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MARKET INFORMATION

Hair colour market in India – Rs 450 crore

Growth Rate- 24-25% YearlyAnnual production 400 tones



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Market shareGodrej- 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



Porters 5 force theoryIntense 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 notmind paying a higher price for that particular brand• Suppliers bargaining power :



OUR PRODUCT



BELLEZABELLEZA



MARKETING MIX

• PRODUCT

• PRICE

• PLACE

• PROMOTION



PRODUCT



E ME TATIDemographics-

• 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



SEGMENTATION

Behavioral

• Occasions- weddings and parties

• Benefits- quality

• Usage rate- medium to heavy users



PRODUCT INGREDIENTS

Our product contains :

2. Developer-75ml• Stearylic Alcohol• Cetylic•

Aqua7. Colourant-50ml• Stearylic Alcohol• Lauryl Alcohol•

Aloe vera• Oil extracts• Para-Phenylenediamine Content



3. Natural Conditioner-40ml

• Stearylic Alcohol

• Behenyl Trimonium Chloride

• Cyclo Methadone

8. Gloves

9. Brush



Product Description

Shades• Black - Noir

• Dark Brown - Truffle• Light Brown - Mochachino

• Deep Red - Red Wine

•

Light Red - Claret



Product Description

Shades• Light Blonde - Light Ash Blonde

• Light Beige Blonde - Caramel• Burgundy - Burgundy

• Copper Gold - Hazel

•

Skin Brown - Pelle



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 givesyou the colour and shine in your hair, and the look youdesire.



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



Loreal, Godrej

Revlon, Wella

Schwarzkopf

Bigen, Blackrose

BRAND EQUITY PYRAMID



PLACE



COVERAGE AREA

Metros

Mumbai

Chennai

Delhi

Kolkata

Other Cities

Pune

Chandigarh



DISTRIBUTION CHANNELManufacturer

(4)Distributors (7%)

(38)Stockists (9%)

(5200)Retailers (14%) (70)Salon(15%)



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