Brand building ppt

 Almost 40% of people dye their hair.
 It is an easy and non-invasive way of enhancing your
appearance.
 In the Indian scenario the hair color market has been
increasing tremendously since the year 2006.
 The main players are:
Godrej: 33 % of the hair dye market
L’Oreal & Garnier: 60% of the hair cream market
Color Mate: 38% of the hair powder market

Advantages :-
 Not only will a hair dye change to a similar tone of
the natural hair but also it will be the least time
consuming, it will also ensure the most natural and
credible look.
 Natural tones are also usually the healthiest for your
hair because they are less damaging and less use of
chemicals.
 Hair dyes in comparison to hair color have fewer
chemicals too, which is good for your hair.

1. Permanent hair dyes
2. Demi-permanent hair dye
3. Semi-permanent hair dyes
4. Temporary hair dyes

 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 females
Location: - 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 than
coloring your hair?
 Do you face any side effects after using hair dyes?
 How long does the hair dye last? How long does the
hair dye last?
 If any new hair dye is going to be introduced in the
market what would you want it to be like?
Some questions asked in the
research

Overall Analysis of Research:
 The leading hair dye brand is Godrej with 60% and
coming close to second is Vasmol.
 64% of the respondents said that they do use one of the
above mentioned hair dyes.
 62% of the respondents feel that hair dyeing is a better
option to hair coloring.
 72% of the respondents didn’t face any side effects.

 The lasting effect of the hair dyes. 30% said it
lasted for 4 weeks. 32% said it lasted for 3
weeks. 34% said the hair dye lasted for 2 weeks.
 Hair dyed last most said 2 weeks back with a
34%.
 80% said they had no complains about their hair
dye.
 46% want hair dyes to be herbal and long
lasting.

Consumer complaints
on the existing hair dyes:
Itching in the scalp.
hair dye does not last longer.
the number of white strands started
increasing.

Name of the company: Symbi Pvt. Ltd.
Symbi
Name of brand of hair dye: Nonia

The name Nonia because our hair dye
is ammonia free.
 Therefore, No-nia.
By nia we mean ammonia.

Strengths
Weaknesses
Opportunities
Threats

Demographic profile:
 Sex: both males and females.
 Age: above the age of 30 years.
 Location: Metro Cities
Primary Audience will be the men and women above 38
years.
Secondary Audience will be men and women between
the age group of 30-38 years and also anyone else
who 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 hair
dye.
 Price: As an introductory price Nonia will be sold
12 grams for Rs.22/- for a twin pack which can be
used for dyeing your hair twice.

 Place: Our hair dye Nonia is going to be
launched only in Mumbai.
 Promotion: Since we are a brand new company
coming up with a new product we are planning
to have a grand launch.

Launch:
 TV Ad slot
 Print
 outdoor hoardings
 Radio
 Press Conference – (Final introduction)

During the introductory stage
Free samples
Trial packs
Free demonstrations

 We plan to keep giving our customers a little more
than they expect in order to increase the sales.
 Our goal is to satisfy our customers and only then
earn profits; we also will be having a clean slate on
the ingredients side.
 Our budget is between 25 and 30 crores, so we will
also be having new additions to our brand Nonia.

Distribution channels
 Manufacturer of the product – to our company, to
distributors- 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 trials
for a week at the store.

Advertising objectives
Trial
Continuity
Brand Switching

Frame 1.
 Two sisters are getting ready as they are going for a
wedding.
Last Frame .
 In the last frame she is shown that Nonia is used and
the hair has been dyed
Points highlighted in the TVC:
 Nonia is ammonia free.
 Quick to use – 10 minutes only.
 Leaves no stains on the hands.

Print Electronic Outdoor
Newspapers Television Hoardings/
Bombay Times Zee Tv Billboards
Hindustan Times Cafe Star Plus
Mumbai Mirror Sony
Magazines
Femina
Chitralekha

Promotional plan for MONTH 1
 3 ads a week in all three newspapers
Rs. 1,20,00,000
 Tvc everyday (mon-fri) during prime time
Rs. 75,00,000
 Tvc every alternate(3) day at between 11am and
5pm.(10sec) Rs. 36,00,000

 Billboards at all the 3 destinations for a month.
(Bandra, Andheri & Borivali) Rs.7,00,000
 Magazines
1 Ad in Femina & Chitralekha) Rs. 6,25,000
TOTAL = Rs.2,44,25,000

 2 ads a week in three newspaper.
Rs.80,00,000
 Tvc 3 times a week during prime time
Rs. 45,00,000
 Tvc 2 times a week between 11am and 5pm.
Rs.9,60,000

Billboards at all the 3 destinations for a
month. Rs.7,00,000
Total= Rs.1,41,60,000

Interviews
surveys conducted
mobile sms
Statistics by retailers
recall value
most appealing thing

Brand building ppt

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Brand building ppt