Grand Finale

Rapunzel Shampoo
-Let down your
hair.
Apoorva Yadav
Devyani Behl
Eesha Gokhale
Jayshree Chakraborty
Ankush Gulati
Shashank Karpal
 Our Company
• Cosmetic company in:
Hair care
Hair colour
Hair accessories

• Dominance in hair growth/ rejuvenation

• Specialist in organic natural products
• Against animal testing
 Rapunzel

To evolve as a market leader in cosmetic

industry.
mission
To evolve as a beauty brand

Breakthrough Technology and continues

objective innovation.

To become the trusted beauty brand by 2015.

strategies Goals programs Foray into organic hair products, continue with
the existing product lines.
 Customer Need Gap
• Need of a hair products which are:
-Easy to use
-No side effects
-No animal testing
-No chemicals
- Sweet smelling hair
1. IDEA GENERATION
• Manufacturing a shampoo which is organic .
• Manufacturing a shampoo which makes your
hair smooth & silky.
• Manufacturing a non-chemical hair colour.
2.IDEA SCREENING
Idea no. 1: Manufacturing a shampoo which is organic
New Product Relative Rating between Idea rating
success importance 0.1 to 1.0 (B) (A*B)
factors (A)
Co. strategies 0.20 .5 .1
and
Objectives
Marketing 0.20 .8 .16
skills &
Experience
Financial 0.15 .7 .105
resources
Channels of 0.15 .7 .105
distribution
Production 0.15 .7 .105
capability
R&D 0.10 .7 .07
Purchasing & 0.05 .7 .035
supplies
TOTAL 1.00 0.575
Idea no. 2:Manufacturing a shampoo which makes your
hair smooth & silky.
New Product Relative Rating between Idea rating (A*B)
success factors importance 0.1 to 1.0 (B)
(A)
Co. strategies 0.20 .8 .16
and Objectives
Marketing skills 0.20 .8 .16
& Experience
Financial 0.15 .7 .105
resources
Channels of 0.15 .8 .12
distribution
Production 0.15 .8 .12
capability
R&D 0.10 .8 .08

Purchasing & 0.05 .8 .035

supplies
TOTAL 1.00 0.78
Idea no. 3: Manufacturing a non-chemical hair colour
New Product Relative Rating between Idea rating (A*B)
success factors importance 0.1 to 1.0 (B)
(A)
Co. strategies 0.20 .7 .14
and Objectives
Marketing skills 0.20 .7 .14
& Experience
Financial 0.15 .6 .09
resources
Channels of 0.15 .7 .105
distribution
Production 0.15 .7 .105
capability
R&D 0.10 .5 .05

Purchasing & 0.05 .7 .035

supplies
TOTAL 1.00 0.665
 SELECTED IDEA

Manufacturing a shampoo which is organic

3. Concept development & testing
 CONCEPT DEVELOPMENT&TESTING

• C1: Style conscious young college student.

• C2: Environment conscious individuals.

• C3: Beauty conscious women who want

luscious hair
Market C1 C2 C3
Attractiveness
Size Large but not Large market size Large and highly
focused 7 pts 7 pts style conscious.
6 pts
Growth 8 pts 8pts 6 pts
Profit 8 pts 7 pts 6 pts
Competition Comparatively Less competition 6 Lot of competition
less 7 pts pts 5 pts
Restriction 6 pts 6 pts 6 pts
Capability to Natural product Natural attraction Not much affected
create DA attraction 9 pts 7 pts by natural prod
6 pts
Innovation 8 pts 6 pts 7 pts
Finance/Purcha 8 pts 6 pts 7 pts
sing capability
Social 8 pts 7 pts 6 pts
acceptance
Marketing 7 pts 8 pts 6 pts
capability
Total 76 pts 68 pts 61 pts
 CONCLUSION:
• CONCEPT 1 is most attractive and matches
with the company objective of high growth.
• We also simultaneously want to take on C3 as
they are a very large target market segment.
• Concept C2 will be taken on last.
 Competitors in category
Product Benefits Disadvantages
1· Revlon 1.Long Lasting color
3. 6 different shades 1. Chemical Base
(cost = Rs.
250/200ml) -Giving it shine & softness. 2. Sensitive to skin
Symbol --- R
1. 6 different shades.
2. Sunsilk 1. Chemical Base.
2. Gives Natural look 2. Sensitive to skin
(cost = Rs.
-Giving it shine & softness
220/200ml)
- product is specially suited
Symbol --- S for sensitive skin and
hair. Organic
products.
1. 6 different shades 1. Chemical Base.
3. Garnier -Long lasting fragrance 2. Sensitive to skin
-Giving it shine & softness
(cost = Rs.
200/200ml)
Symbol --- G
4. Reetha -Herbal -Time taking
(cost = Rs. 85/200ml) -low cost
Symbol --- Meh

5. Godrej - Low cost -Chemical Base

(cost = Rs. 115/200ml)
Symbol --- God

6. L'Oreal -Chemical Base.

(cost = Rs. 260/200ml) -Bright funky packaging
Symbol --- L’O -Easily available at different
stores

7. Schwarzkopf -Bright funky colors -Chemical Base.

(cost = Rs. 280/200ml) -Attractive packaging
Symbol --- Skf

8. Rapunzel - Organic
(cost = Rs. 200/200ml ) -Herbal essence with
Symbol --- fragrance.
 Perception Map

High

PRICE

Low

Low High
APPLICATION TIME
High

Low

Low High
 Product Breakdown
SHAMPOO

Form
Packaging
(Thick, viscous liquid) (Bottles, sachets)
Fragrance
( fruity, fresh,active,sporty)
 Market Breakdown
market

Teenagers Working Housewives

professionals

Low price Medium price High price

 FAB Analaysis
• Features: Organic,natural,smoothens split
ends.

• Attributes: great fragrances, ease of use.

• Benefits:radiance , natural look.

 BARRIERS
• High competition in the industry
• People may be hesitant to experiment and try new
shampoos.
• Perception among people that hair products are
harmful to the hair.
• Brand awareness for the company may not be
immediate.
• Technological Barrier
 Goals & Objectives
• Short term : Communicate and create
awareness about hair products and their
benefits. Communicate the benefits of an
organic product.
• Long term : Build an Brand name as an organic
alternative and launch newer range of
products in the organic range in the next 5-7
yrs
 CONCEPT TESTING
• This concept was presented to a working adult to test the need for the
product. We also present the product to style conscious young college
going student

• Q. Have you analyzed your need correctly?

• A. Working adult Yes. I have very little time and would like a product which
apart from being organic, gives me quick , clean,sparkly, squaky
clean,fragrant hair
• . College Student I am style conscious and because I want to stylish
products and your product is ideal for me. Also because it is natural I have
no danger of harmful chemicals.
• Conclusion:
– Need level is high
– They have understood our concept
What are our chances of providing our services to you?
A. If the product is easy to use and readily available I would
like to purchase it. Also since the current products do not
have differential advantage, your product will be better
than the competitors.
CONCLUSION:
– Our concept is believable
– Our perceived value is good
– Customer have good purchase intention
 FINAL CONCEPT STATEMENT
Rapunzel Shampoo
Let down your
hair……
• Rapunzel shampoo is an organic shampoo made of 100%
natural plant colorants, such as certified organically grown
fruits, walnut shells and buckthorn bark, and combine these
carefully ground materials with powdered wheat protein and
jojoba for added conditioning benefits.

• Target market segment: Working professionals mainly women

who are style conscious and want lustrous ,healthy hair.
• Packaging: Available in 100ml tetra packs, 200ml clear
bottles.
• Price: Rs 200 for 200 ml bottles , Rs 110 for 100 ml tetra
packs.
• Availability: Available at beauty parlors, retail outlets, apparel
stores.
 Marketing Strategies
• Purpose: To develop a cost-effective and
affordable marketing mix for the developed
concept of the product.

mm1
mm2
mm3
mm4
Sales (market share)
mm5

Marketing Investment/Time
 Target market
1. Size.
2. Structure.
3. Behavior.
4. Planned product positioning.
5. Market share.
6. Profit goals.
 For our product…..
• The target market for organic shampoo are working
professionals who are style and time conscious people
& who are ready to shift to a 100% natural hair products
for an affordable price. The company’s brand will be
positioned to the middle & upper middle segment at a
little higher price for the right quality. The company will
aim initially to sell 250,000 cases or 20% of the market
share with the loss of the first year not exceeding Rs. 50
lacs. The second year will look for a sale of 300,000 cases
or 24% of market share, with a planned profit of Rs. 75
lacs.
 Pricing and Distribution Strategy
1. Planned price.
2. Distribution strategy.
3. Budget allocation.
 For our product…
• The product will be offered in 10 different colors in individuals
packets of Rs. 200/100ml. There will be 36 bottles per case at
a distributor price of Rs. 4320 with an initial offering of ‘buy
3 , get 1 free’ for first quarter.
• The total sales promotion budget is Rs. 40 lacs in which free
samples would be distributed to retailers & door-to-door.
• Advertising budget of Rs. 60 lacs is sanctioned with a split of
60:40 for audio/video and print ad in leading national news
papers.
• Marketing research budget to understand customers better
and carrying out the competitor analysis is estimated to be
about Rs. 50 lacs.
 Long Term Marketing Plan
1. Long run sales.
2. Profit goals.
3. Marketing mix strategy over time
 For our product
• The company intends to capture a market share of
40% and an ROI of 18%. Product quality will be kept
higher and improved over the period of time thru
technical research.
• Skimming pricing strategy; starting with a higher
price and decreasing it gradually.
• Advertising budget will be set according to the
achievement of the sales target during that year and
also the marketing research cost. Depending upon
the sales the expenses may be increased by 20%.
Business Analysis
 Target Market Segment
Working professionals who are conscious of their hair
and its health.

Income group: Middle & upper middle clientele.

Age: 25 – 45 years.

Available at all major cities and towns with large

working professionals.
 PRODUCT POSITIONING
• 100% organic and Natural
– High on ease of use.
– BIDH approved.
– Environment friendly.
 PRODUCT ATTRIBUTES
Size of packs: Available in 100 ml and 200 ml.

Cost: Rs 200 for 200ml bottles.

Rs 110 for 100 ml tetrapacks.

Available in colorful transparent bottles

COMPETETIVE COMPARISION..

One of it’s kind…..

 Augmentation dimension..
Free booklet on the product and its features.

Money back policy if not satisfied.

Complete information available on website.

 Timing

Nine months for product development

and launch.
 MARKETING REQUIREMENTS
Promotional schemes through hoardings.
Posters inside retail shops.
Print media promotional schemes.
Sales force to convince retailers to provide shelf
space and window display
Advertisements on television, radio FM
Intensive distribution techniques.
 FINANCIAL REQUIREMENTS

Development and introductory period losses not

to exceed 5mn.
Breakeven before 3years.
Sales aimed at 2.5 lakh units per year in the first
year.
 PRODUCTION REQUIREMENTa
New production techniques for organic plant
growth

Other suppliers remaining constant.

 REGULATORY REQUIREMENTS
Bureau of Industrial Standards( BIDH).

Our manufacturing facilities are approved by

drugs controller general of India.
 CORPORATE STRATEGY..
Synergy with existing company and brand image.

Highly innovative product.

 POTHOLES..
High cost of production.

Additional budget allocation for organic &

natural awareness.
Prototype testing
 CONSUMER TEST
• BRING SELECTED FEW CONSUMERS IN LAB.

• GIVE FREE SMAPLES TO CUSTOMERS FOR

HOME USE.
 FUNCTIONAL TESTa
• 100 EMPLOYEES TO USE THE PRODUCT AND
HAVE TO GIVE FEEDBACK ON THE QUALITY OF
THE PRODUCT.
 STANDARD TEST MARKETING
1. Test market in fashion sensitive cities like: Mumbai,
Bangalore, Pune, Chandigarh, Delhi, Hyderabad, Ahmedabad etc.
2. Select small samples of
• Young management executives.
• Working women under 35 years.

3. Conduct marketing programme campaign

• Free sampling.
• Live demonstration.
• Conduct survey.
COMMERCIALISATION
1. INTRODUCTION PHASE:
– Improvement needed ( about half a month )
– 100 ml Tetra pack and 200 ml bottle.
• Transparent body.
-
Simultaneously launch ads.
2. LAUNCH PHASE:
– Metros and major cities.
– Looking at feedback we will launch into other cities.
3. KEY CUSTOMERS:
– 20-40yrs middle & upper middle, time constrained
beauty conscious and fashionable Executives.
– Early adaptors: students,working women
– Opinion leaders : hair stylist, parlors, media critics.
 Roll Out Attractiveness
CRITERIA RATING COMMENT

Market Potential High Growing .

Co’s. Reputation Medium Already into hair

care business.

Cost of distribution Low Established network.

Competition density Moderate Competitors not in

herbal hair color
products.

Alternative markets Medium Yet to explore