STRATEGIES USED BY SHAMPOO INDUSTRIES TO PANETTRATE IN RURAL MARKET
Presentation given to
Prof: Saket kushwaha
Presented By.Mr. Mahesh kumar
Did you know, that the word Shampoo is derived from the
Hindi word “Champi”.
Remember Johnny Walker’s famous song - Meri
Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil
The British loved the massage so much, they started
calling Champi as Shampoo
Evolution of Shampoo in India
HUL undisputed leader from the early 90’s
Sunsilk launched in 1964 ( General Shampoo platform )
Clinic Plus launched in 1971 ( Family, health shampoo platform )
Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo)
Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty
platform ) with Sachet
• HLL Goes rural with Sachet
• Clinic Active launched in 1991 ( with Pro Vitamin B - health
• Sunsilk re-positioned and re-launched in 1994 ( Nutracare) –
Pink for dry hair, yellow for normal hair, green for oily hair and black
for long hair
Geographic segmentation is based on regional variables such as region,
climate, population density, and population growth rate.
Behavioral segmentation is based on variables such as usage rate and
patterns, price sensitivity, brand loyalty, and benefits sought.
Shampoo market is segmented on benefit platforms
• Cosmetic ( shine, health, strength )
• Anti - Dandruff
Hair Shampoos and Conditioners are targeted a
• Upper middle class
• Now, also middle class and house wives
• Upper class rural consumers
• Teenagers - they are the major segment
Differentiating products on the basis of different hair types.
• The shampoo market in India was estimated at Rs. 21.41 billion per
annum as on February 2011,
• Growing annually at a rate of 14.5 percent.
• The market is dominated by India's largest fast moving consumer
goods company, Hindustan Unilever Ltd. (HUL), and one of the
world's largest consumer goods companies, Procter & Gamble
CavinKare Pvt. Ltd. (CavinKare) and Dabur India Ltd. (Dabur) are
other significant players in this highly competitive market.
• Herbal product-Suitable for dry to normal hair and
contains extra conditioner and soya protien.
• Henna product-Suitable for dull to normal hair and it
enriches with green extract and conditioning.
• Anti Dandruff Product-It fights dandruff providing care
for hair and with nourishment and moisturization.
• Price changes with monopolistic nature of business.
• Different segment has its own pricing standard.
• All India 14%
• Urban 40%
• Rural 10%
• Various promotional offers like giving extra
quantity at same price, Buy one get one free.
• Endorsing film stars.
• Personal selling
• Free sample distribution
The top Shampoo brands
• Clinic Plus
• Dabur Vatika
Anti Dandruff Shampoo’s
• Clear anti dandruff
• Head and Shoulders
• Pantene anti dandruff
Low per capita income
Low per capita consumption
Less awareness (50% Indians wash their hairs with toilet
Wrong notions (chemicals in shampoo are harmful )
Most of the rural areas are still untouched
It can be said that promotional activities made huge impact on
increase in sales of the product, so companies want to enhance the
promotional activities to attract most of the customers.
Mostly consumers purchasing sachets in daily basis and bottles are
consumed in weekly and monthly basis.
The media used for the promotional activities are print media like
magazine (size-wise, audience-wise and geography-wise) and
Newspaper (display advertisements and pamphlet advertisements)
and also promoting through television.
Today’s generation mostly spends time on television so it is one of
the best media to attract the younger generation.