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8/14/2019 21-Market Information Belezza
http://slidepdf.com/reader/full/21-market-information-belezza 1/27
MARKET INFORMATION
Hair colour market in India – Rs 450 crore
Growth Rate- 24-25% YearlyAnnual production 400 tones
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HTTP://PAKISTANMBA.JIMDO.COM
FOR DOWNLOADING THIS REPORT AND FOR MORE PROJECTS, ASSIGNMENTS, REPORTSON
MARKETING,
MANAGEMENT,
ECONOMICS
MARKETING MANAGEMENT,
ACCOUNTING,
HUMAN RESOURCE,
ORGANIZATIONAL BEHAVIOR,
FINANCIAL MANAGEMENT
COST ACCOUNTING
VISIT
HTTP://PAKISTANMBA.JIMDO.COM
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Market shareGodrej- market leader with a share of 45-50%
L'Oreal-25%Revlon-12%Others such as bigen and black rose-Wella- 8%
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Hair colour market in India – Rs 450 crore
Growth Rate- 24-25% Yearly
Annual production- 400 tonnes
COMPANY TURNOVERS:-Revlon-L'Oreal-Godrej-
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COMPETITION ANALYSIS
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Porters 5 force theoryIntense segment rivalry- moderate
Promotions done by competitors which cant be done by us due our pricing strategy
• substitutes- low threat• Because the niche market will not shift to the substitute products
like henna and dye• New entrants- high• Since the capital investments is low, growing market, other
companies which are already present in hair care market will enter hair color market.
• Buyers bargaining power : low•
people do not change their brand easily and hence would notmind paying a higher price for that particular brand• Suppliers bargaining power :
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OUR PRODUCT
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BELLEZABELLEZA
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MARKETING MIX
• PRODUCT
• PRICE
• PLACE
• PROMOTION
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PRODUCT
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E ME TATIDemographics-
• Age- 18 to 50 yrs
• Sex- Only Women
• Income- Sec A
• Geographic- Metropolitans and Big Cities in the
country.• Social Class- Upper Class.
Psychographics-
• Lifestyle
• Personality
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SEGMENTATION
Behavioral
• Occasions- weddings and parties
• Benefits- quality
• Usage rate- medium to heavy users
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PRODUCT INGREDIENTS
Our product contains :
2. Developer-75ml• Stearylic Alcohol• Cetylic•
Aqua7. Colourant-50ml• Stearylic Alcohol• Lauryl Alcohol•
Aloe vera• Oil extracts• Para-Phenylenediamine Content
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3. Natural Conditioner-40ml
• Stearylic Alcohol
• Behenyl Trimonium Chloride
• Cyclo Methadone
8. Gloves
9. Brush
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Product Description
Shades• Black - Noir
• Dark Brown - Truffle• Light Brown - Mochachino
• Deep Red - Red Wine
•
Light Red - Claret
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Product Description
Shades• Light Blonde - Light Ash Blonde
• Light Beige Blonde - Caramel• Burgundy - Burgundy
• Copper Gold - Hazel
•
Skin Brown - Pelle
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Product Differentiation
• Contains aloe vera
• Contains nourishing oil extracts
• New colours
• Gives shine and softness
• Keeps the hair moisturized
USP• Contains VITA H reduces dryness, increases shine
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POSITIONING
• Only for the Elite or upper class.
• Product has high quality.
• Good for hair.
Position Statement
To stylish and sophisticated women, our product givesyou the colour and shine in your hair, and the look youdesire.
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BRAND PERSONALITY
•23 year old woman
• Is a model
• Stylish
•Party's a lot
• Outgoing
• Extrovert
• Smart• Modern
• Broad-minded
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Branding Strategy
DOUBLE BRANDING-
• Mac BELLEZZA
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Loreal, Godrej
Revlon, Wella
Schwarzkopf
Bigen, Blackrose
BRAND EQUITY PYRAMID
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PLACE
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COVERAGE AREA
Metros
Mumbai
Chennai
Delhi
Kolkata
Other Cities
Pune
Chandigarh
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DISTRIBUTION CHANNELManufacturer
(4)Distributors (7%)
(38)Stockists (9%)
(5200)Retailers (14%) (70)Salon(15%)
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FOR COMPLETE REPORT ANDDOWNLOADING
VISIT
HTTP://PAKISTANMBA.JIMDO.COM