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Marketing plan of Shampoo

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Animesh Gupta, Business Development Executive

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Published on Sep 29, 2013

Published in: Education, Lifestyle, Business

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Unnique • CEO/MD- • GM- • Sales & Marketing Manager- • Finance Controller-
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Marketing plan of Shampoo

1. 1. Marketing Plan of Shampoo Presented By, Group No- 03 Animesh (01) Vishal (16) Bhushan (25)
Sagar (26)
2. 2. Unnique • CEO/MD- • GM- • Sales & Marketing Manager- • Finance Controller-
3. 3. Brands Unnique For SEC A For SEC B&C For SEC B&C
4. 4.Unnique
Brands FMCG Growth
For SEC A For SEC B&C For SEC B&C
5. 5. Segmentation Geographic Urban Metro Rural Central India North India South India Demographic
Gender Male Female Age 15-24 25-55 Income High Middle Low Psychographic Life style Personality
Behavioral Benefit
6. 6. Targeting
7. 7. Alimento
8. 8. 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 Mumbai 13,830,884
7963099.698 5867784.3 Delhi 13850504 944726.7954 12905777.2 Total 50,707,367 23,481,385
27,225,982
9. 9. 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,

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Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

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.
10. 10. Promotion • TV • Magazine • 5 star hotels • News Paper • Gymnasium • Internet
11. 11. Alimento Quantity Manf. Cost Promotional 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
12. 12. Hair & Shine
13. 13. 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
FMCG52,850,562
Growth 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
14. 14. 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.
15. 15. Promotion • News paper • TV • Park • Gym • Hoardings • Internet • Celebrity
16. 16. Hair & Shine Quantity Manf. Cost Promotional 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
17. 17. Silk Silky & Smooth
18. 18. 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
19. 19. 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
Segmentation Geographic 40%
washes guaranteed) Urbanextra
Metro
on Rural
sachet.Central Indiasize
o Segment North
: India Southincludes
Segment India Demographic Gender
nearly 29% of
households.
20. 20. Promotion • News paper • TV • Radio • Poster • Celebrity • Mobile van
21. 21. Silk Quantity Manf. Cost Promotional 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
22. 22. SEGMENTATION Product Market Alimento Hair & Care Silk Hair Fall Dryness Roughness
Dullness Split Ends Conditioning Nourishment Restructure of Hair Stronger hair
Anti dandruff Silky & Smooth

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Alimento Metros Total Rural Urban Bangalore 9,621,551 6351618.557 3269932.44 Kolkatta 4,486,679
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9 of 25 28/12/2016 8:22 PM
Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

Alimento Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 10 ml 12.5 1.56 800,000

14 14.5 178,571....

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Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

Hair & Shine

Hair & Shine State & U.T. Total Rural Urban Uttar Pradesh 166,197,921 131,658,339 34,539,582 Bihar

11 of 25 28/12/2016 8:22 PM
Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

82,998,509 74,316,709 8...

Hair & Shine o Demographic: Family size : All Family life-stage : Single as well as Married Income

12 of 25 28/12/2016 8:22 PM
Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

based : Middle cl...

Promotion • News paper • TV • Park • Gym • Hoardings • Internet • Celebrity

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Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

Hair & Shine Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 4 ml 2.45 0.28

47,755,102 2.73 3 12,...

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Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

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

15 of 25 28/12/2016 8:22 PM
Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

74,316,709 8,681,800...

Silk o Demographic: Family size : 1 or more than 1 Family life-stage : Single as well as Married

16 of 25 28/12/2016 8:22 PM
Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

Income based : Lowe...

Promotion • News paper • TV • Radio • Poster • Celebrity • Mobile van

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Marketing plan of Shampoo http://www.slideshare.net/animeshgupta583/marketing-plan-of-shampoo

Silk Quantity Manf. Cost Promotional Cost No. of Unit Total Cost Price Profit 5+2 ml 1.4 0.11 195,000,000

1.51 2 96,000,00...

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SEGMENTATION Product Market Alimento Hair & Care Silk Hair Fall Dryness Roughness

Dullness Split Ends Conditioni...

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