Padmashree Dr. D. Y.

Patil University
Department of Business Management

Subject : Marketing Strategy

Topic : Marketing Plan For Hair Gel
Name Roll Number
Hina Shaikh 1075

Priya Bhagwat 1082

Joel Jose 1097

Gibin George 1067

Pushkar Karandikar 10124

Mazzhar Inamdar 10118

Venkatesh Mishra 1039

Table of Content
• About the industry
• Key players
• Marketing plan
– Executive summary
– Vision, mission and logo
– Situation analysis-4C’s
– 4 P’s
– STP
– Advertising Mix
– Financial Projections
– Implementation and controls
 About The Industry
• The hair care market in India is valued at $200 million.
It has registered a growth of 3.8% over the previous
year.
• The hair care market can be segmented into hair oils,
shampoos, hair colorants & conditioners, and hair gels.
• Hair gel market segment is at a primary stage and not
many local brands are available in India. Hair
gels/creams are mainly used for hair grooming by men
and is used as a fashion accessory. The market
penetration of hair gels/creams is very low, and is
limited to a small section of the urban market.
Key Players In Hair Gel Segment
 for

HerbSol Style-up Gel

2010-2011
 Executive Summary
• The name of the company is HerbSol Ltd.
• Started in June 2010.
• Location: Mumbai, Maharastra.
• Deals in herbal personal care products like soaps,
fairness creams and body lotions.
• It is entering hair care segment for the first time
• Introducing an Herbal Hair Styling Gel named Style-
up.
 Vision
Our vision is to be the market leader in terms of market
share within 5 years in men’s hair care segment.

Mission
To become a household hair care name, that is sought after
by consumers to manage and maintain their hair so that it is
healthy, shiny and easy to comb in today's fashion styles.
 Company Logo

The Complete Herbal Solution

 Situation analysis
Situation analysis is done on 4 aspects:-
• Company
• Customers
• Competitors
• Climate
 Company

• The HerbSol Ltd. is launching a new product in the

market that is HerbSol Style-up hair gel.
• Many companies are providing different kinds of
Hair gel products, but HerbSol is one of its kind
because its an ayurvedic gel.
 Customers

Hair gel is commonly used by today's youngsters

from school going children to teenagers to
youngsters and even corporate people.
Customers today are looking out for chemical free
products which does not damage their hair.
HerbSol gel does not contain any chemical it is purely
made up of herbs which would make their hair soft
and silky naturally.
 Competitors
As HerbSol is the first ever aurvedic hair gel so there
is no other major company which provides ayurvedic
hair gel.
But there are many companies which provides hair gel
products like brylcreem, garnier, setwet etc and they
are well established in the markets and very famous
among youngsters.
 Climate -- PEST
Political
Government support
Economic
GDP Growth
Liberalization
Socio cultural
Changing lifestyle
Increase in disposable income
Technological
Advanced machines
 Product
• HerbSol Style-Up Gel
• It is a quick-drying,
• Conditioning hair gel that styles hair to perfection
• Its unique film forming formula coats the hair
strand providing strong hold.
• An effective humidity resistant formula which
provides long lasting styling while jojoba oil and
hydrolyzed wheat protein condition hair from within.
 Cont……
Expiry date 3 years from the date of packaging
Ingredients include:
Jojoba oil, aloe vera, Hydrolyzed Wheat Protein,
Vitamin B12,Amla pulp, fruit oil, olive oil.
Directions For Use:
Apply gel generally to towel-dried hair
Style hair as desired
Ideal for all hair types.
 Price

• Herb Sol Style-Up Gel is selling in market @

M.R.P. of Rs.50/-

• Company is adopting the “Penetrating”

strategy.

• Herb sol’s price is less as compare to other

competitors.
 Place

• Mumbai,
• Navi-Mumbai
• suburbs
 Promotion

• Pubs :- Pamplets
• Internet :- Facebook
• Bus :- 50 No.of business
• Saloons :- Pamplets
• Colleges :- Pamplets
 Segmentation
• Geographic:- Mumbai, Navi-Mumbai and suburbs
• Demographic:-
Age:- 15 to 30 years
Gender:- Male
Socio-economic class: middle class and upper
middle class
• Psychographic:-
Lifestyle:- conscious about their style and looks
• Behavior:-
Occasion:- Regular
Benefits:- It is herbal product. Therefore it causes
no damage to hair.
 Targeting
We are mainly targeting young generation of Mumbai who are most stylish and conscious about
their smartness
Target audience:- Male youth of urban cities who belongs to middle class and upper middle class.
• College students
• Young employees
 Positioning
• Tagline:- “Style your hair naturally”

• Our tagline clearly states that our product is natural

and herbal.
SWOT Analysis
 Strength
• Herbal Product
• Dedicated employees
• Low price
 Weakness
• New product
• Market Share
• Unisex appeal :- targets only male
 Opportunities
• Large youth population
• Huge Market
• Changing Lifestyle
• Changing taste and Preferences
 Threats
• Competitors like :-
 Garnier hair gel
 Set Wet Hair gel
 Parachute after shower

• Acceptance by the customers

Advertising
Mission: What are the advertising
objectives?

To create an awareness about the product among

target customers
 Money: How much can be spent?

• How much is it worth to reach my objectives?

• How much can be spent?
Message: What message can be sent?

“Style Your Hair Naturally”

Media: What media should be used?

Internet
Magazines
Banners
Pamphlets
Measurement: How should the results
be evaluated?

• How should the results be measured?

• How should the results be evaluated and
followed up?
 Financial Projection
• Print Media:-
• Printed Pamphlets 1,00,000 of Rs.2/-
• Total Cost of Rs.2,00,000/-
 Television Advertisements

Local Cable Advt Weekly Cost*No. of Week Total Cost

City Cable Network 50,000*8 4,00,000
 Magazines
Magazines Price Per Page No. of Display Total Amount

Maxim 1,05,000 3 3,15,000

Over Drive 85,000 3 2,55,000

Sport Start 50,000 3 1,50,000

Film Fair 1,15,000 3 3,45,000

Total 10,65,000
 On Line Advertising
Facebook $50 ~ 2400*30 72,000

Advt. cost/ day* no of

days

Total 72,000
 Advertisements in BEST & NMMT
Bus
Bus Side Amt/Month* No of Buses Total

Right Side Panel 10,700*20 2,14,000

Back Panel 11,600*30 3,48,000

Total 5,62,000
 Stalls in Malls
Mall Area Exp/ In No of Total
Weekend Weekends
Raghuleela Vashi 80,000 4 3,20,000

R-City Ghatkopar 75,000 4 3,00,000

Pheonix Lower Parel 85,000 4 3,40,000

Inorbit Vashi 70,000 4 2,80,000

Total 12,40,000
 BEP
Fixed Cost Rs. 1,00,00,000/-
Selling price per unit (P) Rs.40/-
Variable Cost (V) Rs.26/-
BEP=Fixed Cost/P-V
Rs.1,00,00,000/(40-26)
After Selling the 7,14,285 units company will
achieve its BEP
 Production Capacity
• Considering will be Producing 1,00,000 units
per month.

• Hence with current production we will be

achieving B.E.P. within 7 to 8 months.
 Return on Investment
• Considering will be Producing 1,00,000 units
per month.
• R.O.I. = (Profit/Investment)*100

• Hence R.O.I.= (1,68,00,000/4,12,00,000)*100

=40.77%
 Implementation & Control
• Herb Sol Style-up Gel will be launch on 2nd
Apr. 2011.

• The Promotions and advertisement for the

product has started from Apr. 2011
 Advertisements Dates Total Expense

Pamphlets On launching date Rs.2,00,000/-

Television (Advt. on Cable) April 2011 Rs.4,00,000/-

Magazine In April, May & June. 2011 Rs.10,65,000/-

Internet (Face book) April Rs.72,000/-

Stalls in Malls 9th,10th,16th,17th,23rd,24th, Rs.12,40,000/-

30th Apr.2011 & 1st
May.2011
BEST & NMMT April Rs.5,62,000/-

Total Rs.35,39,000/-