- Independence from external resources
- Increased perception of active lifestyle and self-attractiveness
- Heavy investments in the research of shampoos
- Stable population growth and other demographic indicators
Increased perception of active lifestyle and self-attractiveness-The target audience of this dry shampoo mainly consists of 18 to 40 aged women, who belong to the middle-class, live in the urban areas, care about their attractiveness and, most importantly, use an active and busy lifestyle. In hurry, some people, often women who have long hair, hesitate to wash their head, as it's too much time consuming, that’s why they might find our product as very handy.
Independence from external resources-Unlike ordinary shampoos, Novitas does not use water, which is key factor and inseparable part of shampoo. And if water is bad or even worse, there is no water, there is no use of ordinary shampoo. So, in a condition when you have limited resources of water, or lack of it’s quality, the only thing you can do is usage of our product!
Heavy investments in the research of shampoos-In the world where water becomes not just ordinary demand, but valuable commodity, especially in rural locations, and other unfavorable, poor locations like Africa, deserts and etc. P&G makes heavy investments in developing shampoo that will use minimal amounts of water, will be cheap and available for those who cannot afford a shampoo in scarce of some resources including money. NASA, ESA and other big organizations are making deep research in finding ways to be clean and not use traditional methods, these researches are needed for astronauts in space, soldiers and others, who have very small amount of resources with them available.
After possible success of such research and development programs, it opens great opportunities for differentiation of our product. New researches can give the market something new, innovative and very useful, which we can offer and produce to the wide audience.
Stable population growth – as in EAC, the population is headed upwards in last 5 years and predicted to be maintained in closest future, we are expecting constant consumer audience including main customers of our product : women, which are always outgrowing population of men, especially in EAC region.
Life expectancy is also growing, hitting an average of 70 years, which can increase the range and population that can be our customers.
Poverty level decreased to 2.5% compared to 8.2% in 2009, which again, indicates that more of population can afford our product.