5 PLAYERS DISTRIBUTION DIFFERENTIATION WELLA L’OREAL GODREJ REVLON 3 TIER SYSTEML’OREALA non-drip cream.2. With nutri-ceramide and proteins.3. Ionene G in the product.GODREJ4 TIER SYSTEMRenew - Aloe Vera and Hibiscus extracts.2. Coloursoft - A hair colour brand most suited to Indian hair at a price point significantly lower than competition.REVLON1. The constitution of the developer is only 20%2. It is in the liquid form.3. The product is ammonia free
7 Porters 5 force theoryIntense segment rivalry- moderatePromotions done by competitors which cant be done by us due our pricing strategysubstitutes- low threatBecause the niche market will not shift to the substitute products like henna and dyeNew entrants- highSince the capital investments is low, growing market, other companies which are already present in hair care market will enter hair color market.Buyers bargaining power : lowpeople do not change their brand easily and hence would not mind paying a higher price for that particular brandSuppliers bargaining power :
12 SEGMENTATION Demographics- Age- 18 to 50 yrs Sex- Only Women Income- Sec AGeographic- Metropolitans and Big Cities in the country.Social Class- Upper Class.Psychographics-LifestylePersonalityWe recommend the 30 vol for hair that's not especially resistant to color or bleaching. Also for those whose color is blonde to light brown or for those who already have processed or damaged hair.The 40 vol. is for those whose hair is very dark or very resistant to color or bleaching.Read the box for ingredients, etc. Read the Special Effects Bleach InstructionsIf you have currently processed or damaged hair, proceed with caution when bleaching.
13 SEGMENTATION Behavioral Occasions- weddings and parties Benefits- qualityUsage rate- medium to heavy users
18 Product Differentiation Contains aloe veraContains nourishing oil extractsNew coloursGives shine and softnessKeeps the hair moisturizedUSPContains VITA H reduces dryness, increases shine
19 POSITIONING Position Statement Only for the Elite or upper class. Product has high quality.Good for hair.Position StatementTo stylish and sophisticated women, our product gives you the colour and shine in your hair, and the look you desire.
20 BRAND PERSONALITY 23 year old woman Is a model Stylish Party's a lot OutgoingExtrovertSmartModernBroad-minded