Shimmer Hair Care Products

“Let Your Hair Shine Naturally With Shimmer”

Introduction
About Us
Shimmer Hair Care Products is a new hair care brand in the market. Our products are hair
shampoo, hair conditioner and hair oil. The products are totally chemical free. The ingredients
which are used are totally organic and hygienic.

Product/Service
Shimmer Hair Care Products are producing Shimmer Organic Shampoo which will consists
of 5 different products- Repair and Protect Shampoo, Smooth and Sleek Shampoo, Curl
Perfection Shampoo, Anti-Breakage Shampoo and Anti Dandruff Shampoo ; Shimmer Organic
Conditioner which consists of 4 products- Daily Moisture Renewal Conditioner, Repair and
Protect Conditioner, Curl Perfection Conditioner and Aqualight Conditioner; Shimmer
Organic Hair Oil which consists of 4 products- Shimmer Advanced Hair Oil, Shimmer Jasmine
Hair oil, Shimmer Therapy Hair Oil and Shimmer Styling Hair Oil. All of the products will be
available in 90ml, 180ml and 350ml of bottles.

Mission
All products of Shimmer Hair Care Products are totally organic and made of hygienic and
natural ingredients. Usually the competitors in the market offer hair products with harmful and
cheap chemical. But most of the ingredients of our products will be organic and natural. So our
mission is to give the customers side-effect free, anti-damage products which will not harm the
customers’ hair and will help to give them natural, shiny and beautiful hair. This will cost the
consumers a bit higher but Shimmer Hair Care Products is going to give them the best hair
products. Another mission of our company is to build a good relationship with the customer. If
our customers are happy with our products, we will eventually have greater profit

Operation
We have no physical outlets. We are the producers.

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Marketing Strategy

Segmentation:
We will segment our market into four categories. We will divide our market into geographic
segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation.

1. Geographic Segmentation: As we are starting a new business, we will mainly target two cities of
Bangladesh. The capital, Dhaka and the second most populated city Chittagong.

 Population density: Our main target is the urban people. Hair care products are not very
popular in rural areas as their lifestyles are different.
 Cities: Our main target is the urban people in Dhaka, Sylhet and Chittagong.
 Climate: Our country has a subtropical monsoon climate. We will make our product in
such a way that people can use those in every season. But we get a cold weather during
October to February. People experience dandruff problem during winter the most. So
we will specially offer dandruff free shampoo during this season.

2. Demographic Segmentation: We will divide our market into groups based on age, gender and
income.

 Gender: There must be different types of hair care products for men and women. We
will target women. Because women are more concern about their hair than men are.
 Age: We will introduce our hair care products for mainly 15 age and above women.
 Income: High income people are mainly our target. Because we will make our shampoo
and conditioner chemical free as possible. We will make our shampoo and conditioner
with organic ingredients which is very expensive. Our main ingredient will be coco
glycoside which is pretty expensive.

3. Psychographic Segmentation:

 Social Class: We will target upper class and semi upper class people for our business.

4. Behavioral Segmentation:

 Benefit Segmentation: Different women need different hair care. So we have decided to
offer Shimmer Repair and Protect Shampoo, Shimmer Smooth and Sleek Shampoo,
Shimmer Curl Perfection Shampoo, Shimmer Anti-Breakage Shampoo, Shimmer Daily
Moisture Renewal Conditioner, Shimmer Repair and Protect Conditioner, Shimmer Curl

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 Perfection Conditioner, Shimmer Aqua light Conditioner, Shimmer Advanced Hair Oil,
Shimmer Jasmine Hair Oil, Shimmer Therapy Hair Oil, Shimmer Styling Hair Oil.

Targeting:
For our target marketing strategy, we have chosen differentiated marketing. We will target
different market segments and design separate offer for each market. We have decided to serve two
cities in Bangladesh. Dhaka and Chittagong. In these cities, we will target mainly the upper class and
semi upper class people. Our target market is mainly women. We will target women and girls aged from
15 years old and above. We will also offer “Shimmer Dandruff free Shampoo” during the winter as
people face dandruff problem in this season the most.

Again we will offer different shampoo, conditioner and oil for different types of hair. Some women want
hair products to straighten hair, some women want hair products for stronger hair. So we are offering
different shampoo, conditioner and oil. We will offer four kinds of shampoo, oil and conditioner. We
have decided to serve the upper class and semi upper class people of urban area mainly. As our business
grows, we will offer more products to the middle class and rural people.

Differentiation:
Our main business target is to satisfy our customer and build a good and profitable relation with
them. We will try to deliver more customer value than our competitors. Thus we will gain competitive
advantage. If you ask our company, “What is the difference between you and the other hair care
product companies in the market?” Our answer is, we try to build a good customer-seller relationship,
and we focus on customer satisfaction. And the unique feature of our products is, they are made of
organic ingredients. We must use some basic chemicals to produce shampoo, conditioner and oil. For
example, Ammonium Chloride, Ammonium lauryl sulfate and Glycol.

But we will avoid the harmful chemicals like Sodium Lauryl Sulfate (SLS), Polyethylene Glycol,
Formaldehyde and alcohol. Rather than using these harmful chemicals, we will use natural and organic
ingredients like Shea Butter, Aloe Vera, Coconut oil, Jojoba Extract, Avocado, and Castor seed oil etc.
Most of our competitors use cheap and harmful chemicals for producing the products. But we will make
our product organic and natural and different from the others. Because we care about our customers.
We want to satisfy them with our product and thus build a good relation with them.

Positioning:
We will try to create a good impression and unique perception in a customer’s mind. As
Shimmer Hair Care Products are built with natural and organic ingredients, it will create a different
perception in a customer’s mind. As most of the hair care products in the market is built with harmful
chemicals, we will attract our customers by the natural and organic products of Shimmer Hair Products.
Again, it is very important to build a good relationship with the customers. We will train our employees
and encourage them to maintain a good relationship with the customers. All these things will help us to
create a good image in our customer’s mind and thus we will gain competitive advantage.

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SWOT Analysis

STRENGTHS:

1.  As a new domestic company, it will get more attention to the stakeholders and investors.

2. Innovative product offering containing hair shining natural ingredients and black hair friendly
formula.

3. The production is done without testing out any chemical on animals. Most of the contents
are low in toxins, which makes these Eco-friendly and organic.

4. The products are launched inside the city initially targeting the upper -middle class
consumers. So, the distribution channel is smaller and more manageable and scopes to grow
stronger.

5. The price is not too high and within reach of the mass population through online which
would have a competitive advantage over other similar local brands. 

6. As it is very new in the market, the systems and technologies used are better upgraded than
other companies’, the effort to put the brand in a higher level would have lead the firm have
immense fund and higher involvement in R&D. 

WEAKNESS:

1. Discontenting consumer loyalty as it is a newbie, many users do not want to switch from
their best matches of hair products to a new one. People have a general tendency to stick to
the same product line for a longer period of time.

2. Strong competition in the hair care market hence lower market share. Many stockholders
would be reluctant to buy Shimmer Company’s share due to perplexity of its market growth
and increase in profits. 

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3. Higher R&D and other raw material costs could escalate the prices easily if cheaper options
and resources are unavailable and which also needs to be of a decent quality.

4. The existing brands are at a higher profit margin and the new company would have to face an
aggressive competition from those entities.

5. Limited consumer networking as those with zero/ minimum access to internet would be out
of the target market. It leads to lesser amount of sales.

6. Shimmer Hair Co. have no acknowledged brand value in the market. In order to establish a
stable image the company expands its promotion activities which again creates a barrier to
enter the market; as high set up costs.

7. Despite using quality ingredients and maintaining international standard of cosmetics, the
firm itself is not strong enough to operate or spread throughout the country let alone other
continents/ countries. Limitation of operating and remaining as a domestic brand further
degrades the brand value when compared to high quality products.

OPPORTUNITIES:

1. Extended product range - shampoo, conditioner, and oil might stretch out to serum, spray,
balm etc. Even it can be ranged at categorized product line according to hair types or weather
conditions.

2. The company is grown locally, so it has more community / local consumer behavior pattern
which is an advantage to the firm compared to other foreign brands. As a newcomer, it is more
concerned as well informed about local demands and requests.

3. Increased purchasing power of the middle class gives out higher expectation toward an
increased sales and profit margin; after crossing the introductory stage in the market. Large
population number is the most essential resource working in favor for Shimmer, which means a
bigger number of customers.

4. The ingredients are mostly produced and purchased locally, ensuring the quality would
remain unchangeable thus no fear of defective/degraded product. Can compete effectively
from the first day with other cheap local brands by being cruelty free and recycled.

5. By elevated marketing and advertising strategy, the brand can expand its operation and
share value by teaming up with an existing popular hair salon/ hair industry. 

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THREATS:

1. There are foreign brands already with more recommendation from clients and competing
with those firms act as major threats to the home grown company.

2. Also local substitute labels are present to face Shimmer a fierce competition in the hair care
market. 

3. Not all of the chemicals can be produced or purchased from the locality. Some of them have
to be imported and in this case tax imposed by the government on supply of imported raw
materials would work as a threat to the limited budget of the company.

4. Very few brands are there in the local market to compete with Shimmer, which is a big threat
to other products which are yet planned to be launched.

Marketing Mix

Product

Hair care products are commonly and frequently used by almost everyone. Most of the
consumers of our country use foreign hair care products. As we have very few local hair care
brands in our country, most of the market share is covered by the foreign companies such as
Pantene, Dove and Head and Shoulders and such companies are making huge profits from our
country. By conducting proficient market research we have discovered that if done properly we
can take-over the largest market share in the hair care products industry by providing equal or
even better quality at much lower price. Most of the local hair care brands uses chemicals (for
example: more concentrated form of citric acid) which does not suits the hair of all of our
consumers and it degrades the hair quality of the consumers’ hair which makes them reluctant
to buy from the local brands. However, Shimmer Hair Care Products is different from any other
local brands. Thanks to our highly skilled team in our R&D department we have managed to get
past those mistakes and also have been able to include all those quality that the foreign brands

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promises and even more. The product portfolio of Shimmer Hair Care Products includes three
main products: Shimmer Shampoo, Shimmer Conditioner and Shimmer Hair Oil.

Some Features and Description of our Products:

Commonly all our products comes in different quantities and sizes according to customer
needs.

Shimmer Organic Shampoo- Shimmer Shampoo is created to suit the need of our every
customer and so we have different shampoo with different ingredients to solve different hair
issues of our consumer accordingly. In this way we are offering our consumers choices to buy
our products according to their individual needs.
Here is the product line of Shimmer Shampoo:
(1)

Shimmer Organic Shampoo Features

Products
1. Repair and Protect Shampoo This shampoo gently cleanses while locking moisture around
each stand to repair and prevent damage.
2. Smooth and Sleek Shampoo Shampoo with Argon oil helps defying frizz and humidity for a
healthy, silky-smooth end look.
3. Curl Perfection Shampoo Shampoo with Pro-V science helps provide bounce, definition,
and nourishment for curly hair.
4. Anti-Breakage Shampoo Daily shampoo cleanses hair to reinforce it against damage and
help prevent hair fall.
5. Anti-Dandruff Shampoo Shampoo with special ingredients and minerals to clean and
fight dandruffs.

Shimmer Hair Conditioner- Shimmer Hair Conditioner complements each of our Shimmer
Shampoos to enhance and improve the hair quality of our consumers.
Here is the product line of Shimmer Conditioner:
(2)

Shimmer Organic Conditioner Features

Products
1.Daily Moisture Renewal Soak up moisture and leave hair soft, silky, and manageable with
Conditioner this Pro-V conditioner.
2. Repair and Protect Conditioner Pro-V conditioner for all hair types targets and repairs even the
most stressed and overworked hair.
3. Curl Perfection Conditioner Conditioner with Pro-V science helps leaves curly hair bouncy,
frizz-free, and shiny.

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 4. Aqualight Conditioner Paraben-free conditioner formula rinses clean for nourished,
healthy, lightweight hair.

Shimmer Organic Hair Oil- Aside from Shimmer Shampoo and Shimmer Conditioner what
makes our company very different from most other hair care companies is that we have our
own hair oil products. As most of the renowned hair companies in our country are foreign they
does not focuses on the fact that the people in Bangladesh or even in the Indian subcontinent
uses hair oil very regularly. Thus this product gives us a huge competitive advantage over the
foreign hair care companies as we provide variety of hair oil products.
Here is the product line of Shimmer Hair Oil :
(3)

Shimmer Organic Hair Oil Features

1. Shimmer Advanced Hair Oil It keeps the hair healthy and nourished and is lighter than any
other coconut hair oil.

2. Shimmer Jasmine Hair Oil It gives nourishment, has a lingering fragrance & is delivered
through a completely non-sticky format which makes it a great
post wash oil.

3. Shimmer Therapy Hair Oil A Therapy to reduce hair fall in 45 days

4. Shimmer Styling Hair Oil Shimmer styling gels & creams offer this new age consumer a
range of male grooming products

Pricing

There are three most important pricing factors that Shimmer Hair Care Products are taking into
accounts before setting our pricing strategy.

a) Fixed and Variable Costs- We calculate our total cost (fixed + variable costs) and will not
sell below that amount as profit making is one of our main goals.
b) Competitors Price- We will offer our products at a lower price than the competitors’ as
we are producing at home and are not importing from foreign countries thus we will not
have to pay any import tax or duties which will help us in charging lower prices and gain
competitive advantage over our competitors.
c) Target Market and its willingness to pay- We will conduct market research and to find
out around how much our customers are willing to pay for our product and set our
prices accordingly.

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Pricing Strategies

We will be implying multiple pricing strategies.

1) Penetration Pricing- Since we are a new company launching a new product we cannot
charge high prices from the start. So we will set low prices to increase sales and market
share, once we have captured our desired market share we will increase our prices by
adding value or through branding.
2) Competition Pricing- Shimmer Hair Care Product’s main competitors are the foreign
companies such and Dove and Pantene. These are companies who charges high prices for
their good quality products. Therefore we will be targeting to sell our products at a lower
price than our competitors to attract a greater number of consumers.
3) Cost-Based Pricing- We will set our prices based on based on our cost of production,
distribution and selling plus a minimum profitable amount will be added.

Place

The marketing mix place strategy is about how we will distribute our products to our
consumers. To ensure maximum profit we must distribute our products to our customers at the
right place and at the right time.
We will be following the Indirect Distribution process where we will be supplying our products
to the wholesaler and then on to the retailers and then to consumers. We will also do door to
door selling and will take online orders at our website.

Our Channel of Distribution:

After manufacturing our products we will make contracts with big whole selling firms in
Dhaka and Chittagong. We will supply our products to those particular wholesalers who will
then distribute to all the retailer in the nearby areas. Then the retailer will sell our products
to the customers. We will also make sure that our products are available in large shopping
malls and big departmental stores. We are also planning on setting up few of our own retail
stores at some of the most popular places in all the districts. We will have sales persons
who will go door to door with our products to convince customers to buy our products and

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 to spread our brand name. We will launch our own website through which customers can
browse our products and make online purchases through credit cards.

Promotion

promotion is one of the basic elements of marketing mix. Promotion is an important part in
product life cycle. Without promotion marketer cannot create their image to the
consumer/customer’s mind. Shimmer also know that promotion is the most important thing for
product success in market. So Shimmer has a plan to give a lot of concentration to promote
their product. Shimmer will promote their product in many ways for creating a brand value in
consumer mind and increasing the sales high. Our target consumers are urban people. So we
are targeting the following tools as our promotional media. Because almost every people of our
targeting consumer have randomly access following media.

Social media: Shimmer has plan to have their page and adds in social media. Because urban
people are so addicted on social media. Through ads and pages urban people will able to know
about our products and promotional offers of us.

Advertising: Efficient way to create a good image in consumer mind is advertising. It will
publish in the massive media. A huge number of people can know about our product and
services. Shimmer will make tvc by prominent and best add farm and also will hire good image
celebrity. We are targeting the best tvc channel of Bangladesh. Which are most famous in
urban life. Example: Somoy tv, BTV, NTV, Channel i, jamuna tv etc.

Celebrity: we live in that decade where celebrity has a high impact on society. People are are
like love and following their lifestyle. So we have a plan to hire a famous celebrity as a brand
ambassador of Shimmer.

Bill board and Print media: We have aplan to make some bill board advertisement. Which will
be located in some popular places like Dhanmondi, Motijhil, Gulshan, Bonani, New marke,
Sylhet, Khulna, Rajshahi, Rangpur, Chittagong. We will also publish print add over newspaper
and famous magazine.

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Sales promotion: We have a plan for attracting people. We will add sales promotional activities
like cash refunds on Eid, puja or pohela boishakh. We have also some offer for promotion like
“buy 250ml pack and get 90ml Shimmer conditioner free”. By giving free conditioner Shimmer
not only plan to increase our sell but also promote our other product. We also have a plan for
checking consumer’s dandruff level and giving them experts suggestion with in free of cost in
the top university, colleges and school of big cities. We will also provide free mini pack
shampoo some of them. By giving this type of service we actually want to create a place of a
good friendship in consumer mind.

Public relation: Public relation holds a significant value to the promotional strategy. It also
helps to generate desire profit. Public relation is more effective promotional activities than
advertising or any kinds of promotional activities. Because Customers believe more word of
mouth than advertising. By maintaining public relation, we can communicate with the public
and media. Through this we can also able to make a connection with our target Customers
directly or indirectly via media. with an aim to create and support a favorable image and build a
strong relationship with the Customers.

Sponsorship: Shimmer will be a sponsor of 2/3 popular events and also have a plan to be a
sponsor of Bangladesh premiere league’s team.

Sponsorship of gents and beauty parlor: We will sponsor a huge number of gents and beauty
parlors sign board. By taking sponsorship we will promote our brand. Shimmer will also provide
15% discount those who are in our sponsorship. So they will use our product and it will be a
very effective marketing for us. Besides it word of mouth will be generating in our brand favor.

Pricing strategy: There are three major pricing system. For a new established company best
option is to have a good value pricing system. Good value pricing stand between customer
value-based pricing and value added pricing. Good value pricing offers to the consumer right
combination of quality and best service at a fair price. Shimmer will go with a good value pricing
because our product is a new product and is in an industry level. Higher prices may not be
attract our target people. Because there has already a tough competition. That’s why we are

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going to charge a value which is fair for our product. Beside price we also plan to maintain
public relation and personal selling for product success.

Branding Strategy

We know there are so many hair products band in our country. But they are not able to control
the market share. By doing such market research, we can realize that, it’s a great opportunity to
prove ourselves by introducing a new brand, called “SHIMMER’. We want to see our brand at its
top position in our country. Brand is more than just name and symbol. It is a key element in the
company’s relationships with customers. Brands represent consumer’s perceptions and feelings
about a product and its performance- everything that the product means to customer .The name is
so easy to remember and so we have chosen it. As we are entering in the market as a new brand
so we want to ensure that the general people can remember our brand name easily
Our main target customers are urban people. They always look for good brands, which have
good qualities. We are promoting such kind of hair brand with good qualities. And they think
about the brand icon. So we will give importance in our brand icon. It’s an important question
why people choose our brand. They will choose our brand if we create a good customer
relationships with our customers.
We are very much concern about our product quality. We don’t use any harmful or toxic
chemicals, which will create any harm with hair.

Conclusion:
Our main target is not earning high profit rather than introducing a new brand which contains
qualitative products. Being a new firm in the products, we are promoting our services through
different promotion tools.

Recommendation:

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Public relation and position in the mind of customer is our main aim but we plan to increase our
mind on profits because without any profit it is impossible opening a new brand. So, after
getting a position in the market by providing goods and services we will concentrate on profit.

References:
(1)http://www.naturallycurly.com/curlreading/kinky-hair-type-4a/top-ten-natural-ingredients-for-your-
hair/#!slide1
(2)http://www.theepochtimes.com/n3/616834-shampoo-ingredients-you-want-to-avoid/
(3)https://en.wikipedia.org/wiki/Shampoo
(4)http://www.mbaskool.com/brandguide/fmcg/936-dabur-vatika.html
(5)http://www.mbaskool.com/brandguide/fmcg/1487-loreal.html
(6)http://pantene.com/en-us/shop-products/browse-by-type/shampoo
(7)http://pantene.com/en-us/shop-products/browse-by-type/conditioner
(8)http://www.marketing91.com/marketing-mix-parachute/

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