STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Redesign Packaging. Make it Sleek, Reusable Packaging

Create a subscription service: replaces your hair and gives you a bonus item
each month

PRODUCT: Is our current product or service, or mix of products

and services, appropriate and suitable for the market and the
customers of today
PRICE: how do we compare to our competitors
PROMOTION: what channels do we use to promote
PLACE: where do we sell
PACKAGING: How can we improve
POSITIONING: How is Darling Kenya positioned
 PEOPLE: who is responsible for every element of sales,
marketing strategies, and activities

Relatively easy to enter Large number of

with proper resources High buyers, with many
No specialist knowledge Threat of options
needed Low switching costs:
No technology
New Entry by how to increase
protection competitors switching costs to
buyers?
May different options in

# of suppliers (raw
Low materials) High
unknown,
High
Bargaini Seems Competitive
as though Bargaini
Large number of
ng Power Rivalry
most inputs are ng Moderate
competitors,
of Constantly changing
relatively easy to Power technology,
Threat of
companies
Suppliers purchase, with many of
suppliers to choose Substitutes
are constantly
innovating
from Low switching costs
Customer Loyalty is
Many substitutes
unknown
available (electric
razors, waxing, laser
hair removal)
g slight competitive
advantage, however
new entrant Simpsons
has similar technology
Low switching costs
COMPANY COLLABORATORS
Distributors
Suppliers
alliances

CUSTOMERS COMPETITORS
market size and growth actual or potential
market segments direct or indirect
benefits customer is seeking products
motivation behind purchase positioning
retail channel market shares
buying process strengths and weaknesses of
frequency of purchase competitors
trends
TOP POINTS

LIMITED GROWTH IN INDUSTRY

LEADER IN BEAUTY HAIR CARE INDUSTRY
KENYA POPULATION: 44,037,656 50.1% WOMEN OVER HALF
UNDER 24
UNSTABLE POLITICAL ENVIRONMENT
o CORRUPTION, COUNTERFEIT MARKETS
INCREASED RATE OF URBANIZATION (4.36%)
o 24% OF PUPULATION LIVES IN URBAN AREAS
SUBSAHARAN AFRICA: 910 MILLION PEOPLE
o HAIR CARE MARKET BASED IN KENYA: $2.5 BILLION
55% DRY HAIR
45% WET HAIR
EMERGING CONUSMER CLASS= GROWTH IN DISPOSABLE
INCOME
DECREASE IN EDUCATING CONSUMERS DUE TO INTERNET
o WHAT ABOUT INCORRECT INFORMATION?
EXPANSION OF ILLEGAL MARKETS FOR BEAUTY PRODUCTS:
RISK
o HAIR MARKET MAINLY TARGETED TO CONSUMERS IN
LOW MIDDLE CLASS= PRICE IS ULTIMATE DECIDING
FACTOR, WILL PURCHASE COUNTERFEITS FOR CHEAPER

HOW DO THEY BUY?

LOW-MIDDLE CLASS: SUPERMARKETS AND OUTDOOR
MARKET
o WIDE RANGE OF AFFORDABLE MASS MARKET BRANDS
UPPER INCOME: HEALTH AND BEAUTY RETAILERS
o DIVERSE SET OF PREMIUM BRANDS
WHERE?
WEST AFRICA, 21 AFRICAN COUNTRIES AND ANOTHER 14
WORLDWIDE
o DECENTRALIZED OPERATIONS
o MAIN MANUFACTURING PLANT IN NAIROBI: 90% OF
EMPLOYEES
MARKET SHARE: 50%, DOWN FROM BEFORE
MAIN MANUFACTURER FOR EAST AFRICA
USES THOUSANDS OF DISTRIBUTORS:
o GIVES FLEXIBILITY WITH ORDERS AND CONSISTENCY
WITH ON TIME DELIVERIES

HAIR QUALITY
TYPICALLY, LAST 2-4 WEEKS, DARLING 2X LONGER THAN
COMPETITORS
o EDUCATE ABOUT THIS?
LARGE R&D DEPARTMENT: KANEKALON FIBRES: ONLY CO.
SPECIALIZED IN DRY HAIR
o VIP: KSH2000-2700
HIGHER INCOME INDIVIDUALS: 15-45
o CLASSIC: KSH1400-19000
MEDIUM TO HIGH INCOME: 15-45
o DARLING: UNKNOWN
8-60 YEARS OLD: TOO BROAD
o CELEBRITY: KSH750-1000
RURAL WOMAN
8-60

MAHMOUD SAFFIDEEN
WILLING TO TAKE RISKS BUT NOT CHANGE CONSISTENCY OF
DARLING PRODUCTS
TARGET IS ENTIRE WORLD

ECONOMY IN KENYA GROWING TOO FAST: INFLATION: DECREASE

DI:
CONSUMERS WILL PURCHASE LOWER END PRODUCTS

CONSUMERS:
GO TO HAIR CARE FIRST WHEN GOING TO GROCERY STORES
SEEN AS NECESSITIES
BRAND LOYALTY BUT ALSO PRICE SENSITIVE
HEAVILY INFLUENCED BY FASHION TRENDS: HAVE TO BE
EVOLVING
COMPETITORS

SISTER:
SLIGHTLY LOWER QUALITY, TRYING TO SECURE RIGHTS TO SELL
KANEKALON FIBRE IN AFRICA
XPRESSION: KSH700-1200
OUTRE: KSH1200-1600
SENSATIONNEL: KSH2000-3000

FASHION IDOL: BRAND OF REBECCA, LARGEST HAIR CARE

PRODUCTS AND RESEARCH IN CHINA
BEST PRODUCTION LINES AND RESEARCH CENTER FOR HAIR
FIBRE
30 COUNTRIES
2000 PRODUCTS
USE SYNTHETIC FIBRES: CHEAPER THAN KANEKALON
MOST AFFORDABLE

Case Options:

Reinvigorate Brand: improve packaging, differentiate package

lines, increasing product quality
What color packaging: keep product lines the same so
customers are not confused, but make them more visually
appealing and feminine. Blue---Light Blue. MaroonDeep
Maroon Green---Teal Unknown Darling---Golden orange
What type of packaging: 2 types, sturdier for higher lines
and a lightweight but still sleak design for lower end
products.
o Each box would also have a QR code which when
scanned would take consumers to informational videos
on Youtube showing things such as how to put in the
hairproducts for different types of hair, informing
consumers about the Kanekalon fibres, and the benefits
of choosing Darling over competitors
 o Packaging could also be made of recycled material
which would increase environmental consciousness of
company and decrease costs of packaging
Feel before purchase? Sample Ring with color coded hooks
so customers can feel difference between quality and match
with their hair
Human hair?---whole budget and 3 years: absolutely not, this
is Kenya, the price is relatively low even at the high end its
about $30, human hair would be extremely costly to
purchase and with the risk of inflation it is not likely that it
would be a huge success, which woud be a waste of 3 years
and the whole ad budget.

New Advertising Channels

Current only traditional: newspapers, banners, murals,
branded vehicles, posters and displays
Social media tv radio website?
o Social Media ambassadors: send to beauty gurus on
Youtube to review their products for their suscribers,
have Kenyan models wear the hair on their instagrams
and facebook: increase brand awareness. Also have a
website linking these channels together to make it easy
for girls all around the world to find Darling products.
o Radio ads would be a good idea especially in rural areas
to get the word out. Mostly focus on informative
commercials to differentiate from competitors.

Road Show
Only 24% in urban areas, 76% in rural
While a roadshow may sound like a good idea, what if ladies
in rural towns dont have an affinity for purchasing hair
pieces? Need to do market resreahc before wasting 800K.
Better option would be to develop partnerships with local
markets. Include informational pamphlets as well as sample
hair ring. Could even recruit local women as sales people
and introduce a concept kind of like Tupperware parties
where women gather in social settings and sell the hair
products to their friends. The women who are interested
 could come to a seminar in a popular urban city to learn
about the product in a convention type setting.
Roadshow cost $800,000: better options?

Packaging Options: sturdy cardboard box with magnetic closure

for easy storage: with one strip of hair on outside that shows you
quality. OR in each store have a sample ring with all options which
makes it easy for women to match with their hair and feel the
quality before purchasing. Include QR code on packaging which
will automatically pull up an educational video when scanned.

Invest in Wet Hair Market: 45% of Industry

Create donation programs in rural cities to increase exposure and

loyalty, Every hair piece purchase in your city, your city receives
5% of sales.

B
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Least Expensive -----------------------------------------------Most
Expensive