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Market research Launch of a new ShampooBACKGROUND
Shampoo in India was derived from the Hindi word champi meaning hair massage.The introduction of shampoo in India dates back to the British reign in the country.
Types of Shampoo
Cosmetic ( shine, health, strength ) Anti Dandruff
Herbal
CURRENT SCENARIO Shampoo MarketThe shampoo market in India is valued around Rs 3,600 crore.
Overall, the shampoo market is growing at the rate of 14% per annum.
Anti Dandruff segment is the fastest growing segment, growing at 15 % every year.
Shampoo is also available in a sachet, which is affordable and makes upto 40% of the total shampoo sale.
Source : http://articles.timesofindia.indiatimes.com/2009-08-03/india-business/28197483_1_shampoo-market-market-share-hulPer Capita Consumption
Source: MOSLPenetration level in India Companies & their brandsCompanyBrandsHULSunsilk,Clinic plus,Dove,Lux,Ayush,Clinic all clearProcter and GamblePantene,Head and shoulders,rejoiceCavin kareChik,NyleDaburVatikaGarnierGarnier fructisRevlonFlexHimalaya HealthcareHimalaya anti dandruff,protein shampooLorealLorealhttp://www.business-standard.com Big PlayersThe company that leads the shampoo market in India is Hindustan Unilever Limited.
HUL has brands at several price points. Clinic is a mass market brand, Sunsilk is in the mid-price segment and Dove falls in the premium bracket. P&G has three main brands - Pantene, Head & Shoulders and Rejoice. CavinKare dominates the rural pockets with Chik and Nyle.
The top three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The company holds a 47.3% market share in the Indian shampoo industry and earns almost 8% of its revenue from the sale of these products.
Big PlayersProcter and Gamble is the second topmost company in the Indian shampoo industry with market share of 17.7% and earns almost 17% of its revenue from the sale of shampoo products.
P&Gs market share in shampoos has remained flat in the recent times, though others like Dabur India, which sells the Vatika brand of shampoos, have seen their market share grow by 0.8 percentage points capturing 6.7 % market share.
http://www.thehindubusinessline.com/industry-and-economy/marketing/article1684908.ece
MARKET SHARE IN INDIASource: AC NielsenOBJECTIVE OF THE SURVEY & METHODOLOGY ADOPTEDObjectiveTo create market entry strategy for a good quality, affordable hair shampoo with greater benefits for the users.
Total no of Sample data collected 200.Across Western and Eastern suburb of Mumbai.100% of the data was collected offline.Survey was mainly focused on house-wives, Professionals and Students.
Research MethodologyDirect Interview Data collectionANALYSIS of the primary data
Gender Of RespondentsFamily Income
Age Group
Most Used Shampoo
Years of Usage
Frequency Of Usage per week
Sachet v/s Bottle
Shampoo conditioning your hair at the same time
% of Respondents Satisfied with the current shampooCHI-SQUARE TEST
Chi Square test:H0: Preference is Independent of Family Income H1: Preference is Dependent of Family Income
With 0.05 as level of significance
Reject H0
Preference for sachet/bottle vs family income
TOP OF THE MIND AWARENESSSHAMPOOTOMA (in %)SUNSILK68.5PANTENE65.5DOVE65.5HEAD & SHOULDERS56.5GARNIER55LOREAL44.5CLINIC PLUS36.5LUX31OTHERS22.5VATIKA
17.5
CHIC14.5TOMA analysisPOSITIONINGOpportunity MatrixParametersImportanceSatisfactionI+(S-I), S-I0Antidandruff2.1152.242.24 Fragrance2.252.462.46Availability2.012.012.01Price2.0252.102.10Quantity2.2152.1352.215Advertisement2.7452.522.745Packaging2.792.592.79WHAT ELSE DO CUSTOMERS NEED??Customers specifications for a new shampoo
Our target audience!
Not confined to any one particular segment
Age-groupGender orIncome group
OUR STRATEGIESEntry StrategiesProduct name: Silk & Smooth
Positioning statement: solution to your hair problems just next door
Package type: Sachet : Rs 2 for 8 ml Bottle : Rs 45 for 90 ml Therapies(sachets):Rs.5
Testing of our product: Habibs, First Beauty, Damish, Enrich
http://mumbai.clickindia.com/business/services/beautyparlours1.html
Pricing strategy: Predatory pricing
Sources of purchase: Chemist , Kiranas , general stores , Malls, tie-ups with beauty parlors and saloons.
Promotion: Free sachets at Beauty Parlors and saloons, live demos at malls and saloons
Distribution :Positioning on Availability
Media selection :
Newspaper -TOI, HT, DNA, Mid-day, MT, NTMagazine-Vogue India, FM-fever 104 , TV Ads, and Celebrity endorsements
http://www.rediff.com/tags/vogue-popular-fashion-magazine-vogueSilk & SmoothThe first look!!8ml sachet & 90 ml bottle
SILK & SMOOTH PRINT ADSPrint Ad
THANK YOU !!!ABHAY GOSAI(PG-11-012)AMRATA GUPTA(PG-11-014)PRITESH JAIN(PG-11-016)ROHAN SALEKAR(PG-11-045)