary Research)
We took a sample size of 500 people
comprising of women in the age range of 18-
35 for our primary research.
As per our research, we discovered that 58%
of our target consumers were NOT inclined
towards the hair straightening oil. They have
the following concerns regarding hair
straightening:
 There is a growing concern about the quality
of hair such as hair strength and texture when
straightening is done more frequently. This
brings in the need for a much safer
straightening alternative.
 Chemical straightening products damage the
protein bond which makes hair breakable and
fragile.
 Hair follicles get affected due to chemicals
and excessive heat, and there is a concern
about the side effects of hair straightening.
 The personal care market size in 2022 is valued
at $12.08 billion, is expected to reach $14.65
billion by 2026[1].
 It expected to witness a growth of 5.6% in the
forecast period of 2022 to 2026ou
 The hair care & styling market is valued at US
$2.8 billion in 2022 and is expected to grow at a
fast pace
 2020 saw fewer launches in the hair care
category because of Covid-19
1.2.1 Customer Interests by Sub-Region
The interest by sub-region shows the demand of
our and competing products across India.

1.1.1 Competitor Insights

Some of the competing products for Hair

Hair Straightening Oil
Straightening Oil are:
 Hair Straightening Cream
 Hair Straighteners
 Hair Straightening Shampoo

Hair Straightening Cream

1.1.2 Top Competitors & their Products

 L’Oreal - Hair Straightening Cream
 Streax - Hair Straightening Cream
 Oxyglow - Hair Straightening Cream
 NutriGlow - Hair Straightening Spa
 Havells - Hair Straighteners
 Philips - Hair Straighteners Hair Straighteners
 Syska - Hair Straighteners
Go-to-Market Strategy

 Consumers are price sensitive for FMCG

products.
 Consumers are apprehensive about chemical
reactions and side effects.
 Competitors are well established global brands.

1.3.5 Opportunities
Hair Straightening Spa
1.3 Key opportunities & issues – S.W.O.T.
Analysis
The following analysis captures the strengths
and weaknesses and describes the opportunities
and threats
 Results are true as organization have proven it
with scientific results hence visibility in growth
(straightening)
 No damage or side effects as no chemicals are
used in product (herbal), hair straighteners
damages hairs and chemicals deteriorate hair
quality.
 Organization is already a leading brand hence it
won’t be difficult for them to launch product.
 Herbal product and demand of ayurveda is on
rise and is well recognized in today's market
 Already has trust and loyalty of customers as
brand is leading the market
 There is minimal competition in the market
hence this is the right time for a perfect launch,
once loyalty of customers is earned this product
will be leading.

1.3.1 Strengths 1.3.6 Issues

 Cleared all statutory tests and certified as a herbal
product.
 Already has trust and loyalty of customers as a
leading brand.
 Thorough research and development.
1.3.2 Weaknesses
 Results take too long to become visible.
(2 weeks)
 Product may not show results without constant
and regular application.
 Limited only to national market.
1.3.3 Opportunities
 Demand for ayurvedic and herbal products is on
the rise.
 5-6 % projected Market Growth in coming years
for Hair Straightening products.
 There is a huge demand in the European market
for hair grooming products.
 Low need of product in market hence a good
level of influencing and marketing is needed.
 Acquiring new customers can be costly as
awareness of product is less.
 Customers are used to getting instant results with
straighteners and it will be difficult for them to
have patience and use the product on daily basis.
 Gaining trust from customers soon after launch is
necessary or else product will get ignored from
market.
2. Customer Value Proposition
Our product is an easy-to-use hair straightening
oil. Its paraben, SLS and harsh chemical free that
lead to any damage or stress to hair.
Recommended application (3 weeks) provides
effective and long-lasting hair straightening
while supplying nutrition to the scalp. One can
now keep straight hair and not worry about any
kind of damages that mainstream products cause.

1.3.4 Threats 2.1 Core Competencies

 Ayurvedic herbal product
 Paraben, SLS and Harsh chemical free
Go-to-Market Strategy
 Safe and ease of use
 3-week visible results
 No heat treatment required
 Reduce messy, curly, wavy hair and
transform them to straight and healthy hair
2.2 Target Markets
Specific group of people with shared
characteristics that a business markets its product
to:
 Women with curly, wavy or messy hair and need
straighten ones
 Women who generally want straight hair
 Working women who want to use hair
straighteners but have less time
 Women aware of harmful effects of chemicals and
heat on hair
 Women who prefer Ayurveda and herbal products
2.3 Brand Positioning
Brand is positioned as an aspirational brand for Sec
B & C and offers a premium, high quality product
which targets working women, aware of the harm
caused to the hair by chemicals and heat
treatments. They want best care for their curly,
messy hair. It offers a feel-good factor to users as
they are nourishing and straightening their hair at
the same time.
This herbal oil which is different from other
chemical-based creams/oils offers a healthy
and effective choice to hair straightening.
Hence brand makes a separate position from
its competitors.
3. Marketing Objectives
The key elements directing our marketing plan are:
 Increase Brand Awareness
 Increase Market Share
 Introduce the Company to New Local Markets
 Improve ROI
 Attract New Customer
 Retain current customer
3.1 Sales & profit projections
These number represent how much money
will the product bring in and how much profit
the sales will generate.
TAM (Personal Care): $12.08 Billion Dollars
SAM (Hair Care): $2.8 Billion Dollars
SOM:
(Captured share in Year 1 - 5%): $141 Million
Dollars
(Captured share in Year 1 - 10%): $282 Million
Dollars
(Captured share in Year 1 - 15%): $423 Million
Dollars
Price per unit (Competitive Pricing/100ml): 300
Unit Sold in Year 1:
(Captured Share-5%): 470,000
(Captured Share-10%): 940,000
(Captured Share-15%): 1,410,000
3.2 Target market behavior
Hair care has become an integral part of the
consumer’s daily regime. The desire of being
presentable is what drives the rising trend of hair
care products in India. The behavior in this
industry is:
 Women with curly hair tend to buy and do more
repeat purchase than their straight-haired friends
 Women with curly and frizzy hair are on a
continuous lookout for new brands while people
with relatively straight or less curly hair tend to
stick to one brand
 Curly haired consumer tends to spend more than
people with wavy and relatively straight-haired
person
 The frizzier and wavier the hair are, the more the
ingredient become important to the consumer
 With straightening hair, moisture is one of the
top considerations for those with curly hair.
3.3 Customer awareness and attitude formation
campaigns
Customer awareness is the extent to which a
brand is known to them and has a top of the mind
recall. This means:
 Consumer should know what the brand stands for
 A social media ad is not perceived as ad but as
good content
 Customer should choose the brand’s option even
if there are cheaper options available
3.3.1 Campaigns Required:
 Building social media presence and keeping up
with the trend. E.g., creating #tags on Instagram.
Go-to-Market Strategy

 Be event sponsors or participate to improve on Promoting product by showcasing

brand awareness.
 Deploy ads in the form of good content to create
brand recall.
 Run ads on Google Display Network
 Run referral programs
 Collaborate with YouTube Influencer
4. Marketing Strategy & Tactics
4.1 Big Picture Direction
 We would have to position ourselves as a niche
product that has been effectively resolving hair-
related issues.
5. Marketing Strategy & Tactics
 Position ourselves as a high-end premium
product.
 Increase brand awareness through strategic
advertising and promotions.
4.2 Plan of Action
 Formulate a marketing campaign around the
theme of personal growth and beauty.
 Communicate the ingredients and the safety of
the product to reduce health concerns.
 Showcase testimonials from previous customers
and how the hair oil has helped them in their
personal lives and self-confidence.
 Make the product easily accessible across all
channels of distribution.
 Use targeted advertising and promotional
techniques to reach the right audience.
 Partner with various E-Commerce stores to
increase reach and visibility, and to also make it
convenient for our customers to purchase our
product.
4.2 Plan of Action
 Focusing on content marketing:
As we want customers to get associated with
our product and hence content creation will
play a crucial role in creating healthy relations
with customers.
 Presence on social media:
Using paid ads , Increasing brand awareness
and posting regularly for building a following
for the brand, reaching customers for their
feedback and experiences.
 Showcasing testimonials:
testimonials as customers can connect with
other people and it will help in motivating
them to choose our product.
 Making our brand known on forums:
Forums like Quora and other platforms
customer refer to find solution for
straightening can be very useful for our
product recognition.
 Giveaways
At initial stage give aways will promote our
product and consumers can have a free trial as
results are effective consumers will opt our
product in market.n:
5.1 Budget & ROI:
Budget
Formula creation f. The cost for this will be ~1.6
Lakhs/formulation.
Testing the product in for stability.It tells how safe
the product The cost will ~40k-1.5 lakhs
Manufacturing the product in collab with a
Medium sized firm ~1.5 Lakhs(500 Bottles)
Marketing Budget: 10 Lakhs
ROI
(Captured Share-5%): 470,000*300 = 14 Cr
ROI: 100 Times
(Captured Share-10%): 940,000*300= 28.2 Cr
ROI: 200 Times
(Captured Share-15%): 1,410,000*300= 42.3 Cr
ROI: 300 Times
5.2 Schedule of activities:
 Social Media promotion
 Digital marketing
 Giveaways at metropolitan malls
5.3 Performance evaluation parameters and
corrective action points:
Go-to-Market Strategy
 We would be using omnichannel marketing
and would be measuring the ROAS (return on
ad spend) which would be our Key
Performance Indicator by measuring metrics
of individual platforms.
 We will measure things such as how many
people engaged with the ad post on social
media, how many people clicked on the link
in the description box of the YouTube video
of our influencer and insights from Google
Analytics.
 Using Meta Ads, we’ll use CTR (click-
through rate), impressions, and engagement
rate to check how our social media
advertisements are faring.
 For influencer marketing, we will also focus
on reach apart from the metrics mentioned
above.
References
[1] Bernazzani, S. (n.d.). 22 Examples of
Customer Retention Strategies That Work.
HubSpot Blog. Retrieved September 12, 2022,
from https://blog.hubspot.com/service/customer-
retention-strategies
[2]. Gillis, A. S. (n.d.). What is Customer
Retention? Importance and Metrics.
TechTarget. Retrieved September 12, 2022,
from
https://www.techtarget.com/searchcustomer
experience/definition/customer-retention
[3]. 4 Ways to Use Social Media for Customer
Acquisition. (2018, October 23). Salesforce.
Retrieved September 12, 2022, from
https://www.salesforce.com/blog/4-ways-to-use-
social-media-for-customer-acquisition-blog/
[4]. Regalla, L. (2022, September 7). Customer
Retention: Importance + Proven Retention
Strategies | Blog. Hiver. Retrieved September 12,
2022, from https://hiverhq.com/blog/customer-
retention