2. Vision:
“Clean Ingredients. Awesome Hair”
Mission:
“Create hair that is vibrant and full of life through the earth’s very own ingredients”
Core Values:
• Customer is an asset to the company.
• What makes us different, makes us better.
• Innovation for better living.
• Quality at work.
3. Goal:
• Remove dirt & control oil from surface of hair scalp.
• Provide efficient prevention from returning back of dandruff( lipids i.e: living cells)
• Prepare the treatment within the product to give Smooth, Silky and Soft hair.
• Target each market segment from infants to old age people
Objective:
• To analyze current market of Shampoos.
• Identify minimal ratio of customers attracted to the brand by its uniqueness.
• To recognize potential benefits that customers expect from the brand.
• Examine consumer valuation in terms of product.
4. Strength: Opportunity:
● Targeted market is for the product of
local salon.
● Due to numerous products, difficulty in
selecting the exact hair suitable
shampoo
● Innovation of technology in terms of
product creation
● Brand loyalty is switching due to
numerous differentiation
● Offer low prices than current prices of
same product line
● Price controlling of other brands is
difficult to manage due to operating in
different countries and time zone
● Unique idea makes us stand out in this
chaos of shampoo market
● Saturation in the market can help
product to rise, since only 1 shampoo
at least be selected by a consumer
among 100 options
Strategies:
- SWOT Analysis: Following is the SWOT analysis of newly introduced product in the market, representing all 4 quadrants.
5. Weakness: Threats:
● New to market with no previous
recognizable brand name
● Strong competitors like Pantene, Sunsilk,
Clear etc in the market
● Changing market strategies very
frequently
● Highly skilled branding strategies
● High brand switching due to many options
in market
● Availability of various variants under one
umbrella
● Great and well stabled R&D departments. ● Excellent distribution channel of
competitors
6. Strength Weakness
Opportunity
1. With low price offering by
product, the fluctuation of
prices can be controlled easily
1. Since with the weakness of
high brand switching, the
opportunity of saturation in a
market can be obtained with
targeting our brand as
customer first choice
2. With uniqueness in the
product the consumer will
serve the brand loyalty and
stick to it specific feature
2. Can established great R&D
department with in the
company by taking samples of
numerous products of
competitors
Threats
1. The unique brand image can
help overcoming the threat of
various variants
1. No recognized name in
comparison to strong
competitors like Pantene,
Sunsilk etc
2. Innovation of the product
creation can give tough time
to strong competitors locally
2. Since the have very wide
distribution channel (both
locally and internationally) so
their changes in strategies of
branding will surely affect the
new launched product.
•TOWS Analysis: Following is the TOWS analysis of newly introduced product in the market, representing all 4 quadrants.
7. Serial Number Strategies Year 01 Year 02 Year 03
01. With low price
offering by product,
the fluctuation of
prices to be
controlled
XX
02. Targeted market is
for the product of
local salon.
X
03. Establishing great
R&D department
within the company
XXX
04. Retaining the
customers from local
market
XX
05. To look for highly
skilled branding
strategies
XXX
06. To create good
distribution channel
of competitors
XX
Strategic Business Plan:
8. Action area Strategy to
Implement
Tasks Person
Responsibl
e
Resource(
s) needed
Measurement Timeline
To look for
highly skilled
branding
strategies
Go out for
brand
image and
work on
strategies
- Call for
the
branding
agencies
-
Document
the
weaker
areas
- Brand
manager
- Strategy
Team
- Agencies
- Highly
skilled
brand
manager
- Team
with good
heads
- Manager
completes
survey
- Come up
with
competitors’
weakness in
strategy
building
- Obtain target
within the
next 3 years
- Begin to
capture daily
analysis
Action Plan:
9. Market competitive analysis:
● Who are your competitors?
Pantene,
Sun Silk,
Clear,
Dove,
Loreal.
● What products or services do they sell?
Shampoos
Conditioner
Shampoo + Conditioner
Shampoo for dry scalp
Shampoo for rough hairs
Shampoo for anti-dandruff
Shampoo for smooth and silky hairs
11. ● What are their past strategies?
1. Pantene: (P&G product)
Pantene targets people looking for affordable hair career and has
product offerings for the middle and upper-class groups. It uses
psychographic segmentation to target people with certain lifestyles and
aspirations with respect to hair. Pantene’s target audience is women in
their mid-to-early 40s and who were invested and proactive in living a
healthy lifestyle and also feel confident when their hair looks good
12. 2. Sunsilk: (Unilever Product)
Sunsilk uses the mix of demographic, geographic and psychographic
segmentation variables to understand the changing needs of the
customers and address them accordingly. It uses differentiating
targeting strategies to make the products available to the customer
accordingly as per their choice. It uses usage & benefit based
positioning strategies to increase the hair & care awareness among
the potential customers and to be their favorite hair care brand.
13. ● What type of media are used to market their products or services
Billboards and posters are found on every street
They use advertising over TV channels
They indulge in promotions and press releases
Along with Radio ads in between shows
They use web pages to brand their products.
They roll out special offers at events celebrated locally or
internationally in the world.
Promotions and Discount are offered over the products yearly.
14. Pantene SunSilk
Strength 1. Strong player in the Hair
care segment
2. Continuous improvement
in product line
1.Market leader
2. Use of Brand
Ambassadors and
Endorsers
Weakness 1. Brand switching is high
2. Price control is becoming
tedious
1. Competition resulting
in erosion of bottom line
2. Brand switching
•What are each competitor's strengths and weaknesses?
15. Pantene SunSilk
Threats 1.Product
differentiation
becoming difficult
2. Advertising noise
1. Rising costs of
distribution and
operation
2. External and
Internal (Clear,Dove
etc) competition
Opportunities 1.Focusing on the
wants and demands of
consumers
2. Expanding with
further product lines
1. Men’s segment
2. Improve rural
penetration
•What potential threats & potential opportunities do your competitors pose?
