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GROUP 6
• Anushree Kandalkar (MarComm)• Kaveri Chandrashekar (MarComm) • Kinnari Kamdar (MarComm)• Monika Krishna (MR)• Twisha Banerjee (MarComm)• Rishi Chauhan (MarComm)
“Radiance”
An instant shampoo tissue that cleanses superficial dirt and leaves your hair shiny
A new hair care solution for a busy day
Mission Statement
We believe that your body is a temple and needs to be treated that way. We
enable you to discover your inner beauty.
Consumer Language
Gives you the benefit of clean and shiny hair, for up to 4 – 6 hours, in five
minutes.
Company profile
• Set up in 1989 by Mr. Cawas and Mrs. Zephra Currimbhoy
• Well established since 25 years in hair care , cosmetics and accessories
• Headquarters – Powai, Mumbai• Pan-India presence• 30 retail stores, 15 spas and salons
( Metros)• Website – Freyabeauty.com • The main thrust in the future is for
instant beauty solutions in the areas of hair care
Market Profile
• India is the huge market in the hair care products
• Radiance is a new entrant in the grooming and hair care market
• Our product is positioned as a complimentary product to shampoo.
Metros
Women
20-25
Working
High Incom
e
Middle incom
e
Non-Workin
g
25-30 Above 30
Men
Segmentation and Targeting
Peripheral market
Core target : 25-30
working women
Other aged group
working women
College students
Working men
Positioning : Instant superficial cleaning and grooming product
Consumer profile
• Consumer environment analysis :• Our consumer
• Leads a hectic life• Works up to 10 hours a day (can be
stretched to 14 hours)• Most of them travel by public transport
(trains, metros, buses and autos) or two wheelers
• Comes in contact with various pollutants• Works hard• Parties harder
Pen Portrait
7 am – Wakes up and showers7.40 am – Grabs her breakfast and runs finger through damp hair8 am – Travels to work by crowded train8.50 am – walks to work while the pavement is being swept9 am – Reaches office ( meeting scheduled at 10am)9.45 am – Freshens up1 pm – Winds up the meeting and grabs a microwavable lunch and eats at desk4 pm – afternoon filled with work and fuels herself with coffee(client meeting at 5 pm ) 4.30 pm – travels to the clients office and quickly discusses the meeting’s agenda6.30 pm – travels back to office by colleague’s car7 pm – realises she has to go for a party with her friends7.30 pm – calls for a cab and freshens up on the way11 pm – party gets over 12 midnight – reaches home and tumbles into the bed exhausted.
Product profileFREYA
Personal Care
Body care
Hair care
Spas and Salons
Cosmetics
Eyes
Lips
Face
Accessories
Belts
Bags
Jewellery
Freya hair care
Shampoo & Conditioner Serum Oil Instant Shampoo
Tissue
Basic
Aloe Vera
Mint
Citric
Berry
Packaging
• Individual sachets in a teal cardboard box Design of the sachet :
- Air sealed silver sachet with Freya logo and “Radiance” - Anti bacterial, moisture retention• One folded, moist tissue in each sachet • Sachet colour will change according to the
fragrance• Size of the tissue : 8 inches by 8 inches• Directions to use will be mentioned on the
box and the sachet
Directions for use
1) Tear sachet along the dotted line2) Gently smooth tissue over hair from
the crown to the tips 3) Fold and wipe at your convenience4) Dispose of tissue appropriately
Pricing• Base price from the wet wipe tissue• Cost is based on the manufacturing
process• Package size and pricing :
Packet Size Price
10 wipes 100 /-
20 wipes 200 /-
25 wipes 250 / -
Distribution
• Business to Business :1. Hotels2. MNCs3. Malls4. Airports
• Business to Consumers:1. Freya retail stores2. Spas and salons3. Modern Trade4. E – commerce
Sales Management Metro
Business to Business
Head Sales Manager
Company owned stores
Head Sales Manager
▪Sales Manager(hotels)▪Sales Manager( MNCs)▪Sales Manager (Malls)▪ Sales Manager
(Airport)
▪ Sales Manager( Freya stores)▪ Sales Manager (Spas and salons)▪ Sales Manager ( modern trade )
Activation Plan
• Sales conference – 14th September. • Objectives of the conference
❖ Motivate our sales force❖Update our salesman on the latest
industry developments (as well as peripheral industries)
❖Educated in the latest sales techniques❖Equipping them with all the tools for
optimum performance
Activation Plan
• Press Conference – September 25th, 2014.
• Objectives of the conference ❖ Introduce the media to Radiance❖Launch date – 1st October, 2014 with a
fashion event.❖A promotional activity till the launch of
the product:-Digital Advertising – “What makes you shine” on Twitter and Facebook(#shinewithfreya) -Loyal customers of spas and salons
Above the line • Advertisements – “Shine Campaign”
– 3 sixty second TVC’s with the tagline
“When you shine, so do we”• Print Ads – magazines like “Vogue
India, Femina and Cosmopolitan” • Digital Advertising – “What makes
you shine”• Hoardings at the Metro Stations
Below the line
• Kiosks in malls – free sampling, product demonstrations
• Freya Fashion Week – promote Radiance
• Give Freya gift baskets as prizes for our Twitter and Facebook competitions
CSR Activities
All profit made from ticket sales from our fashion shows will be donated to Nanhi Kali – a organization dedicated to the education of young orphaned
girls.