Marico Brand ExtensionLIVON‘I LOVE MY HAIR’

Hair Care• Hair Oils• Hair Color

Healthcare• Healthy refined

edible oil• Functional

Foods

Male Grooming/ Styling• Deodorants• Hair

creams/gels/wax

Skincare• Body Lotion• Cosmetics

Beauty & Wellness Solutions Leading MNC Group

• Market Capitalization : 288.12 Billion

MARICO- At a Glance

Robust growth in the Indian market

Market value is according to the Retail Selling Price (RSP)

HAIR CARE INDUSTRY

Conditioners

Hair Colorants

Pems & RelaxersShampoos

Styling Agents

MARKET OVERVIEW

MARKET DATA ANALYSIS

0%

2%

4%

6%

8%

10%

12%

14%

16%

2009 2010 2011 2012 2013 $-

$500

$1,000

$1,500

$2,000

$2,500

India Haircare Market Value: $millions, 2009-13

0%

2%

4%

6%

8%

10%

12%

14%

2009 2010 2011 2012 2013 $-

$500

$1,000

$1,500

$2,000

$2,500

India Haircare Market Volume: $millions, 2009-13

• The compounded annual growth rate of the market in the period 2009-2013 was 12.1%

• The growth rate (value based) is expected to decline in the future

• The compounded annual growth rate of the market in the period 2009-2013 was 10.3%

• The growth rate (volume based) is expected to decline in the future

Conditioner46.42%

Shampoo38.81%

Hair colorants13.20%

Styling agents1.20%

Pems & relaxers0.37%

Market segmentation: % share, by value, 2013

China31%

Japan29%

India12%

South Korea5%

Rest of Asia Pacific23%

Geographic segmentation: % share, by value, 2013

Marico Limited, 16.7%

Unilever, 14.9%

Dabur India imited, 11.3%

Procter & Gamble, 9.6%

Other, 47.5%

Indian haircare market share: % share, by value,2013

Independent retailers, 79.9%

Convenience stores, 5.7%

Pharmacies/ grug stores, 4.5%

Specialists retailers, 3.9%

other, 6.1%

Indian haircare market distribution: % share, by value,2013

MARKET COMPETITORS

4P Analysis

PRODUCT

PRICE

PRO

MOT

ION

PLACE

Hair serum that puts an end to:• Tangled,• Dry &• Unmanageable hair

‘Cutisoft’ Formula Softens cuticle by sealing moisture Vitamin E rich Leaves hair silky, smooth and manageable

PRODUCT- Silky Potion

‘Let your hair down ANYTIME and ANYWHERE’

PRODUCT- Moroccan Silk Serum Hair serum that puts an end to:

• Detangling• Hair breakage

Goodness of Moroccan Argan oil Protects from UV rays- sunscreen protect Nourishes and softens hair Conditioning agent from Japan Long lasting radiance and shine to hair

‘Effortless Detangling, Effortless Beauty’

PRICELI

VON

SIL

KY S

ERU

M

AMAZON

FLIPKART

SNAPDEAL

LIVO

N M

ORO

CCAN

SER

UM AMAZON

FLIPKART

SNAPDEAL

• 50 ml: -• 100 ml: Rs 215

• 50 ml: Rs 112• 100 ml: Rs 210

• 50 ml: Rs 165• 100 ml: Rs 215

• 30 ml: - Rs 149• 59 ml: Rs 245

• 30 ml: -• 59 ml: Rs 245

• 30 ml: Rs 149• 59 ml: Rs 259

PRICE AND PLACE Not a premium product Feel based buying behaviour As compared to the competitors Livon is not highly priced Distributed through various channels:• E-commerce websites• Kirana stores• Pharmacies• Marts• Cosmetic stores

PROMOTIONWebsite for both the products

http://marico.com/india/brands/livon/livon-silky-potionhttp://www.livonilovemyhair.com/#overview

PROMOTIONYouTube channelANDTV Commercials

PROMOTIONMAGAZINE ADVERTISEMENTS CELEBRITY ENDORSEMENTS

Positioning

COMPETITORS PRODUCTS

Price: Rs. 365 (100 ml)Removes split ends, glossy

shine, silky smooth hair

Matrix

Price: Rs. 600 (50 ml)First Aid for split ends, ‘Unifi brine’ smoothing polymer,

protects from further damage

Loreal

Price: Rs. 160 (100 ml)Natural moisture locking and

conditioning effect, enhancing hair and smoothens unmanageable hair

Streax

POSITIONING

SMOOTH HAIR

SHINE

PROTECTS DAMAGE

CUTISOFT FORMULA

VITAMIN-E RICH

MOROCCAN OIL

SMOOTH HAIR

SHINE

PROTECTS DAMAGE

CUTISOFT FORMULA

VITAMIN-E RICH

MOROCCAN OIL

SMOOTH HAIR

SHINE

PROTECTS DAMAGE

CUTISOFT FORMULA

VITAMIN-E RICH

MOROCCAN OIL

SMOOTH HAIR

SHINE

PROTECTS DAMAGE

CUTISOFT FORMULA

VITAMIN-E RICH

MOROCCAN OIL

SMOOTH HAIR

SHINE

PROTECTS DAMAGE

CUTISOFT FORMULA

VITAMIN-E RICH

MOROCCAN OIL

KEY POINT OF DIFFERENCELivon’s key differentiating points are:

CUTISOFT Formula: Helps keep the hair smooth, shiny and manageable through scientifically proven hair protecting

polymers Protects further frizziness

Vitamin-E rich: Vitamin-E is useful in preventing greying of hair, stimulates hair growth, keeps hair lustrous and

prevents split ends Moroccan oil:

Moroccan oil is proven to prevent drying of hair, keeps hair smooth and gradually treats them

Brand Building

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Hair serum;Identify brand because of need created for soft and

frizz free hair,

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Quality Ingredients(Cutisoft formula, oroccon Oil,

Vitamin E);Soft and frizz free hair;

Elegant design

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

For anyone who wants a boost in confidence and beautiful hair

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Trustworthy;Good value for money;

Delivers

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Confident;Satisfaction;

Youthful

Brand Resonance

Judgment Feelings

Performance Imagery

Salience

Ratio

nal r

oute

Emotional route

Attachment;Engagement;

Loyalty created

Thank You

Submitted by:

Shefali ChauhanIIM Lucknow-PGP30225

under the guidance of

Prof. Sameer MathurPh.D. & M.S. (Marketing) - Carnegie Mellon

as a part of course on Brand Management