GODREJ EXPERT HAIR COLOUR

CASE ANALYSIS
PRESENTED
BY:
GROUP-5
ANKIT
RAHUL
BIPIN
SONAM

Godrej Hair Colours

Introduction

It launched its first hair colour brand Godrej Liquid Hair Dye in the 1970s.
In 1995, it revolutionised the market by packaging its hair dye in an economical,
easy-to-use, convenient-to-carry sachet format called Godrej Powder Hair Dye.
Its unique selling proposition put succinctly in its communication Kaato,
Gholo, Lagaalo
Product, format and price of godrej hair colour.
Product

Price

Godrej Expert Original

Rs 15 / sachet

Godrej Expert Advanced

Rs 15 / sachet

Godrej Expert Care

Rs 20 / sachet

Rs 30/ sachet
Godrej Expert Rich Crme

Rs 59 (for the kit)

Format

Powder

Powder

Powder

Cream

1.

Identifying key challenges

Godrej has still not started to cater to the Salon market.
Many of the consumers who colour their hair trust their
stylist blindly.
Perception of the consumers is that hair colours contain
harmful chemicals
Another problem in their advertisements is that it
targets only the older generation. Due to this they are
missing out the youth
Unable to obtain firm footing in the cream hair colour
format
Its strength on Godrej Expert Original is linked strongly
to the low price.
Godrej Expert is seen as a great entry point for
consumers who enter the category. However, whenever
they upgrade, they tend to switch to competing brands
such as LOreal, etc.

2. Identify key characteristics of the target consumer.

L'Oreal Professional, followed by Schwarzkopf and Wella, dominate

the professional market.

This segment has seen steady growth, predominantly in metros, since
the tier two market consumers are slower to warm up to the relatively
higher pricing of these colour services.
Currently, the top end of the hair colour market in the cream segment
is dominated by L'Oreal (60%) followed by Streax (9%).
The colour cream category is skewed towards the urban metros while
the powders are being used mostly by Tier 2 and Tier 3 cities.
Moreover, beauty no longer remains a domain restricted to women.
it has gone beyond and encompassed males who are spending more
on grooming products.

3. Key consumer insight

Positive insights
Contains
natural
colouring
agents
such
as
henna/mehendi and thus are perceived to provide a
more natural way to colour hair.
Appropriate pricing for price sensitive rural customers
The colour lock formulation and the mildly perfumed
conditioner nourished hair and made it soft and shiny.
the flagship gel innovation that took care of all the
fundamental powder format challenges non-drip, triple
conditioner, and great hair feel.
For the first time in India, in the cream based colour
segment they launched in pre-measured sachets.

CONTINUED
In the natural hair colour range - Godrej Kali

MehendiandGodrej Kesh Kalacontain natural

colouring ingredients such as mehendi and other
herbal extracts to give a natural colouring to hair
which is very healthy for hair
Negative insights
Problem faced by this sector is the perception that
most hair colorants contain harmful chemicals
that adversely affect the quality of hair in the long
run.
Whenever the consumers upgrade, they tend to
switch to competing brands such as LOreal, etc.
that are seen to have more brand sheen.

4. Identify the right positioning and right

communication message for the brand.
For better repositioning of the Godrej product it is essential to have a

better brand ambassador who the men/women look up to or want to

look like. This would attract more customers.
Godrej does well with the rural sector with the specific hair dye power
but to penetrate the urban metros major repositioning is required by
having tie-ups with High end salons/parlors.
Probably increasing the price of the product would have a superiority
value on the customers mind while buying the product.
Because the mindset of the customer is 'the more expensive the better
the quality, especially in this segment.

COMMUNICATION
MESSAGE
First of all, the brand must continue with its

current strategy of godrej expert for the 35plus age group.

Besides they could look to widening the user
base amongst youth because the youth, who
would use hair colour to make a style
statement, would also use it more frequently
The tag line that may be used is Silky Trendy
And Stylish

5. In addition to conventional channels, suggest

communications activities and activities for the brand.
Communications activities
Tie ups with salons
Launching TV commercials targeting youth customers also.
Tie ups with Beauty Contests like Miss India, Miss Asia Pacific and

fashion weeks.
Social media platforms like Facebook, twitter, instagram, etc.
Emphasizing on colour cream segment also so as to penetrate in the
metros.