FINAL PROJECT
ENGLISH V
12/11/2024
EQUIPMENT:
● ARVIZU HERRERA AXEL ABRAHAM
● GAONA CORTEZ SHELSEA NAOMI
● MORAN TREJO BELINDA
● RAMIREZ MARTINEZ LUIS LEONARDO
● SANTOS PEREZ PERLA
SHAMPOO ALI
PRODUCT IDEA:
Shampoo: Shampoo with natural ingredients, submitted to a handmade process and
that is also effective against dandruff problems.
IDENTIFICATION OF NEED:
Dandruff is a problem that suffer many people, the most common is due to stress, also
can appear for other problems such as sensitivity to some products that serve to care
for hair.
JUSTIFICATION OF VIABILITY AND MARKET RELEVANCE:
i. INTERNAL SOURCES
Apparently the problem of dandruff causes, which sometimes generate insecurity in the
physical aspect. People with dandruff are continually looking for the appearance of their
hair and shoulder. Dandruff is a natural process resulting from an impairment of the
scalp’s functioning and represents an aesthetic concern. Although there has been a
major breakthrough in the development of hair treatment products in recent years,
combating the appearance of dandruff remains a challenge for the cosmetic formulator,
we have noticed that in most shampoos that work as an alternative to treat dandruff
leaves the hair recessed, tangled and mistreated, as well as a dull hair and also as
effect can burn the scalp causing injuries to it, Increased insecurities of people suffering
from this type of problem.
Dandruff can have several causes, including:
● Irritated and oily skin
● Dry skin
● A yeast fungus (malassezia) that feeds on the oils in most adults' scalps
● Sensitivity to hair care products (contact dermatitis)
● Other skin conditions, such as psoriasis and eczema
Today’s consumers are increasingly looking for products that are environmentally
friendly and contain natural ingredients or free of harsh chemicals. A hair shampoo that
responds to these trends can capture a conscious segment of their purchasing
decisions, increasing their market attractiveness and viability.
In conclusion, a dandruff shampoo has viability and relevance due to the high
prevalence of the problem, favorable market trends and the possibility of obtaining an
attractive financial return.
Target market research.
Our product is aimed at consumers women and men living in the city of Querétaro.
Women suffering from or seeking to prevent the cloak age with an approximate age
range of 21 to 35 years and men between 20 and 30 years, with marital status
unmarried, concubinage and/or married, with characteristics such as the type of oily hair
because it is more prone to develop dandruff due to excess sebum; curly, very curly or
textured afro hair, since the scalp is dehydrated causing the appearance of dandruff;
with thick and dense hair, because the accomular humidity makes the dandruff appear;
and with fine hair, although it is less common dandruff in this type of hair, being very
thin, the appearance of dandruff is more visible. And for those who are home providers
who care about the well-being of their family, who seek to eliminate or prevent dandruff
on their family’s scalp, In addition, our main consumers tend to choose sustainable and
environmentally friendly products as well as the desire for healthy, soft, shiny and strong
hair; It is also aimed at consumers who like to look after their image and personal
hygiene and who try to wash their hair daily or, where appropriate, at least three times a
week. It is also aimed at consumers with a low socioeconomic status ($12,977) and
middle ($23,451). It is estimated that about fifty percent of the population experiences
this condition at some point in their lives, causing insecurity in their daily lives.
Competitive analysis.
“Ali” shampoo has a sustainable process, which helps to differentiate it because its
ingredients are natural and do not harm the environment, it has a social and ecological
commitment. As well as its products are of quality, sales are physical, and its advertising
is through social networks. The product is a basic necessity for people with dandruff
problems. Ali” shampoo is a brand, but only sells one product; anti-dandruff shampoo.
This could be counterproductive, as to stroll that has depth, it does not present breadth.
The product clearly does not have a positioning problem because people perceive it as
a quality product, as a product feasible to get, it has clearly transmitted the differential
and people recognize it easily by the differences that make it stand out, as well as the
problem in which it will help in its advertising, contrary to what Head & Shoulders,
Nizoral and Selsun Blue have. The name does not convey and less so for the lower
strata.
The three main benefits for which a person buys a shampoo are
(a) Hair health and beauty
(b) Anti-dandruff and scalp improvement
(c) Natural components
Of the above, “Ali” shampoo contains all three benefits which helps differentiate it from
other brands.
Key product differentiators.
"Ali” shampoo offers a unique proposition in the hair care market thanks to its natural
formula, free of aggressive chemicals. This not only contributes to the effective
elimination of dandruff, but also ensures that hair remains soft, shiny and healthy. In
addition, its focus on sustainable practices makes it attractive to consumers looking for
environmentally responsible products.
Specific benefits offered to the customer:
250 ml anti-dandruff shampoo enriched with natural ingredients that not only help to
effectively eliminate and prevent dandruff, but offers additional hair care benefits such
as strengthening, shine and softness. It stands out for its sustainable and
environmentally friendly approach to the manufacturing process.
Description of the revenue model:
We must estimate revenues according to sales and pricing strategies.
★ The price should be defined according to the value of the product.
★ We will estimate how many units will be sold per month. For this point the
marketing strategy will be taken into account.
★ We will have to take out the monthly income that the sale of our product will
leave us.
Distribution and marketing channels:
Product distribution is done through distributors and wholesalers. The difference
between these two channels lies basically in the fact that one (distributors) has a sales
force while the other is a warehouse-type format where the products that are out of
stock are sought. Continue with mass marketing including its differentiation
components, thus allowing customers to know the different options offered by “Ali”
shampoo. Divide the market into groups of customers with common and homogeneous
needs and develop an attractive marketing mix for the product image.
Marketing plan.
The marketing strategy for the “Ali” shampoo is based on its promotion on social
networks such as Instagram and TikTok, which are popular among the target audience.
In addition, advertising in print and digital media will be used to generate brand
recognition and convey the values of naturalness and sustainability. Social networks will
allow highlighting the benefits of the product and its difference compared to commercial
alternatives.
Pricing strategy:
It will have a medium price, whose value is accessible to consumers, maintaining the
idea of an artisanal and good quality shampoo that fulfills the function of eradicating a
hair health problem.
Sales and distribution channels
Sales channels will include both physical stores in Queretaro and online commerce platforms.
The social networks played a key role as channels for direct promotion and increased sales.
Budget:
Description of production process:
● Formulation: We select the products and quantities that will be necessary for the
preparation of our Shampoo.
● Mixture of ingredients: Once we have the formula that we will use selected, we
proceed to mix the ingredients previously determined. It is vitally important to ensure
that there is a homogeneous mixture to guarantee the effectiveness of our product.
● Processing and bottling:After mixing the selected ingredients and having been
processed to eliminate contaminating particles, the product is bottled in the bottles that
were chosen. It is essential at this point to choose the appropriate bottles, taking into
account the size and design that help us enhance the image of our final product.
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Description of organizational structure:
Logistics and supply chain plan:
A. Supply of Raw Materials.
Determination of main ingredients .
Selection or manufacturing of containers and packaging.
Supplier selection.
Establish a relationship with suppliers where they guarantee the supply
and price of the material.
B. Production and Manufacturing
Define production batches based on the estimated demand for the
shampoo.
Carry out quality control on the ingredients and the final product to ensure
that it complies with hygiene and safety regulations.
Allow room for change in content or packaging based on market trends
C. Logistics and Distribution
Define distribution routes
Follow up on routes with the necessary elements
Identification of applicable regulations and standards.
➢ Political factors:
*Government regulations on the hair products industry
and cosmetics.
* Policies related to environmental protection and
sustainability of natural ingredients.
➢ Economic factors:
* General economic trends that may affect power
purchasing power of consumers.
* Fluctuations in the costs of natural ingredients and other inputs.
used in the manufacture of hair products.
➢ Social and cultural factors:
* Increasing preference for natural and sustainable products in the
personal care.
➢ Legal factors:
* Compliance with safety and labeling regulations for
hair products.
* Protection of intellectual property and trademarks.
POLICIES:
Shampoo Ali focuses on quality as a system for marketing personal care products, so
that products and services meet customer needs. Quality and its improvement are the
responsibility of each and every person in the company. Quality is a key survival factor
of the Company.
Quality is susceptible to continuous improvement.
The quality of our efforts and our company are oriented towards customer satisfaction,
which is our most precious asset.
Future plans to scale the business.
● Be clear about the objective, which is to grow our product in front of the public.
● Be aware of the processes and services provided to the public so that they are
satisfied with the product.
● Have the right team, hire people with good attitudes.
● Improve workflow.
● Leverage technology to further expand knowledge about our product.
● Continue studying the market to see where we can improve.
● Collaboration with brands.
● Opening in new branches.
Possible additional markets or production lines.
In production markets for shampoo we can classify them as supermarkets and
hypermarkets, convenience stores, online retail, among many more.
Sustainability Considerations:
The ingredients used in the shampoo are sustainably sourced and without the addition
of synthetic chemicals or organic raw materials.
We are aware that water is an increasingly scarce resource, which is why this shampoo
takes great care of water consumption in a conscious way. The product packaging can
be reused in another way, taking care of the use of plastic.
Corporate social responsibility initiatives:
Our initiatives and responsibilities will focus on using sustainable practices, this includes
the implementation and promotion of nature conservation with the objective that people
use our product since it is made naturally without chemicals or toxic waste, being
innovative and seeking a place among the competitors.
Sustainability considerations:
The ingredients used in the shampoo are sustainably sourced without the addition of
synthetic chemicals or organic raw materials.
We are aware that water is an increasingly scarce resource, that is why in this shampoo
we take great care of water consumption in a conscious way. The product's packaging
can be reused in another way, taking care of the use of plastic.
Corporate social responsibility initiatives:
Our initiatives and responsibilities will focus on using sustainable practices this includes
the implementation and promotion of nature conservation with the objective that people
use our product as it is made in a natural way without chemicals or toxic residues, being
innovative and looking for a place among competitors.
