Presented

By,
Group No03
Animesh
(01)
Vishal (16)
Bhushan
(25)

OBJECTIVE

To study the local market for shampoo

To analyse the relationship between a
specific brand and its buying behavior
To access whether advertising is influencing
the buying behavior of the consumers
To study the impacts of the seats of clinical
laboratories on the consumer buying
behavior.

EVOLUTION OF SHAMPOO IN INDIA

HLL undisputed leader from the early 90s

Sunsilk launched in 1964 (General Shampoo platform)
Clinic Plus launched in 1971(Family, health shampoo
platform)
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)
Sunsilk re-positioned and re-launched in 1994 (Nutracare) Pink for dry hair, yellow for normal hair, green for oily hair
and black for long hair

BRAND CHARACTERISTICS

Sunsilk (HUL) :- Silky, shiny, voluminous strong and black

coloured hairs
Dove (HUL):- Damage control, daily hair care
Clinic plus (HUL):- Strong and long hair, Anti-dandruff
shampoo
Head and shoulder (Procter Gamble):- Anti-dandruff
shampoo
Pantene (Procter Gamble):- Smooth, silky, voluminous, full,
lively, long, black
hair
Chik (Cavin kare):- Fragrance, strength, cool and black hair
Nyle (Cavin kare):- Herbal shampoo, strength, softness in
hair
Vatika (Dabur):- Herbal shampoo, naturalness in hair

VARIOUS SHAMPOO PRODUCTS

SEGMENTATION OF SHAMPOO
MARKET
Shampoo market is segmented on three
benefit Segment such as:
Cosmetic(shine, strength & lustre): Sunsilk,
Pantene, clinic Plus , chik
Anti -Dandruff: clinic all clear , Head &
shoulders
Herbal-Vatika &nyle

TARGET OF SHAMPOO MARKET

Hair Shampoos are targeted at

Upper middle class
Now, also middle class and
house wives
Upper class rural consumers
Teenagers - they are the
major segment

CONCEPTS OF CONSUMER BEHAVIOUR

USED IN SHAMPOO MASS MARKET

Classifying customer : Market Segmentation &

Marketing Mix
Consumer Research Process : Qualitative &
Quantitative Research
Personality & Brand
Brand endorsers
Impersonal & Interpersonal Communications

SHAMPOO MARKET CONSUMPTION

PATTERN IN RANCHI
Sales

10%
10%

30%

20%

30%

sachet
100ml pack
250ml pack
500mlpack
1 litre n more

some questionaires prepared by us:1. Do you find that your shampoo actually cleans your hair as well as you
like?
2. Do prefer scented shampoo?
3.On average, how many times a week do you shampoo?
4. Does your shampoo irritate you
5. Does your shampoo keep your scalp dry?
6. Do you have dandruff?
7.Do you have any major issues with your current shampoo?
8. Would you prefer a shampoo that conditions your hair at the same time?
9.Do you prefer and scents that could be added to the shampoo?
10. Would you support the testing of a shampoo that didn't sting your eyes?
11. Would you buy a multipurpose gel used as shampoo and soap?
12. Do you prefer that your shampoo be a specific color?
13. Are you concerned about any chemicals that could be considered
harmful to your scalp?
14.What do you consider a reasonable price for the average bottle of
shampoo?
15. Would you be interested in a free sample?

The Market shares

brands shares(%)
sunsilk 20
clinic 25
pantene 11
ultra doux 1.2
others 28.6