Marico Brand Extension LIVON ‘I LOVE MY HAIR’
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Marico Brand ExtensionLIVON‘I LOVE MY HAIR’
Hair Care• Hair Oils• Hair Color
Healthcare• Healthy refined
edible oil• Functional
Foods
Male Grooming/ Styling• Deodorants• Hair
creams/gels/wax
Skincare• Body Lotion• Cosmetics
Beauty & Wellness Solutions Leading MNC Group
• Market Capitalization : 288.12 Billion
MARICO- At a Glance
Robust growth in the Indian market
Market value is according to the Retail Selling Price (RSP)
HAIR CARE INDUSTRY
Conditioners
Hair Colorants
Pems & RelaxersShampoos
Styling Agents
MARKET OVERVIEW
MARKET DATA ANALYSIS
0%
2%
4%
6%
8%
10%
12%
14%
16%
2009 2010 2011 2012 2013 $-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Value: $millions, 2009-13
0%
2%
4%
6%
8%
10%
12%
14%
2009 2010 2011 2012 2013 $-
$500
$1,000
$1,500
$2,000
$2,500
India Haircare Market Volume: $millions, 2009-13
• The compounded annual growth rate of the market in the period 2009-2013 was 12.1%
• The growth rate (value based) is expected to decline in the future
• The compounded annual growth rate of the market in the period 2009-2013 was 10.3%
• The growth rate (volume based) is expected to decline in the future
Conditioner46.42%
Shampoo38.81%
Hair colorants13.20%
Styling agents1.20%
Pems & relaxers0.37%
Market segmentation: % share, by value, 2013
China31%
Japan29%
India12%
South Korea5%
Rest of Asia Pacific23%
Geographic segmentation: % share, by value, 2013
Marico Limited, 16.7%
Unilever, 14.9%
Dabur India imited, 11.3%
Procter & Gamble, 9.6%
Other, 47.5%
Indian haircare market share: % share, by value,2013
Independent retailers, 79.9%
Convenience stores, 5.7%
Pharmacies/ grug stores, 4.5%
Specialists retailers, 3.9%
other, 6.1%
Indian haircare market distribution: % share, by value,2013
MARKET COMPETITORS
4P Analysis
PRODUCT
PRICE
PRO
MOT
ION
PLACE
Hair serum that puts an end to:• Tangled,• Dry &• Unmanageable hair
‘Cutisoft’ Formula Softens cuticle by sealing moisture Vitamin E rich Leaves hair silky, smooth and manageable
PRODUCT- Silky Potion
‘Let your hair down ANYTIME and ANYWHERE’
PRODUCT- Moroccan Silk Serum Hair serum that puts an end to:
• Detangling• Hair breakage
Goodness of Moroccan Argan oil Protects from UV rays- sunscreen protect Nourishes and softens hair Conditioning agent from Japan Long lasting radiance and shine to hair
‘Effortless Detangling, Effortless Beauty’
PRICELI
VON
SIL
KY S
ERU
M
AMAZON
FLIPKART
SNAPDEAL
LIVO
N M
ORO
CCAN
SER
UM AMAZON
FLIPKART
SNAPDEAL
• 50 ml: -• 100 ml: Rs 215
• 50 ml: Rs 112• 100 ml: Rs 210
• 50 ml: Rs 165• 100 ml: Rs 215
• 30 ml: - Rs 149• 59 ml: Rs 245
• 30 ml: -• 59 ml: Rs 245
• 30 ml: Rs 149• 59 ml: Rs 259
PRICE AND PLACE Not a premium product Feel based buying behaviour As compared to the competitors Livon is not highly priced Distributed through various channels:• E-commerce websites• Kirana stores• Pharmacies• Marts• Cosmetic stores
PROMOTIONWebsite for both the products
http://marico.com/india/brands/livon/livon-silky-potionhttp://www.livonilovemyhair.com/#overview
PROMOTIONYouTube channelANDTV Commercials
PROMOTIONMAGAZINE ADVERTISEMENTS CELEBRITY ENDORSEMENTS
Positioning
COMPETITORS PRODUCTS
Price: Rs. 365 (100 ml)Removes split ends, glossy
shine, silky smooth hair
Matrix
Price: Rs. 600 (50 ml)First Aid for split ends, ‘Unifi brine’ smoothing polymer,
protects from further damage
Loreal
Price: Rs. 160 (100 ml)Natural moisture locking and
conditioning effect, enhancing hair and smoothens unmanageable hair
Streax
POSITIONING
SMOOTH HAIR
SHINE
PROTECTS DAMAGE
CUTISOFT FORMULA
VITAMIN-E RICH
MOROCCAN OIL
SMOOTH HAIR
SHINE
PROTECTS DAMAGE
CUTISOFT FORMULA
VITAMIN-E RICH
MOROCCAN OIL
SMOOTH HAIR
SHINE
PROTECTS DAMAGE
CUTISOFT FORMULA
VITAMIN-E RICH
MOROCCAN OIL
SMOOTH HAIR
SHINE
PROTECTS DAMAGE
CUTISOFT FORMULA
VITAMIN-E RICH
MOROCCAN OIL
SMOOTH HAIR
SHINE
PROTECTS DAMAGE
CUTISOFT FORMULA
VITAMIN-E RICH
MOROCCAN OIL
KEY POINT OF DIFFERENCELivon’s key differentiating points are:
CUTISOFT Formula: Helps keep the hair smooth, shiny and manageable through scientifically proven hair protecting
polymers Protects further frizziness
Vitamin-E rich: Vitamin-E is useful in preventing greying of hair, stimulates hair growth, keeps hair lustrous and
prevents split ends Moroccan oil:
Moroccan oil is proven to prevent drying of hair, keeps hair smooth and gradually treats them
Brand Building
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Hair serum;Identify brand because of need created for soft and
frizz free hair,
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Quality Ingredients(Cutisoft formula, oroccon Oil,
Vitamin E);Soft and frizz free hair;
Elegant design
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
For anyone who wants a boost in confidence and beautiful hair
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Trustworthy;Good value for money;
Delivers
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Confident;Satisfaction;
Youthful
Brand Resonance
Judgment Feelings
Performance Imagery
Salience
Ratio
nal r
oute
Emotional route
Attachment;Engagement;
Loyalty created
Thank You
Submitted by:
Shefali ChauhanIIM Lucknow-PGP30225
under the guidance of
Prof. Sameer MathurPh.D. & M.S. (Marketing) - Carnegie Mellon
as a part of course on Brand Management
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