New product strategy - Green(aloe )gel

ALOE GEL-HAIR STYLING GEL“ Add style to your life naturally ”

Suryakumar TVIT BS

ABOUT THE PRODUCT Aloe Hair gel is a hairstyling product that is

used to stiffen hair into a particular hairstyle.

Does not contain alcohol and plastic like other hair styling gels available in the market.

This styling product helps to maintain the moisture in your hair which is necessary for their better growth.

BRAND MANTRA

“ Add style to your life naturally”

COMPETITORS

Set wet hair styling gel Park Avenue – Chrome Styling gel Garnier Fructis Styling Gel Vatika Biotique Bio Wave Gel

SWOT ANALYSIS

STRENGTHSHerbal ProductDedicated EmployeesDistributionCapital Availability

WEAKNESSNew ProductMarket Share

OPPURTUNITIESHuge MarketChanging taste and preference

THREATSCompetitionMarket Condition

SEGMENTATION, TARGETING AND POSITIONING Segmentation:

Geographic :- Urban and Semi-Urban Demographic

Age – 16 – 30 years Gender – Male Socio-Economic Class- Upper middle and middle class

Psychographic Lifestyle- Trendy and health conscious

Behavior Occasion- Regular Benefits- Herbal, hence no damage to hair

STP CONTD… Targeting

Target Audience: Male youth of urban cities who belongs to upper middle and middle class of society and who enjoys parties and other such lifestyle activities.

Positioning An herbal hair styling gel which holds your hair

as you want.” On the basis of benefit: Herbal Product

Non-allergic to all skin types.

Restyling hair. 100% herbal.

It lasts longer and good hold.

Moisturizer. Non sticky. Non-alcholic

POINTS OF DIFFERENCE POINTS OF PARITY

PRODUCT LIFE CYCLE - HERBAL HAIR GEL

MARKETING MIX - PRODUCT STRATEGY Product is differentiated on the basis of

performance quality. This styling product helps to maintain the

moisture in your hair which is necessary for their better growth.

No artificial ingredients.100% natural Certified organic Aloe Vera as the number one

ingredient. Contains no parabens, chemical additives, or synthetic preservatives.

Category of Product: It falls under the category of “Addition” in

new product. Addition of herbal product is made with hair gel

PRICING STRATEGY

Sachet (3 gm)-Rs.2/-(1gm=66 Paise) – Sachet Pack 15 gm tube- Rs. 10/- (1gm=66 Paise)- Small tubes 60 gm tube- Rs. 36/-(1gm=60 Paise) – Standard

tubes 150 gm tube- Rs 90/-(1gm=60 Paise)- Large tubes

Selling Sachet and small tubes will be most beneficial for the Company

Loss-Leader Pricing: Buy one get one free, Free shampoo sachet.

Discounts provided to attract customers.

PORTER’S GENERIC STRATEGYDifferentiation

This is the herbal hair gel to set the hair and give a healthy look.

Cost Leadership

It is available from Rs.2/- to Rs.90/-

Focus

It is focused to concentrate over the youth segment who are cautious about healthy hair

as well as price.

ANSOFF’S MATRIX

DISTRIBUTION

PUSH STRATEGY

Generally, we use push strategy in FMCG products.

Here, the intermediary(link between seller & buyer) promotes and sells the product.

PROMOTION PROGRAMMES

Sponsorship for fashion weeks.

Entertainment programs – LIVE concerts.

Sports league – IPL, HIL, ISL etc

Sponsoring college events.

Promotional coupons.

ADVANTAGES Promotes new hair growth by naturally stimulating

the hair follicles

Infuses natural oils, minerals, and herbal extracts into hair follicles to maintain moisture and improving the overall condition

Because it contains all natural ingredients it is a non-allergenic product which makes it suitable for all skin types including sensitive and allergy prone skin

Aloe Vera have been proven to stimulate the growth of hair by keeping the scalp moisturized