BeautifulManaga

bleShiny

Tangle free

Smooth

Are you tired of having to use the Straightner everyday?

Has your hair started to look damaged?

Do you want straight hair without having to style it eveywhere?

Clairene En spirale

Product

New Stylist NewLife New You

Straightening Spray

Natural waves

Instant straightening

Chemical free

Non allergic

Curling Spray

Instant curls

Shine and bounce

3 choices:

Long curls

Short curls

Medium curls

Price

• Market Penetration Pricing

• Straightening Spray– 250ml - Rs 600

• Curling Spray– Long curls 250ml - Rs 750–Medium curls 250ml - Rs 800– Short curls 250ml - Rs 900

Place

We plan to place our products in the following outlets;

Shopping Malls

Super Markets

Speciality Stores

Online Retail Sites

Promotion

We promote our product in following ways:

Social Media

Newspaper, Magazines and Pamphlets

Contests

Tie up with branded beauty saloons

Low cost outdoor banner

Mass media marketing

Segmentation, Targeting and Positioning

•Demographic Segmentation

  Age :  Young age mostly youth

  Gender : Mostly female

Occupation :  Young working women

Income :  Middle and upper middle class

Segmentation

•Psychographic Segmentation

Innovators: Successful, sophisticated, active, “take-charge” people with high self esteem. Purchases often reflect cultivated tastes for relatively upscale, niche oriented products and services.

Thinkers: Mature, satisfied and reflective people motivated by ideals and who value order, knowledge and responsibility. They seek durability, functionality, and value in products.

Experiencers: Young, enthusiastic, impulsive people who seek variety and excitement. They spend a comparatively high proportion of income on fashion, entertainment and socializing.

Strivers: Trendy and fun-loving people who are resources constrained. They favour stylish products that emulate the purchases of those with greater material wealth.

•Behavioural Segmentation

Need: Natural looking straight hair Natural looking curly hair

Benefits: Less chemicals Shine and bounce Non allergic

Decision roles: Users: Non users and potential users

•Geographical Segmentation

Region: Indian Mraket

Urban Areas : Class II cities and Metro

TARGETING

• From the data collected, we have built up

– a consumer profile of women aged 20-35

– working community or student.

Target Market

Aware

Not tried Tried

• Not tried

–Neutral

– Favourable opinion: Women who are

hesitant about going to parlour, who wants a

professional experience,but because of various

reasons like cost,time and inconvenience they

decide not to.

• House wives,women with busy work

schedule,students who cannot afford such

treatments.

Tried

Repeated

Switcher

Not yet repeated

• Tried

Women who have already tried straightening or

perming products of any form.

– Not yet repeated

Women who used such products but are unwilling

to try it again because of the side effects,lack of

different choices to try,not satisfied with the

result.

Women who likes to experiment with their looks :

students

• Repeated

Women who are risk takers

Women who buys hair care products from shops

Hair care professionals

Women who makes buying decisions based on clinical evidence

Very hair conscious

• Switchers

Women who are not particularly loyal to any brand but

prefers versatality and a saloon experience.

• A typical consumer from this target group:

– Is probably a student or a professional

– Fashion hair care professionals

– Hair conscious women

– Women who have tried chemical treatments but

are not satisfied.

– Women who are conservative and prefers

minimum harmful products on their hair.

Positioning

Brand - Premium

PODs

Ease of Use Free of chemicals Non allergic

POPs

Shine and bounce Stylish Quality

New Stylist New Life New You

Competitor Analysis

• Straightening Iron

SchwarzkoppBabyliss

• Curling tong

BabylissRemington

• Straightening / Perming Cream

L’orealPosaCynos

• Saloons