ST-AT.

G/
Define the Market

CASE STUDY ON MARKET ENTRY STRATEGY

FOR TIGI

Go-ToMarket Strategy

Perfor m Market Analysi s

Competitiv e Forces

Key Learnin gs

S !mitte" !y-

TEAM X-CONNOISSEURS
A!hishek Singh #$$%$&& An rag Satpathy #$$%'() Ar* n Agra+al #$$%$,$

Define Market

Perform Market Analysis

Key Learnings

Competitive forces

Go-To-Market Strategy

 Middle-A!ed Fe"ales: 1. *ge group 3.-/, yrs. 2. "rand loyal 3. 0ear o1 ageing Yo th: 1. *ge group 1+-2, yrs. 2. "rand conscious & Loo#s conscious 3. *mbitious & -xperimental

2 1
C sto"e# $ase

Salon Chains: 1. Luxury & mid-segment 2. Large net&or# in 'ier-1 cities 3. (entrali)ed corporate structure Independent Salons: 1. Luxury & mid-segment 2. Niche consumer base 3. Prime locations. example: G. .!- "loc# !ar#et$ %elhi

2 1

Dist#i% tion Channels & Retaile#s

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go 0toMarket Strategy

 *naly)ing the &ays o1 promoting a pro1essional product by the hair stylist

# " !

6nderstanding a&areness o1 the 4air-stylist about the pro1essional brands

*naly)ing the interaction o1 the 4air-stylist &ith the 5isiting customers 3tudy o1 ser5ices pro5ided by the brand to the hair stylist &hich comprises o1: 1. 'raining 3essions 2. no&ledge about their Pro1essional Products 3tudy o1 association o1 a brand &ith the salon - "ene1its & Limitations

2 1

2nteraction &ith 3alon !anager & 4air stylist

Define the Market

Field St d'- Salon (isit Market Analysis Key Learnings

Competitive Forces

Salons (isited Go 0toMarket Strategy

Define the Market

Market Analysis

Key Learnings

Competitive Forces

Go 0toMarket Strategy

C sto"e# S #)e'
7nline sur5ey &as conducted 2,. responses &ere recei5ed (are1ully selected sample

1 2

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings DEMOGRA*+Y

Competitive Forces

Go 0toMarket Strategy

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings

Competitive Forces

Go 0toMarket Strategy

CONSUMER (ISITING FRE,UENCY

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings $RAND A-ARENESS

Competitive Forces

Go 0toMarket Strategy

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings

Competitive Forces

Go 0toMarket Strategy

CONSUMER $UYING *REFERENCES

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings

Competitive Forces

Go 0toMarket Strategy

CONSUMER EX*ENDITURE *ATTERN

345 M#C3 D4 /4# P-.F.- T4 SP.6D 46 A SAL46 78S8T9

Define the Market

$ & %

Market Analysis
) 1 2

Key Learnings

Competitive Forces

Go 0toMarket Strategy

CONSUMER $RAND .OYA.TY

Define the Market

Market Analysis

Key Learnings 2n1erences %ra&n

Competitive Forces

Go 0toMarket Strategy

3alon 5isit 1
4air-stylist /an in1luence the brand-choice o1 a consumer

7nline 3ur5ey 1
!ost o1 the sur5eyed people 5isit a salon once a month

2
21 training is pro5ided by the brand$ then the hair-stylist can promote the product

2
!ost o1 them &ere inclined to&ards a5erage range salons$ & are mostly brand loyal

no&ledge sessions about the pro1essional products helps the hair-stylist in con5incing the customer

!ost o1 them don8t li#e to spend more than 9s. ,.. on a salon 5isit

!
!ost o1 the salons pre1erred to #eep L8oreal because o1 its a&areness amongst consumers

!
*lmost all &ere a&are about L8oreal as a brand &here as '2G2 is relati5ely un#no&n

"
6nli#e 2ndi5idual salons$ association o1 a particular brand &ith the premium salon chains$ is decided by the top management

"
!ost o1 them don8t buy anything 1rom salons or i1 they do$ then they do it once e5ery 3-/ months

Define the Market

Market Analysis

Key Learnings
Potential .ntrants
e-commerce +e!sites like $>Am+ay &>S ave? %>T-.Semme

Competitive Forces

Go 0toMarket Strategy

-=ran"s sol" thro gh

S ppliers
-=ran"-loyalty -Alrea"y esta!lishe" portfolio of premi m pro" cts of other !ran"s

8n" stry Competitors

-L :oreal -5ella -Sch+or;kopf Matri<

= yers
-Less visitors to premi m salons -Preference to lo+ en" pro" cts -#na+areness to+ar"s T8G8 as a !ran"

S !stit tes
--etail pro" cts @ home care pro" cts from esta!lishe" !ran"s -Ay rve"ic Pro" cts

Define the Market

Market Analysis

Key Learnings

Competitive Forces
$ & % ) 1

Go 0toMarket Strategy

Marketing Mi$ Mo%el

Pro%&ct

Price

Place

2' S- 1actor 1'(e%)ea%

-5ash @ care*S+ampoo , con%itioner-Styling*C&rl spray , cream. gels. )air sprays. ser&m/s. straig+tening cream -= for Men * Gel. 0a$. Grooming cream. T+ickening S+ampoo , Con%itioner--epair @ 6o rishment *S+ampoo , Con%itioner moist&re spray-Color Protection * Color s+ampoo , con%itioner. Color )air 2il-Smoothing * S+ampoo , Con%itioner. Ser&m -Shine * S+ampoo , Con%itioner-Styling * Sprays , 3a$-

Promotio n

1'Salon -)ig+ 4n% - Average

Define the Market

Market Analysis

Key Learnings
Marketing Mi$ Mo%el

Competitive Forces
$ & % ) 1

Go 0toMarket Strategy

Pro%&ct

Price

Place

Promoti on

*#i/e
1
(ompetiti5e pricing *s per 1ield 5isit the pricing port1olio o1 the products range 1rom 9s. :.. to 9s. 12,. 7nline sur5ey depicts that consumers aged bet&een 2.-2+ yrs. don8t pre1er to spend much on the pro1essional products

*#o"otions
3mall Promo-pac#s can be distributed to salons at the entry le5el

Prices of the Professional pro" cts from T8G8 sho l" range from -s> 1''--s> $''' " ring the entry phase @ s !seA ently as the !ran" ! il"s? other high en" pro" cts can !e la nche"

1 2

5hile approaching a salon T8G8 can "istri! te small promo packs to them for trial p rpose

Define the Market

College Campaig nsPoster =oyB Girl 3 nt A&%ition s Select Goo% faces Style t+em Perform P+oto s+oots Make t+em faces for all5n%ia6 7egiona l A%s

Market Analysis

Key Learnings
Setting pa +e!site
C&stomer 0ill 8e a8le to vis&ali9e %ifferent +airstyles s&iting t+eir nee%s

Competitive Forces
$ & % ) 1

Go 0toMarket Strategy

CREATING A $U00
Sponsor College Fashion sho+s Promotio nal .vents in Malls Ask t+e visitors for a %emo
7eal time styling
Provi%e t+e participant s 0it+ a promo pack of T5G5 pro%&cts

Sche" le meet- ps sing

+++>meet p> com

Selling Disco nt Co ponB Co"es

Provi"ing 8nternshi ps to st "ents from top =-schools

T+is 0o&l% +elp T5G5 to get ;&ote% in t+e placement 8roc+&re , +ence 0ill 8e notice% across all in%&stries

Styling t+e Mo%els

)ire cele8rities for appearanc es for s&c+ events 0+o attract ma$im&m participatio n

:sing snap%ea l'com , gro&pon 'com

Define the Market

Market Analysis

Key Learnings

Competitive Forces
$ & % ) 1

Go 0toMarket Strategy

TARGETING +AIRSTY.IST

Keeping T+e )air-Stylist e$cite% , engage%

Provi%e fre;&ent Training 8y T5G5 e%&cation team

4%&cating t+e stylist on T5G5 pro%&cts , Tec+nology

Con%&cting Competitions across Pan 5n%ia for t+e stylists. similar to <Master C+ef 5n%ia=

4nco&raging )air-stylists to create t+eir o0n styles , sen% it to T5G5' 3inning participants 0ill 8e feat&re% on T5G5 pro%&cts

Define the Market

Market Analysis

Key Learnings

Competitive Forces
$ & % ) 1

Go 0toMarket Strategy

TARGETING SA.ONS

Targeting )ig+ 4n% to Average Salons

>o Promotions on Salon Levels is %one 8y ot+er 8ran%s so T5G5 can grasp t+is opport&nity

-Provi%ing 8etter %eals to t+e Salon' -Provi%ing t+e managers 0it+ a Toll free n&m8er to facilitate t+e imme%iate %elivery of T5G5 pro%&ct to salon'

Tie ?&ps 0it+ Salons in !Star an% "Star +otel '

Tie-&ps 0it+ 4$press )airc&t Salons present in malls so t+at T5G5 pro%&cts are 0ell notice%'

Than1 Yo