business strategy charme the dry shampoo

8/3/2015

Business Strategy Charmé – Innovation at the Speed of Life

THE MARKET BUILDERS WOXSEN SCHOOL OF BUSINESS

CHARMÉ - INNOVATION AT THE SPEED OF LIFE THE MARKET BUILDERS

WOXSEN SCHOOL OF BUSINESS BUSINESS STRATEGY

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ACKNOWLEDGEMENT

The Market Builders would like to express thanks to the very dynamic and vibrant – Mr. Charles

Antony for guiding us and giving us the opportunity to explore our idea of “dry shampoos” and

incorporating our business strategy and executing it for this breakthrough product.

We would also express our gratitude to Ms. Chaitanya for providing us with valuable inputs for

our book and the presentation that will take place on 12th August, 2015.



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Table of Contents PREFACE ..................................................................................................................................................... 2-3

INTRODUCTION ......................................................................................................................................... 4-5

DRY SHAMPOOS – A COMEBACK CAUSED BY CONVENIENCE, CONSERVATION & CLEANLINESS ......... 6-9

STRATEGY & EXECUTION ....................................................................................................................... 10-11

RESEARCH & DEVELOPMENT ..................................................................................................................... 12

Product Design & Specification ................................................................................................. 13-20

Charmé – Hacks……………………………………………………………………………………………………….20-22

Product usage………………………………………………………………….……………………………………..23-25

PREFACE



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Of the three types of input that every activity needs – material goods, skills, and time – The Market

Builders have come to feel that perhaps the least understood is time. In conventional economics,

it is treated as a commodity (“time is money”) to be bought and sold at will, and therefore needing

no special consideration. Yet experience suggests that the economics of time is not quite so simple.

Through our product, the dry shampoo – Charmé, we will revolutionize the shampoo market in

India and live up to the frequently used slogan – “time is money”. Since our product will be

launched in association with ‘The Body Shop’, evidently it will be a premium product targeting

the urban people who are on the go and out of their homes for more than twelve hours at a stretch.

This mainly includes – corporate employees and college students who are keen on maintaining a

clean and polished image throughout the day. The exact segmentation, targeting and positioning

is detailed in the marketing plan in this book.

Our main focus through Charmé is not only to save time, but also mainly to save one of the vastly

used natural resources – water. Like all the other Body Shop products, Charmé too is made with

natural ingredients such as Arrowroot, cornstarch and beet root extract. Besides beauty, The

Market Builders also believe in sustaining the environment and using naturally available

ingredients for our products, rather than gases that are used in most sprays and factory made

chemicals that are harmful to our very environment.

In this book, Charmé – Innovation at the speed of life, we have highlighted the department wise

allocation that it would require. Starting from the R&D, Product Development & Management,

Marketing, Sales, Finance and After Market Support. Since our product is a new entrant, all the

aforementioned departments will play an equivalent and imperative role in making Charmé a

success.

INTRODUCTION



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We need time. We need time to work, to eat, to sleep, and to accomplish all the daily chores of

living. We also need time to know and understand our mates, our children, and our friends. Most

of our relationships, in fact, require more time than we have, and it is difficult to avoid the feeling

that we could never have enough. Nor is our list of demands on our time complete. We have

ignored the time we need to be alone, a necessary but invariably short- changed period.

All these demands come before the proliferating hardware used in the consumption of still more

time – before the possession, use, and maintenance of automobiles, small and large boats, tennis

rackets, skis, and golf clubs, sewing machines and looms, bathing suits, hi-fi sets, tape decks,

cameras, etc. All these things – the inevitable trappings of affluence – make still more demands on

our ever-diminishing store of time. They are responsible for many of the sour notes sounded as

affluence becomes more general and more disappointing.

The limit to all of this has been explored by The Market Builders. If it requires time to produce

things, it also requires time to maintain and consume them. While this may seem obvious to the

harried, it is neglected in most of the times. If we assume that each worker has a total of sixteen

hours to “spend” and that each hour of productive work also requires a half hour of maintenance

or personal work time (including eating, dressing, bathing, etc.) and a half hour of consumption

time, then we can expect an increasing pressure on our available time if we produce an increasing

amount of goods in our hours of directly productive work. If a new machine doubles the output of

goodies, we then will have twice as much product for the same amount of work. While this may

be a delight, it also means that we have twice as much consuming and maintaining to do in our

“non-work” hours. Thus we become ever more harried as our productivity increases.

We know many people, most of The Market Builder’s included, who often feel “time poor” and

who bemoan this limitation. Perhaps this attitude is a great mistake. If we were to embrace the

limitations of time, to celebrate them and explore their implications, we would find that they hold

an essential key to the fundamental attitudes and experiences we will need in a humane sustainable

culture. Hence, as we are now aware, Charmé will time management a solution rather than a

problem.



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Besides time we believe that water is a resource that is highly undervalued and overused by people

living in urban developments in India. India sustains nearly seventeen percent of the world’s

population and, although in terms of average annual precipitation is next only to South America,

is endowed with just four percent of global water resources. About fifty percent of annual

precipitation is received in just about fifteen days in a year. Most of this water is not being brought

to productive use, due to limited storage capacity of 36% of utilizable resources (252 BCM out of

690 BCM). Leakage and inefficiencies in the system waste nearly 50% of usable water. The

groundwater level is declining at the rate of 10 cms per year. Over 70% of surface water and

ground water resources are contaminated. In villages, small towns and even metropolitan cities

such as Mumbai, citizens face frequent water cuts. In a country where these problems are evidently

prevalent, it is our duty to ensure that we do not waste these limited resources anymore.

To counter the above issues – first, time management for working professionals and college going

students and second for the social benefit of society – saving one of our most precious natural

resource – water, The Market Builders have designed and developed a product that will

revolutionize the hair and beauty industry – the dry shampoo; Charmé – launched in association

with The Body Shop.



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DRY SHAMPOOS – A COMEBACK CAUSED BY CONVENIENCE, CONSERVATION

& CLEANLINESS

Women love shiny, long, and oil-free hair. However, with external factors, such as pollution, dust,

and fast moving life playing spoilsport, most of us find it hard to maintain the health of our hair.

But there is a way by which you can get beautiful hair without spending hours – Charmé! Simply

spray Charmé, our breakthrough dry shampoo once and voila! Beautiful hair is yours. Dry

shampoos promise to breathe life into your limp hair when you don’t have the time for a shower.

So, now you can stay fresh without a shower. This is not all, a dry shampoo does… Charmé also

delivers additional benefits like volume, heat protection and healing benefits to your hair. Just

spray it to your flat hair and comb it to allow the formula to absorb all the excess oil and instantly

eliminate weight to refresh your hair anytime, anywhere.

While many forms of dry shampoo have been used for centuries worldwide, the idea was not truly

embraced by India until the Indian journal of pharmacy published the first broad scale mention of

a dry shampoo and how it should be used. To support the growing demand, commercialization of

dry shampoo began around 1940s to 1970s globally. Recently in countries such as the United

States of America, dry shampoo has experienced a renaissance with no signs of slowing down.

The Market Builders recently discovered that due to the increasing effect of dry shampoos

globally, potential Indian customers have been searching for dry shampoo products available

online for home delivery such as – FlipKart etc. Below is a chart of increasing awareness among

Indian customers as far as ‘dry shampoos’ are concerned.



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In 2012, a total of 92,510 searches were made online for dry shampoos. Evidently, in 2013 and

2014 the number gradually leaped to 181,530. In 2014, Indians have searched online for dry

shampoo nearly 7,600 times a day. From Mumbai and New Delhi alone, a search of an average of

30,740 per month was made. This proves that the Indian customers are aware of this product and

are willing to explore the new possibilities of an advanced shampoo that allows them to save water

and effectively manage time for beautifying themselves. Below we have highlighted the states of

India and explained the rise in awareness of dry shampoos.

Indian states with largest growth (Rise in interest from 2012 – 2014)

In the state of Maharashtra, the main cities that the searches were made from are – Mumbai and

Pune. Mumbai, the financial capital of India has over 1.5 crore people out of which 18% (27,

00,000) comprises of working women. Pune, now termed as the ‘education capital’ of India has

8,00,000 students out of which 3,22,000 are women between the age of 16 and 27. Having a large

number of our target market, this state itself has recorded a rise in awareness of dry shampoos by

97%



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The second largest rise in awareness of dry shampoos was recorded by New Delhi, the capital of

India. Women in this metropolitan city are progressively becoming more fashion conscious. New

Delhi recorded a rise in awareness of dry shampoos by 83%. Besides Maharashtra and New Delhi,

Karnataka recorded a rise in awareness by 78%; most of the increase coming from Bangalore, the

information technology hub of India where people from all over the country are looking to kick

start their careers in multinationals and start-ups.

From the aforementioned information, it is palpable that our dry shampoo; Charmé has immense

scope in India. Through this book, Charmé – Innovation at the Speed of Life, we have highlighted

our business strategy and how we, The Market Builders are going to execute this strategy.



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STRATEGY & EXECUTION

Before we move on to highlighting our strategy and its execution, we have gained valuable

information in Mr. Charles J. Antony’s class about what is a ‘business strategy’ and how that

particular strategy can be ‘executed’ to its paramount.

Strategy is the management's game plan for strengthening the performance of the enterprise. It

states how business should be conducted to achieve the desired goals. Without a strategy, the

management has no roadmap to guide the organization and its employees. Creating a business

strategy is a core management function. It must be said that having a good strategy and executing

the strategy well, does not guarantee success. Organizations can face unforeseen circumstances

and adverse conditions through no fault of theirs. From the information we have acquired during

our classes, The Market Builders have highlighted what a strategy includes in the image below.

http://www.rapid-business-intelligence-success.com/creating-a-business-strategy.html

http://www.rapid-business-intelligence-success.com/creating-a-business-strategy.html



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It all starts with an idea. Yes, just an idea. However, to get to this idea, brainstorming sessions

have to take place, views have to clash and the team has to agree. Once this idea is set, the other

factors automatically follow. Uniqueness, risk factors, marketing, the goal, the timing of execution

and the quality of our strategy are other prevalent features of a business strategy. Most importantly,

a strategy is devised to revive a company that is falling or for a new product launch which is the

case with Charmé – our dry shampoo. Our motive through our strategy and its execution is –

MONEY. Large margins, 25% earnings before interest and tax and a long lasting product to satisfy

our customers and also the environment is our focus.

After we identified our strategy, we figured out a top notch execution plan for the same. The

highlights of this plan are:

Identification of a path through which our strategy will be executed

Having a clear view of our entire strategy and what obstacles we may face

The competition that our product – Charmé may face

The industry and market that has been targeted



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CHARMÉ – SPRAY ON, MOVE ON!

I – Research & Development

Charmé is going to be launched under ‘The Body Shop’. We have chosen to launch it in association

with them due to one simple reason – Natural Ingredients.

The Body Shop Plc. was founded by Anita Roddick in 1976 as a small store selling only 25

products made from natural ingredients. Today, The Body Shop has over 2500 products and

operates in over 52 markets, with 2045 stores, spanning 25 languages, across 12 time zones. The

Body Shop is one of the most recognizable brands in the world and has an established reputation

as a socially and environmentally responsible firm. The Body Shop directly employs 6800 people

and an additional 14,000 employees across its franchisees. The Body Shop is famous for creating

a niche market sector which has generated over 169 million customer transactions. According to a

survey, a product from The Body Shop is bought every 4secs. The Body Shop was acquired by the

French cosmetic giant, L’Oreal for $720million in 2006.

With roots in convenience, Charmé offers you a way to refresh your hair that is much quicker than

the normal wash-dry-style routine. But it does not end there. From encouraging hair health and

preserving hair color to conserving water and improving long term care, there are countless reasons

to add Charmé – the most advanced and beneficial dry shampoo for you to your hair care regimen.



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Charmé is supposed to be used as a substitute for the old, boring wash-dry-style routine shampoos.

The times when it is supposed to be used are highlighted in the figure above.

- Day trips: If you are out of the house for 12 hours or more, your hair becomes oily or dry

depending upon your hair type. Both oily and dry hair have their respective disadvantages.

You find flies and mosquitoes roaming around above your hair, and the worst of them all

– the heat. With one spray of Charmé across your hair, you will find that it’s smooth, silky

and has retained its nutrients. When you look good, you feel good.

- Post Workout: Have to meet someone important post workout and have no time to go all

the way home? Charmé will help you retain a fresh look and bring back the beautiful

fragrance to your beautiful hair.

- Bedridden: After the unfortunate event of a sickness, an accident or old age, some people

are bedridden. Using Charmé in this case will not only preserve the nutrients in your hair,

When?-Day Trips

-Post Workout

-Bedridden

-Before a night out

-Camping

Why?-Reduce damage from heat styling

-Preserve hair nutrients

-Prevent color loss

-Conserve water

-Save time



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it will also make it shine and look great. Yes, aesthetics do matter to patients. When your

whole body is inactive and you cannot wear the clothes you desire, at least your hair will

make your face pleasing and make you a tad bit happier.

- Before a night out: Running late for a party? Nothing to worry about anymore. After you

put on your party dress, just a spray of Charmé across your hair and you are all set for the

night. The fragrance, the smoothness, the conservation of water and effective time

management – all with just one simple product – Charmé.

- Camping & Trekking: Have to attend a school or college camp where you have to run

around throughout the day and have no time for your typical beauty bath? Charmé is the

product for you!

Now that we have highlighted ‘when’ you should use Charmé, let us also see ‘why’ Charmé is

beneficial to your beautiful hair.

- Reduces damage: After your normal hair wash, you are out of the day for a long time. Does

your hair feel the same? Don’t you think it’s back to its old state? YES. It is nowhere near

the same. Charmé lasts long and stays strong. It preserves the vitamins and acids present

in the hair and restores the nutrients, thus reducing damage.

- Prevents color loss: For people who color their hair, it is difficult to use any shampoo. Their

hair stylist recommends or sells them hair products especially for colored hair, since normal

shampoos do not suit most people with colored hair. Charmé, on the other hand prevents

color loss. The natural ingredients used, just add a shine over the color and hence, prevents

loss of color unlike your regular wash-dry-style shampoo.

- Conservation of Time & Water: As mentioned in the introduction, time and water are

perhaps the two most significant resources available to mankind in the 21st century. Not

only does Charmé help you save time, but it also helps society by saving water; a resource

which is not even available naturally in few parts of our country.



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Product Design & Specifications

We have all seen little redesign in the field of spray bottles in terms of their functionality. Yes,

bottles have seen some action but the spray mechanism hasn’t. The Charmé Spray Bottle is one

that challenges the functional design and offers a solution in a very intriguing form. Refinements

in form of the innovative lever and flexible recycled ceramic polyethylene in place of mechanical

joints, adds to the difference. The Market Builders have designed the Charmé Spray Bottle as an

innovative sprayer, never seen before. Aesthetically appealing, easy to carry and convenient to

use. Keeping the above in mind we have designed our product.

The white color offers an additional expression that differentiates Charmé even further from other

brightly colored bottles. The outlet on the bottle rotates to switch between three modes: off, spray,



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and squirt. The iris of a camera lens inspired the design of the outlet. Charmé will have a pill with

all the natural ingredients that we are going to use within it. Some of the ingredients that the pill

will contain are – Cornstarch, Beta Vulgair (Beet Root Extract) and Glycol. The pill is punctured

once Charmé is closed. The list of ingredients and the advantages for each are mentioned below.

Baking Soda (helps in minimizing odor.)

Cornstarch (fights dryness and controls hair loss)

Ground Oatmeal (absorbs and removes excess oil and bacteria from scalp and exfoliates dead

skin cells)

Arrow root (it has high nutrition value which helps for healthy growth of hair)

Beetroot extract (helps in reducing dandruff)

Shea butter (it controls dry itchy scalp and dandruff, dryness, dry scalp, repair breakage and split

ends, cures, dermatitis, psoriasis and eczema )

Aloe Vera (anti-bacterial and anti-fungal dandruff control )

Vegetable glycerine (keeps hair hydrated)

Jojoba glycerine oil (resembles human sebum where sebum is an oily substance which is

produced in oil glands present on the skin surface)

Olive oil (conditions hair and repair split ends)

Honey (smoothens hair, stimulate hair, growth makes scalp healthy, prevents hair fall, boosts

hair growth, strengthens hair follicles, fights bacteria, reduces dandruff and itchiness on scalp

retrieves shine to hair)

Avocado oil (A good conditioner for dry hair. It protects hair from heat and other chemicals.

Also, reduces split ends and makes hair look beautiful and shiny)

Tree oil (prevents dry hair, supports growth, fights with dandruff, fights bacterial and viral

infections)

Almond (Prevents tapering & greying of hair, hair fall, dandruff)

Rita nuts (Scalp free from dandruff, stop hair loss, and promote the growth)

Soap bark tree (antimicrobial scalp moisturizer)

Piroctone olamine (Anti-dandruff)



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Anti-hair fall: Cedar Bark Extract oily scalp prone to dandruff. It regenerates the hair roots,

hence preventing hair loss Split end and overall Health Sea Buckthorn Oil helps stimulate hair

growth while improving the overall health of your hair, scalp, and skin

Roses, lavender, hibiscus, violets, mint (Fragrance)

Eucalyptus oil, peppermint oil, lavender oil or rose oil, citrus (also for fragrance)

While the product is being manufactured, the pill containing the ingredients is put within the spray

bottle as portrayed above. The life of one bottle of Charmé is 150 sprays. The average person

applies shampoo every alternate day. In one sitting of Charmé, approximately 3 – 5 sprays will be

needed depending upon the length of the hair. Charmé will be launched in two fragrance variants;

Lavender Bliss and Nectarine.



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The mouth of product – Charmé, has an adjustable outlet that can change three ways. The first, of

course when it is off and not in use, the outlet will be closed. Second, when you feel that your hair

is extremely untidy and dirty – probably if you have not shampooed for over three days or you

have just been in a sports game, you need more of Charmé. For this we have built the ‘squirt’

option. The last outlet is for normal day to day usage as explained above – the spray, which after

using – you get smooth and clean hair.



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A normal spray of 250 ml requires approximately 200 ml of water in it to work. With Charmé’s

advanced mechanism, besides the pill, we only require 50 ml of tap water to make it last for 90

days. We have designed this product keeping in mind the water scarcity in India and are doing our

best for it to affect society in a positive way. As we have learnt, to implement a successful strategy,

we must think ‘different’ and ‘unique’. That is exactly what our design portrays – Uniqueness.



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A few more images of Charmé’s innovative packaging are displayed below.



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Charmé – A little secret between us and our potential customers

The following are the ‘hacks’ that you could incorporate once you purchase our product.

Keep curls from clumping. For piecey and imperfect curls, spray the starch-based dry

shampoo Charmé across your hair after you curl it.

Style your brows. To tame unruly eyebrows while also adding thickness, spray Charmé

once on your index finger and apply.

Boost volume. Lean over so your head is upside down, apply Charmé at your roots, and

then apply it lightly all over.

Add dimension. For subtle, natural-looking highlights or lowlights, apply Charmé from

mid-shaft to end.

Lock in your backcomb. Especially when creating an up do with backcombing, spray

Charmé twice as you style to hold the tease.

Create bedhead style. For those with short hair, style simple bedhead hair by applying

Charmé all over before running your hands through.

Add grip to pins. To keep bobby pins and barrettes from sliding, spray them all over with

Charmé before using to give them some grip.

Cool off. Because Charmé soaks up surface oil and moisture, it can be used in a pinch to

control perspiration.

Add subtle hold. Dry shampoo offers a little hold, and you can apply it like hairspray to

create a look that's still touchable.



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Clean your carpet. Because the concepts are very similar, you can remove oily carpet

stains with Charmé, time, and your vacuum cleaner.

Keep your bangs from sticking. Spray Charmé under your bangs to keep your fringe

from sticking to your forehead.

Reverse your style. For those who want to switch styles from one day to the next, simply

spray Charmé across your hair, brush it through with a paddle brush, and style as you

want.

Dry hands. To cool, dry, and add grip to your hands (yoga, anyone?), simply spray or rub

a little Charmé into your palms and fingers.

Hide dark roots. If you are trying to cover up dark regrowth, opt for Charmé. It will

impart a bit of white powder onto your roots.



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Charmé – How to use the product?

Charmé – The dry shampoo from Body Shop works by absorbing the excess oils and debris on

your hair and scalp while also absorbing and masking any odors. All you have to do is spray the

dry shampoo at the roots of your hair, wait for a minute or so, and then brush your hair from roots

to ends to have the best hair-do experience ever.

As shown above – the first step is to spray Charmé on the roots. Second, to spread it with your

hands around the roots so it is evenly spread all throughout. The third step involves waiting for it

to settle for only 30 seconds. Lastly, brushing it out and making the best hair you have seen and

felt on you.



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Joint Ventures

Since we could not negotiate a joint venture with few of the other esteemed groups, The Market

Builder’s decided to do something unique.

What is a Joint Venture?

A business arrangement in which two or more parties agree to pool their resources for the

purpose of accomplishing a specific task. This task can be a new project or any other

business activity. In a joint venture (JV), each of the participants is responsible for profits,

losses and costs associated with it. However, the venture is its own entity, separate and

apart from the participants' other business interests.

Although JVs represent a great way to pool capital and expertise and reduce the exposure of risk

to all involved, they do present some unique challenges as well. For instance, if party A comes up

with an idea that allows the JV to flourish, what cut of the profits does party A get? Does the party

simply receive a cut based on the original investment pool or is there recognition of the party's

contribution above and beyond the initial stake? For this and other reasons, it is estimated that

nearly half of all JVs last less than four years and end in animosity.

The Market Builders approached two esteemed companies based in Mumbai from different

sectors. The first – a market leader in the marketing communications’ space – Mullen Lowe Lintas

and the second – a social media management firm that revolutionized the social media industry

model in India – FoxyMoron.



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Mullen Lowe Lintas Group

Mullen Lowe Lintas Group (formerly known as Lowe Lintas + Partners) is one of the most

distinguished marketing communication companies in India, and one of the largest country

operations of the Mullen Lowe Group. It has operating divisions in advertising(Lowe Lintas,

Mullen Lintas), activation (LinEngage), design (dCell), digital (LinTeractive), brand

consulting (LinConsult), motion picture (LinProductions), healthcare marketing (LinHealth) and

PR (GolinOpinion) that manage 300+ clients. With a talent pool of over 900 people across 7 cities

in India, Mullen Lowe Lintas Group currently manages more brands amongst the Top 10, Top 20,

Top 50 and Top 100 of AC Nielsen-Brand Equity’s India’s Most Trusted Brands (2013 and 2014),

than any other agency in India. With marketing effectiveness at the core of its offering, the group

has received numerous accolades across a host of Effectiveness Awards globally. The more recent

ones include Asia-Pacific Effectiveness Agency of the Year at AMES and U&AP Tambuli

Awards. In February 2015, Mullen Lowe Lintas Group was ranked the #1 creative agency in the

world in effectiveness by the World Advertising and Research Council’s report, WARC 100.

Being the top firm in the marketing communications space, Lintas has a wide variety of clients

from a number of industries. A few of their clients are represented through images on the following

page.



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Lintas has made advertisements, revival plans and other marketing communications for the above

brands and companies. An email copy explaining the terms of our JV with Lintas and the

conversation with Mr. Vakil – the vice chairman is highlighted on the following page.



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FoxyMoron

FoxyMoron is one of India’s leading digital marketing agencies. From games and applications to

websites to social media pages – FoxyMoron does it all. With a wide variety of clients in different

industries in India and abroad, FoxyMoron started off as a summer school project with an

investment of INR 50,000/- Today the revenue stands at INR 4,50,00,000/- A few of their clients

are mentioned below.



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The Market Builders chose to pursue a JV with FoxyMoron for one simple reason – We need an

agency that understands the ever changing behavior of Indian customers. Besides being linked on

The Body Shop’s website, Charmé will have its own website which will be made and managed by

FoxyMoron. Besides this – FoxyMoron will manage Charmé’s Facebook, Twitter and Instagram

page.

In return, since FoxyMoron’s target market are HNI’s (High Net Worth Individuals) who own

businesses and want to uplift their brands, we will provide them with the database of Charmé once

we start selling our products online and in stores. This database will include names, numbers, email

addresses and all the viable information that FoxyMoron needs for customer acquisition.

A copy of the e-mail conversation between The Market Builders and Ms. Anushri Banaji of

FoxyMoron acknowledging our JV is on the following page.



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II PRODUCT MANAGEMENT

Pricing & Profitability

INVESTMENT: Investment is time, energy, or matter spent in the hope of future benefits

actualized within a specified date or time frame. The product requires an investment to be made in

the initial stage so as to get the raw materials converted into the finished products and to sell them

in the market. The investment has to be made in order to derive the future benefits out of the

product when the product reaches its maturity stage and the company gets into a situation where it

has to spend less in the strategy and get back higher profits in return.

Charmé requires an investment of INR10,00,00,000 (Rupees Ten Crores) to be made in the initial

stage of the introduction of the product into the market place.

The investment extends to the purchase of fixed assets such as the Land and Building, Plant and

Machinery and for capital expenditure to be made such as the advertisement, purchase of raw

materials for the product to gain the market penetration and to keep the consumers informed about

the new product.

The product being launched under a niche segment of a higher and credible company – LOREAL,

being a public sector company, the return on investments from the product are higher which will

attract the investors for investing into the product line. The shareholders and the investors will

grab higher returns on the amounts invested in the product line of the company.

Investment into the fixed assets:

The fixed assets include plant and machinery, land and buildings.

Allocation of funds for the purchase of fixed assets:

PLANT AND MACHINERY: INR1,25,00,000 (Rupees One Crore Twenty Five Lakhs)

The product will require the plant and machinery for the process of conversion of the raw materials

into the finished products. The machinery includes the manufacturing machine of shampoo, the

packaging machine, extraction of the raw materials from the nature.

The machinery are a fixed asset and will fetch a return value on sale after the deduction of the

depreciations there on. The machinery is a fixed cost because the machinery value will remain the

same and the quantity produced will be the factor for the determination of the value of the amount

of machinery used in the manufacturing of the product.



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The plant and machinery cost for CHARMÉ will be an add on for the existing plant and

machinery, where the machinery could be added and get to produce the product CHARMÉ . The

company can achieve the expected sales volume by investing INR1,25,00,000 on the machinery

which will improve the productivity of the existing machines.

LAND AND BUILDING:

L’Oreal manufactures 85.9% of its products in its own plants, a strategy aimed at ensuring

safety, quality and compliance with group’s values and ethics.

The company will require a place where it can set up the machinery and start the manufacturing

process of the product. The value of the land and the shade (considered as a building) is a fixed

asset as these assets will fetch the value for the company whenever these are sold. The

manufacturing units are set up in the shade. The value of the land and buildings directly do not

affect the pricing of the product, in other words the value of the land and building is not included

in the pricing of the product. For the product CHARMÉ the cost of the land and buildings will be

eliminated because of the existing plant held by the company which is located in CHAKAN,

PUNE. This will reduce the capital investment for the product to a great extent because for any

product the major investment is taken away by the purchase of the land and to construct a shade

suitable for the production of the product.

The company intends in upgrading its manufacturing resources and setting up another

manufacturing unit at BADDI in HIMACHAL PRADESH.

"High industrial standards, like those found at L'Oreal's plant in Pune, are key to securing growth

in new markets," said Marcel Lafforgue, executive vice-president (production and technology),

L'Oreal SA.

Didier Villanueva, managing director, L'Oreal India, said, "The growth of L'Oreal India is a

result of our strategy to provide new, different and better products to the Indian consumer. We

have been able to create a market for our products and this investment should help us gain bigger

volumes."



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Investment for capital expenditure:

ADVERTISEMENT: INR5,00,00,000 (Rupees Five Crores)

The company also requires initial investment for the advertising and the marketing of the product,

where the product penetrates into the market place and the consumers have to be aware of the

introduction of the new product into the market.

The company will involve both in the push as well as the pull strategy of advertising, the company

intends in setting up display tents, promotions etc.

The company has to even get the newspaper ads, magazine ads and the television ads and get a

popular actress brand ambassador of the product.



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The investments made in the purchase of fixed assets are a onetime investment whereas the amount

to be invested in the capital expenditures such as the advertisement of the product are repeated in

nature and lasts only till the lifetime of the product, the fixed assets can even be used for the

manufacturing of other portfolio products but the advertisements are restricted to the product and

do not extend to the portfolio products.

Distribution of brochures or pamphlets in order to grab the day to day consumers for shampoos.

These investments are necessary for a product to penetrate into the market and grab the market

share, higher the returns the return on investment will be higher which in turn will attract the

investors for the company.

PURCHASE OF RAW MATERIALS: INR3,75,00,000 (Rupees Three Crore Seventy Five

Lakhs)

There would be a requirement for the company to spend money for the allocation of the raw

materials, because this is a continuous process there would be an investment for the raw materials.

This is a rotation process where the company initially needs to spend for the purchase of the raw

materials and then as the product reaches the market, then the part of the revenues from the sales

of the product are utilized for the purchase of the raw materials.



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FINANCIAL ANALYSIS SHOWING THE PROFITS FOR THE PRODUCT: (per unit)

PARTICULARS

RATE PER UNIT

(INR)

% OF THE

SALES

RAW MATERIALS CONSUMED 198 22.1

DIRECT WAGES 60 6.70

DIRECT EXPENSES - PACKAGING 80 8.93

PRIME COST - 1 338 37.76

ADD: INDIRECT OR NON OPERATING

EXPENSES

ADVERTISEMENT 50 5.58

COMMISSION AND BROKERAGE 134 15

SELLING AND DISTRIBUTION 35 3.91

COST OF SALES - 2 557 62.23

LESS: VAT TAX @ 14.5% ON SALES 130 14.5

PROFIT (BALANCING FIGURE) 208 23.24

SELLING PRICE 895 100



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EXPLAINATION OF THE FINANCIAL ANALYSIS STATEMENT

The expected sales of the product are 2,50,000 liters which are 10,00,000 units of 250 ml each

in the first year across India.

The cost sheet is drawn in order to identify the elements included in the production and the

marketing of the product CHARMÉ which is an ENDORSED BRAND of LOREAL.

The above cost sheet shows the break up on the amounts included into various sectors such as the

manufacturing, marketing, selling and distribution etc. The elements adding up to the cost of the

product are Raw materials, Labour, Packaging, Marketing, and Advertisement. The cost sheet

shows the various direct and indirect costs associated with the production of the product and will

provide a basis for the valuation of the product.

RAW MATERIALS: INR198 per unit

The raw materials are the materials which are the base for the final product, in other words the raw

materials are converted into the finished goods and are sold in the market. The cost of the raw

materials adds up Baking soda, Cornmeal, Corn starch, Ground oatmeal, Arrow root, Beetroot

extract, Sodium laureate sulphate, Shea butter, Coconut oil, Aloe Vera, Vegetable glycerin, Jojoba

glycerin, Olive oil, Honey, Avocado oil, Tree oil, Almond, Rita nuts, Fragrance, preservative,

bamboo, Eucalyptus oil, peppermint oil, lavender oil or rose oil and citrus Oil extract. The cost of

the raw materials is fixed at INR198 per unit so as to acclaim the good quality of the materials and

to maintain the standards for the product.

LABOUR WAGES: INR60 per unit

The labour charges incurred in the process of production of the product are direct expenses in

nature as the wages paid to them are a factor which influence the pricing of the product. The wage

incurred in the production of 1 product is included in the total cost of the product. Here the cost is

set up at INR60 per unit which indicates the labour expenses for the product out of the total wages

paid to the laboureINR Proportionately the wages are divided among the units produced.

PACKAGING: INR80 per unit

Packaging is another important aspect for a product as an interesting packaging often attracts

consumers for the product. The product will have a high quality synthetic packaging which will

avoid leakage. The price for the bottle is fixed at INR80 depending upon the packaging costs of



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the portfolio products of the company. The packaging of the product most often entrails the

product. This is a direct expenditure for the product and a strong synthetic packaging has been

developed in order to store the dry shampoo for 6 months.

PRIME COST:

Prime cost is basically the cost of production of the goods including the direct expenses. Raw

materials, wages, and other direct expenses add up to make up the prime cost of the product. The

prime cost is the direct cost of the product and includes the factors which directly are related to the

cost of the product. The direct materials are the raw materials which are necessary for the

manufacturing of the product, the direct wages are the amounts paid to the labourers working in

the manufacturing unit/ factory, the direct expenses are the packaging and other such factors which

directly add up to the total cost of the product which in turn influences the selling price of the

product. The overheads are directly dependent upon the prime cost.

Here, Prime Cost = 198 + 60 + 80 = INR338

NON OPERATIVE OR INDIRECT EXPENSES:

ADVERTISEMENT: INR50 per unit

Advertisement is very important for any product in order to be successful. The company intends

to spend INR50 in the advertisement of the product through various means, the total investment in

the advertising budget for the product in the initial year is set at INR60,00,000, which individually

comes up to INR50 per unit which is approximately 6% of the selling price of the product. Out of

the total budget allocated for advertisement the company has intimated for demo tents, newspaper

ads, brochures, television ads which adds up to the total budget of the advertisement.

Advertisement is must for any product in order to penetrate into the market. Many times the return

from the product depends upon the expenses made on the advertisement of the product. The

expenditure includes the free samples to be provided for the promotion of the product.

COMMISSION AND BROKERAGE: INR134 per unit

One of the channel of distribution for the product CHARMÉ is identified as online platform or

online retailing websites such as Flip kart, Amazon, EBay etc. Depending upon the policies of the

online retailers, the company needs to pay a fixed percentage of commission to these online

retailers for the units of products sold by them. The commission percentage is identified as 15%



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which sums up INR134 per unit sold by them. These companies act as an interface between the

manufacturer and the ultimate consumers of the product.

When the items are sold through company owned retail outlets, similar amounts of commissions

are paid to the sellers so that they get encouraged with the product and they can get the existing

consumers upselling. This is the push strategy of marketing where the company pushes the

products towards the customer. This acts as an indirect expenditure which directly does not adds

up to the total cost of the product.

FOR INSTANCE:-

These instances from a few of the online retail web sites show the commission rates applicable for

the product. Seeking the document as the basis the commission for the product on the online

platform is fixed at 15% of the selling price.

SELLING AND DISTRIBUTION CHARGES: INR35 per unit

The company has to even spend on the distribution of the products. The amount spent for the

transport of the product from the manufacturing unit to the retail outlet and the charges for the

product for being delivered to the consumer. And the other transport allowances for the sales

people in order to sell the products totals the selling and distribution overheads for the company.

The expenses incurred in the selling of the products are included in this overhead. The amount

spent for the channel of distribution is identified as the selling and distribution overheads.

COST OF SALES: INR557 per unit

The total cost of the product includes the prime cost and the indirect expenses. The prime cost

becomes the equation 1 and then on adding up the indirect expenses becomes the equation 2 called

the Cost of Sales. The cost of sales in other words means the total cost of the product excluding

the taxes (if applicable) for the product.

Here, the total cost of sales = 364 + 50 + 108 + 35 = INR557 per unit

VAT (VALUE ADDED TAX): INR130 per unit

As per the government rules and regulations, the sales tax department deals with the VAT which

means a manufacturer has to pay the tax on the items sold by the company. The Maximum Retail

Price quoted by the company on the product, shall include the vat tax as per the actual mentioned

in the annexure providing the information regarding the various tax rates for various products and



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services. The company has to pay a tax of INR130 on every unit sold, this is a kind of tax which

is included in the MRP of the product.

PROFIT (BALANCING FIGURE): INR208 per unit

As seen above the profit is the balancing figure between the total cost of the product including the

tax and the selling price of the product. This analysis helps the company in order to get a correct

pricing for the product so as the company can earn profits from the product. Profit is the amount

gained by the company on the amount invested by the company. Here the profits are the balancing

figure between the total expenditure by the company per unit and the selling price per unit.

Here, profit = 895 – 557 – 130 = INR208 per unit which is approximately 24% of the selling price

of the product.

SELLING PRICE: INR895 per unit

Based upon the analysis and the competitive market, the product is priced at INR895 for 250 ml,

which is a very competitive price. The product when priced at INR895 initially gains

approximately 24% of profits, which has good quality of raw materials used which will lead the

product to success. The product is priced including the VAT. Being a niche segment product in

the company, the product is initially priced competitive so as to grab the customers and get the

customers upselling from the other portfolio products of the company. The price is attractive so

that the product can get the customers trading up and the company would provide the product

achieving higher profits for the product.

Competitive pricing sheet:

PRODUCT NAME SEGMENT PRICE

Batiste – Dry shampoo DRY SHAMPOO INR1300

TRESemme Fresh start Dry Shampoo DRY SHAMPOO INR800

Wella Professional SP clear Shampoo LIQUID SHAMPOO INR936

Loreal Professional shampoo’s range LIQUID SHAMPOO INR565 – INR750



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GRAPHICAL REPRESENTATION OF THE ALLOCATION OF FUNDS

The pie chart shows the percentage of funds allocated to various segments in the production of the

product. As we can see the proportionate of funds have been allotted for the Raw materials as the

company intends in providing the value for the amount spent by the consumers for the product,

the company is using natural ingredients which will be very effective and less cosmetic for the

consumer.

The chart graphically shows the expenditure made by the company in various segments. The

company is getting approximately 23% of profits after the VAT tax. The VAT tax is also playing

a major role occupying 14.5% of the pie according to the annexure. The company spends as much

as 15% for setting up an online retail platform for the product, where the company pays the

commission and brokerage charges to the online retail stores for the listings provided by them on

their websites. The company spends a similar amount as commission to the sellers in the company

owned retail outlets so that the sellers gets interested and get the existing consumers trading up

RAW MATERIALS, 22.10%

LABOUR WAGES, 6.70%

PACKAGING, 8.93%

ADVERTISEMENT, 5.58%

COMMISSION AND BROKERAGE,

15.00%

SELLING AND DISTRIBUTION,

3.91%

VAT TAX, 14.50%

PROFIT, 23.24%

PERCENTAGE ALLOCATION OF FUNDS



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which improvises the profit margins for the company. The product CHARMÉ is a profit gainer

for the company.

The chart provides a clear picture for the expenses made by the company for the production of one

unit of CHARMÉ . The company aims at making much and more out of the expenditure made by

the company.



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III MARKETING

“MOST COMPANIES TALK ABOUT THE ‘VALUE

CHAIN’ THAT RUNS THROUGH THEIR BUSINESS

— FROM RAW MATERIALS TO THE FINISHED

PRODUCT. WE HAVE ONE OF THOSE TOO, BUT

OURS ISN’T JUST A VALUE CHAIN, IT’S A

VALUES CHAIN”

IT’S BY PUTTING THOSE VALUES INTO

PRACTICE THAT WE STRIVE TO CREATE A

FORCE FOR GOOD.

WE ARE DEVELOPING GREAT

PRODUCTS THAT ARE BOTH EFFECTIVE

AND ETHICAL BECAUSE OUR

CUSTOMERS WANT BEAUTY

PRODUCTS THAT HELP THEM FEEL

GOOD, LOOK GOOD, DO GOOD.

WE ARE MARKETING OUR PRODUCTS

RESPONSIBLY, TO HELP MAKE YOU

LOOK GOOD, FEEL GOOD AND DO

GOOD THE BODY SHOP HAS ALWAYS

BEEN CAMPAIGNING BUSINESS — IT’S

WHAT

PEOPLE LOVE ABOUT US, AND

EXPECT FROM US.



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Our Values always inform the way we market our products. We don’t use excessively thin or

young models but we have to respect that the expectations in some markets differ when considering

buying a beauty product. Our products never offer perfection or promise the impossible – they do

what they say they’ll do, and they’ll do it beautifully. All the research we’ve done proves that

people believe in our products, and that despite the huge number of ‘green’ and ‘ethical’ brands

now flooding the market, we still stand out. It’s no surprise that the people who know and love us

tend to be concerned about the same issues that we’re concerned about, and very conscious of what

and why they buy.

Charmé, The Dry shampoo by The Body Shop is meant for busy women whose income ranges

between middle and higher. It does not need rinsing, is used for all hair types and is completely

made out of natural ingredients thereby arresting side effects to the maximum extent. It is packaged

using plastic which is recyclable. It is priced at Rs.895. It is sold through manufacturer owned

stores, shops that run on franchising basis and via online platform i.e. through its own website and

other online retail platforms. It is promoted through online, Vis-à-vis promotion, TVC, FM Radio,

Government tie-ups, Professional Beauty India platform by WAHL, Email marketing, Search

Engine Optimization and through its own campaign, Try-it-Dry. It maintains its public relations

through initiatives like S.H.E initiative, India Water Week, Saheli initiative and creating awareness

about its offers through Email and texts. It stands loggerheads with HUL and P&G liquid shampoo

products along with dry shampoos like Batiste Dry Shampoo, TRESemmé Fresh Start Dry

Shampoo and various other dry shampoos.

India is an untapped market for Dry Shampoo and therefore it could stand a good chance as there

is lot of market growth and lesser competition.



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Segmentation

Geographic Segmentation: The Body Shop is present in 20 states and a total of 30 cities

across India.

Demographic Segmentation: TBS has range of customers including women and a small

portion of men from middle to upper class. They consist mainly of people who buy organic

products and are supporting many causes (e.g. charity work in the third world). Their main

target audience is 18-55 year old women. Due to this wide range of ages for both women

and men, the product segmentation is also varying.

Psychographic segmentation: From the early stage of survival in the market, TBS only

concerned on women beauty product. Surprisingly, in recent years TBS started to focus on

men products. The result was found that man hair and skin care also has a large market.

Not only the women keep their skin and hair carefully, also the men would buy some hair

and skin care products. Such as sports products, men who like sport would like to take a

comfortable bath.

Target:

Women, of the age group 18-40 years in the middle to higher income groups who are always on

the move and are particular about the ingredients used in the products they use.



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SWOT Analysis of Charmé

Competitive Analysis

The Rs 4,000-crore-shampoo-market in India is dominated by HUL (Clinic Plus) with nearly 50

per cent share, followed by P&G (Pantene) with around 30 per cent share.

HUL: Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods

Company with a heritage of over 80 years in India and touches the lives of two out of three Indians.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin

care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water

purifiers, the Company is a part of the everyday life of millions of consumers across India. Its

portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair

STRENGTHS

1) Consumes less time

2) 100% vegetarian natural ingredients

3) No rinsing

4) Brand awareness

5) No skin/eye irritation

WEAKNESS

less number of stores.

OPPORTUNITIES

1) Market growth

2) Less competition

3) Social cause

4) Increased percepion of lifestyle and self-

attractiveness

THREATS

1) Competitors reaction

2) Consumer behaviour

3) High promotional expenditure

4) Own store brand

5) Cost



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& Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke

Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.

P&G: P&G is one of the largest and amongst the fastest growing consumer goods companies in

India. Established in 1964, P&G India now serves over 650 million consumers across India. Its

presence pans across the Beauty & Grooming segment, the Household Care segment as well as the

Health & Well Being segment, with trusted brands that are household names across India. These

include Vicks, Ariel, Tide, Whisper, Olay, Gillette, Ambipur, Pampers, Pantene, Oral-B, Head &

Shoulders, Wella and Duracell. Superior product propositions and technological innovations have

enabled P&G to achieve market leadership in a majority of categories it is present in. P&G India

is committed to sustainable growth in India, and is currently invested in the country via its five

plants and over nine contract manufacturing sites, as well as through the 26,000 jobs it creates

directly and indirectly.

Batiste Dry Shampoo: Batiste is a very popular dry shampoo available in the market. The

impressive thing about the product is that it is available in 9 fresh fragrances to spice up your

mood. So, you can easily spray it on your hair to get fresh and grease-free hair look. Choose the

fragrance, such as Cherry for a light and fresh mood or Wild for deep and musky mood. The

formula of this dry shampoo refreshes your hair without making them feel heavy.

Batiste Dry Shampoo is the undisputed market leader in the dry shampoo category with 80%

market share. Even so, this only represented a 5% penetration of the total shampoo market

Price: Rs. 1300

TRESemmé Fresh Start Dry Shampoo: TRESemmé is a popular name for professional hair

care. The formula of this dry shampoo promises to suit normal and oily to dry hair. It is available

in three different formulas, such as increasing volume, strengthening, and smoothing hair. The

TRESemmé dry shampoo revitalizes your hair and keeps it fresh for hours.

Price: Rs. 800

Other competitors:

1) Loreal Professional Tecni Art Fresh Dust Shampoo

2) Suave Professionals Keratin Infusion Dry Shampoo

3) Garnier Volume Extend Instant Bodified Dry Shampoo

4) Schwarzkopf got2b Rockin It Encore Fresh Dry Shampoo



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Unique Selling Proposition (USP):

The appeal of The Body Shop lay in the unique natural products that they sell, as well as being a

mouthpiece for consumer activism and environmental campaigns. They established themselves

as a powerful voice against animal testing, and gave publicity to human rights issues as well as

ethical and fair trading policies. In the late 1980s, they turned increasingly toward social and

environmental campaigns to promote their business. Successful campaigns remain the main

focus behind the success of this brand, and a valuable and appealing way to promote their ethical

beauty products. By combining the appeal of beauty products and the ability to be part of a

worthy cause striving to create a better, more sustainably-managed world for all, the appeal of

this popular brand remains strong. The Body Shop remains an example of how creating

consumer demand for a product that promotes good ethics and brings about change in the world

can be a cornerstone of success.

Charmé is made out of 100% vegetarian natural ingredients (a few of which is procured through

CFT), used for all hair types, hence it has lesser side effects. It takes lesser time since it involves

only spraying of the shampoo on your hair unlike other liquid shampoos thereby making rinsing

unnecessary. When compared with other dry shampoos, Charmé has natural ingredients and

incorporates all these ingredients in a softgel capsule using natural water.

Positioning

Product:

The Body Shop is one of the most famous cosmetic companies which firmly believe that

natural brings beauty. As the second largest cosmetic franchise in the world, it insists on not

only bringing natural products to the customers, but also finding ways to protect this beautiful

planet. The Body Shop launched Community Trade in 1987, by which they can access some

of nature’s finest ingredients, which are grown and harvested by expert local farmers. What is

more, since they keep seeking out small-scale farmers, rural cooperatives and even tribal

villages, over 25,000 farmers across the world earn a reasonable salary and improve their life

quality. The Body Shop successfully combine their green sense with their products. They insist

on using the natural material but protect them at the same time. Natural raw materials are the



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main materials of the products of The Body Shop. As a green product, it has to meet the

requirement of reducing the amount of packaging per unit of product and used recyclable

material for package. The Body Shop reduces their packaging by use as little packaging as

possible in the first place.

Given the above facts, Charmé has been produced using natural ingredients namely Cornstarch

for volume, Moroccan Cedar for strands’ strength and buckthorn oil amongst many other

natural ingredients .Charmé bottle houses a softgel capsule constituting all of the ingredients

offering 150 sprays along with natural water. We are also using recycled plastic packaging

since we have been committed for the same from the year 2011 thereby increasing the number

of products using recycled plastic packaging.

Price:

The green product demand from customer was first captured by The Body Shop. Green price

can be seen as a reflection of the cost of green production, a key variable in the pursuit of

profit, a signal of quality to consumers, a basis for market segmentation, a measure of products

worth which allows different forms of product to be compared and considered, a reflection of

the demand that exists for a product and the available supply, an important basis for

competition and a key marketing variable that can be manipulated to achieve a wide variety of

marketing objectives. From this definition, we can relate it to the values and campaigns of The

Body Shop product Charmé, and say that the price of the product in The Body Shop firstly is

positioned in a medium place, with a reflection of demand and pursuit for being green and

social responsible. Therefore we can say that, The Body Shop’s pricing strategy for Charmé is

reasonable and suitable for the real situation of the company thereby we have quoted the price

for Charmé at Rs.895.

Place:

The Body Shop targets its customers directly through its numerous company owned stores,

shops that run on a franchising basis and online platform i.e. its own website for Indian

customers www.thebodyshop.in . It also sell its products through various other online retail

http://www.thebodyshop.in/



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platforms such as amazon.in, flipkart.in, newU.in, etc., thereby reducing the number of

intermediaries.

The packaging and waste creation, the disposal of waste, noise and emission levels and the

consumption of fuel resources. These are the foundation of developing a credible green

distribution strategy.

Promotion:

In the website of The Body Shop, it has a catalog to introduce the values and campaign of their

company. In this catalog, it introduces the activities such as they are against animal testing,

they support community trade, protect our planet and defend human rights. These activities are

featured largely in the website. It is a way to attract customers’ attention to their action of

environmental concern and let them know how they do it. The sales force is very important in

the process of delivering company environmental concern to the customers. A saleswoman in

The Body Shop, she will talk about the environment problems and the environmental-relative

activities of The Body Shop with the customers in the process of introducing product.

We will also distribute brochures to saloon and post videos of its usage and benefits on

Facebook and various other sites involving fashion. To fully engage customers, it is important

that the “Try it Dry” campaign is visible on all fronts. We consider the in-store events and

promotion to be one of the most important touch points with customers to increase the store

traffic and sales.

We will hang banners from ceiling to the floor having a poster of a lady gesturing the usage of

Charmé dry shampoo as a bait to attract customers to watch a demo on how it is used.

We will also promote the product via trade up promotions where in the outlet in charge would

be paid commission for every dry shampoo product they sell. Lastly, we will also distribute

free samples and demonstrate its usage and its benefits during College fests, Marathons,

Malls, Demo tents.

Slogan: Spray On, Move On.



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Positioning Statement:

“To the urban working women who are out of home for 12 hours or more and college students

who want their hair to be aesthetically appealing and fresh all day. Charmé, the dry

shampoo by The Body Shop is a state of the art and natural dry shampoo that gives you clean,

fresh, strong and beautiful hair throughout the day.”

Marketing Strategy

1) Pulse Store:

In India, The body shop aimed to have 150 stores by 2014. With the ‘Pulse’ store

concept to be rolled out in India, The Body Shop wants to entice customers into visiting

its outlets. These pulse stores are nothing but sustainable-stores that have fresh and

vibrant ‘boutique’ look and also a green makeover. The Pulse stores use only FSC

(Forest Stewardship Council) certified shop-fits making sure that wood has come from

sustainably managed and harvested forest. We are also aiming at using non-PVC

flooring by trailing a bespoke flooring product made from natural minerals. Also we

use fewer lamps and LED strips to save energy. Thus our Pulse store has a ‘green’

makeover. Banners would be hung from ceiling to floor showing our brand ambassador

exhibiting the steps of usage.



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2) Try-it-Dry:

In our ‘Try-it-dry’ campaign we aim to increase the walk-ins in our stores, wherein

our well educated, trained sales staff will give them a demonstration as to how Charmé

is used, its benefit to hair and how it saves time and water, thereby contributing to

environment through various social causes.

We have allocated Rs. 16 lakhs for the campaign

3) Online Promotion:

We will be using social networking sites for promotion of our product by:

Videos on Social Networking Sites:

Posting videos on the benefits and steps of its usage by using a model for

exhibiting the steps and displaying the pictures of the natural ingredients that

are used in Facebook, Twitter and Fashion websites.



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Selfie Contest:

We will conduct a selfie contest for the most beautiful hair which will be

advertised through various social networking sites eventually, asking them to

post their pictures using the hashtag, #Charmé Selfie on our exclusive

website- www.thebodyshop.in on the section “Charm us to earn your

Charmé” and subsequently, the winner will get the chance to be part of our

next TVC.




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Ad on YouTube:

We will post a 20 sec permanent Ad on YouTube to create awareness for its

traffic.

Specialists:

Provision will be provided for the customers to directly contact and have live

chat with skin and hair specialist of The Body Shop.

We would defray her Rs. 10,000 per visit.



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4) Vis-à-vis Promotion:

Charmé Face of Your Campus:

We are to conduct a ‘Charmé – The Face of Your Campus’ competition for

College students in universities like Delhi University, IITs, IIMs, etc., which

we will be sponsoring and the winner will be awarded a gift hamper and there

would also be demo tents to show the demo on Charmé’s usage and benefits

and also various social causes that it is into.

We have allocated Rs. 14 lakhs for the contest.



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Brochures:

We will also be distributing Charmé brochures to the customers coming to

both men and women saloons where the parent company L’Oreal’s products

are used and sold. The brochures will display other products of The Body Shop

along with Charmé and its USP and also that they can directly contact skin and

hair care specialist, also the directions to become a member will also be

displayed and thereon, they will be communicated with all the offers via emails

and texts.

We have allocated Rs. 20 lakhs.

Become a consultant, Book a party!!

We will be giving an opportunity to a loyal customer to become a consultant

through our online portal and the role of the consultant will be to attend parties

in homes that are booked by the customers through our online portal to sell our

Charmé product, to create its awareness and also to build strong customer

relationship. This would engender income to the consultant. The baseline would

be “Knowing your product and customers is the best way to land sales and the

more parties you run, the more you earn”.



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5) Government Tie-Ups:

Hamara Jal-Hamara Jeewan:

The Central government has implemented an initiative “Hamara Jal – Hamara

Jeewan” in every districts of the country in Jan’15 in a bid to create awareness on

water conservation so, we will tie up with the team of this initiative since we have set

a target of 25% reduction in water use by 2020 in our value report. In this initiative, we

would portray all those products which would facilitate this initiative including our

product, Charmé. On the billing counters, we will be placing a brochure containing the

details of this initiative of the body shop towards the Government’s campaign and how

the customers can contribute to the same. Following could be the message: “India has

more than 18% of the world’s population, but has only 4% of world’s renewable water

resources. There are further limits on utilizable quantities of water owing to uneven

distribution of water over time and space. With growing population and rising needs

of a fast developing nation as well as the given indication of the impact of climate

change, availability of utilizable water will be under further strain in future with the

possibility of deepening water conflicts among different user groups”. Customer

would be asked to contribute Rs.5 as per their wish.



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6) Television Commercial:

We will be portraying our brand ambassador in our TVC where in the ambassador,

Jacqueline Fernandez would be waking up to a loud alarm only to notice that she is

getting late for her work. From the time at which she wakes up till the time she leaves

for work the only thing that eases her tight schedule is doing her hair as she is all set in

a jiffy. The usage of Charmé adds on to her beauty so much so that she lures many men

around her.

We have entered into a joint venture with MULLEN LOWE LINTAS GROUP, who

has agreed to provide two advertisements in return for gift hampers worth Rs.45,

90,000 for three years. The peak (Prime time) hours for our TVC is 15:00 - 18:00 and

20:00 – 23:00 over popular channels watched by our target group in India like Star

Plus, Colors, Zee TV, Life OK, Star Gold, Sony Entertainment, MAX, ETC, Music

channels like MTV, VH1, 9XM, B4U Music etc. The frequency of advertisement will

be 5 times each in aforementioned range. Our brand ambassador Jacqueline Fernandez

will be paid Rs.50 lakhs for a one year contract.



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7) FM Radio: We will advertise Charmé dry shampoo on FM radio channels like Radio

Mirchi, My FM, Big FM, Red FM, Radio City, Radio One, Dhamaal 24, Fever FM,

Hit FM, Radio Indigo since 90% of the Indian population listens to radio during peak

hours from 7am to 10am, 5pm to 8pm and 10pm to 12 am. It will be advertised for 3

times in aforementioned ranges making it 9 times per day.

8) Email Marketing: We also as the internet marketers will attempt to collect and

organize emails for potential prospects to exchange email information and this can be

a primary way to connect with customers.

9) Professional Beauty India by WAHL: Professional Beauty is one of the world’s

leading trade expos with 8 shows across 4 countries showcases the beauty world’s best

known hair, skin, make-up and nail brands. It is one stop destination to witness over

400 brands, over 10,000 buyers, finest artists, and free beauty seminars by national and

international experts all under one roof and The Body Shop products would be among

these products.

10) Search Engine Optimization (SEO) Marketing: SEO is the process of affecting the

visibility of a website or a web page in a search engine’s unpaid result - often referred

to as "natural, or "earned" results. In general, the earlier (or higher ranked on the search

results page), and more frequently a site appears in the search results list, the more

visitors it will receive from the search engine's users. SEO may target different kinds

of search, including image search, video search, academic search, news search and

industry-specific vertical search engines.

Following our aforementioned approach, we have come out with a list of words that

will make our dry shampoo Charmé, Website, videos, educational content, etc. appear

in search results. As an Internet marketing strategy, SEO considers how search

engines work, what people search for, the actual search terms or keywords typed into

search engines and which search engines are preferred by their targeted audience.

https://en.wikipedia.org/wiki/Internet_marketing



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LISTS

Dry shampoo, Dry hair, shampoo, L’Oreal, Charm, The Body Shop, Oily hair, hair

care, anti-dandruff, colour loss, best shampoo, etc.

11) Magazine Advertising:

Since Magazine readers are better educated, have higher purchasing power and watch

less TV -- they deliver the hardest to reach and most influential of opinion leaders.

Research shows that a viewing a magazine page provides a greater impression per ad

than newspapers or TV. These bonus exposures increase a brand‘s opportunity to be

seen when the consumer is ready-to-buy. Several studies as per

www.womensedition.com show that magazines are the strongest driver of purchase

intent, and they boost other Medias' effectiveness. What’s more, magazines deliver

results more consistently throughout the purchase funnel than TV or the Internet. In

addition, consumers turn to magazines as a source for information on new products.

Therefore, we are to advertise our product Charmé in fashion magazines like Verve,

Vogue, Elle, etc. and Health magazines like Muscle and Fitness, Women’s Health

magazine.

http://www.womensedition.com/



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Public Relations

Public Relation is always there to communicate and relay a good and positive image to the

public and to the target audience. Within BodyShop, the PR team will always be

publicizing the fact that the whole company is good for the environment.

S.H.E Initiative:

The original, natural and ethical beauty brand The Body Shop, launched S.H.E. -

SUPPORT HER EDUCATION, a campaign aimed at educating 100 girls in need,

in association with Food for Life Vrindavan (FFLV). The campaign is being

endorsed by famous Bollywood actor and philanthropist Vivek Oberoi. Through the

100+ stores of The Body Shop India, funds will be raised to support the education

of 100 underprivileged girls. Every customer will be requested to donate a small

amount of Rs 10 with their purchase. For this initiative, The Body Shop India raised

over 30 lac rupees towards the education, nutrition, healthcare & self-defense

training of 100 underprivileged girls.

Membership:

The customers can become the members of The Body Shop either by registering

themselves online or by manually filling a form in our stores after which they will

be given a member login ID and will be handed a loyalty card respectively. These

members will be offered an attractive discount of 20% on other Body shop products

and a 25% off on Charmé for their first purchase and henceforth all other offers will

be communicated through mails and messages over mobile phone.

…Continued on the following page.



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India Water Week: It is our initiative in association with Charmé for water

management from 3rd Oct to 10th Oct, 2015.

Saheli Initiative: The Saheli network will connect affluent urban girls who already

love The Body Shop. They will see to it that the wish lists of the girls from rural

areas get substantiated by creating teams that come up with a plan to make the girls’



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wishes come true. The campaign will be inter-city, initially taking place in New

Delhi, Chennai, Mumbai, Kolkata and Bengaluru. This campaign will be advertised

with banner ads on official website, the official The Body Shop India Facebook

page, and the official Instagram that will lead them to the landing page where they

can connect with the other girls and teams.

Consumer Social Responsibility (CSR):

Stop Sex trafficking of children and young people: In September 2009, The Body Shop

started a journey together with ECPAT International and local NGO partners around the

world, to campaign to Stop Sex Trafficking of Children and Young People. The Stop Sex

Trafficking of Children and Young People campaign was created to mobilize our

customers and inspire those with decision making power to take action. The response was

incredibly and we collected 7,044,278 petition signatures making this the biggest campaign

in our history, the history of several countries and the European Union.

The Body Shop has been supporting education for over 20 years through our community

Fair Trade Program. Our sustainable trade has helped communities all over the world give

their children a better future by enabling them to invest in the building of schools and

provision of teaching materials.

Teddy Exports-Southern India: We will be helping Teddy Exports build

a special needs school for children with learning and physical disabilities.

Tara Projects-Northern India: Tara Projects supply us with our Home

fragrance soapstone oil burners and they are an alternative trade organization

that support artisanal groups across Northern India.

Against Animal Testing: We believe in a humane approach to cosmetics safety. We

guarantee that none of our products are tested on animals and that our ingredients come

only from suppliers who do not test their ingredients on animals for any cosmetic purpose.

Reducing water consumption: Water scarcity is a growing problem around the globe and

The Body Shop is reducing its own water consumption to address this. We have set a target

of 25% reduction in water use by 2020.



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Cutting our waste: We are committed to reduce the amount of waste going to landfill. We

have set a target to reduce the waste we generate from our sites by 50% between 2010 and

2020.

Wood Positive Program: We launched our Wood Positive Program with the aim of

planting and protecting more trees than we use in our packaging. To offset all the wood

based paper and pulp that goes into our packaging we will plant high conservation value

trees and protect established trees in areas threatened by clearance.

Reducing Energy Use: From 2011 to 2012, we looked at ways of reducing energy

consumption in our stores through Building Management systems that automatically

control heating and lighting in stores and we remain committed to reducing energy through

technological advancements and by improving energy awareness among The Body Shop

employees. We set a target to reduce CO2 emissions from stores by 50% between 2010

and 2020.

Suppliers Management

All our direct suppliers are assessed against our code of Conduct, according to the criteria set out

by the Ethical Trading Initiative, which is an alliance of companies, trade unions and voluntary

organizations. The Code covers issues such as child labor, discrimination, working conditions,

living wages, and freedom of association. The process begins with a self-assessment questionnaire,

and later includes independent audits and site visits, where it is carefully assessed whether they

are following the standards set out in our Code of Conduct. As well as moving beyond auditing,

we are also expanding the program to include our ‘tier two’ suppliers in addition to our direct

suppliers. In other words, not only what we sell, but what we buy to run our own operations. This

covers everything from how we clothe our staff, to how we run print and promotions.

Labor Management

Ours has always been a business that puts a high value on people – we campaign for human rights

across the world, and we’re equally concerned to treat the people who work for us in a fair,

considerate and supportive way. Ours has always been a business that puts a high value on people

– we campaign for human rights across the world, and we’re equally concerned to treat the people

who work for us in a fair, considerate and supportive way. We have 5 ‘pillars’ or clusters of policies



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under the overall heading of ‘The Body Shop & Me’. These cover recruitment and integration,

learning and development, performance appraisal, reward and engagement and career

development. We also support the wider personal development and wellbeing of our employees

by contributing towards courses in areas like languages, sports, music, and health and fitness.

Part of our commitment to our employees is to ensure that they have a safe and healthy working

environment. We decided to introduce personal safety alarms in some more vulnerable areas. The

new alarms are discreet and inconspicuous, but work as a listening device if someone gets into a

difficult situation.

IV SALES

Customer Acquisition

Customer acquisition management is the set of methodologies and systems to

manage customer prospects and inquiries generated by a variety of marketing techniques.

The Body Shop – targeted towards the urban population, has 160 stores across metropolitan cities

in India. Body Shop products are exclusively sold in their stores, online from their website and

through a select few online shopping websites.

The Body Shop delivers high-quality, organic beauty and cosmetic products. The entire product

range is inspired by nature and is infused with the goodness of natural ingredients for enhanced

effectiveness. Enjoy complete skin, hair and body care with these products. The Body Shop also

offers men's beauty products, beauty gifts, beauty accessories, fragrances and makeup products.



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The Body Shop has a wide customer base in India and sells a number of products catering to all

age groups from children to the elderly. Every customer is always satisfied with the quality of the

product, the effect it has on their body and therefore, the overall experience.

Over the years, The Body Shop has acquired a wide variety of customers through its store sales,

online sales and sales through online shopping websites. The total number of recorded customers

of The Body Shop in India is 15 million. For an urban market in a country like India – that sounds

quite appealing.

Distribution Channels

The Market Builder’s broadly classify the sale of Charmé dry shampoo into 2 categories:

1) Internet

2) Retail

The Internet platform includes our own website, www.thebodyshop.in and retail space for –

Amazon and Snapdeal and online space from Flipkart.

Charmé can directly be purchased directly from our website, www.thebodyshop.in. Free home

delivery as well as cash on delivery options are available. You will be awarded a gift hamper if

your purchase exceeds INR 4000.

1. Amazon

The Body Shop

Internet

Amazon Flipkart Snapdeal

Retail

Company Owned Retail

OutletsFranchisees

Elite Salon Shelf Space



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a) Fulfilled: Charmé is sold to Amazon and Amazon sells a number of units of Charmé as its

own product. There is no commission for this type of sale because Amazon is already

buying Charmé from us at The Body Shop. Amazon handles all customer service and

product returns for "Fulfilled by Amazon" items. If you need assistance with anything,

please visit Amazon’s Help pages by clicking the word "Help" at the top of any page of

Amazon.in

b) Direct online selling: We are using Amazon’s online platform to sell Charmé. This is the

standard way wherein we hire Amazon’s server space to place our product and sell it

directly. Amazon is not responsible for faulty products. They are only responsible for

packaging. Amazon charges us for using their space and we also pay commission for every

unit sold.

2. Snapdeal

Snapdeal’s sales are more in marketing and creating product awareness. We will give

Snapdeal a fixed number of Charmé units free of cost and Snapdeal will sell it for a LTP

(Limited Time period) discounted price, therefore creating awareness. This is a gain-gain

situation as Snapdeal is creating awareness of our product among its customers and also

selling it and in turn accumulating profit. After the fixed number of units get sold, Snapdeal

buy more products from us to continue business.

3. Flipkart

We will use Flipkart’s online space to sell Charmé and pay commission for every unit sold.

The payment is either through that or directly for using its space.

Retail:

The retail platform includes the following:

a) Company Owned Stores: These are the stores that are directly owned and operated by the

company. These are present in select cities. When products are sold through these outlets,

we do not have to pay any commission or have a sales margin.



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b) Franchisees: The sales through franchisee include commission basis or sales margin. The

franchisee owned shops are present in almost all cities, big and small. We will offer a

higher sales margin for Charmé because of its relatively new entry in the market.

c) Shelf space in salons: Reputed salons like Jawed Habbib, B Blunt, Enrich and Naturals will

provide shelf space within their salons to create awareness. Any Charmé unit sold from

these salons will give them a higher sales margin. When Charmé is sold through Celebrity

Secrets or L’Oreal salons, there will be a sales margin only if it is a franchisee. If the salon

is owned and operated by L’Oreal itself, the margin for sales will not be as high as the

others.

V AFTER MARKET SUPPORT

We are still trying to make our products the best and provide the customer with the best service.

Though some product packaging has upset a few customers every now and then, we have put in

our best efforts to rectify our mistake and made sure that it isn’t repeated again anywhere. Any

inconvenience has always been deeply regretted. We thank all the customers for their heart full

contribution for our betterment through their reviews, both on and off the internet. Your reviews

are what matters to us. In case of inconvenience, please use the below contact information to get

in touch with us. We, The Body Shop provide after sales support to Charmé, just like we provide

support for the rest of our products. We provide both Active and Passive support.

1) Active support: Active after sales support includes reaching out to the customer and

having them interact with the company. Advertising and interacting through social media

sites like Facebook, Twitter, etc. and trying to interact with the existing and potential

customers.

2) Passive support: These activities require initiation by the customer. Telephonic

interactions through our numbers:

a) Customer Care: +91-8287-666-041

b) Corporate Sales: +91-124-4171416



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The customer can reach our Indian Head office, located in Guragon, directly by contacting us on:

a) Tel: +91-124-4171400

b) Fax: +91-124-2562094

Customers can also reach us on our e-mail:

Email: [email protected]

We would love to hear from you. You can always reach us at our Head Office at Guragon:

Address:

The Body Shop India

C/O Quest Retail Pvt. Ltd.

7th floor, Infinity Towers- A

DLF Cyber City, DLF Phase- II

Guragon- 122002.

CUSTOMER FEEDBACK FORM

1) For how long have you been using our product / service?

Less than a month 1-12 months 1-3 years Over 3 years Never used

2) How often do you use our product / service?

mailto:[email protected]



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Once a week 2 or 3 times a month Once a month Less than once a month

3) How satisfied are you with the product / service?

Very Satisfied Satisfied Neutral Unsatisfied Very Unsatisfied

4) What do you like about the product / service?

5) What do you dislike about the product / service?

6) Compared to similar products offered by other companies, how do you consider

our product?

Much Better Somewhat Better About the Same Somewhat Worse

7) Would you use our product / service in the future?

Definitely Probably Not Sure Probably Not Definitely Not

8) Would you recommend our product / service to other people?

Definitely Probably Not Sure Probably Not Definitely Not



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In addition to the above feedback form, we have also taken a few reviews from a few customers.

These are the reviews we collected from our stores:

Madhu Rani

Place : Mumbai

Tea tree oil is just a MAGIC. I’ve never trusted any product for acne but is surely a

miraculous oil. And Drops of youth night mask is what I just started using since last

2days and it's wonderful too.

Ankita Gupta

Place: Jaipur

I used Hand Cream recommended by a friend who is a user of The body Shop products. It

turned out to be too awesome.

Richa Mukherjee

Place:Kolkata

I love their body butters! I have to try their rain forest range & their beautifying oils too :)

Arpita Naidu

Place: Guntur

I just love The body Shop products :)

Shailja Shukla

Place: Patna

I am yet to try most of these products, I guess TBS Body butters will be my next target

Anuja Kulkarni

Place: Bijapur



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I have been an ardent user of the vitamin E night cream :D

Neeta Singh

Place: Chandigarh

lovely products <3. love their body butters n face washes :)

Afreen Shaikh

Place: Gujrat

I love TBS body butters and ummm all their products so much.

Feba Thomas

Place: Bangalore

I love their cocoa lipcare and the round kabuki brush <3

Aditi Acharyan

Place: Kochi

I am an ardent follower of TBS products, in fact it is my skin's favourite brand too, my

skin is always happy with all their products, never complaining! :D In addition to other

products, I have been using the vitamin E moisture cream and Tea Tree range for months

now and I swear by both, they take care of my skin very well! :) xx Aditi

Amita Singh

Place: Delhi

TBS is my favourite brand...I also love their Lip butters & they have some amazing Body

mists...

Nisha Deka

Place :Gurgaon

I love TBS body butters. Their Vitamin E cream and body polish is on my list next.

https://disqus.com/by/gowthamibeautyfrontline/

https://disqus.com/by/gowthamibeautyfrontline/

https://disqus.com/by/diaryofacusp/



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CONCLUSION

To conclude, The Market Builders in association with The Body Shop, have designed the world’s

most innovative and state-of-the-art dry shampoo – Charmé. We believe that this dry shampoo will

benefit and impact India in a positive manner. Although this market is a niche, urban one, The

Body Shop has a widespread customer base of 15 million across India. Since our profit margin per

unit is high, we expect to reach a high profitability ratio in a span of one year and this number

increases gradually each year.

Besides a high profitability ratio, we have been successful in creating two joint ventures with well

renowned, Mumbai based companies; the details of which are highlighted in the joint ventures

column in our report. These JVs have helped us in reducing our costs drastically and have added

immense value to Charmé. Free commercial advertising, free website and social media

management are some of the highlights we have in our joint ventures.

All in all, Charmé is India’s most convenient and innovative dry shampoo spray and comes with

the most advanced technology. To top that, it is a natural product without chemicals and added

preservatives. You should try it too.

Charmé – Spray on, Move on!



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REFERENCES

http://elle.in/beauty/news/the-body-shop-treasure-hunt/

http://www.vervemagazine.in/fashion-and-beauty/beautiful-natured-jacqueline-fernandez

https://www.google.co.in/search?q=white+color

http://www.vervemagazine.in/tag/the-body-shop

https://www.google.co.in/search?q=body+shop+store

http://www.personalcarecompanies360.com/summaries/the-body-shop-plans-new-stores-in-

india-by-2015.html


http://data.worldbank.org/indicator/NY.GDP.PCAP.PP.CD

--

THE MARKET BUILDERS

Saba Khan

Anuja Kulkarni (Vice Captain)

Bilal Ahmad

Amaan Alim

Vivek Chintalwar

Trishul Koaenetty

Aditya Tekumalla

Vinay Pasari

Akshay Agarwal

Amitansh Kumar Singh

Yash Merchant (Captain)

http://elle.in/beauty/news/the-body-shop-treasure-hunt/

http://www.vervemagazine.in/fashion-and-beauty/beautiful-natured-jacqueline-fernandez

https://www.google.co.in/search?q=white+color

http://www.vervemagazine.in/tag/the-body-shop

https://www.google.co.in/search?q=body+shop+store&espv=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ved=0CAYQ_AUoAWoVChMI_a7K756fxwIVisAUCh3yRQhu#tbm=isch&q=body+shop+palladium&imgrc=_

http://www.personalcarecompanies360.com/summaries/the-body-shop-plans-new-stores-in-india-by-2015.html

http://www.personalcarecompanies360.com/summaries/the-body-shop-plans-new-stores-in-india-by-2015.html


http://data.worldbank.org/indicator/NY.GDP.PCAP.PP.CD



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