Section 3. Competitor Assessment

The biggest competitor for Grass Roots hair company is Pattern Beauty. Pattern Beauty is a business started by actress Tracee Ellis Ross, Daughter of Diana Ross and celebrity actress, entrepreneur, and activist. She has a strong personal and celebrity following which helped to launch her business and create brand loyalty. She is an advocate for natural hair and black beauty. Pattern Beauty has been in business for 4 years. Pattern Beauty has a line of 9 natural hair products and a couple of specialized hair tools.

Advertising plan

Pattern Beautys advertising plan is to use social media marketing campaigns. Ross took full control of her marketing strategy, which consisted of a mobile-only campaign (Garrett, 2019). She even invited 35 influential beauty editors to her home to show how her products worked, by using them on herself as a marketing campaign.

Price

Pattern Beauty is priced well compared to other brands that sell hair care products for curly to tightly textured hair. They believe in accessible pricing because everyone should have access to their most beautiful hair in their own shower (Petrarca, 2019). The pricing of these products are done relatively well and as an added bonus are for products larger than the average product sizes. Although the pricing is supposed to be accessible, it is still on the higher side of accessible.

Distribution

Pattern Beauty does direct to consumer distribution from its personal website as well as selling in Beauty stores Ulta Beauty and Sephora as well as the Target national chain.

Section 4. Marketing Plan

Products and Services

Grass Roots Hair Company will focus on three different categories of hair care goods. The first category will be the tools which we plan to launch to set our company apart from others. Our tools will include a blow dryer, hair dryer and flat iron that have been reimagined specifically for curly, coiled, and other textured hair. The next category will be products that will include rich and sustainable products like shampoos, conditioners, heat protectants, oils, masks as well as other styling products. The last category of focus is hair care supplies, this would include products like combs, brushes shower caps and hair wraps and ties.

Pricing

The pricing for the Grass Roots Hair Company will price products that allow quality, sustainability, and accessibility for people of color. Most products being priced with a gross profit margin of 55% or more. The range of pricing for our hair care goods being $6 to $50.

Distribution

In a 2-phase process Grass Roots Hair company plans to ship direct to consumers initially and then to expand to specialty stores and hyper markets for a convenience factor, something needed and missing for our target consumers.

Promotion

The Grass Roots Hair Company plans to take full advantage of all social media outlets to build a successful marketing campaign. We plan to not only advertise on social platforms but to also post content on our own social media pages. We will also seek subscribers to drive loyalty to our website. Grass Roots will also pay for a firm to make sure the marketing mix of media is working for us.

According to the above sections of this business plan proposal, is it in line? Why?