Marketing Plan for hair streaker

Marketing Plan

SITUATIONAL ANALYSIS
Singapore: vibrant and colourful
1 in every 5 Singaporeans like to colour their hair
Out of these 1 in every 4 find it expensive to go to salons
Already existing product available only in the United States market
Not enough awareness about the existence of such a product

TARGET MARKET
Primary Market : Youth between 15-25 yrs
Annual family income between $30000 and $75000
Undergoing education (market for temporary hair colour market)
Attends Parties/ Social
Adventurous
Trendy
Secondary Market : Women between 25-40 yrs

PRODUCT DESCRIPTION
Casing to hold color
Detachable Casing
Lever/Disc mechanism to squeeze out color
Push Lever
Comb Teeth which dispense color
Polystyrene:

Lightweight
Minute molding
Easy recyclable
Only incineration products are water, carbon dioxide and soot
Used in landfills

SWOT ANALYSIS
Strengths
• Improved hair colouring outcomes and
confidence
• Professional look; all done at home
• Optimized hair coloration process
• Minimized hair damage
• Greater creative hair colouring possibilities
Weaknesses
• Market response currently unknown
• Product looks complicated to handle
• Too many removable parts in product
• Warm water washing required when
a new colour needs to be replaced
Opportunities
• Instant Hair Streak market untapped

Collaboration with famous hair colour brands

• Enhance Product to make more visually
attractive
Threats
• Response of competitors
• Dependency on existing colour
manufacturers

MARKETING MIX
Product

Compact comb made of biodegradable plastic
Helps streak hair while combing
Detachable holder that consists of 3 cylinders

for adding colour and 1 for drying agent

Detachable teeth that can be cleaned

Place

Retail Outlets
Malls

Price

$9.95
Will change with PLC

Promotion

Promotional Kiosks
TV Commercials
Magazine advertisements

COMPETITIVE ANALYSIS (DIRECT COMPETITION)

COMPETITIVE ANALYSIS (INDIRECT COMPETITION)

Maturity
Introduction
Growth
Kill competition
Build Customer loyalty
Change pricing strategy
Instructive Advertising
Increased awareness
Enhanced creativity potential
MARKETING STRATEGY THROUGH PLC
Decline
Sales
Reposition
Time

POSITIONING
High
Convenience
Low
Low
High
Utility
Hair
Sprays
>$12
Quickstreakz(S$9.95)
Highlighter
Pen (>$10)
Home kits
(S$30-35)
Salon
(S$60-80)
Braids & Wigs
($5-$10)

VALUE PROPOSITION
S
T
R
E
N
G
T
H
S

Thank you