1. Course Instructor: Sir Rehan Shakur
Course: Marketing Management
Course Mates: Faryal Ghori-25773
Maryam Mursaleen-26861
Talha Masood-24816
Zohaib Hassan-24830

3. Background Of Company.
Reasons of failure.
Strategy for Re-Launch of product:
• Four piece of marketing(Product,Price,Place,Promotion)
• strategy & tactics.
• Promotion: Digital Marketing.
• Recommend your strategies
• ATL & BTL.
• Digital Marketing
• SWOT Analysis
 Select price and Competitors Price.
• Pricing Price Skimming

4. Clairol is a personal-care-product
Division of Procter & Gamble begun in 1931.
The company was widely recognized in its home country,
the United States, for its "Miss Clairol"
Hair-coloring kit introduced in 1956.
By 1959, Clairol was considered the leading company in the U.S
hair-coloring industry.
In 2004, Clairol registered annual sales worth approximately
US$1.6 billion from the sale of its hair products.

5. Anyone who uses shampoo and interested in the “back to
nature” movement occurred in 1970’s.

7. The company did not try to create demand.
Clairol could not inform its consumers the benefit of
putting yogurt in their hair though advertising.
Consumers were mislead and was not successful.

8. In the consumer’s mind Yogurt Spoils, Smelliness &
Soured milk in hair.
Bottle confused some consumers shampoo was
mistaken for just yogurt. Individuals ate the shampoo
and become very ill.

9. Iman Ali
Mahira Khan
Ayesha Omer
Mehwish-Hayat

10. Numerous products today use natural products in it.
Shampoo with:
 Coconut oil
 Tea tree oil
 Rosemary oil
 Dairy products
Such products focused on the natural benefits these things
would bring to your hairs
Not just adding yogurt to a shampoo and not informing
consumers the benefits.

11. Mission Statement:
“It aims to be the HEALTHIEST shampoo on the market and
allow customers to express their personalities ”
SLOGAN:
“Your Hair Expert”
Want to look different, Try Different

12. The four Ps

13. Brand Name: Yorganic
Functionality: Grow your hair “Naturally” . 2 in 1 no
need of conditioner. Cost benefit.
Styling: Bottle-Phallic Shape
Quality: Advance quality, product can be easily
usable
Expiry: 1-2 years opened, 3 years unopened. Water
and air that gets into the bottles could break down
the formulas.
Accessories: Comb

14.  Product features:
• Gives shines to hair without conditioner
• Provides nutrients to keep the hair and scalp healthy
• Cost-effective
• Reduce hair fall and dandruff

15. Relaxed
Straight
Curly
Waves
Natural

16. Pricing Strategy: Skimming price for introduction.
Suggested Retail Price: 499
Volume discounts and wholesale pricing: Profit of wholesaler is
20 RS margin .

17. Distribution Channels: whole saler, retailer, Consumer
Market coverage: Imtiaz , HyperStar, And good store
Distribution Centers: Clairol Features Stores
Distribution strategy: Selective Distribution through our own
outlets.

18. Promotional Strategy: Half of the marketing budget for BTL
including digital marketing Bill boards,T.v etc)
Advertising:
Personal Selling & Sales Force
Sales Promotions: Winner of lucky draw will win Basket full of
Cosmetics products and free sampling.
Marketing communications Budget

19. Demographics: Gender, Age, Income Level, Family size, Religion,
Social Classes
Psychographics: Life style, Personality, Social class
 GEOGRAPHIC: Density, Location, Climate
 BEHAVIORAL: Benefits, User status, Usage rates, Loyalty status

20. We are targeting the upper class and the middle class
Yorganic fulfills the requirement
Using our shampoo:
• Can grow hair naturally
• Natural ingredient such as yogurt
• Hair healthier
• shines to your hair
• Two in one because you don’t need to have a conditioner as
they give shines to your hair.

21. 50% 24% 16% 6% 3% 1 50%: DIGITAL
 24% TV
 16% PRINT
 6% OUTDOOR
 3% RADIO
 1% CINEMA

22. Yorganic
Parent Company P&G
Category Cosmetics
Sector FMCG
Tagline/ Slogan Grow Your Hair Naturally
USP That's perfectly natural.
Competitors 1. L'Oreal professional
2. TRESemme
3. Sunsilk
Competition

23. Strengths 1. Strong Financial position of P & G
2. Brand Loyalty
3. High Quality Products
4. Well known brand
5. Availability of Products in Different Sizes
6. Large Network for Distribution
7. Consumer Trust
Weaknesses 1. Strong competition
2. Lagging behind in terms of creative campaign
3. Less popularity in rural areas compare to urban areas
4. Higher price than other brands
Opportunities 1. Have a Great Opportunity in New developing areas
2. Consumer behavior towards brand loyalty
3. Increase in the Shampoo consumption due to awareness
4. Heavy investment in the research of Shampoo
Threats 1. High Competition in Market
2. Threats from new entrants
3. Threats from plenty other options available to consumers
SWOT