Chik Shampoo The Success Story

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2/26/13

Submitted by: Ankur Gautam (35160) Bharat Basavaraj (35165) Shreyansh Chauhan (35146) Shumpy Saini (35190) Vikas Mulchandani (35201)

INDUSTRY ANALYSIS

Shampoo Market Size (in Rs Cr)

12

Sales Value VS Volume Market Share

10 12

10

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4 6 0 2

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Segmentation Targeting Positioning

Geographic Rural and Semi urban Demographic : SEC, Income and Gender Target : All the people who were using soap to clean their hair Positioning : A low cost value for 2/26/13 money shampoo

4 Ps of Chik Shampoo

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Product

Acceptability Product value and variants Packaging and Design Sizes

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Price

Affordability Value for money Price lower than competitor Sachet 50 paisa

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Promotion

Demonstration Exchange empty sachet Buy 5 get 1 free Free sachet distribution during Rajnikhants movie show

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Promotion

Understanding where rural consumer buys Sachet sales force targeted small kirana stores, paan shops. Also placed shampoo sachet in post offices

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Product Life Cycle

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REASONS FOR SUCCESS

C H I K S H A M P o o

Communicating the Need of the product

Points of Differentiation: Quality (Fragrance), Demonstration, Sachet Strong innovative decentralized distribution network Penetration Pricing

Trade Promotion

Strategic Transition from Regional to National

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Thank You!!

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