Market planning and Implementation

Workshop

GROUP 6

• Anushree Kandalkar (MarComm)• Kaveri Chandrashekar (MarComm) • Kinnari Kamdar (MarComm)• Monika Krishna (MR)• Twisha Banerjee (MarComm)• Rishi Chauhan (MarComm)

FREYA presents RADIANCE

“Radiance”

An instant shampoo tissue that cleanses superficial dirt and leaves your hair shiny

A new hair care solution for a busy day

Mission Statement

We believe that your body is a temple and needs to be treated that way. We

enable you to discover your inner beauty.

Consumer Language

Gives you the benefit of clean and shiny hair, for up to 4 – 6 hours, in five

minutes.

Company profile

• Set up in 1989 by Mr. Cawas and Mrs. Zephra Currimbhoy

• Well established since 25 years in hair care , cosmetics and accessories

• Headquarters – Powai, Mumbai• Pan-India presence• 30 retail stores, 15 spas and salons

( Metros)• Website – Freyabeauty.com • The main thrust in the future is for

instant beauty solutions in the areas of hair care

Market Profile

• India is the huge market in the hair care products

• Radiance is a new entrant in the grooming and hair care market

• Our product is positioned as a complimentary product to shampoo.

Substitute Products

SUBSTITUTES

Spray

Serum

Mousse

Metros

Women

20-25

Working

High Incom

e

Middle incom

e

Non-Workin

g

25-30 Above 30

Men

Segmentation and Targeting

Peripheral market

Core target : 25-30

working women

Other aged group

working women

College students

Working men

Positioning : Instant superficial cleaning and grooming product

Consumer profile

• Consumer environment analysis :• Our consumer

• Leads a hectic life• Works up to 10 hours a day (can be

stretched to 14 hours)• Most of them travel by public transport

(trains, metros, buses and autos) or two wheelers

• Comes in contact with various pollutants• Works hard• Parties harder

Pen Portrait

7 am – Wakes up and showers7.40 am – Grabs her breakfast and runs finger through damp hair8 am – Travels to work by crowded train8.50 am – walks to work while the pavement is being swept9 am – Reaches office ( meeting scheduled at 10am)9.45 am – Freshens up1 pm – Winds up the meeting and grabs a microwavable lunch and eats at desk4 pm – afternoon filled with work and fuels herself with coffee(client meeting at 5 pm ) 4.30 pm – travels to the clients office and quickly discusses the meeting’s agenda6.30 pm – travels back to office by colleague’s car7 pm – realises she has to go for a party with her friends7.30 pm – calls for a cab and freshens up on the way11 pm – party gets over 12 midnight – reaches home and tumbles into the bed exhausted.

Other Occasions

• Gym• Party• Weddings• Heading out for a date

Product profileFREYA

Personal Care

Body care

Hair care

Spas and Salons

Cosmetics

Eyes

Lips

Face

Accessories

Belts

Bags

Jewellery

Freya hair care

Shampoo & Conditioner Serum Oil Instant Shampoo

Tissue

Basic

Aloe Vera

Mint

Citric

Berry

Packaging

• Individual sachets in a teal cardboard box Design of the sachet :

- Air sealed silver sachet with Freya logo and “Radiance” - Anti bacterial, moisture retention• One folded, moist tissue in each sachet • Sachet colour will change according to the

fragrance• Size of the tissue : 8 inches by 8 inches• Directions to use will be mentioned on the

box and the sachet

Directions for use

1) Tear sachet along the dotted line2) Gently smooth tissue over hair from

the crown to the tips 3) Fold and wipe at your convenience4) Dispose of tissue appropriately

Product Visualization

Pricing• Base price from the wet wipe tissue• Cost is based on the manufacturing

process• Package size and pricing :

Packet Size Price

10 wipes 100 /-

20 wipes 200 /-

25 wipes 250 / -

Channels of Distribution

1 .Manufacturer Consumers

2. Manufacturer

Distributors

Retailers

Consumers

Distribution

• Business to Business :1. Hotels2. MNCs3. Malls4. Airports

• Business to Consumers:1. Freya retail stores2. Spas and salons3. Modern Trade4. E – commerce

Sales Management Metro

Business to Business

Head Sales Manager

Company owned stores

Head Sales Manager

▪Sales Manager(hotels)▪Sales Manager( MNCs)▪Sales Manager (Malls)▪ Sales Manager

(Airport)

▪ Sales Manager( Freya stores)▪ Sales Manager (Spas and salons)▪ Sales Manager ( modern trade )

Activation Plan

• Sales conference – 14th September. • Objectives of the conference

❖ Motivate our sales force❖Update our salesman on the latest

industry developments (as well as peripheral industries)

❖Educated in the latest sales techniques❖Equipping them with all the tools for

optimum performance

Activation Plan

• Press Conference – September 25th, 2014.

• Objectives of the conference ❖ Introduce the media to Radiance❖Launch date – 1st October, 2014 with a

fashion event.❖A promotional activity till the launch of

the product:-Digital Advertising – “What makes you shine” on Twitter and Facebook(#shinewithfreya) -Loyal customers of spas and salons

Promotion

Above the lineBelow the line

Above the line • Advertisements – “Shine Campaign”

– 3 sixty second TVC’s with the tagline

“When you shine, so do we”• Print Ads – magazines like “Vogue

India, Femina and Cosmopolitan” • Digital Advertising – “What makes

you shine”• Hoardings at the Metro Stations

Below the line

• Kiosks in malls – free sampling, product demonstrations

• Freya Fashion Week – promote Radiance

• Give Freya gift baskets as prizes for our Twitter and Facebook competitions

CSR Activities

All profit made from ticket sales from our fashion shows will be donated to Nanhi Kali – a organization dedicated to the education of young orphaned

girls.

To a store near you !!!!!!!!

THANK YOU