product launch, 4 p's of marketing
DESCRIPTION
its all about a new product development and describes about the 4 p's of marketing . we also done the positioning and launched a fully new productTRANSCRIPT
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BeautifulManaga
bleShiny
Tangle free
Smooth
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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?
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Clairene En spirale
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Product
New Stylist NewLife New You
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Straightening Spray
Natural waves
Instant straightening
Chemical free
Non allergic
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Curling Spray
Instant curls
Shine and bounce
3 choices:
Long curls
Short curls
Medium curls
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Price
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• 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
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Place
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We plan to place our products in the following outlets;
Shopping Malls
Super Markets
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Speciality Stores
Online Retail Sites
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Promotion
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We promote our product in following ways:
Social Media
Newspaper, Magazines and Pamphlets
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Contests
Tie up with branded beauty saloons
Low cost outdoor banner
Mass media marketing
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Segmentation, Targeting and Positioning
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•Demographic Segmentation
Age : Young age mostly youth
Gender : Mostly female
Occupation : Young working women
Income : Middle and upper middle class
Segmentation
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•Psychographic Segmentation
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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.
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•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
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TARGETING
• From the data collected, we have built up
– a consumer profile of women aged 20-35
– working community or student.
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Target Market
Aware
Not tried Tried
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• 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.
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Tried
Repeated
Switcher
Not yet repeated
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• 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
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• 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.
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• 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.
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Positioning
Brand - Premium
PODs
Ease of Use Free of chemicals Non allergic
POPs
Shine and bounce Stylish Quality
New Stylist New Life New You
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Competitor Analysis
• Straightening Iron
SchwarzkoppBabyliss
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• Curling tong
BabylissRemington
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• Straightening / Perming Cream
L’orealPosaCynos
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• Saloons