When you think of And so the segment for

our brand will be

professional hair
“urban working
care you think population”. Among
sophistication, While talking to
this segment we are
urban, pure and targeting people in the
our probable
subtle age group of 22-35 customers we
years who are salon came to realize
frequenting, extending the below facts
from both ends to
cover people from 18-
39 years

78.8% people are conscious about their hair

Only 2.5 % people are completely satisfied with their hair care products

57.5% people accept that their hair care products resolve some issues and not all

Consumers are overwhelmed by choice when it comes to hair care products

All the 80 people interviewed had completely unique hair goals

 We
This
asked
is what
CONSUMER ourthey
consumer’s
answered…….
about their dream shampoo.
INSIGHTS
Our This will start
perception only
of when Dove Miracle all in
beauty has
women accept believes that one shampoo
which cuts Something
been distorted
themselves as beauty down salon that would
by companies
At
whoZella weare
they should be a expenses be ideal for
who espouse
EMBRACE
and not try tosource of dry , frizzy
and curly
themselvesbeasYOUR
some one confidence Some hair.
champion of else’s
INDIVIDUALITY and not product
that can
what perfect
definition of anxiety. fight Product that
hair looks like.
perfect . baldness helps my hair
Something to get straight
that gives and protect
my hair them from
volume and split ends
Consumer’s functional need: Most OTC
shine
shampoos are targeted to one concern or
two , but most people have different
combinations of a few more concerns.
Consumer’s emotional need : Everybody is
unique and so are their needs , then why
should their shampoo be regular.
 WE PRESENTHAIRCARE
ZELLA PROFESIONAL
AS UNIQUE AS YOU ARE
A range of customized professional hair care products
SUCCESS DRIVERS CHALLENGES
•Profession hair care
The ZELLA products have recorded
HairApp •Determining the degree of customization
the highest growth of 13.5 % in the hair care We feed this data to an
•Take a hair quiz for direct profit potential
industry* algorithm that customizes
answering questions shampoo and conditioner
•Consumption of real time data requires
•36about your hairare interested in buying
% of consumers according your
high levelspecific
of data needs
security
type, structure,
customized scalp
products**
moisture, your •Shift in core business from mass
•34% consumer’s
location and believe
build that usually production to mass customization will be
standard products
your hair do not offer what they
profile time consuming as it is a distant and
exactly want** •Within 72 hours ,way
unfamiliar youofreceive
doing business
•Select your hair your customized bottle of
•Customization will increase brand loyalty , ZELLA •Re- imagining the value chain for hair
longgoals
tern consumer relationship and a •You cancare
further subscribe to
competitive advantage
•Select fragrance the service , to receive a bottle
•Young
andconsumers
color want the companies to before the previous bottle gets
appreciate their individuality and believe in over *Source: Euromonitor
Not-One-Size-Fits-All **Source: Delloite consumer review . Made to order
 MARKETING STARTEGY
PRODUCT DISTRIBUTION
ACCESSIBILITY
PRODUCT
•Zella professional series PRICING
is an at your door
•Our
PROMOTIONAL
first access STRATEGY
points would
step •Consumer’s
product and hence are willing
we needtoto
•Target the
develop
be professional
hair
pay aupconscious
to 20%
network
hair salons through
audience
of more
deliveryfor a
INFLUENCER equipped
MARKETING with ordering
via reviewskiosks on
customized
professionals. product
where customers can order
in
Youtube , Instagram
health andandwellness
Facebook
their first tailored Zella with
•Zellacategory*
can collaborate with delivery
professional help
•Create agencies
30 -45 like
second
•Currently Delhivery
You tube
180ml initially and
stop
bottle later
ofmotion
can form explaining
advertisement its own delivery work force.
the procedure
•We
a shampoo
would also is sold
place atsimilar
kiosks at. malls , multiplexes
Rs.180
•We aim to have 4 manufacturing units
•Social Mediaand marketing
urban
•Sonearthe Delhi via
retail
pricing campaign
chains
will bewith
set a – “As
initially , Bangalore , Mumbai
unique as service personnel who would
andyouat “Rswhere
250
Bhuvaneshvar customers
per bottle ofare engaged
with the brand helpvia consumer
video make
and their
photo
shampoo and Rs 300
first order and also create
per
submissions
•Batches
bottle willofbeconditioner.
produced on a daily basis
awareness
based on the orders of the day and will set
*Source : Delloite
theconsumer review
•Awareness
out for delivery
and promotional
•Airports
Made
next day
events
to order is another major
at colleges
and malls , engaging
target forcustomers
kiosks with personally
Zella
•The manufacturing
•OOH Promotions ofHairApp units
the app will have
computer controlled pumps connected to
ingredient supplies based on consumer
•Collaboration •At each
with of these
NYKKA TVaccess
to
needs the computer locks up educate
precise
customer points consumers would be
amounts from a database and pumps out in
encouraged to download the
a bottle
app themselves to increase
 STRATEGIC ROADMAP
7

3 Revenue in crores

0
2019 2020 2021 2022 2013

Assuming the current trend in hair care continues to be 5% annually .

Minimum bottles consumed per year = 300 salons *4 bottles per salon in a day * 2
kiosks at airports* 15 major airports *5 bottles per day *30 days *12 months *60
bottles per kiosk at mall * 15 major malls