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.

1. Prepared by:
Anirban Karmakar
Arjun PR
Mahima Jhunjhunwala
S.R.Sriram

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.  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. 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. 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. HUL

20. Cavinkare