INTRODUCTION

Bio Amla Hair Shampoo is the unique formulation of 24 herbs and wild flowers, Bio Amla Hair Formula is a revolutionary, all-natural solution in the fight against hair loss. Bio Amla Hair Shampoo is made with natural ingredients that have been scientifically proven to reduce DHT production, block the androgen receptors and stimulate hair growth its regular use will Controls hair losses. Bio Amla Hair Shampoo can be used by both men and women and has no known systemic side effects. They are efficient & color safe. This shampoo cleans and conditions dry, dull and lifeless hair and protects them from hot sun, thus making your hair soft, lustrous and manageable.

EXECUTIVE SUMMARY:
Bio Amla shampoo has losing its market share for last few years. the reason for decreasing sales are its packaging which is old, intense competition , other herbal replacement shampoos, low focus on market strategy , old bio amla has using only market penetration strategy . but we have decided to introduce new bio alma shampoo with various features, like we introduce more flavors, conditioner of bio alma shampoo, new and attractive packaging, we also introduce shampoo plus conditioner and dandruff free shampoo for attracting people and make awareness among people, we have also decided that we change its market strategy we use product development strategy for increasing sales of bio amla shampoo.

CURRENT MARKETING SITUATION:

Target market
YOUNG GIRLS

Customer need Corresponding feature/benefits

Bioamla shampoo is a unique formulation of which contains 24 herbs and wild flowers.

WOMAN Men

People want clean and shinny hair so they prefer to buy bio amla shampoo. Customers want unique shampoo for every hair type.

All the ingredients in bio amla shampoo have designed to work together for maximum benefits. This shampoo cleans and condition dull, dry and lifeless hair in fact it effectively communicate brand promise.

Everyone

Mostly people want a shampoo which easily manages silky and soft hair.

It protects your hair from hot sun and making your hair soft, lustrous and manageable.

Competitor review:

Bio amla is herbal shampoo but now it has several competitors like Himalya shampoo100% herbal actives protein shampoo from Himalaya Herbals. A special blend of herbs, rich in Natural Proteins, nourishes the hair roots and prevents hair loss.

Vatika
Vatika Root Strengthening Shampoo that nourishes the hair from root to tip and helps strengthen hair, reducing hair fall. Its deep conditioning formula restores dry, damaged hair and makes it soft & silky.

Lifeboy herbal shampoo:

Lifeboy Herbal shampoo enriched with organic ingredients for everyday gives you and your family healthy, great looking hair. It nourishes, protects and brings back hairs natural protection, making it soft, glowing and healthy.

Himalya shampoo:
100% herbal actives protein shampoo from Himalaya Herbals. A special blend of herbs, rich in Natural Proteins, nourishes the hair roots and prevents hair loss.

Channel of Distribution:
Bio alma shampoo previously done their distribution by TV channels only .Because of low advertisement its sales did not increase as it should be. So thats why now we are distributing bio amla shampoo through following channels. Advertisement on internet: we have to make different pages on face book, by promoting new features and new packages of bio alma shampoo. Advertisement through bill boards: we make advertisement on every bill board to introduce new bio amla shampoo for creating awareness among people. Advertisement on every store: to make convenient the purchasing of people we should keep bio amla shampoo on every retail store or every super market. Advertisements on different beauty parlors: to create awareness among hair conscious women we will give free sample of bio amla shampoo to beauty parlors for introducing new features of shampoo.

SWOT ANALYSIS

Strength:
1: Strong brand name and image of product. 2: Companies have advanced technology and well skilled professionals. 3: The bio amla is high quality product in terms of hair protection. 4: Very good distribution in all over Pakistan in all major and small cities.

Weaknesses:
1: Sales growth decreasing. 2: Underperforming product. 3: Competitor has string promotional activities. 4: Customers are offered better alternatives by the competition. 5: No creativity

Opportunities:
1: Population expanding at a rapid rate. 2: Customer base is increasing with effective marketing. 3: Shampoo plus conditioner is another area where Bio Amla can earn huge profits.

Threats:

1: Political and economical factor. 2: High rate of competition. 3: Local and Foreign competition. 4: No variety available.

Marketing strategy
Current positioning:

Bio Amla in all these years had not changed one bit, it did not launch any new product line nor did it change the outlook of its product and it kept on targeting the same two segments. The new competitors kept on growing so reluctantly that bio amla never had a clue that what hit them.

Reposioning of bio amla shampoo

Bio Amla should have taken immediate actions against these massive firms. There should be variety available of bio amla in market like other shampoos have variety for different types of hair they produce dandruff shampoo, silky and shiny shampoo, shampoo and conditioner etc. Bio amla have to improve their packaging, it should make their packaging attractive which catch the attention of consumer so that they can urge to buy it

 Bio amla have to offer free conditioner to its consumer Bio amla have to make more advertisement through different distribution channels.

Product strategy:
Bio amla including all the features described in the earlier product review section now we will introduce some new features, 2-in-1 formulation that cleanness and conditions in one step, Making your hair silky smooth and radiant and dandruff free. Provides your hair its daily dose of proteins Lustrous and healthy It includes rich source of natural proteins, sunflower, lotus, and yarrow. Effective conditioners for hair and scalp

Pricing strategy
In past Bio Amla claims to practice value-based pricing in which the customers perception of the product price provides a starting point for developing the marketing mix of the product. The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer`s perception of its value we expect that as we are increasing the quality of bio amla so defiantly its price will be little bit high then previous bio amla if the price of previous bio amla is 200 then we increase it by 300.

Distribution strategy:
Our channel strategy is to use selective distribution marketing bio amla shampoo through well-known stores and online retailers. During the first year we will add channel partners until we have coverage in

all major markets. We will also investigate distribution through news channels like geo, express news. As people watch news mostly so it will be good idea to promote the sales through these news channels.

Marketing research:
Using research, we are identifying the specific features and benefits that our target market segment value. Feedback from market tests, surveys, and focus group will help us develop the new bio amla shampoo. We also measure and analyze customers attitude towards competing brands and products .finally we will use customer satisfaction studies to gauge market reaction.

Action program
To introduce new bio amla shampoo. Action programs we will take in the first 4 months to achieve stated objectives are as follows: January we will launch 1 lac trade sales promotion campaign and exhibit at major super market to create awareness among people February we will start print /radio/TV/ internet campaign targeting women and men the campaign will show how bio amla shampoo can protect your hair from daily wear and tear and it will give you black silky shinny hair. March we plane to roll out new national advertisement campaign this month. The radio and TV ads will show how celebrity telling their customer about features of new bio amla shampoos. We will post these videos to our websites. April we will promote new bio amla shampoo through sales promotion letters and front page of magazine.

Budget:
Total first year sales revenue for the bio amla is projected at Rs.500 million, with an average wholesale price of Rs.500 per unit and a variable cost of Rs.250 per unit for unit sale volume1000000. We anticipate a first year profit of up to Rs. 150 million. Break-even calculation indicates that the bio amla will become profitable after the sales volume exceeds 400000 which will probably be the 2nd quarter of

the year. Our break-even analysis of bio amla product assumes per-unit wholesale revenue of rs.500 per unit, variable cost of Rs.250 per unit and estimated first year fixed cost of Rs.100 million base on three assumption, the break -even calculation Rs.100,000,000/(Rs.500-Rs.250) = 400,000units.