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Brand Management Assignment

The document summarizes the marketing plan for a new herbal anti-dandruff shampoo brand called Hair Life. Key points include: - The shampoo contains natural ingredients like coconut oil and is targeted towards men and women aged 15-64 in urban and rural Pakistan. - Hair Life will position itself as a high-quality yet affordable alternative to market leaders like Head & Shoulders, with a focus on using natural ingredients. - The marketing mix will include promotional activities like TV, newspaper and radio ads along with customer campaigns to raise awareness of the brand's natural position.

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Mudassar Hussain
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Download as DOCX, PDF, TXT or read online on Scribd
142 views

Brand Management Assignment

The document summarizes the marketing plan for a new herbal anti-dandruff shampoo brand called Hair Life. Key points include: - The shampoo contains natural ingredients like coconut oil and is targeted towards men and women aged 15-64 in urban and rural Pakistan. - Hair Life will position itself as a high-quality yet affordable alternative to market leaders like Head & Shoulders, with a focus on using natural ingredients. - The marketing mix will include promotional activities like TV, newspaper and radio ads along with customer campaigns to raise awareness of the brand's natural position.

Uploaded by

Mudassar Hussain
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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 Company name: Aroma

 Product: Herbal anti dandruff shampoo


 Brand name: Hair Life
Introduction:
Launching Hair Life anti dandruff shampoo in the market.

Hair Life Shampoo:


Hair Life anti dandruff shampoo is the first herbal anti dandruff shampoo to be
launched in market that enrich with the coconut oil that give you dandruff free
silky hair.

Why we choose this brand name?


Memorability:
It can very easily recall and easily recognized.
Meaningfullness:
Hair Life, is meaningfull and easily to speak.

Transferability:
Transferable for other hair products.
For example,

Hair Life Conditioner

Hair Life Therapy Oil

Hair Life color

Protect ability:
It has legal protection.

Brand Elements
Product Name: Hair Life anti dandruff shampoo

Slogan: “Bring dead to alive”

Logo:
Packaging:

Ingredients: Coconut oil, pearl & soybean essence , Korean ginseng, camellia
oil essence & eucalyptus essence.

Color scheme: Its color is green which shows that when you use our product
you will feel that you are so close to the nature.
Brand personality
Hadiqa Kiyani

Sheh
zad Roy

Target Market
 Market segmentation:
Its segmentation bases on,

Gender (men & women)

Social class (Upper - Upper middle and Middle)

Density (urban and rural area)

Our market segment is Measurable and Accessible:


Measurable:
Our market segment is quite measureable because our main target customer is 15–
64 aged people and its approximate size is 54.9% of total population.

Accessible:
We target all urban and rural area of Pakistan and its very easily Accessible.

 Point of Parity and point of difference:


Point of Difference:
 100% natural product.

 No harmful chemical.

 Approved by Pakistan dermatologist association.

Point of Parity:
High quality less Costly
High quality packaging

Competitors
Sl. No. Company Brand Name Market Share

1 head and shoulders 65%

2 Unilever Clear 26%

3 Unilever Sunsilk (Anti dandruff) 9%

Total 100%
Positioning
Positioning is one of the most important key to launch a product, Positioning that
you want your customer to have about your brand with respect to competing
brands.

However Hair Life anti dandruff shampoo contains lots of distinctive features from
its competitor products.

 100% herbal anti dandruff shampoo

 No harmful chemicals

 Enrich with coconut oil

 We use some distinct ingredients

 High quality low price

Marketing mix
Hair Life anti dandruff shampoo marketing mix is comprised of the
following approaches to product, pricing, distribution, advertising &
promotion.

Product: Herbal anti dandruff shampoo


Hair Life anti dandruff shampoo is the first shampoo to be launched in market that
enrich with the coconut oil that give you dandruff free silky hair.

Price:
We will follow the Market Penetration approach.

*Firstly we consider our product cost.

*Then we analyze competitor’s price


*After all our price of Hair life anti dandruff shampoo will be less then to
competitor price.

After complete analysis of all the cost which is incurred we set the standard price
of the product which is easily affordable for all segment like low class, middle
class, and higher class people easily purchase that product.

Net Retail Price of Hair Life anti dandruff shampoo.

Net Weight Price (Rs)

400 ml 250

200 ml 150

90 ml 70

Placement:
We are following market penetration strategy, so we will place our product every
where in the market. Company also targeted to capture the whole market by
comparative price. The product is placed in retail shops through different
distributors. The product is available in the market at fair price.

Marketing communication:
By integrating all messages in all media, we will reinforce the brand name, and the
main points of product, especially our exclusive feature.

We will take some promotional activities:

 First of all We will take some promotional activities first of all we will give
ads on TV channels it is the most interesting media of our country. We will
hold advertisement on various satellite channels like GEO, ARY, AAJ, etc.
For make attraction to the people. We will sponsor popular drama, cinema to
make awareness of the consumer.
 Secondly we will add the various popular daily newspapers.
 Thirdly we would like to choice FM radio
 We will sponsor different events and give wall and bill board advertisement
in the important places to draw attention of the people.

Promotion:
For the purpose of promoting our product we shall use different sources like print
media, Electronic media and Internet.

Add is given on: GEO, ARY, AAJ, etc.

Radio: We will hold jingle types of advertisement in the radio channels

We will also add in different types of magazines. Promote through Banners,


Brochures, charts, play cards etc.

 Finally we will hold customer driven campaign in most of towns. Such as


Distribution of samples
Discount of coupons to customers in the retail stores
Prize through raffle draws
Free trials of new customers

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