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Shampoo Market Research


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This is basic research work done by me and my team at Ahmedabad city.

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Shampoo Market Research

  1. 1. Date: 16 th November,2009
  2. 2. Presentation contains <ul><li>Introduction of FMCG Products </li></ul><ul><li>Brief history and forecast of FMCG markets and products </li></ul><ul><li>Introduction of Shampoos products </li></ul><ul><li>Hair Care Category of India </li></ul><ul><li>Brief history of Shampoo market in India </li></ul><ul><li>Marketing mix techniques use in project </li></ul><ul><li>Market Research techniques use in project </li></ul><ul><li>Shampoo market in Ahmedabad </li></ul><ul><li>SWOR analysis of Shampoo </li></ul><ul><li>Launching new Brand </li></ul><ul><li>Work evidence </li></ul>
  3. 3. What is FMCG <ul><ul><li>FMCG means Fast moving consumers goods available in market as per the daily demand of the consumers. </li></ul></ul><ul><ul><li>It includes: </li></ul></ul><ul><ul><ul><li>Eatable items & </li></ul></ul></ul><ul><ul><ul><li>Non eatable items </li></ul></ul></ul>
  4. 4. Characteristics of FMCG -CND <ul><li>Many of these products are perishable </li></ul><ul><li>These products cater to necessities, comforts as well as luxuries </li></ul><ul><li>They meet the demands of the entire cross section of population </li></ul><ul><li>Price and income elasticity of demand varies across products and consumers . </li></ul><ul><li>Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision. </li></ul><ul><li>Run by increasingly sophisticated and highly organized groups.     </li></ul>
  5. 5. FMCG – Evolution <ul><li>1950’s-80’s – Low Investment in the sector </li></ul><ul><ul><li>Low purchasing power </li></ul></ul><ul><ul><li>Govt’s emphasis on small scale sector </li></ul></ul><ul><ul><li>HLL and other company’s urbane focus </li></ul></ul><ul><li>Post liberalization </li></ul><ul><ul><li>Entry of MNCs </li></ul></ul><ul><ul><li>Focus shifted to getting to rural consumer first </li></ul></ul><ul><ul><li>Others, like Nestle, remained with the urban population </li></ul></ul><ul><ul><li>Latest fad to hit the market is the ‘sachet’ bug. </li></ul></ul><ul><li>Mushrooming of regional brands </li></ul><ul><ul><li>Nirma enters and changes the focus to ‘Value for Money’ in the 70’s </li></ul></ul><ul><ul><li>Post liberalization, Jyothi Laboratories, ‘Ghari’ Detergent and ‘Anchor’ toothpaste giving the nation-wide brands a run for their money. </li></ul></ul>
  6. 6. Forecast 2010 <ul><li>Rural and semi-urban </li></ul><ul><ul><li>128 million population thrice the urban </li></ul></ul><ul><ul><li>Market size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR) </li></ul></ul><ul><ul><li>Increase penetration from the current less than 1% </li></ul></ul><ul><ul><li>Problems in the rural sector </li></ul></ul><ul><ul><ul><li>Low per capita disposable incomes </li></ul></ul></ul><ul><ul><ul><li>Large number of daily wage earners </li></ul></ul></ul><ul><ul><ul><li>Acute dependence on vagaries of monsoon </li></ul></ul></ul><ul><ul><ul><li>Seasonal consumption </li></ul></ul></ul><ul><ul><ul><li>Poor infrastructure – roads and power supply </li></ul></ul></ul><ul><li>Urban </li></ul><ul><ul><li>Market 16.5k to 35k Crores (Growth of 100% at 20%CAGR) </li></ul></ul><ul><ul><li>Intense competition – severe pressure on margins – Focus on newer products, such as fruit juices </li></ul></ul><ul><ul><ul><ul><ul><li>Source: Assocham Report ‘Future Prospects of FMCG’ </li></ul></ul></ul></ul></ul>
  7. 7. Hair Care Category in India <ul><li>5 main products </li></ul><ul><ul><ul><li>Shampoos </li></ul></ul></ul><ul><ul><ul><li>Styling products </li></ul></ul></ul><ul><ul><ul><li>Herbal Remedies </li></ul></ul></ul><ul><ul><ul><li>Hair Dyes / colors </li></ul></ul></ul><ul><ul><ul><li>Hair Oil </li></ul></ul></ul>
  8. 8. Shampoos <ul><li>Did you know, that the word Shampoo is derived from the Hindi word “Champi”. </li></ul><ul><li>Remember Johnny Walker’s famous song - Meri Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish. </li></ul><ul><li>The British loved the massage so much, they started calling Champi as Shampoo </li></ul>
  9. 9. Types of Shampoos
  10. 10. Top Shampoo Brands in India
  11. 11. Top companies of shampoo in India
  12. 12. Marketing Mix techniques we use in our Project
  13. 14. Market research techniques use in our project Sample Size: 40 People of Ahmedabad different areas, - 10 Women unmarried - 10 women married - 10 men unmarried - 10 men married Economy groups include: A1, A2, B1, B2, C1, C2, D1, D2, E1, E2 Malls survey: 4 malls cover Retail Outlets survey: 10 retail outlets Parlors Survey: 4 Famous Parlors (Lekme, Jawed Habbib, Oriflamme, Belleza Survey type: Fill up questioners -Door to door, interviewing, outlets research , outside etc
  14. 15. Shampoo market consumption pattern in Ahmedabad
  15. 16. Economy class vise consumption
  16. 18. Monthly Budget allocation behind shampoo and conditioner for nuclear family [4 member] ( hair products)
  17. 19. Purchase from Malls 20% Agencies a5%
  18. 20. Shampoo
  19. 21. STRENGTHS: 1. Low operational costs 2. Presence of established distribution networks in both urban and rural areas 3. Presence of well-known brands in FMCG-& there by in CND sector. 4. Increase in the income level of the consumer. 5. Availability of in many places in verity <ul><li>WEAKNESSES : </li></ul><ul><li>Lower scope of investing in technology and achieving economies of scale, especially in small sectors. </li></ul><ul><li>Low exports levels. </li></ul><ul><li>Education in rural Market. </li></ul><ul><li>Pilferage </li></ul><ul><li>So many products </li></ul><ul><li>Availability of Product in every sectors not possible </li></ul>
  20. 22. OPPORTUNITIES 1. Untapped rural market 2. Rising income levels, i.e. increase in purchasing power of consumers & increase in the demand. 3. Large domestic market- a population of over one billion. 4. Export potential 5. High consumer goods spending <ul><li>THREATS: </li></ul><ul><li>Removal of import restrictions resulting in replacing of domestic brands </li></ul><ul><li>Slowdown in rural demand </li></ul><ul><li>New entrants. </li></ul><ul><li>spurious goods and illegal foreign imports. </li></ul><ul><li>Low infrastructure. </li></ul>
  21. 24. Basic information regarding the product
  22. 25. Thank you