SHAMPOO CATEGORY

Presented By:
Kali Prasad Reddy
Darshan Jain
Bhavya
Swaroop
Pavan
Rahguveer

Agenda

The Indian Context

Shampoo Market in India
The FMCG Market in Rural India
Different Companies & their Market
Share
Super Shampoo Products
STP Analysis
4 Ps of Marketing
SWOT & PEST Analysis

The Indian Context

Diverse array of product categories,

brands, prices, lifestyles and cultures.

India is characterized by the

unorganized sector in a number of
products.

The high penetration yet low per capita

consumption of shampoos in the Indian
Market.

Shampoo Market in India

The hair care market in India was

approximately 70 billion rupees, of which
the shampoo category was estimated to
be around 30 billion rupees.

Out of this B2C has a market share of

85% and B2B has a market share of 15%.

The key national players in this category

were HUL, P&G, Cavin Kare and Dabur.

The FMCG Market in Rural

India

Broadly split into households care,

personal care, and food & beverages.
The FMCG market is expected to increase
at 14.5% to touch US$110.4 billion during
2012-2020
Food products is the leading segment
accounting for 43% of the overall
percentage, followed by personal
care(23%) and fabric(12%).
Rural India contributing 57 per cent of
total growth.

Media Trends in Rural

India

Television was the media with the

highest reach, yet it penetrating
only 38% of rural India.
Radio was ahead of print media, it
reached 18% while print reached
15%.
Outdoor media such as wall
painting, folk media and fairs.
Influencers were also an important
medium of distributing
information.

The Rural Indian

Consumers

Rural India was a highly

heterogeneous consumer market.

Rural India had a lower level of

traditional education.

Rural India consumers were

historically believed to be
conservative, implying a highvalue consciousness.

Different Companies and

their Market Share

Super Shampoo
Products

Background

Suresh Venkataraman a successful

marketer in southern part of India.
He was fascinated by the power of
consumer products in Rural
Market.
He decided to launch a new cosmetic
product with a brand name Super
Shampoo.
He wanted to make this brand
successful but with limited budget.

Survey
Respondent Profile

Respondent Background- They were

typically from families, in the age
group of 25-40, was usually the wife.
The respondent belonged to the lowincome households.
Media Habits TV Viewing
Advertisement Involvement
Celebrity Influence
Other Media- Radio, Newspaper

FMCG Buying Patterns

Categories and Purchase Behavior

Sources of Awareness

New Brand Trials

Attitudes, Interests, and

Opinions

Most number of people are enjoy

watching TV

They ask friends and neighbors before

buying something new.

They trust on , if celebrities are

endorsing a product, then it must be
good.

People opinion on different

shampoo products

It keeps their hair healthy and strong

It has a great fragrance
It makes them look beautiful
It is recommended by hair experts
They will buy the shampoo in sachet
only
They will ask the retailer about it
before buying

STP Analysis

o
o
o

Benefit-Based SegmentationBiggest hair problem- Hair fall

Anti-dandruff market- Fast Growing
Benefit Segments:Cosmetic ( which refer to shine,
strength and luster)
Anti-dandruff
Herbal

Targeting

The target market for super shampoo is rural

women who likes strong and healthy hair.

Positioning

SWOT analysis

PEST Analysis

Conclusion

Before launching super shampoo,

Venkataraman conducted a market
survey, it demonstrate complete picture
of shampoo market, it helps him to
understand the rural people attitudes,
interests and opinion on shampoo
products , it further reduce
manufacturing and operational cost, it
leads to profit driven for super shampoo
products.

Thank You