* Company name: Aroma
* Product: herbal anti dandruff shampoo
* Brand name: Hair Life
Launching Hair life anti dandruff shampoo in the market.
Hair Life Shampoo:
Hair Life anti dandruff shampoo is the first herbal anti dandruff shampoo to be launched in market that enrich with the coconut oil that give you dandruff free silky hair.
Why we choose this brand name?
It can very easily recall and easily recognized.
Hair Life, is meaningfull and easily to speak.
Transferable for other hair products.
Hair Life Conditioner
Hair Life Therapy Oil
Hair Life color
It has legal protection.
Product Name: Hair Life anti dandruff shampoo
Slogan: “Bring dead to alive”
Ingredients: Coconut oil, pearl & soybean essence , Korean ginseng, camellia oil essence & eucalyptus essence.
For ages, our Filipino ancestor has been used Gugo as their staple hair care regimen. They take out a bark from the big woody, climber Gugo tree and soak them in cold water for about an hour and squeeze out the juice out of the Gugo barks which they will then use as their shampoo. Our Filipino ancestors also rubbed the soaked Gugo barks on their scalp. The scientific name of Gugo is ...
Color scheme: Its color is green which shows that when you use our product you will feel that you are so close to the nature.
Hadiqa KiyaniShehzad Roy
* Market segmentation:
Its segmentation bases on,
Gender (men & women)
Social class (Upper – Upper middle and Middle)
Density (urban and rural area)
Our market segment is Measurable and Accessible:
Our market segment is quite measureable because our main target customer is 15–64 aged people and its approximate size is 54.9% of total population.
We target all urban and rural area of Pakistan and its very easily Accessible.
* Point of Parity and point of difference:
Point of Difference:
* 100% natural product.
* No harmful chemical.
* Approved by Pakistan dermatologist association.
Point of Parity:
* High quality less Costly
* High quality packaging
Sl. No. | Company | Brand Name | Market Share |
1 | | head and shoulders | 65% |
2 | Unilever | Clear | 26% |
3 | Unilever | Sunsilk (Anti dandruff) | 9% |
| | Total | 100% |
Positioning is one of the most important key to launch a product, Positioning that you want your customer to have about your brand with respect to competing brands.
However Hair Life anti dandruff shampoo contains lots of distinctive features from its competitor products.
* 100% herbal anti dandruff shampoo
* No harmful chemicals
* Enrich with coconut oil
* We use some distinct ingredients
* High quality low price
* Marketing mix
* Hair Life anti dandruff shampoo marketing mix is comprised of the following approaches to product, pricing, distribution, advertising & promotion.
Product: Herbal anti dandruff shampoo
Hair Life anti dandruff shampoo is the first shampoo to be launched in market that enrich with the coconut oil that give you dandruff free silky hair.
We will follow the Market Penetration approach.
The Ansoff product-market matrix helps to understand and assess marketing or business development strategy. Any business, or part of a business can choose which strategy to employ, or which mix of strategic options to use. This is one simple way of looking at strategic development options: Each of these strategic options holds different opportunities and downsides for different organizations, so ...
*Firstly we consider our product cost.
*Then we analyze competitor’s price
*After all our price of Hair life anti dandruff shampoo will be less then to competitor price.
After complete analysis of all the cost which is incurred we set the standard price of the product which is easily affordable for all segment like low class, middle class, and higher class people easily purchase that product.
Net Retail Price of Hair Life anti dandruff shampoo.
Net Weight | Price (Rs) |
400 ml | 250 |
200 ml | 150 |
90 ml | 70 |
We are following market penetration strategy, so we will place our product every where in the market. Company also targeted to capture the whole market by comparative price. The product is placed in retail shops through different distributors. The product is available in the market at fair price.
By integrating all messages in all media, we will reinforce the brand name, and the main points of product, especially our exclusive feature.
We will take some promotional activities:
* First of all We will take some promotional activities first of all we will give ads on TV channels it is the most interesting media of our country. We will hold advertisement on various satellite channels like GEO, ARY, AAJ, etc. For make attraction to the people. We will sponsor popular drama, cinema to make awareness of the consumer.
* Secondly we will add the various popular daily newspapers.
* Thirdly we would like to choice FM radio
* We will sponsor different events and give wall and bill board advertisement in the important places to draw attention of the people.
For the purpose of promoting our product we shall use different sources like print media, Electronic media and Internet.
Add is given on: GEO, ARY, AAJ, etc.
Radio: We will hold jingle types of advertisement in the radio channels
We will also add in different types of magazines. Promote through Banners, Brochures, charts, play cards etc.
* Finally we will hold customer driven campaign in most of towns. Such as
The Television Industry and Advertising After a long day's work or a hard day at the office, people come home, sit in the Laz-e-Boy recliner, and flip on the television. Watching a favorite TV show has become many people's favorite way to relax or past the time. A wide variety of programming exists and most anyone will be able to watch something they can enjoy. The television industry is part of ...
Distribution of samples
Discount of coupons to customers in the retail stores
Prize through raffle draws
Free trials of new customers