A dual-purpose oil and sweat absorbent tissue
Laya is a dual purpose sturdy tissue that is both oil and sweat absorbent which gives you a fresh, natural look on the go.
It contains super absorbent polymers in between the layers of normal tissue and oil blotting tissue which absorbs oil & sweat, giving you a fresh, natural look anytime, anywhere.
ABOUT THE COMPANY
Gratia – A tissue manufacturing company 2004 – Started operations with dry face tissues. 2008 – Established itself as a quality tissue manufacturer, 2010 – Launched wet face tissues 2011 – Achieved a market share of 30% 2012 - Started research on oil and sweat absorbing tissues that contain super absorbent polymers. 2013 – Market research for Laya.
a panacea that absorbs both oil and sweat to help them stay fresh and get an oil free look on the go
To target young women with oily skin who have a busy lifestyle and become their first choice in face tissues by providing super absorbent sturdy tissues.
EXISTING MARKET SITUATION
The tissue market is one of the strongest growth segments in sanitary paper products. hotels. Indian consumption of facial tissues accounts up to 5 to 7% of the whole world. colleges. The high consumption of facial tissues by Indians could be attributed to the following reasons: The tissue sector is more focused on uses away from home(corporates.1% annually worldwide in ten years and its is expected that it will continue to grow on a steady basis.) Strong promotion of brands Wider variety of tissue goods available General positive attitude towards consuming and shopping
. etc. The tissue market has expanded 2.
the tissue market will grow at a much faster rate. It is expected that as the penetration of organized retail increases in years to come.
. The total market for tissue and hygiene products grew by 18% in terms of both volume and value sales in 2011.MARKET GROWTH RATE
According to the survey conducted by Euro monitor International in 2012.
coupled with the influence of western culture in urban areas. including the increasing role of women in Indian society. The radical change in lifestyles and consumption habits of modern Indian consumers.
. The increasing awareness of health and hygiene are driving sales in India. and increasing affordability due to a rise in disposable income.GROWTH MOMENTUM TO CONTINUE OVER THE
FORECAST PERIOD The market for tissue and hygiene products will continue to grow over the years. greater accessibility of these products to semi-urban and rural areas. are also supporting growth. backed by various demographics factors.
Tree oil good for skin Weaknesses . cannot absorb sweat
.Brand value. Sturdy Weakness . cannot absorb sweat.Not economic. negligible fragrance. small in size Clean and clear’s oil absorbing sheets – Strengths – Cheap. Tears easily.COMPETITORS
The body shop’s tea tree blotting tissues – Strengths .Not easily available.
SWOT ANALYSIS OF LAYA
Strengths – Dual purpose – Oil and sweat absorbent Well established as a quality tissue company Innovative technology Excellent strength and durability Weaknesses – Priced higher than competitors Targeting premium users Huge investment done in R&D
SWOT ANALYSIS OF LAYA
Fast growing market in India Meeting the deficiencies felt by the consumers in the competing brands (does not absorb sweat. takes 2 – 3 sheets to absorb oil from the face)
Change in lifestyle–
Threats– Competitors have high brand value Competitors might replicate the innovation in Laya Initial hesitation in trying out the tissues
Women are more conscious about their looks Busier lifestyle
To get an ROI of 5% in 3 years To attain a market share of 40% in oil blotting tissues within the next 5 years
access and willingness to buy oil and sweat absorbent tissues
Women of age 16 – 45 who have oily/ combination skin and the willingness to buy oil and sweat absorbent tissues
Women of age 16 – 45 who have oily/ combination skin and the income.
SEGMENTATION CUSTOMER DEMOGRAPHICS
Age : 16 to 45 – Have oily/combination skin Gender : Female – beauty conscious Income : >30000 – Premium segment. have high disposable incomes Occupation : Students / Working professionals – Need to look fresh Social class : Middle and high Knowledge level : Understand the importance of skin care and looking good everyday
high level of individualism Want to maintain a good status in the society Have prior knowledge about face tissues At the aesthetic need level of Maslow’s hierarchy
Metro cities & cities with sultry weather
(Chennai. who want to achieve a high self image Want to be self-confident. Ahmedabad and Pune)
Lifestyle – Beauty conscious. Hyderabad. Kolkata. Mumbai. Delhi.
Usage Occasion – Summer season and during travel Loyalty status – Regular users of the previous tissues of same company Benefits sought – Sturdy multipurpose tissues
want to look fresh. have the willingness and the capacity to pay
WHY THIS TARGET MARKET?
High level of interest & acceptance of the product More conscious about looks Willingness to spend on tissues Sales potential is high
Women of age 16 – 28 who have oily/combination skin.
threat of substitute products Growth Rate – High
Distribution channels already established Secondary data is available Primary data collection can be through surveys
.WHY THIS TARGET MARKET
Women make the tissue purchase decisions for households Competitive environment is existent Cost to reach segment – Low
Risk – Medium.
. Laya is a dual purpose sturdy tissue that absorbs oil and sweat and allows you to stay fresh while on the go more easily and reliably than the competing tissue brands.POSITIONING STATEMENT
To young women who are conscious about their looks and have a busy lifestyle.
Central feature – Oil and sweat absorbent
Oil Absorbent Clean and Clear Laya The body shop Green lime Sweat Absorbent
Soft silky surface finish.PRODUCT FEATURES
Design : Dimension (7*9cm)for ease of use. Durability : High Quality : High. Suitable for all skin types Environmental impact : Bio-degradable Ease of use : Easy – one time use
Tagline – Look your best to be at your best !
30 sheets – Pocket pack 90 sheets – Boutique box (to be introduced later)
2 packs :
Package colors according to fragrances (Rose. Jasmine and Sandal) Thick paper packing (biodegradable & reusable) Contains the ingredients & use directions Supporting element – Package contains AR image which can be scanned to play a video of additional beauty tips given by experts.
Look your best to be at your best ! Oil and Sweat absorbing sheets Gratia 30 pcs
Packaging tissues in bold designs using striking colors would help differentiate these tissues from "traditional" facial tissues sold in pastel colors and pretty boxes.
30 sheets pocket pack for Rs. 120 90 sheets boutique box for Rs. 350
Price is a little higher than the competitor due to the extra benefits (oil and sweat absorber and sturdy) and also in relation to the price quality association
000 FIXED COST : Rs.45.895 people. 30.00.87.00.99.75.000+80X=120X X=6.675 consumers which is 27% of our TARGET MARKET:24. 1.675 packets 6.87.5*30 + 5) PRICE PER PACK :Rs.1.00.000 PROMOTION COST: Rs.87.07. 120 R&D:Rs.000 BREAK EVEN ANALYSIS: Total cost=Revenue 2.FINANCIALS
VARIABLE COST PER PACK : Rs.
.000 PATENT : 7.675 PACKS. 80 (2.
Wholesaler Channel Long wholesaler relationship since 2004 Wholesalers distribute to retailers across the country Take title to goods Handle logistics function Extensive distribution to every retail store Increase ease of access to user
Traditional outlets would provide easy access as there are limited no of specialty stores. mass merchandisers and discount stores) Health and glow customers are usually upper middle class people who are conscious of their self image and are keen on quality.
Placing the product in upscale stores (Health & Glow) as well as traditional outlets(Supermarkets.
Laya’s 1 tissue challenge (Money back guarantee)
TV advertisements A sophisticated woman who has to attend an urgent meeting & does not have time to go to the restroom to freshen up. pulls out a Laya tissue from her purse and dabs it on and within seconds she is ready to attend the meeting with full confidence.
The flagship promotional event of Laya –
Beauty workshops involving experts providing additional tips to the users. In-store promotion will feature stand alone off-shelf displays which will increase the amount of shelf space given to the product and which will also include live demos.
Photo shoot for users (Before and after using the product – in order to bring out the efficiency aspect of the product)
Magazines with a high level of women readers(Femina. Women’s era. Saheli) including but not limited to traditional "women's" magazines. will be used for print ads.PROMOTION
An offer coupon in Newspapers can attract consumers to the brand for the first time and provide enough incentive to draw consumers to the product.