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shampoo shampoo Presentation Transcript

  • Shampoo Industry
  • 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.
  • Bibliography www.itcportal.com www.scribd.com 180.1.5.22
  • Thank You