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Entry Strategies For Indian Market: Ultra Doux Shampoos
Entry Strategies For Indian Market: Ultra Doux Shampoos
Masstige product under the brand name Garnier Combination of low cost and natural ingredients Price at 15% premium of their nearest competitor
Positioned as a superior alternative to Conditioner Shampoo and provided excellent performance Ultra Doux Contributed to 30% of sales value of entire Ultra Doux Range of products Conditioners
Breakthrough product which was a result of strong gap analysis Its patented polymers provided superior performance The do-it-yourself kit provided an easy way to apply the color
upper middle class and was sold only in Metropolitan Cities Newspapers (For target marketing) and Magazines as medium for advertising Developed professional salon training centers in Delhi and later expanded to Mumbai
1998
Marketing Mix
Product
Ultra Doux Shampoo and Conditioner
Price
Priced above average Differential pricing between signatures
Place
Consumer division & Salon segment
Merchandising
L'Oreal Paris people willing to pay more Laboratories Garnier entry level, accessible
Beauty advisors
Identified the Gaps in the current products prevalent in the market. Ammonia Based Dyes dried and damaged hair; Henna faded out; Messy to apply; Provided limited color choices
Target Customers
Excellence, with patented polymers, not only covered gray hair, but also gave a long lasting natural look. Provided 9 color choices Developed training centers in Mumbai to train beauticians to use Loreal products. Created a strong professional salon network
Professional Network
Current Turnover
Shampoo
Ultra Doux has 1% of Urban market which is 75% of total shampoo market of Rs5500 million Rs 41.25 million
Hair Colourant
20,000 units per month @ Rs250 per pack Rs 60 million
Skin Care
Contributes to over 50% of companys turnover Rs 101.25 million
A 12% B, C 28%
D, E 53%
Socio-Economic classification, India Urban
Hair Colourant
Expected to reach 1 million units in 1999 reaching Rs250 million revenue Go to the other metros to reach more customers and open training centres in these cities Extend the brand to cater to men and market through saloons, newspapers etc
Skin Care
Assuming a modest 30% market growth (compared to 125% growth in 1997), turnover would reach Rs220 million by 2000 Keep it as a premium product targeting SEC-A
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