Navratna Marketing Analysis

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Measuring Effectiveness of Promotional NRO growth and Navratna almond cool category analysis

By

Mayank Wahal

June, 2015

Measuring Effectiveness of Promotional NRO growth and Navratna almond cool category analysis

By

Mayank Wahal

Under the guidance of

Mr. Abhijan Roy Dr. Rakesh K. Singh
Asst. Brand Manager Associate Professor
Emami Ltd. IMT, Ghaziabad

June, 2015

Appendix 4

Certificate of Approval

The following Summer Project Report titled "Measuring Effectiveness of Promotional NRO growth and Navratna almond cool category analysis" is hereby approved as a certified study in management carried out and presented in a manner satisfactory to warrant
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Navratna has successfully created a niche segment and is a leading brand in cool hair oil. But, it has been often criticized due to its strong smell and burning sensation. In addition with increasing pollution people are getting vary of applying different hair products due to fear of damage and tend to stick to one single product. Company has positioned Navratna as a mass product, so it has a huge target market and that is complemented with its strong marketing campaign with Amitabh Bachan and Shahruk Khan and wide BTL activities during summer season.
Navratna with is its powerful marketing strategy, has done well over the years with steady increase in sales, especially in eastern and southern states. But, the same in not true for western states especially Rajasthan, despite being one of the hottest states has low sales of cool oil compared to other
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8% of FMCG market); of that hair care market, close to 50% is commanded by hair oils. In past few years hair care industry has seen a tremendous growth rate of about 14%; hair oil market has grown by 19%.
Hair oiling is an age old Indian habit in both urban and rural areas. This has led to huge penetration which is almost 87% at all India level. Today we can see rise of light hair oils and medicinal hair oils been accepted in rural markets and where-as in urban market many premium brands like Dove Elixir are been introduced. Overall average pricing has increase from Rs. 22.25 per 100ml to nearly Rs. 40 per 100 ml according to IMRB trade report.
General hair oil perception and expectation from hair oil is to provide nourishment, strength hair, reducing hair problems like hair fall; in addition many use it simply for head massage purpose or hair styling. Too bring together these qualities many different hair oil have been introduced with different base oil; most famous of there has been coconut based hair oil (Parachute), other majorly used bases are Almond, Amla, Ayurvedic ingredients. New light hair oil contains herbal proteins as base and medical oil hair oil contain medicinal herbs as base. Hair oil market is mainly segmented on the basis of the base of hair oil, below flow chart shows the major segments in hair oil

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