1. 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

2. 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

3. 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

4. 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 -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

5. 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