The document discusses hair dye usage in India and a proposed new hair dye brand called Nonia. It summarizes that almost 40% of Indians dye their hair, with the main players being Godrej, L'Oreal, and Color Mate. It then outlines a marketing plan for a new ammonia-free hair dye called Nonia by Symbi Pvt. Ltd. The plan includes targeting consumers aged 30+ in metro cities, a grand product launch campaign, and distribution through retailers and tie-ups with supermarkets. Nonia will be promoted through TV, print, outdoor advertisements and magazines in its first month with a budget of over Rs. 2 crore.

2.  Almost 40% of people dye their hair.
 It is an easy and non-invasive way of enhancing your
appearance.
 In the Indian scenario the hair color market has been
increasing tremendously since the year 2006.
 The main players are:
Godrej: 33 % of the hair dye market
L’Oreal & Garnier: 60% of the hair cream market
Color Mate: 38% of the hair powder market

3. Advantages :-
 Not only will a hair dye change to a similar tone of
the natural hair but also it will be the least time
consuming, it will also ensure the most natural and
credible look.
 Natural tones are also usually the healthiest for your
hair because they are less damaging and less use of
chemicals.
 Hair dyes in comparison to hair color have fewer
chemicals too, which is good for your hair.

4. 1. Permanent hair dyes
2. Demi-permanent hair dye
3. Semi-permanent hair dyes
4. Temporary hair dyes

5.  The details of the survey are as follows:
 Respondents: 50.
 Demographic profile of TG:
Age: - 30 years and above (hair dye users only)
Sex: - Both males and females
Location: - Mumbai

6.  Which are the famous hair dyes you are aware of?
(Godrej, Vasmol, Biggen, Indica)
 Do you think dyeing your hair is a better option than
coloring your hair?
 Do you face any side effects after using hair dyes?
 How long does the hair dye last? How long does the
hair dye last?
 If any new hair dye is going to be introduced in the
market what would you want it to be like?
Some questions asked in the
research

7. Overall Analysis of Research:
 The leading hair dye brand is Godrej with 60% and
coming close to second is Vasmol.
 64% of the respondents said that they do use one of the
above mentioned hair dyes.
 62% of the respondents feel that hair dyeing is a better
option to hair coloring.
 72% of the respondents didn’t face any side effects.

8.  The lasting effect of the hair dyes. 30% said it
lasted for 4 weeks. 32% said it lasted for 3
weeks. 34% said the hair dye lasted for 2 weeks.
 Hair dyed last most said 2 weeks back with a
34%.
 80% said they had no complains about their hair
dye.
 46% want hair dyes to be herbal and long
lasting.

9. Consumer complaints
on the existing hair dyes:
Itching in the scalp.
hair dye does not last longer.
the number of white strands started
increasing.

10. Name of the company: Symbi Pvt. Ltd.
Symbi
Name of brand of hair dye: Nonia

11. The name Nonia because our hair dye
is ammonia free.
 Therefore, No-nia.
By nia we mean ammonia.

12. Strengths
Weaknesses
Opportunities
Threats

13. Demographic profile:
 Sex: both males and females.
 Age: above the age of 30 years.
 Location: Metro Cities
Primary Audience will be the men and women above 38
years.
Secondary Audience will be men and women between
the age group of 30-38 years and also anyone else
who wants to use ammonia free hair dye.

14. Psychographic Profile
 who take a lot of stress.
 old age wise but young at heart

15. Qualities of our product
 It does not contain ammonia
 No ammonia so no skin or hair allergy.
 It is quick to use and is long lasting
 It also has a good fragrance to it.
 USP: Ammonia free.
Benefits:
 It will not smell bad.
 Quick to use

16. Product pack

17. 4 P’s of Marketing:
 Product: Our product is Nonia ammonia free hair
dye.
 Price: As an introductory price Nonia will be sold
12 grams for Rs.22/- for a twin pack which can be
used for dyeing your hair twice.

18.  Place: Our hair dye Nonia is going to be
launched only in Mumbai.
 Promotion: Since we are a brand new company
coming up with a new product we are planning
to have a grand launch.

19. Launch:
 TV Ad slot
 Print
 outdoor hoardings
 Radio
 Press Conference – (Final introduction)

20. During the introductory stage
Free samples
Trial packs
Free demonstrations

21.  We plan to keep giving our customers a little more
than they expect in order to increase the sales.
 Our goal is to satisfy our customers and only then
earn profits; we also will be having a clean slate on
the ingredients side.
 Our budget is between 25 and 30 crores, so we will
also be having new additions to our brand Nonia.

22. Distribution channels
 Manufacturer of the product – to our company, to
distributors- to retailers/ supermarkets – to consumers.
 Tie ups with super markets like Hypercity, Big Bazar,
Star Bazar, Reliance Fresh
 Tie up with Beauty shop where we plan to give free trials
for a week at the store.

23. Advertising objectives
Trial
Continuity
Brand Switching

24. Frame 1.
 Two sisters are getting ready as they are going for a
wedding.
Last Frame .
 In the last frame she is shown that Nonia is used and
the hair has been dyed
Points highlighted in the TVC:
 Nonia is ammonia free.
 Quick to use – 10 minutes only.
 Leaves no stains on the hands.

27. Print Electronic Outdoor
Newspapers Television Hoardings/
Bombay Times Zee Tv Billboards
Hindustan Times Cafe Star Plus
Mumbai Mirror Sony
Magazines
Femina
Chitralekha

28. Promotional plan for MONTH 1
 3 ads a week in all three newspapers
Rs. 1,20,00,000
 Tvc everyday (mon-fri) during prime time
Rs. 75,00,000
 Tvc every alternate(3) day at between 11am and
5pm.(10sec) Rs. 36,00,000

29.  Billboards at all the 3 destinations for a month.
(Bandra, Andheri & Borivali) Rs.7,00,000
 Magazines
1 Ad in Femina & Chitralekha) Rs. 6,25,000
TOTAL = Rs.2,44,25,000

30.  2 ads a week in three newspaper.
Rs.80,00,000
 Tvc 3 times a week during prime time
Rs. 45,00,000
 Tvc 2 times a week between 11am and 5pm.
Rs.9,60,000

31. Billboards at all the 3 destinations for a
month. Rs.7,00,000
Total= Rs.1,41,60,000

32. Interviews
surveys conducted
mobile sms
Statistics by retailers
recall value
most appealing thing

33. THANK YOU