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A Study On Shampoo Industry in India: Presented by R.Vinoth Mba Ii Year Vijay Institute of Management Dindigul
A Study On Shampoo Industry in India: Presented by R.Vinoth Mba Ii Year Vijay Institute of Management Dindigul
What is FMCG ?
FMCG refers to consumer nondurable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.
FMCG Products
Detergents Toilet soaps Toothpaste Shampoos Creams Powders Food products Confectioneries Beverages Cigarettes
Shampoos
Did you know, that the word Shampoo is derived from the Hindi word Champi. Remember Johnny Walkers famous song - Meri Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish. The British loved the massage so much, they started calling Champi as Shampoo
TG for Shampoos
Hair Shampoos and Conditioners are targeted at
Upper middle class Now, also middle class and house wives Upper class rural consumers Teenagers - they are the major segment
Types of Shampoos
Shampoo market is segmented on benefit platforms
Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal
Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance Consumers attribute lathering to the act of cleaning Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair Most consumers do not use shampoo daily Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes
Shampoo Usage
Per Capita consumption of Shampoo in India - 13 ml Per Capita consumption of Shampoo in Indonesia - 160 ml Per Capita consumption of Shampoo in Thailand - 330 ml
Entry of Competition
Why did competition Enter India
Teeming millions Burgeoning middle class Westernized youth low penetration levels Huge untapped market
HLL Dominance
Clinic, Sunsilk, Organics and Lux and their various brand extensions dominate the shampoo market In 1998, the company re-launched Clinic and Sunsilk brands Sunsilk was re-launched with Fruitamins. Today HLL has a 63 % market share in the shampoo market In South India, Clinic Plus and Clinic All Clear put together have a market share of about 70 %
Recommendations
Emphasis on quality and results By adding free products or offerings Attractive Packaging New emerging countries Global expansion Shampoos for seniors and male segment after doing hormonal and environmental research. If dermatologist consult must be there which helps company to formulate new Shampoos
Conclusion
Shampoo is the personal hygienic product and has a large market. So, it is important to determine which factors play the pivotal role to influence the consumer purchasing behaviors. In this assignment, the first factor is quality, country of origin-brand, theory of consumer ethnocentrism, and the social influence. These variables form a combination to produce an impact as to manifest our different behaviors of