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 PlusMy didi told me how to use it. I love
the smell
We dont use shampooshair 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
RETAILERSPush 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