Final Brand Building Project

7/31/2019 Final Brand Building Project

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BRAND BUILDINGPROJECT

BY: Salauni Gupta (3713)

Abhilasha Khetan (3719)

Juhi Pande (3726)

Uma Roychoudhari(3732)

Sara Tantray(3738)

Shirley Thachil(3739)


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PRINT AD FOR UMA HAIR OIL


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UMA HAIR OIL

IntroductionIn todays world marketers have realized that instead of trying to persuade

customers to buy what the firm has already produced it is a lot easier to produce only productsthat are confirmed, through research and know what consumers really want?

We followed this concept and conducted a research in colleges and other places and found out

that most of the consumers feel that today hair oil products claim a lot but after using the product

they hardly feel any difference. Most of the problems that they face are itchy scalp, dandruff and

hair fall. The reasons behind all the hair problems are stress, irregular lifestyle, bad eating habits,

weather conditions which badly affect the health of their hair leading to hair breakage. So, in

order to overcome all these problems we came up with ingredients which are very Indian in

nature and have been known for their medicinal value.

Marketing Strategy for Uma Hair Oil: Marketing is basically the introduction of a

product/service in the market which is effectively done if placed in the right market segment,

priced appropriately and then brought into the market at the right time after studying the

characteristics of the target audience and other various market requirements.

The 4 Ps of marketing are:

1. Product2. Price3. Place4. Promotion

ProductThe new Hair Oil is named Uma Hair Oil and is unlike any other hair oil already

available in the market. The product name is UMA because it is an Indian name. The complexity

of the name is also very low because of which people wouldnt require a second glance to

remember the name. Also the name is feminine because the product is being promoted as a

womans friend who solves her problems; therefore it is easy to associate with a woman. The

name also means Mother Nature and since the product contents include herbs, the name

associates with its contents. Also the product packaging has all the earthy colours which are red,

orange and brown. All these colours represent life, vibrancy, cheerfulness and good health.

This uniqueness can be seen in the ingredients used as well as the packaging that comes with a

narrow top.


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The ingredients are primarily Almond oil, Hibiscus flower popularly known as Shoe Flower and

Clove. The following are the reasons behind using the above mentioned ingredients in this new

hair oil:

AlmondAlmond has been a rich part of Indias history and is used in a number of ways. What

makes almond so versatile is the benefits and properties it has to offer. Almond is rich in VitaminE and minerals like Magnesium and Calcium. Apart from these, it contains Vitamin D and traces

of a few other minerals. All these come together to make this oil useful in curing hair fall and

weak roots. Almond oil is massaged on the scalp for many other benefits too. It ads luster to hair,

nourishes it and soothes hair cuticles. As it cures hair fall, it enables the hair to grow long and

strong and guarantees healthy hair.

Hibiscus or Shoe FlowerWhile many hair oils use flowers as key ingredients, the options are

limited to Jasmine, Rose and Lavender. The use of Hibiscus is rare, rather unheard of. This is so,

because the benefits of this flower havent been researched thoroughly. However, upon research

it was found that Hibiscus has benefits that arent present in the above mentioned flowers.Hibiscus has a number of minerals and is rich in Vitamin C amongst other vitamins. It is

therefore largely used to Indian Ayurveda and Chinese traditional medicines and herbology. The

flower helps in strengthening roots which helps cures hair fall. It acts as a cooling agent which

works in a hot climate like that of India. In history it was known as natures conditioner as its

powdered form was massaged onto the scalp and hair to make it smooth. An added benefit is the

sweet scent it releases on being heated with the almond oil.

CloveIt is rare to find a spice as one of the key ingredients in hair oil. However, after research

and effective tests, it was found that unlike other ingredients used to cure dandruff, Clove was

the most effective. Not just did it cure dandruff but also other scalp infections that normallyrequire prescribed shampoos and creams.Clove oil is aphrodisiac in nature and hence serves asan excellent stress reliever. It has a stimulating effect on the mind and removes mental

exhaustion and fatigue Clove has been used in Indian and Chinese traditional medicines since

ancient times and continues to be used.

In India, dry fruits, flowers and spices are deemed sacred and traditional. This hair oil has an

ingredient from each of these and effective ones at that. The brand is guaranteed to stand out.

PRICE:

Price is what plays a vital role in determining the target audience for a product/service.

Especially in a country like India where there are wide ranges of social class and extreme

economic disparity it is extremely important to analyze these various aspects and then price a

product accordingly. Our product would be introduced in a100ml pack, 200ml pack, 250ml pack

and 500mlpack. After analyzing our various competitor brands and their pricing and the

ingredients that our oil has which is different from the others we have come to this conclusion


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Serial no. Package size Price

1. 100ml Rs.18

2. 200ml Rs.35

3. 250ml Rs. 40

4. 500ml Rs.75

Placethe target audience has been defined as the inhabitants of urban areas. Rural areas have

been excluded from the initial target audience. After the brand has enjoyed market acceptance, it

will penetrate to rural areas. But till then, this hair oil will be made available in the metro cities

of Mumbai, Kolkata, Chennai and Delhi as well as Tier 2 cities of India. The pricing and

promotion has been done keeping in mind the initial target audience, that is, the inhabitants ofthe above mentioned regions.

PROMOTION:

Promotion is one of the most important Ps of marketing. It refers to a collection of all the

activities that increase the visibility of the brand/product. Promotional activities are extremely

important to make a product/brand a success due to the increasing competition in the market. Our

product being a new one requires a lot of these activities to increase its visibility and to make the

consumers aware of its existence. As advertising is the major aspect of promotion we are coming

up with a Television commercial, a radio jingle and print advertisements in magazines and

newspapers. We will also have door to door sales (personal selling) in order to make people

aware of the existence of this new hair oil and its advantages. Distribution of sachets in malls

will also be another key aspect of our promotional strategy. Awarding every Hundredth

purchaser with a prize, lucky draws, getting people to become members after purchasing this hair

oil at least 5 times so that they can avail a discount on their next purchase, tying up with schools

colleges, kitty parties and other social gatherings to distribute free sachets and talk about the hair

oil and its advantages will all be a part of our major promotional strategies.

TARGET AUDIENCE:

The target audience for our brand are Indian women. Middle class women who live in urban2tier cities. They could be working or could be housewives. These women can be single or

married and can belong to the age group of 20-50. Our hair oil (UMA) comes under a hair care

product range. It has the qualities of clove, almond and shoe flower that nourish and keep the

hair healthy. In India, women are generally the members of the family that care more about their

body and take the effort of understanding the ingredients that they are putting on it. The

ingredients that we have used are natural and have been used since generations by women.


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COMPETITORS:

The brand identity and positioning is central to developing strong customer base and brand

equity.

The target market and the perceived differentiation from competitors are core concepts of

positioning. Usage of oils is a deeply ingrained habit with Indian consumers but that does not

mean that being a player in this highly competitive market is a cakewalk. Branded hair oil worth

about Rs.700 crore comprises over half of the hair oil market. But this market is almost dwarfed

by its unbranded counterpartfor every litre of branded oil sold in the market, three litres of

loose oil (priced at almost 50% less than branded oils) are sold. Mainly dominated by the hair oil

segment,the Indian hair care market constitutes of perfumed oil (cooling oils, light oils, an heavy

amla oils) and coconut oil. Backed by several imminent factors including product differentiation,

brand positioning, growing consumer interest in lifestyle products, and competition generated

low-priced products, the Indian hair care market, which stood at around US $2.3 Billion in 2010.

Parachute is a major competitor in the hair oil segment and is the only brand with a nation-wide

presence and accounts for half this market. Among the other players, Shalimar is strong in the

east, Coco Care is present in the west and south and Nihar though attempting a National status

yet gets sales from Bihar and eastern UP. Among other competitors are Dabour amla hair oil,

Emami ,Vatika ,Keo-Karpin and Bajaj hair oil.The growth opportunity for the major players in

the hair oil segment lies in recruiting new users from the loose oil segment. Given the limited

differentiation possibilities in the traditional oil segment, major players have been attempted the

value additions. This has spawned a range of product innovationsoils with herbal ingredients,

non- sticky oils, light hair oils and lately dandruff solution hair oil. Value addition offers quite a

few benefits. One with easier differentiation from the regional and local brands, establishing a

brand identity is easier. This makes value added hair oils less vulnerable to price competition

from cheaper alternatives and thirdly value addition helps players command a price premium

over the no-frills hair oil brands. The Hair oil market has seen a lot of action in terms of launches

of value added hair oils by established players but recently the players have started using

packaging as a lever to establish product superiority. Despite dominating the shampoos market,

HLL has found the hair oil segment a difficult nut to crack. They entered the segment in 1994as result of a merger with TOMCO and have since then desperately tried to break Parachutes

strangle hold on the market. Tata Nihar was re-launched in 1995 on the twin plank of lightness

and double filtration. The promise shifted to better cooling but that too did not cut ice with the

consumer who demanded nourishment andpurity from his hair oil. During the early 2000's the

market witnessed a shift. Marico found that the market for hair oil is degrowing, because the

consumer preferences are changing. The youth now didnt want to have Oil - on- their hair look.


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This prompted Marico to look into the Value Added hair Oil market which was dominated by

Dabur Vatika. Parchute's mother brand was also facing competition from Nihar of HLL stable.

The communication strategy then attempted to link Nihar with natures inherent tendency to

provide nourishment, to rejuvenate and to repair and restore. The Double filtration process

emphasised greater purity and attempted to build trust for the brand. Recent communication is

based on the purity theme but uses packaging to strengthen the association. Despite pulling out

all the stops: distribution strengths, fierce price competition at the retail level and aggressive

media to support the brand, Nihar has managed to make limited inroads into the hair oil segment.

With the acquisition of CocoCare from Recon Oil industries, HLL has attempted strengthening

its moderate presence in the hair oil segment. Parachute has managed to carve an identity for

itself and is considered to be the pure coconut oil that consumers prefer. In absence of

differentiation opportunities Packaging is being used as a critical differentiator. Packaging

initiatives distinguishes the brands for consumers and also helps prevent duplication. With a lot

of spurious and similar looking players in the market most consumers cannot distinguish

between the real and the look alike Parachute. Consumers feel that a blue bottle (similar toParachutes) will have the quality of oil that will be on par with Parachute.

Distinguishing Uma hair oil:

Uma hair oil, consisting of shoe flower oil, almond oil and cloves is targeted towards women of

all ages from the urban areas. Uma does not contain coconut oil like Parachute and even the

packing is quite different. The colors used are red, yellow and brown. The brand has an earthy

appearance, the name Uma itself means mother of all (nature).It is portrayed as the hair oil that is

every womans best friend. It is quite different from its competitors. The secret Ingredient ofUma is cloves. Very few hair oil brands in the world contain cloves as an ingredient. This is a

value added feature of the brand. It fights dandruff, hair fall and will give you shiny strong hair.

To top it all it is non-sticky. Most hair oil brands come out with a range of products, each

promising different things, whereas Uma promises complete protection. It is affordable as per the

quantity of the oil.

Advantage for Uma over other competitors:

Rare ingredient-Clove. It can be washed of very easily, which means excess of shampoo is not required.


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Major threat to Uma hair oil:

Many players are entering the market Uma as a brand is not positioned as a coconut oil. Competitor brands are communicating

the advantages of using coconut oils.

It does not have variants like Parachute yet.MEDIA VEHICLE AND PLAN: The hair oil is being just launched into the market and

therefore, the product has to be majorly advertised in television and newspapers to bring about

product awareness. The total budget of the advertising is 19, 74, 85, 500 including television,

newspapers, magazines and bus shelters.

PLAN FOR TELEVISION:

CHANNEL NO OF

INSERTIONS IN A

DAY

NO OF DAYS TOTAL COST

STAR PLUS 5 - WEEK DAY 22 2,62,68,000

5 WEEEND 8 21,60,000

STAR WORLD 5 WEEKDAY 22 10,30,000

5 WEEKEND 8 5,40,000

COLOURS 3 WEEKDAY 22 1,62,80,000

4 WEEKEND 8 15,40,000

SONY 4 WEEKDAY 22 2,56,08,000

4 WEEKEND 8 23,68,000

TOTAL 7,57,94,000


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JUSTIFICATION: The commercial is being advertised majorly in soap channels because people

tend to wait for the commercial break to get over because they are comparatively shorter to the

commercial breaks in movie channels. Besides, for a product like hair oil the basic purchaser is a

female who can be the mother or the user herself, and women prefers to watch a lot of Hindi

television soaps. So, most of the channels are Hindi television soap channels. An English soap

channel is also added to the list so that the upper middle class can also be targeted. The

commercials will be played 5 times in a day and all the 5 commercials will be equally spaced, 2

will be played around afternoon and the rest 3 will be played during the primetime. The same

genre of the channels will also lead to duplication because of which there will be high frequency.

PLAN FOR MAGAZINES:

MAGAZINES COST OF AD NO OF

INSERTIONS

TOTAL COST

FEMINA 3,35,000 2 6,70,000

NEW WOMAN 1,25,000 1 1,25,000

MERI SAHELI 1,62,500 1 1,62,500

WOMANS ERA 1,40,00 1 1,40,000

GRAHALAXMI 1,30,000 1 1,20,000

TOTAL 12,27,500

JUSTIFICATION: Among the 5 magazines chosen 1 is an upper middle class magazine, 2 are

middle class English magazines and the other 2 are lower middle class Hindi magazines. The

product is being advertised in magazines mainly because the message and the medium match,

they above magazines target women across different social classes and since the pricing of the

product is not very high, even lower middle class women can buy the product for trial.

PLAN FOR BUS SHELTERS (AMBIENT MEDIA):

CITY NO OF BUS

SHELTERS

COST OF EACH

SHELTER

TOTAL COST

MUMBAI 1,50,000 50 75,00,000

DELHI 1,50,000 50 75,00,000


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KOLKATA 80,000 50 40,00,000

BANGALORE 84,000 50 42,00,000

TOTAL 2,32,00,000

JUSTIFICATION: Bus shelters are a part of ambient media and they have been chosen to

replace bill boards. Since bill boards are very expensive, bus shelters offer to be a cheaper

substitute, because they offer backlit boards as well. Since majority of the people in metropolitan

cities use public transport for commuting, advertising the product on bus shelters will bring

about product awareness among the major urban working population.

PLAN FOR NEWSPAPERS:

NEWSPAPER COST OF AD NO OF

INSERTIONS

TOTAL COST

TIMES LIFE

(Mumbai)

33,60,000 4 1,34,40,000

TIMES LIFE (Delhi) 27,20,000 4 1,08,80,000

TIMES LIFE

(Bangalore)

22,40,000 4 89,60,000

TIMES LIFE

(Kolkata)

9,60,000 4 38,40,000

TIMES LIFE

(Ahmadabad)

5,60,000 4 22,40,000

TIMES LIFE

(Chennai)

12,80,000 4 51,20,000

TOI (Bangalore) 10,44,000 8 83,52,000

HINDU(Karnataka) 1,66,000 8 13,28,000

HINDU(Trivandrum) 90,000 8 7,20,000

HT (Delhi) 12,40,000 8 99,20,000


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TOI (Ahmadabad) 1,74,000 8 13,92,000

TOI (Chennai) 5,90,000 8 47,20,000

TOI (Mumbai) 15,70,000 8 1,25,60,000

TOI (Kolkata) 4,28,000 8 34,24,000

NAV BHARAT

(Mumbai)

6,48,000 8 51,84,000

NAV BHARAT 6,48,000 8 51,84,000

TOTAL 9,72,64,000

JUSTIFICATION: The major part of the print advertising will be done in newspapers. Theproduct will be advertised only in the major cities. On weekends, Times Life will be the only

newspaper in which it will be advertised in metropolitan cities. It will be a half page ad. The

Hindu and HT will also have advertisements on Sundays only in selected cities. In TOI the

advertisement will be placed in weekdays. Times Life has been selected for weekend because it

is one of the most leading lifestyle supplements, it has glossy paper on which a hair oil

advertisement will look rich. Besides, Times Life is a newspaper which talks about and describes

upper middle class life style, thereby targeting the upper middle class market and alluring the

middle class to treat themselves with the product because it is rich yet affordable. The Hindu is

used for the southern region because it has a greater influence on south India than other

newspapers. For advertisements in the other parts newspapers have been chosen as per their

readership in that particular area. The advertisement has been also advertised in Hindi

newspapers in Mumbai and Delhi only because those are the metropolitan cities in which most of

the people read Hindi newspapers. Both in Kolkata and Bangalore Hindi newspaper readership

isnt high. Hindi newspapers are used to bring about product awareness among the lower middle

class so that they try it.

Conclusion

The vision for our brand is to expand into other hair care products for women. We plan on using more

media vehicles to promote our brand like Radio and Social Media. The rural market is also what we wantto venture into as soon as we gain some ground in our targeted market. As a brand we will stick to our

current strategy of being a womans best friend and support. Our values as a brand can be reflected in our

products and their advertisements. As a brand we promote women care in a healthy, natural and economic

way. We target real women. Women who travel in trains, who work as well as look after families.

Women who know that they are responsible for the welfare of others too. Therefore as a brand we stand

for responsibility, confidence and protection. Because at the end of the day we are and will always endure

to be a womans best friend.


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Questionnaire

1. Do you use hair oil? (yes/no)

2. How often do you use hair oil? Daily/Weekly/Monthly

3. Do you look at the ingredients before purchasing it? (yes/no)

4. Which ingredients do you prefer in your hair oil? __________________

5. Which hair oil do you purchase? Parachute/Bajaj Brahmi/Keokarpin/Dabur

Amla/Navratna

6. If your hair oil brand is not available, will you purchase another? (yes/no)

7. If yes, which one would you purchase?

8. How much do you spend on a hair oil? Rs.0-50/ Rs.51-100/Rs.101-150

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Documents

Final Brand Building Project