This document provides information on a hair dye company's mission, goals, market analysis, products, pricing, and marketing strategy. The company aims to meet consumer aspirations and provide safe hair products. Key points include: - The $1.2 billion Indian hair color market is growing at 3.8% annually. - The company produces 400 tons of product annually. - Their product line includes powder, cream, and herbal hair dyes. - Marketing goals are to create awareness and build trust through advertising on TV, radio, and outdoor spaces.

2. Mission Statement
• Our mission is to give a new dimension to the
market of hair dye and hair color and to meet
the aspiration of millions of men and women
• Our mission is also to provide professional
range of products that are safe for hair.

3. Business goals
• Increase profit and sales.
• Identifying the most important strategically
clients.
• Loyalty towards the customer.
• Promote haircolour usage in the existing market
MARKETING GOALS
• Create awareness of the product.
• To build trust and rapport with the audience.

4. Existing Market Size and growth
• The hair color market in India is worth to
1200 crore and is growing at an
increasing rate is really high. It has
registered a growth of 3.8% over the
previous year
Annual production
• The production is estimated to be about
400 tones in a year

5. Key changes in the
market
• The hair color market showed a vigorous
growth of 21% in 2009 as compared to
previous year.
• This growth has come from the mid level
powder brand that increased the gross from
Rs. 118 cr in 2008 to Rs 202 cr in 2009

6. Market view
Divers Challengers
Increase in disposable income. Usage of harmful chemical.
Growth is fashion conscious
consumer.
Rise in organized retail.
Increase in awareness.
Increase in male grooming products.
Traditionally hair color were used to cover grey hair but
now its usage is increased more cosmetic product

7. Customer: Demographicand psychographic
• Demographic : according to the different product
divisions
Core Consumers-18-55years
• Psychographic
-people conscious about their looks.
-People who are experimental
-People who is searching for excellence in beauty and has
an high interest in fashion.
-To express their individual personalities through
cosmetics.

8. Garnier Swot Analysis
Strengths
1 Presence in Developed Emerging Markets
2 Strong R&D capability
3 High number of Variants Available
4 Excellent distribution network
5 Highly popular brand due to advertising and marketing
Weakness
1. Higher Price as compared to other brands
2.Late entry into Asian markets, hence lesser market
share
Opportunities
1. Demand for natural cosmetics
2.Changing consumer lifestyles
3.Beauty products market growing with a significant rate
4. Tie-ups with corporates, hotel chains and penetrate rural
markets
Threats
1.Existing Competition
2.Price Competition among Branded Manufacturers

9. Product Mix of Existing company

10. Expert
Powder Hair
Care
Original Care Advanced
Color Soft Renew
Cream hair
colour
Powder Hair
Colour
Godrej Hair Colour
L’oreal
• No ammonia hair colourant that gives your
hair visible shimmering tones, glossy shine
and covers grey.
Casting
crème
Gloss
• Hair colour enriched with pro-keratin that’s
protects and strengthens the hair while you
colour
L’oreal
excellence
Revlon
Revlon
Coloursilk
(permanent
hair colour)
Roots erase
(Roots
colouring)

11. Identificationof Reasons /
Problem
• To cover the grey hair
• To go with the fashion trend
• To look good and for self
Satisfaction
• Following because other did
• Inferiority complex if others use it.
• Need of nourishment with colors
• Festive occasion
Information Research
• Personal – Television,
Internet, Magazine, News
Paper
• Public –Feedback,
Conversation and chats
• Experimental-Person who
likes to experiment the new
products in the market,
without any expectation and
does not care about the trend
and are not brand conscious

12. Evaluationof Alternatives
• Attributes -Natural ingredients
-quality
-Price
-Ammonia free
• Utility - Color duration
- Long and Strong Hair
- Shine and smoothness

13. Purchase decision
• Price
0 10 20 30
Below 100
150-350
above 350
Price range preferred
Price range
preferred
24
11
15
• Brand
People’s preference
regarding the replacement of
product
yes
No
31
19
• Quality is the third and the most important factor that helps in
making purchase decision as every consumer expects a quality
product from the company.

14. Post purchase (review or feedback)
• Long lasting
• Natural ingredients
• No dry hair and skin irritation
• Affordable
• Lustrous hair quality
• natural looking hair

15. Why did you color your hair?
18-to cover the grey
hair
17-to follow the
fashion trend
11-beauty enhance
ment
other

16. Global Trends
• Ammonia free product in the market.
• Now the trend has changed to style status from merely
covering grey hair.
• Earlier hair color and hair dye was just used by adults but now
even the young adults and teenager have started use it.
• Glossy rich color which use to be fancy of rich and famous has
now moved to masses
• Now a days, mehndi ,on a large scale is replaced by the hair
color and hair dye.

17. Tradition and Popular culture
Mehendi
Hair dye
Hair color
Hair color
Shades
Natural
Color
Ammonia
Free
White Blondes-Hair Color trend of the summer 2012
Redhead-fiery warriors to seductive
maidens, red haired beauties have plenty of ongoing
charm.

18. Segmentation
• Demographic
-Age
-Gender
-Income
• Psychographic
-Lifestyle
• Behavioral
-Occasions
Targeting
• Age group 18-60
• People who want to stay in touch with the on going fashion trend
• People who want to look young.

19. ReVoke ’s
ProductLine up

20. Revoke Hair Dye
Hair Dye
Herbal
Liquid
powder
Cream
Organic
Liquid
powder
Cream
Extra Care

21. Revoke’s SKIN Services
Skin test
• Scratch test
• Intra dermal test
• Patch test

22. ReVoke productMix
Hair color
One wash
Color Spray Multi Shades
Customized
Semi demi
product
Mehendi Mix Combination
Customized
Playing Color

23. Pricing Approach
• The pricing approach for our brands would
mostly concentrate on the skimming and
penetration concept to be in competition with
the competitors.

24. Revoke’s Distribution Channel
• Retail stores
• Online Shopping
• Tele shopping
• Tie-up with salons
• Multi level marketing

25. Factors to be considered while
Budgeting
• Market Share and Consumer Base
• Competition
• Advertising Frequency
• Product Sustainability
Message
“Get Revoked”

26. Revoke Print Ads

28. Organic hair Dye

31. • TVC
• Radio Spot
• Augmented Reality(BEST AC BUSES)
• Ambient Idea-Zebra crossing
• On Ground Activity-Graffiti