FEATURES INGREDIENTS COMPETITORS Present Scenario Primary Research Marketing Strategy COMPETITORS Factors which will have an advantage over it’s competitors:- Availability Prize Smell Non-sticky Can be used by everyone in family FEATURES Affordable price +Good shelf life Prevents pre-mature greying and controls dandruff besides hair growth Users have testified the results within 4 weeks of usage Rejuvenates scalp and reduces the dryness Ayurvedic Ingredients +Recommended by Aryurvedic Vaidya Pharmacy, Coimbatore LOTUS Herbals Grow Oil VLCC Anti Hair Fall Repair Oil BIOTIQUE-Bio Bhringaraj Arnica Hair Oil Aswini Where are we? Market share 27% of total hairoil industry ( as per data available dated Feb 2014) Where we want to be ? Amla Ghritakumari Mehendi Nagarmotha Methi Sugandhit Dravya Coconut Oil Maximize the customers Increase the market share in the country Leverage on the market share to become revenue generating sector INGREDIENTS

Student (facing hairfall issue) Present Scenario Primary Research Marketing Strategy Ashish Patel Manager,Spencers, Gurgaon Will go for a hairoil which gives me guarantee and is recommended by my friends The oil should be available in all packs and sizes Should be available easily in all grocery stores /kirana stores Customers usually ask for medicated/ayurvedic branded oil which is not available in stores most of the times People are ready to give feedbacks if they benefit from a product KEY TAKEAWAY Ayurvedic hair oils are very less available in stores (especially in the north) Mrs. Archana Garg, Housewife (facing hairfall issue) KEY TAKEAWAY Housewives look for value packs for family and the oil should be recommended by friends and their neighbours Ms. Shagun Malik Student (facing hairfall issue) Will buy an oil if recommended by some beauty expert Visit beauty blogs and see reviews of the product which can be beneficial Smell of coconut oil is an issue plus it is sticky Ravi Prakash, Owner Kiraana Store, Jaipur Hardly any sachets available of hairfall oil Frequency of buying sachets is more Sachets are usually bought by bachelors/housewives/travellers KEY TAKEAWAY Sachets for oil will be new and will be bought by all (who want to try as well by users who want the product to be cheap) KEY TAKEAWAY Bachelors and students want a product recommended highly by beauty expert and is reviewed well on beauty blogs

TARGET STRATEGIES THAT CAN BE TAKEN STRATEGY FOR KIRANA STORES Present Scenario Primary Research Marketing Strategy Social media involved through blogs /fb Reviews+ Tie-ups by beauty salons and experts More availability in the stores (including super-markets) Hair oil sachets (10ml) at the kiraana stores STRATEGIES THAT CAN BE TAKEN STRATEGY FOR KIRANA STORES FIRST TIME USERS BACHELORS MIDDLE CLASS TARGET LAUNCH 10ml SACHETS OF THE OIL REASONS OF LAUNCHING SACHETS AVAILABILITY IN MAXIMUM STORES PRICE MAKES IT WORTH TRYING AFFORDABLE FEATURES Recommendations from the users who have benefitted in the past Recommendations in local language Packaging will be such which can connect with the customers TARGET BOTH THE GENDERS MARKET THE SACHET BY SHOWING THE SUCCESS STORIES AND PHOTOGRAPHS OF EVEN MEN

STRATEGY FOR SUPER STORES Present Scenario Primary Research Marketing Strategy TIE-UPS WITH THE BEAUTY EXPERTS/SALONS TVC/RECOMMENDATIONS WILL HIGHLIGHT IT AS MULTIPURPOSE SHAMPOO STRATEGY FOR SUPER STORES ALREADY EXISTING USER NEW USER Recommended by someone to use Register the email-id and phone no. Ask for the name of the person who has recommended Thanking message will be sent to the person who recommended Not recommended by someone Message the user after 20 days asking if he /she is satisfied with the product Also ask him/her to recommend to their loved ones who can benefit from it REASONS OF MOVING AWAY FROM NICHE MARKET OF AYURVEDIC HAIR OIL MANY COMPETITORS IN MARKET AYURVEDIC /HOMOEPATHIC MEDICINES CHEAP HOMEMADE REMEDIES(ALOE VERA,NEEM,AMLA Feedback at the counter In the feedback ask them if they want to recommend it to someone Stories of the users giving maximum successful recommendations will be printed in the sachets/bottles

ASK THE USERS TO RATE THE PRODUCT AND GIVE FEEDBACK Present Scenario Primary Research Marketing Strategy MAKE IT AVAILABLE ON ALL E-COMMERCE SITES(bigbasket.com/flipkart/amazon etc) (SACHETS & BOTTLES) DURING MOTHER’S DAY/DAUGHTER’S DAY PROVIDE SOME OFF ON THE PRODUCT AS A GESTURE ASK THE USERS TO RATE THE PRODUCT AND GIVE FEEDBACK POPULARISE THE EFFECTIVENESS OF THE OIL ON BEAUTY SITES ASK USERS TO RECOMMEND OTHERS THROUGH REVIEWS/BLOGS Makeupandbeauty.com She.sulekh Pinkandpink.com PRICING Eg:- ebay rates of 190ml = Rs.115 sachet will be priced accordingly 10ml sachet= ~Rs 6 Thus,price of the sachet will be based on price-weight equivalent NON-PUNGENT SMELL OF OIL HIGHLIGHT THE REVIEWS WHICH FOCUS ON:- PROTECTION AGAINST POLLUTION IN CITIES NON-STICKY ASPECT OF OIL