Ishminder Pal Singh Bhatia32211Marketing B
Chik Shampoo was the first shampoo to be launched in sachets and was majorly targeted atRural India for the people falling in low income groups. Launched in 1980s, Chik Shampooidentified a humongous opportunity in rural and semi urban India and created waves with itsentry into these markets. Combining innovative sachet packing, strategic pricing (At Re.1 and50p) and a strong and motivated distribution network, Chik Shampoo transformed the verynature of shampoo packaging and usage.
Concept of Sachets
The sachets were introduced with the thought of making the shampoo affordable andavailable even to the coolies and the rickshaw pullers. The idea was that if salt and talcum powder be sold in the sachets then why not shampoo?
• Lower Middle Class• Semi Rural (Sec B2, C, D)• Monthly household income of Rs 1500 - 3000• Females in age group of 16+
• Trial and free samples• Cinema is the most cherished means of family entertainment and cine stars have cultfollowing in south. Therefore the communication strategy was to leverage this and the AdStrategy was based on the powerful appeal of cinema among common masses• Innovative radio ads based on popular cinema dialogues, unlike plain radio jingles of competitors• Popular cine stars endorsed Chik - Amala, Khushboo, Manorma and Charlie• Radio used as a sole mass advertising medium
Rural MarketingPage 1