mmm roll no 9-18-19!21!58-59 consultative selling project
TRANSCRIPT
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a new challenge everyday
Sr. No Name Roll No
1 Chirag Buva 9
2 Jinesh Gada 18
3 Kailash Gaonkar 19
4 Devendra Jadhav 21
5 Sandip Wani 58 6 Prasad Kulkarni 59
Consultatively Selling
Project:
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Profile
At Crayons, this is how we begin each day. Enthused with a passion to paint
'our song
The one, which has helped us stay on top in advertising for more than twenty
years.
Today, we are the largest independent agency in the country.
With a circle of clients that keeps getting bigger and better.
In short, we are a team of young, spirited pros who love advertising.
We wake up every morning with a song on our lips and a few brushes in our
pockets.
Only to paint the canvas of our imagination with dazzling colors of creativity.
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Team Members
Director
Media Planner
Assistant MediaPlanner
Marketing
Creative
Name
Jinesh Gada
Prasad Kulkarni
Sandip Wani
Chirag Buva
Kailash Gaonkar
Team Profile
Devendra JadhavTechnical
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Shampoo Industry in India
Shampoo market is segmented on benefit platforms as
below:
Cosmetic (shine, health, strength).
Anti Dandruff.
Herbal.
Shampoo Awareness in India is as below:
Urban areas - 90 %, accounting for 80 % of shampoo
sold in the country.
Rural areas - 80 %, accounting for 20 % of shampoosold in the country.
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Shampoo Industry in India
The Indian Shampoo Market is estimated to be of aroundRs.2700 Cr.
Penetration level is of only 14%.
Sachet makes up to 40% of the total shampoo sale.
Shampoo Market is mainly dominated by two players viz..,
HUL and P&G
Shampoo Market Share in India
47%
23%
30%
HUL P&G Others
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Why Rejoice Failed ????
More focus on the Pantene and Head & Shoulders
Strong market existence of competitor brand (Hindustan
Unilever's Clinic Plus)
Rejoice distributed only in markets which have a pullfactor for the brand.
Company has not marketed very effectively the unique
selling point (micro-silicone conditioning technology )
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CDI BDI analysis forShampoos in India
LOW BDI
LOW CDI
HIGH BDI
HIGH CDI
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Shampoo Ingredients
Shampoo
Ingredients
Detergent
Special Effect
Agents
Preservatives
pH Balance
Conditioners
Function
The detergent helps remove the dirt, excess oil and
grime from the hair. However, the detergent in shampoos has
to be mild, orit may damage hairs.
There are certain agents added in the shampoo to make
it look like what it does eg:Honey & Herbs
It is used to increase the total shelf life ofShampoo
The pH balance is the slightly acidic nature of the shampoo
that has to be there to nullify the alkaline effect on the haircuticles. It is required to make the hair, smooth, soft and shiny.
The conditioner helps make the hair smooth, soft and strong
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Area Semiurban/Urban/Rural
Age 22-45
Gender Female/Male
Specific Appeal Family/Youth
Social Status Middleclass/DevelopingMiddle class
Strategy Singlesegment targeting
Mass media Newspaper, AV Ads
etc.Product-
Brand 1 GenericProduct
Brand 2 HerbalProduct
1. Problem Solver e.g. Hairdamage/losscontrol/Thinningcontrol/softener
2.Belongingness e.g. Shampoo forFamily, Long termrelationship
3. Trusted product e.g. like a family
Member
Segmentation Targeting Positioning
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Marketing Mix
Place
Area Tier 2, Tier3 cities, Semirural and rural areas.
Outlets Saloons, Medicine Shops, Retailers, Pan shops,
Malls, Supermarkets.
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Marketing Mix
Price
SKU Cost MRP
Sachets 5ml 0.50 1
Bottle 50 ml 7 12
Bottle 100 ml 14 22
Bottle 250 ml 39 53
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Marketing Mix
Promotion print ads
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CDI BDI analysis forShampoos in India
LOW BDI
LOW CDI
HIGH BDI
HIGH CDI
To re launch rejoice in
High CDI & High BDI
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