1. Hair Care Market
Saleh Towfiq

2. This Presentation Covers
Hair Care Market
Consumer trend
Scope of growth in this industry
Marketing strategy for new product
Challenge for the Whole sellers
Strategies to promote brand loyalty

3. The Hair Care Market
Stable market growth 2%
Growth outside Dhaka is
more than 8%
Middle class are major
market.
Dominated by multi-
nationals: Unilever 61%
Sales promotion benefit:
25%
Styling products:
Imported

4. Challenge & Strategies for Wholesalers
Challenges:Styling products
Smuggling
Baggage party
Dominance of imported styling products
Strategies :
Manufacturers
Retailers
Regulatory Authorities

5. Buying Motives:
Shift from convenience to beauty
Interest in augmented products
Interest in new products
Interest in mini packs: Lower & Lower middle class
Multi-buy Promotions
Shampoo-Conditioner
Insufficient product line
Styling & Hair Color products: Imported, Expensive,
large pack size.

6. New Product
Hair Color
URBAN
RURAL
LOW INCOME GROUP
HIGH & MIDDLE INCOME GROUP
MINI PACK
LOW PRICE
Promotion 1 year:
SALOONS
EXTENSIVE DISTRIBUTION
FAMILY PACK
PREMIUM PRICE
BRAND AMBASADOR
PROMOTIONTV,NEWSPAPERS,PARLOURS
SELECTIVE DISTRIBUTION
AUGMENTATION

7. New Product
Hair Colour
MALE
FEMALE
16 - 34 YRS
40 + YRS
BASIC / NATURAL
COLOURS:TRENDY,FEMINIE
COLOUR VIBRANT
COLOUR BASIC
VALUE ADD-HAIR SOFTNER
VALUE ADD- HAIR FALL
- MEDICATED

8. New Product
Style
Products
Upper Middle Class
&
Upper Class
Packaging
Augmented / Value Added
Small
Family
Promotion
-Brand Ambassador
-Beauty Parlor
-Saloon Sample
Price-Premium

9. Marketing Effort
Region Wise
Retail Store - Wise

10. Targeted Region
Shampoo
315
128
156
317
115
160
319
130
170
328
132
175
347
137
186
100
200
300
400
2001
2002
2003
2004
2005
CTG
BSL
SYL

11. Targeted Region
Hair Oil
95
82
67
97
87
75
99
91
75
102
95
77
106
105
79
50
60
70
80
90
100
110
2001
2002
2003
2004
2005
CTG
BSL
KHU

12. Targeted Region
Conditioner
308
15
10
311
25
17
325
35
27
337
56
47
350
67
67
10
60
110
160
210
260
310
2001
2002
2003
2004
2005
DHK
CTG
SYL

13. Targeted RegionStyling Products
15
4
17
7
19
15
34
17
48
19
2
7
12
17
22
27
32
37
42
47
2001
2002
2003
2004
2005
DHK
SYL

14. Retail Store
Shampoo
515
46
517
40
519
50
528
75
547
86
40
70
100
130
160
190
220
250
280
310
340
370
400
430
460
490
520
550
2001
2002
2003
2004
2005
Super Store
Local Retail

15. Retail Store
Hair Oil
95
127
97
154
99
159
102
155
106
187
50
80
110
140
170
200
2001
2002
2003
2004
2005
Super Store
Local Retail

16. Retail Store
Conditioner
18
305
20
305
25
315
57
346
60
373
10
40
70
100
130
160
190
220
250
280
310
340
370
2001
2002
2003
2004
2005
Market Place
Super Store
Large Outlet

17. Retail Store
STYLING PRODUCTS
16
20
29
41
52
10
20
30
40
50
60
2001
2002
2003
2004
2005
Super Store

18. Brand Loyalty
Effort to Protect & Promote Brand Loyalty
Line Extension
Customer Related Campaign
Advertisement through electronic & Printing Media
Brand Ambassador

19. Brand Loyalty Vs Market Growth
Brand Loyalty Ensures
Competitive Advantage
Influence Consumer Behavior
Barrier for Competitors
Create better value of the Firm
Contribution towards Price Increment

20. Thank you