Shampoo

Category
Prepared by:
Anirban Karmakar
Arjun PR
Mahima Jhunjhunwala
S.R.Sriram

Agenda

Shampoo Market in India

Different Companies and their Market Share
B2B Brands
B2C Brands
Both B2B and B2C Brands
Segments of Shampoo Market
Consumer Market
Comparison of 4 Ps of Cavinkare and HUL
SWOT Analysis of Cavinkare
Suggestions for the Company

Shampoo Market in India

The shampoo market in India has total

worth of Rs. 4000 crores.

Out of this B2C has a market share of 85%
and B2B has a market share of 15%.
Assumption:
CavinKare
and
LOreal
Professional are the two biggest brands in
the B2B market and their total market
share is less than 15%. Therefore, the B2B
market share would be approximately 15%.

Different Companies and their

Market Share
Market Share of Different Companies
7%
4% 1%
7%
43%
9%
29%
HUL: Dove, Clinic Plus, All Clear, Ayush, Sunsilk.
P&G: Head & Shoulders, Panteen, Rejoice, etc.
CavinKare: Chik, Nyle, Meera.
Dabur: Vatika.
Loreal: Loreal Professional, Loreal Paris.
ITC: Vivel, Fiama Di Wills.
Source: Business Standard

HUL
P&G
CavinKare
Dabur
L'Oreal
ITC
Others

B2B Brands
Defence:
Sunsilk
Clinic Plus
Head and Shoulders

Salons:
LOreal Professional
Tresseme
Matrix

Hotels and Guest

Houses:

Fiama di Wills
Pantene
Clinic Plus
Nyle
Chik
Halo
Other Local Players

B2C BRANDS

Dove
B2B & B2C
Head & Shoulders
BRANDS
Pantene
Fiama di Wills
Vivel
LOreal
Karthika
Chik
Other Local Players
Nyle
Clinic Plus
Sunsilk
Source: Local Retailer

Segments of the shampoo market

Consumer

market

Behavioral segmentation
Geographic segmentation
Demographic segmentation
Price segmentation
Hair needs segmentation
Pack size segmentation

B2B/Institutional market
Defense
Salons
Hotels and guest houses

Consumer Market
Behavioral segmentation
Cosmetic Sunsilk, Panteen, Dove, Loreal, Garnier, etc.
Anti-Dandruff Head & Shoulder, Clear Anti-Dandruff, etc.
Herbal Nyle, Dabur Vatika, Himalaya, Karthika, Meera

etc.
Medicinal Clinic Plus.

Geographic segmentation
Urban - Sunsilk, Panteen, Dove, Garnier, Matrix, Loreal,

etc.
Rural Chik, Nyle, Dabur Vatika, Clinic Plus, etc.

Demographic segmentation
Male Clear Mens Active sport and Hair fall Decrease,

etc.
Female Clear Womens Anti Dandruff, Sunsilk, Chik,
etc.
Children Johnsons Baby Shampoo.

Price segmentation
High Dove, Fiama Di Wills, Loreal, Matrix, etc.
Medium Sunsilk, Head & Shoulder, Clinic All Clear, etc.
Low Chick, Nyle, Clinic Plus, Dabur Vatika, etc.

Pack size segmentation

Sachet
Bottle

Hair needs segmentation

Anti Dandruff Head & Shoulder, Clinic All
Clear, etc.
Colour Care Dove Color Care, Loreal Paris Color
Protect, etc.
Repair and Nourishment Dove Intensive
Repair, etc.
Hairfall Tresemme Hair Fall Defence, Sunsilk
Hair Fall Solution, etc.
Shine Sunsilk Black Shine, Nyle, etc.
Anti Frizz Loreal Paris Nutri Sleek,, Dove Frizz
Control Shampoo, etc.
Volumizing Dove Volume Boost, Loreal Paris
Volume Colagen, etc.
Smooth Tresemme Keratin Smooth, Panteen
Silky Smooth, etc.
Climate Control Dryness Dove Dryness Care,

Product
Cavinkare
Manufactures herbal

products
Products focus on
mainly long and strong
hair.
Female oriented hair
products

HUL
Mostly cosmetic and

also has a herbal

product Ayush.
Products focus on
different attributes of
hair care.
Has male variants also.

Price
Cavinkare
Target income group:

HUL
Target income group:

Caters to all income

Mostly low income
group
and middle income
Premium segment:
group
Dove
Mid segment: Nyle and
Mid segment: Sunsilk
Chik.
Low segment: Karthika Low segment : Clinic
Plus
and Meera.

Place
Cavinkare
Mostly in Southern

India
Has comparatively
stronger presence in
rural than urban

HUL
Strong presence all over

India
Has a strong presence
in both rural and urban

Promotion
Cavinkare

HUL

Advertisements mainly

Advertisements depict

depict women as the

both men and women
consumers having long
as the consumers
hair
Product labeling is done
Few products carry
in international
regional language
language only
labeling
Uses celebrity
Creates initiative to
endorsements for some
educate people about
of its brands
the usage of shampoo
Doesnt use any celebrity

SWOT Analysis

Strength
Ability to understand local market.
Strong distribution network.
Strong focus on Quality and

Natural ingredients by its R&D

Team.
Strong product portfolio with
brands like Chik, Nyle .
Ability to cater unpenetrated Rural
market by creating mass
awareness.
Strong marketing team enabling it
to grow out of its regional image.
With the convenience of sachet
they have been able to generate
enough institutional sales in
hotels.

Weakness
Not having worldwide or nation

wide presence.
All the brands are targeting to
similar consumers and it does
not have a profitable portfolio as
all its products are low priced
products.
It does not have any product in
the premium segment.
All its brands provide almost
similar benefits with not much
differentiation.
It does not have segments such
as conditioners and serums.

 Opportunities
Can go for more vertical mergers

so as to tap more market mostly

in the Northern Zone where the
reach is still weak.
Can go for more acquisition so as
to increase their reach in both
local and global market.
They can move into the premium
segment and urban market.
They can launch other products
such as conditioners and serums.
They can also launch a nonherbal shampoo and enter into
the market of cosmetic shampoo.
Using their own brands in their
own saloons which are Green
Trends and Limelite help to
build a better brand image.
Can focus their advertisements
towards male.

Threats
More and more FMCG

companies are coming

to India, so company
might lose market share
within their strong
shampoo segment.
Other FMCG companies
trying to tap into the
rural market and the
herbal hair category.

Suggestions for the

Company:
Launch
a cosmetic
shampoo:
Launch a new product
As it has a strong
for the premium and
presence in Southern India
urban segment:
it can try launching a
It can enhance the
cosmetic shampoo.
profitability of the portfolio.
It can also enhance the
It can launch its new
profitability of the portfolio
product in Southern India
as it can cater also to
and test as it has a strong
those people who use
presence there.
other cosmetic shampoo
It can hamper the image of
in Southern India.
the company as all its
shampoos are economical It can hamper the image
of the Company of being a
and for the masses.
herbal shampoo company.

 Can go for

International
Collaborations :
Only Nyle and Chik is
made available
throughout India.
As well as increase
profitability.

Suggestions for the Company

Launch new products

such as conditioners,
hair care serums, etc:
It can also enhance the
portfolio of the company.
Its users may not be
ready to spend money to
use additional product.

Can launch a premium

shampoo and use it in

its own salons:
Help in creating better
brand image.
Can create brand
awareness

HUL

Cavinkare

Thank You