Almost 40% of people dye their hair. It is an easy and non-invasive way of enhancing yourappearance. In the Indian scenario the hair color market has beenincreasing tremendously since the year 2006. The main players are:Godrej: 33 % of the hair dye marketL’Oreal & Garnier: 60% of the hair cream marketColor Mate: 38% of the hair powder market
Advantages :- Not only will a hair dye change to a similar tone ofthe natural hair but also it will be the least timeconsuming, it will also ensure the most natural andcredible look. Natural tones are also usually the healthiest for yourhair because they are less damaging and less use ofchemicals. Hair dyes in comparison to hair color have fewerchemicals too, which is good for your hair.
The details of the survey are as follows: Respondents: 50. Demographic profile of TG:Age: - 30 years and above (hair dye users only)Sex: - Both males and femalesLocation: - Mumbai
Which are the famous hair dyes you are aware of?(Godrej, Vasmol, Biggen, Indica) Do you think dyeing your hair is a better option thancoloring your hair? Do you face any side effects after using hair dyes? How long does the hair dye last? How long does thehair dye last? If any new hair dye is going to be introduced in themarket what would you want it to be like?Some questions asked in theresearch
Overall Analysis of Research: The leading hair dye brand is Godrej with 60% andcoming close to second is Vasmol. 64% of the respondents said that they do use one of theabove mentioned hair dyes. 62% of the respondents feel that hair dyeing is a betteroption to hair coloring. 72% of the respondents didn’t face any side effects.
The lasting effect of the hair dyes. 30% said itlasted for 4 weeks. 32% said it lasted for 3weeks. 34% said the hair dye lasted for 2 weeks. Hair dyed last most said 2 weeks back with a34%. 80% said they had no complains about their hairdye. 46% want hair dyes to be herbal and longlasting.
Consumer complaintson the existing hair dyes:Itching in the scalp.hair dye does not last longer.the number of white strands startedincreasing.
Name of the company: Symbi Pvt. Ltd.SymbiName of brand of hair dye: Nonia
The name Nonia because our hair dyeis ammonia free. Therefore, No-nia.By nia we mean ammonia.
Demographic profile: Sex: both males and females. Age: above the age of 30 years. Location: Metro CitiesPrimary Audience will be the men and women above 38years.Secondary Audience will be men and women betweenthe age group of 30-38 years and also anyone elsewho wants to use ammonia free hair dye.
Psychographic Profile who take a lot of stress. old age wise but young at heart
Qualities of our product It does not contain ammonia No ammonia so no skin or hair allergy. It is quick to use and is long lasting It also has a good fragrance to it. USP: Ammonia free.Benefits: It will not smell bad. Quick to use
4 P’s of Marketing: Product: Our product is Nonia ammonia free hairdye. Price: As an introductory price Nonia will be sold12 grams for Rs.22/- for a twin pack which can beused for dyeing your hair twice.
Place: Our hair dye Nonia is going to belaunched only in Mumbai. Promotion: Since we are a brand new companycoming up with a new product we are planningto have a grand launch.
Launch: TV Ad slot Print outdoor hoardings Radio Press Conference – (Final introduction)
During the introductory stageFree samplesTrial packsFree demonstrations
We plan to keep giving our customers a little morethan they expect in order to increase the sales. Our goal is to satisfy our customers and only thenearn profits; we also will be having a clean slate onthe ingredients side. Our budget is between 25 and 30 crores, so we willalso be having new additions to our brand Nonia.
Distribution channels Manufacturer of the product – to our company, todistributors- to retailers/ supermarkets – to consumers. Tie ups with super markets like Hypercity, Big Bazar,Star Bazar, Reliance Fresh Tie up with Beauty shop where we plan to give free trialsfor a week at the store.
Frame 1. Two sisters are getting ready as they are going for awedding.Last Frame . In the last frame she is shown that Nonia is used andthe hair has been dyedPoints highlighted in the TVC: Nonia is ammonia free. Quick to use – 10 minutes only. Leaves no stains on the hands.
Print Electronic OutdoorNewspapers Television Hoardings/Bombay Times Zee Tv BillboardsHindustan Times Cafe Star PlusMumbai Mirror SonyMagazinesFeminaChitralekha
Promotional plan for MONTH 1 3 ads a week in all three newspapersRs. 1,20,00,000 Tvc everyday (mon-fri) during prime timeRs. 75,00,000 Tvc every alternate(3) day at between 11am and5pm.(10sec) Rs. 36,00,000
Billboards at all the 3 destinations for a month.(Bandra, Andheri & Borivali) Rs.7,00,000 Magazines1 Ad in Femina & Chitralekha) Rs. 6,25,000TOTAL = Rs.2,44,25,000
2 ads a week in three newspaper.Rs.80,00,000 Tvc 3 times a week during prime timeRs. 45,00,000 Tvc 2 times a week between 11am and 5pm.Rs.9,60,000
Billboards at all the 3 destinations for amonth. Rs.7,00,000Total= Rs.1,41,60,000
Interviewssurveys conductedmobile smsStatistics by retailersrecall valuemost appealing thing