The document analyzes the Indian shampoo market, valued at ₹4000 crores, highlighting a significant share for B2C brands (85%) compared to B2B brands (15%). Key players include HUL and P&G for B2C, while Cavinkare and L'Oreal dominate the B2B sector. The SWOT analysis for Cavinkare reveals strengths like a strong distribution network and quality focus, but also weaknesses such as limited presence and lack of product differentiation, along with suggestions for market expansion and product diversification.

1. Prepared by:
Anirban Karmakar
Arjun PR
Mahima Jhunjhunwala
S.R.Sriram

2. Agenda
 Shampoo Market in India
 Different Companies and their Market Share
 B2B Brands
 B2C Brands
 Both B2B and B2C Brands
 Segments of Shampoo Market
 Consumer Market
 Comparison of 4 P’s of Cavinkare and HUL
 SWOT Analysis of Cavinkare
 Suggestions for the Company

3. Shampoo Market in India
 The shampoo market in India has total worth of Rs.
4000 crores.
 Out of this B2C has a market share of 85% and B2B
has a market share of 15%.
 Assumption: CavinKare and L’Oreal Professional are
the two biggest brands in the B2B market and their
total market share is less than 15%. Therefore, the
B2B market share would be approximately 15%.

4. Different Companies and their
Market Share
43%
29%
9%
7%
4%1% 7%
Market Share of Different Companies
HUL
P&G
CavinKare
Dabur
L'Oreal
ITC
Others
Source: Business Standard
HUL: Dove, Clinic Plus, All Clear, Ayush, Sunsilk.
P&G: Head & Shoulders, Panteen, Rejoice, etc.
CavinKare: Chik, Nyle, Meera.
Dabur: Vatika.
Loreal: Loreal Professional, Loreal Paris.
ITC: Vivel, Fiama Di Wills.

5. B2B Brands
Defence:
 Sunsilk
 Clinic Plus
 Head and Shoulders
Salons:
 L’Oreal Professional
 Tresseme
 Matrix
Hotels and Guest
Houses:
 Fiama di Wills
 Pantene
 Clinic Plus
 Nyle
 Chik
 Halo
 Other Local Players

6. B2C BRANDS
 Dove
 Head & Shoulders
 Pantene
 Vivel
 Karthika
 Other Local Players
B2B & B2C BRANDS
 Fiama di Wills
 L’Oreal
 Chik
 Nyle
 Clinic Plus
 Sunsilk
Source: Local Retailer

7. Segments of the shampoo market
 Consumer market
 Behavioral segmentation
 Geographic segmentation
 Demographic segmentation
 Price segmentation
 Hair needs segmentation
 Pack size segmentation
B2B/Institutional market
 Defense
 Salons
 Hotels and guest houses

8. Consumer Market
Behavioral segmentation
 Cosmetic – Sunsilk, Panteen, Dove, Loreal, Garnier, etc.
 Anti-Dandruff – Head & Shoulder, Clear Anti-Dandruff, etc.
 Herbal – Nyle, Dabur Vatika, Himalaya, Karthika, Meera etc.
 Medicinal – Clinic Plus.
Geographic segmentation
 Urban - Sunsilk, Panteen, Dove, Garnier, Matrix, Loreal, etc.
 Rural – Chik, Nyle, Dabur Vatika, Clinic Plus, etc.

9. Demographic segmentation
 Male – Clear Men’s Active sport and Hair fall Decrease, etc.
 Female – Clear Women’s Anti Dandruff, Sunsilk, Chik, etc.
 Children – Johnson’s Baby Shampoo.
Price segmentation
 High – Dove, Fiama Di Wills, Loreal, Matrix, etc.
 Medium – Sunsilk, Head & Shoulder, Clinic All Clear, etc.
 Low – Chick, Nyle, Clinic Plus, Dabur Vatika, etc.
 Pack size segmentation
 Sachet
 Bottle

10. Hair needs segmentation
 Anti – Dandruff – Head & Shoulder, Clinic All Clear, etc.
 Colour Care – Dove Color Care, Loreal Paris Color Protect, etc.
 Repair and Nourishment – Dove Intensive Repair, etc.
 Hairfall – Tresemme Hair Fall Defence, Sunsilk Hair Fall
Solution, etc.
 Shine – Sunsilk Black Shine, Nyle, etc.
 Anti Frizz – Loreal Paris Nutri Sleek,, Dove Frizz Control
Shampoo, etc.
 Volumizing – Dove Volume Boost, Loreal Paris Volume
Colagen, etc.
 Smooth – Tresemme Keratin Smooth, Panteen Silky Smooth,
etc.
 Climate Control – Dryness – Dove Dryness Care, Dove Heat
Defence, etc.
 Straight Hair – Sunsilk Perfect Straight, etc.

11. Product
Cavinkare
 Manufactures herbal
products
 Products focus on mainly
long and strong hair.
 Female oriented hair
products
HUL
 Mostly cosmetic and also
has a herbal product –
Ayush.
 Products focus on different
attributes of hair care.
 Has male variants also.

12. Price
Cavinkare
 Target income group: Mostly
low income and middle
income group
 Mid segment: Nyle and Chik.
 Low segment: Karthika and
Meera.
HUL
 Target income group: Caters
to all income group
 Premium segment: Dove
 Mid segment: Sunsilk
 Low segment : Clinic Plus

13. Place
Cavinkare
 Mostly in Southern India
 Has comparatively stronger
presence in rural than urban
HUL
 Strong presence all over
India
 Has a strong presence in
both rural and urban

14. Promotion
Cavinkare
 Advertisements mainly
depict women as the
consumers having long hair
 Few products carry regional
language labeling
 Creates initiative to educate
people about the usage of
shampoo
 Doesn’t use any celebrity
HUL
 Advertisements depict both
men and women as the
consumers
 Product labeling is done in
international language only
 Uses celebrity
endorsements for some of
its brands

15. SWOT Analysis
Strength
 Ability to understand local market.
 Strong distribution network.
 Strong focus on Quality and
Natural ingredients by its R&D
Team.
 Strong product portfolio with
brands like Chik, Nyle .
 Ability to cater unpenetrated
Rural market by creating mass
awareness.
 Strong marketing team enabling it
to grow out of its regional image.
 With the convenience of sachet
they have been able to generate
enough institutional sales in
hotels.
Weakness
 Not having worldwide or nation
wide presence.
 All the brands are targeting to
similar consumers and it does
not have a profitable portfolio as
all its products are low priced
products.
 It does not have any product in
the premium segment.
 All its brands provide almost
similar benefits with not much
differentiation.
 It does not have segments such
as conditioners and serums.

16.  Opportunities
 Can go for more vertical mergers
so as to tap more market mostly in
the Northern Zone where the
reach is still weak.
 Can go for more acquisition so as
to increase their reach in both
local and global market.
 They can move into the premium
segment and urban market.
 They can launch other products
such as conditioners and serums.
 They can also launch a non-herbal
shampoo and enter into the
market of cosmetic shampoo.
 Using their own brands in their
own saloons which are ‘Green
Trends’ and ‘Limelite’ help to build
a better brand image.
 Can focus their advertisements
towards male.
 Threats
 More and more FMCG companies
are coming to India, so company
might lose market share within
their strong shampoo segment.
 Other FMCG companies trying to
tap into the rural market and the
herbal hair category.

17. Suggestions for the Company:
 Launch a new product for the
premium and urban segment:
 It can enhance the profitability
of the portfolio.
 It can launch its new product in
Southern India and test as it
has a strong presence there.
 It can hamper the image of the
company as all its shampoo’s
are economical and for the
masses.
 Launch a cosmetic shampoo:
 As it has a strong presence in
Southern India it can try
launching a cosmetic shampoo.
 It can also enhance the
profitability of the portfolio
as it can cater also to those
people who use other
cosmetic shampoo in
Southern India.
 It can hamper the image of the
Company of being a herbal
shampoo company.

18. Suggestions for the Company
 Launch new products such as
conditioners, hair care serums,
etc:
 It can also enhance the
portfolio of the company.
 Its users may not be ready to
spend money to use additional
product.
 Can go for International
Collaborations :
 Only Nyle and Chik is made
available throughout India.
 As well as increase profitability.
 Can launch a premium
shampoo and use it in its own
salons:
 Help in creating better brand
image.
 Can create brand awareness

19. HUL

20. Cavinkare