Marketing plan of Shampoo

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Marketing plan of Shampoo

  1. 1. Marketing Plan of Shampoo Presented By, Group No- 03 Animesh (01) Vishal (16) Bhushan (25) Sagar (26)
  2. 2. Unnique • CEO/MD- • GM- • Sales & Marketing Manager- • Finance Controller-
  3. 3. Brands Unnique For SEC A For SEC B&C For SEC B&C
  4. 4. FMCG Growth
  5. 5. Segmentation Geographic Urban Metro Rural Central India North India South India Demographic Gender Male Female Age 15-24 25-55 Income High Middle Low Psychographic Life style Personality Behavioral Benefit
  6. 6. Targeting
  7. 7. Alimento
  8. 8. Alimento Metros Total Rural Urban Bangalore 9,621,551 6351618.557 3269932.44 Kolkatta 4,486,679 3231644.715 1255034.29 Chenni 8,917,749 4990295.608 3927453.39 Mumbai 13,830,884 7963099.698 5867784.3 Delhi 13850504 944726.7954 12905777.2 Total 50,707,367 23,481,385 27,225,982
  9. 9. Alimento o Demographic:  Family size : All  Family life-stage : Single as well as Married  Income based : High income o Psychographic:  Life-style characteristic : Open  SEC : 1 o Behavioural:  Benefits sought : Fights 6 signs of damage (Hair fall, Dryness, Roughness, Dullness, Split Ends & Conditioning) o Product attributes: Ceramide Cement With Conditioner o Positioning : 6 Problem 1 Solution. o Segment size :  Segment includes nearly 6% of urban metros population.
  10. 10. Promotion • TV • Magazine • 5 star hotels • News Paper • Gymnasium • Internet
  11. 11. Alimento Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 10 ml 12.5 1.56 800,000 14 14.5 178,571.43 175 ml 218.75 27.34 548,571 246 250 2,142,857.14 250 ml 312.5 39.06 224,000 352 358 1,250,000.0 Total 1,572,571 3,571,428.57
  12. 12. Hair & Shine
  13. 13. Hair & Shine State & U.T. Total Rural Urban Uttar Pradesh 166,197,921 131,658,339 34,539,582 Bihar 82,998,509 74,316,709 8,681,800 West Bengal 80,176,197 57,748,946 22,427,251 Andhra Pradesh 76,210,007 55,401,067 20,808,940 Madhya Pradesh 60,348,023 44,380,878 15,967,145 Maharashtra 96,878,627 55,777,647 41,100,980 Delhi 13,850,507 944,727 12,905,780 Karnataka 52,850,562 34,889,033 17,961,529 Tamil Nadu 62,405,679 34,921,681 27,483,998 Total 691,916,032 490,039,027 201,877,005
  14. 14. Hair & Shine o Demographic:  Family size : All  Family life-stage : Single as well as Married  Income based : Middle class o Psychographic:  Life-style characteristic : Open/ Conservative  SEC : 2&3 o Behavioral:  Benefits sought : Fights 3 signs of Hair fall (Nourishes the hair root, Restructures hair fiber, Hair grows & Anti dandruff) o Product attributes: Arginine Essence o Positioning : 4 Problem 1 Solution. Refilling bottle. Click Technology (33 washes guaranteed) o Segment size :  Segment includes nearly 8% population of selected areas.
  15. 15. Promotion • News paper • TV • Park • Gym • Hoardings • Internet • Celebrity
  16. 16. Hair & Shine Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 4 ml 2.45 0.28 47,755,102 2.73 3 12,765,306.12 100 ml(B) 105.0 12.12 742,857 117 120 2,142,857.1 200 ml(B) 170.0 19.62 458,824 190 195 2,470,588.24 100 ml (S) 60.0 1,950,000 67 70 6,000,000.00 Total 50,906,783 17,378,751.50
  17. 17. Silk Silky & Smooth
  18. 18. Silk State & U.T. Total Rural Urban Uttar Pradesh 166,197,921 131,658,339 34,539,582 Bihar 82,998,509 74,316,709 8,681,800 West Bengal 80,176,197 57,748,946 22,427,251 Andhra Pradesh 76,210,007 55,401,067 20,808,940 Madhya Pradesh 60,348,023 44,380,878 15,967,145 Maharashtra 96,878,627 55,777,647 41,100,980 Delhi 13,850,507 944,727 12,905,780 Karnataka 52,850,562 34,889,033 17,961,529 Tamil Nadu 62,405,679 34,921,681 27,483,998 Total 691,916,032 490,039,027 201,877,005
  19. 19. Silk o Demographic:  Family size : 1 or more than 1  Family life-stage : Single as well as Married  Income based : Lower class o Psychographic:  Life-style characteristic : Open/ Conservative  SEC : 2&3 o Behavioral:  Benefits sought : Silky and Smooth hair o Product attributes: Basic Shampoo ingredient o Positioning : Silky hair Refilling bottle. Click Technology (33 washes guaranteed) 40% extra on sachet. o Segment size :  Segment includes nearly 29% of households.
  20. 20. Promotion • News paper • TV • Radio • Poster • Celebrity • Mobile van
  21. 21. Silk Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 5+2 ml 1.4 0.11 195,000,000 1.51 2 96,000,000.00 100 ml (B) 55 4.23 709,091 59.2 60 545,454.5 100 ml (S) 20 1.54 3,900,000 21.5 25 13,500,000.00 Total 199,609,091 110,045,454.55
  22. 22. SEGMENTATION Product Market Alimento Hair & Care Silk Hair Fall  Dryness  Roughness  Dullness  Split Ends  Conditioning  Nourishment  Restructure of Hair  Stronger hair  Anti dandruff   Silky & Smooth   
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