CATEGORY: Haircare

The big idea: Market entry in the ready to make category by introducing a new segment –
‘Oats based Breakfast’ with a range of nutritious, flavourful and healthy breakfast items

PRODUCT PORTFOLIO Great breakfast for your morning

 Instant Lifestyle Healthy
 1 in 4 Indians claim to skip  Oats based Breakfast items  Helpful for weight loss
breakfast like Idli, dosa, upma, uttappa. journey
 72% people feel that take  Less Oily, more filling  Reduces blood sugar,
nutritionally inadequate  No preservatives Improves insulin,
meals  More vegetables and regional constipation
 Ready in minutes falvours  Pre/Post workout meals
Enter the Ready to make segment with Suffola
Product description: Packaging insights
 Dry mixes made of Oats  Easy to follow 3 steps cooking direction
 Use of Local spices  Minimalistic packaging ,show available ready to make
 Rich in antioxidants, product range
minerals and vitamins  Display health benefits with natural and gluten free
 High in Iron ingredients
 Profile: Leading Salons in India
 Usage: Breakfast meals  Include QR code for recipes

Offline Online pantry Daily Grocery

SKU: 40 gm & 500
CHANNELS

retailers retailers providers

gm packs (Dmart, Big (Amazon, (Bigbasket, Grofers
(basis one meal for Bazar, Local Flipkart, ,Supr Daily, Zomato,
retailers) Jiomart,Star Swiggy)
adult, family Quick)
respectively Modern trade & E-comm
Target: Working Speciality delivery channels
GROWING INTEREST IN SCALP HEALTH
Professionals,
 India Ready-To-Eat Food
students)  User activities: #oatsinspiration  International products
SEGMENT?
WHY THIS

Market Projected to Grow 80k posts

Market

#oatsforbreakfast
at a CAGR of Over 16% in 280k posts
next 5 years #Readytomake
56k posts
* Further details in references
 PROMOTIONAL STRATEGY MARKET OPPORTUNITY Market
Potential* Per unit
Communicate the need for scalp care in regular haircare routines “Not just repair, say yes to pre- Reported P&L*
62 Cr 201 Cr (100mL)
pare” “Healthy scalp = healthy hair” “Scalp needs as much care as your face does”
Profit
Marico Maximum Retail Price 500
Break Even @31%
Discovery Consideration market share Retailer & Distributor Margin 45.5
Online : Leverage Content Marketing with Build advocacy groups for scalp health in Gross Sales Value 454.54545
1345 Cr @ 15%
 DIY, tutorials on mylivonsalon.com  Incentivise local influencers such as 1.7 Years Retailer & Distributor Margin % 10%
 Scalp challenges, Trends’ discovery on salon professionals to build the buzz Total Market Trade Term Spends
TG relevant social media, beauty  Leverage the existing Size @ Market Size Turnover 395.25692
₹500/unit growing Trade Term Spends % 15%
networks such as Nykaa network #livonsquad 8.96 Cr @10% R&D Costs 39.53
Offline: Build scalp spa experience zones influencers to vouch for scalp care
in malls, Visual merchandising, TVCs Urban Supply chain costs
Woman in 1. Material Costs
3 units
age Avg. 295 Cr Raw Material 98.814229
Experience & post-purchase Purchase 64.32 Cr group 18- consumption Market share Packaging Material 27.667984
 Move beyond functional to hedonic in Online : Lead clicks on content pages to 40 @41% Y2, market 2. Conversion Costs 19.762846
Women /
communication with messaging like purchase pages on e-commerce channels Population share @20% 3. Distribution Cost 7.9051383
year
“Find your core strength” Offline: Presence in high visibility area @48%
Gross Profit 201.58
 Make customers feel valued about such as billing counter in modern trade Gross Margin 51%
their actions by including content on stores
21.86 Cr 0.89 Cr Brand and Marketing Investment 79.051383
Urban 406 Cr
responsible beauty that saves water  Bundle with accessories such as roll-on Media Spends 67.193676
134 Cr Woman Total Target Market share Non-Media Spends 11.857708
 Build new haircare rituals pins required for applying the product
Population Population Group Y3, market Profit before Overheads 122.52964
in India @34% @10% share @25% Profit before Overheads % 31%
Content & Commerce Made for me ritual Build excitement
Nourish scalp Treat scalp to a Regenerate the scalp,
BUILDING NEW RITUALS

with essential oils strengthening & sensory target the core problem
experience

SEED ACCELERATE EXPLODE

Build extensive Trichology camera & Show off the scalp Detoxifying & Indulgence based range
content on salon & in cornrows challenge cleansing range Specific problem resolution
online quizzes for e.g. Moisturizing
home scalp rituals #slayitwithcornrows e.g. Exfoliator range e.g. Hair Strength Revitalizer
custom routines masque, Vitamin drops
*see references section for details on assumptions