Let us build a D2C brand live on this newsletter
By Shabareesh Shetty
This newsletter is inspired by the amazing conversation between Kishore Biyani, the man behind BigBazaar and other top brands, and Pratham Mittal, the founder of Master’s Union
TL;DR: We will see Kishore Biyani, along with Pratham Mittal, laying out the detailed plan of building a hair styling spray brand, defining the product positioning for India-1, pricing, as well as the brand ambassadors of the product, and also how to do the first launch through quick commerce.
Here is a task for you: share a detailed lesson that you have learned from this newsletter. It shows how interested you are and what your potential is in building a brand.
So let us dive into the D2C product breakdown by Kishore Biyani
1. Product Selection
Niche Selection: Beauty and Personal Care
Niching Down: Hair, Reason: The number of brands built around it
Niching one more step down: Hairstyling product for men, Reason: Lesser competition, targeting the obsession of men about hair.
Form Factor Product: Hairstyling Spray for Men
Targeted Customers: Only India-1, Reason: 74% percent of the consumer product is consumed by India-1. It is not about targeting masses; it is about targeting purchasing power.
India-1 are those people who have a domestic helper for their home
Product quantity: 150-200 ML, Reason: It is a styling product, and it is a reasonable quantity for that category.
Product Pricing: Rs. 295, Reason: Not keeping it cheap as it is targeted for India-1, not pricing it too high, as it is for recurring consumption.
Product Primary Color: Black, Reason: It closely represents the product
2. Brand positioning
Brand Ambassador: Aaryan Khan, Reason: He is in trend, gives a bad boy vibe, and also the product suits his personality.
Alternate Ambassadors: BeerBiceps, Samay Raina, and so on. Reason: They are too trendy at the moment and can be positioned to capture the youth population.
Brand Identity: Changing your look according to the occasion or multiple times. Reason: The younger generation is obsessed with multiple personalities.
Brand Campaign: Boys will be boys
Age Category: 18-45 Years
3. Implementation and Distribution
Formulation: This can be done through research using AI easily.
Advertisement: Aryan Khan with different hairstyles and different woman everytime.
Payments: Instead of paying to the celebrities, give them equities of the company.
Distribution: Starting with Quick Commerce, Reason: Though quick commerce will give you a smaller margin, the distribution process will be too fast, and market capture will be easy because of it.
D2C Distribution: Sell a gift pack of 3. Reason: It is difficult to sell a product in D2C, so make it a gift product to make it interesting.
Conclusion:
This time, I leave this to you. Conclude what you learnt, what you plan to do, and how you plan to do it, and it is your responsibility to make it successful
Keep building yourself every day!
P.S.: Now, I need to know what lessons you have learnt from this D2C product brand? DM me
This post was originally published on https://shabareeshnewsletter.beehiiv.com