Presantation on New Product Launch

This presentation is based on how to launch a new product focusing on the entire process of market research followed by Segments, recent trends, competitor analysis, SWOT Analysis and more.

1. Presentation on new product launch Submitted By Submitted to TRIPAN SAHA (MBAn1mg16057) Mr. Saket upadhyay (Safeducate Trainner) MD. MOIN (mban1mg16062) Prof. somen Mitra (ITM UNIVERSITY) UJJWAL ANAND (BETI1ME13022) SAURABH SINGH JADON (MBAN1MG16047)

2. Company profile Hindustan Beauty Product (P) Limited [HBP] is an Indian cosmetics company based in Ludhiana, Punjab, which manufacture and supplies beauty products across the country. The company was founded in 1997 by Mr. Ranveer Singh Sindhu. The company produces beauty products and work on the requirements of the fashion products based on the trends. Apart from producing and selling the beauty products, the company also make research on the hair problems of men and women. HBP has launched wide range of products which can solve the hair related problems among the individuals. HBP is one of the leading cosmetics company in Punjab as well as India.

3. Board of directors Mr. Ranveer Singh Sindhu (Founder & Chairman) Mr. Rajeev Singh (Managing Director & CEO ) Mr. Vinay Sharma (Chief Financial Officer) Mr. Madan Chopra ( Executive Director, Supply Chain) Mr. Abhishek Kumar Mishra (Executive Director, Legal & company Secretary Mr. Manish Paul ( Executive Director, HR)

4. About the brand HairRocks is one of the most promising brand of Hindustan beauty product P Ltd. It not only impressed a multi groups of consumers but also have occupied a better position in the beauty product market . HairRocks has different hair care products for the salon and Hair Spa. It has Smooth & silky hair oil, Hair messaging oil for Hair Spa & Salon, HairRocks Shampoos (General Shampoo Platform), After Shave lotion for men and much more . HairRocks Shampoo & Conditioner is the new launching program of the company on the beauty plat and After the test and trial from the Lab it is expected that this product will also win the customer rapidly. HairRocks

5. Evaluation of shampoos in india HUL has been the undisputed leader in Shampoos and other hair care products from the early 90s. Sunsilks launched in 1964 in the general shampoo platform. Clinic Plus launched in 1971 in family & health shampoo platform. Sunsilks re- launched in 1987 Shampoo & conditioner in the beauty platform. Clinic Plus launched in 1991 with pro vitamin in the health platform. HBP has come up with its hair care solution in 2001. HBP launched HairRocks in 2003 in the general shampoo platform. P&G launched its Head & Shoulder in 1961.

6. Geographical segmentation of shampoo in india Geographical Segmentation Based on the regional variables such as region, climate, population density, population growth rate.

7. Market information of shampoos The shampoo market in India was established at Rs 21.41 billion per annum as on February 2011. Shampoo market is growing at a rate of 14.5 percent annually. The Shampoo market is dominated by India’s largest fast moving consumer goods company, Hindustan Unilever Limited.(HUL), and one of the World’s largest consumer goods company, Procter & Gamble (P&G). Cavin care Pvt Ltd and Dabur India Pvt Ltd are also the other significant players in this highly competitive Shampoo market.

8. HairRocks Revitalizing beauty for your changing hair. LAUNCHING PRODUCT OVERVIEW

9. LAUNCHING PRODUCT OVERVIEW HairRocks

10. V/S LAUNCHING PRODUCT OVERVIEW

11. s.w.o.t analysis STRENGTH WEAKNESS Focused on both man and women Good distribution, promotion & campaigns strategies to attract the customers. Brand Awareness. Customer Loyalty. Target only an urban market. Shampoo market is highly competitive and hence limited scope to increase market share. OPPORTUNITY THREATS Product diversification to make presence felt. There is a less varieties of men shampoos available in market . Rapid growing ecommerce industries. Raising Shopping mall in small cities. Competition from premium segment shampoos like Head & Shoulders, Sunsilks, Clinic plus, Pantene etc. Customer retention is difficult.

12. S.T.P Analysis

13. SEGMENTATION

14. targeting Working professionals Students

15. Targeting HairRocks Shampoos & Conditioners are targeted to the: Upper & middle class people. Middle class including house wives. Upper Class Rural customers. Teenagers are the major segment customers.

16. Positioning statement HairRocks is a new launch of Hindustan Beauty Product Pvt Ltd (HBPL). HairRocks hair care solutions provides immense protection to the hair in damage repair, hair fall prevention & dandruff control to the youth- students as well as working professionals.

17. Major competitors

18. Marketing mix HairRocks Shampoo will be offered in 90 ml pack/bottle. It will be available in two pack one for Anti-Hair fall & another is for Anti-Dandruff. The pricing of the product is made in such a manner so that it can be easily affordable to all. The design of the product will be highly attractive. The U.S.P of the product is “it helps in immense protection to the hair fall, dandruff removal and other various hair problems solutions. It will first launched to the mega cities of the country and soon it will be available to the rural as well as village area also.

19. Price mix The HairRocks Shampoo will be introduced to the market at a price of Rs 75/- Distributors will be provided 10% margin. Wholesaler will be provided 15% margin. Retailer will be provided 25% margin

20. place HairRocks Shampoo will be launched in the national market. It will be available in every cities of India in every mega stores specially in Big Bazaar & More Mega Store.

21. promotion Newspapers. Magazines. Internet (Social networking sites) Television. Radio (radio mirchi 98.3 FM). Promotional events.

22. packaging HairRocks shampoo will be packed in an attractive ways with bottle made of plastics. Printing content on the body of the product will contain healthy tips for having immersive hair care. Free Sample of the shampoo pack will be provided for testing but this will be provided to the selected stores.

23. Channels of distribution Our distribution based on the push strategy. We will distribute the product to the distributor, who will Distribute the product to the wholesaler and retailer based on demand . We will also launch our product to the Mart, Mega stores such as Big Bazaar, More Mega Store with a different Channel of distribution. For the mart and mega store we will appoint separate distribution agencies who will supply the product to the mega shopping malls and maintain the availability of the product.

24. Budgeting plan Particulars Amount Total Research Cost Total Communication Cost Total Networking Cost Total Promotions Cost Total Advertising Cost Total Public Relations Cost Audio & Video Service Cost Miscellaneous Cost 495082 516250 163500 557500 369100 160000 39656 115650 Total Amount 24,16,738.00

25. Break Even Analysis PARTICULARS AMOUNT (in Rupees) Unit Selling price 75.00 Less: Variable cost @ 60% (45.00) Contribution 30.00 Break Even Point (in Units) Fixed Cost/ Contribution Per Unit Break Even Point (in Units) 128000000/30 = 42,66,666 Units Break Even Point (in Rupees) Fixed Cost*Selling Price Break Even Point (in Rupees) 12,80,00,000*75= Rs 96,00,00,00,00

26. Break even analysis PARTICULARS AMOUNT (in Rupees) Market Suggested Retail Price 75.00 Retail Margin (25%) (18.75) Retailer Price 56.25 Wholesale Margin (15%) (8.44) Wholesaler Price 47.81 Distributor Margin(10%) (4.78) Distributor Price 43.03 Manufacturer Mark up (8%) (3.44) Manufacturer Selling Price 39.59 Total Investment = Rs 32,00,00,000 Total Production in one year = 15,00,000 Units Fixed Cost = 40% of Investment = Rs 12,80,00,000