Wet shampoo wipesMarketing planning and implementation workshop

Presented by (GROUP 1) - Bhakti Chachada, Disha Chandrikapure, Prathamesh Padwal, Pratyush Tripathi, Trivikram Chausalkar, Vinita Sudharman, Vivek Kapoor

Our mission is to develop and offer safe, clean, and innovative personal care products

We, at Spectra Personal Care Ltd., ensure;

The best of safety standards guaranteeing products that are gentle on your body

Rigorous testing before they are deemed fit to be placed on our consumers’ shelves

Hygienic and clean environments in accredited labs using only the purest of ingredients

Research and development department as our core strength that designs and develops products that serve the consumer needs even before they know they have one

Who are we?

Established in the year 1985, went public in 1997

We started off with the Evergreen Body Lotion and today we have a total of 3 unique personal care product lines; Skin Care, Hair Care and Grooming

We entered the Hair Care segment in 2001 and the Grooming segment in 2005

We work in close association with doctors, scientists, healthcare institutions first, and stylists second, to design our products

As of today, we serve millions of satisfied customers in India with the extensive line of personal care products we offer

Employee strength of 2700 and growing

Revenue stands at 600 crores INR as of financial year ending March 2014

Product Mix

Skin Care

• Body Lotion• Cold Cream• Face Cream

Hair Care

• Shampoo• Hair Oil• Hair Serum• Hair Tonics

Grooming

• Shaving Cream

• Aftershave Lotion

• Deodorant• Talcum Powder

Spotting an opportunity Someone like her

Kavita Sharma

28

Senior manager at an MNC

Clocks in 10-12 hours of work daily

Numerous meetings

Commutes for about 2-3 hours on an average daily in the Mumbai weather

Multitasking, workaholic, leader

Outgoing

Loves to dance and party

Quite conscious of her looks

Who is our customer?

Working woman

Aged between 25-35

Lives in a metro

Completed graduation

Belongs to upper middle class and above

What is our new product?

Introducing GLOSS

A wet shampoo wipe, designed to remove dirt and grease from hair, between washes

Gives a fresh and shiny feel

An easy alternative for shampoo for people on-the-go

A systematic physical movement through one’s hair ensures cleansing by removal of impurities

Wet shampoo wipes offer convenience

No lather

No need of water

Dries off hair instantly

Eliminates the need for towel dry

Deodorizes

Leaves no residue

Saves TIME and EFFORT

Introducing GLOSS

Available in the following fragrances

Tea tree

Cinnamon

Grapefruit

Packaging

Re-sealable

Air-tight packaging

How much is it for?

Opportunity cost pricing strategy

Pack of 3 GLOSS shampoo wipes for Rs. 19

Pack of 5 GLOSS shampoo wipes for Rs. 29

Pack of 10 GLOSS shampoo wipes for Rs. 49

What does the market look like?

Consumer behavior in the hair care industry in India:

Needs- Want a product that washes hair with at least basic output as of smooth, clean and oil free after wash (Time and effort saving)

Usage level- This varies upon the geography, travel frequency, weather conditions, humidity levels, winds and daily personal habits

Brand loyalty- High switches, very minimal brand loyalty and Word of mouth is the main purchase influencer

Cost- Highly price sensitive market but value perception also plays it parts in price

What does the market look like? (cont.)

Low bargaining power of consumers

Innovative product

No competition in the market

Low bargaining power of the suppliers

Indian market runs on the Bandwagon effect

Low cost of switching suppliers

Diverse distribution channel

Volume is critical to suppliers

Where will the product be available?

Convenience store

Cosmetic store

Chemist

Supermarkets

Neighbourhood retail store

MANUFACTURER DISTRIBUTOR RETAILER CONSUMER

Leverage existing distribution network

This model allows us to eliminate wholesaler, thus increasing profit margins

Gives us the freedom to bundle the product for promotional purposes

Promotion & Advertising

Print, magazines (City editions)

Adverts demonstrating product in newspapers

Free sample in fashion and lifestyle magazines

Digital marketing

Facebook ads and sponsored tweets and hashtags on twitter (location, liked-pages specific and search data sensitive)

Movie theatre advertising

Targeting across 8 metros only

Promotion & Advertising

OOH

Billboards (in and around residential areas specific to our target SECs) 

PR

Press release

Blogs (fashion bloggers)

Event sponsors (marathons, charity events, etc.)

Product placements in fashion & lifestyle magazines 

Sales Promotions

Free samples bundled with existing products

Future Plans

Variants in GLOSS

Color Sensitive

Rough hair; dry hair

Oily hair

Experiment with more fragrances and SKUs

Targets

College students

Men

Thank you!