0
1
Grand Project Presentation
on
A STUDY ON FACTORS INFLUENCING
FEMALE BRAND PREFERENCES FOR
SHAMPOO
Flow of Presentation
• 1. Introduction of the Shampoo Industry
• 2. Introduction about the Major Players of the Industry
•...
3
What is shampoo?
Shampoo is a hair care product primarily used to
remove the oils, dirt, skin particles and grime (dirt)...
4
TOOTHPAST
E
TOOTH
POWDER
DEODRANT
OTHER
SHAMPOO
HAIR OIL
HAIR
STYLING GEL
CONDITIONER
HAIR
COLOR
HAIR
TREATMENT
HAIR SPR...
Types of Shampoo
5
AYUSH
DABUR
VATIKA NYLE
L’OREAL
SUNSILK
CLINIC
PLUS
DOVE
FIAMA-DI-
WILLS LUX
SUPERIA
CLINIC ALL
CLEAR
P...
6
Major Players of the Industry
• Hindustan Uniliver Limited
• Cavinkare
• Indian Tobacco Company
• Dabur India Pvt. Limit...
Market share of Major Players in Indian
Shampoo Industry
7
Company 2008 2009 Change
HUL 52.5 50 -4.76
Proctor & Gamble 22....
5 Forces Analysis
Five Forces Threat Attractiveness
1. Threat from New entrant High High
2.Threat of from Substitute Low H...
9
PESTEL Analysis
Factors Attractiveness
Political /Legal High
Economical High
Social High
Technological Moderate
Environm...
Key issues
• Weak Brand Loyalty ( HUL case)
• Competition between Organic and Inorganic Shampoo
• Domestic firms giving to...
Research Design
11
Research design Descriptive research
Data collection Survey method
Research instrument Questionnaire
Sa...
Demographic Details
12
Age-group Frequency Percent
15-18 12 8.0
19-25 80 53.3
26-35 24 16.0
Above 36 34 22.7
Total 150 100...
Shampoo Usage
Respondent Frequency Percent
Uses shampoo 147 98%
Do not use shampoo 3 2%
Total 150 100 %
13
Data Analysis &...
14
Brand Name
Past Present
Frequency % Frequency %
Sunsilk 59 39.3% 23 15.3%
Pantene 51 34% 15 10%
Dove 46 30.7% 28 18.7%
...
Cross tabulation of Past & Present Shampoo Usage
15
SUNSILK PRESENT Total
NO YES
SUNSILK
PAST
NO
76 15 91
YES
51 8 59
Tota...
PANTENE PRESENT Total
NO YES 0
PANTENE
PAST
NO
90 9 99
YES
45 6 51
Total
135 15 150
In Pantene brand 6 respondents out of ...
DOVE PRESENT Total
NO YES
DOVE PAST NO
87 17 104
YES
35 11 46
Total
122 28 150
In Dove brand 11 respondents out of 46 Dove...
HEAD & SHOULDER
PRESENT Total
NO YES
H & S
PAST
NO
91 24 115
YES
31 4 35
Total
122 28 150
In Head & Shoulder brand 4 respo...
GARNIER PRESENT Total
NO YES 0
GARNIER
PAST
NO
100 13 113
YES
28 9 37
Total 128 22 150
In Garnier brand 9 respondents out ...
Rank Mean & Standard Deviation
20
Brand Name Mean Standard Deviation
Sunsilk 2.61 1.390
Pantene 2.50 1.284
Dove 3.12 1.501...
The Most Preferred Brand
21
Mean & Standard Deviation of Variables
22
Mean above 3 SD Mean below 3 SD
Reduces hair falling 3.77 1.41 Low price 2.71 1....
Cont…
Usage
• From 150 respondents 98% respondents uses shampoo.
• In the Past highest 39.3% respondents were using Sunsil...
Brand Preference Rank
Brand preference rank is highest in Dove with mean of 3.12,
2.61 in H&S and Sunsilk, 2.50 in Pantene...
25
Factors influencing Female Brand Preference
Out of 16 factors influencing brand preference for shampoo
respondents have...
Website
• www.google.co.in
• www.baapho.com
• www.slideshare.com
• www.businessstandard.com
• http://www.businesswireindia...
27
THANK
YOU……..
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Transcript of "Report on Factors affecting female brand preference on shampoo industry"

  1. 1. 1 Grand Project Presentation on A STUDY ON FACTORS INFLUENCING FEMALE BRAND PREFERENCES FOR SHAMPOO
  2. 2. Flow of Presentation • 1. Introduction of the Shampoo Industry • 2. Introduction about the Major Players of the Industry • 3. Industry Analysis • 4. Key Issue in Indian Shampoo Industry • 5. Primary Research • 6. Data Analysis And Interpretation • Reference 2
  3. 3. 3 What is shampoo? Shampoo is a hair care product primarily used to remove the oils, dirt, skin particles and grime (dirt) that gradually build-up in the hair. • Size of shampoo market in India - 2000 Cr • Growth rate of Shampoo Industry -14.7% • Sachet Sales - 70 % • About 50% of Indian use ordinary soap to wash their hair
  4. 4. 4 TOOTHPAST E TOOTH POWDER DEODRANT OTHER SHAMPOO HAIR OIL HAIR STYLING GEL CONDITIONER HAIR COLOR HAIR TREATMENT HAIR SPREY HAIR ROMOVER OTHER COLD CREAM SUNS CREAM FAIRNESS CREAM VANISHING CREAM FASH WASH FACE POWDER ANTI- AGING CREAM MOISTURE CREAM OTHER PERFUME NAIL-POLISH NAIL- REMOVER COSMETICS OTHER Source: http://www.pricegrabber.co.uk Market Classification
  5. 5. Types of Shampoo 5 AYUSH DABUR VATIKA NYLE L’OREAL SUNSILK CLINIC PLUS DOVE FIAMA-DI- WILLS LUX SUPERIA CLINIC ALL CLEAR PANTENE HEAD & SHOULDER DR. CARE ANTI-LICE, KZ, SCALP, GANOZI, OTHER Source: www.alibaba/images/shampoo/types.com
  6. 6. 6 Major Players of the Industry • Hindustan Uniliver Limited • Cavinkare • Indian Tobacco Company • Dabur India Pvt. Limited • Procter & Gamble
  7. 7. Market share of Major Players in Indian Shampoo Industry 7 Company 2008 2009 Change HUL 52.5 50 -4.76 Proctor & Gamble 22.9 23.8 +3.93 Dabur 2.3 7 +204.34 CavinKare 7.5 11.8 +57.33 ITC NA 1.5 1.5 Others 14.8 10 -32.43 Source: http://timesofindia.indiatimes.com/articlelist
  8. 8. 5 Forces Analysis Five Forces Threat Attractiveness 1. Threat from New entrant High High 2.Threat of from Substitute Low High 3. Bargaining power of Supplier. Low High 4. Bargaining power of Customers High low 5. Rivalry among existing players. High low 8
  9. 9. 9 PESTEL Analysis Factors Attractiveness Political /Legal High Economical High Social High Technological Moderate Environmental High
  10. 10. Key issues • Weak Brand Loyalty ( HUL case) • Competition between Organic and Inorganic Shampoo • Domestic firms giving tough competition to multinational companies. • Price war in the Shampoo Market • Shampoo is a biggest growth segment in the rural India. • TV advertising Up by 65% in Shampoo Market 10
  11. 11. Research Design 11 Research design Descriptive research Data collection Survey method Research instrument Questionnaire Sample size 150 Sampling method Convenience sampling Area of survey Baroda city Data Analysis SPSS software
  12. 12. Demographic Details 12 Age-group Frequency Percent 15-18 12 8.0 19-25 80 53.3 26-35 24 16.0 Above 36 34 22.7 Total 150 100.0 Age Education Frequency Percent Schooling 22 14.7 Graduation 80 53.3 Post-Graduation 44 29.3 Other 4 2.7 Total 150 100.0 Education Occupation Frequency Percent Student 92 61.3 Housewife 25 16.7 Service 30 20.0 Other 3 2.0 Total 150 100.0 Occupation
  13. 13. Shampoo Usage Respondent Frequency Percent Uses shampoo 147 98% Do not use shampoo 3 2% Total 150 100 % 13 Data Analysis & Interpretation
  14. 14. 14 Brand Name Past Present Frequency % Frequency % Sunsilk 59 39.3% 23 15.3% Pantene 51 34% 15 10% Dove 46 30.7% 28 18.7% Head & shoulder 35 23.3% 28 18.7% Garnier 37 24.7% 22 14.75 Other brands 37 24.7% 48 32% Shampoo Usage in Past & Present
  15. 15. Cross tabulation of Past & Present Shampoo Usage 15 SUNSILK PRESENT Total NO YES SUNSILK PAST NO 76 15 91 YES 51 8 59 Total 127 23 150 In Sunsilk out of 59 Sunsilk users only 8 are loyal so 13.55% are loyal to Sunsilk and 51 has switch to other brands so 86.45% are not loyal to Sunsilk brand. Sunsilk
  16. 16. PANTENE PRESENT Total NO YES 0 PANTENE PAST NO 90 9 99 YES 45 6 51 Total 135 15 150 In Pantene brand 6 respondents out of 51 Pantene users are loyal so 11.76% are loyal to Pantene and 45 has switch over to other brands so 88.23% are not loyal to Pantene brand. 16 Pantene
  17. 17. DOVE PRESENT Total NO YES DOVE PAST NO 87 17 104 YES 35 11 46 Total 122 28 150 In Dove brand 11 respondents out of 46 Dove users are loyal so 23.91% are loyal to Dove and 35 has switch to other brands so 76.08% are not loyal to Dove brand. 17 Dove
  18. 18. HEAD & SHOULDER PRESENT Total NO YES H & S PAST NO 91 24 115 YES 31 4 35 Total 122 28 150 In Head & Shoulder brand 4 respondents out of 35 Head & Shoulder users are loyal so 11.42% are loyal to Head & Shoulder and 31 has switch to other brands so 88.57% are not loyal to Head & Shoulder. 18 Head & Shoulder
  19. 19. GARNIER PRESENT Total NO YES 0 GARNIER PAST NO 100 13 113 YES 28 9 37 Total 128 22 150 In Garnier brand 9 respondents out of 37 Garnier users are loyal 24.32% are loyal to Garnier and 28 has switch to other brands so 75.67% are not loyal to Garnier. 19 Garnier
  20. 20. Rank Mean & Standard Deviation 20 Brand Name Mean Standard Deviation Sunsilk 2.61 1.390 Pantene 2.50 1.284 Dove 3.12 1.501 Head & Shoulder 2.61 1.492 Garnier 2.51 1.527
  21. 21. The Most Preferred Brand 21
  22. 22. Mean & Standard Deviation of Variables 22 Mean above 3 SD Mean below 3 SD Reduces hair falling 3.77 1.41 Low price 2.71 1.57 Enhance hair growth 3.45 1.41 Advertisement 2.61 1.53 Makes hair long 3.33 1.44 Celebrity endorsed 2.03 1.45 Makes hair bouncy 3.17 1.47 Makes hair shine 4.03 1.18 Conditioner 3.55 1.53 Suit to my hair 4.24 1.41 No side effect 3.85 1.31 Removes dandruff 3.55 1.33 Good fragrance 3.97 1.27 Different packs 3.25 1.65 Easily available 3.95 1.40 Stops split ends 3.28 1.39
  23. 23. Cont… Usage • From 150 respondents 98% respondents uses shampoo. • In the Past highest 39.3% respondents were using Sunsilk, 34% Pantene, 30.7% Dove, 23.3% H&S, 24.7% Garnier. • At Present highest 18.7% respondents are using H&S and Dove Shampoo, 15.3% Sunsilk, 10% Pantene, 14.75% Garnier. 23 Weak Brand Loyalty Brand loyalty is very low for head & shoulder, it is only 11.42%, highest brand loyalty is found Garnier with 24.32%, Sunsilk users are only 13.55% loyal to Sunsilk, 11.76% loyalty found in Pantene, 23.92% loyalty found in Dove.
  24. 24. Brand Preference Rank Brand preference rank is highest in Dove with mean of 3.12, 2.61 in H&S and Sunsilk, 2.50 in Pantene and 2.51% in Garnier. Standard deviation is lowest in 1.50 for Pantene so it found that there is difference of opinion in Pantene Shampoo. 24 Cont… The Most Preferred Brand Dove is the most preferred brand by 21% respondents while Sunsilk by 13%, H&S 14%, Garnier with 17%, Pantene is the least preferred brand by 11%.
  25. 25. 25 Factors influencing Female Brand Preference Out of 16 factors influencing brand preference for shampoo respondents have given the highest mean to the factor Suit to my hair with the mean of 4.24 while standard deviation is 1.142 which shows difference of opinion, mean to makes hair Shine and silky with 4.03, mean to Good fragrance with 3.97 and mean to Easily available with 3.95.
  26. 26. Website • www.google.co.in • www.baapho.com • www.slideshare.com • www.businessstandard.com • http://www.businesswireindia.com • http://www.cavinkare.com • www.pdfsearchengine.com • http://www.dabur.com • http://timesofindia.indiatimes.com/ • www.itcportal.com Books • Marketing management by Phillip Kotler 12th Edition • Competitive advantage by Michael porter • Marketing innovation concepts and cases by Chaturvedi 26 REFERENCE
  27. 27. 27 THANK YOU……..
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