Brand Extension of Marico: Livon

1. Marico Brand Extension
LIVON
‘I LOVE MY HAIR’

2. Hair Care
• Hair Oils
• Hair Color
Healthcare
• Healthy refined
edible oil
• Functional Foods
Male
Grooming/
Styling
• Deodorants
• Hair
creams/gels/wax
Skincare
• Body Lotion
• Cosmetics
 Beauty & Wellness Solutions
 Leading MNC Group
• Market Capitalization : 288.12 Billion
MARICO- At a Glance

3.  Robust growth in the Indian
market
 Market value is according
to the Retail Selling Price
(RSP)
HAIR
CARE
INDUSTRY
Conditioners
Hair
Colorants
Pems &
Relaxers
Shampoos
Styling
Agents
MARKET OVERVIEW

4. MARKET DATA
ANALYSIS

5. 0%
2%
4%
6%
8%
10%
12%
14%
16%
2009 2010 2011 2012 2013
$-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Value: $millions, 2009-13
0%
2%
4%
6%
8%
10%
12%
14%
2009 2010 2011 2012 2013
$-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Volume: $millions, 2009-13
• The compounded annual growth rate of the
market in the period 2009-2013 was 12.1%
• The growth rate (value based) is expected to
decline in the future
• The compounded annual growth rate of the
market in the period 2009-2013 was 10.3%
• The growth rate (volume based) is expected to
decline in the future

6. Conditioner
46.42%
Shampoo
38.81%
Hair colorants
13.20%
Styling agents
1.20%
Pems & relaxers
0.37%
Market segmentation: % share, by value, 2013
China
31%
Japan
29%
India
12%
South Korea
5%
Rest of Asia
Pacific
23%
Geographic segmentation: % share, by value, 2013
Marico Limited,
16.7%
Unilever, 14.9%
Dabur India
imited, 11.3%
Procter & Gamble,
9.6%
Other, 47.5%
Indian haircare market share: % share, by value,2013
Independent retailers,
79.9%
Convenience stores,
5.7%
Pharmacies/ grug
stores, 4.5%
Specialists retailers,
3.9%
other, 6.1%
Indian haircare market distribution: % share, by value,2013

7. MARKET COMPETITORS

8. 4P Analysis

9. PRODUCT
PRICE
PROMOTION
PLACE

10.  Hair serum that puts an end to:
• Tangled,
• Dry &
• Unmanageable hair
 ‘Cutisoft’ Formula
 Softens cuticle by sealing moisture
 Vitamin E rich
 Leaves hair silky, smooth and manageable
PRODUCT- Silky Potion
‘Let your hair down ANYTIME and ANYWHERE’

11. PRODUCT- Moroccan Silk Serum
 Hair serum that puts an end to:
• Detangling
• Hair breakage
 Goodness of Moroccan Argan oil
 Protects from UV rays- sunscreen protect
 Nourishes and softens hair
 Conditioning agent from Japan
 Long lasting radiance and shine to hair
‘Effortless Detangling, Effortless Beauty’

12. PRICELIVONSILKYSERUM
AMAZON
FLIPKART
SNAPDEAL
LIVONMOROCCANSERUM
AMAZON
FLIPKART
SNAPDEAL
• 50 ml: -
• 100 ml: Rs 215
• 50 ml: Rs 112
• 100 ml: Rs 210
• 50 ml: Rs 165
• 100 ml: Rs 215
• 30 ml: - Rs 149
• 59 ml: Rs 245
• 30 ml: -
• 59 ml: Rs 245
• 30 ml: Rs 149
• 59 ml: Rs 259

13. PRICE AND PLACE
 Not a premium product
 Feel based buying behaviour
 As compared to the competitors Livon is not highly priced
 Distributed through various channels:
• E-commerce websites
• Kirana stores
• Pharmacies
• Marts
• Cosmetic stores

14. PROMOTION
Website for both the products
http://marico.com/india/brands/livon/livon-silky-potionhttp://www.livonilovemyhair.com/#overview

15. PROMOTION
YouTube channel
AND
TV Commercials

16. PROMOTION
MAGAZINE ADVERTISEMENTS CELEBRITY ENDORSEMENTS

17. Positioning

18. COMPETITORS PRODUCTS
Price: Rs. 365 (100 ml)
Removes split ends, glossy
shine, silky smooth hair
Matrix
Price: Rs. 600 (50 ml)
First Aid for split
ends, ‘Unifi brine’
smoothing polymer,
protects from further
damage
Loreal
Price: Rs. 160 (100 ml)
Natural moisture
locking and
conditioning effect,
enhancing hair and
smoothens
unmanageable hair
Streax

19. POSITIONING

20. KEY POINT OF DIFFERENCE
Livon’s key differentiating points are:
 CUTISOFT Formula:
 Helps keep the hair smooth, shiny and manageable through scientifically proven hair protecting
polymers
 Protects further frizziness
 Vitamin-E rich:
 Vitamin-E is useful in preventing greying of hair, stimulates hair growth, keeps hair lustrous and
prevents split ends
 Moroccan oil:
 Moroccan oil is proven to prevent drying of hair, keeps hair smooth and gradually treats them

21. Brand Building

22. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience

23. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
Hair serum;
Identify brand because of
need created for soft and
frizz free hair,

24. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
Quality Ingredients
(Cutisoft formula, oroccon Oil,
Vitamin E);
Soft and frizz free hair;
Elegant design

25. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
For anyone who
wants a boost in
confidence and
beautiful hair

26. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
Trustworthy;
Good value for money;
Delivers

27. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
Confident;
Satisfaction;
Youthful

28. Brand
Resonance
Judgment Feelings
Performance Imagery
Salience
Attachment;
Engagement;
Loyalty created

29. Thank You

30. Submitted by:
Shefali Chauhan
IIM Lucknow-PGP30225
under the guidance of
Prof. Sameer Mathur
Ph.D. & M.S. (Marketing) - Carnegie Mellon
as a part of course on Brand Management