Presentation given to Prof: Kamal Gupta Given By: Mohammad Zishan Mallick Rachna Pradip Sahoo Manisha
Shampoos Did you know, that the word Shampoo is derived from the Hindi word “Champi”. Remember Johnny Walker’s famous song - MeriJaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish. The British loved the massage so much, they started calling Champi as Shampoo
Evolution of Shampoo in India HUL 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 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
Geographic segmentationGeographic segmentation is based on regional variables such as region,climate, population density, and population growth rate.
Behavioral segmentationBehavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought.Shampoo market is segmented on benefit platforms Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal
Target MarketHair Shampoos and Conditioners are targeted a Upper middle class Now, also middle class and house wives Upper class rural consumers Teenagers - they are the major segment
Product Differentiation Differentiating products on the basis of different hair types. Black shine Bouncy volume Silky strength Natural nourishment
Market information The shampoo market in India was estimated at Rs. 21.41 billion per annum as on February 2011, Growing annually at a rate of 14.5 percent. The market is dominated by Indias largest fast moving consumer goods company, Hindustan Unilever Ltd. (HUL), and one of the worlds largest consumer goods companies, Procter & Gamble Company (P&G) CavinKare Pvt. Ltd. (CavinKare) and Dabur India Ltd. (Dabur) are other significant players in this highly competitive market.
4PsProduct Herbal product-Suitable for dry to normal hair and contains extra conditioner and soya protien. Henna product-Suitable for dull to normal hair and it enriches with green extract and conditioning. Anti Dandruff Product-It fights dandruff providing care for hair and with nourishment and moisturization.
4PsPrice Price changes with monopolistic nature of business. Different segment has its own pricing standard.Place All India 14% Urban 40% Rural 10%
4PsPromotion Various promotional offers like giving extra quantity at same price, Buy one get one free. Endorsing film stars. Personal selling Free sample distribution
The top Shampoo brands Normal Shampoo’s • Clinic Plus • Sunsilk • Chik Herbal Shampoo’s • Himalaya • Dabur Vatika • Nyle Anti Dandruff Shampoo’s • Clear anti dandruff • Head and Shoulders • Pantene anti dandruff
Hurdles Low per capita income Low per capita consumption Less awareness (50% Indians wash their hairs with toilet soap) Wrong notions (chemicals in shampoo are harmful ) Less promotion Most of the rural areas are still untouched
Conclusion It can be said that promotional activities made huge impact on increase in sales of the product, so companies want to enhance the promotional activities to attract most of the customers. Mostly consumers purchasing sachets in daily basis and bottles are consumed in weekly and monthly basis. The media used for the promotional activities are print media like magazine (size-wise, audience-wise and geography-wise) and Newspaper (display advertisements and pamphlet advertisements) and also promoting through television. Today’s generation mostly spends time on television so it is one of the best media to attract the younger generation.