marketing plan of an herbal hair styling gel

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Information about marketing plan of an herbal hair styling gel
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Published on March 12, 2009

Author: anilkr123

Source: slideshare.net

Description

a complete marketing plan of an herbal hair styling gel including event, PR, Advertising, marketing strategy, and budget.

Greengel Hair Styling Gel “ Add style to your life naturally ” Presented to: Presented by: Mr.Shiv Shankar Anil Kumar Faculty-IMC PGPIMC-01 ISMC, Noida ISMC, Noida

Content Company’s Profile Mission and Vision About the product Slogan and Logo Competitors SWOT Analysis PEST Analysis Segmentation, Targeting and Positioning Product Life Cycle Packaging Marketing Mix- Product Strategy, Pricing Strategy, Distribution Strategy and Promotion Strategy. Ad Campaign and Costing

Company’s Profile

Mission and Vision

About the product

Slogan and Logo

Competitors

SWOT Analysis

PEST Analysis

Segmentation, Targeting and Positioning

Product Life Cycle

Packaging

Marketing Mix- Product Strategy, Pricing Strategy, Distribution Strategy and Promotion Strategy.

Ad Campaign and Costing

Company’s Profile Name- Plantane Ltd. Started in November 2000. Location- Baddi, Himachal Pradesh Employee Strength- 400 Deals in herbal personal care products- Soaps, Fairness Cream, and Body Lotions. Entering in Hair care segment for the first time. Introducing an Herbal Hair Styling Gel.

Name- Plantane Ltd.

Started in November 2000.

Location- Baddi, Himachal Pradesh

Employee Strength- 400

Deals in herbal personal care products- Soaps, Fairness Cream, and Body Lotions.

Entering in Hair care segment for the first time.

Introducing an Herbal Hair Styling Gel.

Vision - “Our Vision is to be the market leader in terms of market share within 5 years in men’s hair care segment.” Mission Statement To become a household hair care name, that is sought after by consumers to manage and maintain their hair so that it is healthy, shiny and easy to comb into today's fashion styles.

About the product Greengel Hair gel is a hairstyling product that is used to stiffen hair into a particular hairstyle. Does not contain alcohol and plastic like other hair styling gels available in the market. This styling product helps to maintain the moisture in your hair which is necessary for their better growth.

Greengel Hair gel is a hairstyling product that is used to stiffen hair into a particular hairstyle.

Does not contain alcohol and plastic like other hair styling gels available in the market.

This styling product helps to maintain the moisture in your hair which is necessary for their better growth.

Slogan and Logo Logo signifies the product is 100% natural. Green font is showing the presence of natural ingredients and black font is indicating hair shade. “ Add style to your life naturally”

Logo signifies the product is 100% natural. Green font is showing the presence of natural ingredients and black font is indicating hair shade.

Competitors

Swot Analysis Threats Competition Market Condition Opportunities Huge Market Changing taste and preference Weaknesses New Product Market Share Strengths Herbal Product Brand Image Dedicated Employees Distribution Capital Availability

Threats

Competition

Market Condition

Opportunities

Huge Market

Changing taste and preference

Weaknesses

New Product

Market Share

Strengths

Herbal Product

Brand Image

Dedicated Employees

Distribution

Capital Availability

PEST Analysis TECHNOLOGICAL Advanced Machines SOCIO-CULTURAL Changing Lifestyle Increase in Disposable income ECONOMIC GDP Growth Liberalization POLITICAL Government Support

TECHNOLOGICAL

Advanced Machines

SOCIO-CULTURAL

Changing Lifestyle

Increase in Disposable income

ECONOMIC

GDP Growth

Liberalization

POLITICAL

Government Support

Segmentation, Targeting and Positioning Segmentation Geographic :- - Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh, and Lucknow. Demographic Age – 16 – 30 years Gender – Male Education – Higher Secondary to Post Graduate Family Size – Single, Married without Children Socio-Economic Class- Upper middle and middle class

Segmentation

Geographic :- - Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh, and Lucknow.

Demographic

Age – 16 – 30 years

Gender – Male

Education – Higher Secondary to Post Graduate

Family Size – Single, Married without Children

Socio-Economic Class- Upper middle and middle class

Psychographic Lifestyle- enjoys music, movies, parties and other such activities. Behavior Occasion- Regular Benefits- Herbal, hence no damage to hair

Psychographic

Lifestyle- enjoys music, movies, parties and other such activities.

Behavior

Occasion- Regular

Benefits- Herbal, hence no damage to hair

Targeting Target Audience: male youth of urban cities who belongs to upper middle and middle class of society and who enjoys parties and other such lifestyle activities.

Target Audience: male youth of urban cities who belongs to upper middle and middle class of society and who enjoys parties and other such lifestyle activities.

Positioning “ An herbal hair styling gel which holds your hair as you want.” On the basis of benefit: Herbal Product

“ An herbal hair styling gel which holds your hair as you want.”

On the basis of benefit: Herbal Product

Product Life Cycle DECLINE Objective: To retain the product at reduced cost- Price cut and cost cutting in promotion . MATURITY Objective: To sustain market share – sales promotion and use of greater variety of media . GROWTH Objective: To compete- advertising spending high INTRODUCTION Objective: To create awareness and trial- promotion

DECLINE

Objective:

To retain the product at reduced cost- Price cut and cost cutting in promotion .

MATURITY

Objective:

To sustain market share – sales promotion and use of greater variety of media .

GROWTH

Objective:

To compete- advertising spending high

INTRODUCTION

Objective:

To create awareness and trial- promotion

Packaging The color of gel inside the pack will be of sky blue color to present the soothe ness and freshness of the product. The cap color will be of sky blue color and the tube will be transparent. Sky blue color is chosen as packaging color to make it unique in shelves of retailers.

The color of gel inside the pack will be of sky blue color to present the soothe ness and freshness of the product. The cap color will be of sky blue color and the tube will be transparent. Sky blue color is chosen as packaging color to make it unique in shelves of retailers.

Marketing Mix - Product Strategy Product is differentiated on the basis of performance quality. This styling product helps to maintain the moisture in your hair which is necessary for their better growth. No artificial ingredients 100% natural Certified organic Aloe Vera as the number one ingredient. Contains no parabens, chemical additives, or synthetic preservatives.

Product is differentiated on the basis of performance quality.

This styling product helps to maintain the moisture in your hair which is necessary for their better growth.

No artificial ingredients

100% natural

Certified organic Aloe Vera as the number one ingredient.

Contains no parabens, chemical additives, or synthetic preservatives.

Pricing Strategy Product Cost for Company is 40 paise/gm. Sachet (3 gm)-Rs.2/-(1gm=66 Paise) – Sachet Pack 15 gm tube- Rs. 10/- (1gm=66 Paise)- Small tubes 60 gm tube- Rs. 36/-(1gm=60 Paise) – Standard tubes 150 gm tube- Rs 90/-(1gm=60 Paise)- Large tubes * Selling Sachet and small tubes will be most beneficial for the Company.

Product Cost for Company is 40 paise/gm.

Sachet (3 gm)-Rs.2/-(1gm=66 Paise) – Sachet Pack

15 gm tube- Rs. 10/- (1gm=66 Paise)- Small tubes

60 gm tube- Rs. 36/-(1gm=60 Paise) – Standard tubes

150 gm tube- Rs 90/-(1gm=60 Paise)- Large tubes

Rs.90 20%-Rs.15 75 15 60 Rs.0.40p/gm 150gm Large tube Rs.36 20%-Rs.6 30 6 24 Rs.0.40p/gm 60gm Standard tube Rs.10 33%-Rs.2.5 7.5 1.5 6 Rs.0.40p/gm 15gm Small tube Rs.2 33%-0.5 p 1.5 0.3 1.2 Rs.0.40p/gm 3gm Sachet Our Selling Price Net Profit @ Total in Rs. Promotion expenses@25% (in Rs.) Cost/unit (in Rs). Price/gm with all expense s Quantity Packaging

Distribution Strategy ( 3 phases) Phase 1 – Small tubes and Standard Tubes will be introduced to gain benefit and market share. Area of Distribution : 8 Cities -Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh, and Lucknow. Phase 2- Large tubes will be introduced to build credibility of product in the market. Area of Distribution: Above cities and other Tier 2 cities like Jaipur, Agra, Amritsar, etc. Phase 3- Sachet will be introduced to cater new segment of market. Area of Distribution: Distribution in Tier 3 cities like Patna, Varanasi, Jamshedpur etc.

Phase 1 – Small tubes and Standard Tubes will be introduced to gain benefit and market share.

Area of Distribution : 8 Cities -Delhi, Mumbai, Kolkata, Chennai, Bangalore, Ahmedabad, Chandigarh, and Lucknow.

Phase 2- Large tubes will be introduced to build credibility of product in the market.

Area of Distribution: Above cities and other Tier 2 cities like Jaipur, Agra, Amritsar, etc.

Phase 3- Sachet will be introduced to cater new segment of market.

Area of Distribution: Distribution in Tier 3 cities like Patna, Varanasi, Jamshedpur etc.

Promotional Strategy- IMC Approach Online Marketing and Direct Marketing Event- Press Conference. Public Relation: Press Release Advertising. Print Ad in Newspaper and Magazines. Electronic Ad in Broad Cast Media. Hoardings. Sales Promotion for Phase 2

Online Marketing and Direct Marketing

Event- Press Conference.

Public Relation: Press Release

Advertising.

Print Ad in Newspaper and Magazines.

Electronic Ad in Broad Cast Media.

Hoardings.

Sales Promotion for Phase 2

Online Marketing and Direct Marketing Yahoo has 30 million registered users in India. Yahoo.com offers mail shots (digital mailers) @ Rs.2 per mailer for 200,000 shots. We will target for 200,000 shots in first phase of promotion.

Yahoo has 30 million registered users in India. Yahoo.com offers mail shots (digital mailers) @ Rs.2 per mailer for 200,000 shots. We will target for 200,000 shots in first phase of promotion.

Public Relation and Press Conference Event Objective: To create awareness about the use and benefit of the product. Event Theme: Product Launch Event Type: Press Conference Event Date: 9 th Feb 2009 Event Timing: 9AM – 5PM Venue: Hotel Shangri La, New Delhi

Objective:

To create awareness about the use and benefit of the product.

Event Theme: Product Launch

Event Type: Press Conference

Event Date: 9 th Feb 2009

Event Timing: 9AM – 5PM

Venue: Hotel Shangri La, New Delhi

Greengel Print Ad campaign

Objective “To create awareness about the product among target customers.”

“To create awareness about the product among target customers.”

USP of Greengel “ An herbal hair styling gel which holds your hair as you want”

“ An herbal hair styling gel which holds your hair as you want”

Headline “ Holds your hair naturally”

“ Holds your hair naturally”

Sub Headline “An herbal product maintain the moisture in your hair which is necessary for their better growth”

“An herbal product maintain the moisture in your hair which is necessary for their better growth”

Body Copy “ This unique, 100% natural gel gives hair extra body and texture. Greengel Hair Gel is actually good for hair, unlike other commercial gels that contain alcohol and plastics. Greengel has no artificial ingredients in it. It has certified organic aloe vera as the number one ingredient.”

“ This unique, 100% natural gel gives hair extra body and texture. Greengel Hair Gel is actually good for hair, unlike other commercial gels that contain alcohol and plastics. Greengel has no artificial ingredients in it. It has certified organic aloe vera as the number one ingredient.”

Logo and Punch Line “ Add style to your life naturally”

Visual Display

Hold your hair naturally An herbal product maintain the moisture in your hair which is necessary for their better growth This unique, 100% natural gel gives hair extra body and texture. Greengel Hair Gel is actually good for hair, unlike other commercial gels that contain alcohol and plastics. Greengel has no artificial ingredients in it. It has certified organic aloe vera as the number one ingredient “ Add style to your life naturally” Greengel Hair styling gel Head Office: Nehru Place, New Delhi 110024. Contact No. +91-11-2234567

An herbal product maintain the moisture in your hair which is necessary for their better growth

Media Mix Print Ads Newpapers The Times of India Hindustan Times Amar Ujaala Magazines India Today Filmfare FHM Men’s Television Ads Zee TV Sony TV Star Plus Zoom TV Sports Channels( ESPN, Neo Sports) Color Hoardings

Print Ads

Newpapers

The Times of India

Hindustan Times

Amar Ujaala

Magazines

India Today

Filmfare

FHM

Men’s

Television Ads

Zee TV

Sony TV

Star Plus

Zoom TV

Sports Channels( ESPN, Neo Sports)

Color

Hoardings

Newspaper Advertising Rates 63,69,271 5 863.63 (26.25*32.9) 1475 Amar Ujaala 3 Total=6,37,35,893 1,83,52,137 5 863.63 (26.25*32.9) 4250 Hindustan Times 2 3,90,14,485 5 863.63 (26.25*32.9) 9035 The Times of India 1 Cost(in Rs.) Days (M,T,W,S,S) Size in sq.cm Rate per sq.cm Name (for all editions) S.No.

Magazines Advertising Ad Rates Total= Rs 20.5 Lacs 4.00 2 2.00 Back Men’s 4 5.50 2 2.75 Back FHM 3 6.00 2 3.00 Middle Filmfare 2 5.00 2 2.50 Middle India Today 1 Cost (in Lacs). Duration (in months) Rate/month (in Lacs) Placement Name S.No.

Television Ad Rates 10 10 10 10 10 10 10 Spot/Day Total – Rs.8.46 Cr. 1.05 10 1,05,000 Neo Sports 7 1.05 10 1,05,000 Color 6 1.12 10 1,12,500 ESPN 5 1.20 10 1,20,000 Zoom 4 1.50 10 1,50,000 Sony 3 1.42 10 1,42,500 Star Plus 2 1.12 10 1,12,500 Zee Tv 1 Cost in Crores Days Rate/15 Sec in Rs. Name of Channel S.No.

Broadcast Media Shooting of Ad Film- Rs. 50 Lacs for 15 second. Theme of Ad- One male model is sitting on grass and telling about his changes in life after changing his hair style by using Greengel Herbal Hair Styling Gel. He is also talking about the benefits of using an herbal hair styling gel

Shooting of Ad Film- Rs. 50 Lacs for 15 second.

Theme of Ad- One male model is sitting on grass and telling about his changes in life after changing his hair style by using Greengel Herbal Hair Styling Gel. He is also talking about the benefits of using an herbal hair styling gel

Hoardings Total=7.84 lakhs 0.84 7/12 1000 1 month 8’ * 4’ 2 7.00 25/8 3500 1 month 10’ * 20’ 1 Cost in lakhs No. of hoarding/cities Rate/hoarding Duration Size S.No.

Total Advertising Cost 16.33 Crores. TOTAL 0.80 Hoardings 8.46 + 0.5 (for shooting) Television 0.20 Magazines 6.37 Newspaper Cost in Crores (INR) Media Mix

Thank You

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