1. Marketing Plan of Shampoo
Presented By,
Group No- 03
Animesh (01)
Vishal (16)
Bhushan (25)
Sagar (26)

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

3. Brands
Unnique
For SEC A
For SEC B&C For SEC B&C

4. FMCG Growth

5. Segmentation
Geographic
Urban Metro
Rural
Central
India
North
India
South India
Demographic
Gender
Male
Female
Age
15-24
25-55
Income
High
Middle
Low
Psychographic
Life style
Personality
Behavioral Benefit

7. Targeting

9. Alimento

10. 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

11. Alimento
o 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.

12. Promotion
• TV
• Magazine
• 5 star hotels
• News Paper
• Gymnasium
• Internet

13. Alimento
Quantity Manf. Cost
Promotional
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

15. Hair & Shine

16. 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

17. Hair & Shine
o 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.

18. Promotion
• News paper
• TV
• Park
• Gym
• Hoardings
• Internet
• Celebrity

19. Hair & Shine
Quantity Manf. Cost
Promotional
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

20. Silk
Silky & Smooth

21. 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

22. Silk
o 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.

23. Promotion
• News paper
• TV
• Radio
• Poster
• Celebrity
• Mobile van

24. Silk
Quantity Manf. Cost
Promotional
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

25. 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   