Nyle Herbal Shampoo
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Transcript of Nyle Herbal Shampoo
04/11/2023 1
Nyle Herbal ShampooPromotional Concept
by
Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Nyle Belongs to Calvin Kare and is part of the bouquet
with Chic Shampoo.
Launched in 1993, Nyle has always been a pioneer in
the herbal shampoo category. And now, for the first
time in India, moisturizing shampoo with Aloevera,
Tulsi & Green tea Nourishing shampoo with Shikakai &
Apricot Daily cleansing shampoo with
Reetha,Chamomile & Lemongrass
About Nyle Shampoo?
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Shampoo market is segmented on benefit platforms Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal
The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc
Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair
Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care
Some consumers use natural conditioning agents such as henna
Indian Shampoo Marketing?
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance
About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair.
Consumers attribute lathering to the act of cleaning
In Contrast, shampoo bottles are more popular in the Northern markets
About 50 % of the shampoo bottles are sold in the Northern region alone
In the North, brands with the USP of lower price have strong equities in market.
Indian Shampoo Marketing?
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Size of shampoo market Rs 1,000 crore
Where in Urban - 56 % of people use shampoo
In Rural only - 34 % of Population use the shampoo
Average Growth over the last few yrs 20 %
Expected Average growth over the next few yrs - 25 %
Herbal segment is the fastest growing segment, growing at 15 - 20 % every year.
Anti-Dandruff growing at 10 - 12 % every year.
Shampoo Market Size in India & it’s growth
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase of a Shampoo. Successful promotion should be ROI driven, and a increases sales & goodwill value should reflect.
Promotion is an immediate incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group.
Why product promotion ?
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Target Audience Will be divided in to three categories.
◦ B and C ( Middle class / Lower Middle class)
◦ D (Lower Class)
Age Group :-
◦ 18 TO 40 Women Or family Shampoo.
◦ Metrosexual Men
Target Audience
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Retail Networking promotional activity
Retail Branding through attractive merchandising. E.g. ( Bottle cut outs with real silky hair )
Metro Train Branding.
In Our Target Audiences, the large art of the audiences are buying Shampoos due to the recommendation of the shopkeeper. With the Retail Branding concept, we will develop a two pronged approach,
◦ Develop a loyal relation with the Shopkeeper so they recommend us to the
consumers even after the activity is over.
◦ This also helps them in an increased sales as there is some activity
happening – different form the usual – thus creating a buzz in the
neighborhood.
◦ Help our ground sales team to build a stronger sales relation in the backend
◦ Help in creating a increased demand.
Concept
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Retailer
Whole seller
Shop keeper
Shop keeper
Whole seller
Shop keeper
Shop keeper
Whole seller
Shop keeper
Shop keeper
Consumer
Retail network-based promotion – this format is penetration driven, a mass market approach.
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Our focus is on retail channel network because the customer comes there. ◦ Give him / her a brief about the shampoo and let the consumer know why Nyle◦ Increase Visibility◦ Personal Touch
Where we will increase the hike by creating a buzz word for retailers which will attract the public to come and see the activity in market.
Promoters will be dressed up in Nyle Merchandising (T-shirts and cross bands)
Also collect the feedback and customer data.
Here the customer data will be used to create recall value and for a
enhanced relationship, we will send a sms and email for Nyle
promotion and say thank you for taking part I the Nyle Promotion. This
should result in creating a healthy relationship with the consumer.
Retail network-based promotion
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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As our prime target is women, we will introduce a game or a kind of lucky draw weekly for women's.◦ The Purpose is to make the entire exercise Interactive
It will also help us to increase the sale and generate the interest of people for to play and participate in the lucky draw.
Promotional activity will be for a month in a month we will cover larger no. of areas in Delhi and Ncr.
Retail network-based promotion
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Retail Branding through attractive merchandising
Please note the pictures is in ppt is rough just giving you a idea what we can deliver you.
04/11/2023Confidential. Use in any form and reproduction without the explicit permission of the author is Prohibited
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Metro train branding option. we will decorate the metro with Nyle branding on the cubicle that is used to hold when we stand in the metro.
Metro Train Branding
11/04/2023All matter mentioned only meant for the recipient. Content confidential &
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