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 35-45, 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

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ICP Evaluation

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Nazia- 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 - Ayesha

When I buy a Hair Color, I want to be able to easily color my hair at home which is natural & safe to use, so that I maintain a youthful appearance without spoiling my hair

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JTBD - Sana

When i buy a Hair Color, I want to be easily color my hair at home which is easy to apply and safe to use with no harmful chemicals 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 Ayesha

Experiment 2: Paid Ad Strategy for Sana

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

Ayesha: 35 Yrs, Looking for easy, safe hair colors, currently using Henna/ Herbal Powders, want to look youthful

Current Pain Point with existing products : She is aware that it has a lot of chemicals, so might not be safe

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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 2: Paid Ad Strategy for Sana

Sana:

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JTBD - Sana

When i buy a Hair Color, I want to be easily color my hair at home which is easy to apply and safe to use with no harmful chemicals so that I maintain a youthful appearance without compromising on my faith

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

Pian Points with existing solution: Color inconsistency, Extremely Cumbersome

Barrier to Purchase other Brands : Compromising on Faith , safety

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Key challenge: I am aware we cant target our TG through religion filter, 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

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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 Program Design

Name: Color Credits

Every Eligible customer will be given a max of 10 invites with Codes.

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Defining Milestones:

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Milestone 1: Amazing Browns

Every Customer who refers a minimum of 2 friends get an Instant cashback of 25% of their last purchase

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Milestone 2: Bigtime Burgundy

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If a minimum of 1 of their friends shop from Iba,

1.The referee gets a color credit of 5% of their friends purchase value. If their referrals have purchased for Rs.800, They get Rs.40 as Color Credits, This recurs month on month.

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2.If more than 2 friends start purchasing in the same month, the color credits is given on the highest bill between the 2. But at 7.5% of the Value.  This can be redeemed every month

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Milestone 3:Crazy Colors

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If their referrals purchase exceeds Rs.5,000 in a year (all referrals put together)

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The Referer gets a series of goodies at the end of the year.

A. A travel Bag

B.Any Limited Edition Kits of their choice.

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Milestone 4: Defining Highlights

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If the referrals purchase exceeds Rs.20,000 in a year , The Referer is eligible to  get a all paid trip to Umrah (If TG) or Singapore. This is based on a leaderboard.

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Discovering Color Credits

Here is the user flow of Hair Color customers

Product Page where customers add to cart

Add to cart - Proceed to checkout

Proceed to Payment

Post Payment

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How will Hair color customers discover this program

1.We will define the eligible cohort - Customers who have bought hair colors more than twice

2.We will launch the program through Whatsapp communication and they can discover during their purchase as well (the customer who is purchasing the second time)

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Discovery: We will have this messaging in the post payment section.

Bring in 2 friends defined as - Getting the new User Information from our referrer

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Touch point 1: Post

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Touch Point 2: Whatsapp message to the referrer

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Touch Point 3: Emailer

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How will the referrals send the link to their potential friends.

A. Whatsapp

B. Here is the message Draft

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Post 2 referrals join, this is the emailer and whatsapp message to referrals.

Emailer Post Cashback

Whatsapp

Landing Page Designs

1.People who have an invite sent be the referrer click and land here

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2.People who clicked the referral tab but not a part of the club -the benefits of becoming a member will be mentioned on the second scroll

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3.Dashboard for referrals

.............................................................................................End of Project...............................................................................................

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