Super Shampoo Products &

the Indian mass market

Group 10
Company Analysis (5C)

Company: Super(brand name) shampoo products

Customers(target): Females aged 18-50, Semi-Urban or Rural HHs, HH

income<1,50,000, low frequency or non-users, significant media consumption

Competition: HUL(46% share), P&G(24%), Cavin Kare(18%), Dabur(7%), etc

Collaborators in Media: Tv, Radio, Retailer, Cinema

Context: Shampoo Industry - 3,000 crores in value; Awareness:- 90% in urban areas, 80%
in rural areas; Per capita per year consumption - 13 ml(much lower than Asian
counterparts); Base of Segmentation- Benefit; Increasing share of Rural HH in FMCG
Decision Problem

Designing the marketing strategy for Super shampoo brand based on

analysis of survey on consumer behavior

Alternatives for building and branding product

1. Cosmetic
2. Anti-dandruff
3. Herbal
Evaluation of Alternatives

1. People believe that chemicals are bad for their hair

2. They also believe that Clinic Plus, Head & Shoulders and Chik have a lot of
chemicals in them
3. Moreover, less than 3% of people have used herbal shampoos and less than 2% have
come across their ads
4. This means, there is a untapped market for herbal products in this segment
5. Also, non-users and low frequency users of shampoo use natural products like
shikakai to wash their hair which are fairly cumbersome
6. Our herbal shampoo marketed in this segment can solve this problem
Recommended Action

● Brand attributes- Confidence, youth, herbal, medicinal

● Medicinal/Ayurvedic additives like Shikakai, Tea, etc.
● Promotion- Radio, retailers, television ads, and newspaper
& print media
● Packaging- Sachets- multiple sizes & bottle packs for
super savings; Should attract youth
● Place- Rural markets including small kirana shops, melas,
stalls,
Action Plan to handle negatives

● Combating unawareness: Educate shoppers through retailers, youth, head of villages

to create awareness among the customers
● Herbal vs Chemical war: Established companies with cosmetic and anti dandruff
shampoos can diversify portfolio when we have expanded market. Will have to
regularly take pulse of people and create a strong CVP to retain customers in future
● Threat of traditional hair washing stuff like shikakai: Shampoo has to clearly
differentiate by giving a superior experience as compared to traditional hair washing
elements
Thank you !!