This document summarizes market research conducted on shampoo brands in Mumbai and Pune. The research found that Sunsilk was the most commonly used shampoo, with 58% market share. When asked about their preferred brand, 58% of respondents chose Sunsilk due to advertisements and self-experience. The research also found that customers preferred shampoos in sachet form and recommended that the company introduce sachets and review pricing to attract more customers.

1. Research for Managerial
Decision.
Product – SHAMPOO.

2. Product – SHAMPOO.
• Tressemme (Target Product)
• Sunsilk
• Head & Shoulder
• Pantene.
• Other.(recommended by
consumers)

3. Market Research Objective.
*To find out:
• Which is the most commonly used shampoo in
Mumbai & Pune?
• What influences people to buy a particular brand?
• What is the penetration level of surf in the market?
• To identify customer needs?
*Sample size = 50 respondents, 25 in Mumbai and 25 in
Pune.

4. Brands Mumbai Pune
Tressemme 5 4
Sunsilk 8 9
Pantene 5 4
Head & Shoulder 4 6
others 3 2
Tressemme Awareness(from sample size.)
*In others most common were Dove and Clean & Clear.

5. Brand Price.
Tressemme 60-250
Sunsilk 90 - 300
Pantene 80 - 170
Head & Shoulder 60-350
Clinic Plus 80-200

6. Tressemme. – Product Range.
(*) Market are preferred by consumers.
• Gentle Cleansing.
• *Moisturizing.
• *Color protection.
• Strength and smoothing.
• Deep cleansing.

7. Pantene – Product Range.
• Total Damage care.
• *Total Hair Fall.
• *Silky smooth care.
• *Anti dandruff.
• Long Black.

8. Sunsilk – Product range.
• Black Shine.
• Lusciously Thick and Long.
• *Anti-dandruff Solution.
• *Hair Fall solution.
• *Soft and Smooth.

9. Market share.
Sunsilk
58%
Pantene
23%
Tresemme
10%
Clinic Plus
9%

10. Product category wise Market share.
sunsilk
59%
Tressemme
12%
Clinic plus
19%
Pantene
10%
Anti-dandruff shampoo

11. Product category wise Market share.
58%23%
10%
9%
Hair- Repair damage
Pantene Sunsilk Tressemme Clinic plus

12. Product category wise Market share.
58%23%
10%
9%
Sales
Sunsilk Pantene Clinic Plus Tressemme

13. Survey Results, Question wise rating.
Q1.) Do you shampoo your hair?
Yes No.
*If No then please skip to question no – 13.
Q2.) Do you use Tressemme shampoo?
Yes. No.
*If No then skip to question no – 7.
Q3.) Which product of Tressemme do you use?
Gentle cleansing moisturizing
smoothing Anti-dandruff
color protection deep cleansing.

14. 0
1
2
3
4
5
6
7
8
9
10
Q1 Q2
Yes
No
For Q3, 12 people choosed Anti-dandruff, 8 people choosed Smooth
& stregth, rest 5 people choosed Deep cleansing.

15. Q7.) Why not Tressemme?
Pricing Schemes compared to other brands
Quality. Other (specify_____________)
Q8.) Which other shampoo brand do you use?
Sunsilk Head & Shoulder Clinic plus
Pantene Other (specify______________)
Q9.) What influences you to buy your preferred brand?
Friends Self-expense
Advertisements Other (specify_______)

16. Pricing
58%
Scheme
s
compar
ed to
other…
Quality
10%
Other
9%
Why Not Tressemme?
58%23%
10% 9%
Other brands Preferred
Sunsilk Pantene
Head & Shoulder Clinic plus
58%23%
10%
9%
Influences.
Self-expense
Advertisment
s
Friends
Others

17. Q10.) You prefer shampoo in?
Sachets 250 Ml. 500 Ml.
Q11.) Most preferred Shampoo amongst people
you know?
Sunsilk Clean & Clear
Pantene Other (specify_________)
0
2
4
6
8
10
12
14
Quantity preferred
People
Sunsilk
58%
Pantene
23%
Head &
Shoulde
r
10%
Tresse
mme
9%
Brands famous
Among people

18. Gender: Male Female.
Age group: <25 25-35 35 – 50
>50.
Income Group (PM):
> 20000 20000-30000
30000-40000 < 40000.
60%
40%
Gender
Male Female
58%23%
10%
9%
Age group
<25
25-35
35-50
>50

19. After Research Recommendations.
• Of the sub-brands, Sunsilk and Head & shoulder was
the most recognized, so the company needs to do
more promotions and create awareness about the
product.
• If possible, pricing should be reviewed for different
category of product. Many customers are citing it as a
negative factor.
• Customers more prefer shampoo in sachets, company
should make product available in sachets also.

20. • More schemes should be introduced to attract
non-users.
• Advertising should be introduces to attract non-
users.
• Advertising standard should be maintained as
advertisements have contributed immensely to
the awareness level and usage of the product.

21. THANK YOU.
Research done by-
• Akib Siddiqui