Background Of Company.Reasons of failure.Strategy for Re-Launch of product:• Four piece of marketing(Product,Price,Place,Promotion)• strategy & tactics.• Promotion: Digital Marketing.• Recommend your strategies• ATL & BTL.• Digital Marketing• SWOT Analysis Select price and Competitors Price.• Pricing Price Skimming
We will take you through:
Clairol is a personal-care-product Division of Procter & Gamble begun in 1931.The company was widely recognized in its home country,
the United States, for its "Miss Clairol" Hair-coloring kit introduced in 1956. By 1959, Clairol was considered the leading company in
the U.S hair-coloring industry. In 2004, Clairol registered annual sales worth
approximately US$1.6 billion from the sale of its hair products.
Anyone who uses shampoo and interested in the “back to nature” movement occurred in 1970’s.
Reasons For Failure
The company did not try to create demand.Clairol could not inform its consumers the benefit
of putting yogurt in their hair though advertising.Consumers were mislead and was not successful.
How did the Company try to create demand for the product?
In the consumer’s mind Yogurt Spoils, Smelliness & Soured milk in hair.
Bottle confused some consumers shampoo was mistaken for just yogurt. Individuals ate the shampoo and become very ill.
Iman AliMahira KhanAyesha OmerMehwish-Hayat
Numerous products today use natural products in it.Shampoo with: Coconut oil Tea tree oil Rosemary oil Dairy products Such products focused on the natural benefits these
things would bring to your hairsNot just adding yogurt to a shampoo and not
informing consumers the benefits.
What could make the product more successful?
Mission Statement:“It aims to be the HEALTHIEST shampoo on the market and allow customers to express their
SLOGAN:“Your Hair Expert”
Want to look different, Try Different
The four Ps
Brand Name: YorganicFunctionality: Grow your hair “Naturally” . 2
in 1 no need of conditioner. Cost benefit.Styling: Bottle-Phallic ShapeQuality: Advance quality, product can be
easily usableExpiry: 1-2 years opened, 3 years unopened.
Water and air that gets into the bottles could break down the formulas.
Product: This part contain following:
Product features:• Gives shines to hair without conditioner• Provides nutrients to keep the hair and scalp healthy• Cost-effective• Reduce hair fall and dandruff
Pricing Strategy: Skimming price for introduction.Suggested Retail Price: 499Volume discounts and wholesale pricing: Profit of
wholesaler is 20 RS margin .
Price: This part contain following:
Distribution Channels: whole saler, retailer, Consumer
Market coverage: Imtiaz , HyperStar, And good store
Distribution Centers: Clairol Features StoresDistribution strategy: Selective Distribution
through our own outlets.
Place: This part contain following:
Promotional Strategy: Half of the marketing budget for BTL including digital marketing Bill boards,T.v etc)
Advertising: Personal Selling & Sales ForceSales Promotions: Winner of lucky draw will win
Basket full of Cosmetics products and free sampling. Marketing communications Budget
Promotion: This part contain following:
Demographics: Gender, Age, Income Level, Family size, Religion, Social Classes
Psychographics: Life style, Personality, Social class
GEOGRAPHIC: Density, Location, Climate
BEHAVIORAL: Benefits, User status, Usage rates, Loyalty status
We are targeting the upper class and the middle classYorganic fulfills the requirementUsing our shampoo:• Can grow hair naturally• Natural ingredient such as yogurt • Hair healthier • shines to your hair • Two in one because you don’t need to have a
conditioner as they give shines to your hair.
50% 24% 16% 6% 3% 1
BREAKING DOWN THE BUDGET 50%: DIGITAL 24% TV 16% PRINT 6%
OUTDOOR 3% RADIO 1% CINEMA
YorganicParent Company P&GCategory CosmeticsSector FMCGTagline/ Slogan Grow Your Hair NaturallyUSP That's perfectly natural.
Strengths 1. Strong Financial position of P & G2. Brand Loyalty3. High Quality Products4. Well known brand5. Availability of Products in Different Sizes6. Large Network for Distribution7. Consumer Trust
1. Strong competition2. Lagging behind in terms of creative campaign3. Less popularity in rural areas compare to urban areas4. Higher price than other brands
1. Have a Great Opportunity in New developing areas2. Consumer behavior towards brand loyalty3. Increase in the Shampoo consumption due to awareness4. Heavy investment in the research of Shampoo
Threats 1. High Competition in Market2. Threats from new entrants3. Threats from plenty other options available to consumers