Pgp30225 Shefali Chauhan
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Hair Care• Hair Oils• Hair Color
Healthcare• Healthy refined
edible oil• Functional Foods
Male Grooming/ Styling• Deodorants• Hair
creams/gels/wax
Skincare• Body Lotion• Cosmetics
Beauty & Wellness Solutions Leading MNC Group
• Market Capitalization : 288.12 Billion
MARICO- At a Glance
Robust growth in the Indian market
Market value is according to the Retail Selling Price (RSP)
HAIR CARE
INDUSTRY
Conditioners
Hair Colorants
Pems & RelaxersShampoos
Styling Agents
MARKET OVERVIEW
0%
2%
4%
6%
8%
10%
12%
14%
16%
2009 2010 2011 2012 2013 $-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Value: $millions, 2009-13
0%
2%
4%
6%
8%
10%
12%
14%
2009 2010 2011 2012 2013 $-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Volume: $millions, 2009-13
• The compounded annual growth rate of the market in the period 2009-2013 was 12.1%
• The growth rate (value based) is expected to decline in the future
• The compounded annual growth rate of the market in the period 2009-2013 was 10.3%
• The growth rate (volume based) is expected to decline in the future
Conditioner46.42%
Shampoo38.81%
Hair colorants13.20%
Styling agents1.20%
Pems & relaxers0.37%
Market segmentation: % share, by value, 2013
China31%
Japan29%
India12%
South Korea5%
Rest of Asia Pacific23%
Geographic segmentation: % share, by value, 2013
Marico Limited, 16.7%
Unilever, 14.9%
Dabur India imited, 11.3%
Procter & Gamble, 9.6%
Other, 47.5%
Indian haircare market share: % share, by value,2013
Independent retailers, 79.9%
Convenience stores, 5.7%
Pharmacies/ grug stores, 4.5%
Specialists retailers, 3.9%
other, 6.1%
Indian haircare market distribution: % share, by value,2013
Hair serum that puts an end to:• Tangled,• Dry &• Unmanageable hair
‘Cutisoft’ Formula Softens cuticle by sealing moisture Vitamin E rich Leaves hair silky, smooth and manageable
PRODUCT- Silky Potion
‘Let your hair down ANYTIME and ANYWHERE’
PRODUCT- Moroccan Silk Serum Hair serum that puts an end to:
• Detangling• Hair breakage
Goodness of Moroccan Argan oil Protects from UV rays- sunscreen protect Nourishes and softens hair Conditioning agent from Japan Long lasting radiance and shine to hair
‘Effortless Detangling, Effortless Beauty’
PRICELI
VON
SIL
KY S
ERU
M
AMAZON
FLIPKART
SNAPDEAL
LIVO
N M
ORO
CCAN
SER
UM AMAZON
FLIPKART
SNAPDEAL
• 50 ml: -• 100 ml: Rs 215
• 50 ml: Rs 112• 100 ml: Rs 210
• 50 ml: Rs 165• 100 ml: Rs 215
• 30 ml: - Rs 149• 59 ml: Rs 245
• 30 ml: -• 59 ml: Rs 245
• 30 ml: Rs 149• 59 ml: Rs 259
PRICE AND PLACE Not a premium product Feel based buying behaviour As compared to the competitors Livon is not highly priced Distributed through various channels:• E-commerce websites• Kirana stores• Pharmacies• Marts• Cosmetic stores
PROMOTIONWebsite for both the products
http://marico.com/india/brands/livon/livon-silky-potionhttp://www.livonilovemyhair.com/#overview
COMPETITORS PRODUCTS
Price: Rs. 365 (100 ml)Removes split ends, glossy shine, silky smooth hair
Matrix
Price: Rs. 600 (50 ml)First Aid for split ends, ‘Unifi brine’ smoothing polymer, protects from further damage
Loreal
Price: Rs. 160 (100 ml)Natural moisture locking and conditioning effect, enhancing hair and smoothens unmanageable hair
Streax
POSITIONING
POP
SMOO
TH
HAIR
SHIN
EPR
OTEC
TS
DAM
AGE
POD
CUTI
SOFT
FO
RMUL
AVI
TAM
IN-E
RI
CHM
OROC
CAN
OIL
KEY POINT OF DIFFERENCELivon’s key differentiating points are:
CUTISOFT Formula: Helps keep the hair smooth, shiny and manageable through scientifically proven hair protecting
polymers Protects further frizziness
Vitamin-E rich: Vitamin-E is useful in preventing greying of hair, stimulates hair growth, keeps hair lustrous and
prevents split ends Moroccan oil:
Moroccan oil is proven to prevent drying of hair, keeps hair smooth and gradually treats them