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ReVoke
- 2. Mission Statement • Ourmission is to give a new dimension to the market of hair dye and hair color and to meet the aspiration of millions of men and women • Our mission is also to provide professional range of products that are safe for hair.
- 3. Business goals • Increaseprofit and sales. • Identifying the most important strategically clients. • Loyalty towards the customer. • Promote haircolour usage in the existing market MARKETING GOALS • Create awareness of the product. • To build trust and rapport with the audience.
- 4. Existing Market Sizeand growth • The hair color market in India is worth to 1200 crore and is growing at an increasing rate is really high. It has registered a growth of 3.8% over the previous year Annual production • The production is estimated to be about 400 tones in a year
- 5. Key changes inthe market • The hair color market showed a vigorous growth of 21% in 2009 as compared to previous year. • This growth has come from the mid level powder brand that increased the gross from Rs. 118 cr in 2008 to Rs 202 cr in 2009
- 6. Market view Divers Challengers Increasein disposable income. Usage of harmful chemical. Growth is fashion conscious consumer. Rise in organized retail. Increase in awareness. Increase in male grooming products. Traditionally hair color were used to cover grey hair but now its usage is increased more cosmetic product
- 7. Customer: Demographicand psychographic •Demographic : according to the different product divisions Core Consumers-18-55years • Psychographic -people conscious about their looks. -People who are experimental -People who is searching for excellence in beauty and has an high interest in fashion. -To express their individual personalities through cosmetics.
- 8. Garnier Swot Analysis Strengths 1Presence in Developed Emerging Markets 2 Strong R&D capability 3 High number of Variants Available 4 Excellent distribution network 5 Highly popular brand due to advertising and marketing Weakness 1. Higher Price as compared to other brands 2.Late entry into Asian markets, hence lesser market share Opportunities 1. Demand for natural cosmetics 2.Changing consumer lifestyles 3.Beauty products market growing with a significant rate 4. Tie-ups with corporates, hotel chains and penetrate rural markets Threats 1.Existing Competition 2.Price Competition among Branded Manufacturers
- 9. Product Mix ofExisting company
- 10. Expert Powder Hair Care Original CareAdvanced Color Soft Renew Cream hair colour Powder Hair Colour Godrej Hair Colour L’oreal • No ammonia hair colourant that gives your hair visible shimmering tones, glossy shine and covers grey. Casting crème Gloss • Hair colour enriched with pro-keratin that’s protects and strengthens the hair while you colour L’oreal excellence Revlon Revlon Coloursilk (permanent hair colour) Roots erase (Roots colouring)
- 11. Identificationof Reasons / Problem •To cover the grey hair • To go with the fashion trend • To look good and for self Satisfaction • Following because other did • Inferiority complex if others use it. • Need of nourishment with colors • Festive occasion Information Research • Personal – Television, Internet, Magazine, News Paper • Public –Feedback, Conversation and chats • Experimental-Person who likes to experiment the new products in the market, without any expectation and does not care about the trend and are not brand conscious
- 12. Evaluationof Alternatives • Attributes-Natural ingredients -quality -Price -Ammonia free • Utility - Color duration - Long and Strong Hair - Shine and smoothness
- 13. Purchase decision • Price 010 20 30 Below 100 150-350 above 350 Price range preferred Price range preferred 24 11 15 • Brand People’s preference regarding the replacement of product yes No 31 19 • Quality is the third and the most important factor that helps in making purchase decision as every consumer expects a quality product from the company.
- 14. Post purchase (reviewor feedback) • Long lasting • Natural ingredients • No dry hair and skin irritation • Affordable • Lustrous hair quality • natural looking hair
- 15. Why did youcolor your hair? 18-to cover the grey hair 17-to follow the fashion trend 11-beauty enhance ment other
- 16. Global Trends • Ammoniafree product in the market. • Now the trend has changed to style status from merely covering grey hair. • Earlier hair color and hair dye was just used by adults but now even the young adults and teenager have started use it. • Glossy rich color which use to be fancy of rich and famous has now moved to masses • Now a days, mehndi ,on a large scale is replaced by the hair color and hair dye.
- 17. Tradition and Popularculture Mehendi Hair dye Hair color Hair color Shades Natural Color Ammonia Free White Blondes-Hair Color trend of the summer 2012 Redhead-fiery warriors to seductive maidens, red haired beauties have plenty of ongoing charm.
- 18. Segmentation • Demographic -Age -Gender -Income • Psychographic -Lifestyle •Behavioral -Occasions Targeting • Age group 18-60 • People who want to stay in touch with the on going fashion trend • People who want to look young.
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- 20. Revoke Hair Dye HairDye Herbal Liquid powder Cream Organic Liquid powder Cream Extra Care
- 21. Revoke’s SKIN Services Skintest • Scratch test • Intra dermal test • Patch test
- 22. ReVoke productMix Hair color Onewash Color Spray Multi Shades Customized Semi demi product Mehendi Mix Combination Customized Playing Color
- 23. Pricing Approach • Thepricing approach for our brands would mostly concentrate on the skimming and penetration concept to be in competition with the competitors.
- 24. Revoke’s Distribution Channel •Retail stores • Online Shopping • Tele shopping • Tie-up with salons • Multi level marketing
- 25. Factors to beconsidered while Budgeting • Market Share and Consumer Base • Competition • Advertising Frequency • Product Sustainability Message “Get Revoked”
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- 31. • TVC • RadioSpot • Augmented Reality(BEST AC BUSES) • Ambient Idea-Zebra crossing • On Ground Activity-Graffiti