Social class: High to middle class, who care about the overall health of their hair.
Income: ranges from 800 to more than 2000 L.E/month.
Educational Level: educated “High school graduate”.
Occupation: still studying in Universities/ working in Managerial and professional fields.
Geography: Urban areas.
LACTUEL will position itself as the most powerful and cost effective hair cosmetics in the consumers’ mind, “The best care for your hair” ,
by producing high quality products and creating a distinctive and strong image through advertising, expressing its competitive advantage which is Hair Dyes without ammonia that won’t damage hair, also its shampoo (a new formula with white protein) is designed to keep your hair vital and leaving it fluffy, and the benefits of its hair style and hair care products with natural effective components that make your hair easy to comb and gives it long lasting style.
Marketing plan tactics
Product As we find that package most attractive criterion regarding hair care products ,We decided to change the package Before After LACTUEL Hair Dyes; Hair Style products ; Hair Care products. Skin care products LACTUEL Hair Dyes; Hair Style products ; Hair Care products.
Products in new package Shampoo
Products in new package Cream & Gel
Products in new package Color dye
LACTUEL will do its best to make the price of its product fits A and B classes, so
Our strategy in pricing will be (penetrating strategy) without bad effect on the brand,
The price of dye will be lower than the market leader (LOREAL) by 20 % & highest local brand as well as KOLLESTONE in price.
The price of shampoo, hair care & hair styling products will be less than market leader in local market by 10%.
Most of LACTUEL consumption will be in Cairo, Alexandria and Delta So:
- First Stage : we can offer and distribute the product in hyper markets (Carrefour with all branches and hyper one) besides Pharmacies.
- Second Stage : LACTUEL can be distributed in well known supermarkets such as (Metro, Seoudi….etc), and can be available in Delta, and Upper Egypt such as Alexandria, Aswan, Port Said, Fayoum and Ismalia
Encouraging switching to my brand;
Building company image;
Reminding customers of the advantages of my product;
Maintaining top of mind product availability.
- Slogan :
We will use the same slogan “I like it” , as we found from the questionnaire analysis that a lot of people associate and remember LACTUEL with its slogan, as the Synonym of LACTUEL is “I like it”.
- Appeals :
a) Using Emotional appeal
b) Testimonial Appeal
*TV : We choose Ch1, Ch2, Rotana Cinema, Nile sport and El Hayat.
-For Coiffures (Hair dressings), our sales reps will offer:
* Price packs (Cent off deals):
Offer the coiffures savings off the regular price of a product, as we can make offer by “Buy one hair dye...Get one free” or “Buy full box at its half price”.
-Public Relations Objectives:
Building good relations with the customers;
Building up good corporate image and favorable publicity.
-LACTUEL company can sponsor some events in clubs, universities as well as Private programs such as (Misr El Naharda Program on Ch 2), And we can improve its web site, a public relation vehicle, as consumers and members of other publics can visit the site for information.
our Budget will be divided into:
1-Broadcast media 50%
2-Print media 25%
3- Sales Promotion 20%
4- Support media 15%
Evaluation of campaign
Evaluate the impact of the campaign through:
Evaluate sales every month
Evaluate the growth in market share (+/-) monthly.
Frequent interviews with retailers.
Communication effect: After the Ad is published or broadcasted, collect the opinions of LACTUAL’s users