Marketing Plan of Shampoo

Presented
By,
Group No03
Animesh
(01)
Vishal (16)
Bhushan
(25)

Unnique

CEO/MDGMSales & Marketing ManagerFinance Controller-

Brands

Unnique

For SEC B&C

For SEC A

For SEC B&C

FMCG Growth

Urban

Metro
Central
India

Geographic
Rural

North
India
South
India

Gender
Segmentation

Age

Demographic

Income
Life style
Psychographic
Personality
Behavioral

Benefit

Male
Female
15-24
25-55
High
Middle
Low

Targeting

Alimento

Alimento
Total

Rural

Urban

Bangalore

9,621,551

6351618.557

3269932.44

Kolkatta

4,486,679

3231644.715

1255034.29

Chenni

8,917,749
13,830,884

4990295.608

3927453.39

7963099.698

5867784.3

Metros

Mumbai
Delhi

13850504

944726.7954

12905777.2

Total

50,707,367

23,481,385

27,225,982

Alimento
o Demographic:
Family size
: All
Family life-stage : Single as well as Married
Income based
: High income
o Psychographic:
Life-style characteristic
: Open
SEC
:1
o Behavioural:
Benefits sought : Fights 6 signs of damage
(Hair fall, Dryness, Roughness, Dullness, Split Ends & Conditioning)
o Product attributes: Ceramide Cement With Conditioner
o Positioning : 6 Problem 1 Solution.
o Segment size :
Segment includes nearly 6% of urban metros population.

Promotion

TV
Magazine
5 star hotels
News Paper
Gymnasium
Internet

Alimento
Promotional
Cost
No. of Unit

Quantity

Manf. Cost

10 ml

12.5

1.56

175 ml

218.75

250 ml

312.5

Total

Total Cost

Price

Profit

800,000

14

14.5

178,571.43

27.34

548,571

246

250

2,142,857.14

39.06

224,000

352

358

1,250,000.0

1,572,571

3,571,428.57

Hair & Shine

Hair & Shine

Total

Rural

Urban

Uttar Pradesh

166,197,921

131,658,339

34,539,582

Bihar

82,998,509

74,316,709

8,681,800

West Bengal

80,176,197

57,748,946

22,427,251

Andhra Pradesh

76,210,007

55,401,067

20,808,940

Madhya Pradesh

60,348,023

44,380,878

15,967,145

Maharashtra

96,878,627

55,777,647

41,100,980

Delhi

13,850,507

944,727

12,905,780

Karnataka

52,850,562

34,889,033

17,961,529

Tamil Nadu

62,405,679

34,921,681

27,483,998

Total

691,916,032

490,039,027

201,877,005

State & U.T.

Hair & Shine

o Demographic:
Family size
: All
Family life-stage : Single as well as Married
Income based
: Middle class
o Psychographic:
Life-style characteristic
: Open/ Conservative
SEC
: 2&3
o Behavioral:
Benefits sought : Fights 3 signs of Hair fall
(Nourishes the hair root, Restructures hair fiber, Hair grows & Anti dandruff)
o Product attributes: Arginine Essence
o Positioning : 4 Problem 1 Solution.
Refilling bottle.
Click Technology (33 washes guaranteed)
o Segment size :
Segment includes nearly 8% population of selected areas.

Promotion

News paper
TV
Park
Gym
Hoardings
Internet
Celebrity

Hair & Shine

Quantity

Manf. Cost

Promotional
Cost

4 ml

2.45

0.28

47,755,102

2.73

12,765,306.12

100 ml(B)

105.0

12.12

742,857

117

120

2,142,857.1

200 ml(B)

170.0

19.62

458,824

190

195

2,470,588.24

100 ml (S)

60.0

1,950,000

67

70

6,000,000.00

Total

No. of Unit

Total Cost

Price

Profit

50,906,783

17,378,751.50

Silk

40

x tr a
E
%

Silky & Smooth

Silky &
Smooth

Silk
Total

Rural

Urban

Uttar Pradesh

166,197,921

131,658,339

34,539,582

Bihar

82,998,509

74,316,709

8,681,800

West Bengal

80,176,197

57,748,946

22,427,251

Andhra Pradesh

76,210,007

55,401,067

20,808,940

Madhya Pradesh

60,348,023

44,380,878

15,967,145

Maharashtra

96,878,627

55,777,647

41,100,980

Delhi

13,850,507

944,727

12,905,780

Karnataka

52,850,562

34,889,033

17,961,529

Tamil Nadu

62,405,679

34,921,681

27,483,998

Total

691,916,032

490,039,027

201,877,005

State & U.T.

Silk
o Demographic:
Family size
: 1 or more than 1
Family life-stage : Single as well as Married
Income based
: Lower class
o Psychographic:
Life-style characteristic
: Open/ Conservative
SEC
: 2&3
o Behavioral:
Benefits sought : Silky and Smooth hair
o Product attributes: Basic Shampoo ingredient
o Positioning : Silky hair

Refilling bottle.
Click Technology (33 washes guaranteed)
40% extra on sachet.
o Segment size :
Segment includes nearly 29% of households.

Promotion

News paper
TV
Radio
Poster
Celebrity
Mobile van

Silk
Quantity

Manf. Cost

Promotional
Cost

5+2 ml

1.4

0.11

195,000,000

1.51

96,000,000.00

100 ml (B)

55

4.23

709,091

59.2

60

545,454.5

100 ml (S)

20

1.54

3,900,000

21.5

25

13,500,000.00

Total

No. of Unit

Total Cost

Price

Profit

199,609,091

110,045,454.55

SEGMENTATION
Product

Alimento

Hair & Care

Silk

Market
Hair Fall

Dryness

Roughness

Dullness

Split Ends

Conditioning

Nourishment

Restructure of Hair

Stronger hair

Anti dandruff

Silky & Smooth