Super Shampooreview by A.Arputha Selvaraj
Introduction
 Suresh Venkataraman a successful marketer in
Southern part of India.
 He was Fascinated by the power of co...
FMCG Facts In India
Household Care Laundry, Soaps &
detergents, floor
cleaners etc.
Personal Care Oral care(tooth
paste/to...
Targetting segment population
Emerging INDIA
 Targetting 101.1 ( Low cost
categery with untapped
market scope )
 Want mo...
Power of “S”
 Invention of sachets
“revolutionized “ the
FMCG market.
 It opened B2C untapped
market in rural areas.
 U...
Market Leader In Hair Care
Clinic Plus; 39%
Head & Shoulder; 22%
Chik; 31%
Sunsilk; 3%Clinic All Clear; 3%Pantene; 1% Othe...
POLITICAL
1. Transportation and infrastructure
development in rural areas helps in
distribution network.
2. SEZ policies i...
STRENGHTS
1. Low operational costs
2. Established distribution networks in
both urban and rural areas.
3. Presence of well...
Product Price
Place Promotion
Packaging
Analysis of 4P’s
WHY SUPER Shampoo?
Product Price
 Super shampoo will be based
on “Shikakai”.
 Characteristics of producing
more foam.
 ...
Money money money…………………
Place Promotion
 Untapped “rural market”.
 160million households.
 Major player of economic
gr...
Success
Super
Shampoo
Sachet
Conclusion
 “Value for Money”
proposition
 Supported by distribution
penetration
 “Word-of...
Thank You
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Supershampoo's Success Review by A.Arputha Selvaraj

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Super Shampoo's Success

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Supershampoo's Success Review by A.Arputha Selvaraj

  1. 1. Super Shampooreview by A.Arputha Selvaraj
  2. 2. Introduction  Suresh Venkataraman a successful marketer in Southern part of India.  He was Fascinated by the power of consumer products in “ Rural Market”.  He decided to launch a new cosmetic product with a brand named “Super Shampoo”  He wanted to make this brand successful but with limited fund.
  3. 3. FMCG Facts In India Household Care Laundry, Soaps & detergents, floor cleaners etc. Personal Care Oral care(tooth paste/tooth powder & tooth brushes), Hair Care(hair oil, Shampoo)etc. Food & Beverages Cereals, Bakery products, tea, coffee, dairy products.
  4. 4. Targetting segment population Emerging INDIA  Targetting 101.1 ( Low cost categery with untapped market scope )  Want more for less money. Income Per Year Households (in Millions) Less than Rs 90,000 101.1 Rs 90,000-Rs 200,000 91.3 Rs 200,000-Rs Rs 500,000 10.8 Rs 500,000-Rs 1,000,000 2.4 More than Rs 1,000,000 1.2 Source: "The Marketing Whitebook," BusinessWorld, 2007-08
  5. 5. Power of “S”  Invention of sachets “revolutionized “ the FMCG market.  It opened B2C untapped market in rural areas.  Unaffordable products became affordable for common people.  Luxury comes in “Sachets”.  Reduced overall cost.
  6. 6. Market Leader In Hair Care Clinic Plus; 39% Head & Shoulder; 22% Chik; 31% Sunsilk; 3%Clinic All Clear; 3%Pantene; 1% Other; 1% Brands Used
  7. 7. POLITICAL 1. Transportation and infrastructure development in rural areas helps in distribution network. 2. SEZ policies in rural areas ECONOMICAL 1. The FMCG sector is a 4th largest sector of Indian SOCIAL 1. Rural employment 2. Volume-driven growth in rural market. 3. Major young population can increase revenue . TECHNOLOGICAL 1. Technology has been simplified and available in the industry. 2. Foreign players helps in high technological development. PEST Affecting Factors
  8. 8. STRENGHTS 1. Low operational costs 2. Established distribution networks in both urban and rural areas. 3. Presence of well-known brands in FMCG sector. WEAKNESS 1. Lower scope of investing in technology and achieving economies of scale. 2. Low exports levels 3. Counterfeit Products. OPPORTUNITIES 1. Untapped rural market 2. Rising income levels 3. Large domestic market-. 4. High consumer goods spending THREATS 1. Slowdown in rural demand 2. Tax and regulatory structure SWOT Analysis
  9. 9. Product Price Place Promotion Packaging Analysis of 4P’s
  10. 10. WHY SUPER Shampoo? Product Price  Super shampoo will be based on “Shikakai”.  Characteristics of producing more foam.  Jasmine Essence  1Rs shampoo to target lower income group.  “More for Less” Strategy.  50% more for 1Rs.  Competitive Price comparing with other brands.
  11. 11. Money money money………………… Place Promotion  Untapped “rural market”.  160million households.  Major player of economic growth.  Business of around US$ 425 million.  “Super” the name itself.  Retailers are the biggest promoters  Following “Word-Of- Mouth” Strategy.  Indirect Advertisement by others.
  12. 12. Success Super Shampoo Sachet Conclusion  “Value for Money” proposition  Supported by distribution penetration  “Word-of Mouth” publicity.  More for less strategy.  “Win-Win” situation.
  13. 13. Thank You

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