Hair oil marketing plan assignment

Cooling Oils have emerged as an important segment in the Indian hair oil market. Cooling oils are hair oils meant for cooling the scalp during the harsh summer months. The ingredients in the cooling oils cause immediate relief by cooling the scalp. The CAGR of the category has been 20% over the last 5 years. The cooling oil category is now nearly Rs. 7, 000 million in the financial year ended March 31, 2010. 3 1. 2 Target Audience Everyone uses hair oils. But, the product we will be launching is ‘ a perfumed light hair oil with nourishments’.

We will be targeting the urban market with this product. It will have two different versions for men and women. The target age group will be 15 to 35. 1. 3 Positioning It will be a premium / high-end product. It will be a unique product which will have a great fragrance along with all the nourishments that the existing players provide. 1. 4 ??? ??? ??? ??? ??? ??? Key Benefits Long and Strong Hairs Dandruff protection Fragranced hair oil Vitamins and other nourishments Protection from sun rays Shiny hairs 1. 5 Objectives The target would be to achieve a revenur of Rs. 00 million, which contributes to around 10% of the light hair oil market in India. 1. 6 Schedule The product will be launched on the occasion of new year. The schedule will be as follows: 1. December 31, 2011: Product Launch in Mumbai 2. January 1, 2012: Launch of the advertising campaign 3. January 1, 2012: Product available in six metro cities of India 4. April 1, 2012: Launch the product in Tier II cities 5. August 1, 2012: Launch of new varieties 4 1. 7 Budget All figures in Rs. Crore Personnel Salaries, wages Benefits Payroll taxes Commissions and bonuses 10 1 2 1 14

Coupons can also be used to make people aware and increase the sells. We can also have sales persons at various selling locations to talk to customers directly. 8 3. 5 Events For a hair oil, this can be a little different way of marketing. But, street events can be organized where we can give free samples as well. The events can also help build the image of the product. 3. 6 Web marketing Advertising through some online advertisers like google will surely help the promotions of the product. People nowadays spend more time on internet. 3. 7 Web sales The use of e-commerce is increasing.

Thus, online sales system should also be provided to the customers. Special discounts can be offered to attract customers. A collaboration can be established between some leading online stores and our company to facilitate the sales. 3. 8 Channel/partner marketing The major channel used will be modern trade. Thus, we can associate with some of the leading retail chains to sell our product. The profits can be shared with the chain in some ratio and in return they will provide space and visibility in their stores. 4 Pricing Price Rs. 70 Rs. 110 Rs. 130 Rs. 200 Rs. 250 Rs 10 SKU 50 ml 80 ml 100 ml 150 ml 200 ml Sachet (5 ml) International For now, the product will only be launched in India. 6 Technical Support, Customer Service The product being a FMCG product, it do not require any technical support or customer service. 9 7 Risk Analysis 7. 1 Risk 1 Large number of existing players Mitigation Plan We will have to try to distinguish our product and prove it to be unique of its kind. The USP of our product has to be communicated successfully to the consumers. 7. 2 Risk 2 The competition can come up with a similar product. Mitigation Plan We should patent the formula of our product as soon as possible.