The Indian shampoo industry is dominated by Hindustan Unilever Limited (HUL) which launched popular brands like Sunsilk and Clinic Plus in the 1960s-1980s. HUL focused on expanding rural distribution through affordable sachet sizes. The top three shampoo brands in India are Clinic Plus, Head & Shoulders, and Chik. The shampoo market faces challenges like low usage frequency and perceptions of chemicals. It is segmented based on benefits into cosmetic, anti-dandruff, and herbal categories. Rural consumers and sachet sizes are a key focus area. Popular brands target different age groups and genders and use celebrity endorsements in their advertising.

1. Indian Shampoo Industry Presented By: SachinRathi(2010111) NIILM-CMS( G.Noida) IAE – POITIERS(France)

2. Evolution Of Shampoo in India HLL 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 SKU 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

3. Market share in Indian shampoo industry

4. Top three Brands Clinic Plus Head & Shoulders Chik

5. Various shampoo products

7. Problem faced by shampoo companies Frequency of shampoo usage is very low mostly used once or twice in a week. Per Capita consumption of Shampoo in India - 13 ml , Indonesia - 160 ml, Thailand - 330 ml. Consumers use natural products like henna and shikakai. Very large people use ordinary toilet soap to wash hair. Perception of chemical contents in shampoo.

8. Shampoo market is segmented on benefit platforms Cosmetic(shine,health,strength,long hair) Anti-Dandruff Herbal

9. Rural market for shampoo 70% of population live in rural India. More than 50% FMCG sales comes from rural markets. 90% sales comes in form of sachets of Rs 1-3. Increasing brand awareness and income. Special focus of FMCG companies in rural india.

10. Clinic plus Target customer- Young girls typically between 8-14. Influencer- Mother. Benefits – Strong and long hair.

11. Ads of clinic plus Chulbuli – A animated series on internet.

14. Head and Shoulders Target segment- Both male and female between 18-44 suffering from dandruff. Celebrity used in ad- Kareenakapoor and Saifali khan. Influencer -Expert (dermatologist) or celebrity. Benefits – Dandruff free healthy hair.

17. Chik Shampoo Target segment – Semi-urban , rural women age between 18-44. Influencer – Mother, friends. Benefits – Soft and beautiful hair for long time.

20. Overview of shampoos/conditioners advertising on TV during 2008 53 per cent rise in TV ad volumes of 'shampoos/conditioners' category during 2008 compared to 2007. 'HUL' leads in advertising of 'shampoos/conditioners' brands on TV during 2008. 'Superia Maxi Protect Shampoo' was the top new brand of 'shampoos/conditioners' category that advertised the most on TV during 2008. 'SushmitaSen' leads in celebrity endorsement of 'shampoos/conditioners' brands on TV during 2008.

21. Shampoos/Conditioners category advertising on TV during 2009 TV advertising of Shampoos/Conditioners category has seen rise of 17 per cent during 2009 compared to 2008. Hindustan Unilever Ltd (HUL) leads in advertising of Shampoo/Conditioner brands on TV during 2009. Clinic All Clear Tech Soft and Clinic Plus Strong & Long shampoo brands of HUL occupied the top two positions among the new Shampoo/Conditioner brands advertised on TV during 2009. Katrina Kaif was the top celebrity in endorsing Shampoo/Conditioner brands on TV during 2009.

23. 'Shampoos/Conditioners' category advertising on TV during 2010 TV advertising of 'Shampoos/Conditioners' category has seen rise of 49 per cent during Jan-Oct '10 compared to Jan-Oct '09. 'HUL' leads in advertising of 'Shampoo/Conditioner' brands on TV during Jan-Oct '10. 'Dove Intense Damage Therapy' and 'Head Shoulder Itchy Scalp' shampoo brands occupied the top 2 positions among the new 'Shampoo/Conditioner' brands advertised on TV during Jan-Oct '10. 'Katrina Kaif' was the top celebrity in endorsing 'Shampoo/Conditioner' brands on TV during Jan-Oct '10.

32. Anti -Dandruff: clinic all clear , Head & shoulders

34. Now, also middle class and house wives

35. Upper class rural consumers

37. Concepts Of Consumer Behaviour used in Shampoo Mass Market Classifying customer : Market Segmentation & Marketing Mix Consumer Research Process : Qualitative & Quantitative Research Personality & Brand Brand endorsers Impersonal & Interpersonal Communications