Date post: | 14-Aug-2015 |
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Marketing |
Upload: | sameer-mathur |
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HAIR CARE LANDSCAPE IN INDIA
Hair Oils:Parachute, Hair & Care, Bajaj Almond Drops etc.
Hair Shampoo:Pantene, Clinic plus, Dove, Head n Shoulders
Hair Conditioner:Leave on and Normal
Hair Colorants: L'Oreal Paris, Garnier Naturals
Hair Styling Products:Perms, Serums, masks etc.
Category % market share
Penetration
Hair oils 53% 90%
Shampoo 30% 60%
Hair color 15% 35%
MAJOR PLAYERS:
DOMESTIC: Marico, Dabur, Bajaj, Emami, Hindustan Unilever Limited (HUL), Procter & Gamble (P&G), Godrej Consumer Products Limited.MULTINATIONAL PLAYERS: L’Oreal, Schwarzkopf and Wella.
HAIR CARE SECTOR: INDIA – 2013-14
FUTURE TRENDS AND GROWTH DRIVERS• Hair care is expected to have a value CAGR of 5% ,prices to reach INR169.2billion
by 2018• Colorants continues to record the fastest current value growth of 25% in 2013• Emerging Gender specific products are creating an underpenetrated market
GROWTH DRIVERS:• Product innovation: More product offering• Emerging men's grooming sector• Increasing pollution• Increasing concern of consumers about their appearance• Increasing demand for natural and organic hair shampoos• Rapid urbanization and increasing disposable income
Companies %Market share
HUL 46%
P&G 24%
DABUR 11%
ITC 6%
OTHERS 8%
PARENT ORGANIZATION AND ITS BRAND PORTFOLIO:
HINDUSTAN UNILEVER LIMITED
CONCERN PARENT BRAND
DOVE BAR & SKIN CLEANSING
DOVE HAIR CARE RANGE
DOVE ANTI-PERSPIRANT DEODORANTS
DOVE LOTIONS & CREAMS
TOTAL SIZE OF SHAMPOO MARKET: The shampoo market in India is estimated to be Rs. 2,500-3,000 crore.
TYPES OF SHAMPOO: three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India has managed to tap users of the various segments according to their requirements and preferences.
SHAMPOO BRANDS: The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in India is Hindustan Unilever Limited.
Market share of Dove Shampoo: 8.3%
Growth Rate in Shampoo industry: 5.7% for 2018
DOVE SHAMPOO OFFERING:
Dove provide a flexible and holistic approach to care. Each plan is tailored to the needs and wishes of the individual client.
• Gentle, everyday moisture. Strengthens hair and prevents split ends
• Leaving hair silky to the touch and healthy looking. Makes hair easy to manage and style
Rational Benefits
• Caring: It restores softness, smoothness and shine• Comforting: It gives upto 99% smoother and shiny hair• Authentic: It is made up of advanced nutri-oils• Honest: It cleanses without drying
Emotional Benefits
ANALYZING 4 Ps : DOVE SHAMPOO
PRODUCT
PRICEQuantity 80mL 180ml 340mL 650ml
Price(INR) 75 176 279 420
Place
Dove Shampoo
- Daily Shine Therapy- Hair Fall rescue- Damage therapy etc.
Promotion Television Print Media Digital Media Out of Home
Television Ad Still Magazine Ad StillNewspaper Ad Still
TARGETING OF DOVE SHAMPOO
The main target market is upper middle class and premium class people. It targets the Indian young women and focuses on real beauty of women widening the stereotype view of beauty. The targeting strategy can be presented as division of three aspects: Age, Sex and Lifestyle. The age group segment of 17-50 years old women, who are socially active with or without job and belong to premium section of society.
• Available in different size• Available for different hair type• Almost at the same price• Focuses on Indian hair problem• Has variants like Anti-hairfall solution and Anti-dandruff
solution
Points of Parity
• Three times stronger, smoother and softer hair.• Focuses one emotional selling proposition• Its not just a shampoo its a therapy that repairs your hair
& enhances real beauty in you.• It does not use celebrity rather makes regular women to
be its super model.
Points of Difference
POSITIONING OF DOVE SHAMPOO
COMPETITIVE FRAME OF REFERENCE:
Closest Competitor: Pantene
Factors Dove shampoo Pantene shampoo
Price 75 Rs for 80 mL 75 Rs for 80 mL
Product More emphasis on Damage therapy
Emphasis for hairfall control
Place Available both through online and offline channel
Available both through online and offline channel
Target Consumer Women of higher economic class ; Age group: 15-45
Women of higher economic class ; Age group: 15-45
Positioning ‘Real beauty Campaign’ ‘Shine: I believe I can’
PERCEPTUAL MAP OF DOVE W.R.T OTHER BRANDSHigh Price
low Quality High Quality
Low Price
Pantene
Dove
L'Oreal
Clinic
Sunsilk
H&S
Chik
Vatika