Free Essay

Hair Care Industry


Submitted By harshalapotdar
Words 12000
Pages 48
Executive Summary:

Our company Potdar & Sons ltd. was formed more than 50 yrs ago on a revolutionary idea with the simplest mission of adding Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.

Our corporate tradition is rooted in the principles of personal integrity, respect for the individual and doing what's right for the long-term. Our purpose is to provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.

Launching a new product by Cadburys requires extensive research into the background of the chocolate market, market research to ensure customers get what they want, product development, designing process, launching of the product, and the overall conclusion of successfulness of the product. All of this is put into detail to ensure that the results required are produced from all this, at the same time a lot of investment is put into all this to ensure that Cadburys can expect a successful product.

The need in the market is for a product that will be a substitute for the traditional on-the-go junk food, which everybody has to contend with for lack of healthy alternatives. A research has been conducted in order to gather information about the preferences of the consumers regarding the various types of chocolates available in the market.
The company has touched a turnover of over 5000 million INR in 2006-2007. The Company has employee strength of 2500, an all India network of 1300 Stockiest catering to about 25 lakh outlets nationally. Company’s astute professionalism, innovative products and consistent quality are results of its significant corporate practice. The company is planning to launch two new products in its portfolio.

The cosmetics industry is a multinational, multi-billion-dollar industry. Of the major firms, the oldest and the largest is L’Oreal, which was founded by Eugene Schueller in 1909 as the French Harmless Hair Colouring Company (now owned by Liliane Bettencourt 27.5% and Nestlé 26.4%, with the remaining 46.1% are publicly traded).

The market was developed in the USA during the 1910s by Elizabeth Arden, Helena Rubinstein, and Max Factor. These firms were joined by Revlon just before World War II and Estée Lauder just after

The company is launching a new hair straightening serum spray which is typically designed for the Indian customers. Though people now-a-days are very much influenced by the western culture and are conscious about the looks, but they don’t want to do it at the cost of their body, skin and hair. Hence, they are very much willing to use an herbal and natural product which protects them from the side effects.

The new Organa hair straightening spray is totally herbal and free from side effects. It contains natural ingredients such as water base, aloe vera extract which hydrates, nourishes and controls dandruff. It also contains sunscreen to protect hair from the harsh sunrays and special hydroxyl serum will keep your hair hydrated up to 48hours.

Our product gives the result of straight hair in just 15 minutes. It does not contain any comedogenic substances or lanolin and results have shown that even people with hypo allergic and sensitive skins can use our hair care range. Organa hair spray will be available in 4 fragrances viz Tangy Pineapple, Fresh Lemon, Chocolate Delight & Sensuous Jasmine in attractive metallic bottles which will be light in weight.

The product is mainly targeted towards both men and women between the age group of 16-40 yrs from upper middle and higher class people who can afford its price .The product will be priced around 126.50/- Rs. and will be available in all supermarkets, malls, beauty products shops, salons, drugs stores, parlours etc.

The promotional activities will contain both indoor and outdoor promotions along with print and electronic media.

Mandira Bedi and Milind Soman will be the brand ambassadors for Organa Hair Spray.

A market survey was conducted to know the buying behavior and attitude of people towards buying of hair products and also to know about the acceptance of new hair straightening spray in the market.

The survey showed that with in the population, population buy more of hair care and beauty products and such population lies in the age range of mostly 20-35 yrs. People
Do consider brand as an important thing while buying the products which is followed by the price factor. But they do give importance to their hair texture while making the purchase decision. The hair care products are soled the most in the malls and supermarkets and in beauty products shops. Though people are fashion freak and trendy, there is demand for natural and herbal products, hence, we feel that Organa hair straightening spray will be successful.

Introduction of Cosmetic industry:
History of cosmetics:
The first archaeological evidence of cosmetics usage is found in Ancient Egypt around 4000 BC. The Ancient Greeks and Romans also used cosmetics. The Romans and Ancient Egyptians used cosmetics containing mercury and often lead.
In the western world, the advent of cosmetics was in the middle ages, although typically restricted to use within the upper classes.
Cosmetic use was frowned upon at some points in history. For example, in the 1800s, Queen Victoria publicly declared makeup improper. It was viewed as vulgar and acceptable only for use by actors.
By the middle of the 20th century, cosmetics were in widespread use in nearly all societies around the world.


India and cosmetics:

The Indian cosmetic Industry has witnessed rapid growth over the last couple of decades. In that time the range of cosmetic and beauty products in India has widened tremendously. Beauty products manufacturers in India mostly cater to the great demand for cosmetics and toiletries that fall into the low or medium-price categories as the greatest demand in India has always been for these economically priced products.

However, in recent years in the cosmetics market India competitors have begun to manufacture products to cater to an International need. For instance, herbal cosmetics from India have a great demand in the overseas market and many cosmetic products that are manufactured in India today are supplied to international suppliers of branded cosmetics products like The Body Shop for example. New facts that have been unveiled by a series of cosmetics business market analysis India reveal that many International companies are now outsourcing cosmetics to India and that the industry of cosmetic products India is growing at an average rate of almost twenty percent annually. This increase is attributed to two main factors. The first being the increase for the demand in Indian cost-effective products and the second being the increased purchasing power of the average Indian.

There are also many reasons for the increased demand for cosmetic products in particular. With the introduction of satellite television and a wide array of television channels as well as the Internet, the average Indian consumer is constantly bombarded with advertisements and information on new cosmetic products which often translates into the desire to purchase them. A boom in the Indian fashion industry has also been linked to the increased awareness of Indian people about their appearances and consequently contributed to an increase in the demand for cosmetic products.

However, even with the massive surge in the popularity of cosmetic products, statistics have shown that the average Indian consumer spends much less on cosmetic products than consumers from every other part of the world. This means that the Indian cosmetic industry has an even greater potential for growth than it is presently experiencing.

In the entire range of products that fall within the territory of the Indian cosmetic and toiletries market, the most popular items are color cosmetics, of which nail varnish, lipsticks and lip glosses account for the most sales. In this area, popular local brand names include Lakme and Revlon. Skin-care cosmetics have experienced a slower growth and products such as anti-wrinkle creams, cleansers and toners, for instance are not as popular as facial creams, moisturizers and fairness creams in this genre. Companies like Ponds and Fair and Lovely rule the roost in this segment.

Unilever and Procter & Gamble are major players in the Indian cosmetic sector of shampoos and hair products. However, the Indian hair-care cosmetic sector now has a few foreign brands to compete with these giants as well. Finally, one of the most popular cosmetic produced in India are herbal cosmetics which have gained popularity internationally in recent years. Shahnaz Husain, Emami and Boutique products are the most well-known in this area.

About Hair Care Market:
India’s hair care market at Rs 42.4 billion (US$ 957 million), is a far smaller prospect than the developed markets in the West and comes in behind the other BRIC markets of Brazil, Russia and China too. But with between a third and a half of all the world’s hair and a fast-emerging economy that saw real GDP growth of 8% in 2006, it is little wonder India is drawing the attention of international hair care giants such as Procter & Gamble
The hair care market consists of 5 categories namely, conditioner, hair colorants, salon products, shampoo and styling agents. The market for hair care in India increased between 2001-2006, growing at an average annual rate of 13.3%.
The leading company in the market in 2006 was Unilever. The second-largest player was Procter & Gamble with Calvin Kare Pvt. Ltd. in third place.Indian consumers have a unique pattern of consumption that affects demand of hair care products. It is conditioners, for example, at Rs22.1 billion (US$500 million), that make up the largest hair care sector, not shampoo as in most other country markets. Where these products have over 90% market penetration, penetration of the other hair care sectors is estimated to be as low as 5-6%. It is not typical conditioners that are so sought-after in India either, and in fact sales of these products are negligible. Instead it is sales of hair oils, such as Marico’s Parachute and Nihar brands, that are responsible for the conditioners sector accounting for over half of India’s total hair care market.
Local consumers are also attracted to traditional natural and Ayurvedic hair care and this too gives domestic players an edge in the Indian market. Herbal shampoo brands such as Chik and Nyle provide strong competition to the big-name international labels, including Sunsilk, Head & Shoulders and Lux. Seven of the top ten players in India’s hair care market are home-grown and account for 42% of total value sales. There are only five in the top ten for the cosmetics and toiletries market as a whole and the share they hold is less than 18% suggesting consumers are less drawn to the prestige brands of the West in hair care.
India is being influenced by Western beauty trends however, and India’s large youth population – more than half of the population of 1.1 billion is aged under 25 years – is likely to be more receptive to international brands and hair care norms. This group is also more drawn to urban life and as a result is generally wealthier and more able to spend on imported brands
Hair product category:

Hair nourishing products:

The hair nourishing products are used for nourishing our hair by retaining the moisture of the hair and giving them smoothness and glow. The different types of products used for nourishing are hair oil and hair conditioners. Hair oil are used to nourish our scalp and also to strengthen and stimulate the roots of hair. They are of different types like almond hair oil, amla hair oil, anti-dandruff hair oil, aroma hair oil, ayurvedic hair oil, coconut oil, herbal hair oil, mustard oil and olive oil.

Hair cleaning products:

These are the items used to clean our hair. Various types of shampoos are used for this purpose. Generally the shampoos available in the market are differentiated on the basis of their ingredients and also on the basis of the type of hair on which they can be used. Some of the examples of shampoos on the basis of ingredients are amla shampoo, almond shampoo, herbal shampoo, shikakai shampoo etc.

Hair styling products:

Hair styling products are used to arrange the hair as per the latest fashion trend, for coloring the hair and to look different during various occasions. The various items used for styling the hair are hair color, hair cream, hair dye, hair gel, hair glitter, hair lacing, hair spray, hair wax, henna color etc.

Market Research:

Problem definition: This is the realization that a marketing problem needs information to find its solution.

Research design: This defines what form the research will take and what will be achieved. It encompasses objectives of the research. The research design also includes a timeframe and the all-important costing.

Data collection: This involves the actual carrying out of the research. There are two main categories of market research:

Qualitative research: This is exploratory research, which aims to determine consumers’ attitudes and values in a way, that sampling using questionnaires cannot. For this reason, qualitative research relies on some form of interaction with the consumer. Main forms of this are focus groups, in-depth interviews, and observation.

Quantitative research: Surveys and short interviews are the main forms of quantitative analysis. Here values and attitudes are measured and questions are generally given in a “yes-no” or scale from 1-5 format

Data analysis: The form of analysis will depend on the type of research used e.g. qualitative analysis will generally involve identification of some major issues and present the nature of the comments made on them. While there are now computer programs, which can help, interpret data this is generally used for interpreting qualitative data, which is statistical.

Report & findings: The final report will summarize the objectives of the research and give detailed analysis. This is presented in graphic form where possible (bar charts, pie charts etc). It is important that the information is clearly presented so that managers can draw clear conclusions from the report. An executive summary at the beginning summarizes all major findings.

Introduction of the Project:

In the new millennium the focus shifting towards product users rather than the traditional manufacturer or product provider. The cosmetic industry, (Hair care category-to be more specific with respect to my project) is no exception with growing competition, increasing education levels and awareness amongst the customers. There is a clamor for manufacturers to become more sensitive and customer centric. More is expected from the cosmetic industry today than even before. Quality care is becoming an emerging issue.

Planning is very important for any organization to survive, grow or enjoy a healthy course of operation. Planning is the first step to any other management function. According to Alfred and Beatty, definition of Planning is: “Planning is the thinking process, the organized foresight, the vision based on facts and experience that is required for intelligent action”

Purpose of the market research:

For business, its customer’s opinion that matters the most. But, getting those opinion isn’t easy

❖ What’s the customer’s reaction to our new products? ❖ Are they satisfied with the existing products? ❖ Are they looking for any changes? ❖ What things or factors matters the most to them while buying a hair care product?

The consumer research is done to explore consumer usage of and attitudes towards hair styling. Research looked at responses by various demographic factors such as age, household income and geographic location to give a consumer perspective and analyze usage and shopping trends. Analysis is only presented where significant differences are apparent.

These and answers many more such questions needs to be understood while launching a new product.

The on going customer satisfaction and buying behavior survey has become a staple of the cosmetic industry’s effort to gather data on provider performance and identify areas needing improvement

Customer satisfaction and buying behavior is measured to continually monitor customer’s perception about the products they use. People were asked to complete a survey of 15 questions rating their satisfaction with respect to the products they use, specifying the factors influencing their buying patters, their attitude towards the hair care products flexibility for switching on to new products etc.

As the company is launching two new products viz hair straightening spray and hair gel in hair care category, we felt the need of finding the perception and usage pattern of the people that will give a clear view demand and whether our product will be successful or not.

Respondent’s views and suggestions were taken into consideration. Because of the survey it was possible to know the suggestions of people and what are there expectations from the company and product.

Problem Identification:

The survey was done to understand the following problems:

❖ Customer buying behavior: The major focus was to find out the buying behavior towards the hair care products and factors influencing it.

❖ Preference: The second major point that was to find out how many people prefer hair styling products and has been using other hair products manufactured by our company.

❖ Customer’s Satisfaction: A questionnaire was prepared which covered all questions regarding customer satisfaction with respect to the existing hair care products


1. Preparation of questionnaire: A standard questionnaire was prepared which comprises of questions covering different parameters such as buying pattern, factors affecting it, brands used, and reasons for it etc. All the questions where close ended which provided the respondents with multiple options and which are even easy to analyze.

2. Type of research: It’s an exploratory type of research done to find out the consumer buying behavior and hair product usage pattern

3. Sample Size: 50 respondents from different areas of Mumbai from middle and higher middle class were surveyed.

4. Type of data: Research consists of mainly primary data collected by the means of surveying 50 respondents. It also contains secondary data collected from different sites.

5. Collection of data: The survey comprised of fieldwork. Respondents from different parts of Mumbai were surveyed by visiting different colleges, parlors etc.

6. Analysis of data: The data is analyzed by using various parameters Customer’s suggestions are were also listed down and taken into consideration

Analysis and findings of data:
(Questionnaire and graphs in annexure)

Though more products specifically designed for men are coming onto the market, clearly the most significant driver of the hair styling products market is the size of the female population

From the survey we found out that out of the total respondents surveyed who are using at least one of the hair care products, 60% are women while 40 % are men.
This shows that for out products, the main target population should be women who can be a potential source for sales. But, at the same time we can not neglect the remaining 40% male population that can be targeted.

The graph shows that 20% of population surveyed falls in the age group of 15-20 yrs which consist of school going children of youth who has just entered college. 24% of population lies in the age group of 35-50 yrs. The major chunk which consists of 40% of the population is in the age group of 20-35 which consist of the youth. Rest 16% comprises of people above 50 yrs of age.

Hence, our core focus should be on the market segment in the age range of 20-35 who like to use different products, like to go with the fashion trends and love to look good.

The above graph tells combine results of no. of people using at least one of the different hair products in the provided income range and also shows the data of how many people of those using hair products use hair sprays or gel or both.

The data shows that 44% of people falling in the income range of 25000 and above per month use at least on of the hair products while 68% of these 44% use hair spray or gel or both.Similarly, 24% of population in the income range of 15-25 K/month use hair care products while 67% of 24 % use hair spray or gel.
In the income range of 10000-15000,24% use hair products amongst them 42% uses sprays or gel and the lower middle class having an income range of 5000-10000 use less of hair products i.e. just 8% out of which 25% use hair sprays or gel.

Hence, from the above information we can infer that our product should target the segment with higher income, may be higher middle class and upper class who can afford the products.

When asked whether people like changing their hair style of no,78% of respondents said that they like experimenting new hair styles and new looks while 22% of people replied that the don’t like changing their hair style as it is one of the aspect of their identity which they don’t want to change and disturb.

Hence even after neglecting 22% of population; there is lot of scope for the sales and success of our product.

With an ever growing media impact and constantly changing fashion trends, there is a large portion of population who frequently visits parlor and salons for hair styling or straightening. Even celebrity endorsement and new styles shown in the movies play a major role in it.

From the data gathered, 40% of population visits parlor every forth night while 24% goes once in a month. Very less percent of population i.e. 8% visits daily or once a week and 20% of respondents fall in other category.

Thus, consolidating the above information we can say that a good portion of population who requires a constant change in hair style and thus can be a potential consumers for our products.

Hindustan unilever is the most preferred brand with 36% of total survey population buying its hair products. Second in the competitions is P&G with 24% of people using its products while Cavinkare care accounts for 18 of hair products sales. Apart from these, Dabur, Himalaya and other brands consist of 4%, 10% and 8% of customer preference.

Thus, the major competitor is HUL and P&G and CavinKare, capturing most of the mar

The data shows that 44% of the population buys the products because of the brand name while 24% buy depending on the quality of the products. Rest 20% buys the products which are of low prices and availability and recommendation from friends and family accounts for 2% and 10% respectively.
These results would reflect the fact that there are numerous issues involved in the buying decision. In the promotion of hair styling products manufacturers clearly have no easy choice as to which characteristics to focus on.

32% of the total population surveyed buys the products due to the various discounts offered on them. While, an equal percentage of population i.e. 20% buy hair care products because of different schemes and in shop promotions.16% make their purchase due to the advertising done by various companies.10% population responds to the celebrity endorsement as they want to look like their favorite actor/actress. While merely 2% falls in other category.

Hence, we have to constantly come up with some or the other schemes or discounts which will encourage people to buy our products. Even, their should be in shop promotions done at malls, big parlors etc. to make people aware about the usage of the products.

In the survey we found out that 92% of the population would like to use ayurvedic hair care products while just 8 % of population would not like to use it.

Thus we can say that though people are trendy and want to move with the changing fashion, the do care about the health of their hair. As, normal cosmetic and hair products
Contains lot of chemicals which are not good for the health of the hair and cause damage. Thus, people want some ayurvedic products that can take care of hair and are with out any side effects.

Supermarkets account for the largest share of styling product sales with 60%, though that lead is dwindling in the face of competition from beauty supply shop and drug store with 20% and 8% respectively. Peak in growth seen is almost solely attributed to new product introductions.

Beauty supply stores hold the enviable position of attracting both those consumers looking to save money on salon-quality products at lower prices and ethnic consumers looking for a wider variety of product than is typically found in FDM stores. One in five female styling product users buys her products at a beauty supply store, the second most widely cited outlet, following mass merchandisers.

4% of respondents who use styling products say they purchase them from a salon or beauty parlors each , but since these products are typically 3-4 times the cost of similar products found in other channels, they understandably account for a larger share of overall retail sales of hair styling products. However, because salons sales figures are not effectively tracked, is not able to accurately estimate the extent of the role of this type of outlet in the market.

In addition to determining which factors are most important in making purchase decisions, the survey also sought to identify what attitudes influence respondents’ buying behavior.

Some 38% of respondents say they buy products specifically designed for their hair type, which indicates that the consumer is aware of the different needs of her particular hair type, and looks favorable for manufacturers who position their products in this way.

The fact that nearly 28% of respondents report that they usually stick to the same brands for products. Most likely it is not the actual brand that is key to the decision, but other aspects of the brand (price, functionality, known product) that are being considered.

20% agree that more expensive products work better than lower priced ones, which bodes well for sales, and is clearly a factor at play in the growth of mass merchandiser sales. Remaining 14% of respondents like to experiment new products. These are the brand butterflies who are the best consumer to be targeted.


1) The products should be targeted towards both the sex i.e. male and female but the focus should be on the female section.

2) Among the age group, youth and the middle age customers should be on priority rather than people above 45 and above yrs.

3) Promotions activities such age demonstrations or free distribution of samples can be done out side the college area or gymnasiums or parlors can be done to attract the youth and to give them the trial.

4) The pricing and packaging should be attractive and the price should suit the upper middle and higher class.

5) The main point of sales should be in supermarkets and malls where the sales of the cosmetic and hair products are maximum.

6) The promotions and advertising should focus more on ayurvedic aspect of the product as people would prefer using ayurvedic products and it can serve as a competitive edge over others.

7) Smalls sachet of gel or the 25 or 50 ml bottle of spray should be given as complementary gift with other products of the company which are selling good as this will make people aware about the new product in the market and can also make them to try it.

8) Company should also come up with the packaging in small sachet for Rs. 4 or 5 which will help to target the rest of the income group which fall in lower middle class as they can afford such small packets.
9) Company can publish beauty magazines which can be distributed with popular news papers likes Times of India or Hindustan times once a week may be on Sunday with the Bombay times supplement.

10) The company can sponsor beauty shows like Femina Miss India contest or Gladrags Mr. India or Grasim Mr. India.

11) Should come up with different discount and schemes etc. such as with every purchase of the product, a customer will get a scratch coupon which will contain a certain percent of discount like 5%,10%,which the customer is entitled for during the next purchase.


An Overview of the Design Process:

New product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. There are two parallel paths involved in the NPD process: one involves the idea generation, product design, and detail engineering; the other involves market research and marketing analysis.


Design is the process by which the needs of the customer or the marketplace are transformed into a product satisfying these needs. It is usually carried out a designer or engineer but requires help from other people in the company.
Design essentially is an exercise in problem solving. Typically, the design of a new product consists of the following stages:

About the Company:

Our company Potdar & Sons ltd. was formed more than 50 yrs ago on an revolutionary idea with the simplest mission of adding Vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
Our corporate tradition is rooted in the principles of personal integrity, respect for the individual and doing what's right for the long-term. Our purpose is to provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper.

Every invention, every product, every breakthrough has been powered by generations of employees who are inspired to make a difference. Our company has experienced astonishing growth over more than 3 decades. We’ve grown through innovative ideas, products and services that make a difference in people’s lives. And we’ve grown through global expansion. Behind every invention or new idea we’ve introduced stands a team of people, their passion and a story.
Smart marketing and clear product positioning not only ensured growth but also helped the company broaden its product portfolio extensively. Over the years, the company has achieved a competitive edge with sound understanding of mass marketing dynamics. The company offers quality Personal care (hair care, skin care, home care) and Food products borne out of a keen understanding of consumer needs and keeping up company's the values of innovation and customer satisfaction.
Today, Pother & Sons Ltd, having established a firm foothold in the national market, is increasing its popularity in the international arena. A dedicated Research & Development centre, equipped with latest equipment and technologies, constantly supports the various divisions in their endeavor.
The company has touched a turnover of over 5000 million INR in 2006-2007. The Company has employee strength of 2500, an all India network of 1300 Stockiest catering to about 25 lakh outlets nationally. CavinKare's astute professionalism, innovative products and consistent quality are results of its significant corporate practice. The company is planning to launch two new products in its portfolio.

Need for new product development:

The market is a highly fragmented one, with growth being driven by new product introduction in both the major segments—gel and mousse, and hair spray—though innovations in gels and mousse have far outpaced those seen in the declining hair spray segment.

The market for hair styling products, while mature, has sectors with strong growth potential. The main potential for growth is to be found in styling and care products aimed toward specific demographics, including the ethnic hair care market and the youth market.

Sales of styling products are influenced largely by trends in hairstyles. Today there is a wider variety of hair styles than ever before—from very sculptured, cropped looks, to longer, looser styles. As a result there is room in the market for a wide range of styling products both to suit the consumer who stays with the same style, and those who wish to make regular changes.

Opportunities exist for the sale of multiple products to each individual to suit their immediate and changing needs. Because of the increasing range of hair care products, it is likely that many consumers will be unaware of the options available to them, and likely unfamiliar with the benefits of each product or product type. Further education and trial encouragement will be a key route to further sales.

We have made a sincere effort in coming up with a product which we think is interesting and suitable for the Indian market of today. Hair care industry is a cash cow since people of both sexes and of all ages is very much conscious about the way their hair looks. Even in remote places people spend good money to buy shampoos and hair colours and what not.

This has prompted us to come up with the idea of launching a Hair straightening spray. This project will help in understanding the details about the product in grave detail. So here is a brave attempt on part of us to bring out something new and which we think is interesting and fun!!!

Organic and natural ingredients in hair styling products are the most important factor in the purchasing decisions as people though want to move with new trend and style do care for their hair and want to protect it from damages. This is in keeping with a general growing awareness by consumers of so called “green” issues, in food, healthcare and lifestyle products. We felt a need to quickly capitalize on the trend, by introducing new ayurvedic base products.

Introduction of Product and description:

Organa’s hair straightening spray and hair sculpting gel are the products which are unique, useful and appealing to the modern man and woman of today.
They contain 99.99% ayurvedic and herbal ingredients like Ayurvedic Embalica offinalis, Piper Ion gum, Tinospora cordifolia, amla, shikakai and few other organic ingredients. It’s a water based product with hydroxyl serum and contains aloe vera extract
The natural base of the product gives additional nutrition to the scalp and prevents hair loss, keeps the hair roots strong. It does not cause hair loss and prevent it from becoming grey. It provides nourishment to the scalp and gives them a natural glow and shine.

Why the brand name Organa?

We have evolved the term “organic” into Organa. Organa hope to portray and represent products which are bio friendly and directly derived from nature. As all the products consist of only naturally occurring herbs, plants, minerals and other derivatives with little or no chemicals added to it has become our priority to bottle our image into a brand name which sounds fresh, alluring and also environment friendly.

Why Hair Straightening spray?

➢ 80% Indian women have curly & wavy hair. Not only is that it just human nature to want something which we do not have. So even though curly soft hair looks great within itself, people especially women want silky straight hair. Also the reason maybe that straight hair is much easier to manage than curls.

➢ Another point of impact on our outlook is the rapid exposure to the western culture. We see it on TV, read foreign magazines, see English movies etc which show Caucasian women and men who most often than not have Straight hair. We almost consider straight as a sign of true beauty and allure. People are almost obsessed with the idea to look and adopt anything which represents western culture. That is really what has made the fairness cream industry so hugely profitable.

➢ We can therefore safely say that the hair straightening spray which gives immediate gratification (noticeable result within only 15 minutes) is bound to be a resounding success.

U.S.P. of Organa hair straightening serum spray:

➢ The U.S.P of this product is that it gives silky straight hair to even the longest and curliest of hair within 15 minutes flat it’s that quick! Not only is that it extremely easy for a person to use. All you can do is spray; comb and you have perfectly straight hair.

Why Organa a better choice over others?

➢ Beauty Parlours provide services like ironing and straightening with lotion and creams. But such techniques are not only expensive but very harmful to the hair. The creams and lotions have chemical in them, which strips the hair of its natural oil making it rough and brittle. Regular ironing & use of creams and lotions makes the hair thin and they start to fall. Aren’t these reasons enough to opt for Organa…?

➢ Organa’s products are environment friendly & made of plants and herbs and therefore are delicate and nurturing towards the hair. The hair spray consists of a serum, which is specially formulated to make even the curliest hair satiny straight without harming them.

➢ The enzymes, which make the hair straight, is extracted from seaweeds found on the northern coast of Japan that has a unique and special quality of unlocking & relaxing the kinks in the hair shaft which is responsible for making the hair shafts straight.

About Major Players:

1) Hindustan Unilever Ltd (HUL)

Hindustan Lever Limited is India's largest Packaged Mass Consumption Goods (PMCG) Company. It is the leader in Home and Personal Care Products and Food and Beverages. It seeks to meet everyday needs of people everywhere - to anticipate the aspirations of consumers and customers and to respond creatively and competitively with branded products and services which raise the quality of life.

It is this purpose which inspires HLL to build brands. Over the past 70 years, HLL has introduced about 110 brands. HLL focused on 30 Power Brands most of which have become market leaders and household names in the country.

For Hindustan Lever Hair Care Products constitute one product line of the company; fabrics wash another; beverages a third and cosmetics yet another line. HLL has much other product line. HUL is the market leader with 47.8% market share in hair category.

2) Procter & Gamble

Procter & Gamble (P&G) is one of India's fastest growing Fast Moving Consumer Goods Companies with a wide range of products in the Healthcare, Hair care, Laundry (Detergents), Feminine Protection and Personal Care categories. It is controlled by P&G, USA. The company started operations in India in 1989 when P&G worldwide acquired Richardson Vicks Inc. USA, making Richardson Hindustan Ltd, the Indian arm an affiliate of US parent (P&G India, 2003). P&G’s stated purpose is to provide products and services of superior quality and value that improve the lives of the world's consumers.

P&G India was incorporated in 1964 after P&G U.S. acquired Richardson Vicks. Formerly known as Richardson Hindustan (the India subsidiary). It was later named as P&G. The name was changed again in 1998 to P&G Hygiene and Health Care Ltd. in order to reflect the nature and character of the business of the company.

With a turnover of Rs. 500+ crores, the Company has carved a reputation for delivering high quality, value-added products to meet the needs of consumers. Next to HUL is P&G with 23.7% market share in hair category.

3) Cavinkare

Cavin means beauty and grace. CavinKare started out as a small partnership firm, with a single product offering, in 1983.
Smart marketing and a clear product positioning ensure CavinKare’s growth from strength to strength, and the broadening of its product portfolio. The company now markets six major brands. In line with the company’s progressive outlook, it was re-christened from Beauty Cosmetics to CavinKare in November 1998.
Over the years, CavinKare has achieved significant milestones, and a competitive edge with sound understanding of mass marketing dynamics. The company offers quality hair care, skin care and personal care products, borne out of a keen understanding of consumer needs.
Today, CavinKare has established a firm foothold in the national market. And with backward integration efforts to be self sufficient, CavinKare, along with its Group Companies manages its own advertising & media buying, product packaging and research and development activities. The turnover of CavinKare, together with its Group Companies, account to over Rs.350 crores. Cavinkare has the market share of 12 % in hair category.

4) Dabur

Dabur India Limited has marked its presence with some very significant achievements and today commands a market leadership status. Our story of success is based on dedication to nature, corporate and process hygiene, dynamic leadership and commitment to our partners and stakeholders. The results of our policies and initiatives speak for themselves. It has 19% market share in hair category • Leading consumer goods company in India with 4th largest turnover of Rs.1163.2 Crore (FY02) • 3 major strategic business units (SBU) - Family Products Division (FPD), Health Care Products Division (HCPD) and Dabur Ayurvedic Specialities (DASL) • 5 Subsidiary Group companies - Dabur Foods, Dabur Nepal, Dabur Oncology, Dabur Pharma and Dabur Egypt • 13 ultra-modern manufacturing units spread across 4 countries • Products marketed in over 50 countries • Wide and deep market penetration with 47 C&F agents, more than 5000 distributors and over 1.5 million retail outlets all over India

5) Himalaya Health care

The Himalaya Drug Company was founded in 1930 by Mr. M. Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5,000 year old system of medicine. This included referring to ancient ayurvedic texts, selecting indigenous herbs and subjecting the formulations to modern pharmacological, toxicological and safety tests to create new drugs and therapies.
Himalaya has used its wealth of knowledge and research, in natural herbal remedies, to formulate a range of personal care products that cater to daily health needs. This range offers the goodness of natural solutions for daily use by the complete family.
The use of natural ingredients in personal care products has been practiced since time immemorial, leading to increased use of herbs with a curative value. Modern research proves that herbs while being effective are also mild and soothing.
Launched in 1999, Himalaya Herbals is a range of natural herbal personal care products spanning Health Care, Oral Care, Hair Care, Skin Care and Baby Care.
The range comprises of fairness cream, soap-free face washes, facial cleansers, face toners, moisturizers, soap-free shampoos, conditioners, hair-loss control, weight control, pimple control, foot care, multi-purpose creams, skin nutrients, dandruff control, anti-stress, digestive health, pain relievers, cough & cold relievers, oral care and baby care products.

Key Market Drivers:

The Market Drivers section identifies the principal factors that affect the hair styling products market. These factors may have either a positive or negative influence. Some of the key market drivers are as follows:

1) Changing demographics:

The main external market driver for the hair styling products industry is the changing demographic. Changes in the structure of the population have led to different targeting opportunities which some hair care manufacturers are recognizing and addressing. Most hairstyling product initiatives are aimed at two groups: younger consumers (teens and young adults) who take a greater interest in frequent hairstyle changes and like to experiment with new product formats; and specific ethnic groups who have particular hair care and hair styling needs.

2) Growing female population:

Though more products specifically designed for men are coming onto the market, clearly the most significant driver of the hair styling products market is the size of the female population as we have seen in the survey that 60% of the total respondents were females and even woman are more conscious about their looks and love to look beautiful.

3) Teen growth and spending power:

As the numbers of teens continue to grow, manufacturers must recognize the importance of this market since brand loyalty created during the teen and young adult years can potentially mean life-long customers for their products. Teens and young adults are not only the trendsetters when it comes to hair styling and fashions, but they also increasingly have the cash to support their interests as the disposable income has increased with teens getting more pocket money and even because of the growing trend of working in call centers which is the easiest way of earning money.

There is a much smaller gap in product use between girls and boys (see Consumer section). These consumers are the ones who would likely be most open to experimenting with the new product formats being introduced, products designed to make a fashion statement. As such, manufacturers offering products in bold colors or packages that offer extreme results like super hold, glitter effects or color will catch the attention of the young, who clearly have money to spend on these products.

4) Natural and herbal ingredients:

Consumer research showed that 92 % are willing to buy natural and ayurvedic products. This shows that the respondents feel that the inclusion of organic and natural ingredients in hair styling products is the most important factor in their purchasing decisions. This is in keeping with a general growing awareness by consumers of so called “green” issues, in food, healthcare and lifestyle products. Manufacturers have been quick to capitalize on the trend, both by purchasing natural- and organically-focuses companies and by introducing products of their own.

5) Hair styling wary- Consumers look for alternatives:

In the face of concerns about hair health and excessive styling appliance use, many consumers are looking to products to get some of the same results with as little appliance use as possible. The choice of hair styling products on the market has increased as customers turn to products for a “fuss free” non electric hair styling option, or an option that uses only one hair styling appliance.

6) Science and technology:

Hair styling products are increasingly incorporating scientific advances already successfully applied in skincare technology, such as AHAs, lipids, antioxidants, ceramides, and UVA/UVB protection. Vitamin A (Retinyl Palmitate), Vitamin E (Tocopheryl Acetate) and Vitamin C are all being incorporated into hair care ranges for their antioxidant and anti-free radical benefits.

SWOT Analysis:

1) It’s a well-known and old company with its presence in the market from last 50 yrs catering the different segment of society with various products.
2) Company has a very good R&D support keeping pace with the latest developments and technologies.
3) The product to be launched is a natural, organic product with no chemicals in it which is the biggest competitive edge over other players

1) Its a new product in market hence there is bit worry about the acceptance for the product.
2) Its a costly product targeted mainly towards upper middle and higher class.

1) Growing class of consumers who are aware and desire of lifestyle product.
2) Growing trend among women for external beautification.
3) Increasing fashion savvy youth influenced by the western culture.


1) There is a threat of other reputed companies in launching similar product which could affect the sales of our product. 2) Threat from substitute of hair straightening spray i.e. artificial hair straightening done in parlors and salons with the help of electronic machines.

Competitor’s analysis:

As such Organa does not have any direct competitor when it comes to hair straightening serum. To achieve the straight hair look one has to avail, to the beauty parlour services like hair ironing or permanent hair straightening using creams and lotions, use chemical filled hair sprays etc. The major disadvantages is that, such techniques may need longer application time i.e. up to an hour or more ,also such techniques are very expensive.

► Beauty parlours;

Permanent hair straightening which is ranged at Rs 3000/- . The time taken is approximately 4 hours.

End Result:

Straight hair which lasts up to 4-5 months or until new hair growth occurs.

Adverse effects:
Extreme dryness, severe split ends, hair does not actually become very straight, lack luster hair.

► Wella’s Hair straightening cream:

The time taken for straightening the hair is 2 hours and it costs Rs. 500/- for 100 gm pack, one pack can be used for shoulder length hair.

End Result:

The application process lasts for nearly 2 hours. And after all this time the hair does not become actually straight as there is a slightly perm look. the degree of hair straightness depends upon the beauticians own skill.

Such a treatment makes the hair rough, dry, frizzy and hair breakage is a very common problem. The effect of this treatment lasts for 2 to 3 months and takes a long time for the entire effect to ware off. During that period the looks not only brittle and rough but is actually sensitive.

► Hair ironing:


Ironing is done with a special hair iron which costs anywhere above 1800. The same process is also done in a beauty parlour.

End Result:

Ironing the hair takes around 1 hour. The effect does not last long as the hair comes back to its natural state after getting wet. Heat treatment on hair can be very harmful since there is a chance of follicles getting burnt. Also the hair becomes excessively dry and lifeless after regular use. The most damaging effect on hair due to ironing is that the hair growth becomes very slow

Our target market:

Market segmentation based on 3 groups: ➢ Office going women, housewives, college going youth, people from fashion industry. ➢ People related to beauty industry or fields where physical presentation is very essential. ➢ College going girls and boys within the age group of 15-22, as well as other students

Bases for segmentation:

1) Demographic segmentation

a) Gender: Our target is mostly women and young adults.
b) Income: Our product is targeted towards people belonging to the middle and above income classes. Since our product is essentially a lifestyle and cosmetic product. We have tentatively priced it at Rs 126.50. for 80 ml pack.

2) Psycho graphic segmentation:

a) Personality and life style: Our product is essentially a cosmetic and luxury product. Therefore people aspiring for enhanced lifestyle will go for it. Organa products project themselves as a statement of style and desire inducing.
b) Women and men both, who are working & /or are in a position where there is high social interaction will find an appeal to our products.

Four P’s of Marketing Mix pertaining to Organa

1) Product

Organa Hair Straightening Serum Spray


Product features:

➢ Organa hair straightening spray is a unique product specifically targeted towards Indian consumer mainly between the age group of 16-40 yrs. One of the researches has shows that 80% of Indian has wavy and curly hair. And most of the people would like to have silky straight hair. ➢ Our product gives the result of straight hair in just 15 minutes. It also contains sunscreen to protect hair from the harsh sunrays. Organa hair straightening spray can be used on all hair types as it is water based, & its special hydroxyl serum will keep your hair hydrated up to 48hours. Not only that it has 99.99% pure stabilized Aloe Vera gel extracts which hydrates, nourishes and controls dandruff effectively. ➢ All you have to do is spray, comb and wallah! Your hair is satiny straight!! No other product can give you such dramatic result in such a short time. So consider going to the beauty parlour for hair rebounding or ironing as history… Organa hair straightening spray will give the parlour effect in one fourth the time and is much more cost efficient, not to mention enhancing the texture and health of hair. So stop burning and damaging your hair by using expensive chemicals and ironing and use Organa for natural, beautiful and nourished straight hair. ➢ Organa hair straightening spray is completely nature based with extracts from plants, herbs and naturally occurring minerals and salts. Our products have been never tested on animals. Our products do not contain any comedogenic substances or lanolin and results have shown that even people with hypo allergic and sensitive skins can use our hair care range. ➢ Available in 4 Fragrances: Tangy Pineapple, Fresh Lemon, Chocolate Delight & Sensuous Jasmine.

Design and packaging:

➢ Organa hair straightening spray has been packaged in metallic bottles, which is light in weight. The bottle has an attractive shape and colour which is then packed in a thick box ➢ The bottle measures 14 cms in height and 8 cms in width. Each spray flask contains 80ml serum. In order to maintain the clutter free sensual look only the brand name appears on the bottle with the manufacturing date and other essentials printed on bottom side.


Punch line:

Organa-A look of perfection….

2) Price

80 ml hair straightening serum spray — 126.50/-

Price: ➢ We intend to keep the price of our hair straightening serum spray constant at least until we achieve the break even target (Price- 126.50/80ml). From our tentative analysis we have predicted that it will take 13 months to break even.

Levels of margin:
For each unit:

Estimated production cost (manufacturing) - Rs 62 Potdar & Sons Company

Organa- Rs 65 (15%Profit+costs)

Distributors – Rs 87.50 (5%)

Stockiest – Rs 91.85 (5%)

Retailers- Rs 101 (25%)

Max Retail price – Rs 126.50/-

3) Place

We have considered 3 tier distribution channel system.

Channels of distribution:

Manufacturer Organa Distributors stockiest

Retailers Consumers

Distributors: We will be considering 4 regional distributors for the north, east, south and west Zone. Each regional distributor will be assigned the responsibilities of handling the key urban and sub- urban areas in their respective zones while covering the vital cities and towns in particular.

Stockiest: The distributors will be assigned the task to select appropriate whole stockiest in key areas and cities so as to achieve deep and extensive penetration in the market. Since our product is of mass nature it becomes imperative for us to have wide coverage and be easily available.

Retailers: Organa is a cosmetic lifestyle product. We want to make sure that people have easy accessibility to our product. All the major supermarkets and malls with an attractive displays, chemists and drug stores, cosmetic stores, beauty salons and parlours will be stocking our products.

4) Promotion:
Promotion is a paid form of mass communication using a media. The media which we will be using to launch and propagate the awareness of our product are as follows:

Print: Newspapers, Magazines, Hoardings and Billboards.

a) Newspapers:

During the first 3 months major dailies across India such as Times of India, Navbharat times, Hindustan times, DNA etc. will carry prominent eye catching visual advertisement to create awareness and arouse interest in Organa’s products.

Concurrently we will also plan to display our products advertisement in 3 major magazines such as Femina, Filmfare and Woman’s Era during the 1st and 2nd month after launch of Organa’s hair straightening spray.

b) Hoardings:
Most of the major cities will carry a display of Organa’s products on hoardings at key points during the initial 3 months. Key areas such as near shopping malls, railway stations, cinema halls, highways with heavy vehicular traffics will be covered.
In Mumbai places such as near Bandra, Colaba, Nariman point etc. where it could be prominently seen, will be used for hoardings and billboards.

c) Public relations:
For a new lifestyle and cosmetic product it is very important to have positive response from the media or the concerned people whose view is considered important. Therefore we will give great stress on creating a sublime relationship.

d) Electronic media:

We will be using television and radio to a large extent so as to get maximum exposure and create rapid awareness. The channels which we will be considering to air our advertisement are Star One, Star World, Star Plus and Sony, the time slot will be usually at 8 to11 and on holidays and Sunday 10 to 2:30 in the afternoon and in the evening after 7:30 pm. For the 1st month daily repetitions during the selected prime times will be done.

Our Budget for Promotion: 22.50 crores:

Media used will be Television, newspapers, magazines & hoardings cum billboards.

Cost of making an advertisement with our Product ambassador photo shoot along with other things comes to 2 crores
Average cost per month will be 16.5 lakhs

► 30 sec advertisement cost on Sony during Prime time: 1 lakh

► 15 sec advertisement cost on Star plus during Prime time: 1 lakh
► 30 sec advertisement cost on Star One during Prime time: 80 thousand
►30 advertisement cost on Discovery Travel & Living during Prime time: 75. thousand.
► 10 sec advertisement cost on all channels that we have considered is between 25 to 28 thousand for prime time & 20 thousand for the rest of the day.
► Full Page Colour Advertisement in Femina & Filmfare magazines is 1 lakh each
► Full Page Colour Advertisement in Women’s Era is 70 thousand
►Hoardings near Worli Sea Face, Western Express Highway, and Queens Necklace is Rs 25000 to 40,000 per week.

Promotional budget for 1st month: 3 crore

► Fixed cost for making the television Advt. and press advt. – 16.5 lakh
► Full Page Colour Advertisement in Femina & Film fare: 2 lakh
► A3 Size colour advt. in TOI, Hindustan Times & Navbharat Times: 3.5 lakhs
► Hoardings and Billboards: 8 lakhs

TV Promotion:

► On Sony, Star Plus, Discovery Lifestyle & Living and Star One from Monday to Saturday.

Between 7.30 pm to 11.30pm

➢ Two 30 sec ads and four 15 second ads. – Daily

➢ Five 10 sec ads during 2 pm to 6 pm - Daily

Promotional budget for 2nd & 3rd month: 2 crore

► Fixed cost for making the television Advt. and press advt. – 16.5 lakh
► Full Page Colour Advertisement in Femina & Filmfare: 2 lakh
► A3 Size colour advt. in TOI, DNA: 2 lakhs
► Hoardings and Billboards: 8 lakhs

TV Promotion: ► On Sony, Star Plus, Discovery Lifestyle & Living and Star One from Monday to Saturday

Between 7.30 pm to 11.30pm

➢ Three 15 second ads. – Daily ➢ Five10 sec ads during 2 pm to 6 pm - Daily

Promotional budget from 4th month: 1.5 crore

► Fixed cost for making the television Advt. and press advt. – 16.5 lakh
►Full Page Colour Advertisement in Femina & Filmfare: 2 lakh
► Hoardings and Billboards: 5 lakhs

TV Promotion: ► For Sony, Star Plus, Discovery Lifestyle & Living and Star One Monday to Saturday.
Between 7.30 pm to 11.30pm

➢ Five 10 second ads. – Daily
Between 2 pm to 6 pm

➢ Three 15 sec ads. - Daily

Brand Ambassador: Mandira Bedi.
Reasons for selection: Mandira Bedi as we all know is a renowned actress, TV personality and a very outgoing and intelligent woman. She represents today’s phase of modern, confident and self assured working Indian woman who is not only independent but also has the power to make her own decisions and has the earning capacity to back it. She is just appropriate as a brand ambassador for Organa which also stands for a strong but feminine Indian woman. Organa’s products cater to the demands and desires of today’s Indian lady.

Organa have taken a giant’s step towards providing a safe and effective product which are affordable and of flawless quality for the deserving Indian femme. And therefore we consider ‘Mandira Bedi’ as an advocate and ambassador for Organa.

Mandira Bedi has naturally curly hair which she finds very difficult to manage because of excessive tangles; also the texture of her hair is quite rough. The saving race of her hair is that they are very thick, luscious and naturally ebony black in colour.

Our brand ambassador Mrs. Mandira Bedi has previously tried out various hair straightening techniques such as Japanese thermal conditioning system, hair straightening creams and lotions and has to undergo regular hair ironing as part of her makeup regime. But all these processes had left her unsatisfied since she suffered serious hair loss; premature graying and her hair had become excessively dry and rough. But now she is an ardent fan of Organa’s hair straightening product. Not only that, she does not have to worry anymore about hair damage or hair loss since all the ingredients in our spray are natural and tested for hypo allergies.

The male ambassador will be Mr. Milind Soman who has a macho look and the built which every young boy of today would love to have. Moreover he has very attractive, bit curly hair. Hence, he will be the perfect ambassador for the product

Financial implication of launching Organa at all India level:

Estimated budget required for launching Organa’s hair straightening serum spray
85 crores


Allocation of resources:
[pic]Estimated cost for production of one unit:
|Particulars |Rs |
|Bottle |3 |
|Nozzle and tube |1 |
|External packaging |1 |
|Cap |1 |
|Formula Serum, preservatives etc. |15 |
|Taxes and other duties |10 |
|Salary and wages |5 |
|Raw material |4 |
|Transport |10 |
|Storage and handling |3 |
|Administrative overhead |4 |
|Factory overhead |3 |
|Other expenses |2 |
|Total |62 |

➢ At the time of production the first decision to make is to whether to have your own production unit by setting the plant by buying land, machinery, employing labour etc. or to hire a company who will manufacture the products for you.

*Estimated BEP sales at unit cost of 87.45 Rs

|BEP |Month |Estimated sales |Revenue |
| |1 |75,000 |65,58,750 |
| |2 |1,50,000 |1,31,17,500 |
| |3 |2,50,000 |2,18,62,500 |
| |4 |3,75,000 |3,27,93,750 |
| |5 |5,00,000 |4,37,25,000 |
| |6 |6,50,000 |5,68,42,500 |
| |7 |8,00,000 |6,9,60,000 |
| |8 |9,50,000 |8,30,77,500 |
| |9 |10,50,000 |9,18,22,500 |
| |10 |12,00,000 |10,49,40,000 |
| |11 |13,50,000 |11,80,57,500 |
| |12 |14,00,000 |12,24,30,000 |
| |13 |14,50,000 |12,68,02,500 |
|BEP |13 months |1crore (Approx sales) |80 crores(approx.) |

Average sales to be done per month will be approximately 70,000 units to break even in 12 months...

Future plans:

Organa, India has exciting plans for the future. As soon as the company gains a market recognition and its reputation for providing quality and value for money goods and services, and no doubt it will- Organa plans to launch a specialized hair styling and sculpting gel. Here is a peek into this super fast and amazing product of world standard quality.

Because……. Today’s modern women and men like to have defined and attractive hair style, depending upon the occasion people go for sober smart look for the office, a spiky or softly curly hair for an evening out or may be a dramatic to a wild party!

Organa’s sculpting gel is therefore a perfect product to give whatever look one wants, and whenever one wants. All you have to do is work a liberal quantity of gel through hair and then proceed with the desired hairstyle; wait for five minutes before combing. You will then have a perfect hairstyle which can last up to 15 hours, without making hair look sticky, greasy or bristly and the final look is fresh and natural without damaging the hair.

Organa Styling and Sculpting Gel

► Design:
Both Organa hair straightening spray and Organa styling gel have been packaged in simple slick transparent glass bottles, which are ultra light but wont break easily since polymer silicon fiber has been mixed with it to add strength.

► Packaging:
Organa styling gel has been packaged in simple slick transparent glass bottles, which is ultra light but wont break easily since polymer silicon fiber has been mixed with it to add strength.

Organa styling gel is bottled in a clear transparent glass tube with a diameter of 14 cms and height of 9cms. 75ml of gel is packed in each tube. The cap made of tin is silvery white with a thin silvery line running diametrically a cm above the cap end. Similarly the tub is ultra light made of special glass infused with polymer silicon fiber to add strength and reduce brittleness. The brand name and product name appears on the tub whereas manufacturing date and other essentials are printed on bottom side.

►How it works:
Tried to use any hair styling products lately? How does your hair feel when you touch it after some time? Maybe bristly or coarse or really sticky and brittle to touch??? Well then, now your problems are over because of Organa’s styling and sculpting gel. Unlike other products it does not have any smell and is non greasy. It has 99.99% pure & stabilized Aloe Vera extracts for dandruff control and for adding that extra shine and gloss and therefore completely safe on all types of hair. Not only that it gets absorbed quickly leaving your hair completely tangle free, with no residue what so ever, but you will have your desired style which looks natural, fresh and lustier than ever before…

Just work a liberal quantity of gel through your hair and style in desired fashion, wait for fifteen minutes and comb (optional).

► Ingredients:

Organa styling gel contains omega 3 enzyme for giving a rich natural look along with Aloe Vera and active vegetable extracts for giving moisture and vitamins. Not only that, our styling gel has sunscreen block of SPF 40 which protects hair and keeps it looking silky and full of health.


Marketing management is one of the most significant aspects while launching a product as well as conducting day to day business. It can make or break a product and even the organization.

Marketing management has various aspects to it which need to handle carefully in order to get the desired result. And even though it is an ancient art it is still practiced today albeit with new techniques and methods.

We have tried to put together a product by using the various tools of marketing. In the process we have learnt the practical use of the study of marketing management.

In the end, from our point of reasoning, we would like to say that Organa, the brand stands for enduring beauty, confidence and perfection with the perfect blend of good quality, sensible pricing and out standing results.

Organa-A look of perfection


1) What is your monthly income?

1) 5000-10000 2) 10000-150000 3) 15000-25000 4) More

2) What is the texture of your hair?

1) Silky 2) Rough 3) Straight 4) Curly 5) Other____________________

3) How frequently do you change your hair style?

1) Daily 2) Weekly 3) Monthly 4) Yearly

4) Do you do hair styling/ straightening? Do you do it at home or in the parlor?
1) Home 2) Parlor

5) How frequently do you visit parlor/Salon for hair styling or straightening?

1) Daily 2) Once a week 3) Every forth night 4) Once a month 5) Other______________________

6) On average how much time do you spend styling your hair?

1) 1-5 mins 2) 10-15 mins 3) 15-20 mins 4) 20-25 mins

7) Do you like to experiment new hair products?

Yes No

8) Do you use hair care products?

Yes No

9) What kind of products do you use?

1) Hair Oil 2) Hair Spray 3) Hair Gel 4) Shampoo 5) Hair Moose 6) Other_______________________

10) What is your favorite hair styling brand? 1) HUL 2) P&G 3) Dabur 4) Himalaya 5) Cavinkare 6) Other ________________________

11) Why do you use this particular brand? 1) Brand Name 2) Quality Products 3) Low Price 4) Easily Available 5) Recommended by friends/family 6) Other______________________________

12) What would encourage you to purchase hair care products?

1) In Shop promotions 2) Discounts 3) Advertising 4) Celebrity endorsements 5) Schemes 6) Other __________________

13) Would you like to use ayurvedic hair care products?

Yes No
14) On an average how much do you spend on hair styling products in a month? 1) Rs.100 2) Rs.200 3) Rs.300 4) Rs.400 5) Other__________________
15) Do you thing that the existing hair care products cater all your needs?

Yes No

16) At what type of store do you most often buy your hair styling products?

1) Supermarket/Malls 2) Beauty Parlor 3) Salon 4) Beauty Supply Shop 5) Drug Store 6) Other _________________________

17) Please tell me whether you agree or disagree with each of the following statements.

1) I usually buy products specifically designed for my hair type 2) I think that more expensive products work better than lower-priced ones 3) I usually stick to the same brands for my hair styling products 4) I like experimenting new products

1) Sex of the respondents

|Sex |No. |
|Male |20 |
|Female |30 |


2) Age Group of the respondents

|Group |No. |
|15-20 yrs |10 |
|20-35 yrs |20 |
|35-50 yrs |12 |
|50 & above |8 |


3) Number of people using various hair products in different income range and number of people using specifically hair sprays and gels.

|Income range |5000-10000 |10000-15000 |15000-25000 |25000 & more |
|No. of people using Hair products |4 |12 |12 |22 |
|No. of people using hair spray or gel |1 |5 |8 |15 |


4) Do you like changing your hair style?

| |Responses |
|Yes |39 |
|No |11 |


5) How frequently do you visit parlor/salon for hair styling or hair straightening?

|Frequency |No. |
|Daily |4 |
|Once a week |10 |
|Every forth night |20 |
|Once a month |12 |
|Other |4 |


6) Which brand do you use?

|Brand Name |No. |
|Hindustan Unilever |18 |
|P&G |12 |
|CavinKare |9 |
|Dabur |2 |
|Himalaya |5 |
|Other |4 |


7) Why do you use this particular brand?

|Reasons |Responses |
|Brand Name |22 |
|Quality |12 |
|Low Prize |10 |
|Easily Available |1 |
|Recommended by friends/family |5 |


8) What encourages you to purchase hair products?

|Reasons |Responses |
|In shop Promotions |10 |
|Discounts |16 |
|Advertising |8 |
|Celebrity endorsement |5 |
|Schemes |10 |
|Other |1 |


9) Would you like to use ayurvedic hair care products?

| |Responses |
|Yes |46 |
|No |4 |


10) At what type of store do you most often buy your hair styling products?

|Places |Responses |
|Supermarkets/Malls |30 |
|Beauty parlor |4 |
|Salons |2 |
|Beauty supply shop |10 |
|Drug store |2 |
|Others |2 |


11) Please tell me whether you agree or disagree with each of the following statement.

|Statements |Responses |
|I usually stick to the same brand for my hair styling products |14 |
|I usually buy products specifically designed for my hair type |19 |
|I think that more expensive products work better than lower priced ones |10 |
|I like experimenting new products |7 |



1) Marketing books

2) Web sites:

➢ ➢ ➢ ➢ ➢

85 crores

30 crores

50 crores

Own assets
10 crores

5 crores

25 crores


Financial institutions

Raw material
8 crores

5 crores

& other exp
4 crores

5 crores

Lab exp
8 crores

Off & Admin
7 crores

23 crores

Production cost 25 crores

85 crores

Problem definition

Research design

Data collection

Qualitative research

Quantitative research

Data analysis

Report writing

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