vishal Shampoo1ppt mmr

Ishan institute of management and technology : 

Ishan institute of management and technology power point presentation on SHAMPOOS Daily Care Shampoos: CHIK LUX CLINIC PLUS Submitted to: submitted by: Mr. Peeush mittal vishal gaurav Marketing management Enr no.5062(pgdmm) IIMT,Gr. Noida section: “N”

SHAMPOOS : 

SHAMPOOS Daily Care Shampoos: CHIK LUX CLINIC PLUS

Market Segmentation : 

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

POSITIONING OF BRANDS : 

POSITIONING OF BRANDS

CONSUMER INTERACTION : 

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

Slide 6: 

Clinic Plus…My didi told me how to use it. I love the smell We don’t use shampoos…hair becomes weak. But we use LUX soap to wash hair. I use all of them. I like H&S, VATIKA, CLINIC PLUS, SUNSILK. They make hair soft. I don’t use shampoos, they are for girls. CONSUMERS SPEAK

Slide 7: 

I tried number of brands and then chose CLINIC PLUS. I don’t 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. CLINIC PLUS. I buy the shampoo from the market. Mom doesn’t use it . Only I put shampoo before going to school every SUNDAY.

BAZAAR INSIGHTS : 

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

LIMITATIONS : 

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.

IDEAS : 

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.

TARGETING MEN : 

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

CATCHING THEM YOUNG : 

Paint schools with brand’s 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 CATCHING THEM YOUNG

RETAILERSPush the Products : 

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

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