Launch
Submitted By:Rejil Krishnan
Zaneta SebastianSIMC 2010
RationaleDamage Caused By UV Rays
Disturbs the hair cortex's Disturbs the hair cortex's fiber-like cells fiber-like cells
Weak and Brittle HairWeak and Brittle Hair
Damage the color Damage the color pigments pigments
Premature GrayingPremature Graying
Burn the hair cuticle Burn the hair cuticle Lifeless, Brittle and Dry Lifeless, Brittle and Dry hair hair
Damage the skin on the Damage the skin on the scalp scalp
Accelerates AgingAccelerates Aging
Sunburns on the scalp Sunburns on the scalp Premature baldingPremature balding
oils
shampoos
conditioner
after wash
colours
dyes
Styling crème
How are these products talking to the consumer?
TVCs• http://www.youtube.com/watch?v=e5kv6GgLYg
A• 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
Bridging The Gap
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, KolkattaIncome: Rs. 40000 plus MHISocial Class: SEC A
DIFFERENTIATION AND POSITIONING
Product Differentiation:The product is first of its kind to be launched in the Indian Market. USP: “Sunscreen” for the Hair
Positioning “India’s First Sunscreen that protects the HAIR from the harmful effects of the sun.”
SWOT ANALYSIS
STRENGTHSSTRENGTHS WEAKNESSESWEAKNESSESoFirst Mover’s AdvantageFirst Mover’s AdvantageoLow CompetitionLow CompetitionoGrowing AwarenessGrowing AwarenessoChanging Climate Changing Climate oGrowing Consciousness Growing Consciousness towards groomingtowards groomingoFavorable DemographicsFavorable Demographics
oHighly Specific UseHighly Specific UseoPerception that it is a Perception that it is a “Summer” Product“Summer” ProductoAfraid of Side EffectsAfraid of Side EffectsoPsychological Barriers Psychological Barriers – resistance to change – resistance to change & experimentation& experimentation
SWOT ANALYSIS
OPPORTUNITIESOPPORTUNITIES THREATSTHREATSoUntapped MarketUntapped MarketoExport PotentialExport PotentialoDiversificationDiversification
oInternational BrandsInternational BrandsoPotential CompetitorsPotential Competitorso(Sheisido, Sundition) (Sheisido, Sundition) oPotential SubstitutesPotential Substituteso(Keune Shampoo)(Keune Shampoo)
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.
PRICE
• Rs. 449/-
• Skimming Pricing Strategy
Distribution
– Stock at Major Department Stores – Provide product to up-scale Beauty Parlours– Stock at various sports shops– Margin of 15% to each
Print MediaPrint Media MagazinesMagazines
MediaMedia
Bombay Times Bombay Times and equivalent and equivalent Hindustan TimesHindustan Times
Cosmopolitan, Cosmopolitan, Femina, Readers Femina, Readers Digest, Health & Digest, Health & Nutrition Nutrition
Frequency:Frequency: WeekendsWeekends Once a MonthOnce a Month
PROMOTION
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
Top Related