MUHAMMED MUGHNI ATIQUE

11108001
Case Analysis:
Super Shampoo Products And The Indian Mass
Market

Question no1:
In Indian market non user of shampoo do not wash their hair very often, according to data
provide in Exhibit 9 only 48% consumer wash their hair once in a week and only 43% consumer
wash their hairs twice a week. Mostly peoples indicate that they did not use shampoo according
to data provide in Exhibit 9 only 24% consumers use shampoo, 37% consumer use different
soaps for washing their hair and 67% consumers wash their hair with Shikakai. This indicate that
majority of people use shikakai and different soaps for washing their hair.
Media trend in Rural India:
Rural India is considered as a dark media market because

Only 38% people having access to television, radio with 18% and print media with 15%.

Other gathering in village like melas, haats, which has a huge gathering.

According to data provided in Exhibit 9, 96% peoples learning about shampoo via television this
mean, this medium play an important role in creating need for product. 51% peoples also
indicate that they choose the brand of Shampoo by saw ad on television. 75% peoples indicate
that they see the advertisement of Clinic Plus and 61% people use clinic plus shampoo. 99%
people indicate that they use sachets because price of sachets is low and available is small sizes
and only 1% community use shampoo bottle.
According to data provided in Exhibit 9 people believed that shampoo should only be used on
occasion to wash oil from hair, washing with shampoo makes hair more beautiful and mostly
people buy shampoo in sachets.
Q2: compare and contrast cognitive and affective beliefs.

Cognitive

Affective

MUHAMMED MUGHNI ATIQUE

11108001
Case Analysis:
Super Shampoo Products And The Indian Mass
Market

Clinic Plus

Cosmetic Shampoo of

Young girls between 8 to 14

Unilever.

years old.

Positioned as family value

Influencer: Mother because

and health foundation.

mother is decision maker in

family.

Solve problems like hair fall

improving shine and strength.

Target: low income

households.

Head and shoulder

Anti dandruff shampoo of

Young male and female

Procter and Gamble.

between 18 to 25 years old.

Positioned as anti-dandruff

Influencer: experts and

shampoo.

celebrities

Approved by dermatologist.

Target: premium class of

society.

Chik

Cosmetic shampoo of Cavin

Young women between 18 to

Kare.

25 years old.

Positioned as soft, nourished

Influencer: Mother

beautiful hair for confident

Indian women

Target: low income

consumers.

Q 3: how should a new shampoo launched?

MUHAMMED MUGHNI ATIQUE

11108001
Case Analysis:
Super Shampoo Products And The Indian Mass
Market

It is clear that rural market is very large market as compare to urban market. Consumer wants
those products which are long lasting, easy to use and cheaper.
Target: Rural villages of India.
Product strategy: packaging of the product should be colorful and decent sachets in order to
attract the rural consumer.
Pricing strategy: in rural areas per capita of people is low as compare to urban peoples. So price
of product in rural market is low
Promotion strategy: In rural market TV, radio and print media are not so much popular. So
different promotion strategy should be adopt like promoting the product at village haats, melas
and mandis.
Key characteristics of brand:

Low price
Available in sachets
Easy availability