Marico Brand Extension

LIVON‘I LOVE MY HAIR’

Shefali Chauhan PGP30225

Hair Care• Hair Oils• Hair Color

Healthcare• Healthy refined

edible oil• Functional Foods

Male Grooming/ Styling• Deodorants• Hair

creams/gels/wax

Skincare• Body Lotion• Cosmetics

Beauty & Wellness Solutions Leading MNC Group

• Market Capitalization : 288.12 Billion

MARICO- At a Glance

Robust growth in the Indian market

Market value is according to the Retail Selling Price (RSP)

HAIR CARE

INDUSTRY

Conditioners

Hair Colorants

Pems & RelaxersShampoos

Styling Agents

MARKET OVERVIEW

MARKET DATA ANALYSIS

0%

2%

4%

6%

8%

10%

12%

14%

16%

2009 2010 2011 2012 2013 $-

$500

$1,000

$1,500

$2,000

$2,500

India Haircare Market Value: $millions, 2009-13

0%

2%

4%

6%

8%

10%

12%

14%

2009 2010 2011 2012 2013 $-

$500

$1,000

$1,500

$2,000

$2,500

India Haircare Market Volume: $millions, 2009-13

• The compounded annual growth rate of the market in the period 2009-2013 was 12.1%

• The growth rate (value based) is expected to decline in the future

• The compounded annual growth rate of the market in the period 2009-2013 was 10.3%

• The growth rate (volume based) is expected to decline in the future

Conditioner46.42%

Shampoo38.81%

Hair colorants13.20%

Styling agents1.20%

Pems & relaxers0.37%

Market segmentation: % share, by value, 2013

China31%

Japan29%

India12%

South Korea5%

Rest of Asia Pacific23%

Geographic segmentation: % share, by value, 2013

Marico Limited, 16.7%

Unilever, 14.9%

Dabur India imited, 11.3%

Procter & Gamble, 9.6%

Other, 47.5%

Indian haircare market share: % share, by value,2013

Independent retailers, 79.9%

Convenience stores, 5.7%

Pharmacies/ grug stores, 4.5%

Specialists retailers, 3.9%

other, 6.1%

Indian haircare market distribution: % share, by value,2013

MARKET COMPETITORS

4P Analysis

PRODUCT

PRICE

PRO

MO

TIO

NPLACE

Hair serum that puts an end to:• Tangled,• Dry &• Unmanageable hair

‘Cutisoft’ Formula Softens cuticle by sealing moisture Vitamin E rich Leaves hair silky, smooth and manageable

PRODUCT- Silky Potion

‘Let your hair down ANYTIME and ANYWHERE’

PRODUCT- Moroccan Silk Serum Hair serum that puts an end to:

• Detangling• Hair breakage

Goodness of Moroccan Argan oil Protects from UV rays- sunscreen protect Nourishes and softens hair Conditioning agent from Japan Long lasting radiance and shine to hair

‘Effortless Detangling, Effortless Beauty’

PRICELI

VON

SIL

KY S

ERU

M

AMAZON

FLIPKART

SNAPDEAL

LIVO

N M

ORO

CCAN

SER

UM AMAZON

FLIPKART

SNAPDEAL

• 50 ml: -• 100 ml: Rs 215

• 50 ml: Rs 112• 100 ml: Rs 210

• 50 ml: Rs 165• 100 ml: Rs 215

• 30 ml: - Rs 149• 59 ml: Rs 245

• 30 ml: -• 59 ml: Rs 245

• 30 ml: Rs 149• 59 ml: Rs 259

PRICE AND PLACE Not a premium product Feel based buying behaviour As compared to the competitors Livon is not highly priced Distributed through various channels:• E-commerce websites• Kirana stores• Pharmacies• Marts• Cosmetic stores

PROMOTIONWebsite for both the products

http://marico.com/india/brands/livon/livon-silky-potionhttp://www.livonilovemyhair.com/#overview

PROMOTIONYouTube channelANDTV Commercials

PROMOTIONMAGAZINE ADVERTISEMENTS CELEBRITY ENDORSEMENTS

Positioning

COMPETITORS PRODUCTS

Price: Rs. 365 (100 ml)Removes split ends, glossy shine, silky smooth hair

Matrix

Price: Rs. 600 (50 ml)First Aid for split ends, ‘Unifi brine’ smoothing polymer, protects from further damage

Loreal

Price: Rs. 160 (100 ml)Natural moisture locking and conditioning effect, enhancing hair and smoothens unmanageable hair

Streax

POSITIONING

POP

SMOO

TH

HAIR

SHIN

EPR

OTEC

TS

DAM

AGE

POD

CUTI

SOFT

FO

RMUL

AVI

TAM

IN-E

RI

CHM

OROC

CAN

OIL

KEY POINT OF DIFFERENCELivon’s key differentiating points are:

CUTISOFT Formula: Helps keep the hair smooth, shiny and manageable through scientifically proven hair protecting

polymers Protects further frizziness

Vitamin-E rich: Vitamin-E is useful in preventing greying of hair, stimulates hair growth, keeps hair lustrous and

prevents split ends Moroccan oil:

Moroccan oil is proven to prevent drying of hair, keeps hair smooth and gradually treats them