Shampoo market


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This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.

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  • Source : Business Standard
  • Shampoo market

    1. 1. Prepared by: Anirban Karmakar Arjun PR Mahima Jhunjhunwala S.R.Sriram
    2. 2. Agenda  Shampoo Market in India  Different Companies and their Market Share  B2B Brands  B2C Brands  Both B2B and B2C Brands  Segments of Shampoo Market  Consumer Market  Comparison of 4 P’s of Cavinkare and HUL  SWOT Analysis of Cavinkare  Suggestions for the Company
    3. 3. Shampoo Market in India  The shampoo market in India has total worth of Rs. 4000 crores.  Out of this B2C has a market share of 85% and B2B has a market share of 15%.  Assumption: CavinKare and L’Oreal Professional are the two biggest brands in the B2B market and their total market share is less than 15%. Therefore, the B2B market share would be approximately 15%.
    4. 4. Different Companies and their Market Share 43% 29% 9% 7% 4%1% 7% Market Share of Different Companies HUL P&G CavinKare Dabur L'Oreal ITC Others Source: Business Standard HUL: Dove, Clinic Plus, All Clear, Ayush, Sunsilk. P&G: Head & Shoulders, Panteen, Rejoice, etc. CavinKare: Chik, Nyle, Meera. Dabur: Vatika. Loreal: Loreal Professional, Loreal Paris. ITC: Vivel, Fiama Di Wills.
    5. 5. B2B Brands Defence:  Sunsilk  Clinic Plus  Head and Shoulders Salons:  L’Oreal Professional  Tresseme  Matrix Hotels and Guest Houses:  Fiama di Wills  Pantene  Clinic Plus  Nyle  Chik  Halo  Other Local Players
    6. 6. B2C BRANDS  Dove  Head & Shoulders  Pantene  Vivel  Karthika  Other Local Players B2B & B2C BRANDS  Fiama di Wills  L’Oreal  Chik  Nyle  Clinic Plus  Sunsilk Source: Local Retailer
    7. 7. Segments of the shampoo market  Consumer market  Behavioral segmentation  Geographic segmentation  Demographic segmentation  Price segmentation  Hair needs segmentation  Pack size segmentation B2B/Institutional market  Defense  Salons  Hotels and guest houses
    8. 8. Consumer Market Behavioral segmentation  Cosmetic – Sunsilk, Panteen, Dove, Loreal, Garnier, etc.  Anti-Dandruff – Head & Shoulder, Clear Anti-Dandruff, etc.  Herbal – Nyle, Dabur Vatika, Himalaya, Karthika, Meera etc.  Medicinal – Clinic Plus. Geographic segmentation  Urban - Sunsilk, Panteen, Dove, Garnier, Matrix, Loreal, etc.  Rural – Chik, Nyle, Dabur Vatika, Clinic Plus, etc.
    9. 9. Demographic segmentation  Male – Clear Men’s Active sport and Hair fall Decrease, etc.  Female – Clear Women’s Anti Dandruff, Sunsilk, Chik, etc.  Children – Johnson’s Baby Shampoo. Price segmentation  High – Dove, Fiama Di Wills, Loreal, Matrix, etc.  Medium – Sunsilk, Head & Shoulder, Clinic All Clear, etc.  Low – Chick, Nyle, Clinic Plus, Dabur Vatika, etc.  Pack size segmentation  Sachet  Bottle
    10. 10. Hair needs segmentation  Anti – Dandruff – Head & Shoulder, Clinic All Clear, etc.  Colour Care – Dove Color Care, Loreal Paris Color Protect, etc.  Repair and Nourishment – Dove Intensive Repair, etc.  Hairfall – Tresemme Hair Fall Defence, Sunsilk Hair Fall Solution, etc.  Shine – Sunsilk Black Shine, Nyle, etc.  Anti Frizz – Loreal Paris Nutri Sleek,, Dove Frizz Control Shampoo, etc.  Volumizing – Dove Volume Boost, Loreal Paris Volume Colagen, etc.  Smooth – Tresemme Keratin Smooth, Panteen Silky Smooth, etc.  Climate Control – Dryness – Dove Dryness Care, Dove Heat Defence, etc.  Straight Hair – Sunsilk Perfect Straight, etc.
    11. 11. Product Cavinkare  Manufactures herbal products  Products focus on mainly long and strong hair.  Female oriented hair products HUL  Mostly cosmetic and also has a herbal product – Ayush.  Products focus on different attributes of hair care.  Has male variants also.
    12. 12. Price Cavinkare  Target income group: Mostly low income and middle income group  Mid segment: Nyle and Chik.  Low segment: Karthika and Meera. HUL  Target income group: Caters to all income group  Premium segment: Dove  Mid segment: Sunsilk  Low segment : Clinic Plus
    13. 13. Place Cavinkare  Mostly in Southern India  Has comparatively stronger presence in rural than urban HUL  Strong presence all over India  Has a strong presence in both rural and urban
    14. 14. Promotion Cavinkare  Advertisements mainly depict women as the consumers having long hair  Few products carry regional language labeling  Creates initiative to educate people about the usage of shampoo  Doesn’t use any celebrity HUL  Advertisements depict both men and women as the consumers  Product labeling is done in international language only  Uses celebrity endorsements for some of its brands
    15. 15. SWOT Analysis Strength  Ability to understand local market.  Strong distribution network.  Strong focus on Quality and Natural ingredients by its R&D Team.  Strong product portfolio with brands like Chik, Nyle .  Ability to cater unpenetrated Rural market by creating mass awareness.  Strong marketing team enabling it to grow out of its regional image.  With the convenience of sachet they have been able to generate enough institutional sales in hotels. Weakness  Not having worldwide or nation wide presence.  All the brands are targeting to similar consumers and it does not have a profitable portfolio as all its products are low priced products.  It does not have any product in the premium segment.  All its brands provide almost similar benefits with not much differentiation.  It does not have segments such as conditioners and serums.
    16. 16.  Opportunities  Can go for more vertical mergers so as to tap more market mostly in the Northern Zone where the reach is still weak.  Can go for more acquisition so as to increase their reach in both local and global market.  They can move into the premium segment and urban market.  They can launch other products such as conditioners and serums.  They can also launch a non-herbal shampoo and enter into the market of cosmetic shampoo.  Using their own brands in their own saloons which are ‘Green Trends’ and ‘Limelite’ help to build a better brand image.  Can focus their advertisements towards male.  Threats  More and more FMCG companies are coming to India, so company might lose market share within their strong shampoo segment.  Other FMCG companies trying to tap into the rural market and the herbal hair category.
    17. 17. Suggestions for the Company:  Launch a new product for the premium and urban segment:  It can enhance the profitability of the portfolio.  It can launch its new product in Southern India and test as it has a strong presence there.  It can hamper the image of the company as all its shampoo’s are economical and for the masses.  Launch a cosmetic shampoo:  As it has a strong presence in Southern India it can try launching a cosmetic shampoo.  It can also enhance the profitability of the portfolio as it can cater also to those people who use other cosmetic shampoo in Southern India.  It can hamper the image of the Company of being a herbal shampoo company.
    18. 18. Suggestions for the Company  Launch new products such as conditioners, hair care serums, etc:  It can also enhance the portfolio of the company.  Its users may not be ready to spend money to use additional product.  Can go for International Collaborations :  Only Nyle and Chik is made available throughout India.  As well as increase profitability.  Can launch a premium shampoo and use it in its own salons:  Help in creating better brand image.  Can create brand awareness
    19. 19. HUL
    20. 20. Cavinkare