Case study:

Colour cosmetics player Modi Revlon plans to take on Garnier, the mass hair

colour market leader, with the launch of its mass brand, Color N Care. While this

would be Revlon$$s first India$-$specific brand, it would also mark a detour from

Revlon$$s premium positioning. Priced at Rs$\mathrm{.}120,$ Color N Care would compete with

Garnier, which commands about $75\%$ share of the mass hair colour market, and

Godrej. About $60\%$ of the Rs$\mathrm{.}200$ crore hair colour market is dominated by mass

brands priced around Rs$\mathrm{.}100.$It is the first India$-$specific brand from Revlon.

If it succeeds, we would like to have the brand rights to distribute it in other

markets$,$ said Umesh K Modi, Chairman, President and CEO, Modi Group. The

Rs$\mathrm{.}150$ crore Modi Revlon, a $74$:$26$ joint venture between Modi Mundipharma and

Revlon, has hair colour brands like Colour Silk, Top Speed and Colour Stay, priced

at Rs$\mathrm{.}250,$ Rs$\mathrm{.}375$ and Rs$\mathrm{.}450$ respectively. With the launch of Color N Care, it is

targeting a $15\%$ market share in the first year. The new brand would be promoted

through a mix of mass media campaigns and in$-$store promotions through its

beauty advisors. For Modi Revlon, about $20\%$ of its revenue comes from the hair

colour business. It has a $12\%$ market share of the total hair colour market.

Questions:

a$)$ Explain brand strategy of Revlon.

b$)$ Critically analyze firms brand structure. What challenges you foresee for the

firm?