Sagar

In: Computers and Technology

Submitted By nishm10
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Pages 7
Study of the Competitive Strategies in Indian Hair Colour Industry

EXECUTIVE SUMMARY
The project has been prepared after an in-depth study of hair colour industry keeping in mind the objective of exploring and scrutinizing the various competitive strategies being adopted by various giant players and several indigenous brands. The hair colour industry in India is a relative smaller subset of the entire cosmetic industry which is oriented towards providing various beauty and skin care products. The hair colour industry represents the group of firms that offer products or a class of products used for colouring hair that are close substitutes for one another.
India being an emerging market for hair colour products and with the introduction of several foreign brands such as L’Oreal, Wella, Schwarzkopf, etc along with some indigenous brands, the Indian hair colour market constitutes a differentiated oligopoly market where one can find products ranging from Godrej and Black Rose kali mehndi to L’Oreal professional series varying in terms of quality, features, styling, product price and customer satisfaction. OBJECTIVES

1. To identify and enlist the various interlinked and potential competitors in the Indian hair colour industry.
2. To analyse and evaluate the various competitive strategies being adopted by the competitors.
3. To determine the effectiveness of the adopted competitive strategies via consumer responses.

History
Godrej was one of the early pioneers in the hair colourants category. It launched its first hair colour brand – Godrej Liquid Hair Dye – in the
1970s. Used in those days with some degree of hesitation, it did become a category leader and laid the foundation for the market-to-come.
In keeping with market developments, Godrej added to its portfolio in 1981 by developing and launching a hair dye in powder form.While
this…...

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