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Super Shampoo Marketing Plan

Table of Contents

Promotion

Product

Promotion

Selling in Marketplaces with Experts Providing Free Advice

Attract customers

  • Set up Prizes to Persuade Retailers

  • Incentive: Money or Gifts
  • Market

  • Product

  • Price & Place

  • Promotion

  • Conclusion
  • Shikakai Fruit Ingredients

  • Fragrance (Male Spicy, Female Rose)

  • A Little Surfactant

  • Water

Organizational Chart

Sachet , for Family, Cheap

Promotion

Membership:

Customers Buy Super Shampoo

Recommend to Their Friends or Neighbors

Become a Member

Get Extra Discount

Market

Product

Price Decision

  • 91% Bottom of Pyramid

  • 7% Once Every Two Weeks

  • 91% Once or Twice a Week

  • 13 ml vs. 330 ml
  • 67% Use Shikakai Plant

  • Healthy Characteristics

  • Implement in Shampoo

  • 24% Use Other Brands

  • SO: CONVINCE and CONVERT

  • Nature & Customers ask Low-chemical Shampoo!
  • Natural

  • Hygiene

  • Foamy
  • Rural Indian Market is Booming

  • Survey: One Area, but...

  • Sachets

  • Target Rural Households: Six People

  • Mother = Influencer

  • Father = Income Provider

Benefits Awareness

Price

Market

Price

Place

Three Competitors:

  • Clinic+
  • H&S
  • Chik
  • Individual Sachets
  • 75p each
  • 65p, if 12 Sachets or More

  • Variable Costs
  • Less than 50p
  • Marketplaces (Mandis)

  • Retail Shops

  • Sale during Events

CHIK: Cheap and for the Confident Indian Woman

Promotion

Katrina Kaif & Ranbir Kapoor

Family Aspect

  • Walking Down the Street
  • Receiving Looks by People
  • Observable Healthy Hair

Aspiration-based Appeal

“If celebrities are endorsing a product, then it must be good.”

  • E.g. “Take care of your family.”
  • Slogan Appears

Super Shampoo's Main Competitor

Promotion

“Superbly Natural”

Promotion

Barber Shops

“Look Super! Feel Super! Go Super!”

  • Healthy-Natural Shikakai

  • Hygienic Cleanliness

  • Expert for Credibility

  • One Barbershop per Village
  • Free Samples
  • Barbers Offer Free Hair Wash
  • Sachet as Present After Hair Wash

TV reach in rural India: 38%

Awareness + Managing the Risk Aversion

“Super Shampoo” TV Ad: Possible Plot

”Healthy by Nature”

Promotion

Front:

Point of Sale Display:

  • In Sachet of 7,5ml for Single Use
  • 2 Different Colors : Pink for Women and Blue for Men

  • Diamond Form:
  • Brand Name and Logo on the Top
  • « with Shikakai », the Main Ingredient
  • Celebrities to Increase Aspiration

  • Bright Colors
  • Barbershops and Supermarkets

  • Celebrities
  • Tuft of Hair:

Back:

  • Represents an S like Super
  • Looks like Indian Black Hair

The Logo

  • Descriptions
  • Indication and How to Use It
  • Ingredients

The Packaging

Conclusion

Risks and Assumptions

  • Nature & Health > Brand

  • Culture

  • Resistant to Change

MARKET: Rural Households

PRODUCT: Shikakai & Foam

PRICE: 75p. or 65p.

PROMOTION: TV Commercial, Celebrities, Prizes, Experts

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