1. FINAL SCRIPT
Hair care industry
The hair care industry includes colour dyes, oils shampoos, conditioners
Market Information
The hair color market in India is worth 400 to450 crore and is growing at an increasing rate of
about 24 to 25% yearly
The annual production is estimated to be about 400 tones
Market Share
The approximate market share of the top players are as follows.
Godrej is the market leader of the hair colour industry with approximately 45% (which consists
of their hair dye, powdered colour and their hair colour Godrej Coloursoft)
Loreal has a market share of 25% ( it does not compare with godrej as they want to increase their
profit margins over the next few years)
Revlon has a market share of about 12%
Wella has 8%
and others..(maybeline, bigen, blackrse, schawoarzkop)
Our Surevy
We only surveyed people who coloured there hair..Our sample size was 74 people
The majority of people we interviewed are from the niche market
Why did you colour your hair?
We did a survey of only women.
From the survey we conducted we found that all the younger women coloured their hair for
fashion or change and most of the older women coloured their hair to cover their grey hair.
Are you brand loyal?
There is high brand loyalty in this industry.
Are you willing to try a new product?
The younger people are more willing to try new products while some of the older women are
more hesitant but will still try a new product if they are confident it is of a better quality
Do you colour your hair at home or parlour?
A larger peruentage of people colour their hair in the parlour
Are you satisfied with your current product?
A larger %age of the older ppl said they are satisfied.
Do you face any problems?
60% were satisfied, 19% complained of dry hair, 9% complained of hair loss, 8% complained
that the color faded 4% said brittle hair.

2. Competitor analysis
these arethe prices of the diff productas and loreal has the highest price while godrej has the
lowest. These are their USPs(read them out)
the distribution channel for all the competitors is the same. That manufacturer to distributor to
stockist or wholesaler to retailer.
(product differentiation read from slide)
Porters 5 force model
Entrants-high because the capital investment required is low and other companies which are
already present in the hair care market will enter the hair color market.
Suppliers bargaining power – low
There are many suppliers thus their bargaining power is low
Substitutes
There are substitutes in the hair colour industry which are mehndi and henna. But we have kept
it as low as we are catering only to the niche market who would not use these substitutes
Competition
Moderate since there are many players in the market such as bla bla bla
Our product
Bellezza by Mac
We are launching a product in India under the parent company Mac
Segementation
We are targeting the age of 18-45 and we are targeting women of group sec A
We have targeted metros since our product is made for the upper class
Our Psychographic segmentation is based on lifestyle where we are targeting women who lead a
sophisticated and stylish lifestyle
Behavioural- Women colour their hair on occasions
We are also targeting women based on their usage, since our colour is permanent we are
targeting heavy or regular users

3. Our product packaging includes a developer colourant and the para-phenylenediamine is what
gives colour to our product. The rest of the ingredients are primarily fillers and help in keeping
the hair nourished.
The rest of the product packaging includes the conditioner, gloves and brush.
Product Description
These are the shades
Read them out
The first 5 shades will be produced in a larger quantity at approximately 3:1 ratio as compared
top the other shades that are read the next slide
Product differentiation
Our product contains aloe vera and nourishing oil extracts which helps in giving the hair an
added shine and soft and keeps it moisturized.
USP
Contains vita h which is a chemical that contains shikakai amla aritha and oleth- 30
This reduces the dryness by 80% and increases shine.
Positioning
Only for the upper class since it is priced high.
Our parent company is extremely well reputed.This helps belezza to establish an image of high
quality in the minds of the consumers
Good for hair because it contains vita h
Position statement
Read from slide
Brand Personality
Branding strategy
Endorsement strategy- Our parent company is very well reputed internationally and ensures a
high quality product
Brand pyramid
Self explanatory
PLACE
Coverage area: we are basically covering big metros and cities as we most of the niche market
stays in these places.

4. Distribution channel
Read from slide
Our factory is located at upper noida as it is free from taxes.
PRICING STRATEGY
Market skimming – we have kept a higher price than our competitors to show that our product is
of high quality and we hope for a large profit targeting a smaller market
Frontal attack
Is basically attacking the strengths of the competitors for e.g price advertising promotion etc.
Promotions
Sushmita sen is our brand ambassador
Television ads- we plan to air it on channels such as star sony and mtv for the young college
crowd
Print ads
We are publishing our product in the following news papers- times of India and Indian express as
it is widely distributed
We are also displaying our product in magazines like the cosmopolitan elle femina ad hoardings
in popular destination among the cities we launch
Public Relations
We are going to conduct hair colour work shops at big malls and salons where we will offer to
colour or streak their hair free with the shades they choose. This will help get people aware of
our product
Sales personnel
Sales persions are well trained and well aware of all the benefits of our [product so that they can
properly explain to hair stylists and salons the most effective way of using the hair colour
Swot analysis