Launch Hair Sunscreen

Click here to load reader

  • date post

    20-May-2015
  • Category

    Business

  • view

    1.351
  • download

    0

Embed Size (px)

Transcript of Launch Hair Sunscreen

  • 1. Launch Submitted By: Rejil Krishnan Zaneta Sebastian SIMC 2010

2. Rationale Damage Caused By UV Rays Disturbs the hair cortex's fiber-like cellsWeak and Brittle Hair Damage the color pigmentsPremature Graying Burn the hair cuticleLifeless, Brittle and Dry hairDamage the skin on the scalpAccelerates Aging Sunburns on the scalpPremature balding 3. oils shampoos conditioner after wash colours dyes Stylingcrme Hair CareIndustry 4. How are these products talking to the consumer? 5. TVCs

  • http://www.youtube.com/watch?v=e5kv6GgLYgA
  • http://www.youtube.com/watch?v=-Y9sVN6rCkc
  • http://www.youtube.com/watch?v=s4CXzIrXyx4
  • http://www.youtube.com/watch?v=LOYTQKoJ1N8
  • http://www.youtube.com/watch?v=3scwlyHWxbY
  • http://www.youtube.com/watch?v=jqQu-XD-R60&feature=PlayList&p=0E79F662444253DF&playnext=1&playnext_from=PL&index=9
  • http://www.youtube.com/watch?v=6lxe--IDX3c

6. Bridging The Gap 7. The Consumer-Sundance Hair Sunscreen

  • Our target audience for this product is the 25-35 yr old female.
  • Hair Sunscreen takes care of conditioning the hair after shampoo as well as nourished look on-the-go and protects her hair from the sun
  • She is Conscious about Health and Beauty, Ready to Experiment, Out going and loves her freedom as she wishes to embrace the sun
  • Mumbai, Delhi, Bangalore, Kolkatta
  • Income: Rs. 40000 plus MHI
  • Social Class: SEC A

8. DIFFERENTIATION AND POSITIONING

  • Product Differentiation:
  • Theproduct is first of its kind to be launched in the Indian Market.
  • USP: Sunscreen for the Hair
  • Positioning
  • Indias First Sunscreen that protects the HAIR from the harmful effects of the sun.

9. SWOT ANALYSIS STRENGTHS WEAKNESSES

  • First Movers Advantage
  • Low Competition
  • Growing Awareness
  • Changing Climate
  • Growing Consciousness towards grooming
  • Favorable Demographics
  • Highly Specific Use
  • Perception that it is a Summer Product
  • Afraid of Side Effects
  • Psychological Barriers resistance to change & experimentation

10. SWOT ANALYSIS OPPORTUNITIES THREATS

  • Untapped Market
  • Export Potential
  • Diversification
  • International Brands
  • Potential Competitors
  • (Sheisido, Sundition)
  • Potential Substitutes
  • (Keune Shampoo)

11. Product

  • Hair Sunscreen in the form of a cream
  • Ingredients: Aloe Vera, SPF 27
  • Apply on scalp and wet hair 15 mins before getting out in the sun. Reapply after 4 hours by adding a little water to the cream before applying.

12. PRICE

  • Rs. 449/-
  • Skimming Pricing Strategy

13. Distribution

    • Stock at Major Department Stores
    • Provide product to up-scale Beauty Parlours
    • Stock at various sports shops
    • Margin of 15% to each

14. PROMOTION Print Media Magazines Media Bombay Times and equivalentHindustan Times Cosmopolitan, Femina, Readers Digest, Health & NutritionFrequency: Weekends Once a Month 15. OPERATIONAL PLAN

  • Early February
  • March
  • June
  • October
  • March

Begin Teasers Launch (Focus on Freedom) Ad-Campaign Focus on Use during Monsoons as well Festival Season Launch a new Range for Men