This document analyzes sales data and online behavior for hair care products on e-commerce platforms. Some key findings include:
- Shampoo has the highest demand of the hair care categories, followed by hair oil. Demand peaks in November-January and is highest in southern states.
- Conditioner demand is highest in March-May in states like West Bengal. Loreal conditioner has the best sales.
- For hair oil, demand peaks in December-January in southern states. Parachute and WOW brands sell best.
- Mamaearth products sell most on Amazon, while engagement and loyalty programs can be improved on their website versus competitors.
- Shopper drop-off
2. 1133
1133
308
1522
9138
849
1912
422
422
83
207
2909
63
113
322
0
41
151
0
2526
456
0 1000 2000 3000 4000 5000 6000 7000 8000 9000 10000
Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant
Keratin 250 ml
Mamaearth Onion Shampoo for hair growth and hair fall control with onion oil and plant
Keratin 400 ml
Mamaearth Tea Tree Shampoo for Dandruff free hair 250 ml
WOW Anti Dandruff No Parabens & Sulphate Shampoo 300 ml
WOW Apple Cider Vinegar No Parabens & Sulphate Shampoo 300 ml
Biotique bio kelp protein shampoo 340 ml
Indulekha Bringha Anti Hair Fall Shampoo 200 ml
Offtake of Shampoos across different online channels
Nyka Flipkart Amazon
3. 172
172
83
3437
76
376
107
0
9
524
1
0
161
0
7
0
15
0
0 500 1000 1500 2000 2500 3000 3500 4000
Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 250
ml
Mamaearth Onion Conditioner for Hair Growth and Hair Fall Control with Coconut oil 400
ml
Mamaearth Tea Tree Conditioner with Tea Tree & Ginger Oil for Dandruff Free Hair 250
ml
WOW Coconut & Avocado Oil No Parabens & Sulphate Hair Conditioner 300 ml
OGX Tea Tree Mint Conditioner 385 ml
Khadi Mauri Herbal Hair Conditioner 210 ml
Offtake Of Conditioners across different online channels
Nyka Flipkart Amazon
4. 452
2
1258
749
1685
0
0
2606
756
25
269
87
563
0
4
0 500 1000 1500 2000 2500 3000
Mamaearth Onion Hair Oil for Hair Regrowth and Hair Fall Control with
Redensyl 150 ml
Mamaearth Root Restore Hair Oil for hair fall reduction 100 ml
WOW Skin Science Onion Black Seed Hair Oil 200 ml
Khadi Global Red Onion Hair Oil for Hair Growth with Argan, Jojoba,
Rosemary, Black Seed Oil in Purest Form Very Effectively Control Hair Loss
200 ml
Beardhood Onion Oil with Redensyl for Hair Growth and Anti Hairfall - 20%
Red Onion Extract, For Men & Women, Mineral Oil & Paraben Free 250 ml
Offtake of hair oil across different online channels
Nyka flipkart Amazon
5. 0
1224
1543
1324
0
4644
689
1470
16
2425
331
663
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Onion hair Serum with Onion & Biotin 100ml
Biotique Bio Mountain Ebony vitalizing serum for falling hair intensive hair growth
treatment 120 ml
Streax hair serum 100 ml
Loreal Smooth Intense Serum 100ml
Offtake of Hair Serum across different online channels
Nyka Flipkart Amazon
9. 0
20
40
60
80
100
120
hair care: Month wise comparison
0
20
40
60
80
100
120
Andamanand…
TamilNadu
Karnataka
AndhraPradesh
Telangana
Kerala
Delhi
Chhattisgarh
Goa
Puducherry
Haryana
Uttarakhand
Maharashtra
Punjab
Chandigarh
JammuandKashmir
Jharkhand
WestBengal
Odisha
Gujarat
Assam
HimachalPradesh
Manipur
UttarPradesh
Rajasthan
MadhyaPradesh
Bihar
hair care: State wise comparison
• Hair care products have high demand during November, December and January.
• Hair care products have very high demand in Andaman and relatively high demand in
south region when compared to other regions
10. Hair Oil
0
20
40
60
80
100
120
Hair oil: monthly comparison
0
20
40
60
80
100
120
Hair oil: State wise comaparison
• The demand is maximum during
December and January
• Andaman and south has maximum
demand for hair oil
• Parachute has highest demand followed
by WOW and Patanjali
0
20
40
60
80
100
120
Hair Oil: Brand Comparison
patanjali hair oil: (India) dabur hair oil: (India)
parachute hair oil: (India) mamaearth hair oil: (India)
wow hair oil: (India)
11. 0
20
40
60
80
100
120
shampoo: Statewise comparison
0
20
40
60
80
100
120
shampoo: Monthly comparison
0
20
40
60
80
100
120
Shampoo: Brandwise comparison
wow shampoo: (India) tresemme shampoo: (India)
dove shampoo: (India) mamaearth shampoo: (India)
biotique shampoo: (India)
• Delhi, Goa and Karnataka have high
shampoo demand
• Shampoo has high demand in
September, December and January
• WOW, Tresemme and dove have
highest demand in this sub category
Shampoo
12. 0
20
40
60
80
100
120
Serum: Brand comparison
streax serum: (India) matrix serum: (India)
garnier serum: (India) loreal serum: (India)
0
20
40
60
80
100
120
Serum: Monthly comparison
0
20
40
60
80
100
120
Serum: State wise comparison
Hair Serum
• Hair serum have high demand in
November and February
• Hair serum is demanded highest in
Mizoram, Puducherry and Andaman
• Loreal and streax are the highest selling
brands under this category
13. 0
20
40
60
80
100
120
Conditioner: Monthly comparison
0
20
40
60
80
100
120
Conditioner: Statewise comparison
0
20
40
60
80
100
120
Conditioner- Brand comparison
biotique conditioner: (India) tresemme conditioner: (India)
loreal conditioner: (India) dove conditioner: (India)
WOW conditioner: (India)
Hair Conditioner
• Hair conditioner has high demand during
March, April and May
• High demand in West Bengal, Andaman,
Daman, Goa and Delhi
• Loreal has the highest demand followed
by Dove and Tresemme
14. Target Group
Working females between the age group of 24-27, who have completed their
masters degree, are unmarried and live in tier 1 and tier 2 cities.
15. 1st Online Engagement funnel of Mamaearth
Consideration
Purchase
Re - Purchase
Loyalty
Awareness
Onion Shampoo and onion hair mask Ad on
facebook,Vitamin C toner ad on facebook
Tea tree shampoo & conditioner ad on
Youtube
Happy Lohri Ad on Facebook, testimonial
ad on fb for Ubtan Face wash
#WowWednesday Ad on Facebook, Flat
Rs.500 cashback on purchases of Rs.999
and above.
16. Consideration
Purchase
Re - Purchase
Loyalty
Awareness
Get 20% off on buying 4 products #Saleific
initiative on facebook, 50% off on vegan
products initiative on facebook
“For Thanksgiving pick our giftcard that can be
redeemed at the store” initiative in facebook.
The Recycle ad which says“Bring our bottles
back, we will recycle as we always
do”,”Bringbackourbottles” initiative on
facebook
Strawberry body butter jar ad, The British Rose
Body Yogurt ad on facebook
Nature inspired body mist ad, Nature inspired face
mask ad on facebook
1st Online Engagement funnel of Competitor brand
17. No Of Shoppers who bought the product
Population=3 %Population=0.42
No of shoppers who interacted with the
product
Population=10 %Population=14.28
No of Shoppers visiting the aisle
Population=30 %Population=42.85
No Of Shoppers in store(in 1 hour)
Population=70
%Population=100
No of shoppers who visited the shelf
Population=25 %Population=35.71
42.85%
83.33%
40%
30%
Shopper Engagement Funnel for Shampoo in Modern Trade Store
18. No Of Shoppers who bought the product
Population=4 %Population=13.33
No of shoppers who interacted with the
product
Population=5 %Population=16.66
No of Shoppers visiting the aisle
Population=20 %Population=66.66
No Of Shoppers in store(in 1 hour)
Population=30 %Population=100
No of shoppers who visited the shelf
Population=15 %Population=50
66.66%
75%
33.33%
80%
Shopper Engagement Funnel for Conditioner in Chemist Store
19. Select Shampoo
Open the Mamaearth page
Search for Mamaearth on google
Search for Shampoo
Click add to cart
Checkout
2nd Online Engagement funnel for buying Shampoo on Mamaearth
Website
20. Select Shampoo
Search for competitor on google
Click on Hair Care
Click add to cart
Checkout
Open the competitor page
Click on Shampoo
2nd Online Engagement funnel for buying Shampoo on Competitors Website
21. Hair care Category
Data Sources Opportunities
E-com SKU/Variant Level
Sheet
1. Non Paraben and Sulphate Shampoo demand is very high.
2. Coconut and avocado conditioner demand is high.
3. Demand for revitalising serum for hairfall is high
4. Demand for onion black seed is high.
5. Offtakes of mamaearth products is highest on Amazon
Google Trends
1. Hair Care products have high demand in November, December and January and maximum demand comes from Andaman and south region.
2. Amongst the Haircare category, shampoo has the maximum demand followed by Hair oil.
3. WOW which is organic shampoo and is available only online has the maximum demand in Shampoos
Offline Shopper Engagement
Funnel
1. No. of shoppers interacting with the product after coming to the shelf are very less, this happens when a particular brand or SKU which customer wanted to buy is
not available.
2. Maximum dropout is at shoppers not buying after interacting with the product, After interacting with the customers I came to know that this happens because they
look for ingredients such as chemicals like Sodium Lauryl Sulphate and other things such as price of the product, discount offered on the product. A lot of shoppers look
for organic products.
First Online Shopper
Engagement Funnel
1. Mamaearth doesn’t have any ad targeting re-purchase and Loyalty whereas its competitor has ad targeting re-purchase and loyalty
2. Competitor has a lot of ads targeting Purchases but mamaearth has only one ad targeting purchase.
Second Online Shopper
Engagement Funnel
1. Maximum fallout can happen at Select Shampoo stage because users said that it was difficult to find the shampoo after clicking on the shampoo
2. The page uses white background and the images are also white hence the website doesn’t look good and people might drop after coming to the website. Colour
contrast is not good.
3. At the checkout page “May I Help You” chat window pops out where an offer is given, the customer is not able to see the offer and might delay the purchase.
4. Customers looking for anti dandruff shampoos might fallout because on Mamaearth website anti dandruff shampoo is named as dandruff free shampoo.