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- 24-25% Yearly
Annual production- 400 tonnes
COMPANY TURNOVERS:-
Revlon-
L'Oreal-
Godrej-

4. COMPETITION ANALYSIS PLAYERS PRICES USP WELLA Rs.235 L’OREAL Rs.399
(Incl developer)
Contains
Vit C to strengthen hair.
L’OREAL
Rs.399
Non drip crème,
long lasting colour.
GODREJ
(COLOURSOFT)
Rs.99
Ultra gentle
Ammonia free hair colour.
REVLON
Rs.250
Ammonia free.

5. PLAYERS DISTRIBUTION DIFFERENTIATION WELLA L’OREAL GODREJ REVLON
3 TIER SYSTEM
L’OREAL
A non-drip cream.
2. With nutri-ceramide and proteins.
3. Ionene G in the product.
GODREJ
4 TIER SYSTEM
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
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. BELLEZA

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 Developer-75ml Colourant-50ml Stearylic Alcohol
Our product contains :
Developer-75ml
Stearylic Alcohol
Cetylic
Aqua
Colourant-50ml
Lauryl Alcohol
Aloe vera
Oil extracts
Para-Phenylenediamine Content

15. Natural Conditioner-40ml
Stearylic Alcohol
Behenyl Trimonium Chloride
Cyclo Methadone
Gloves
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 Position Statement 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. BRAND EQUITY PYRAMID Loreal, Godrej Revlon, Wella Schwarzkopf
Bigen, Blackrose

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 CHALLENGER 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 1ST STEP- AWARENESS 2ND STEP- EVENTS
3RD STEP- P.R.

32. S.W.O.T. ANALYSIS
WEAKNESSES
STRENGTHS
OPPORTUNITIES
THREATS

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