Submitted By: Group 3_Sec B

• Upasana Ghosh
• Yashwant
• Sushanth T
Super Shampoo • Sriparna Banerjee
• Shushant Raut
• Himani Keshwani
• UndiSundeep
 Background- 5C Framework
Company
• “Super Shampoo” is started
by Suresh Venkataraman
• About to launch affordable
shampoo targeting the lower
economic strata of
consumers
• The company is trying to tap
the BoP market which has a
huge potential
Collaborator
No collaborators as of now
Context
• Rural Indian consumer market
consists of 12.2% of the world’s
Competition population having 720-790 million
• Clinic Plus consumers
• Head and Shoulders • Hair shampoo value is about 42.8%
• Chik of the entire hair care market,
• Sunsilk estimated to be around Rs 30 billion,
growing at a rate of 14% a year
• With the invention of sachet,
shampoo is now considered as an
affordable product in the rural
market ,approx. 60% – 65% of the
Customers
market
Lower economic strata customers • Suresh Venkataraman wants to
in rural areas launch an affordable shampoo
known as “Super shampoo” to
related it with “superstars”
• Did marketing research to know the
perception of popular branded
shampoos
Decision To launch “Super Shampoo” in the lower
economic strata customers
Problem
 Recommendation

Product
• Strong fragrance and deep cleansing, using Shikakai
• Selling through Sachets in the rural areas initially
Price
• Pricing the product in between clinic plus and Chik
shampoo
Promotion
• Radio – in morning, TV and banner ads using local
language jingles focusing on healthy and strong hair,
using umbrella marketing
• Having ads related to family rather than having a
model focused ad
• Sponsoring movies of A-list stars in rural areas where
demonstration would be given in between the movies
and providing samples to the people after the movie
• Selling in Melas and Haats
• Door to door selling and giving sachets to increase
word of mouth
• Having sales person go to stores and ask for the
brand
• Focusing more on hair care benefits of the product
• Contacting local retailers to promote the product
• Showing benefits of washing hair frequently