Escolar Documentos
Profissional Documentos
Cultura Documentos
Go Clean
Presenting to you a totally new formulation which works
both on your and scalp from the very first wash, washing
away all the dandruff you are worried about so that u don’t
have to hesitate, every time u go out…
Current Market Potential
The awareness to use personal care products made from herbs and other natural
ingredients is increasing. Many people prefer herbal product over synthetic chemical
shampoo. The product has been traditionally made by our ancestors and was widely used
before the advent of chemical / synthetics and is not a totally new product for Indian
customers.
Since the herbal shampoo industry is not fully developed in the country and over
periods of time consumers have become aware of advantages of using shampoo made
from herbals, there are great future prospects for Alyaa Herbals
Unlike synthetic chemical shampoo there are absolutely no side effects from using
herbal shampoo and Herbal shampoos generally attracts the customers, especially the fair
sex .Hence there is growing demand for such an herbal product in urban and in semi
urban areas.
Market Research
1. Hair Care Facts
• The frequency of shampoo usage is very low. Most consumers use shampoo only
once or twice in a week. In many cases, these products are used on special
occasions such as weddings, parties etc
• Some customers use shampoo only to address a specific problem such as dandruff
or when they need to condition their hair
• About 50% of consumers use ordinary toilet soaps to wash their hair
• About 15 % of consumers use toilet soaps as well as shampoo for cleaning their
hair
• Brand loyalties in shampoo are not very strong. Consumers frequently look for a
change, particularly in fragrance
• Regular users would need smaller quantity of shampoo per bath. Hair tend to
collect more dust due to dusty environment and oiling habits
• Southern market is predominantly a sachet market, accounting for 70 % of sachet
volumes
• About 50 % of the shampoo bottles are sold in the Northern region alone
• In the North, local brands such as Ayur have strong equities and these products
being low priced dilute sachet’s USP of low price
2. Market Size
3. Shampoo Awareness
• Urban - 40 %
• Rural - 10 %
5. Growth
i. Should it target only urban and sub urban areas or also include the rural areas?
ii. Should it go for collaborating with some companies for producing bottles,
transportation or do all the things on its own?
iii. What should be the time to time strategies so as to gain a competitive advantage
over others?
Objectives
Alyaa Herbals decided on the following specific objectives:
• Earn an Annual Rate of Return on Investment of 20 percent after taxes over the
next five years.
• Achieve sales of about 20 million bottles (100 percent capacity utilization) in the
first year of operation.
• Achieve the position of being a reliable and widely used herbal shampoo.
Marketing strategy
• Product:
•Safety lock will be on the cap of the bottle to ensure the customer of
non-adulteration.
• Key ingredients
• Safety Features
• Barcode
•High income, upper middle and middle class of urban and sub-urban areas.
7 2.5
35 17
100 68
200 120
iii. Price Flexibility: Prices are Flexible to the market conditions and to the cost
of manufacturing and also to the prices of competitive products.
• Place:
i. Channel of distribution: Manufactured product will move through the
following channel of distribution-
Customer Retailer
This channel of distribution has been adopted as the company is new to the country and
distributing the product by ourselves may result in excessive cost to the company. So to
avoid this problem the company will collaborate with a distributor (to be selected through
the process of tender filling) and as the market is very large it has to go through the
dealers, to ensure proper distribution.
ii. Inventory Management: Production will be done on batch basis and when
one batch will be under process and the raw material for the next batch is
being fed, the raw material for the second consecutive batch will be
procured. This will result in low storage cost and sufficient raw material for
manufacturing.
a. North
b. North East
c. North West
d. South
e. South East
f. South West
g. East
h. West
• Promotion:
This can be illustrated briefly as grabbing the attention of the customer, then holding his
interest, then making the product desirable to him and finally making him to purchase the
product.
AIDA is an acronym for Attention, Interest, Desire, and Action. This strategy can be
made successful through effective advertisement, distribution of free samples etc.
ii. Advertising: To create awareness about the product in the minds of the
customers and to provoke their buying actions. Advertising will be done
through the following mediums:
i.T.V. spots
ii.Magazines
iii.Billboards
i. Exclusives
iv. Personal Selling: Personal selling will be done only in Supermarkets and big
stores, where a representative of the company will be made available to tell
the customers and also help them about the benefits and the uses of the
product and also what differentiates our product from others available
products.
****************