This is our group project of Marketing Management subject.

2.  Vision
 “To give men more power to look and feel great”
 Mission
 “To offer all men an opportunity to look and feel
great by providing quality and affordable
grooming products and continuously improving
our products and services to delight or
customers in everything we do.”

3.  Ad
 Branding Elements:
 Brand name : Nawabi
 Logo
 URL : www.nawabi.com
 Slogan : “Real Men Look Great”
 Packaging

4.  Primary Data:
62%
38%
Would you purchase
grooming products
online?
Yes No
80%
20%
Do you want a separate
market for men's
grooming products?
Yes No

5.  Secondary data –
 According to a Nielsen study, Indian men’s grooming market
has shown a growth of more than 34%.
 The market today stands at about $278 million.
 Men's Grooming Market in India is expected to Grow at a
CAGR rate of 22% till 2020 according to a study carried out
by Novonous.
 According to a study, men(age group of 18 to 25) spend more
money on grooming and personal care products than women in
India.
 According to a recent study by Indian industry body
ASSOCHAM, Indian men spend approximately $100 more than
women in personal care products. Also, 85% men prefer to buy
their own grooming products, and do not rely on the women in
their households to do so.

6. Marketing
Mix
Product
Price
Place
Promotion
People
Process
Physical
Evidence

7. ‘Shape it!’
(Beard Kit)
‘Look like a man!’
(Clean-up Kit)
‘Style it’
(Hair Kit)Services
offered:
‘Nawabi’s Say” (Blog by
an expert)
‘Make your own Kit’
Tutorial Videos
‘Nawabi at your Doorstep’
(grooming services at
your house)
‘Go urbane’
(Shaving Kit)

8. Add ons:
• Beard Accessories
• Hair Accessories
• Hair Color
• Hairfall Shampoo
• Body Lotion
• Body Hair Removal Cream
• Nose and Ear hair tweezer
• Wet wipes for men
The value proposition offered is “One stop ,
satisfying your needs at affordable prices.”

9.  The price of our products will be economical so
that a person with medium range salary can
easily afford the Nawabi Products and services.
 Pricing objective :
 Survival
 Growth in market share
 Pricing stategies:
 Bundle Pricing
 Psychological Pricing
 Optional Pricing

10.  Nawabi products and services are available all over India.
 The HO is in Gurgaon and it has strategically placed
warehouses in:
 Kadi (Gujarat)
 Satara(Maharashtra)
 Nagpattanam (Tamil Nadu)
 Hawra (West Bengal)
 Bhind (Madhya Pradesh)
 Direct Distribution Channel
Nawabi
(Manufacture
r)
Consumer

11.  Advetising:
 On news channels and sports channels
 Before movies in movie theatres
 Newspapers- front page ads
 Social media ads
 Ads in Times of India and CricBuzz Apps
 Testimonials and reviews
 Loyalty incentives(Registration and
recommendation points)
 Subscription offers
 Personalized letters
 Free Gifts with delivery

12. Promotional Activities
1. Social Media •Public page
•Cookie ads on Facebook
•Sponsored ads on Instagram and Twitter
2. Movie Screen Advertisement •Collaboration with PVR Cinemas.
•Ads on 1st and 4th Saturday and Sundays
every month for 1 year.
3. Newspaper Advertisement •10x10 newspaper ad in TOI’s City edition.
4. Sports Time Advertisement •Pop-up ads on sports channels during cricket
matches.
5. Promotion at campuses •Sponsorships at selected college’s annual
festivals.
6. Mobile app promotion •Pop-up ads on CricBuzz, NDTV and TOI
apps.
7. Outdoor Activities •Promotion in malls in tier-I and tier-II
cities.
8. Promotion with series •Collaboration with popular online series like
TVF Pitchers and AIB.
9. No Shave November •Increase number of promotional activities in
November.

13.  Departments-
 I.T Dept, Acc.&Fin. , Purchase and
Logistics, Marketing & Advertising
 Culture-
 Values: quality, honesty, transparency,
accountability, punctuality, assurance
 Customer Service-
 Quality service and Value for Money

14. Register/Log-
in
Browse Order
Billing &
Payment
Order
Confirmation
Shipment
(Order
Tracking)
Delivery

15.  For payments:
 Credit Card, Debit Card
 COD
 vouchers available as e-gift
 Net Banking
 Paytm

16.  Product
 Website
 Logo

18. Political
•Make in India campaign
•Tax Policies
•Tax on e-commerce goods in Gujarat
•Bureaucracy
Economic
•Inflation
•Increase in disposable income
•Growth rate 7-8%
Socio-cultural
•Increase in standard of living
•Change in lifestyle
•Age Demographics
•Increase in social networking
Technological
•E-commerce and M-commerce trend
Legal
•IT Act,2000
•Employment Law
•Consumer Protection Act
Environmental
•Eco-friendly products

19. Potential Entrants
• high threat -
Beardo
Bargaining Power of
Buyers
• Low competition =>
lesser bargaining
power
• High no. of buyers
=> lesser bargaining
power to buyers
Bargaining Power of
Suppliers
• More no. of
suppliers => less
bargaining power to
suppliers
Industry
Rivalry
• Ustraa
Threat of Substitutes
• Other companies’
individual grooming
products
• Saloons and spas

20. STRENGHTS
-> Strong relations with suppliers
-> Website backed by App
-> Quality Products (natural)
-> One stop for men’s grooming
products
-> Services at doorstep
-> Easy accessibility
WEAKNESSES
-> Limited distribution channel
-> Cost of acquisition
-> Prevailing psychology of men being
averse to skincare
OPPORTUNITIES
-> Expanding product categories
-> Growing beauty consciousness
among men
-> Strong supply chain
-> Establishing in other developing
economies
THREATS
-> Competition from local spas and
saloons
-> Initially low acceptance
-> Competition from individual
grooming products
SWOT
Analysis

21. Basis of
comparison
Ustraa Spas Saloons
Target Market •Focus only on
youth.
•All those who
want to get
groomed and
relaxed.
•Men and women
who want to get
avail grooming
services.
Value Proposition •Providing
different
products for
grooming
especially for
men.
•Along with
service, they
provide the
perfect
ambience.
•Transforming
the consumer’s
looks.
Strength •First mover
advantage
•Personalized
attention to
consumers.
•Personalized
attention to
consumers.
Weakness •Marketing
limited to social
media.
•Limited
awareness of
•The consumer
needs to go to a
physical place to
avail the service.
•Cutthroat
competition
among saloons.
•To avail the
service have to

22. Segmentation (Market segmentation approach)
• Young males and males in the age group of 30-50 years
Targeting (Segment marketing)
• Males residing in urban and semi-urban areas, belonging
to middle class and upper middle class, between the age
of 17-50 years who want to look fresh and vibrant
throughout the day by using natural products.
Positioning
• For men who wish to look great anywhere, anytime.

23. High Price
Affordabilit
y
Services
No
Services
Spas
Saloons

25.  Primary Activities:
 Inbound Logistics
 Raw Materials
 Distribution of individual products to different
warehouses
 Gathering information regarding customer
preferences and trends.
 Operations
 Packaging of final products and sending to
warehouses for further customized kit packing.
 Outbound Logistics
 Delivery through FedEx and Bellezza Salon.

26.  Marketing and Sales
 Segmentation
 Target Market
 Branding
 Introduction of new products and services
 Pricing
 Distribution
 Advertising
 Promotional offers
 Services
 Online orders
 Home delivery
 After sales service

27.  Support Activities:
 Firm Infrastructure
 Head office-Gurgaon
 Factory –Gurgaon
 Warehouses/Distribution centers
 Human Resource Management
 Managing employees
 Rewards and appraisals
 Training employees
 Knowledge transfers

28.  Technology
 E-commerce website
 Customized database software
 Feedback forms
 Research work
 Procurement
 Acquiring the resources
 Finished goods(before packaging)

29. Be Nawabi !!!