You are on page 1of 26

Marketing Plan of Shampoo

Presented By,
Group No- 03
Animesh (01)
Vishal (16)
Bhushan (25)
Sagar (26)
Unnique
CEO/MD-
GM-
Sales & Marketing Manager-
Finance Controller-
Brands
Unnique

For SEC B&C For SEC B&C


For SEC A
FMCG Growth
Urban Metro

Central
Geographic
India
North
Rural
India

South India

Male
Gender
Female
15-24
Segmentation Age
Demographic 25-55
High
Income Middle
Low
Life style
Psychographic
Personality

Behavioral Benefit
Targeting
Alimento
Alimento
Metros Total Rural Urban

Bangalore 9,621,551 6351618.557 3269932.44

Kolkatta 4,486,679 3231644.715 1255034.29

Chenni 8,917,749 4990295.608 3927453.39


13,830,884

Mumbai 7963099.698 5867784.3

Delhi 13850504 944726.7954 12905777.2

Total 50,707,367 23,481,385 27,225,982


Alimento
o Demographic:
Family size : All
Family life-stage : Single as well as Married
Income based : High income
o Psychographic:
Life-style characteristic : Open
SEC :1
o Behavioural:
Benefits sought : Fights 6 signs of damage
(Hair fall, Dryness, Roughness, Dullness, Split Ends & Conditioning)
o Product attributes: Ceramide Cement With Conditioner
o Positioning : 6 Problem 1 Solution.
o Segment size :
Segment includes nearly 6% of urban metros population.
Promotion
TV
Magazine
5 star hotels
News Paper
Gymnasium
Internet
Alimento
Promotional
Quantity Manf. Cost Cost No. of Unit Total Cost Price Profit

10 ml 12.5 1.56 800,000 14 14.5 178,571.43

175 ml 218.75 27.34 548,571 246 250 2,142,857.14

250 ml 312.5 39.06 224,000 352 358 1,250,000.0

Total 1,572,571 3,571,428.57


Hair & Shine
Hair & Shine
State & U.T. Total Rural Urban

Uttar Pradesh 166,197,921 131,658,339 34,539,582

Bihar 82,998,509 74,316,709 8,681,800

West Bengal 80,176,197 57,748,946 22,427,251

Andhra Pradesh 76,210,007 55,401,067 20,808,940

Madhya Pradesh 60,348,023 44,380,878 15,967,145

Maharashtra 96,878,627 55,777,647 41,100,980

Delhi 13,850,507 944,727 12,905,780

Karnataka 52,850,562 34,889,033 17,961,529

Tamil Nadu 62,405,679 34,921,681 27,483,998

Total 691,916,032 490,039,027 201,877,005


Hair & Shine
o Demographic:
Family size : All
Family life-stage : Single as well as Married
Income based : Middle class
o Psychographic:
Life-style characteristic : Open/ Conservative
SEC : 2&3
o Behavioral:
Benefits sought : Fights 3 signs of Hair fall
(Nourishes the hair root, Restructures hair fiber, Hair grows & Anti dandruff)
o Product attributes: Arginine Essence
o Positioning : 4 Problem 1 Solution.
Refilling bottle.
Click Technology (33 washes guaranteed)
o Segment size :
Segment includes nearly 8% population of selected areas.
Promotion
News paper
TV
Park
Gym
Hoardings
Internet
Celebrity
Hair & Shine
Promotional
Quantity Manf. Cost Cost No. of Unit Total Cost Price Profit

4 ml 2.45 0.28 47,755,102 2.73 3 12,765,306.12

100 ml(B) 105.0 12.12 742,857 117 120 2,142,857.1

200 ml(B) 170.0 19.62 458,824 190 195 2,470,588.24

100 ml (S) 60.0 1,950,000 67 70 6,000,000.00

Total 50,906,783 17,378,751.50


Silk

Silky & Smooth


Silk
State & U.T. Total Rural Urban

Uttar Pradesh 166,197,921 131,658,339 34,539,582

Bihar 82,998,509 74,316,709 8,681,800

West Bengal 80,176,197 57,748,946 22,427,251

Andhra Pradesh 76,210,007 55,401,067 20,808,940

Madhya Pradesh 60,348,023 44,380,878 15,967,145

Maharashtra 96,878,627 55,777,647 41,100,980

Delhi 13,850,507 944,727 12,905,780

Karnataka 52,850,562 34,889,033 17,961,529

Tamil Nadu 62,405,679 34,921,681 27,483,998

Total 691,916,032 490,039,027 201,877,005


Silk
o Demographic:
Family size : 1 or more than 1
Family life-stage : Single as well as Married
Income based : Lower class
o Psychographic:
Life-style characteristic : Open/ Conservative
SEC : 2&3
o Behavioral:
Benefits sought : Silky and Smooth hair
o Product attributes: Basic Shampoo ingredient
o Positioning : Silky hair
Refilling bottle.
Click Technology (33 washes guaranteed)
40% extra on sachet.
o Segment size :
Segment includes nearly 29% of households.
Promotion
News paper
TV
Radio
Poster
Celebrity
Mobile van
Silk
Promotional
Quantity Manf. Cost Cost No. of Unit Total Cost Price Profit

5+2 ml 1.4 0.11 195,000,000 1.51 2 96,000,000.00

100 ml (B) 55 4.23 709,091 59.2 60 545,454.5

100 ml (S) 20 1.54 3,900,000 21.5 25 13,500,000.00

Total 199,609,091 110,045,454.55


SEGMENTATION
Product Alimento Hair & Care Silk

Market
Hair Fall
Dryness
Roughness
Dullness
Split Ends
Conditioning
Nourishment
Restructure of Hair
Stronger hair
Anti dandruff
Silky & Smooth

You might also like