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MARKET INFORMATION Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones.

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Presentation on theme: "MARKET INFORMATION Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones."— Presentation transcript:

1 MARKET INFORMATION Hair colour market in India – Rs 450 crore Growth Rate % Yearly Annual production 400 tones

2 Market share Godrej- market leader with a share of 45-50% L'Oreal-25% Revlon-12% Others such as bigen and black rose- Wella- 8%

3 Hair colour market in India – Rs 450 crore Growth Rate % Yearly Annual production- 400 tonnes COMPANY TURNOVERS:- Revlon- L'Oreal- Godrej-

4 COMPETITION ANALYSIS PLAYERSPRICESUSP WELLARs.235 (Incl developer) Contains Vit C to strengthen hair. L’OREALRs.399 Non drip crème, long lasting colour. GODREJ (COLOURSOFT) Rs.99 Ultra gentle Ammonia free hair colour. REVLONRs.250Ammonia free.

5 PLAYERSDISTRIBUTIONDIFFERENTIATION WELLA 3 TIER SYSTEM L’OREAL 3 TIER SYSTEM 1.A non-drip cream. 2. With nutri-ceramide and proteins. 3. Ionene G in the product. GODREJ 4 TIER SYSTEM 1.Renew - Aloe Vera and Hibiscus extracts. 2. Coloursoft - A hair colour brand most suited to Indian hair at a price point significantly lower than competition. REVLON 3 TIER SYSTEM 1. The constitution of the developer is only 20% 2. It is in the liquid form. 3. The product is ammonia free

6 PLAYERS WELLA L’OREAL GODREJ (COLOURSOFT) REVLON

7 Porters 5 force theory Intense segment rivalry- moderate Promotions done by competitors which cant be done by us due our pricing strategy substitutes- low threat Because the niche market will not shift to the substitute products like henna and dye New entrants- high Since 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 : low people do not change their brand easily and hence would not mind paying a higher price for that particular brand Suppliers bargaining power :

8 OUR PRODUCT

9

10 MARKETING MIX PRODUCT PRICE PLACE PROMOTION

11 PRODUCT

12 SEGMENTATION Demographics- Age- 18 to 50 yrs Sex- Only Women Income- Sec A Geographic- Metropolitans and Big Cities in the country. Social Class- Upper Class. Psychographics- Lifestyle Personality We 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 Instructions If you have currently processed or damaged hair, proceed with caution when bleaching.

13 SEGMENTATION Behavioral Occasions- weddings and parties Benefits- quality Usage rate- medium to heavy users

14 PRODUCT INGREDIENTS Our product contains : 1.Developer-75ml Stearylic Alcohol Cetylic Aqua 2.Colourant-50ml Stearylic Alcohol Lauryl Alcohol Aloe vera Oil extracts Para-Phenylenediamine Content

15 3.Natural Conditioner-40ml Stearylic Alcohol Behenyl Trimonium Chloride Cyclo Methadone 4.Gloves 5.Brush

16 Product Description Shades Black - Noir Dark Brown - Truffle Light Brown - Mochachino Deep Red - Red Wine Light Red - Claret

17 Product Description Shades Light Blonde - Light Ash Blonde Light Beige Blonde - Caramel Burgundy - Burgundy Copper Gold - Hazel Skin Brown - Pelle

18 Product Differentiation Contains aloe vera Contains nourishing oil extracts New colours Gives shine and softness Keeps the hair moisturized USP Contains VITA H reduces dryness, increases shine

19 POSITIONING Only for the Elite or upper class. Product has high quality. Good for hair. Position Statement To 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 Outgoing Extrovert Smart Modern Broad-minded

21 Branding Strategy DOUBLE BRANDING- Mac BELLEZZA

22 TOP OF THE MIND BRAND RECALL BRAND AWARENESS BRAND IGNORANCE Loreal, Godrej Revlon, Wella Schwarzkopf Bigen, Blackrose BRAND EQUITY PYRAMID

23 PLACE

24 COVERAGE AREA Metros Mumbai Chennai Delhi Kolkata Other Cities Pune Chandigarh

25 DISTRIBUTION CHANNEL Manufacturer (4)Distributors (7%) (38)Stockists (9%) (5200)Retailers (14%) (70)Salon(15%)

26 PRICE

27 PRICING STRATEGY Market Skimming High Quality- High Price High Price to target Niche Market CHALLENGER STRATEGY Frontal Attack

28 Product Packaging and Price 165 ml box – Rs. 410

29 COST SHEET

30 PROMOTION

31 LAUNCH MARKETING 3 STEP PROCESS 1 ST STEP- AWARENESS 2 ND STEP- EVENTS 3 RD STEP- P.R.

32 S.W.O.T. ANALYSIS

33 STRENGTHS Quality product After colour shampoo 100% grey area coverage Vita- H: reduced dryness

34 OPPURTUNITIES Growing market Expanding horizontally/vertically

35 WEAKNESSES High price Small market Lack of awareness Mixing as per proportions Contains ammonia

36 THREATS Substitutes (dyes and henna) Other players of the oligopolistic market


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