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Content
• Company Profile – Vision, Mission, Core Values
• Company History – story so far
• Hair Care Market & Competitive Landscape
• Product portfolio
• Brand Strategy
• Sales Strategy
• Distribution Strategy
BAJAJ HERBALS - VISION- MISSION- VALUES
Lets identify with…
Bajaj Herbals – Vision
• To be a globally competitive MNC with expertise and prominence in personal care & food products, creating growing value for all its stakeholders
Bajaj Herbals – Mission
• Our mission is to deliver innovative and quality products much to the delight of our valued customers making them feel, look and be good
Core Values
Integrity
Trust
Customer Focus
Innovation
Excellence
BAJAJ HERBALS - HISTORY
Story so far…
About Bajaj Herbals
• Started operations in the year 1998
• The company ventured in the global market with a variety of food products like Peanut butter, Instant Powder Drink, Flavoring Essence & Food which were mainly exported to the countries in Europe and USA.
• In a short span of 10+ years managed to earn reputation globally
continued…
• It then forayed into the range of hair care products like Hair Oil, Hair Henna, Hair Spa and others to cater to the needs of the consumers globally
• Currently turnover of the group is 15 million USD. Our company is growing at the rate of 25-30% every year.
• Monthly production capacity of 500-600 metric tonnes of products
Global Markets
Malaysia
Singapore
Australia
USA
Canada
Europe
Congo
Angola
Ethiopia
Suriname
Panama
UAE
Saudi Arabia
Oman
Kuwait
Bahrain
Qatar
Yemen
Lebanon
Jordan
Syria
Iran
Iraq
Palestine
Egypt
Morocco
Algeria
Libya
Tunisia
Sudan
and more…
INDIAN HAIR CARE MARKET
Brief overview
Paradigm Shift for India’s Hair Care
• The growing purchasing power of India's consumers, combined with trend and product awareness, have created a burgeoning market for hair care products.(GLOBAL report: hair care)
• Hair Care is a Rs. 8683 crore market having a growth rate of 17%
• FMCG penetration is almost 84 %
• Hair Oils:
Hair Oils: All India
(U+R)
Jun MAT
2009
Gr. YA
(%)Volume (000 Liter) 82,979.1 10.8
Val (Cr. Rs.) 2794.3 21.9
Stores (lacs) 46.7 4.9
Source: Nielsen Report - 2009
Hair Oils: Category has witnessed value led growth
42 42 35
25 2428
22 2219
11 11 17
0
20
40
60
80
100
Volume Value Stores
North East West South
(16)
(18)
(28)
(7)
(9)
(7)
(18)
(17) (2)
(6)
(4)
(7)62 63
39
38 37
61
Volume Value StoresUrban Rural
(12)
(9)
(1)
(21)
(22)
(7)
(13) (27)
54 5159
25 26 15
7 106
8 8 184 5 2
25
50
75
100
Volume Value Stores
Grocer Gen Stores Chemists Paan Plus Cosmetics - Urban
(10)
(15)
(9)
(16)
(23)
(20)
(22)
(26)
(6)
(4)(15)
(-2)
(1)
Source: Nielsen Report - 2009
Hair Oil Category
• Heavy Amla and Light Hair Oil segments together contribute to 51% oftotal volumes of Hair Oil category
• Heavy Amla category size is around 730 crores growing @ 20%
• Light hair oil category size is around 600 crores growing @ 32%
• North followed by West zone is the largest market for both the segments,while contribution from South zone is about 4% only
• Both the segments have retail penetration in excess of 2mn stores, withmost off takes moving through Grocers and General Stores
• Major markets for the segments: UP, Raja., MP & Delhi for both thesegments, and WB for Light Hair Oil
Focus markets: Heavy Amla-Based Oils
Heavy Amla based
Oil
Volume
Contri. (%)Vol Gr YA (%) PDO (ltr)
Gr in PDO
(%)
All India (U+R) 24,869 8 10.1 7
Delhi 6.9 13 26.1 16
Punjab 7.5 15 13.0 13
Haryana 6.6 6 18.0 10
Rajasthan 10.3 25 13.9 29
Uttar Pradesh 27.1 10 10.5 3
Uttaranchal 1.3 9 7.7 -2
Assam 1.7 -2 5.0 -4
Bihar 5.7 -1 7.3 2
Jharkhand 1.6 -13 5.0 -14
Orissa 1.4 8 3.9 -2
West Bengal 1.8 22 3.4 12
Gujarat 5.6 6 11.6 1
Madhya Pradesh 10.4 1 14.4 0
Chattisgarh 2.6 -12 10.3 -33
Maharashtra 5.1 8 8.3 16
Andhra Pradesh 2.3 17 6.5 36
Kerala 0.5 15 6.4 44
Tamil Nadu 0.7 9 3.3 8
Karnataka 0.9 -3 5.1 13
In Bihar, the decline is in rural areas, whereas in Urban areas, the volumes and throughputs have increased
In Maharashtra, the growth is driven by Dabur Amla and Mahabhringraj in Urban and Shanti Amla in Rural areas
Category has witnessed growth in off takes and throughputs in Southern states, especially AP
Northern states are driving category growth riding on increased throughputs
Source: Nielsen Report - 2009
Page 16
Competitive Landscape
The category is characterized by presence of 3 dominant players and few regional players
While Dabur is the largest player across zones, Marico has notable presence in North and West. Bajaj consumer also has notable share across zones
West and south zones have notable presence of players priced at premium
Source: Nielsen Report - 2009
Focus Markets: Light Hair Oils
Light Hair OilVolume
Contri. (%)Vol Gr YA (%) PDO (ltr)
Gr in PDO
(%)
All India (U+R) 17,525 17 8.7 10
Delhi 8 41 21.6 30
Punjab 6 22 10.0 32
Haryana 5 23 15.0 28
Rajasthan 9 21 11.7 22
Uttar Pradesh 22 15 8.7 5
Uttaranchal 1 -2 5.2 -36
Assam 7 11 8.9 4
Bihar 5 14 6.8 7
Jharkhand 1 -4 3.9 -2
Orissa 1 19 2.5 1
West Bengal 8 12 7.2 4
Gujarat 4 15 5.7 -8
Madhya Pradesh 10 8 11.0 10
Chattisgarh 2 -1 6.8 -32
Maharashtra 7 30 9.2 31
Andhra Pradesh 2 13 5.3 7
Kerala 0 -12 3.0 8
Tamil Nadu 1 33 4.6 18
Karnataka 1 15 6.6 31
Northern and Western states are large markets growing on the back of increased throughputs
While Eastern states are emerging markets
The category has witnessed healthy growth in Urban areas of AP, TN and Karnataka
Source: Nielsen Report - 2009
Page 18
Competitive Landscape
The category is characterized with presence of 3 large players garnering major chunk of off takes
J & J has strengthened its position in South by growing at a faster rate than the category and increasing reach
Bajaj Cons. has increased share across zones accompanied by gain in distribution while Dey’s Medical lost share and distribution across zones
While Marico increased its share in North and South but lost share in East and West. Its distribution declined in West and South zones
Source: Nielsen Report - 2009
Hair Colours
• Hair Colour was primarily used to cover grey hair till the late '80s. However inthe last decade, it has emerged as a style statement.
• Size of the market in 2009: Rs 1,100 crore growing @ 14% per annum
• Hair colours were traditionally aimed at the 15-45 age female segment butthere was a growing population of 15-45 males which patronized the categoryin a big way, with men wanting to look smart and trendy too
• The expanding distribution network ensured that more and more people hadaccess to these products. For instance, Godrej which has been one of the frontrunners in this category went to the smaller towns and rural parts of thecountry. This resulted in significant growth for the category.
• Today, the powder hair dye still constitutes almost 50 per cent of the haircolour category with oil-based liquids forming 25 per cent and cream-basedcomprising the rest, with each growing steadily
Hair Spa (post-wash conditioners)
• In India, the youth below the age of 25 years, accounts for 54% of theentire population and a majority of them find the usage of hair oils to bemessy & outdated. To cater to this new mindset of the young Indianconsumer, post wash conditioner market is emerging.
• Share of Hair Conditioners in Hair Care is still 3% only (approx Rs. 260crores)
• Conditioners market in India growing fast with huge potential though it isstill restricted to the premium segment or those who are very involvedwith the hair care
Veola Product Portfolio
Almond Oil
Amla Oil/ Enriched
Coconut oil/ Henna Hair
Colours
Local brands/ Sachets (price-point driven)
Loose oil/ unbranded products
Upper Middle (17%)
Middle (19%)
Lower (24%)
Lower Lower (29%)
We will target the upper, upper-middle and middle (47%) economic classes of India. Also Sachet Market which serves the lower class.
Upper (11%) Olive Oil/ Color Lock/ Hair Spa
Brand Architecture
Veola
Hair Oils
Am
la
Alm
on
d
Enri
che
d
Co
con
ut
Oliv
e
Co
lou
r Lo
ckHenna Hair
ColourB
lack
Bro
wn
Bu
rgu
nd
y
Ch
est
nu
t
Hair Spa
Alo
eve
ra &
Te
a Tr
ee
Gar
lic &
Le
mo
n
Ro
sem
ary
& H
en
na
Oliv
e &
A
lmo
nd
VEOLA BRAND STRATEGY
Veola
Brand Essence
Beauty
Brand Relationship
Best Friend
Brand Personality
Friendly, Knowledgeable,
Safe, Caring, Charming,
Confident & Bold
Personal Beliefs
- She believes in freedom of expressions and she is care free- She doesn’t need emotional or financial support- High Self Esteem - She wants to be seen as determined, ambitious, ‘Arrived’, meticulous
Grooming
- High spends on self care - Seeks admiration and control
Seeks from Brands
- Control over her problems ( product & Life ) & enhancement of her appeal - Brands in which product benefit dominates- Brands that will reflect her status and get her admiration
Veola Woman
Largely the product range will be segmented in 4 key Benefit Segments
Nourish + Stimulate + Rejuvenate + Protect +
VEOLA AMLA HAIR OIL
Target AudienceGirls in the age group of 18-35 years from SEC B, C who want to look attractive
Functional BenefitVeola Amla awakens your hair roots by stimulating them and makes your hair
strong, soft & shiny
RTBStimulate +
Brand PositioningVEOLA Amla hair oil for attractive looking
hair
Brand PersonalityFriendly, Knowledgeable, Young, Lively, Attractive
Veola Amla Hair Oil
Veola – range of hair oils
Veola Henna-based Hair Colours
Veola - Hair Spa range
Price-list of all products
Sr. No. Product Pack Size MRP Sr. No. Product Pack Size MRP
1 VEOLA AMLA HAIR OIL 3ml 1 21 VEOLA HAIR SPA - OLIVE & ALMOND OIL 250gm 200
2 VEOLA AMLA HAIR OIL 50ml 16 22 VEOLA HAIR SPA - OLIVE & ALMOND OIL 500gm 360
3 VEOLA AMLA HAIR OIL 100ml 32 23 VEOLA HAIR SPA - ALOE VERA & TEA TREE OIL 250gm 200
4 VEOLA AMLA HAIR OIL 200ml 62 24 VEOLA HAIR SPA - ALOE VERA & TEA TREE OIL 500gm 360
5 VEOLA AMLA HAIR OIL 300ml 90 25 VEOLA HAIR SPA - GARLIC & LEMON OIL 250gm 200
6 VEOLA AMLA HAIR OIL 500ml 138 26 VEOLA HAIR SPA - GARLIC & LEMON OIL 500gm 360
7 VEOLA ALMOND OIL 3ml 1 27 VEOLA HAIR SPA - ROSEMARY & HENNA EXTRACT 250gm 200
8 VEOLA ALMOND OIL 50ml 23 28 VEOLA HAIR SPA - ROSEMARY & HENNA EXTRACT 500gm 360
9 VEOLA ALMOND OIL 100ml 38 29 VEOLA ENRICHED COCONUT OIL 3ml 1
10 VEOLA ALMOND OIL 200ml 67 30 VEOLA ENRICHED COCONUT OIL 150ml 45
11 VEOLA ALMOND OIL 300ml 90 31 VEOLA ENRICHED COCONUT OIL 300ml 80
12 VEOLA ALMOND OIL 500ml 160 32 HIMSHAKTI THANDA HAIR OIL 50ml 25
13 VEOLA COLOUR LOCK 100ml 60 33 HIMSHAKTI THANDA HAIR OIL 100ml 47
14 VEOLA COLOUR LOCK 200ml 110 34 HIMSHAKTI THANDA HAIR OIL 200ml 85
15 VEOLA OLIVE OIL 100ml 60 35 VEOLA FAIRNESS CREAM 25gm 34
16 VEOLA OLIVE OIL 200ml 100 36 VEOLA HAND & BODY LOTION 250ml 100
17 VEOLA HENNA HAIR COLOUR - BLACK 15gm 20 37 VEOLA KALI MEHANDI 10gm 8
18 VEOLA HENNA HAIR COLOUR - BROWN 15gm 20 38 VEOLA AMLA HAIR OIL 25ml 10
19 VEOLA HENNA HAIR COLOUR - CHESTNUT 15gm 20 39 VEOLA ALMOND OIL 25ml 10
20 VEOLA HENNA HAIR COLOUR - BURGUNDY 15gm 20
• Create Awareness
• Be in the Consideration Set
• Generate Trials
Veola Brand Objective
VEOLA SALES STRATEGY
Zone-wise Sales break up (Q1 – 2010)
* Sales figures in lacs
Zone Sales % Total
East 56 14%
North 172 44%
South 22 6%
West 140 36%
All Zone 390
Sate-wise Sales break up (Q1 – 2010)
Zone State Sales % Total
East Assam 13 3%
Bihar 9 2%
Jharkhand 5 1%
Orissa 7 2%West Bengal 22 6%
North Delhi 5 1%
Haryana 10 2%
Himachal Pradesh 11 3%
Jammu & Kashmir 7 2%
Punjab 15 4%
Rajasthan 35 9%
Uttar Pradesh 75 19%Uttrakhand 15 4%
South Andhra Pradesh 7 2%
Karnataka 5 1%
Kerala 4 1%Tamilnadu 7 2%
West Chhattisgarh 22 6%
Gujarat 24 6%
Madhya Pradesh 62 16%Maharashtra 31 8%
Grand Total 390
Veola Sales Targets/ Projections
•Figures to be added…
DISTRIBUTION STRATEGY
Distribution Stategy
• We have observed that products like Amla Hair Oil and Henna Hair colourhave relatively easy acceptance and favorable response in up-countrymarkets and interiors compared to metros. Hence our focus will be to tapsemi-urban towns for volume driven products
• Products like Hair Spa, Olive and Colour lock hair oil (being new concepts)will be distributed well in metros and top 35 cities in India. We are inadvance talks with Modern format stores for product placement andvisibility.
• We have recently shifted to a Consignee Agent system to bring inadditional resources, better control and effective demand management.
Distribution Channel Structure
•Operations: PAN India•Focus Markets: UP, MP, Rajasthan, Gujarat, Maharashtra and Bihar•CA: getting implemented•Super Stockists: 30+ nos (covering all states)•Distributors: 1200+ nos•Sales force: 200+ nos
State-wise DistributionZone State Town
No Of
Super
Stockies
No Of
Direct
Dealers
No Of
Sub Super
Stockies
No Of
Sub
Dealers
EAST Assam Guwahati 1 25 3 8
Bihar Patana 1 24 4
Jharkhand Jamshedpur 1 14 1 0
Orissa Cuttack 1 47 0 0
WB Kolkata 1 35 5 16
Siliguri 1 31 4 18
EAST Total 6 176 17 42
NORTH Delhi Delhi 1 18 1 6
Haryana Ambala 1 24
HP Parwanoo 1 20
J & K Jammu 1 11
Punjaba Ludhiyana 1 36
Rajashtan Jaipur 1 69 8 32
UP Ghaziabad 1 30 3 11
Kanpur 1 19 4 11
Lucknow 1 26 4 13
Uttarkhand Deharadun 1 39 4 13
NORTH Total 10 292 24 86
SOUTH AP Hyderabad 1 41
Karnataka Bangalore 1 48
Kerala Earnakulam 1 14
Tamil Nadu Chennai 1 32
SOUTH Total 4 135
WEST Gujarat Ahmedabad 1 84 2 7
Maharashtra Mumbai 1 22
Nagpur 1 35 7 6
Pune 1 30 2 2
MP Indore 1 60 4 4
Jabalpur 1 27
Chattisgarh Raipur 1 19 4 4
WEST Total 7 277 19 23
Grand Total 27 880 60 151
VEOLA STORY SO FAR…
Veola launch in India
• Press launch in Mumbai in the month of Jan with Dia Mirza. Got adequate media coverage across print and web medium
• Did a campaign on major GEC, music and news channels to create brand awareness
• Ongoing print campaign in all leading dailies
• Brand is adequately supported by various BTL activities, trade & consumer schemes, cross promotions, outdoor visibility etc.
• Total marketing spends of approx. Rs. 10 crores on the launch and post-launch activities
Thanking you,
Open for Discussion...