REPOSITIONING OF BIO

AMLA
GROUP MEMBERS

 HafizUsama (0015)
 Abdullah Bin Zafar (0029)
 Waleed Naveed (0030)
 Hassan Ali (0032)
 TABLE OF CONTENTS
 Executive Summary
 Company Introduction (History & Profile)
 Company Focus
 Competitor review
 The issues relating to Competition
 Market analysis
 Customers Decision Process
 Positioning & Repositioning
 New product strategy
 Conclusion
 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 amla 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.
 COMPANY (INTRODUCTION
AND PROFILE)
 Forvil Cosmetics, Pakistan's leading Manufacturer & Exporter of Herbal
Cosmetics products. They have a vast & ever evolving – portfolio
comprised on various Hair and Skin Care Products, based on their unique
Herbal formulations. With an exposure & experience of 50 grand years in
the industry, Forvil Cosmetics is a name synonymous with Quality & Trust
amongst its millions of consumers all around the world.
 From a humble beginning in 1960, forvil cosmetics have now grown to an
international level with over 40 years of experience. Presently
manufacturing and exporting more than 32 well established brands to
Afghanistan, China, somalia, Mauritius and UAE.
 COMPANY FOCUS
 To gain and maintain a market leader's position in the cosmetics market
through high quality and reliable natural products.
 To keep pace with demands of a rapidly changing market through constant
research and development & investment in the training of our human
resources.
 To act as a responsible corporate citizen, taking good care of the
environment & promoting nature as the reliable source of care & cure.
 BIO AMLA HERBAL SHAMPOO
1. Bio Amla herbal Shampoo is the flagship brand of Forvil Cosmetics,
launched back in 1982.
2. It has been the most favorite & trusted Herbal.
3. Bio Amla Herbal Shampoo is Pakistan’s first Herbal Shampoo.
4. It is the product of Forvil Cosmetics which is making its products since its
launch in 1982.
5. Bio Amla has many herbs which are added in it with perfect balance.
6. It is the most favorite product of every Pakistani. Its herbal formula makes
Hair long, strong, thick and shiny.
7. It reduces the chances of Hair loss and prevents split ends. It is the best
choice for permanent dandruff treatment.
 BENEFITS OF BIO AMLA
SHAMPOO
Bio Amla Herbal Shampoo has several benefits and does not have any harmful
effect on hairs. Its few benefits are as follows:
 Makes your hair strong and healthy.
 It is the best herbal shampoo for premature Hair loss problem.
 It repairs damaged hair and strengthen roots.
 Nourishes and conditions hair.
 Best Choice for permanent Dandruff removal.
 HERBAL INGREDIENTS
 Amla (Emblica Officinnalis),
 Brahmin ( Bacopa Monniera)
 Brambhi (Herpestis Monniera)
 Bhaira (Terminalia Belerica),
 Dal Chinni (Cinnamomum Cassia Blume).
 Kapoor Kachri (Hedychium Spicatum)
 Hardh (Terminalia Chebula),
 Nagarrnotha
 Cyperus RoutundusLimm),
 Shikakai (Acacia Concinna)
 ACTIVE INGREDIENTS
 Aqua, Coco Amido
 Propyl Betaine
 Cocamide Dea
 Citric Acid
 Color D & C Green No: 6 (CI No 61565)
 Propylene Glycol
 Parfume
 Sodium Methyl Paraben
 Sodium Laureth Sulfate
 Tri ethanol amine.
 VALUE ADDITION
 The term "value added" describes the enhancement a company gives its
product or service before offering it to customers.
 It can be considered as an extra special feature added by a company or
producer to increase the value of a product or service.
 A value addition can increase either the product's price or value

Here are two main points which create value in our

brand.
CONTINUED..
Container :
The most important part for is the first look that’s why we decided to change
the bottle of the product. The old one is for old aged people. If we make the
bottle attractive the customer automatically attract towards the bottle. The new
one is more stylish.

Label:
The old label was unattractive and quiet simple. Label is the essential element
by which customer recognize the product. It contains name, logo and
description of the product. We decided to change the label to attractive our new
target market. We will make sure that we cover all the market segment.
 
TARGET MARKET
Old Market:
 House hold women.
 50%men x
 30%youth x
 20%mature woman
 Old target market is about house hold wife only which contain very less
margin market about 20% of total. So it’s may was reason of failure.
CONTINUED
New Market:
 Active people.
 Gender: Both
 Age: 14 to 45
 Occupation: All
 Income : All
 Rural/Urban: Both
 Our new reposition is about youth oriented because 60% population is
young so it is best way to maximize our market and in age between 14 to 45
is active in some activity that requires to clean our hair in routine life. To
introduce attractive and spot age bottle that attracts youth and sportsman to
our product.
 COMPETITOR REVIEW
Bio amla is herbal shampoo but now it has several competitors like Himaliya
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.
CONTINUED
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 hair’s natural protection, making it soft, glowing and healthy.

Himaliya 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.

The issues relating to Competition:

 Poor design
 Ineffective promotion
 No innovation
 MARKET ANALYSIS
(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:
5. Sales growth decreasing.
6. Underperforming product.
7. Competitor has string promotional activities.
8. Customers are offered better alternatives by the competition.
9. No creativity
CONTINUED
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:
4. Political and economical factor.
5. High rate of competition.
6. Local and Foreign competition.
CUSTOMER DECISION PROCESS
 Shampoos are regarded as Fast Moving Consumer Goods (FMCGs)which
means the buyer of Bio Amla shampoos don't think a lot while purchasing
it. Yet many external; factors help in the buyers decision process for
example any perception in the mind of buyer about the product, any
motivation through advertisements or any good or bad effect from buyers
past experiences have a Negative or a Positive effect on buyers decision.
POSITIONING AND REPOSITIONING
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.

Repositioning 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
CONTINUED
 Bio amla have to offer free conditioner to its consumer
 Bio amla have to make more advertisement through different distribution
channels
a) Bio Shampoo for Dry Hairs
b) Bio Shampoo for Natural Hairs
c) Bio Shampoo for Daily Wash
d) Bio Shampoo for Silky and Straight
e) Bio shampoo for Hair Fall
f) Bio Anti-Dandruff Shampoo.
 
CONTINUED
Benefits of various shampoo variants
 
 
 
 
 
 

It contains amla, rathey and almond oil that give lustre

 
 

Dry Hairs

 
 
 
your hairs
 
 
 

Help in balancing the hair and to give shine and healthy

 

Natural Hairs

 
 
 
look to hairs
 

Daily Wash Helps to protect your hairs from polluted environment

 
 
 
 
 
 

Silky and Straight It contains the special herbs extract and aloe Vera which
 
 
 
makes hair silky and straight
Hair Fall Guaranteed solution for hair fall
 
 
 

Anti-Dandruff Remove scalp and dandruff from hairs

CONTINUED
Benefits:
 Provides Extra Protection to Hair & lustre
 Makes Hair Healthy, Shiny & Stronger.
 Fulfils the deficiency of Proteins.
 Completely Safe for all Hair Types.
 Protects Hair against Dandruff.
 Soothes & Protects the Scalp.
 Protects Hair from UV rays and prevents greying.
 NEW PRODUCT STRATEGY
1. Product
2. Price
3. Place
4. Promotion
Product:
a) Bio Amla's main core product is that of a perfect herbal shampoo.
b) This shampoo is the first of its kind herbal shampoo, it contains different
24 herbs
c) 2-in-1 formulation that cleanness and conditions in one step,
d) Making your hair silky smooth and radiant and dandruff free.
e) Provides your hair its daily dose of proteins
f) Along with the packaging the quality of the product should be improved
 CONTINUED
PRICE:
{15%less than competators}
a) 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.

Prices of bottles & sachet:

I. Bio-Amla 100ml 80 (PKR)
II. Bio-Amla 200ml 150 (PKR)
III. Bio-Amla 400ml 260 (PKR)
IV. Sachet price 7ml rs.5 each
 CONTINUED
PLACE:
a) Bio Amla has a distinction of having the largest distribution network for
Shampoo products in Pakistan.
b) The efficiency of the network is governed by the Company’s Sales Office in
Lahore and Liaison Offices in main cities of Pakistan including Karachi,
Rawalpindi, Multan, Sukkur and Hyderabad. The International Business
department is also based in Lahore to look over the exports ranging to
various countries in Asia, Europe & Africa.
PROMOTION:
{Your hairs have already had enough}
1. The advertisement of Bio Amla follows the smile approach that is Simple
-Memorable-Interesting with relative information - Linked to Brand.
2. Distribute sample Sachets.
3. Hair wash activities at different malls and commercial areas.
4. Promotional Activities.
 CONCLUSION
 In today's very competitive marketplace a strategy that insures a consistent
approach to offering your product or service in a way that will outsell the
competition is critical. However, in concert with defining the marketing
strategy we must also have a well-defined methodology for the day to day
process of implementing it. It is of little value to have a strategy if you lack
either the resources or the expertise to implement it.