India shampoo industry


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India shampoo industry

  1. 1. Indian Shampoo Industry<br />Presented By:<br />SachinRathi(2010111)<br />NIILM-CMS( G.Noida)<br />IAE – POITIERS(France)<br />
  2. 2. Evolution Of Shampoo in India<br />HLL undisputed leader from the early 90’s<br />Sunsilk launched in 1964 (General Shampoo platform)<br />Clinic Plus launched in 1971(Family, health shampoo platform)<br />Clinic All Clear launched in 1987(Therapeutic AD Shampoo)<br />Sunsilk re-launched in 1987 - Shampoo + Conditioner (Beauty platform) with Sachet SKU<br />HLL Goes rural with Sachet<br />Clinic Active launched in 1991(with Pro Vitamin B - health platform)<br />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<br />
  3. 3. Market share in Indian shampoo industry <br />
  4. 4. Top three Brands<br />Clinic Plus<br /> Head & Shoulders<br />Chik<br />
  5. 5. Various shampoo products<br />
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  7. 7. Problem faced by shampoo companies<br />Frequency of shampoo usage is very low mostly used once or twice in a week.<br />Per Capita consumption of Shampoo in India - 13 ml , Indonesia - 160 ml, Thailand - 330 ml.<br />Consumers use natural products like henna and shikakai.<br />Very large people use ordinary toilet soap to wash hair.<br />Perception of chemical contents in shampoo.<br />
  8. 8. Shampoo market is segmented on benefit platforms<br />Cosmetic(shine,health,strength,long hair)<br />Anti-Dandruff<br />Herbal<br />
  9. 9. Rural market for shampoo<br />70% of population live in rural India.<br />More than 50% FMCG sales comes from rural markets.<br />90% sales comes in form of sachets of Rs 1-3.<br />Increasing brand awareness and income.<br />Special focus of FMCG companies in rural india.<br />
  10. 10. Clinic plus<br />Target customer- Young girls typically between 8-14.<br />Influencer- Mother.<br />Benefits – Strong and long hair.<br />
  11. 11. Ads of clinic plus<br />Chulbuli – A animated series on internet.<br />
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  14. 14. Head and Shoulders<br />Target segment- Both male and female between 18-44 suffering from dandruff.<br />Celebrity used in ad- Kareenakapoor and Saifali khan.<br />Influencer -Expert (dermatologist) or celebrity.<br />Benefits – Dandruff free healthy hair.<br />
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  17. 17. Chik Shampoo <br />Target segment – Semi-urban , rural women age between 18-44.<br />Influencer – Mother, friends.<br />Benefits – Soft and beautiful hair for long time.<br />
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  20. 20. Overview of shampoos/conditioners advertising on TV during 2008<br />   <br />53 per cent rise in TV ad volumes of 'shampoos/conditioners' category during 2008 compared to 2007.<br />'HUL' leads in advertising of 'shampoos/conditioners' brands on TV during 2008.<br />'Superia Maxi Protect Shampoo' was the top new brand of 'shampoos/conditioners' category that advertised the most on TV during 2008.<br />'SushmitaSen' leads in celebrity endorsement of 'shampoos/conditioners' brands on TV during 2008.<br />
  21. 21. Shampoos/Conditioners category advertising on TV during 2009<br />TV advertising of Shampoos/Conditioners category has seen rise of 17 per cent during 2009 compared to 2008.<br />Hindustan Unilever Ltd (HUL) leads in advertising of Shampoo/Conditioner brands on TV during 2009.<br />Clinic All Clear Tech Soft and Clinic Plus Strong & Long shampoo brands of HUL occupied the top two positions among the new Shampoo/Conditioner brands advertised on TV during 2009.<br />Katrina Kaif was the top celebrity in endorsing Shampoo/Conditioner brands on TV during 2009.<br />
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  23. 23. 'Shampoos/Conditioners' category advertising on TV during 2010<br />TV advertising of 'Shampoos/Conditioners' category has seen rise of 49 per cent during Jan-Oct '10 compared to Jan-Oct '09.<br />'HUL' leads in advertising of 'Shampoo/Conditioner' brands on TV during Jan-Oct '10.<br />'Dove Intense Damage Therapy' and 'Head Shoulder Itchy Scalp' shampoo brands occupied the top 2 positions among the new 'Shampoo/Conditioner' brands advertised on TV during Jan-Oct '10.<br />'Katrina Kaif' was the top celebrity in endorsing 'Shampoo/Conditioner' brands on TV during Jan-Oct '10.<br />
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  31. 31. Segmentation of Shampoo Market<br />Shampoo market is segmented on three benefit Segment such as:<br /><ul><li>Cosmetic(shine, strength & lustre): Sunsilk, Pantene, clinic Plus , chik
  32. 32. Anti -Dandruff: clinic all clear , Head & shoulders
  33. 33. Herbal-Vatika , Nyle & Meera</li></li></ul><li>Target of Shampoo Market<br />Hair Shampoos are targeted at<br /><ul><li> Upper middle class
  34. 34. Now, also middle class and house wives
  35. 35. Upper class rural consumers
  36. 36. Teenagers - they are the major segment</li></li></ul><li>Prospects of Shampoo Mass Market<br />In mid 1997, per capita consumption of Shampoo increased<br />Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share<br />P & G launched its Internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine ( ZPT ) - a unique anti-microbial agent. There were 2 variants - regular and menthol<br />Sachet sale became 40 % of all shampoo consumption in the country<br />Expected Average growth over the next few yrs - 25 %<br />AD segment is the fastest growing segment, growing at 10 - 12 % every year.<br />H & S growing at 15 - 20 % every year.<br />
  37. 37. Concepts Of Consumer Behaviour used in Shampoo Mass Market<br />Classifying customer : Market Segmentation & Marketing Mix<br /> Consumer Research Process : Qualitative & Quantitative Research<br /> Personality & Brand<br /> Brand endorsers<br /> Impersonal & Interpersonal Communications<br />