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FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month. FMCG Products : FMCG Products Detergents Toilet soaps Toothpaste Shampoos Creams Powders Food products Confectioneries Beverages Cigarettes Hair Care Category in India : Hair Care Category in India There are 5 main products Hair Oil Shampoo / Conditioners Styling products Herbal Remedies Hair Dyes / colors Types of Shampoos : Types of Shampoos Shampoo market is segmented on benefit platforms Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal Shampoo market in India : Shampoo market in India Size of shampoo market – Rs 9000 Million Anti-Dandruff Shampoo– approx. 20 % Sachet Sales - approx. 70 % Major players HLL – 63% Beauty cosmetics-13% P & G – 12% Ayur Ltd – 8% Shampoo Awareness in India : Shampoo Awareness in India Per Capita consumption of Shampoo in India - 32ml Number of users of Shampoo- 1123 Million 53% Urban 47% Rural Shampoo Industry – till mid 90’s : Shampoo Industry – till mid 90’s HLL undisputed leader from the early 90’s Sunsilk – 1964 Clinic Plus - 1971 Clinic All Clear launched in 1987 (Therapeutic AD Shampoo) Sunsilk re-launched in 1987 - Shampoo+ Conditioner (Beauty platform) with Sachet SKU HLL Goes rural with Sachet Clinic Active launched in 1991 (with Pro Vitamin B - health platform) Entry of Competition : Entry of Competition Why did competition Enter India Teeming millions Burgeoning middle class Westernized youth Low penetration levels Huge untapped market New Entrants into the Market : New Entrants into the Market P & G enters India in Nov 1995, with the world’s largest selling brand - Pantene Colgate Palmolive launched Optima also in Nov 1995 ( break through in Keratin treatment ) Nirma launched Nirma Shampoo which went into rough weather because it also had a detergent and soap with the same name. The brand name also had low price connotations Shampoo Boom in India : Shampoo Boom in India In mid 1997, per capita consumption of Shampoo increased Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share P & G launched its Internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine ( ZPT ) - a unique anti-microbial agent. There were 2 variants - regular and menthol Sachet sale became 70 % of all shampoo consumption in the country The top Shampoo brands : The top Shampoo brands Normal Shampoos Clinic Plus Sunsilk Chik Pantene The top Shampoo brands : The top Shampoo brands Herbal Shampoos Ayur Dabur Vatika Nyle The top Shampoo brands : The top Shampoo brands Anti Dandruff Shampoos Clinic All Clear Head and Shoulders Pantene Pro-V Anti-dandruff The top Shampoo brands : The top Shampoo brands Premium Products Shehnaz Hussain Revlon Flex L'Oreal Bases Of Segmentation : Bases Of Segmentation DESCRIPTIVE Geographic Location Demographic BEHAVIOURAL Psychographic Benefits 1 Segmentation For Shampoos : Segmentation For Shampoos Geographical Location Urban Rural Benefits Cosmetics (Hair conditioning, Shiny Hair) Herbal (Fruitamins, Neem-based, Shikakhai based) Medical ( Anti-lice, Anti-dandruff) Price Premium- Shahnaz, Biotique etc Mid-priced- Dabur Vatika, Garnier Ultra Doux etc Economy- Nyle, Chik Major Issues : Major Issues Low penetration of shampoo market in India. Gradual emergence of local players Rapid emergence of the organized sector due to reduction of excise duties. Sachets fuelling growth in the shampoo market. Bulk of the growth at low price end of the market as a result of increased rural consumption. Globalization, liberalization, increase in awareness levels, increase in purchasing power etc has spurred on demand for personal care products like shampoos. The Salon Business in India : The Salon Business in India Salons are fashion trendsetters and caters mainly to the age group of 15-34. Hair-related services generate the bulk of the business in a salon. India has 20,000 salons with total turnover of 500 crores and salon business is primarily unorganized. Has a unique distribution network, run by independent businessman wherein products are sourced locally. Witnessing a two-way brand movement- salon brand entering retail and vice versa. Marketing Strategy For HLL : Marketing Strategy For HLL Product Variants are harmonized in terms of the product mix – Fragrance, colour and ingredients: Sunsilk Naturals Highest number of variants Promotion Innovative promotion channel: Sunsilk gang of girls Brand experience in form of therapy centres: Lever Ayush Place Intensive distribution network Marketing Strategy For HLL : Marketing Strategy For HLL Use its intensive distribution network to expand its rural market Re-launch its Organics shampoo brand to capture herbal shampoo segment HLL can make foray in fast growing Salon business and compete with other retail brands You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.