The document summarizes market research conducted by Hazel Corporation and outlines plans to launch a new brand and product targeted at younger consumers. Research found that Hazel's current customers are primarily middle-aged, so the opportunity exists to target 16-28 year olds. The new brand, called Vivi, will be a branch of Hazel focused on fashionable young women. A new shading shampoo product will be released, emphasizing values like time, health and quality. The shampoo comes in 10 skin-friendly colors and allows for customization.

1. Ziyu Xu, Marketing department
Alina Bäsener, Marketing department
20-12-2011 Hazel® Corporation

2. Contents
• Market Research and SWOT
• New brand introduction
• New product release
• Summary

3. Market Research
Age of our customers
46-50
14%
15-25
36-45 42%
18%
26-25
26%

4. SWOT and Research
• Strength:
– Success in middle age market
• Weakness:
– Only focused on middle age market
• Threat:
– Decrease in sales
• Opportunity:
– Younger market
• Solution: New brand and product for younger market

5. New Brand
• Target Group:
– 16-28 fashionable young women
• Branch of Hazel
– Different identification
– Same quality

6. New Brand
• Name: ViVi
– Visual
– Victory
• Logo
– Hand: helpful
– Wings: make dreams come true

7. Demand for different beauty products
Beauty products
11%
Shampoos & haircare
18% 41%
Skin care
Perfumes
Other
30%

8. The new product

9. Fashion trends for hair products

10. Emphasized values for customers in
shading shampoos
30
25
20
15
Values
10
5
0
Time Health Quality Price

11. Uniqueness of the product
• Skin friendly; without chemical damage to the
hair
• 10 different colours
• Possibility to order special colours

12. Application of the magical shading
shampoo
• Favourable under the shower
– hair has to be wet
• A handful portion
• Massage in
• Lather up & leave on for 5 to 10 minutes
• Rinse the hair carefully

13. Summary
• Market Research and SWOT
• New Brand
• Introduction of the new product
– Application
– Uniqueness

14. Thank you for your attention!
Q&A