Hair Oil Marketing Plan
Marketing Plan
(Silk ‘n’ Shine Hair Oil)
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Executive Summary 1.1 Situation Overview 1.2 Target Audience 1.3 Positioning 1.4 Key Benefits 1.5 Objectives 1.6 Schedule 1.7 Budget 1.8 International 1.9 Risks & Mitigations Marketing Launch Strategies 2.1 Objective 1 2.1.1 Strategy 2.2 Objective 2 2.2.1 Strategy 2.3 Objective 3 2.3.1 Strategy Plans & Deliverables by Department/Function 3.1 Public Relations 3.2 Advertising 3.3 Trade Shows 3.4 Direct Marketing 3.5 Events 3.6 Web marketing 3.7 Web sales 3.8 Channel/partner marketing Pricing International Technical Support, Customer Service Risk Analysis 7.1 Risk 1 Mitigation Plan 7.2 Risk 2 7.3 Risk 3 7.4 Risk 4 Glossary Appendix:Consumer Behaviour Survey: Hair Oil
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Executive Summary Situation Overview
The hair care industry has grown a lot in the recent years. The reason can be attributed to the fact that a large portion of our Indian population is using higher quality branded products. Of the estimated Rs.1, 611 billion FMCG market in India, hair care products make up approximately Rs.91.5 billion, or 8%, of the total according the Nielsen Retail Audit Report. The 14% growth rate in the hair care industry is also slightly higher than the overall industry average of 13.4%. Shampoo and hair oils, including coconut oils, continue to be the key components of this segment. The marketing startegy of rural distribution campaigns adopted by the hair oil manufacturers and dealers have helped to greatly expand the geographic coverage of hair oil products into the rural parts of the country. In addition, average prices for hair oil products have risen from Rs. 22.25 per 100 ml in 2008 to Rs.23.74 per 100 ml in 2009 according to the Nielsen Retail Audit Report. Hair Oil Categories There are three main categories of hair oil in India: The light hair oil segment has experienced significant
(Silk ‘n’ Shine Hair Oil)
1
1
2
3
4 5 6 7
8 9
Executive Summary 1.1 Situation Overview 1.2 Target Audience 1.3 Positioning 1.4 Key Benefits 1.5 Objectives 1.6 Schedule 1.7 Budget 1.8 International 1.9 Risks & Mitigations Marketing Launch Strategies 2.1 Objective 1 2.1.1 Strategy 2.2 Objective 2 2.2.1 Strategy 2.3 Objective 3 2.3.1 Strategy Plans & Deliverables by Department/Function 3.1 Public Relations 3.2 Advertising 3.3 Trade Shows 3.4 Direct Marketing 3.5 Events 3.6 Web marketing 3.7 Web sales 3.8 Channel/partner marketing Pricing International Technical Support, Customer Service Risk Analysis 7.1 Risk 1 Mitigation Plan 7.2 Risk 2 7.3 Risk 3 7.4 Risk 4 Glossary Appendix:Consumer Behaviour Survey: Hair Oil
3 3 4 4 4 4 4 5 6 6 6 6 6 6 6 7 7 8 8 8 8 8 9 9 9 9 9 9 9 10 10 10 10 10 10 10 11
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1 1.1
Executive Summary Situation Overview
The hair care industry has grown a lot in the recent years. The reason can be attributed to the fact that a large portion of our Indian population is using higher quality branded products. Of the estimated Rs.1, 611 billion FMCG market in India, hair care products make up approximately Rs.91.5 billion, or 8%, of the total according the Nielsen Retail Audit Report. The 14% growth rate in the hair care industry is also slightly higher than the overall industry average of 13.4%. Shampoo and hair oils, including coconut oils, continue to be the key components of this segment. The marketing startegy of rural distribution campaigns adopted by the hair oil manufacturers and dealers have helped to greatly expand the geographic coverage of hair oil products into the rural parts of the country. In addition, average prices for hair oil products have risen from Rs. 22.25 per 100 ml in 2008 to Rs.23.74 per 100 ml in 2009 according to the Nielsen Retail Audit Report. Hair Oil Categories There are three main categories of hair oil in India: The light hair oil segment has experienced significant