2. Executive Summary
Product: hair color (majorly semi-permanent)
Product Description:
• Available in 25+ shades.
• Enriched with herbal ingredients
• Vegan,cruelty-free
• It comes in a DIY-friendly kit
• Highly inclusive brand
Primary target market: People aged between 17-35, mainly women and college
individuals who have high fashion consciousness.
Objectives: Aim to change the narrative around hair coloring due to various taboos, given
that the Indian market has limited color options.
Also, to have a significant market share in the industry.
Current growth rate:27.5%
Gross Margin: 70-75%
Website Traffic: 1,25,761(20% growth after shark tank.)
Instagram followers:175k
Revenue:
:
Funding: 65lakhs for
2% equity.
Revenue: 4.5Cr(FY21-22)
3. Swot analysis
STRENGTHS WEAKNESS
OPPURTUNITIES THREATS
• Creme-based hair color
•Powerful Pigments
•Herbal ingredients
•Market Potential
•Brand Awareness
•Competition due to already-
established brands like loreal,
Garnier
•lesser Product Range as of
now.
•Rising Demand for Natural Products
•inclination of consumers towards products
available on in E-commerce.
•Competitor Actions
•Economic Factors
•Changing Consumer Preferences
4. Competitive analysis
DIRECT COMPETITORS COMPARISON OF
PRODUCTS
INDIRECT COMPETITORS
Henna Products
Powder based Dyes
Home-based hacks(people who
are hesitant to try color.)
L'Oreal Paris
Garnier
Streax
Bblunt
DIFFERENTIAL
ADVANTAGES
Herbal Care
First-Mover Advantage
Quality
Shade Variety(25+)
Natural Ingredients
5. Target Market
DEMOGRAPHIC SEGMENTATION:
AGE: 17-35
Gender Inclusivity
Employed Individuals/Financially Well-people
GEOGRAPHIC SEGMENTATION: Urban and Semi-urban areas
PSYCHOGRAPHIC SEGMENTATION:
Lifestyle: Target individuals who value self-expression and want to experiment with hair
colours.
Values: Apt for consumers who prioritize natural and herbal products for their hair care.
BEHAVIORAL SEGMENTATION:
Benefits Sought: semi-permanent nature, ease of application, and herbal care benefits.
Occasion-Based: Parties, festivals, or personal transformations.
6. Marketing Goals
TOFU
MOFU
BOFU
Awareness through instagram reels,
content creation, QnA on their social
media handles
Reviews and testimonials on
their website and their social
media handles
Customer support
Foothold
in market
7. Marketing Mix
PRODUCT PLACE
PRICE PROMOTION
Hair color products includes
permanent, semi-
permanent, and temporary.
Competetive pricing
offering discounts
Online: Purplle, birdsofparadyes.com,
Amazon, Flipkart.
Offline: 35+ health and glow stores across
four cities.
Instagram reels,
content
marketing through
social media
8. Marketing Mix(NEW)
PRODUCT PLACE
PRICE PROMOTION
DIY Bleaching kits
Customized colors available too
After color hair care (serums)
Now, it is also available on
Nykaa, pharmacies, and general
stores (because FMCG
product),beauty salons.
Competitive Pricing is same,
Loyalty Programmes
Combo offers, bundled
packaging.
Collaborations
sponsorships
In Store
kiosks/counters.
