Promotion of Shampoo brands in Rural India

1
Promotion of Shampoo brands in Rural India

• Mahima Nangia (Roll No 116)
• Supriya Shyamsukha (Roll No 115)
• Monami Karmakar (Roll No 122)

2
Hair Care Category in India

• There are 5 main products
• Hair Oil
• Shampoo / Conditioners
• Styling products
• Herbal Remedies
• Hair Dyes / colors
• Cosmetic, Herbal, Anti- Dandruff

3
Hair Care Facts 

• The frequency of shampoo usage is very low.  Most
  consumers use shampoo only once or twice in a
  week
• Some customers use shampoo only to address a
  specific problem such as dandruff or when they
  need to condition their hair
• Use of conditioners is not common.  It is
  restricted to the super premium segment or those
  who are very involved with their hair care
• Some consumers use natural conditioning agents
  such as henna
• About 50 of consumers use ordinary toilet soaps
  to wash their hair
• About 15 of consumers use toilet soaps as well
  as shampoo for cleaning their hair

4
Shampoo awareness in rural India

• The overall shampoo market in India stands at Rs
  2,200 crore and growing at 15 per cent
  year-on-year. 
• Rural areas account for 20 of shampoo sold in
  the country

5
Pantene

• Owned by PG
• Positioning Karo Khud par yakeen. Shine.
• Variants
• Pantene Smooth and Silky,
• Nourished Shine
• Long Black
• Hair Fall Control
• Lively Clean
• Anti Dandruff. 

6
Sunsilk

•  Launched in 1964 by HUL
• Largest beauty shampoo brand in the country.
• Positioned as the 'Hair Expert',
• Identified different hair needs and offers the
  consumer a shampoo that gives them the desired
  results
• Variants Anti-dandruff, Black Shine, Clean
  Fresh, Hair Fall Solution, Soft Smooth,  Damage
  Treatment, Bouncy Curl, Straight Sleek  

7
Vatika

• From the house of Dabur
• Gained a 6.8 per cent volume share and a 5.8 per
  cent value share.
• Fastest growing brand, reporting a 38 per cent
  volume growth
• Variants
• - Vatika Henna Conditioning Shampoo  - Vatika
  Anti-Dandruff Shampoo- Vatika Root Strengthening
  Shampoo

8
Observations

• Sachets were more popular
• Women prefer to stick to their brand of shampoo
• There was no reason in terms of quality or
  degree of satisfaction behind using/not using a
  particular brand of shampoo.
• The retailers do not push any particular brand of
  shampoo as they receive only 10 commission from
  sale of shampoo and soaps.

9

• None of the shampoo brands have come up with
  significant promotional activities in the rural
  areas. This has led to mass dissatisfaction.
• Sunsilk black is the most popular variant in the
  rural areas.
• Clinic All Clear has top of mind recall

10
Marketing Strategy

• Pantene - least visible brand in the rural market
• They need distribute free samples to bring about
  visibility and increase trial purchase

11
Sunsilk

• Sunsilk should make its other variants visible
  through demonstration vans during fairs and
  bazaars
• They should make the process of demos more
  interactive by giving women free makeovers, and
  having small community discussions on personality
  development

12
Vatika

• Vatika needs to highlight the fact that their
  shampoo has the highest herbal content
• This will definitely have a great appeal in the
  Rural regions