Your SlideShare is downloading. ×
Industry Shampoo
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Industry Shampoo

37,611
views

Published on

Published in: Business, Lifestyle

1 Comment
12 Likes
Statistics
Notes
  • Jogando.net/mu - 24

    Olá, venho divulgar o melhor servidor de MU on-line do
    Brasil.
    -Season 6 Ep. 3 em todos os Servers. Sendo 7 servers diferenciados proporcionando sua diversão,
    VEJA ALGUMAS NOVIDADES :
    - NOVOS KITS : DEVASTATOR e SUPREMO DIAMOND V2 com Rings e Pendat Mysthical ;
    - Novos Shields Power v3 18 opts;
    - Novas Asas, Rings e Shields JDiamonds;
    - Novas compras com troca de asas e shields para asas e shields JDiamond.
    - Conheça também o site de Animes Cloud: http://www.animescloud.com, mais de 20.000 videos online.
    E NÃO PERCA ~> 1ª Mega Maratona Jogando.net ~> MAIS DE 30 DIAS DE EVENTOS .
    ENTRE JÁ NO SITE : http://www.jogando.net/mu/ >> CADASTRE-SE E GANHE 5 DIAS DE VIP
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
37,611
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1,227
Comments
1
Likes
12
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Shampoo Industry 20.11.02 Category : FMCG Product : Shampoo
  • 2. This Presentation Covers
    • What is FMCG ?
    • Characteristics of FMCG products
    • Hair Care Category in India
    • Types of Shampoos
    • Hair Care Facts
    • Market Size
    • Awareness
    • Shampoo usage details
    • Penetration details
    • Growth in this industry
    • Evolution of shampoo as a product
    • The top brands
    • Ad Spends, and brands on the net
  • 3. What is FMCG ?
    • FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.
  • 4. FMCG Products
    • Detergents
    • Toilet soaps
    • Toothpaste
    • Shampoos
    • Creams
    • Powders
    • Food products
    • Confectioneries
    • Beverages
    • Cigarettes
  • 5. Typical Characteristics of FMCG products
    • Individual products are of small value. But, all FMCG products put together account for a significant part of the consumer’s budget
    • The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required
    • Many of these products are perishable
    • The consumer spends little time on the purchase decision. Rarely does he / she look for technical specifications ( in contrast to industrial goods )
    • Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision
    • Trial of a new product i.e brand switching is often induced by heavy advertisement, recommendations of the retailer or neighbors / friends.
  • 6. Typical Characteristics of FMCG products…contd.
    • These products cater to necessities, comforts as well as luxuries
    • They meet the demands of the entire cross section of population
    • Price and income elasticity of demand varies across products and consumers
  • 7. Hair Care Category in India
    • There are 5 main products
        • Hair Oil
        • Shampoo / Conditioners
        • Styling products
        • Herbal Remedies
        • Hair Dyes / colors
  • 8. Shampoos
    • 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 Maalish.
    • The British loved the massage so much, they started calling Champi as Shampoo
  • 9. TG for Shampoos
    • Hair Shampoos and Conditioners are targeted at
        • Upper middle class
        • Now, also middle class and house wives
        • Upper class rural consumers
        • Teenagers - they are the major segment
  • 10. Types of Shampoos
    • Shampoo market is segmented on benefit platforms
        • Cosmetic ( shine, health, strength )
        • Anti - Dandruff
        • Herbal
  • 11. Hair Care Facts
    • The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc
    • Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair
    • Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care
    • Some consumers use natural conditioning agents such as henna
    • About 50% of consumers use ordinary toilet soaps to wash their hair
    • About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair
  • 12. Hair Care Facts…contd.
    • Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance
    • Consumers attribute lathering to the act of cleaning
    • Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair
    • An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair
    • Most consumers do not use shampoo daily
    • Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits
    • Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes
  • 13. Hair Care Facts…contd.
    • In Contrast, shampoo bottles are more popular in the Northern markets
    • About 50 % of the shampoo bottles are sold in the Northern region alone
    • In the North, local brands such as Ayur have strong equities and these products being low priced dilute sachet’s USP of low price
  • 14. Shampoo market Size in India
    • Size of shampoo market - 930 Cr
    • Anti - Dandruff Shampoo - 20 % of above
    • Sachet Sales - 70 % of above
  • 15. Shampoo Awareness in India
    • Urban areas - 90 %, accounting for 80 % of shampoo sold in the country
    • Rural areas - 80 %, accounting for 20 % of shampoo sold in the country
  • 16. Shampoo Usage
    • Per Capita consumption of Shampoo in India - 13 ml
    • Per Capita consumption of Shampoo in Indonesia - 160 ml
    • Per Capita consumption of Shampoo in Thailand - 330 ml
  • 17. Shampoo Penetration in India
    • All India Shampoo - 14 %
    • Urban - 40 %
    • Rural - 10 %
  • 18. Growth in Shampoo Market
    • Average Growth over the last few yrs - > 20
    • Expected Average growth over the next few yrs - 25 %
    • AD segment is the fastest growing segment, growing at 10 - 12 % every year.
    • H & S growing at 15 - 20 % every year.
  • 19. Evolution of Shampoo in India
    • HLL 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 SKU
    • HLL Goes rural with Sachet
    • Clinic Active launched in 1991 ( with Pro Vitamin B - health platform )
    • 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
  • 20. Entry of Competition
    • Why did competition Enter India
        • Teeming millions
        • Burgeoning middle class
        • Westernized youth
        • low penetration levels
        • Huge untapped market
  • 21. New Entrants into the Market
    • P & G enters India in Nov 1995, with the world’s largest selling brand - Pantene
    • Colgate Palmolive launched Optima also in Nov 1995 ( break through in Keratin treatment )
    • Nirma launched Nirma Shampoo which went into rough weather because it also had a detergent and soap with the same name. The brand name also had low price connotations
  • 22. Shampoo Boom in India
    • In mid 1997, per capita consumption of Shampoo increased
    • Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share
    • 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
    • Sachet sale became 40 % of all shampoo consumption in the country
  • 23. HLL Dominance
    • Clinic, Sunsilk, Organics and Lux and their various brand extensions dominate the shampoo market
    • In 1998, the company re-launched Clinic and Sunsilk brands
    • Sunsilk was re-launched with Fruitamins.
    • Today HLL has a 63 % market share in the shampoo market
    • In South India, Clinic Plus and Clinic All Clear put together have a market share of about 70 %
  • 24.  
  • 25. The top Shampoo brands
    • Normal Shampoo’s
        • Clinic Plus
        • Sunsilk
        • Chik
  • 26. The top Shampoo brands
    • Herbal Shampoos
        • Ayush
        • Dabur Vatika
        • Nyle
  • 27. The top Shampoo brands
    • Anti Dandruff Shampoos
        • Clinic All Clear
        • Head and Shoulders
        • Dabur Vatika AD
  • 28. The top Shampoo brands
    • Premium Products
        • Shehnaz Hussain
        • Revlon Flex
        • L'Oreal
  • 29. The way forward
    • While toilet soaps have reached saturation, there is immense potential for penetration of shampoos into Indian households.
    • According to NCAER, Shampoo penetration is expected to grow from 314 thousand households in 1998-99, to 502 per thousand households in 2006-07.
  • 30. Ad Budgets are on the rise
    • The reasons are
      • Lot of competition in the market
      • Low penetration levels
      • High potential
      • Untapped rural market to reach to
    • There are a few brands that are already on the net
  • 31. Brands on the Net
    • Clinic All Clear
    • Sunsilk
    • Head & Shoulders
    • Pantene
  • 32. Thank You