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7/24/2019 Hair Color in India
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Hair Color Category, Competitor and
Customer Analysis
Dr. Rohit Trivedi
MICA
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Whats happening.
Have you seen your elder !ousin"non#trendypro$essor"$ashionista $riend using hair !olorre!ently %%
Hair !olor is a part o$ the !osmeti!s industryand has &een gro'ing at a CA(R o$ )*+
Total !ategory is valued at more than IR -&n.
/oised $or (ro'th %%
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Category, Competitor and CustomerAnalysis
0MC( A 1napshot
/ersonal Care (ro'th prospe!tus
Hair Color Mar2et 3vervie'
Types, Trends and Te!hni4ues
Distri&ution Channel 5rand 1hare
Ma6or Competitor
5rand 7ser and usage insights
Competitor Analysis and /ro8ling /orters 0ive 0or!e Analysis
Mar2et 1i9e and Mar2et 1hare Analysis
Industry Trends
Drivers and Challenges
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0MC( # 3vervie'
0MC( : 0ourth largest se!tor in e!onomy
;o'er CA/penditure 5rand &uilding
Contra!t Manu$a!turing
71/: Wide distri&ution net'or2
/rodu!t Category introdu!tgion#leg
;o'er per !apita !onsumption ;o' rural penetration
;o'er sele!ted !ategory penetration
1our!e : ?/M( @Indian 0MC( Mar2et (iant 7nleashed
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0MC( # 3vervie'
0MC(
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/ersonal Care
Indian personal !are mar2et is ran2ed -thglo&ally
1i9e o$ appro>. 71D &n
Moving $rom health to &eauty
12in 'hitening most popular !laim
Category &e!oming more gender spe!i8!
Higher#pri!ed ne' laun!h is an emerging
trend
1our!e : Cosmeti!#&usiness Indian !osmeti!s mar2et !ontinues to
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/ersonal Care Category1hare
1our!e : Tata 1trategi! Management (roup 3utloo2 $or personal!are ingredients industry: An Indian perspe!tive, )BBG
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(ro'th in /ersonal CareCategory
1our!e :
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Hair Care
1e!ond largest segment o$ /ersonalCare
It !omprises o$ oneeighth o$ the $astmoving !onsumer goods mar2et
Hair !are gro's &y -+ in )B- torea!h IR-*.) &illion $rom IR -BB&illion in )B--
Colourants !ontinues to re!ord the$astest !urrent value gro'th o$ )*+
in )B-
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Hair Care
Jalue o$ Hair Color mar2et : Appro>. IR - &n as onMar!h, )B-).
1our!e : 5usiness World @Ra!e 0or Cro'ning (loryK Aug)B--
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Hair Care
Total mar2et penetration *+ %% Rural # %% 7r&an # %%
Is it a nas!ent or emerging !ategory %%
1our!e : 5usiness Today @Indian !osmeti! mar2et is all set $or
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Hair Color (ro'thTra6e!tory
)BBF )BB* )BB )BB )BBL )BBG )B-B )B-- )B-) )B-
B.BB
*,BBB.BB
-B,BBB.BB
-*,BBB.BB
)B,BBB.BB
)*,BBB.BB
B,BBB.BB
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
,L-L.B
F,-*.B
*,)-.B
,L-.B
L,-G*.-B
G,G-.GB
--,*.-B
-*,F)B.FB
-G,LL).BB
)F,L.BB
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Hair Color ChangingTrends
1hi$t in per!eived need o$ !onsumption $rom!overing grey hair to %%%
3nly )B+ o$ Indian 'omen use hair !olor as!ompared to GB+ in developed mar2ets
Hair !olor produ!ts have largely &een aimed at-*F* age $emale segment #%%%%
Hair !olor use among male ;ess than +1urprised %%%N
1our!e : 5usiness World @Ra!e 0or Cro'ning (loryK Aug)B-
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Hair Color # Types
Comes in a variety o$ delivery$ormat# /o'ders, ;i4uids, 3il&ased gels and
Creams
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Hair Coloring Te!hni4ues Ton#on#Tone
onammonia dyes
ot to li$t the &ase !olor o$ the hair &ut one !an have it in$used'ith an arresting tone
Highlighting"1trea2ing
Anything $rom large strategi!ally pla!ed !hun2s o$ !olor to amore su&tle &a!2#to&a!2 'eaving or sli!ing te!hni4ues !an &eemployed to give either an outrO or more traditional !oloring o$ones pre$eren!e
(lo&al Coloring All the hair is !olored $rom root to end
Radi!al trans$ormation li2e &right red mopN or even settle $ormore honey or !ho!olate !olored tresses
(rey Coverage
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Distri&ution Channel
1our!e: Indian 0ran!hise Asso!iationK &usiness standard @(arniNering
volumes, 3!t )B-B
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Mar2et 1i9e and Mar2et 1hareAnalysis
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Ma6or Competitor and5rands
Company Brand Categories
(odre6
Rene' Cream "/o'der
pert 3riginal
/o'der
pert Care
pert Advan!edupur
?ali Mehandi
Colour 1o$t Cream
;3real
Casting CrPme (loss
Cream!ellen!e CrPme
Inoa
(arnier Color atural
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Ma6or Competitor and5rands
Company Brand Categories
Revlon
Colorsil2
CreamTop 1peed
Color n Care
0rost Q (lo'
Hygieni! Resear!h 1trea> Cream
Jasmol /o'der
Cavin?areIndi!a Her&al HairColour atural 5la!2and 5ro'n
/o'der
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Hair Color 5rand 1hare
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Mar2et 1hare Analysis
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Hair Color CompetitorAnalysis
(odre6 is the mar2et leader in the hair!olor segment 'ith a mar2et share o$around )*+
Hygiene Resear!h 'ith produ!tJasmol and 1trea> is an emergingplayer $or mid#segment
(arnir, ;oreal and Wella have !apture
the premium hair !olor mar2et
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Hair Color CompetitorAnalysis
;oreal 'ith its premium &rands Matri>,(arnier and ;oreal !ellen!e a!!ount$or more than three#$ourths o$ !ream#&ased hair !olor mar2et
e' /rodu!t Development is not astrong phenomenon in the !ategory
All the players are MC 'ith deeppo!2et to 8nan!e mar2eting e>penditure
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Competitor /ro8ling
Godrej Consumer Products td
A mar2et leader in the hair !olor mar2et and$ollo's a &y mar2eting strategy
presen!e in !ontinents through !ore!ategories
Its !are &usiness gre' &y -G+ $or 0S-driven &y ro&ust sales o$ pert range o$
po'der !olor and upur Mehendi (C/; has a!4uired Darling (roup, a leading
hair!are !ompany in A$ri!a in )B-)
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Competitor /ro8ling
!ygiene "esearc# $ndia
3perates in India and mar2et itsprodu!t a!ross -* !ountries
Has its agship salons 1trea> HeadTurner all a!ross India
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Competitor /ro8ling
%&rea' ()
;3real India 'as esta&lished in -GG 'hen it8rst entered the !ountry in a 6oint venture 'ith
ME (roup.
Has its presen!e in -B !ountries and oUers )glo&al &rands
It sells its produ!ts to hair salonsK mass mar2etretail !hannelsK department stores
Its ammonia and odor$ree hair !olor Inoa 'asused in more than L-,BBB salons one year a$terits laun!h in )B-B
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Competitor /ro8ling
Procter * Gam+'e Co,
Wella A( operates as a su&sidiary o$/Q( and is head4uartered inDarmstadt, (ermany
Wella /ro$essionals has earned itstitle as the glo&al authority on hair
!olor It has relaun!hed &oth the
permanent hair !olor line ?oleston
/er$e!t and Color Tou!h demi
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Competitor /ro8ling
"e-'on $nc
3ne o$ the strongest !onsumer &rand$ran!hises in the 'orld 'ith its
produ!ts &eing sold in over -BB!ountries a!ross si> !ontinents
It mar2ets its produ!ts primarily under
Revlon Color1tay, Almay Intense iColor, Almay 1mart 1hade, RevlonColor1il2 and (atineau &rand names
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/orters 0ive 0or!es Analysis
5uyers po'er:1trong
1uppliers po'er:;o'
Threat o$entry
Medium
Threat o$su&stitutes
;o'
Thus, overall the!ategory ispro8ta&le
Industrialrivalry :
;o'"Medium
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Ma6or 5rand Insights
%
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5rand Analysis
5rand 3&6e!tive
5rand /ositioning
5rand /romoter
Jalue /roposition DiUerential Competitive Advantage 71/N
5rand 1trategy
pe!ted $uture strategies Target Mar2et, their 2ey e>pe!tations,
usage and so!io#psy!hographi! ma2e#up
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5rand /ositioning
Can 'e identi$y ho' they are positioned %
What is their !ore value proposition % Ho' are theydiUerent % or not so diUerent %N
What is their T( %
Core mar2eting strategy% Ho' it has evolved %
What !ould &e possi&le strategi! $uture dire!tion $orthe &rand %
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5rand#7ser Insights
(odre6 ;eader in &oth Dye andColor
Dye used &y people in age !ategoryF* years and a&ove
Color more prevalent in )*#F years
1
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5rand#7ser Insight
Rural Consumption &y R- and R)
Hair Dye more prominent
7r&an Hair Dye prominent in 1
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5rand#7ser Insight
MediaTJ, 0riends and Retail 1ho'room are
most promient
Media a'areness high $or &oth Dye andColor
Most $avourite $or Dye : 0amily Drama
and Comedy Most $avourite $or !olor : Reality sho',
sports and e's
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5rand # C5
Autonomy Hair Color asso!iated 'ith autonomy
Dis!ount Hair !olor and Dye treme
diUerentiation
Jalue $or Money Dye is more asso!iated 'ith value $or
money
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7sage
;o' /enetration a&out )B+
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Hair Color Industry Trends
.sage o/ !er+a' Products
ieup it# sa'ons
Brands see to +e natura'
3 Co'or ser-ice
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7sage o$ Her&al /rodu!ts
Consumers opting $or ammonia$ree orher&al hair !are produ!ts, espe!ially inthe hair !oloring segment
(ro'ing demand $or produ!ts oUeringnourishment &ene8ts usually asso!iated'ith natural ingredients
1our!e : 5usiness 1tandard @Her&al produ!ts add !olour to hair
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Tie#up 'ith 1alons
/artnering 'ith &eauty salons to train&eauti!ians
;V3realVs /ro$essional /rodu!ts 8rst tostart initiatives in in -GG
(/C; targeted &ar&ers and salons inrural areas
Appli!ation o$ spe!iali9ed produ!ts li2eD Color
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1alon 1egment
(a'on(egment
Buying Criteria PricingPoer o/ endcustomer
ierentiation
;u>ury 5rand, uality High !lusivity $oruse o$ the
produ!t/remium uality, /ri!e,
Availa&ility,1pe!iali9ation
Moderate High
1alon spe!i8!&rand !reated&y !o.
Mass
/remium
uality, /ri!e,
Margin,Availa&ility
Moderate /rivate ;a&els
Mass /ri!e, Availa&ility ;o' odiUerentiation
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D Color 1ervi!e
In this, panels o$ !olor are outlined andlayered on top o$ ea!h other and diUerentshades are graduated
This gives an illusionary eUe!t o$ added
depth and dimension $or an upgraded!olor loo2 The idea o$ !olors $ading $rom one into
the ne>t 'ithout any real demar!ationgives an enhan!ed D loo2
Wella /ro$essionals unveiled theirAutumn"Winter )B-- 1easonal Colle!tion'hi!h $eatured this innovation in hair!olor D Color
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5rand see2s to &e natural
/rodu!ts su!h as natural hair !olorantsand styling agents are &eginning togain $or!e in hair !are segment
/enetration o$ these produ!ts is verylo' even in ur&an mar2ets
Though it is not possi&le to have a
!omplete natural hair !olorant, playersare loo2ing to introdu!e produ!ts thathave limited !hemi!als in them
1our!e: mydigital$!.!om @Hair !olor &rands see2 to go
Hair Color Dri ers and
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Hair Color Drivers andChallenges
$ncrease in disposa+'e income
Grot# in /as#ion consciousconsumers
"ise in organied retai'
$ncrease in aareness
$ncrease in en%s grooming
)d-erse impact on #ea't#
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Hair Color Drivers
$ncrease in disposa+'e income
1our!e : M!?insey (lo&al Institute @Rise o$ Indias !onsumer
mar2et, May )BB@K
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Hair !olor # Drivers
(ro'th in $ashion !ons!ious !onsumers In!rease in the population o$ 'omen in the
age &ra!2et -*FG is impa!ting gro'th
positively Wor2ing population, in India today, have
started paying more attention to theirpersonality Corporate identity
syndrome %%N More as /ersonality enri!hment rather
than De8!ien!y hideout
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Hair !olor # Drivers
In!rease in A'areness /layers have &een $o!using on produ!t
diUerentiation &y highlighting the
des!ription o$ the produ!t $ormulation as'ell as the &ene8ts o$ the same
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Hair !olor # Drivers
In!rease in Male (rooming Mar2et estimated to &e around Rs -)*B
mn
More male opting $or hair !olortreatment 'hile going $or hair !ut
More !onsumption emerging in age!ategory -L#FB
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Hair !olor # Drivers
In!rease in organi9ed retailing 0DI in retail a &oom $or 0MC( at large
More option $or !omparison and
diUerentiation
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Hair !olor # Challenges
/er!eption among !onsumer a&outhealth pro&lem emerging due to hair!olor !hemi!als
;in2 &et'een hair dye and possi&ilityo$ !an!er
Allergi! rea!tion due to !ertain hair
!olor