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marketing plan of an herbal hair styling gel

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

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

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  • 1. 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
  • 2. 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
  • 3. 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.
  • 4. 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.
  • 5. 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.
  • 6. 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”
  • 7. Competitors
  • 8. 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
  • 9. PEST Analysis
    • TECHNOLOGICAL
    • Advanced Machines
    • SOCIO-CULTURAL
    • Changing Lifestyle
    • Increase in Disposable income
    • ECONOMIC
    • GDP Growth
    • Liberalization
    • POLITICAL
    • Government Support
  • 10. 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
  • 11.
    • Psychographic
    • Lifestyle- enjoys music, movies, parties and other such activities.
    • Behavior
    • Occasion- Regular
    • Benefits- Herbal, hence no damage to hair
  • 12. 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.
  • 13. Positioning
    • “ An herbal hair styling gel which holds your hair as you want.”
    • On the basis of benefit: Herbal Product
  • 14. 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
  • 15. 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.
  • 16. 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.
  • 17. 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.
  • 18. 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
  • 19. 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.
  • 20. 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
  • 21. 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.
  • 22. 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
  • 23. Greengel Print Ad campaign
  • 24. Objective
    • “To create awareness about the product among target customers.”
  • 25. USP of Greengel
    • “ An herbal hair styling gel which holds your hair as you want”
  • 26. Headline
    • “ Holds your hair naturally”
  • 27. Sub Headline
    • “An herbal product maintain the moisture in your hair which is necessary for their better growth”
  • 28. 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.”
  • 29. Logo and Punch Line “ Add style to your life naturally”
  • 30. Visual Display
  • 31. 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
  • 32. 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
  • 33. 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.
  • 34. 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.
  • 35. 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.
  • 36. 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
  • 37. 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.
  • 38. 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
  • 39.
    • Thank You