A dual-purpose oil and sweat absorbent tissue

LAYA

PRODUCT DESCRIPTION
Laya is a dual purpose sturdy tissue that is both oil and sweat absorbent which gives you a fresh, natural look on the go.
It contains super absorbent polymers in between the layers of normal tissue and oil blotting tissue which absorbs oil & sweat, giving you a fresh, natural look anytime, anywhere.

ABOUT THE COMPANY

Gratia A tissue manufacturing company 2004 Started operations with dry face tissues. 2008 Established itself as a quality tissue manufacturer, 2010 Launched wet face tissues 2011 Achieved a market share of 30% 2012 - Started research on oil and sweat absorbing tissues that contain super absorbent polymers. 2013 Market research for Laya.

BUSINESS MISSION
To target young women with oily skin who have a busy lifestyle and become their first choice in face tissues by providing super absorbent sturdy tissues, a panacea that absorbs both oil and sweat to help them stay fresh and get an oil free look on the go

EXISTING MARKET SITUATION

The tissue market is one of the strongest growth segments in sanitary paper products. The tissue market has expanded 2.1% annually worldwide in ten years and its is expected that it will continue to grow on a steady basis. Indian consumption of facial tissues accounts up to 5 to 7% of the whole world. The high consumption of facial tissues by Indians could be attributed to the following reasons: The tissue sector is more focused on uses away from home(corporates, hotels, colleges, etc.) Strong promotion of brands Wider variety of tissue goods available General positive attitude towards consuming and shopping

MARKET GROWTH RATE

According to the survey conducted by Euro monitor International in 2012, The total market for tissue and hygiene products grew by 18% in terms of both volume and value sales in 2011. It is expected that as the penetration of organized retail increases in years to come, the tissue market will grow at a much faster rate.

GROWTH MOMENTUM TO CONTINUE OVER THE

FORECAST PERIOD The market for tissue and hygiene products will continue to grow over the years, backed by various demographics factors, including the increasing role of women in Indian society, greater accessibility of these products to semi-urban and rural areas, and increasing affordability due to a rise in disposable income. The increasing awareness of health and hygiene are driving sales in India. The radical change in lifestyles and consumption habits of modern Indian consumers, coupled with the influence of western culture in urban areas, are also supporting growth.

COMPETITORS
The body shops tea tree blotting tissues Strengths - Brand value, Tree oil good for skin Weaknesses - Not economic, negligible fragrance, cannot absorb sweat, Tears easily, small in size Clean and clears oil absorbing sheets Strengths Cheap, Sturdy Weakness - Not easily available, cannot absorb sweat

SWOT ANALYSIS OF LAYA

Strengths Dual purpose Oil and sweat absorbent Well established as a quality tissue company Innovative technology Excellent strength and durability Weaknesses Priced higher than competitors Targeting premium users Huge investment done in R&D

SWOT ANALYSIS OF LAYA

Opportunities

Fast growing market in India Meeting the deficiencies felt by the consumers in the competing brands (does not absorb sweat, takes 2 3 sheets to absorb oil from the face)

Change in lifestyle

Threats Competitors have high brand value Competitors might replicate the innovation in Laya Initial hesitation in trying out the tissues

Women are more conscious about their looks Busier lifestyle

BUSINESS GOALS
To get an ROI of 5% in 3 years To attain a market share of 40% in oil blotting tissues within the next 5 years

POTENTIAL MARKET

Women of age 16 45 who have oily/ combination skin and the willingness to buy oil and sweat absorbent tissues

AVAILABLE MARKET

Women of age 16 45 who have oily/ combination skin and the income, access and willingness to buy oil and sweat absorbent tissues

SEGMENTATION CUSTOMER DEMOGRAPHICS

Age : 16 to 45 Have oily/combination skin Gender : Female beauty conscious Income : >30000 Premium segment, have high disposable incomes Occupation : Students / Working professionals Need to look fresh Social class : Middle and high Knowledge level : Understand the importance of skin care and looking good everyday

CUSTOMER GEOGRAPHICS

Metro cities & cities with sultry weather

(Chennai, Delhi, Hyderabad, Mumbai, Kolkata, Ahmedabad and Pune)

CUSTOMER PSYCHOGRAPHICS
Lifestyle Beauty conscious, who want to achieve a high self image Want to be self-confident, high level of individualism Want to maintain a good status in the society Have prior knowledge about face tissues At the aesthetic need level of Maslows hierarchy

BEHAVIOUR FACTORS
Usage Occasion Summer season and during travel Loyalty status Regular users of the previous tissues of same company Benefits sought Sturdy multipurpose tissues

TARGETING
TARGET MARKET

Women of age 16 28 who have oily/combination skin, want to look fresh, have the willingness and the capacity to pay

WHY THIS TARGET MARKET?

High level of interest & acceptance of the product More conscious about looks Willingness to spend on tissues Sales potential is high

WHY THIS TARGET MARKET

Women make the tissue purchase decisions for households Competitive environment is existent Cost to reach segment Low

Risk Medium, threat of substitute products Growth Rate High

Distribution channels already established Secondary data is available Primary data collection can be through surveys

MARKET DETAILS

POSITIONING STATEMENT
To young women who are conscious about their looks and have a busy lifestyle, Laya is a dual purpose sturdy tissue that absorbs oil and sweat and allows you to stay fresh while on the go more easily and reliably than the competing tissue brands.

POSITIONING

Central feature Oil and sweat absorbent

Oil Absorbent Clean and Clear Laya The body shop Green lime Sweat Absorbent

Premier

PRODUCT FEATURES
Design : Dimension (7*9cm)for ease of use, Soft silky surface finish. Durability : High Quality : High, Suitable for all skin types Environmental impact : Bio-degradable Ease of use : Easy one time use

BRANDING

Logo

Tagline Look your best to be at your best !

PACKAGING

2 packs :

Package colors according to fragrances (Rose, Jasmine and Sandal) Thick paper packing (biodegradable & reusable) Contains the ingredients & use directions Supporting element Package contains AR image which can be scanned to play a video of additional beauty tips given by experts.

30 sheets Pocket pack 90 sheets Boutique box (to be introduced later)

PACKAGING

Packaging tissues in bold designs using striking colors would help differentiate these tissues from "traditional" facial tissues sold in pastel colors and pretty boxes.

Look your best to be at your best ! Oil and Sweat absorbing sheets Gratia 30 pcs

PRICING
30 sheets pocket pack for Rs. 120 90 sheets boutique box for Rs. 350

Price is a little higher than the competitor due to the extra benefits (oil and sweat absorber and sturdy) and also in relation to the price quality association

FINANCIALS

VARIABLE COST PER PACK : Rs. 80 (2.5*30 + 5) PRICE PER PACK :Rs. 120 R&D:Rs.1,00,00,000 PATENT : 7,000 PROMOTION COST: Rs. 1,45,00,000 FIXED COST : Rs. 30,00,000 BREAK EVEN ANALYSIS: Total cost=Revenue 2,75,07,000+80X=120X X=6,87,675 PACKS.

6,87,675 packets 6,87,675 consumers which is 27% of our TARGET MARKET:24,99,895 people.

DISTRIBUTION CHANNELS
Wholesaler Channel Long wholesaler relationship since 2004 Wholesalers distribute to retailers across the country Take title to goods Handle logistics function Extensive distribution to every retail store Increase ease of access to user

PLACEMENT
Placing the product in upscale stores (Health & Glow) as well as traditional outlets(Supermarkets, mass merchandisers and discount stores) Health and glow customers are usually upper middle class people who are conscious of their self image and are keen on quality. Traditional outlets would provide easy access as there are limited no of specialty stores.

PROMOTION
TV advertisements A sophisticated woman who has to attend an urgent meeting & does not have time to go to the restroom to freshen up, pulls out a Laya tissue from her purse and dabs it on and within seconds she is ready to attend the meeting with full confidence. Layas 1 tissue challenge (Money back guarantee)

PROMOTION

The flagship promotional event of Laya

Beauty workshops involving experts providing additional tips to the users. In-store promotion will feature stand alone off-shelf displays which will increase the amount of shelf space given to the product and which will also include live demos.

Photo shoot for users (Before and after using the product in order to bring out the efficiency aspect of the product)

PROMOTION
An offer coupon in Newspapers can attract consumers to the brand for the first time and provide enough incentive to draw consumers to the product. Magazines with a high level of women readers(Femina, Womens era, Saheli) including but not limited to traditional "women's" magazines, will be used for print ads.

THANK YOU