Submitted by-TEAM X-CONNOISSEURSAbhishek Singh U113122Anurag Satpathy U113074Arjun Agrawal U113191

Define the Market

Perform Market

Analysis

Key Learnings

Competitive Forces

Go-To-MarketStrategy

STRATEGY

CASE STUDYON

MARKET ENTRY STRATEGYFOR TIGI

Define MarketPerform Market

AnalysisKey Learnings Competitive

forcesGo-To-Market

Strategy

Customer Base

Distribution Channels & Retailers

1

•Independent Salons:

•1. Luxury & mid-segment

•2. Niche consumer base

•3. Prime locations. example: G.K.M- Block Market, Delhi

2

•Salon Chains:

•1. Luxury & mid-segment

•2. Large network in Tier-1 cities

•3. Centralized corporate structure

1

•Youth:•1. Age

group 18-25 yrs.

•2. Brand conscious & Looks conscious

•3. Ambitious & Experimental

2

•Middle-Aged Females:

•1. Age group 30-45 yrs.

•2. Brand loyal

•3. Fear of ageing

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy

1

•Interaction with Salon Manager & Hair stylist

2

•Study of association of a brand with the salon - Benefits & Limitations

3

•Study of services provided by the brand to the hair stylist which comprises of:

•1. Training Sessions

•2. Knowledge about their Professional Products

4

•Analyzing the interaction of the Hair-stylist with the visiting customers

5

•Understanding awareness of the Hair-stylist about the professional brands

6

•Analyzing the ways of promoting a professional product by the hair stylist

Field Study- Salon Visit

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy

Salons Visited

Customer Survey

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy

1

•Online survey was conducted

2

•250 responses were received

3

•Carefully selected sample

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

DEMOGRAPHY

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

CONSUMER VISITING FREQUENCY

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

BRAND AWARENESS

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

CONSUMER BUYING PREFERENCES

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

CONSUMER EXPENDITURE PATTERN

HOW MUCH DO YOU PREFER TO SPEND ON A SALON VISIT?

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5 6

CONSUMER BRAND LOYALTY

Inferences Drawn

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy

• Hair-stylist can influence the brand-choice of a consumer

1

• If training is provided by the brand, then the hair-stylist can promote the product

2

• Knowledge sessions about the professional products helps the hair-stylist in convincing the customer

3

• Most of the salons preferred to keep L’oreal because of its awareness amongst consumers

4

• Unlike Individual salons, association of a particular brand with the premium salon chains, is decided by the top management

5

Salon visit Online Survey

• Most of the surveyed people visit a salon once a month

1

• Most of them were inclined towards average range salons, & are mostly brand loyal

2

• Most of them don’t like to spend more than Rs. 500 on a salon visit

3

• Almost all were aware about L’oreal as a brand where as TIGI is relatively unknown

4

• Most of them don’t buy anything from salons or if they do, then they do it once every 3-4 months

5

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy

Industry Competitors

-L’oreal-Wella

-SchworzkopfMatrix

Potential Entrants

-Brands sold through e-commerce websites

like 1.Amway

2.Suave,3.TRESemme

Buyers-Less visitors to premium salons

-Preference to low end products-Unawareness

towards TIGI as a brand

Substitutes-Retail products &

home care products from established

brands-Ayurvedic Products

Suppliers-Brand-loyalty

-Already established portfolio of

premium products of other brands

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5

Marketing Mix Model

Product Price Place Promotion

1.BedHead-Wash & care(Shampoo

& conditioner)-Styling(Curl spray &

cream, gels, Hair sprays, serum’s, straightening

cream-B for Men ( Gel, wax,

Grooming cream, Thickening Shampoo &

Conditioner)

2. S- Factor-Repair & Nourishment

(Shampoo & Conditioner moisture spray)

-Color Protection ( Color shampoo & conditioner,

Color Hair Oil)-Smoothing ( Shampoo & Conditioner, Serum )

-Shine ( Shampoo & Conditioner)

-Styling ( Sprays & Wax)

1.Salon-High End

- Average

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5

Marketing Mix Model

Product Price Place Promotion

Price1

•Competitive pricing

2

•As per field visit the pricing portfolio of the products range from Rs. 600 to Rs. 1250

3

•Online survey depicts that consumers aged between 20-28 yrs. don’t prefer to spend much on the professional products

Promotions1

•Small Promo-packs can be distributed to salons at the entry level

Prices of the Professional products from TIGI should range from Rs. 500-Rs. 1000 during

the entry phase & subsequently as the brand builds, other high end products can be

launched

While approaching a salon TIGI can distribute small promo packs to them for trial purpose

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5CREATING A BUZZ

College Campaigns- Poster Boy/

Girl Hunt

Auditions

Select Good faces

Style them

Perform Photo shoots

Make them faces

for all- India/

Regional Ads

Sponsor College Fashion shows

Styling the Models

Promotional Events in

Malls

Ask the visitors for

a demo

Real time styling

Provide the participants

with a promo pack

of TIGI products

Schedule meet-ups

using www.meetup.

com

Hire celebrities

for appearances for such

events who attract

maximum participatio

n

Setting up a website

Customer will be able to

visualize different

hair-styles suiting their

needs

Selling Discount Coupon/

Codes

Using snapdeal.c

om & groupon.c

om

Providing Internships to

students from top B-

schools

This would help TIGI to get quoted

in the placement brochure & hence will be noticed across all industries

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5

TARGETING HAIRSTYLIST

Keeping The Hair-Stylist excited & engaged

Provide frequent

Training by TIGI

education team

Educating the stylist on TIGI

products&

Technology

Conducting Competitions

across Pan India for the

stylists, similar to “Master Chef India”

Encouraging Hair-stylists

to create their own

styles & send it to TIGI. Winning

participants will be

featured on TIGI products

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go –to- Market

Strategy1 2 3 4 5

TARGETING SALONS

Targeting High End to Average Salons

No Promotions

on Salon Levels is

done by other brands so TIGI can

grasp this opportunity

-Providing better deals to

the Salon. -Providing the

managers with a Toll free

number to facilitate the immediate

delivery of TIGI product to

salon.

Tie –ups with Salons in 4-Star and 5-Star hotel .

Tie-ups with Express Haircut Salons

present in malls so that TIGI products

are well noticed.

Thank You