Marketing Management

Introduction

•Brand

•Generation of idea for the shampoo

Product

•Type

•Features (Shape, Size, Color, Odor)

•Use

•Benefits

Market Segmentation

I.        GEOGRAPHIC SEGMENTATION :In geographic segmentation, the market is sub divided on the basis of area.•        � Region•        � Urban / Rural  �

II.       DEMOGRAPHIC SEGMENTATION :Demography refers to study4about the different aspects of population. Markets can be divided on demographic factors like age, gender, education etc. The various demographic factors are :•       � Age•       Income

�       �      

 III.     PSYCHOGRAPHIC SEGMENTATION :It refers to individual aspects like life style and personality.      •       Personality�

IV.      BEHAVIOURAL SEGMENTATION :In this case, buyers are divided into groups on the basis of their response to the product – usage rate, user status, loyalty status, buying motives, and so On.•       Usage Rate �•       Readiness Stage�•       Buying Motives�

Targeting

Tagline

Positioning

The key positioning of the brand revolves around the theme of making the hair soft.

Unique Selling Proposition

Contains Beer

Price

Place

•Big Retail Outlets

•Online Shopping Sites

•Saloons and Spas

•Selective Local Retail Shops

Distribution

PromotionAdvertising:

TV AdsAdvertising on Sports Channels and News Channels mainly. Advertising campaign would on for 1 month to start with. TotalBudget for TV ads would be around Rs. 20-25 crores

Newspaper AdsAdvertising in newspapers like TOI, ET and Mid Day. Giving 2 full page ads in each of them. Along with it 5 quarter page ads in each them. Approximately it would cost Rs. 6-7 crores approximately.

Outdoor Media

Using Billboards and Hoardings to catch the attention of the people. The cost of promoting through it would be around Rs. 40-50 lakhs.

Other Promotion Techniques:

•Sponsoring Game Contest on Radio

•Free Samples at Spas and Saloons

•Tying up with a popular Hair Stylist

Presented by:

Dipesh Sanspara

Thank you