Dove hair Oil launch
Post on 29-Nov-2014
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Duvetail
Team: We-InnovatorsDhanvi Kapadia dhanvi.kapadia@gmail.com 9820058191
Divya Sanil divzsanil@gmail.com 9920887917
Anup Pawaskar pawaskaranup@gmail.com 9833655398
Welingkar Institute of Management, Mumbai
RESEARCH METHODOLOGY • A consumer dipstick of 30 females in the Age group of 25-58, SEC A, Mumbai was
conducted• The Hair-oil brands used most often by the respondents were found out and top 6
brands were used further for research. A pie-chart following the slide represents the result• From those 6 hair-oil brands, each were rated(10 point scale) based on 8 attributes:
Fragrance, Non-stickiness ,Nourishment, Purity, Youthfulness, Hair-fall protection, Shine and Value For Money
• We observed a fair correlation amongst the attributes. Hence we conducted a factor analysis using Principal Component Analysis technique using SPSS• We observed that nearly 71% variation could be explained by 2 components•We analyzed the scores of two component factors: -1st Component weighed high on attributes like Hair-fall Protection, Shine and Value for Money We named this factor ‘QUALITY’ -2nd Component weighed high on attributes like Fragrance, Non-Stickiness, Nourishment and Youthfulness We named this factor ‘MODERNITY’
• The details of the working and SPSS output is given in below link: (Paste the same in the URL of the browser) https://docs.google.com/spreadsheet/ccc?key=0AgG2EbWuOb-ldG95Z0tZT1V0dnlpTWN5QzhadzNMV1E&pli=1#gid=0
PERCEPTUAL MAP OF HAIR-OIL BRANDS
• Both the Parachute brands: Coconut as well as Advansed score high on Quality
• Bajaj Almond drops and Parachute Advanced score high on modernity
-5 -4 -3 -2 -1 0 1 2 3 4 5
-5
-4
-3
-2
-1
0
1
2
3
4
5
Parachute coconut
Parachute Advansed
Dabur Vatika
Dabur Amla
Bajaj Almond Drops
Himani Navratna
QualityM
oder
nity
• Nourishment, Strengthening and Protection from hair-fall considered to be the three main perceived benefits of using hair oil
• A few of the respondents claimed to be using Ayurvedic hair oils such as Mahabringharaj and others containing ingredients like Brahmi and Maka
• An urban Indian Household spent on an average of Rs. 44 per month on Hair Oil in 2010 South and North India are the fastest growing markets with a growth rate of 62% and 53%
respectively (Source: Marketing Whitebook 2010-11)
INSIGHTS AND SECONDARY FINDINGS:
SEG
MEN
TATI
ON DEMOGRAPHIC
• Females • Late teens to old age• SEC A1, A2 and A3• Educated Middle Class
and Upper Middle ClassGEOGRAPHIC• Urban India: Metros and
Tier 1PSYCHOGRAPHIC• For Women of today, who
enjoy their elaborate lifestyle to the fullest and is conscious of her appearance
• Working and non-working women
• Believes in age old tradition that oil actually nourishes hair rather than going for chemicals and looking beautiful
BEHAVIORALHair oils are typically used before taking a hair wash(2-3 times a week)
TARG
ETIN
G GENDER• Females
AGE• 19- 50 yrs of age
PRIMARY MARKET• Married, Middle aged
Women and female members of her family
SECONDARY MARKET• Single, Women in their
twenties
LIFESTYLE• Upper Middle Class;,SEC
A1, A2 and A3• Socially Active• Working as well as non
working
POSI
TIO
NIN
G POINTS OF PARITY(POPS)• Available in different Sizes• Suitable for different Hair
Types viz. Dry/Oily etc.• Suitable for different Hair
Problems viz. Dandruff, Dry hair, Color protection
• POINTS OF DIFFERENCERelevance: Emphasizing on Type of Hair and the Hair oil problems commonly faced by women• Distinctiveness: Light hair
oils focusing on repairing the problem from its root
• Believability: Using ordinary looking (non-models) in advertisements
• BENEFITSNumber of Benefits like Dandruff-Control, Freedom from Dry hair, Hair-repair, Nourishment etc.
STP ANALYSIS FOR NEW DUVE HAIR OIL
Consumer Profile for Duve Hair Oil
Priya, a 25 year old management-student with a reputed institute, born and brought up in a metropolis. who has unmanageable hair and at the same time has to
look presentable. An oil which will give her hair shine and
bounce is ideal for her.
Delzeen Mirza, is a brand manager in an MNC whose
work demands a lot of travelling ,both inter and intra-
city. Due to pollution and varying weather conditions in different cities, her hair has
become fragile and dry.
Ramona, aged 37 ,is a housewife married to a
businessman and a mother of two kids. The stress of
managing two kids has taken a toll on her once beautiful hair
leading to the problem of excessive hair fall.
POSITIONING STATEMENTNOURISH.NURTURE.ACTIVATE
Applying Hair-oil on the scalp
overnight
Nourish
Washing off the
hair with Shampoo
Nurture
Applying conditioner on damp hair and rinse it
Activate
MARKETING STRATEGY• The hair-oil has a unique formula
containing Vita oils due to which it gets easily absorbed in the scalp. The oil can be applied to both dry and wet hair
• Based on above facts given in the case the product should be positioned as “The Hair-Oil that goes to the root of the (hair)problem”
• Should be made available in variants which are in line with current range of Shampoos and Conditioners suiting particular Hair–Type and Hair Problem:
e.g. Hair-Fall Therapy, Daily-Shine Therapy, Dryness Therapy, Dandruff Therapy, Breakage Repair Therapy
• To be positioned as a premium brand of hair oils
• Prior to a launch, Duve Hair-Oil sachets of 10 ml to be sampled along with Dove Shampoos to induce trial
• Integration with existing Social Media Campaigns like Duve ‘Share your Hair Secrets’
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