BRAND BUILDING AND DEVELOPMENT FOR KESH KING SHAMPOO AND

CONDITIONER

SIP PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT

OF THE REQUIREMENTS FOR THE
PGDM PROGRAMME

BY MEGHA GOENKA
ROLL NO.: 2017113075

SUPERVISORS:
1. COMPANY GUIDE: MR. SANTOSH JAYSWAL
2. FACULTY GUIDE: DR. S ANANT RAM

INSTITUTE OF MANAGEMENT TECHNOLOGY, NAGPUR

2017-2019
 ACKNOWLDEGEMENT

I would like to express my deepest appreciation to all those who provided me the possibility to complete this
report. The internship opportunity I had with Emami Ltd. was a great chance for learning and professional
development. I am grateful for having a chance to meet wonderful people and professionals who led me though
this internship period.

I use this opportunity to express my gratitude to my Company Guide, Mr. Santosh Jayswal (Sr. Brand
Manager, Kesh King), who in spite of being extraordinarily busy with his duties, took time out to hear, guide
and keep me on the correct path throughout the tenure.

It is my radiant sentiment to place on record my best regards and a deep sense of gratitude to Mr. Kaushik
Ghosh, General Manager, Emami Ltd. for giving me this wonderful opportunity to intern at this esteem
organization, allowing me to carry out my project.

Last, but definitely not the least, I would like to extend my deep sense of regards to my Faculty Guide, Dr. S
Anant Ram, for his constant support throughout. I could not have successfully completed this project without
him.

I perceive this opportunity as a step towards my career. I will strive to use this knowledge gained in the best
possible way, and will continue towards improvement in order to attain the desired goals.

Sincerely,
Megha Goenka
Batch 2017-19

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INTERNSHIP COMPLETION CERTIFICATE

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 TABLE OF CONTENT

SL NO. TOPIC PAGE NOS.

1 INTRODUCTION 5-6
1.1 FMCG IN INDIA 5
1.2 EMAMI LTD. 5
1.3 SHAMPOO SECTOR IN INDIA 6

2 OBJECTIVES OF STUDY 7

3 RESEARCH METHODOLOGY 8

4 COMPANY ANALYSIS 9-12

4.1 ABOUT THE COMPANY 9
4.2 HISTORY 9
4.3 MERGERS AND ACQUISITION 10
4.4 BRANDS 10
4.5 KESH KING 11-12

5 TABULATION AND FINDINGS 13-20

6 INTERPRETATION AND CONCLUSION 21-23

7 RECOMMENDATIONS 24
7.1 PROMOTION 24
7.2 SHAMPOO RELAUNCH 24
7.3 CONDITIONER PACKAGE DEVELOPMENT 24

8 LIMITATIONS 25

9 SCOPE OF FUTURE IMPROVEMENTS 26

10 BIBLIOGRAPHY 27

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 INTRODUCTION

1.1 FMCG IN INDIA

FMCG is the 4th largest sector in the Indian economy. There are three main segments in the sector – food and
beverages which accounts for 19 per cent of the sector, healthcare which accounts for 31 per cent and
household and personal care which accounts for the remaining 50 per cent.

One of the major growth drivers is the growing

awareness, easier access and changing lifestyles of the
citizens. The number of online users in India is likely to
cross 850 million by 2025. Retail market in India is
estimated to reach US$ 1.1 trillion by 2020 from US$
672 billion in 2016, with modern trade expected to grow
at 20 to 25 per cent per annum, which is likely to boost
revenues of FMCG companies. Along with this, people
are gracefully embracing Ayurveda products, which has
resulted in growth of FMCG major, Patanjali Ayurveda,
with a m-cap of US$ 14.94 billion.

Haircare is the leading segment with a share of 23% in

terms of driving revenue in the FMCG category, which
is followed by Food and Beverages and Health
Supplements.

1.2 EMAMI LTD.

The inception of Emami took place in 1970s by Mr. R S Agarwal and R S Goenka. In 1978, it acquired Himani
Ltd., a privately owned cosmetics company based in Kolkata.

The company is one of the most leading and fastest growing personal and healthcare businesses in India, with
a portfolio of household brand names such as Boro Plus, Navratna, Fair and Handsome, Zandu Balm, Mentho
Plus Balm, Fast Relief, Zandu Sona Chandi Chyawanprash, Zandu Kesri Jivan, Vasocare, 7 Oils in One, Kesh
King, Diamond Shine, HE Deodorant, Golden Beauty Talc and Naturally Fairness Herbal Fairness Cream

Having a portfolio of over 260 products based on ayurvedic formulations, Emami Ltd. has grown to a Rs. 10
billion company under the Rs. 30 billion Emami Group. Their current operations are made up of more than
63 countries including GCC, Europe, Africa, CIS countries and the SAARC.

They employ 2600 people, spread across 40 lakh retails outlets through a network of 3000 distributors and
have seven plants, four regional offices, one overseas unit, five overseas subsidiaries and thirty-two
distribution centres across India.

1.3 SHAMPOO SECTOR IN INDIA

The shampoo sector in India is divided into two main categories as per the customer’s needs and preferences.
This can be clearly understood by the chart below:
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 Shampoos

Cosmetic Herbal Ayurvedic Basic Needs

Enhancement Benefit -
Shine,Smooth, SIlky

Problem Solving - Hairfall

and Dandruff

The target market for shampoos is mainly the upper class, upper middle class, middle class and particularly,
housewives and college goers. The market was moving towards shampoos providing enhancement benefits
until Patanjali stepped in. With Patanjali, the demand shifted towards Ayurveda.

The Shampoo Industry in India accounts to 7800 Cr from the total sales perspective, out of which Clinic Plus
owns 19% of the share, clearly dominating the industry. This is followed by Head & Shoulders with 16%,
Dove with 13%, Sunsilk with 9%, Pantene with 8%, L’Oreal with 6%, TRESemme with 5%, Patanjali with
6% and Kesh King with just 1% share.

However, of late, the bottom of the pyramid is proving to be profitable owing to the promotion of one-time
use sachets. Cavin Kare, a fast moving consumer goods major created a revolution in the past decade with its
experimentation of ‘Re.1/- Chik Shampoos’ in rural areas. Today, sachet selling is 88% as compared to bottle
selling accounting to only 12%. Ironically, urban India is witnessing a change in shampoo consumption, since
families are moving from ‘one shampoo a family’ to ‘one shampoo a family member’.
However, the revenue earned accounts to 2/3rd from that of bottles and 1/3rd from sachets. Even though sachet
selling is not profitable for the company, they are launched only to increase penetration in the market

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 OBJECTIVES OF THE STUDY
The objective of the study was to gain a hands on experience while working under the FMCG (typically the
shampoo industry). It can clearly be stated as follows:

i) To create preference for Kesh King Shampoo amongst the hair fall sufferers online by building word
of mouth (WOM)

ii) To relaunch KK Conditioner with SKU, MRP benchmarked with the conditioner category for aiding
trial generation

iii) To relaunch Kesh King Shampoo with an altogether new formula along with a new pack design

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 RESEARCH METHODOLOGY

1. CONSUMER SURVEY:

Consumer Survey Method is one of the techniques of demand forecasting that involves direct interview
of the potential consumers. These people were approached and asked for a genuine feedback on various
areas.

Surveys conducted during my internship tenure were as follows:

i) Pack Design test for Kesh King Conditioner benchmarking Sunsilk

ii) Conditioner Benefit Survey
iii) Survey conducted to gather customer feedback on the new Kesh King Shampoo formula

For different brands:

iv) Survey conducted for Boroplus pack design

v) Survey conducted to collect a customer feedback on ‘Consumer Offer’ by Emami 7 Oils in
One

2. FOCUS GROUP DISCUSSION:

The focus group is a research technique used to collect data through an interaction with a on a specified
topic determined by the researcher. Thus the researcher determines the focus of the group and the data
comes from the group. Essentially, it is a group experience. It comprises a small number of carefully
selected people who are recruited to a group discussion based on their commonality of experience.

Under Kesh King, while working on the conditioner package, we chose a group of 15 people who were
asked about the benefits they would expect their conditioner to provide. These benefits were thus
collected and sent for a consumer survey.

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 COMPANY ANALYSIS

4.1 ABOUT THE COMPANY

The inception of Emami Group took place way back in mid-seventies, in West Bengal, when two childhood
friends, Mr. R.S. Agarwal and Mr. R.S. Goenka came together with a vision of combining the age old wisdom
of Ayurveda with modern manufacturing techniques for creating winning brands. In the year 1978, Himani
Ltd. a 100-year-old company with good brand equity in Eastern India and a well laid out factory in Kolkata,
producing a number of cosmetics was acquired by the founders.

Emami Limited is one of the leading and fastest growing personal and healthcare businesses in India. Their
consumer insight is reflected today in the mission statement of Emami Limited: "Making People Healthy
and Beautiful Naturally".

It has a portfolio of over 300 products based on ayurvedic formulations. Their current operations comprise
more than 60 countries including GCC, Europe, Africa, CIS countries and the SAARC. Emami Limited, the
flagship company of the Group, recorded a turnover of Rs. 2541crore, 2017-18.

Within four decades, the company Emami Ltd has a turnover of Rs. 2541 crore, the flagship company of the
Rs.16000 crore Emami Group. The company reaches out to 40 lakhs plus retails outlets through a network of
3150 distributors and have invested in Eight plants, Four regional offices, 1 overseas unit, Nine overseas
subsidiaries and 31 distribution centres and 1 Associate across India. Today, Emami Limited is led by Mr. R
S Agarwal and Mr. R S Goenka with the help of the second generation Promoter Directors from the two
families. Emami Limited has a team of over 3300 people running one of the leading and fastest growing
personal and healthcare businesses in India.

4.2 HISTORY

Started in 1974, today, Emami Ltd. is a blanket to many brands under it. The first product launched by Emami
was Boroplus Antiseptic Cream which was launched in 1984, under the Himani Umbrella followed by
Navratna in 1989. In the year 1999, Emami added a new product in the family by the name of launched Sona
Chandi Chyawanprash. Emami Fair and Handsome, the first fairness cream for men was launched in the year
2005 with Shah Rukh Khan as the brand ambassador. In 2006, the company decided to introduce a Health
Care Division and a number of new brands of Ayurvedic OTC medicines and signed 4 Olympians and 1
cricketer as brand endorsers for Emami Fast Relief in the year 2012. In 2013, Emami introduced a new product
under the BoroPlus family, a facewash and signed celebrity Sonakshi Sinha as the brand embassador. In 2014,
Emami entered the male deodorants space with HE, with Hritik Roshan as its endorser. 2014 also marked a
further extension in Emami’s product line with Zandu Balm Ultra Power. Zandu Gel Balm ‘Junior’ was
launched specifically targeting the kids in 2015. Finally, Emami successfully launched 100% pure honey with
Zero-added sugar in 2016.

In 2005, Emami issued shares worth Rs. 50 Lacs listed under NSE. It demerged Zandu FMCG into Emami in
2009 after a successful acquisition of Zandu Pharmaceuticals for Rs 730 crores in 2008. 2009 also helped
Emami in raising Rs 310 crores through QIP.
In 2010, Emami crossed a net sale of Rs 1000 crore and its market capital reached upto Rs 5000 crores.
Moving further, Emami conceived setting up of its first overseas manufacturing unit in Bangladesh in 2011.
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In 2015, Emami acquired a controlling stake in Fravin Pty Ltd. and exceeded a market capital of Rs. 23000
crores in the same year.

4.3 MERGERS AND ACQUISITION

i) 2006: Merger with J B Marketing & Finance Ltd., the erstwhile marketing company of the Emami
Group
ii) 2008: Acquisition of the heritage brand Zandu on the basis of huge business synergy between the
two brand portfolios at Rs.730 crores
iii) 2014: Acquisition of the brand “She Comfort’
iv) 2015: Emami also acquired Ayurvedic Hair & Scalp business of "Kesh King" as a business strategy
at Rs.1684 Crores (Including duties & taxes)

4.4 BRANDS

1. Boroplus Mentho Plus Balm

Antiseptic Cream
Prickly Heat Powder 4. Fast Relief
Total Results Moisturizing Lotion Pain Relief Ointment
Perfect Touch
Healthy White Fairness Cream 5. Zandu Sona Chandi Chyawanprash Plus

1. Navratna 6. Kesri Jivan Chyawanprash

Cool Oil
Extra Thanda 7. Vasocare
Almond Cool Oil Herbal Petroleum Jelly
Cool Talc
8. Zandu Healthcare
2. Fair and Handsome OTC, Classical, Ethical
Fairness Cream for Men
Instant Fairness Face Wash 9. 7 Oils in One
Complete Winter Solution Damage Control Hair Oil
Laser 12
10. Haircare
3. Zandu Balm Kesh King
Balm Ultra Power
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 11. Diamond Shine
Creme Hair Colour 13. Emami Golden Beauty Talc

12. HE Deodorant 14. Emami Naturally Fair

Deodorant Herbal Fairness Crea
On The Go Waterless Face Wash

4.5 KESH KING

Kesh King was acquired in 2015 as a business strategy at Rs 1684 cr (Including duties & taxes). It is world’s
premier brand in Ayurvedic Hair Care. It has truly emerged as the no. 1 Ayurvedic hair oil brand in India,
with about 40% market share in the segment.

Consumer studies have shown that upto 60% of our population suffers from one or more hair problems, like
hairfall, dandruff, dry scalp, split ends, etc. And this despite using reputed hair care brands, which have existed
for 20+ years. However, since these brands are largely formulated around day-to-day use, they are not able to
solve the hair problems, beyond daily maintenance.

Kesh King fills this unmet need with the wisdom of ancient India called Ayurveda, which is getting
increasingly popular world over as the holistic health care & problem solution methodology. It has researched
these time-tested Ayurvedic texts to glean out efficacious solutions for these hair problems.

The secret of Kesh King’s success lies in gathering rare, precious herbs and processing them rigorously:
strictly in the manner prescribed in those Ayurvedic scriptures. Thus, Kesh King offers a range of Scalp &
hair medicine products, which are certified as Ayurvedic medicines by the governmental bodies to solve the
hair problems in a deep manner that other brands can’t accomplish.

Kesh King is present in Ayurvedic Oil, Shampoo, Conditioner & Capsule categories, and will soon expand to
other facets of hair care as well.

Product Portfolio:
 Oil
 Shampoo
 Conditioner
 Capsules

Key Competition for Shampoo: Patanjali,

Dove, Pantene, Head & Shoulders, Clinic
Plus.

Digital: Kesh King has a strong presence on Facebook with a fan base of 43,000. The brand did a campaign
on YouTube and Facebook promoting their TV Commercial (TVC), which led to increase in consideration
but the conversion to sale on Amazon.com was not affected.

Biggest USP: 21 Ayurvedic Herbs and a shampoo that not only solves hair fall problem but also leaves hair
smooth, shiny and bouncy.

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Reason to Believe: Kesh King is world’s premier brand in Ayurvedic Hair Care and has truly emerged as the
no. 1 Ayurvedic hair oil brand in India.

Target Group: 25-45 years; Sec ABC, Females consisting of 70% and Males with remaining 30%

Challenges: Aggressive Competiton; Low E-Com Sale

Objective:
 Create awareness, consideration & purchase intent & generate first trials
 Direct relevant TG to KK website / E-com sites
 Engage with the TG and get people to use & advocate the product to other

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 TABULATIONS AND FINDINGS

PROBLEMS THAT EXISTED

Product: When it comes to ayurvedic shampoos, people believe that it would leave their hair rough and dry.
Hence, a new Kesh King Shampoo formula with improved foaming was developed. Clinical studies prove
that the new formula performance is better than Dove on
Softness, smoothness, shine and bounce

Packaging: Kesh King Shampoo package was similar to

that of Kesh King Oil. This led to the Kesh King
Shampoo being kept alongside Kesh King Oil instead of
other shampoos.

Kesh King Oil and Kesh King Shampoo (Existing)

Promotion: As explained earlier, Kesh King’s visibility in digital was very low. Not only digitally, but the
awareness amongst customers was low too. Hence, there was a requirement to create WOM in the market.

OBJECTIVE I: TO CREATE PREFERENCE FOR KESH KING SHAMPOO AMONGST THE HAIR
FALL SUFFERERS ONLINE BY BUILDING WOM FOR THE BRAND

Research Activity Over Facebook

The aim was to go through the competitors Facebook page and observe their activity. The objective was to
check Kesh King’s position in comparison with its competitors and the type of posts it can include in its bag
for an expansion purpose.

Result:
i) Indulekha was found the most inactive amongst all. On the contrary, it had a follower base of
77,888. Most of it’s posts contained inorganic likes, more properly put, it was a paid review. Paid
review was found out due to an inconsistency in the number of likes the post received.

ii) Patanjali was found most active with an average of two posts a day. It had the strongest fan base
with 709,152 followers. Most of the posts were generic not biased towards a single brand or a
product. All its posts were observed to gain organic likes with most likes on #ThoughtOfTheDay
posts featuring Ramdev Baba and Acharya Bal Krishna. Also, the variety used in the type of posts
was tremendous.

iii) Kesh King was also active with a fan base of 42,946, which is quite below as compared to that of
the competitors. The number of posts varied from one in two days to one in five days. Kesh used
variety of posts to lure the customers and was observed to get organic likes in most but paid ones
in a few.

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Observing Activity On Market Places and Google

The aim was to check the presence of the competitors on various market places and the blogs that were
recurring. I was required to use 10 keywords in each case, Brand (associated with Kesh King), Generic (for
Eg. Best Ayurvedic Anti Hairfall Shampoo) and Competitors (Eg., Indulekha Hair Products), over google and
market places (amazon, nykaa etc.) to get a knowledge of SEM and SEO. I was also asked to observe the
results that appear on the first page on typing each keyword.
Result:
Competitor Keywords Generic Keywords
Blogs beautystylr Blogs stylecraze
mouthshut.com Quora
makeupandbeauty vanityapologies
Quora tipsandbeauty
theskinstore makeupandbeauty
tipsandbeauty beautyandhealthtips
Market Amazon Market Amazon
Place Flipkart Place Nykaa
Nykaa Indiamart
Indiamart Omved
snapdeal Flipkart
privyshop
Bigbasket

When it came to generic keywords, it was observed that Himalaya and Biotique has appeared in 5/10 and
4/10 keywords respectively. Hence, they have been marked as the benchmark

What is Kesh King doing?

Blogs mouthshut.com
Quora
Market Amazon
When it came to the Brand Asset where the brand keyword Place Flipkart
was concerned, it was observed that the like to the brand Indiamart
webpage appeared in 9 out of 10 searches. The company mall.coimbatore
website on the contrary was found in 3/10 searches and the link Nykaa
where customers are directed towards the YouTube ad ayurvedmart
appeared in 6/10 searches. purple
Ebay
aaramshop
sonipatbazaar

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Comparison Over Amazon, Nykaa, Bigbasket and Grofers

The aim was to see whether Kesh King feature on the Top 10 list. Similar set of generic keywords were taken
and entered under the mentioned platforms. In concern with Nykaa and Amazon, the number of organic
reviews and the average ratings per brand was also compared. Given below is the chart showcasing the top
brands that appeared and were common on both sites along with their reviews on the respective market places.

Brands Amazon Nykaa

Reviews Organic Ratings Reviews Ratings
Indulekha 3221 3046 3.5 150 4.3
Parachute 73 60 4 54 4.5
Result as per Amazon and Nykaa Patanjali 193 152 3.5 13 4.2
Kesh
Kanti
Trichup 30 25 4 4 4.5
Sesa 39 25 4 - -
Aswini 5 4 3 - -
Dhatri 15 12 3.5 - -

As far as BigBasket and Grofers were concerned, the only thing compared were the brands that re-appeared
in more than 3/10 keywords. The top 10 common amongst both platforms are showcased below:

BigBasket Grofers
Dove 5 3
TRESemme 5 3
Sunsilk 4 3
Nyle 4 3
Patanjali Kesh 3 1
Result as per BigBasket and Grofers
Kanti
Parachute 2 4
Indulekha 1 4
Sesa - -
Aswini - -
Dhatri - -
Trichup - -

Digital Agencies

Four digital agencies, namely Merkel Sokrati, Sparkt, The Digital Street and Wat Consult had approached
Emami Kesh King to fulfil their objective of going digital to reach the desired response. I was required to
form a basis at which each one of them can be evaluated which would help the brand in landing to a decision.
I had created an evaluation metrics on the basis of various parameters and had rated the pitches presented by
each of the agencies. The parameters along with the weights assigned to them were:

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 i) KYC and Brand - 30%
ii) Strategy (Content and Story telling) – 30%
iii) Design Strategy – 20 %
iv) Measurement and Analysis – 20%

Digital Dashboard

On the final note, I was asked to prepare a draft of a digital dashboard for the selected digital agency, i.e. The
Digital Street to keep a track of the events and reviews going on digital. The draft proposed by me was divided
into 5 heads being:

i) The SEO Dashboard, comprising of the number of searches and the website activities.
ii) The E-Comm Dashboard, comprising in measuring activities on Amazon, Flipkart, Nykaa and
others.
iii) The Social Media Dashboard, comprising of the activities taken by the competitors on YouTube
and Facebook.
iv) Testimonials, where the number of testimonials added were measured, and
v) Social Listening, under which the percentage of negative, positive and neutral sentiments for Kesh
King and the competitors will be measured.
OBJECTIVE II: TO RELAUNCH KESH KING CONDITIONER WITH A NEW PACK DESIGN

As mentioned above, the package of Kesh King Shampoo was similar to that of Kesh King Oil. Hence, the
new Kesh King Shampoo bottle has been designed without a carton as per shampoo category codes. The SKUs
have been reconfigured as per the category – 80ml, 200ml & 340ml

Conditioner Claim

I was required to prepare a comprehensive list of benefits claimed by competing brands. For this, a focused
group discussion was carried out where 30 people were called in and asked about the benefits they expect
from a conditioner. Their response was collected and a list of 20 benefits was made. A consumer survey was
henceforth carried out to come to a decision.
Parameter Number of Percentage
People Selected Votes
Moisturizes 17 57%
Frizz free 17 57%
Result: Moisturize, Frizz management, Silky, Shiny,
Nourish were the most desired benefits Silky 15 50%
Shiny 14 47%
Nourish 14 47%

Conditioner Pack Design Test

Test 1:
 3 new designs along with the existing pack design and the competitor’s (benchmarking Sunsilk) was
sent for a review.
 30 people were approached.
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  Individuals were asked to provide rating to each of them out of 5.
 Pack design 1 was preferred by the maximum in test 1.

Average Ratings:

Pack Design Pack Pack Existing

Sunsilk
1 Design 2 Design 3 Package
3.7 2.8 2.8 2.7 3.5

Test 2:
 We received 2 new designs for review.
 A similar test was conducted with the winning pack of the 1st round
and 2 new designs.
 Pack design 4 received the highest rating with an average of 3.4

Average Ratings:

Pack Design 1 Pack Design 4 Pack Design 5

3.1 3.4 2.8

Hence, the brand was recommended Pack Design 4 to go ahead with.

Pack Design 4 with Maximum Votes

Content for Claims

Under this, I created few front and back claims using the five benefits (as per the survey) and proposed it to
the brand. A few of them were as follows:

 Kesh King Conditioner moisturizes and nourishes each strand from the roots and leaves your hair frizz
free.
 Kesh King Conditioner regenerates broken bonds in the hair and nourishes it to make it healthy, shiny
and frizz free
 Kesh King Conditioner repairs damaged hair, and moisturizes the scalp too. This conditioner is infused
with the goodness of 21 Ayurvedic Herbs, Aloe and various softening and revitalising nutrients. It
smoothens the hair fibre, and nourishes it to make it healthy, super shiny and frizz free

OBJECTIVE III: TO RELAUNCH KESH KING SHAMPOO WITH AN ALTOGETHER NEW

FORMULA ALONG WITH A NEW PACK DESIGN

Positioning Chart

In order to understand other brands with the same variant as that of Kesh King’s, i.e. Anti Hair-fall, I was
required to prepare a positioning chart. The chart took into consideration shampoos with anti-hairfall variants.
I had to deeply analyse their advertisements and come up with the following:

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As explained earlier, people hesitate in using Ayurveda for haircare as it leaves their hair rough and try. They
adapt to the shampoos with chemicals like that of Dove, TRESemme because it provides shine to their hair
leaving it smooth and silky. This is called the enhancement benefit. Hence, there arose a need gap. With the
new Kesh King Shampoo formula, the brand positioned itself as an Ayurvedic shampoo with Enhancement
Benefit which fills up the need gap that is created in the market. Thus, the brand’s positioning is

Kesh King Shampoo = Ayurveda + Enhancement Benefit

Hair Models to be Replaced on the New Pack

The brand was looking for an alternative to replace Shruti Hassan’s picture from the the shampoo’s new label.
I was required to do a thorough research on the net over platforms like gettyimages.com and imagebazaar.com,
and suggest models who could fit in, on the new pack. Around 20 regular face models were selected and
presented. However, the company decided to go ahead with Shilpa Shetty, who was already signed by Emami
for the brand Diamond Shine (haircare segment). After a rigorous search on regular faces, I was given a book
consisting of Shilpa Shetty’s portfolio shoot for Emami wherein, I had to choose the best shots and present it
for future references. The sample pack shots presented are given below:

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Even though the brand has started using Shilpa Shetty’s image on it’s artwork, the label remains the same
with the Shruti Hassan’s image. The brand is yet to take the decision on this.

Customer Feedback on the New Shampoo Formula

The samples of the new Kesh King shampoo formula was distributed to a sample of 30 women. They were
asked to apply it once and feedback was hence collected. They were also asked to rate their existing shampoos
on the same parameters. This entire survey was done on a five point scale.
The objective was to know where they stand in comparison with the market leaders in terms of enhancement
benefit.

Result: The average of the feedback gathered has been presented below:

Kesh King New Formula

Foaming Softness Smoothness Shiny Cleansing

4 4 3 3 3

Competitors
Foaming Softness Smoothness Shiny Cleansing
4 4 4 4 4

Analysis: As seen from the data, in terms of Foaming and Softness, Kesh
King new formula is at par with the shampoos existing in the market,
namely TRESemme, Dove, Patanjali Kesh Kanti etc. However, it lags
behind when smoothness, shiny and cleansing is concerned.

New Kesh King with 21 Ayurvedic Herbs

Market Representative Card (MR Card)

These are cards made for the retailers specifically to make them aware of the the SKUs offered, the MRP of
each SKU, the New Trade Schemes and the Retail Margin. Emami had hired DPS Adv agency to fulfil this. I
was responsible to coordinate with DPS and also propose them a structure at which they can go about.

Artworks (Streamers, Danglers, Posters Etc.)

Danglers, Streamers etc. are simply advertisement materials used for promoting the product. Kesh King
planned on making these danglers visible in Modern Trades like Big Bazaar, Spencers etc. The dangler had
to be eye catchy. Hence, I had provided with a lot of minor recommendations to improve on. I was also
responsible to coordinate with DPS Ad Agency, for the new artworks that are in the verge of getting launched
in the market. The artworks launched will be in Kannad, Telgu, Hindi and Bengali.

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Material for Sales Team

The sales team of Kesh King believed that the old formula was better because of the reviews they got. Hence,
we had to convince them with figures that the new formula is even better than Patanjali Kesh Kanti. For this,
I prepared a structure of material to be sent to the sales team which is shown below:

Structure for Material for The Sales

Team

Note: Many images and data have not been shown here keeping in mind the company’s confidentiality. Also,
the launch of the products mentioned is due.

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 INTERPRETATION AND CONCLUSION

Kesh King Shampoo is at a much more nascent stage than the Oil. In this era, going digital for each brand is
exceptionally important. The problem also lied in creating awareness. The in-store visibility also suffered due
to lack of awareness of Kesh King in the shampoo category. In 2017, Kesh King launched sachet, which
turned unsuccessful due to lack of advertising. Digitally, Kesh King’s visibility is extremely low. Hence, Kesh
King decided to improve communication on various platforms including TV, Print, Digital and by building
WOM.

 The brand decided to go for a digital agency which could undertake to help Kesh King achieve what
it proposed. For this, around 4 agencies had come up with their proposal. After a thorough evaluation
of each one of them, I had rated them as per the evaluation metrics in addition to which I had proposed
the changes required (as seen below). As per my ratings, The Digital Street and Wat Consult were at
par with each other. However, after a comparative study between both agency, the brand finalized The
Digital Street as the more appropriate agency.

 I had done a thorough analysis of keywords that are being used by regular users on a day to day basis
on google to find solution to their hair problem. In this, I segregated the paid and sponsored
advertisements with that of organic. Even the links that occurred directing the user to the brand
website, and the links that directed the user directly to market places were noted. Along with this, I
had also used similar keywords on market places like Amazon and Nykaa to search for the same. This
helped in choosing a benchmark for Kesh King. The activity was also performed to observe the top 10
brands tat appear in these sites using certain keywords. However, Kesh King’s visibility was nil here.

Kesh King's What should KK do,

 I had also done an in-depth analysis over the net to Activities along with the
prevailing activities
help the brand figure out the market places they
mouthshut.com beautystylr
should definitely be present on when it comes to
Quora tipsandbeauty
being digital, so that they are at par with their stylecraze
competitors. Even the blogs that were repetitive for Blogs vanityapologies
most brands were noted. My recommendations beautyandhealthtips
included a few blogs and market places that has been
mentioned alongside. Market Amazon theskinstore
Place Flipkart
Indiamart
Nykaa
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  Lastly, after finalizing of The Digital Street for Kesh King’s digital activities, I had proposed a
structure of a digital dashboard to the brand so as to keep track of the activities happening digital
keeping the brand’s objective in mind. This was done using secondary data available on the net. The
dashboard was approved with very few changes in it.

Due to a similarity in the pack designs of Kesh King Oil and Shampoo (as already discussed), there was a
decline in demand for the oil which inturn affected shampoo sale as the shampoo equity is dependent on the
demand for Kesh King Oil. Kesh King was kept alongside Kesh King Oil in the stores which went un-noticed.
To avoid this, Kesh King changed its entire design pack which is easily distinguishable. It is also working on
increasing store visibility with posters, banners, danglers and shelf strips.

 Firstly, to understand how Kesh King should position itself in the market in order to gain a competitive
edge, I went through brand positioning of various competitors. For this, I made a positioning chart
which included their platform, functional benefit, emotional benefit, reason to believe, taglines and
endorsers. This helped me understand the gap that was created and how Kesh King’s positioning could
help the brand.

 I was required to look for front face regular models flaunting their hair to use on the new Kesh King
Shampoo pack. This went on for quite a few days until the company decided to stick to a celebrity
endorser. Hence, I suggested a few Shilpa Shetty’s picture from Emami’s portfolio which is now being
used as a background in the artwork made.

 Kesh King had a translucent green formula previously, which was changed to a pearly green texture
to keep pace with the competitors. Their basic expectation from shampoos is hair cleansing and silky,
shiny and beautiful hair. Hence, the brand strategized to break the myth that ayurvedic shampoos lead
to dry and rough hair by establishing the dual proposition of Kesh King Shampoo, i.e., Enhancement
Benefit + Ayurved. To check this, a consumer survey was conducted where in 30 people were
distributed 20ml samples to test on their hair. This survey was carried out twice as the feedback that
came in were not genuine. Finally, the genuine result suggested that the new shampoo formula is at
par with various other brands when it comes to providing enhancement benefit, and is also better than
the old Kesh King shampoo formula.

 The brand decided to improve the store visibility through danglers, streamers, banners etc. For this,
DPS advertising agency was contacted. I had gone through various guard books to look for references
that can be used to strategize artwork for Kesh King. Danglers were released in 4 different languages,
Kannad, Gujrati, Telegu and Bengali. I would co-ordinate with the agency for any kind of corrections
that was needed. I had also proposed a structure to the ad agency to follow while making a Market
Representative Sheet (MR Sheet), which is for the retailers to make them aware of the trade schemes
that the brand offers and other product related queries. A structure for a sheet convincing the sales
team of Kesh King that the new formula of shampoo is better than the old and in fact better that
Patanjali Kesh Kanti was also proposed by me (given above). The proposed sheet was used as it is
with only a change in the background.

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Conditioner has become a habit for most users after they shampoo their hair. Hence, it was important for Kesh
King to re-launch its conditioner pack too along with the shampoo pack.

 I had done a consumer survey with 5 samples of conditioner pack designs. 30 people were approached
and asked to provide a rating as well as their feedback. The design chosen was then finalized by the
brand.

 Different brands have also been using various claims in order to distinguish themselves from others in
the market. This would often come in the form of positioning of conditioner differently altogether.
Hence, in order to understand this, I made a chart comparing different claims by different brands under
the conditioner category. The ones that were repetitive and frequently being used were highlighted.
Post this, a focused group discussion was carried on wherein 30 people were randomly asked about
the benefits they expect from a conditioner. The answers were noted and we had finally managed to
come up with 20 different benefits to conduct a test on, 5 of which were shortlisted. The final benefits
to be used while positioning the brand are Silky, Shiny, Smooth. This was an outcome of the survey
conducted.

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 RECOMMENDATION

PROMOTION

 To benchmark Patanjali specifically for Facebook activities and frequently post variantions in post
type when it comes to platforms like Facebook. The brand should include posting articles, ingredient
led content, #Thoughtoftheday posts, any fact related to hair, also provoking people to adapt to the
new ayurvedic formula with enhancement benefit

 Kesh King should definitely do something with the content it posts digital so as to appear in top 10
search results under various market places like (Amazon, Nykaa, BigBasket, Grofers) and Google.
This can be done by focusing on SEO considering Himalaya and Biotique as benchmark for generic
search on google

 After evaluating the 4 digital agencies, I had shortlisted Wat Consult and The Digital Street. On further
comparison, and a careful evaluation of their monthly retainer, I recommended that the brand to move
ahead with The Digital Street, which was finalized taking everyone’s views in consideration

 For the brand to keep track of their digital activities, I had suggested a structure of a Digital Dashboard

SHAMPOO RELAUNCH

 Recommended a few regular face models to the brand for the purpose of replacing Shruti Hassan on
the shampoo pack design. The brand further decided to move ahead with the Celebrity Shilpa Shetty.
I had shortlisted a few images of Shilpa Shetty which is now used as the background for artwork

 Going by the feedback received on the new shampoo formula, the brand was recommended to improve
on the fragrance as the consumers found it too strong

 Suggested a few references of different brands for the artwork (Danglers) to increase the in-store
visibility

 Recommended a structure for both Market Representative Card (to be used for retailers) and a material
to convince the sales team that the new Kesh King shampoo formula is better than that of Patanjali
Kesh Kanti

CONDITIONER PACKAGE DEVELOPMENT

 Recommended the brand to go ahead with pack design 4 as the new pack for conditioner going by the
result of consumer survey

 Recommended the brand to use keywords ‘Silky, Shiny, Smooth’ as enhancement benefit for Kesh
King

 Recommended a few claims that was framed around the benefits shortlisted as a result of the survey.
The claims could be used on the back panel as well as the front
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 LIMITATIONS

 Most of the data collected while evaluating the platforms Kesh King should be present on in
comparison with its competitors was collected through the net.

 The consumer survey for testing the shampoo samples had to be conducted twice. The feedback
collected on the first trial was not genuine and hence, the second survey had to b carried out.

 The result on the feedback on shampoo formula was biased as the consumers were naturally inclined
towards the brand they regularly use. The users declined switching to the new Kesh King shampoo
formula when asked, even though they gave more rating to it.

 The survey on shampoo required users to apply the shampoo only ‘once’ before giving a feedback.
Any shampoo takes 3-4 wash to actually show its impact on the hair quality. Hence, the feedback
cannot be totally relied upon.

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 SCOPE FOR FUTURE IMPROVEMENTS

1. New Variant Opportunity:

It was found that most consumers complained of Dandruff, Split ends, Oily scalp, and Breakage. These
are common problems faced by most women. Hence, Kesh King should plan on expanding to an Anti-
Dandruff and a Damage Repair variant.

2. Combo Pack:
Most brands follow the rule of offering consumers with discounted combo packs. Kesh King can
definitely go for either a combo of Shampoo + Oil, Shampoo + Conditioner, or all three of them put
together. This can improve visibility

3. Mela Participation:
Kesh King can also opt for ‘Mela Participation’ for brand awareness and consumer engagement during
festive season

4. Sachet Launch:
The brand should launch sachet to reach out to the rural customers. They can also launch a twin pack
of sachet including shampoo and conditioner both.

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 BIBLIOGRAPHY

Websites:

i) https://www.projectguru.in/publications/overview-indian-shampoo-market/

ii) https://www.ukessays.com/essays/marketing/the-shampoo-industry-in-india-marketing-essay.php

iii) http://www.keshking.com/

iv) http://www.emamiltd.in/

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