SHAMPOO STP ANALYSIS

SUBMITTED TO: Prof. Mahesh Soni

SUBMITTED BY: Gagan Singh Shishir Jain Vineet Kumar

SHAMPOO
For the purpose of stp analysis of shampoo we have chosen company named Hindustan Unilever Limited. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The company was renamed in late June 2007 to "Hindustan Unilever Limited, to provide the optimum balance between maintaining heritage of the company and future benefits. HUL holds 100 factories across India for manufacturing its diverse product range.

Segmentation: HUL is the largest FMCG company. HULs products are now in 2 hands out of 3 hands of India. The customer of HUL products is every one. Starting with child, youth to old age as well. Women are fond of the product of HUL. All product are available for womens needs & desires So, HUL is targeting as a whole for its product.

HUL HAIR CARE

STP OF SUNSILK

SEGMENTATION Demographic Age : young age mostly youth Gender : female Religion : all Marital status : single or young mother Occupation : young working women Income : middle and upper middle class

Social Grade B middle class C1 lower middle class

TARGETING The target market of Sunsilk Shampoo for Iron Heated Hair is young aged women who likes to make up their hair with iron heated hair stylist. Those who are active, dynamic and simple but still conscious of their need to be beautiful. It has been designed to keep the hair healthy and beautiful, though this kind of attitude has become their lifestyle. POSITIONING Sunsilk Shampoo for Iron Heated Hair provides real solution to modern womens lifestyle Sunsilk was launched in1964, is the largest beauty shampoo brand in the country. Positioned as the 'Hair Expert', Sunsilk has identified different hair needs and offers the consumer a shampoo that gives her the desired results.

The benefits are more compelling and relevant since the variants are harmonised in terms of the product mix - fragrance, colour and ingredients are all well linked to cue the overall synergy. The range comes in premium packaging and design. The accent is on "It knows you, and hence knows exactly what your hair needs". Sunsilk encourages young women in India to live for today. Sunsilk helps you transform the beauty of your hair instantly because LIFE CAN'T WAIT!!

STP OF CLINIC PLUS

SEGMENTATION Demographic Age : from youth to adult age but mostly youth Gender : both male and female Religion : all Income : middle and upper middle class Social Grade all grade of the society from middle class to higher end class

Geographical Segmentation

Urban market and Rural Market Clinic all clear are high quality ranges of shampoos for the upper-mid and midmarket consumer segments. As these segments mostly prevail in urban areas vivel was losing a greater share of markets. So the new strategy will be to capture the rural untapped market which accounts for 20% of shampoo sold in the country . Why rural market ? Half the national income is generated in the Rural India. 2/3rd of the population lives here. A World Of Opportunities and Challenges Traditional Outlook Large and Scattered market Major income from Agriculture Target Audience Clinic all clear is a high quality range of shampoos which were created keeping the following target audience in mind: Upper middle class Middle class and house wives Upper class rural consumers Teenagers. Lower Middle Class Semi Rural Positioning Anti dandruff shampoo. Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest selling shampoo, offering the five most important hair health benefits: strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient.

The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual shampoo it not only fights the last dandruff flake, but also adds back lost nutrients to make hair healthy and beautiful. Clinic All Clear Total is a dandruff solution for everyday use.

DOVE SHAMPOO STP

SEGMENTATION Demographic Age : from youth to adult Gender : both male and female Religion : all Income : upper middle class and high end class

Social Grade it is basically a premium brand catering to the needs of high end class TARGETTING DOVE is a high quality range of shampoos which were created keeping the following target audience in mind:

Upper middle class Upper Middle class and house wives Upper class consumers Teenagers. Premium class and luxury class

POSITIONING Dove has been postioned as a product fulfilling the needs of high end consumer class. Dove Became Indias Largest Premium Shampoo Brand within the launch of 1 year. HUL is upgrading Dove time to time to meet customer needs e.g. Dove Daily, Dove Dry Therapy, Dove Breakage Therapy & so on

STP OF CLINIC ALL CLEAR

SEGMENTATION Demographic Age : from youth to adult Gender : mainly male segment Religion : all Income : upper middle class and high end class Social Grade it is basically a premium brand catering to the needs of high end class who want to fulfill the desire of anti dandruff needs

TARGETTING CLINIC ALL CLEAR is a high quality range of shampoos which were created keeping the following target audience in mind:

Upper middle class Upper Middle class and house wives Upper class consumers Teenagers. Premium class and luxury class

POSITIONING CLINIC ALL CLEAR has been positioned as the anti dandruff shampoo to attract the youth towards the styling needs with male celebrity and endorser. It has a strong tag line of: New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous