Marketing Plan of Shampoo

Presented By,

Group No- 03

Animesh (01)

Vishal (16)Bhushan

(25)Sagar (26)

Unnique• CEO/MD-• GM-• Sales & Marketing Manager-• Finance Controller-

Brands

Unnique

For SEC AFor SEC B&C For SEC B&C

FMCG Growth

Segmentation

Geographic

Urban Metro

Rural

Central India

North India

South India

Demographic

GenderMale

Female

Age15-24

25-55

IncomeHigh

Middle

Low

Psychographic

Life style

Personality

Behavioral Benefit

Targeting

Alimento

Alimento

Metros Total Rural Urban

Bangalore 9,621,551 6351618.557 3269932.44

Kolkatta 4,486,679 3231644.715 1255034.29

Chenni 8,917,749 4990295.608 3927453.39

Mumbai

13,830,884

7963099.698 5867784.3

Delhi 13850504 944726.7954 12905777.2

Total 50,707,367 23,481,385 27,225,982

Alimentoo Demographic:

Family size : All Family life-stage : Single as well as Married Income based : High income

o Psychographic: Life-style characteristic : Open SEC : 1

o Behavioural: Benefits sought : Fights 6 signs of damage

(Hair fall, Dryness, Roughness, Dullness, Split Ends & Conditioning)o Product attributes: Ceramide Cement With Conditioner o Positioning : 6 Problem 1 Solution.o Segment size : Segment includes nearly 6% of urban metros population.

Promotion

• TV• Magazine • 5 star hotels• News Paper• Gymnasium• Internet

Alimento

Quantity Manf. CostPromotional

Cost No. of Unit Total Cost Price Profit

10 ml 12.5 1.56

800,000 14 14.5

178,571.43

175 ml 218.75 27.34

548,571 246 250

2,142,857.14

250 ml 312.5 39.06

224,000 352 358

1,250,000.0

Total

1,572,571

3,571,428.57

Hair & Shine

Hair & Shine

State & U.T. Total Rural Urban

Uttar Pradesh 166,197,921 131,658,339 34,539,582

Bihar 82,998,509 74,316,709 8,681,800

West Bengal 80,176,197 57,748,946 22,427,251

Andhra Pradesh 76,210,007 55,401,067 20,808,940

Madhya Pradesh 60,348,023 44,380,878 15,967,145

Maharashtra 96,878,627 55,777,647 41,100,980

Delhi 13,850,507 944,727 12,905,780

Karnataka 52,850,562 34,889,033 17,961,529

Tamil Nadu 62,405,679 34,921,681 27,483,998

Total 691,916,032 490,039,027 201,877,005

Hair & Shineo Demographic:

Family size : All Family life-stage : Single as well as Married Income based : Middle class

o Psychographic: Life-style characteristic : Open/ Conservative SEC : 2&3

o Behavioral: Benefits sought : Fights 3 signs of Hair fall

(Nourishes the hair root, Restructures hair fiber, Hair grows & Anti dandruff)o Product attributes: Arginine Essence o Positioning : 4 Problem 1 Solution.

Refilling bottle.

Click Technology (33 washes guaranteed) o Segment size : Segment includes nearly 8% population of selected areas.

Promotion

• News paper• TV• Park• Gym• Hoardings • Internet• Celebrity

Hair & Shine

Quantity Manf. CostPromotional

Cost No. of Unit Total Cost Price Profit

4 ml 2.45 0.28

47,755,102 2.73 3

12,765,306.12

100 ml(B) 105.0 12.12

742,857 117 120

2,142,857.1

200 ml(B) 170.0 19.62

458,824 190 195

2,470,588.24

100 ml (S) 60.0

1,950,000 67 70

6,000,000.00

Total  

50,906,783    

17,378,751.50

Silk

40% Extra

Silky & Smooth

Silky & Smooth

Silk

State & U.T. Total Rural Urban

Uttar Pradesh 166,197,921 131,658,339 34,539,582

Bihar 82,998,509 74,316,709 8,681,800

West Bengal 80,176,197 57,748,946 22,427,251

Andhra Pradesh 76,210,007 55,401,067 20,808,940

Madhya Pradesh 60,348,023 44,380,878 15,967,145

Maharashtra 96,878,627 55,777,647 41,100,980

Delhi 13,850,507 944,727 12,905,780

Karnataka 52,850,562 34,889,033 17,961,529

Tamil Nadu 62,405,679 34,921,681 27,483,998

Total 691,916,032 490,039,027 201,877,005

Silko Demographic:

Family size : 1 or more than 1 Family life-stage : Single as well as Married Income based : Lower class

o Psychographic: Life-style characteristic : Open/ Conservative SEC : 2&3

o Behavioral: Benefits sought : Silky and Smooth hair

o Product attributes: Basic Shampoo ingredient o Positioning : Silky hair

Refilling bottle.

Click Technology (33 washes guaranteed)

40% extra on sachet.o Segment size : Segment includes nearly 29% of households.

Promotion

• News paper• TV• Radio• Poster• Celebrity • Mobile van

Silk

Quantity Manf. CostPromotional

Cost No. of Unit Total Cost Price Profit

5+2 ml 1.4 0.11

195,000,000 1.51 2

96,000,000.00

100 ml (B) 55 4.23

709,091 59.2 60 545,454.5

100 ml (S) 20 1.54

3,900,000 21.5 25

13,500,000.00

Total  

199,609,091    

110,045,454.55

SEGMENTATION Product

Market

Alimento Hair & Care Silk

Hair Fall

Dryness

Roughness

Dullness

Split Ends

Conditioning

Nourishment

Restructure of Hair

Stronger hair

Anti dandruff

Silky & Smooth