Launch

Submitted By:Rejil Krishnan

Zaneta SebastianSIMC 2010

RationaleDamage Caused By UV Rays

Disturbs the hair cortex's Disturbs the hair cortex's fiber-like cells fiber-like cells

Weak and Brittle HairWeak and Brittle Hair

Damage the color Damage the color pigments pigments

Premature GrayingPremature Graying

Burn the hair cuticle Burn the hair cuticle Lifeless, Brittle and Dry Lifeless, Brittle and Dry hair hair

Damage the skin on the Damage the skin on the scalp scalp

Accelerates AgingAccelerates Aging

Sunburns on the scalp Sunburns on the scalp Premature baldingPremature balding

oils

shampoos

conditioner

after wash

colours

dyes

Styling crème

How are these products talking to the consumer?

TVCs• http://www.youtube.com/watch?v=e5kv6GgLYg

A• http://www.youtube.com/watch?v=-Y9sVN6rCkc• http://www.youtube.com/watch?v=s4CXzIrXyx4• http://www.youtube.com/watch?

v=LOYTQKoJ1N8• http://www.youtube.com/watch?

v=3scwlyHWxbY• http://www.youtube.com/watch?v=jqQu-XD-

R60&feature=PlayList&p=0E79F662444253DF&playnext=1&playnext_from=PL&index=9

• http://www.youtube.com/watch?v=6lxe--IDX3c

Bridging The Gap

The Consumer- Sundance Hair Sunscreen

• Our target audience for this product is the 25-35 yr old female.

• Hair Sunscreen takes care of conditioning the hair after shampoo as well as nourished look on-the-go and protects her hair from the sun

• She is Conscious about Health and Beauty, Ready to Experiment, Out going and loves her freedom as she wishes to embrace the sun

• Mumbai, Delhi, Bangalore, KolkattaIncome: Rs. 40000 plus MHISocial Class: SEC A

DIFFERENTIATION AND POSITIONING

Product Differentiation:The product is first of its kind to be launched in the Indian Market. USP: “Sunscreen” for the Hair

Positioning “India’s First Sunscreen that protects the HAIR from the harmful effects of the sun.”

SWOT ANALYSIS

STRENGTHSSTRENGTHS WEAKNESSESWEAKNESSESoFirst Mover’s AdvantageFirst Mover’s AdvantageoLow CompetitionLow CompetitionoGrowing AwarenessGrowing AwarenessoChanging Climate Changing Climate oGrowing Consciousness Growing Consciousness towards groomingtowards groomingoFavorable DemographicsFavorable Demographics

oHighly Specific UseHighly Specific UseoPerception that it is a Perception that it is a “Summer” Product“Summer” ProductoAfraid of Side EffectsAfraid of Side EffectsoPsychological Barriers Psychological Barriers – resistance to change – resistance to change & experimentation& experimentation

SWOT ANALYSIS

OPPORTUNITIESOPPORTUNITIES THREATSTHREATSoUntapped MarketUntapped MarketoExport PotentialExport PotentialoDiversificationDiversification

oInternational BrandsInternational BrandsoPotential CompetitorsPotential Competitorso(Sheisido, Sundition) (Sheisido, Sundition) oPotential SubstitutesPotential Substituteso(Keune Shampoo)(Keune Shampoo)

Product

• Hair Sunscreen in the form of a cream• Ingredients: Aloe Vera, SPF 27• Apply on scalp and wet hair 15 mins before

getting out in the sun. Reapply after 4 hours by adding a little water to the cream before applying.

PRICE

• Rs. 449/-

• Skimming Pricing Strategy

Distribution

– Stock at Major Department Stores – Provide product to up-scale Beauty Parlours– Stock at various sports shops– Margin of 15% to each

Print MediaPrint Media MagazinesMagazines

MediaMedia

Bombay Times Bombay Times and equivalent and equivalent Hindustan TimesHindustan Times

Cosmopolitan, Cosmopolitan, Femina, Readers Femina, Readers Digest, Health & Digest, Health & Nutrition Nutrition

Frequency:Frequency: WeekendsWeekends Once a MonthOnce a Month

PROMOTION

OPERATIONAL PLAN Early February March

June

October

March

Begin Teasers

Launch (Focus on Freedom)

Ad-Campaign Focus on “Use during Monsoons as well”

Festival Season

Launch a new Range for Men