Q.No: 3
Colour cosmetics player Modi Revlon plans to take on Garnier, the mass hair colour market leader, with the launch of its mass brand, Color N Care. While
this would be Revlon's first India-specific brand, it would also mark a detour from Revlon's premium positioning. Priced at Rs 120, Color N Care would
compete with Garnier, which commands about 75% share of the mass hair colour market, and Godrej. About 60% of the Rs 200-crore hair colour market is
dominated by mass brands priced around Rs 100. 'It is the first India-specific brand from Revlon. If it succeeds, we would like to have the brand rights to
distribute it in other markets,' said Umesh K Modi, chairman, president and CEO, Modi Group.
The Rs 150-crore Modi Revlon, a (74:26) joint venture between Modi Mundipharma and
Revlon, has hair colour brands like Colour Silk, Top Speed and Colour Stay, priced at Rs 250, Rs 375 and Rs 450 respectively. With the launch of Color n
Care, it is targeting a 15% market share in the first year. The new brand would be promoted through a mix of mass media campaigns and in-store
promotions through its beauty advisors. For Modi Revlon, about 20% of its revenue comes from the hair colour business. It has a 12% market share of the
total hair colour market.
1. Explain brand strategy of
Revlon.
2. Critically analyze
firms brand structure. What challenges you foresee for the firm?
Answers
Answer:
such long question
Explanation:
it's taking a lot of time to read
just joking
trying to give the answer.
Answer:
Brand Strategy of Revlon
The company is thinking Global, but with acting at a local level.
The Product advertising will be given a huge platform and budget, with using famous celebrities to represent the product.
They have kept a Price of Rs.120.
Focus has been given on strengthening modern retail operations.
The focus has been given on the Middle Class Segment.
There is not Much Difference between the Brand provided nationally and internationally. The focus has been providing an international brand with pocket friendly spending in India.
The Company Focused on - 3P's
Product Innovation
Pricing strategy
penetration
To increase their foothold, with hope to strengthen their position amongst the consumers.
BRAND STRUCTURE
The Firm structure is Brand centric, as it highly focus on the brand itself. The features have been presented of the brand as quintessential, focusing on cosmetic consumers and change adaptation of the brand as per the needs of those particular customers.
Different Product or colours have been introduced by the company, which means Brand Architecture. It is the way brands within a company's portfolio are related to, and differentiated from, one another.
Brand enables Customer Structure Where similar to the product structure, the different business segments at the bottom are each split into a specific customer group.
These Brand teams Designed to focus on brand equity and providing Beauty Consumer the delighting by providing international brand locally with a penetration pricing strategy.
Challenges for the firm
Quality of the product
The company has to focus on innovative packaging, suitable to local consumers.
Managing the Advertising cost.
Competitors in the market, who already acquire the large share of consumers.
Worthwhile Product.
Explanation: