O R G A N I C
MARKETING PLAN
PLUMGOODNESS
SHWETA ASATI
KRUTIK MEHTA
GROUP B_08 TRIPTI AGARWAL
NIKSHU.
VARUN MARATHE
SANYA AGARWAL
HAIR
O R G A N I C
Plum - an overview Lovin
2013
Birth
250+
Cities
10,000+
unassisted outlets
12
operational exclusive stores non-toxic SKUs in skin care, hair
100 % care, body care, and cosmetics
Vegan are available omnichannel.
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What we offer:
Lovin
Plum Organic Hair Care Range
03
02 We deliver
better
01 We create Modify
We listen Be informed products for
Create your and get experts better
skin and hair solutions for compatibility.
profile customized
products
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O R G A N I C
Organic Extract Lovin
Glossy Ginseng Apricot Lush Pomegranate Plush Healthy Hibiscus Voluminous Rich Rosemary
Lilies
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O R G A N I C Lovin
Our Mission
We listen to you. We create for you. We
become better for you. Work can be hard
and life is hard but dealing with your hair
problems is now not hard.
Our Tagline
" A totally organic experience "
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O R G A N I C Lovin
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O R G A N I C Lovin
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O R G A N I C SEGMENTATION Lovin
PSYCHOGRAPHIC BEHAVORIAL
DEMOGRAPHIC GEOGRAPHIC
People want a
Conscious about shampoo specific to
Gender-All Focus more on tier-1
their their hair type and a
Age-18 to 55 and 2 cities, i.e.
hair,ready to pay volumizing
Education-who completed urban areas with a high
more for valuable product that’s meant
secondary school studies market density for daily use and has
products
Income-30k+
organic ingredients
Care for environment
.
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O R G A N I C Lovin
Most Important
Purchase Drivers
Ingredients Used
Product Price
Brand Reputation
Online Presence
Organic Ingredients
Product Reviews
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O R G A N I C
Pricing Lovin
Competitive pricing strategy
Collaboration
New technology
Enhancing delivery system
Flexibility
Expansion of market segment
O R G A N I C
Competitors pricing
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Key Financial Indicators Lovin
Sales
Gross margin
Operating expenses
Inventory turnover
Fixed expenses
Variable expenses
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Cost of production
Lovin
Pocket-Friendly & Super saver
Shampoo Conditioner
Quantity Quantity
150 ml & 350ml 150 ml & 350ml
Price Price
249/- & 549/- 249/- & 549/-
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O R G A N I C
Travel-Friendly Sachets Lovin
Quantity
25 ml
Price
20/-
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O R G A N I C
Super saver Lovin
Hair Oil
Quantity
200ml
Price
449/-
Pocket-Friendly HAIR
O R G A N I C
Hair Oil Lovin
Quantity
50ml
Price
149/-
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O R G A N I C COMPETITION Lovin
Competitors -
MamaEarth, The body shop,
WOW, Soulflower, Skinkraft.
Organic Product Competitors -
Lotus Herbals, NYKAA
Naturals, Khadi Natural,
Himalaya, Kama Ayurveda
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O R G A N I C
STRENGTHS
Lovin
High-quality organic
SWOT products customized
according to the needs,
Analysis brand reputation
WEAKNESSES
More emphasis needs to be put
on increasing reach of product,
OPPORTUNITIES
Wide scale expansion across
regions and Huge market
potential
THREATS
Plenty of established players,
Economic downturn can
hamper sales
High price HAIR
O R G A N I C Lovin
Low on High on
customization Customization
Positioning
Low price
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O R G A N I C Lovin
Competitive Edge
Over Others
Create Hair Profile
Get Customised
Solutions
Modify products for
better Compatibility
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O R G A N I C Lovin
Promotional And Marketing
Strategies
Our findings about the current status of Plum: O R G A N I C
Total traffic and engagement in Aug 2022-Oct 2022: 2.955M
Bounce Rate: 60.53%
Direct 21.52%
Emails 0.09%
Referrals 1.60%
Marketing Channels overview
Social 15.03%
Organic 37.06%
Paid search 23.11%
Dislplay Ads 1.59%
AIDA Model HAIR
O R G A N I C Lovin
Awareness Desire
Educational content Content Strategy
Podcasts session with people
Reaching to potential
from NCONF influencers
Google Ad campaign Collaborate with payment apps
Instagram ads with “View Shop”
and related industry leaders.
feature
Interest Action
Video blog on website
Manage online reputation
Demo tutorials on social Media
After sales service
UTM Codes
Whatsapp marketing
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O R G A N I C Lovin
How do we ensure customers get enough information about our product:
Blogs on usage and benefits
Focusing on the target audience
by providing resourceful content
about our products and their
application.
Video tutorials on website/Youtube.
Specialised video tutorials by hair
specialists and content creators for
special knowledgeable content.
Customer care Number for direct usage details.
We have 2 telephone numbers where
customers can directly call
and get their doubts clarified.
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O R G A N I C Lovin
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O R G A N I C Lovin
Marketing
Channels
Display Ads
Email Marketing
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O R G A N I C Lovin
1) Google Display Ad
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O R G A N I C
Lovin
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O R G A N I C Lovin
Sample ad designs
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Lovin
O R G A N I C
2) Email Marketing
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Lovin
Media planning and budget allocation across all platforms:
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O R G A N I C
Distribution Lovin
Zero level Distribution channel
Online Distribution 24/7 Accessible
Reduces cost Flexibility
website
Online distribution will
We sell directly to the
Delivery mechanism is
liberate us geographically
A good business process can
customers without any
flexible to change and is not
since we will be able to be run an indefinite number
intermediaries. This helps us
rigid.
sell our products
of times. in reducing the cost by
internationally. eliminating warehousing.
Action Plan HAIR
O R G A N I C
Lovin
Goal 1 Goal 2 Goal 3
To enhance our Increase revenue Expand In Indian
product and profits. Subcontinent.
reputation.
Showcasing the Reducing production Overseas Digital
value of the product. costs. Marketing.
Direct contact with Offering sale Collab with
the customers. promotions to boost Influencers.
Act on customer sales. Print Media -
feedback. Reducing Logistics Newspaper
Cost.
O R G A N I C
THANK YOU
