Marketing Management Assignment

Topic - Analyzing a product category and introducing a new product in the segment
Category – Personal Care ( Hair products – Shampoo)

Submitted by
Group No. 2
Bharat Maniam- 11C
Sai Tejaswy Mylavarapu- 26C
Rugal Neema- 37C
Saumya Chaturvedi- 39C
Shashank Shekhar-40C
1
 The Hair Care Sector
Hair Care Market in India ; Key Stats:
1. Retail value growth of 8%, Sales worth : 246.2 Bn in
2018
Share % of 2.Increase in avg unit price as customer are willing to spend
major Hair Care more for quality products ;hair loss cure being the most
Players in India
demanded solution
3.Anticipated to register 8% current value CAGR to reach
336.6 Bn in 2023

Market Prospects:
•Salon Professional Hair care continues to maintain fastest
H a ir Ca r e S e c t o r Va lu e G r o wt h (I N R growth rate in the Category as of 2019.
332,165.10

Mn ) •Continuity of beauty and grooming trend along with growth

310,819.10
290,654.10

of higher disposable income among customers is driving

272,318.00

the growth
256,534.50
246,280.80

•Omni channel approach to reach out to the customers is 

also creating demand for the products and the demand is
expected to remain strong over the next  years.

Driving forces behind Customer

Preferences:

Pollution Long Intense Food Food

2019 2020 2021 2022 2023 2024 Working Stress Habits Habits
Hours levels 2
About the Company: When it comes to care, Dove wants to give its customers the products which can be trusted for use on skin and
hair. Dove, as a company, cares about all women, female-identifying and non-binary people, and has a vision of redefining beauty
standards and help everyone experience beauty and body image positively. Dove also cares about how a product is made, what does
into them and the impact created by the product on the planet and how a better and sustainable way of being can be achieved.

The haircare market, which is worth nearly $90 billion and is expected to continue to exponentially grow in the medium
to long term. India’s professional haircare market, worth around $200 million, has been consistently been one of
the fastest growing FMCG categories.

We propose a specialized shampoo for hardwater

Why do we need it ?
High in dissolved minerals such as calcium and magnesium (120-180 parts per million or PPM), hard water can lead to
health issues such as kidney stones, allergies, eczema, and scalp issues such as dandruff, hair fall, and scalp psoriasis.

This has led to a demand for water softeners and contraptions that can be fitted on to taps and showerheads. However,
the problem with these devices is that they need to be serviced frequently, require regular purchase of expensive
softeners (such as salts), and must often be left behind as the machines have to be affixed to a water source.
Introducing: DOVE Know your water Know your shampoo

STRONG Over 70% of India receives water that is
classified as mild to very hard. If you've
noticed your taps/faucets/shower heads
having white, scaly deposits, chances are, you
are part of that 70%.
Hard water leaves harsh metal-ion deposits
on the scalp making it dry, brittle, sticky and
weakened. It blocks the pores and causes hair
to grow thinner, aggravates scalp conditions
like dryness, dandruff, eczema, and flaking
over time. It also reduces the efficacy of
keratin, smoothening, and hair treatments.
Traditionally shampoos to combat hard
water were very harsh on hair and not
easily accessible. Dove Strong is designed
from the ground up to gently but
effectively remove metal ion deposits
from hair and scalp. Dover Strong does
this with naturally sourced chelating
agents that bind to metal ions deposited
from hard water and gently remove them.
The shampoo mildly conditions the hair
and prevents further deposition of metal
ions by neutralising charge on the hair
with advanced water-soluble silicones.

Deep-cleanses the scalp and combats

hair fall
      
Thickens, softens, and strengthens hair
      
Soothes flaking and itching
      
Salon-professional formulation
Know the benefits
Dove Strong Professional Shampoo combats hair fall and breakage, softens, and adds
significant volume to your hair. It cleanses the scalp and leaves hair considerably lighter
and cleaner. Dove Strong is dermatologically tested and is suitable for coloured and treated
hair too. Recommended pairing of Squalene Restorative System to improve hair cuticle
elasticity and reduce hair friction.
 STP for Dove Strong
Positionin
Marketing Demographics g
Dove Strong Shampoo is a product of Unilever Our product is the most efficient shampoo among all other
India. The profile of Unilever India consists of shampoo brands because it provides complete hair care
the following factors: solution in hardwater especially.

Geographic Targeting
Factors conducive to •Urban, Semi urban and Rural areas
•Representation in 7,50,000 points Geographical
growth of sale • Urban and Semi Urban
Factors tributary to growth: Demographic
• India set to become most thickly Demographics • Men and women
settled country • Men, women • SEC A and B
• Growth in appropriate demographic • SEC A, B and C • Professionals, Consumers
section Increasing defrayal power of • Professionals, Consumers Psychographic
ladies on cosmetics •Quality conscious
• Rising consciousness among men for Psychographic • Hard water dominated area
grooming merchandise • Consciousness with respect to •Image/Impression conscious
• Relatively low penetration of beauty quality, image and cost •Maintain a beauty regime
merchandise •Indulgence in beauty behavior •Cost conscious
• Consumer Transformation in Digital
Behavioral
Asian nation Increasing access to net
and e-commerce amongst each urban
Behavioral •For regular use (2-3 times a week)
•Usage rate •One solution for several problems
and rural customers •Consumer may vary from a hard core loyal to
•Benefits sought
• Beginning of secernment and
• Loyalty Status a shifter.
premiumization of beauty
merchandise 5
 SWOT Analysis of DOVE Strong
• Large and varied portfolio of brands and
products • Increase in the number of
• Strikes a balance between being cost competitors - growing saturation in
effective and expensive the market
• Positive brand equity • Decentralized organizational
• High quality products structure
• Moving into organic products market • Dependence on third party retailers

• The rise in popularity of e-commerce

• Constant comparison with
companies, such as Nykaa, Purple and
products of major conglomerates
Amazon
like Loreal and P&G.
• Increasing awareness, purchasing
• Quick changes in the industry
power and demand - leading to a
trends
growth in the market
 Need Gap Analysis
Present
Characteristic
• Goodfactors
Quality Future Objectives
• Cost effectiveness
• Specialized shampoo • To produce a product with
for Hard Water more Natural and Organic
• Repairs the hair fiber Products along with the
Transforms the hair chemicals .
surface to a daily and • To improve the product in
swish condition terms of its performance.

Factors for future Gaps that need

objectives to be filled
• Usage Gaps
• Sales Performance • Profit Gaps
• Product Evaluation • Performance Gaps
• Portfolio Analysis

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 Dove Strong
Price
Product
Place • A higher price than the
normal Nourishing Oil Care
• A recent and
• Place the merchandise Shampoo, since customers
natural fragrance to
together with its major are willing to pay extra for
refresh your mood!
competitors like P&G. more quality.
• Clean and pure
• Display the Shampoo bottles • Offer discounts to First few
energy of natural
clearly within the initial thousand customers.
and organic
rows . • Price skimming strategy
ingredients for Promotion
healthy beauty. • “Inclusive” market coverage
• The made lather strategy are adopted. each • Pull strategy are going to be
completely removes mercantile establishment, used for this product.
residue from your super store and wonder salon • Complete and thorough data
hair and scalp is that the member of a concerning product are going
distribution network. to be transferred through
advertising and alternative
promotional techniques
• High communication and
advertising budget
• Public relations & content

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 STP of Dove Strong
Dove Strong is the most natural and efficient shampoo among all other
shampoo brands because it CONTAINS ALL ORGANIC INGREDIENTS & PROVIDES A
RICH LATHER
Quality/brand Targeting
and image
conscious
Geographic High spending
•Urban, Semi urban Areas group Geography
Urban
Demographics population
• Men, women
• SEC A and B
• Professionals, Regular
Consumers
Need
Psychographic identified
• Consciousness with respect to Stronger Hair Demographic
quality and image & Organic Women, SEC A,
•Indulgence in beauty behavior ingredients professionals and
•Penchant for Natural products heavy users by
•Extravagant occupation
We propose the tagline
Behavioral
Make your hair love
Behavioural
• Regular users 2-3 times
•Benefits sought per week

you back
• Occasion • Appreciate performance
and quality

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 Financials and Implementation Plan
Breakeven Analysis Implementation Plan
Units break-even 6046 Milestones Start Date End date Budget (in Rs)

Final marketing plan  28/4/2022 14/5/2022 0

Sales break-even Rs.15,41,775
Ad campaign (TVC) 15/5/2022 31/8/2022 720,000
Average per-unit revenue Rs.340
Digital ad campaign (CPE) 1/7/2022 1/1/2023 96,000
Average per-unit variable cost Rs.166
Establishing product at 16/6/2022 16/8/2022 80,000
Estimated monthly fixed costs Rs.788,000 retailers

Market Share Expectation

Evaluation and Control Metrics Year Expected Market Projected Revenue
Share (%) Contribution
Monitor following aspects to track performance 2022 9 Rs.15,60,000
1.Revenue: monthly, quarterly and annually; tracked against projections 2023 16 Rs.27,70,350
2.Expenses: monthly, quarterly and annually; against budgeted opex.
2024 22 Rs.11,56,330
3.Market Share: annually; vis-à-vis projected market share
2025 26 Rs.44,93,675

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 Revenue and Growth Expectations
Expected Market Share (%) Projected Revenue (in Rs.)

30 4,000,000

3,500,000
25
3,000,000
20
2,500,000

15 2,000,000

1,500,000
10
1,000,000
5
500,000

0 -
2022 2023 2024 2025 2020 2021 2022 2023

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Thank You