Brand Overview

Iba is a Halal certified, Vegan cosmetics and a Personal care brand from the house of Believe. Iba in India is available in D2C, Market Places and Offline and does a annual revenue of 30 Crores. Approx. 75% of the revenue come from online channels. 3 categories generate 70% of the revenue online. Lipsticks, Makeup kit and Hair Colors. Out of this Hair Color which is the 3rd highest generator of revenue brings in 15% of the online business.

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For this Project, I will be taking Hair Color as the category for Acquiring new customers.

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Understanding the Product

Iba's Henna Hair Color is a safe to use Hair color. This is Vegan and Halal Certified. Henna Plays a huge role in the TG's life when it comes to faith. The Product is safe and has no harmful chemicals, this is a natural, safe to use product with no Ammonia and also has goodness of Soy proteins. It is available in 4 shades - Dark Brown, Light Brown, Coal and Burgundy. This Hair color is easy to apply (30 minutes) and is long lasting (4-6 weeks). Gives 100% Coverage and is available at a attractive price point of Rs.199. This is available in Powder Format

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Understanding the Competition:

Henna Hair color is a very unorganised market. While there are a few brands, there is a lot of room to play.

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Nat Habit (Henna) is the biggest seller in Amazon with 3.6 Crores Monthly (Helium10) and Iba ranks third with 22 Lakhs in Amazon. There is a huge gap between 1 & 3. Iba with Halal, Vegan, No Harmful chemicals credentials has a potential to own this space.

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Understanding the User - Overall

Surveyed 20 Consumers. Who have bought Iba Hair color more than once

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1.Most of our customers fall in the age group of 35-44, followed by 24-35. 85% of the consumers are female

2.More than half of the consumers are home makers

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3.More than 36% of the consumers colour their hair once in 3 weeks which is the industry standard, They use Iba's hair color regularly and not just on occasions

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4.More then 50% of them spend their time in Insta, Followed by YT

5.Source of Business: Henna,Powder Hair colour and Kali Mehendi

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6.Factors they consider while choosing a hair colour. Top 3 is Safety, Ease and Coverage.

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Ideal Consumer Profile - 1

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ICP Evaluation

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ICP 1 - Adoption Curve is tough because they wouldnt mind trying a creme hair colour. They would look for fashion shades. while 2 and 3 is not that tough.

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Calculating TAM, SAM, SOM

External Research

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The Market that we will be playing is "Herbal Powders" this includes Henna+Ingredients. Source: Euromonitor - Market Size and Subcategory sizes percentage taken from GCPL Investor presentation 2018

Today we are at 0.3% of the total market size. If we achieve to 1% over the year we are looking at a business size of 13 cr in one category that Iba operates

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Bottom Up Approach

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Core Value Proposition

Iba Henna Based Hair Colors - Safe, Easy to Apply Hair colors with 100% Gray Coverage

Designing Acquisition Channels

JTBD - ICP 2

When my Grey hair starts appearing, I want to easily color my hair at home which is easy and safe to use, so that I maintain a youthful appearance without spoiling my hair

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JTBD - ICP 3

When my grey hair starts appearing, I want to easily color my hair at home which is easy and safe to use so that I maintain a youthful appearance without compromising on my faith

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Experiments

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Experiment 1: Paid Ad Strategy for ICP2

Experiment 2: Paid Ad Strategy for ICP3

Experiment 3: Referral Program for Hair Colors

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Experiment 1:

CAC: Rs.400

LTV: 320 x 1 x 6 = 1920

CAC: LTV

400 : 1920

1 : 5

ICP 2: 35-44 Years, Looking for easy, safe hair colors, currently using Henna/ Herbal Powders

Campaign Framework

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Marketing Pitch and Creative Execution

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I have created the ads keeping in mind the problem statement of the ICP, Through these ads the outcome is to seed in the doubt of their existing hair colors and switch to Iba. The creatives arent as good looking as it should be, But can give this as directions to the design team.

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Experiment 3: Referral Program for Hair Color

Brag worthy Thing about the Product: Iba Henna Hair color is the safest easy to use natural hair color

Platform Currency: Money + Access + Fame

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Iba Hair Colour ------- Free Color Credits ------ Access to Limited Edition Collection on Cosmetics------Trip to Umrah/ Singapore

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Who will you ask for referral: Any customer who has bought our hair color more than twice are eligible for this referral program, If a customer is buying the hair color for the third time this means they like our hair color - so they become eligible for this program. Last year there were more than 5K customers who Bought Hair colors more than twice .

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Referral Design.pdf

Experiment 2: Paid Ad Strategy for ICP3

ICP 3:

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JTBD - ICP 3

When my grey hair starts appearing, I want to easily color my hair at home which is easy and safe to use so that I maintain a youthful appearance without compromising on my faith

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ICP 3: Source of Business is from Home Made or Unorganised henna players

Pian Points: Color inconsistency, Extremely Cumbersome

Barrier to Purchase other Brands : Compromising on Faith

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Key challenge: I am aware we cant target our TG through religion filer, So I am using surrogates, Most of Ibas audiences are muslims so creating look alike audiences uploading our customers as well.

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Marketing Pitch & Execution

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The Idea behind the last 2 ads is that I have used the cues of Islam in design, Assuming it will give a high CTR amongst TG

End of all three exeperiment designs. Looking forward for great feedback.

Ps: I am not a designer so i have just demonstrated the idea and tried my hands on design.

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