Objectives:

Dry shampoos can come in handy when you don’t have time to wash your hair, but we have to make
sure we use them correctly in order to avoid certain problems.

Although they’re called dry shampoos, these products are not really shampoos, since they contain no
cleansing agents. Rather, they contain powders (and sometimes alcohol) that act by absorbing or
diluting the excess sebum on our hair. This results in cleaner-looking hair, without an actual wash.
But it also comes with its set of problems or issues.

1. Low consumption frequency. Shampoos all over the market are facing problems to increase
their
2. Consumption frequency. With that in mind it is even tuff for dry shampoos to increase their
consumption rate.
3. There is heavy competition from the existing leaders(HUL) resulting in higher chances of them
coming up with a dry shampoo or aggressively or marketing their liquid based shampoo as
superior
4. In India, the sachet cased shampoo market is predominant. An aerosol based spray solution is
hard to sell.
5. Chemical perception. People see it as a chemically overdosed strong agent and its OVERUSE can
lead to scalp conditions and hair loss.
6. Dry shampoo DOES NOT clean your hair. It builds up a residue in your hair that can make your
scalp feel and appear sandy and grainy, but the products also may dry out your hair, making it
brittle or fragile.
7. People in India are still using soap bars to wash hair, especially in rural India and thus resulting
in a huge share of market being inclined towards a different school of thought.
8. Even with the purchase and usage of dry shampoo, you need a cleansing shampoo also. If you
aren’t cleansing and clarifying your scalp, there will eventually be a heavy buildup of powder, oil
and dead skin cells which can lead to clogged pores, leading to BREAKOUTS and IRRITATION on
your scalp.
9. Our personal aerosol products, such as hairspray and dry shampoo, could be adding a significant
amount of AIR POLLUTION

Marketing Strategy: Dry Shampoo

Segmentation: The product-Dry shampoo can be segmented using the Demographic segmentation
technique and mainly based on the age, generational changes. Segmentation can also be done using
behavioral segmentation with changing behaviors and uses of the product.

The size of the segment is measurable as we use the demographic segmentation with age being the
criteria. (2-12) year kids, Teenagers (13-19) and adults.

Market segments can be reached and served using the existing place marketing mix tool.

As the Indian population is with the average age of 27 years, we have a bigger reach and huge market.
Targeting: We use differentiated segmented marketing technique for all the above segments which are
discussed. The 3 product varieties will be targeted to suitable segments.

Differentiation:

Competitive advantages: First player to enter into the Indian market. Approved scientific advancements
in the research of dry shampoo. Easy to use, time saving.

We go with the time saving competitive advantage with the feel of fresh hair.

Positioning:

Value Proposition: More for More

We have gone for more for more value proposition because the value that is on offer is much more than
the increase in the money that consumer spend.

Positioning Statement: To the next generation of dynamic, fast moving India our J&J is giving an
efficient, scientifically proven dry shampoo that makes hair fresh and feel good in less than 2 minutes.

Marketing Mix:

Product:

Dry shampoo has 3 main variants of dry shampoo to suit different types of scalps which comes in different
colors; for oily scalp, dry scalp and normal scalp. The user can choose with respect to their needs. In order
to reduce hair fall and improve the quality of the product, advanced formulations have been used. Thus,
it will be a solution for hair care. The USP of the product is that it cleans the hair in shorter time when
compared to the existing shampoos in the industry. The product has been packaged in such a way that it
can be easily used when washing hair.

Place:

The product has been manufactured in Trichy, Tamil Nadu. It will be distributed and will be available in
most of the grocery stores, major retail shops, cosmetic shops and drug stores. In order to meet the
demands of online customers, it will be available in all the major e-commerce sites such as Amazon,
Flipkart and e-Bay.

Pricing

Being the first player in the market, we have a substantial competitor edge in the market. It’s strange how
consumers use price as an indicator of all sorts of factors, especially when they are in unfamiliar markets.
Consumers might practice a decision avoidance approach when buying products in a new market. Based
on this we choose the method of Psychological pricing, where price in an indication of quality and feature.
People strongly believe the notion, higher the price, superior the product is. The product is available in
two packages, namely 150ml prices at Rs 299 and 250 ml priced at Rs 499.

Promotion
Though the product is for the babies and children, our target customers will be parents, especially
mothers. The product will be positioned on an “Safe and cry free” value proposition. This will allow for
differentiating the product based on features and benefits. The product advertisement and sales
promotion are the two keys ways to reach the customers. Product placement in the stores also plays an
important role in branding the product. The benefits of the product should be stated explicitly.