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Title:

SHAMPOOS

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2 beauty parlours. SOME KEY INSIGHTS ... Start Beauty Parlours. Branded mobile ... hair clips, school hair bands, notebooks with hair care tips for students ... – PowerPoint PPT presentation

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Title: SHAMPOOS


1
SHAMPOOS
  • Daily Care Shampoos CHIK
  • LUX
  • CLINIC PLUS

2
Market Segmentation
  • Market for Shampoos Rs 1500 crore
  • Sachets sales 70 of total market
  • Rural India
  • 80 Awareness Level
  • 20 of Total Sales done here
  • Over 35 Penetration level of various brands
    including HLL
  • 25 Expected growth rate
  • Biggest competitor Toilet soap
  •    

3
POSITIONING OF BRANDS
4
CONSUMER INTERACTION
  • SAMPLE
  • 15 consumers of different age groups and both
    sexes
  • 18 retailers
  • 2 beauty parlours
  • SOME KEY INSIGHTS
  • Major brands recalled during the interaction were
    Clinic Plus, Sunsilk, Chik and Head Shoulders
    shampoos.
  • Clinic Plus most recalled
  • Sachets rule!
  • Younger Gen (12-18 yrs) is more experimental
  • TV advertisements and strong word of mouth
    induces personal trials of different brands
  • Key drivers of using their preferred brand are
    softness of hair, cleanliness and fragrance

5
CONSUMERS SPEAK
Clinic Plus…My didi told me how to use it. I love
the smell
We dont use shampoos…hair becomes weak. But we
use LUX soap to wash hair.
I use all of them. I like HS, VATIKA, CLINIC
PLUS, SUNSILK. They make hair soft.
I dont use shampoos, they are for girls.
6
I tried number of brands and then chose CLINIC
PLUS. I dont go by TV ads, they are all the same.
I am from Mumbai and have been using shampoos. I
like SUNSILK and CLINIC PLUS. We buy bottle for
entire family from Satara once a month.
Mom doesnt use it . Only I put shampoo before
going to school every SUNDAY.
CLINIC PLUS. I buy the shampoo from the market.
7
BAZAAR INSIGHTS
  • Growing competition from upmarket players like
    Garnier and Dove are a potential threat for this
    market as well.
  • Bazaar has well stocked shops with sachets and
    bottles of major and regional brand shampoos.
  • Click here for the Interview

8
LIMITATIONS
  • Lack of availability of Lux and Chic brands in
    village stores lead to shift of consumers to
    other brands.
  • Most of the women purchase shampoo sachets from
    weekly markets/near by towns. Hence demand is
    controlled since most often stocks are not in
    place.
  • Myths such as shampoos lead to higher hair
    fall/weaker hair were also found in respondents.
  • Shampoos were perceived to be as women usage
    product, hence men feel shy in using these
    brands.
  • Lack of intensive promotional schemes for
    retailers and attractive trial offers like free
    sampling for consumers is affecting demand.

9
IDEAS
  • TARGETED TOWARDS WOMEN
  • Start Beauty Parlours
  • Branded mobile hair styling van
  • Best styled hair/longest hair to create buzz for
    the brand.
  • Brand popular women get together points such as
    wells, handpump places etc.

10
TARGETING MEN
  • To introduce Confidence Champion trophy for best
    sportsperson in the village and do free sampling
  • To encourage opinion leaders amongst male members
    who will propagate benefits of using shampoos
  • To have a ethnic fashion show for young consumers
    with Best Hair prizes

11
CATCHING THEM YOUNG
  • Paint schools with brands colors
  • Shampoo Day every fortnight
  • Distribute branded calendars, stickers, hair
    clips, school hair bands, notebooks with hair
    care tips for students
  • Brand class time tables, basketball courts,
    benches, posters with shampoo brands stressing on
    health and hygiene

12
RETAILERS Push the Products
  • Intensive promotion including painting the walls
    with shampoo brands, free sampling, POPs etc.
  • Retailers were found to push Garnier and Dove

13
THANK YOU
  • GROUP 12
  • DRASHTI VORA 4
  • DEVINA GUPTA 7
  • RICHA GUPTA 10
  • SHIVANI JAMWAL 11
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