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Mumbai, Sept 24: : In an effort to promote its ‘Bajaj’ Almond Drops Vitamin Hair Oil with 100 per cent more Vitamin E, Bajaj Consumer Care Ltd is all set to expand its market presence from 60 to 100 towns within a year. It is also in the process of converting specific retail outlets into its showcase for enhancing the brand visibility of ‘Bajaj’ hair oil, Bajaj Consumer Care Ltd vice-president (marketing) Hemant Mishra told FE.
On the company’s new plans, Mr Mishra said, “as part of the strategy, we will penetrate those towns which contribute around 60 per cent to our overall sales turnover.”
As part of its distribution strategy, the company is also planning to beef up its existing number of retailers from 4 lakh to 5.5 lakh this year. At present, the company’s direct distribution activities cater to around 1,600 towns.
In order to meet the target, the company has recently launched a Re 1 hair oil sachet, a 20 ml hair oil bottle priced at Rs 8.50 and a 50 ml bottle priced at Rs 16. “We are planning to adopt a similar marketing route to promote our economy range of hair oil products,” he added.
According to Market Search India Pvt Ltd CEO Sundar Rajan, “through the new communication strategy, Bajaj Consumer has for the first time made a niche attempt to take on mass products like coconut hair oil and this initiative should provide Bajaj with good results. However, the rural market will prove to be a challenge compared to the urban market.”
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