2. • From the beginning of history, the beauty of woman's hair has been
the inspiration for poets, musicians and painters
• There is nothing more attractive than shiny, silky layers of hair
• The Bangladeshi market for hair care is estimated more than TK.100
cores
• Hair enhances overall attractiveness and thus can be incorporated
into romance
• Hair oil is essentially used to protect hair from early falling and
premature discoloring to gray
3. • Most of the female member of the family loves it
• There are two types hair oil available in the market; coconut oil and
non-greasy perfumed oil
• Coconut oil comprises 2/3rd of the total market and the balance
comprises the non-greasy perfumed oil.
• Usage of hair oil is an everyday habit with 50% of the population
• There are a lot of coconut hair oil brands out there but the number of
quality full, none-sticky coconut hair oil is very low
4. • At a Glance:
• Brand Name: Black & Shine Hair Oil
• Product Category: Hair Oil (Coconut)
• Competitive Advantages:
• Non-sticky
• Affordable Price
• Light hair oil
• Dandruff solution
• Healthy black and shiny hair
• Product Line: Single
5. • So we are targeting female consumers age between 12-50,unmarried & married,
middle class, student, housewife, and service holder, monthly income Tk 10,000-
40,000 who are exposed to newspaper, radio and TV
• TARGET MARKET:
• Age : 12-50 years
• Gender : Female
• Family Life Cycle : Unmarried, Married
• Occupation : Student, Housewife, and Service
• Social Class : Middle income group
• Monthly HH income : Taka 10,000-40,000
• Number of household : 5.07 million
• Geographical Location : Rural, Semi-Urban, and Urban
6. • Purchase Habit
• Once or Two times a month
• Consumers purchase it as per her requirement.
• Psychographic Profile
• Social Class : Middle Class
• A smiley happy women, strong believer in social value, trust in religion,
faith in husband & family.
• Plays different role in both hose & working sector. Does best for her family
• Wants to take pride in her activity.
• Exposed to Newspaper, Radio and TV.
8. • Positioning: Bangladeshi Coconut oil in a reasonable price that makes
hair more black, strong and shining.
• We have positioned our product as a reasonable price coconut oil
which is made in Bangladesh. Here in the coconut oil industry, the
consumers have been looking for such oil which will not be sticky.
There are other brands of coconut oil who claim to be non-sticky, but
they are not totally. Our product will be different in this aspect.
9. • Brand Identity:
• Name: Black and Shine Coconut Oil
• Variety: Herbal, Cool (with menthol), Lemon
• Tag line : লেবুর সতেজোয় ভরা ব্লাক & শাইন লেে বযাবহার করুন মাথা ঠান্ডা রাখুন
(Lebur shotejotay vora black & shine tel bebohar korun matha thanda rakhun)
• Size: 100ml, 250 ml, and 500 ml plastic bottle.
10.
11. • Easy to say:
• Easy to spell:
• Easy to recall:
• Communicates product uses:
• Legal protection & consider media usage:
• Be distinctive, no negative connotation:
12. Brand Elements
Choice
Criteria
Name Color Logo Tag Line
Memorability
Meaningfulness
Likeability
Transferability
Adaptability
Protectability
13. • Blue Ocean Strategy:
• Though there are many coconut oil brands who are containing high
quality hair oil, most of them are quite expensive
• Our product will be less expensive with good quality
• Also we would like to advertisement the value of being a “Deshi”
coconut oil brand
• Also our hair oil doesn’t contain any harmful ingredient which might
cause hair fall.
14. Eliminate
Any chemical item in the oil
Any impurities or dust material
Raise
Usage of more natural ingredient
Reduce
Price of oil
Stickiness of oil
Create
New and improve container
15. • Based pricing which is based on the effective value to the customer
relative to alternative product. We set the price based on factors such
as product quality, popular price point and what the consumer
perceives to be fair
16. Comparison among Black and Shine and
other competitor’s oil price:
Name of Brand Size Price(BDT)
Parachute 100ml 85
200ml 155
500ml 320
Jui Coconut oil 400ml 270
Black and Shine 100 ml 75
250 ml 145
500 ml 299
Black and Shine 100ml 75
250 145
500 299
17. • We are going to use both direct channel and indirect channel.
• As ours is a new product, we will have to establish a distribution
channel of our own for directly shipping our goods.
• Meanwhile, we can use indirect channel by using wholesalers and
retailer.
• Among direct and indirect channel we are going to focus on mainly
indirect channel
