FINAL SCRIPT

Hair care industry The hair care industry includes colour dyes, oils shampoos, conditioners

Market InformationThe hair color market in India is worth 400 to450 crore and is growing at an increasing rate of about 24 to 25% yearlyThe annual production is estimated to be about 400 tones

Market ShareThe approximate market share of the top players are as follows. Godrej is the market leader of the hair colour industry with approximately 45% (which consists of their hair dye, powdered colour and their hair colour Godrej Coloursoft)Loreal has a market share of 25% ( it does not compare with godrej as they want to increase their profit margins over the next few years)Revlon has a market share of about 12% Wella has 8%and others..(maybeline, bigen, blackrse, schawoarzkop)

Our SurevyWe only surveyed people who coloured there hair..Our sample size was 74 peopleThe majority of people we interviewed are from the niche marketWhy did you colour your hair?We did a survey of only women.From the survey we conducted we found that all the younger women coloured their hair for fashion or change and most of the older women coloured their hair to cover their grey hair.

Are you brand loyal?There is high brand loyalty in this industry.

Are you willing to try a new product?The younger people are more willing to try new products while some of the older women are more hesitant but will still try a new product if they are confident it is of a better quality

Do you colour your hair at home or parlour?A larger peruentage of people colour their hair in the parlour

Are you satisfied with your current product?A larger %age of the older ppl said they are satisfied.

Do you face any problems?60% were satisfied, 19% complained of dry hair, 9% complained of hair loss, 8% complained that the color faded 4% said brittle hair.

Competitor analysisthese arethe prices of the diff productas and loreal has the highest price while godrej has the lowest. These are their USPs(read them out)

the distribution channel for all the competitors is the same. That manufacturer to distributor to stockist or wholesaler to retailer. (product differentiation read from slide)

Porters 5 force model

Entrants-high because the capital investment required is low and other companies which are already present in the hair care market will enter the hair color market.

Suppliers bargaining power – low There are many suppliers thus their bargaining power is low

SubstitutesThere are substitutes in the hair colour industry which are mehndi and henna. But we have kept it as low as we are catering only to the niche market who would not use these substitutes

Competition Moderate since there are many players in the market such as bla bla bla

Our product

Bellezza by Mac

We are launching a product in India under the parent company Mac

Segementation We are targeting the age of 18-45 and we are targeting women of group sec A

We have targeted metros since our product is made for the upper class

Our Psychographic segmentation is based on lifestyle where we are targeting women who lead a sophisticated and stylish lifestyle

Behavioural- Women colour their hair on occasions We are also targeting women based on their usage, since our colour is permanent we are targeting heavy or regular users

Our product packaging includes a developer colourant and the para-phenylenediamine is what gives colour to our product. The rest of the ingredients are primarily fillers and help in keeping the hair nourished.

The rest of the product packaging includes the conditioner, gloves and brush.

Product Description

These are the shades Read them out

The first 5 shades will be produced in a larger quantity at approximately 3:1 ratio as compared top the other shades that are read the next slide

Product differentiation

Our product contains aloe vera and nourishing oil extracts which helps in giving the hair an added shine and soft and keeps it moisturized.USPContains vita h which is a chemical that contains shikakai amla aritha and oleth- 30 This reduces the dryness by 80% and increases shine.

Positioning Only for the upper class since it is priced high.Our parent company is extremely well reputed.This helps belezza to establish an image of high quality in the minds of the consumersGood for hair because it contains vita h

Position statement Read from slide

Brand Personality

Branding strategyEndorsement strategy- Our parent company is very well reputed internationally and ensures a high quality product

Brand pyramidSelf explanatory

PLACECoverage area: we are basically covering big metros and cities as we most of the niche market stays in these places.

Distribution channelRead from slideOur factory is located at upper noida as it is free from taxes.

PRICING STRATEGYMarket skimming – we have kept a higher price than our competitors to show that our product is of high quality and we hope for a large profit targeting a smaller market

Frontal attackIs basically attacking the strengths of the competitors for e.g price advertising promotion etc.

Promotions Sushmita sen is our brand ambassadorTelevision ads- we plan to air it on channels such as star sony and mtv for the young college crowd

Print adsWe are publishing our product in the following news papers- times of India and Indian express as it is widely distributed

We are also displaying our product in magazines like the cosmopolitan elle femina ad hoardings in popular destination among the cities we launch

Public RelationsWe are going to conduct hair colour work shops at big malls and salons where we will offer to colour or streak their hair free with the shades they choose. This will help get people aware of our product

Sales personnel Sales persions are well trained and well aware of all the benefits of our [product so that they can properly explain to hair stylists and salons the most effective way of using the hair colour

Swot analysis