Group 6 market planning and evaluation workshop. made by the students of Marketing Communications of Northpoint Centre of learning

1. Market planning and
Implementation Workshop

2. GROUP 6
• Anushree Kandalkar (MarComm)
• Kaveri Chandrashekar (MarComm)
• Kinnari Kamdar (MarComm)
• Monika Krishna (MR)
• Twisha Banerjee (MarComm)
• Rishi Chauhan (MarComm)

3. FREYA
presents
RADIANCE

4. “Radiance”
An instant shampoo tissue that
cleanses superficial dirt and
leaves your hair shiny
A new hair care solution for a
busy day

5. Mission Statement
We believe that your body is a temple and
needs to be treated that way. We enable
you to discover your inner beauty.

6. Consumer Language
Gives you the benefit of clean and shiny
hair, for up to 4 – 6 hours, in five minutes.

7. Company profile
• Set up in 1989 by Mr. Cawas and Mrs. Zephra
Currimbhoy
• Well established since 25 years in hair care ,
cosmetics and accessories
• Headquarters – Powai, Mumbai
• Pan-India presence
• 30 retail stores, 15 spas and salons ( Metros)
• Website – Freyabeauty.com
• The main thrust in the future is for instant
beauty solutions in the areas of hair care

8. Market Profile
• India is the huge market in the hair care
products
• Radiance is a new entrant in the grooming
and hair care market
• Our product is positioned as a
complimentary product to shampoo.

9. Substitute Products
SUBSTITUTES
Spray
Serum
Mouss
e

10. Metros
Women
20-25
Workin
g
High
Income
Middle
income
Non-
Working
25-30
Above
30
Men
Segmentation and Targeting

11. Peripheral market
Core target :
25-30
working
women
Other aged
group
working
women
College
students
Working
men
Positioning : Instant superficial cleaning and
grooming product

12. Consumer profile
• Consumer environment analysis :
• Our consumer
• Leads a hectic life
• Works up to 10 hours a day (can be stretched to
14 hours)
• Most of them travel by public transport (trains,
metros, buses and autos) or two wheelers
• Comes in contact with various pollutants
• Works hard
• Parties harder

13. Pen Portrait
7 am – Wakes up and showers
7.40 am – Grabs her breakfast and runs finger through damp hair
8 am – Travels to work by crowded train
8.50 am – walks to work while the pavement is being swept
9 am – Reaches office ( meeting scheduled at 10am)
9.45 am – Freshens up
1 pm – Winds up the meeting and grabs a microwavable lunch and eats at desk
4 pm – afternoon filled with work and fuels herself with coffee
(client meeting at 5 pm )
4.30 pm – travels to the clients office and quickly discusses the meeting’s agenda
6.30 pm – travels back to office by colleague’s car
7 pm – realises she has to go for a party with her friends
7.30 pm – calls for a cab and freshens up on the way
11 pm – party gets over
12 midnight – reaches home and tumbles into the bed exhausted.

14. Other Occasions
• Gym
• Party
• Weddings
• Heading out for a date

15. Product profile
FREYA
Personal
Care
Body care
Hair care
Spas and
Salons
Cosmetics
Eyes
Lips
Face
Accessories
Belts
Bags
Jewellery

16. Freya hair care
Shampoo &
Conditioner
Serum Oil
Instant Shampoo
Tissue
Basic
Aloe
Vera
Mint
Citric
Berry

17. Packaging
• Individual sachets in a teal cardboard box
Design of the sachet :
- Air sealed silver sachet with Freya logo and
“Radiance”
- Anti bacterial, moisture retention
• One folded, moist tissue in each sachet
• Sachet colour will change according to the
fragrance
• Size of the tissue : 8 inches by 8 inches
• Directions to use will be mentioned on the box
and the sachet

18. Directions for use
1) Tear sachet along the dotted line
2) Gently smooth tissue over hair from the
crown to the tips
3) Fold and wipe at your convenience
4) Dispose of tissue appropriately

19. Product Visualization

20. Pricing
• Base price from the wet wipe tissue
• Cost is based on the manufacturing
process
• Package size and pricing :
Packet Size Price
10 wipes 100 /-
20 wipes 200 /-
25 wipes 250 / -

21. Channels of Distribution
1 .Manufacturer Consumers
2. Manufacturer
Distributors
Retailers
Consumers

22. Distribution
• Business to Business :
1. Hotels
2. MNCs
3. Malls
4. Airports
• Business to Consumers:
1. Freya retail stores
2. Spas and salons
3. Modern Trade
4. E – commerce

23. Sales Management
Metro
Business to
Business
Head Sales
Manager
Company
owned stores
Head Sales
Manager
▪Sales Manager(hotels)
▪Sales Manager
( MNCs)
▪Sales Manager (Malls)
▪ Sales Manager
(Airport)
▪ Sales Manager
( Freya stores)
▪ Sales Manager
(Spas and salons)
▪ Sales Manager
( modern trade )

24. Activation Plan
• Sales conference – 14th September.
• Objectives of the conference
❖ Motivate our sales force
❖Update our salesman on the latest industry
developments (as well as peripheral
industries)
❖Educated in the latest sales techniques
❖Equipping them with all the tools for optimum
performance

25. Activation Plan
• Press Conference – September 25th,
2014.
• Objectives of the conference
❖ Introduce the media to Radiance
❖Launch date – 1st October, 2014 with a
fashion event.
❖A promotional activity till the launch of the
product:
-Digital Advertising – “What makes you shine”
on Twitter and Facebook(#shinewithfreya)

26. Promotion
Above the line
Below the line

27. Above the line
• Advertisements – “Shine Campaign” – 3
sixty second TVC’s with the tagline
“When you shine, so do we”
• Print Ads – magazines like “Vogue India,
Femina and Cosmopolitan”
• Digital Advertising – “What makes you
shine”
• Hoardings at the Metro Stations

28. Below the line
• Kiosks in malls – free sampling, product
demonstrations
• Freya Fashion Week – promote Radiance
• Give Freya gift baskets as prizes for our
Twitter and Facebook competitions

29. CSR Activities
All profit made from ticket sales from our
fashion shows will be donated to Nanhi Kali
– a organization dedicated to the education
of young orphaned girls.

30. To a store near you !!!!!!!!

31. THANK YOU