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
45%
20%
35%
Sales
People not using
Shampoo
Usage in Rural Market
Usage in Urban Market
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
SEGMENTATION
TARGETING
POSITIONING

13. SEGMENTATION
GEOGRAPHIC
Indian
Urban People
DEMOGRAPHIC
Middle aged
Male & Female
Low to High
income groups
Students &
Working
Professionals
PSYCHOGRAPHIC
Lifestyle-The customer
might be school going,
college going, office
going or other.
Interest and opinion of
people and their buying
behavior.
Social Class and
background of the
customer-income
& Spending habit.

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
Hindustan
Unilever
Limited
Sunsilks
Clinic
Plus
Dove
Procter &
Gamble
Head &
Shoulders
Pantene
CavinKare
Chik
Shampoo
Himalaya
Herbals
Himalaya
shampoo

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
Manufacturer Distributor Wholesaler Retailer Customer
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