Presentation on theme: "MARKET INFORMATION Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones."— Presentation transcript:
MARKET INFORMATION Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production 400 tones
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%
Hair colour market in India – Rs 450 crore Growth Rate- 24-25% Yearly Annual production- 400 tonnes COMPANY TURNOVERS:- Revlon- L'Oreal- Godrej-
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.
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
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 :
MARKETING MIX PRODUCT PRICE PLACE PROMOTION
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.
SEGMENTATION Behavioral Occasions- weddings and parties Benefits- quality Usage rate- medium to heavy users
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
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.
BRAND PERSONALITY 23 year old woman Is a model Stylish Party's a lot Outgoing Extrovert Smart Modern Broad-minded
Branding Strategy DOUBLE BRANDING- Mac BELLEZZA
TOP OF THE MIND BRAND RECALL BRAND AWARENESS BRAND IGNORANCE Loreal, Godrej Revlon, Wella Schwarzkopf Bigen, Blackrose BRAND EQUITY PYRAMID
COVERAGE AREA Metros Mumbai Chennai Delhi Kolkata Other Cities Pune Chandigarh