Brand Celebrity Key Differentiators Type and Price per kit No. of Name in Ads Constituents shades Permanent Colour, Contains a 3X formula 100% grey Coverage, Ceramide which – L’Oreal contains ammonia. The Aishwarya protects, Collagen Excellence pack consists of a Rs.559 10+ Rai which restores and Crème protective serum, pro-keratin which colourant, developer strengthens and conditioner. Semi-Permanent L’Oreal Targets younger colour, no ammonia, Casting Sonam consumers who want 50% grey coverage. Rs.529 10+ Crème Kapoor to get stylish, glossy The pack consists of a Gloss looking colour. colourant, developer and conditioner. Permanent Colour, contains ammonia. It Revlon Imparts luminosity to None consists of a colourant, Rs. 350 10+ Colorsilk hair. developer and conditioner. Contains the goodness Permanent Colour, Godrej of Hibiscus and Aloe 100% grey Coverage, Rs. 125 4 Renew vera contains ammonia Karishma Permanent Colour, 100% grey Coverage, Kapoor Garnier It has a nourishing contains ammonia. The cream formula and Rs.155 5 pack consists of a Naturals contains olive oil. colourant, developer and conditioner. Godrej Mild and gentle hair No ammonia Rs. 140 5 Coloursoft colour Sonakshi its key ingredient is Permanent Colour, Sinha Walnut Oil which 100% grey Coverage, helps strengthen and contains ammonia. It Streax Rs.120 17 imparts colour. It also consists of a colourant, has a Kera-Vit formula developer and which conditions hair. conditioner. Godrej Contains the Permanent Colour, No Expert Perizaad goodness of Aloe Ammonia, Rs.59 5 Rich Zorabian Protein sachets Creme *The italicized Godrej brands are not on air. Fig. 4: Key competitors in the cream hair colour segment an overview – The Communication Tasks To strengthen Godrej’s leadership position in the hair colour market in the face of new age competition by:
Brand Name Celebrity in Ads Key Differentiators Type and Constituents Price per kit No. of shades L’Oreal Excellence Crème Aishwarya Rai Contains a 3X formula – Ceramide which protects, Collagen which restores and pro-keratin which strengthens Permanent Colour, 100% grey Coverage, contains ammonia. The pack consists of a protective serum, colourant, developer and conditioner. Rs.559 10+ L’Oreal Casting Crème Gloss Sonam Kapoor Targets younger consumers who want to get stylish, glossy looking colour. Semi-Permanent colour, no ammonia, 50% grey coverage. The pack consists of a colourant, developer and conditioner. Rs.529 10+ Revlon Colorsilk None Imparts luminosity to hair. Permanent Colour, contains ammonia. It consists of a colourant, developer and conditioner. Rs. 350 10+ Godrej Renew Contains the goodness of Hibiscus and Aloe vera Permanent Colour, 100% grey Coverage, contains ammonia Rs. 125 4 Garnier Naturals Karishma Kapoor It has a nourishing cream formula and contains olive oil. Permanent Colour, 100% grey Coverage, contains ammonia. The pack consists of a colourant, developer and conditioner. Rs.155 5 Godrej Coloursoft Mild and gentle hair colour No ammonia Rs. 140 5 Streax Sonakshi Sinha its key ingredient is Walnut Oil which helps strengthen and imparts colour. It also has a Kera-Vit formula which conditions hair. Permanent Colour, 100% grey Coverage, contains ammonia. It consists of a colourant, developer and conditioner. Rs.120 17 Godrej Expert Rich Creme Perizaad Zorabian Contains the goodness of Aloe Protein Permanent Colour, No Ammonia, sachets Rs.59 5 *The italicized Godrej brands are not on air. Fig. 4: Key competitors in the cream hair colour segment – an overview The Communication Tasks To strengthen Godrej’s leadership position in the hair colour market in the face of new age competition by: