Promotional Concept by

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2/7/2013

Nyle Belongs to Calvin Kare and is part of the bouquet with Chic Shampoo.

Launched in 1993, Nyle has always been a pioneer in the herbal shampoo category. And now, for the first time in India, moisturizing shampoo with Aloevera, Tulsi & Green tea Nourishing shampoo with Shikakai & Apricot Daily cleansing shampoo with Reetha,Chamomile & Lemongrass

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2/7/2013

Shampoo market is segmented on benefit platforms Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care Some consumers use natural conditioning agents such as henna

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2/7/2013

Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair. Consumers attribute lathering to the act of cleaning In Contrast, shampoo bottles are more popular in the Northern markets About 50 % of the shampoo bottles are sold in the Northern region alone In the North, brands with the USP of lower price have strong equities in market.

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2/7/2013

Size of shampoo market Rs 1,000 crore Where in Urban - 56 % of people use shampoo In Rural only - 34 % of Population use the shampoo

Average Growth over the last few yrs 20 %

Expected Average growth over the next few yrs - 25 % Herbal segment is the fastest growing segment, growing at 15 - 20 % every year. Anti-Dandruff growing at 10 - 12 % every year.

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2/7/2013

Promotion is the business of communicating with customers. It will provide information that will assist them in making a decision to purchase of a Shampoo. Successful promotion should be ROI driven, and a increases sales & goodwill value should reflect. Promotion is an immediate incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group.

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2/7/2013

Target Audience Will be divided in to three categories.

B and C ( Middle class / Lower Middle class) D (Lower Class)

Age Group : 18 TO 40 Women Or family Shampoo. Metrosexual Men

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2/7/2013

Retail Networking promotional activity

Retail Branding through attractive merchandising. E.g. ( Bottle cut outs with real silky hair )
Metro Train Branding. In Our Target Audiences, the large art of the audiences are buying Shampoos due to the recommendation of the shopkeeper. With the Retail Branding concept, we will develop a two pronged approach,
Develop a loyal relation with the Shopkeeper so they recommend us to the consumers even after the activity is over. This also helps them in an increased sales as there is some activity happening different form the usual thus creating a buzz in the neighborhood. Help our ground sales team to build a stronger sales relation in the backend Help in creating a increased demand.
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2/7/2013

Retailer

Whole seller

Whole seller

Whole seller

Shop keeper

Shop keeper

Shop keeper

Shop keeper

Shop keeper

Shop keeper

Consumer

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2/7/2013

Our focus is on retail channel network because the customer comes there.
Give him / her a brief about the shampoo and let the consumer know why Nyle Increase Visibility Personal Touch

Where we will increase the hike by creating a buzz word for retailers which will attract the public to come and see the activity in market. Promoters will be dressed up in Nyle Merchandising (T-shirts and cross bands) Also collect the feedback and customer data. Here the customer data will be used to create recall value and for a enhanced relationship, we will send a sms and email for Nyle promotion and say thank you for taking part I the Nyle Promotion. This should result in creating a healthy relationship with the consumer.

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2/7/2013

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As our prime target is women, we will introduce a game or a kind of lucky draw weekly for women's.
The Purpose is to make the entire exercise Interactive

It will also help us to increase the sale and generate the interest of people for to play and participate in the lucky draw. Promotional activity will be for a month in a month we will cover larger no. of areas in Delhi and Ncr.

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2/7/2013

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Please note the pictures is in ppt is rough just giving you a idea what we can deliver you.

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2/7/2013

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Metro train branding option. we will decorate the metro with Nyle branding on the cubicle that is used to hold when we stand in the metro.

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2/7/2013

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