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INTRODUCTION

INDUSTRY OVERVIEW:

Shampoo is a common hair care product used for the removal of oils, dirt,
skin particles, environmental pollutants and other contaminant particles that
gradually build up in hair. The goal is to remove the unwanted build-up without
stripping out so much as to make hair unmanageable. Shampoo, when lathered
with water, is a surfactant, which, while cleaning the hair and scalp, can remove
the natural oils (sebum) which lubricate the hair shaft. Shampooing is frequently
followed by conditioners which increase the ease of combing and styling.

AT a time when most FMCG (fast moving consumer goods) categories are
inching along, personal products are being seen as the harbinger of prosperity.
And hair care products are the fastest-growing category within personal products.

Between 1994 and 1998, the market size of products such as skincare
and toothbrushes doubled in value. But the size of the shampoo market
expanded two-and-a-half times over the same period. Not surprisingly,
shampoos are a high priority area for major players such as Hindustan Lever.
The current size of the shampoo market, according to ORG-MARG, is Rs 850
crore -- equivalent to 30,000 tonnes in volume terms.

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Unlike other FMCG categories such as soaps and detergents, which boast
of a penetration level of more than 90 per cent, shampoos remain a low
penetration category. Industry sources estimate that the urban market
penetration of shampoos is a modest 36 per cent. Shampoo usage in the rural
markets is even more infrequent, with a penetration level of 12 per cent. Thus,
even for the largest player in this industry, there is considerable scope for volume
expansion by converting non-users.

HERBAL OPPORTUNITIES

One of the key barriers to shampoo usage lies in the reluctance to use a
synthetic product on hair. Worldwide, therefore, herbal shampoos or botanicals
are a fast growing category. Ayur from RDM Traders Private Limited and Nyle
Herbal, a herbal shampoo launched by Cavin Kare, have been some of the early
entrants in the Indian herbal shampoos market.

These products claim to use traditional Indian herbs such as shikakai,


soap nuts and amla as ingredients and have been a success. Nyle Herbal is
among the top five shampoo brands in the country and herbal shampoos today
account for 10 per cent of the market size.

However, high price could be a key barrier when it comes to herbal


shampoos. The key challenge in manufacturing herbals lies in efficacy. Users
typically require larger quantities or higher concentrations of herbal shampoos to
replicate the results of synthetic shampoos. Bringing down prices can therefore
be quite difficult in this case. This is probably why 90 per cent of the herbal
shampoos still sell only in the urban markets.

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SHAMPOO HISTORY:

The word shampoo in English usage dates back to 1762, with the
meaning "to massage". The word was a loan from Anglo-Indian shampoo, in turn
from Hindi chāmpo imperative of chāmpnā “to smear, knead the muscles,
massage". It itself comes from Sanskrit/Hindi word "champā" , the flowers of the
plant Michelia champaca which have traditionally been used to make fragrant
hair-oil.

The term and service was introduced by a Sake Dean Mahomed, who opened a
shampooing bath known as Mahomed's Indian Vapour Baths in Brighton in 1759.
His baths were like Turkish baths where clients received an Indian treatment of
champi (shampooing) or therapeutic massage. His service was appreciated; he
received the high accolade of being appointed ‘Shampooing Surgeon’ to both
George IV and William IV.

During the early stages of shampoo, English hair stylists boiled shaved soap in
water and added herbs to give the hair shine and fragrance. Kasey Hebert was
the first known maker of shampoo, and the origin is currently attributed to him.

Originally, soap and shampoo were very similar products; both containing
surfactants, a type of detergent. Modern shampoo as it is known today was first
introduced in the 1930s with Drene, the first synthetic (non-soap) shampoo.

From ancient times to this day, Indians have been using different formulations of
shampoos using herbs like neem, shikakai or soapnut, henna, bael, brahmi ,
fenugreek, buttermilk, amla, aloe, and almond in combination with some aromatic
components like sandalwood, jasmine, turmeric, rose, and musk.

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HOW SHAMPOO WORKS:

Shampoo cleans by stripping sebum from the hair. Sebum is oil secreted by hair
follicles that is readily absorbed by the strands of hair, and forms a protective
layer. Sebum protects the protein structure of hair from damage, but this
protection comes as a cost: it tends to collect dirt, styling products and scalp
flakes. Surfactants strip the sebum from the hair shafts and thereby remove the
dirt attached to it.

While both soaps and shampoos contain surfactants, soap bonds to oils with
such affinity that it removes too much if used on hair. Shampoo uses a different
class of surfactants balanced to avoid removing too much oil from the hair.

COMPOSTION:

Shampoo formulations seek to maximize the following qualities:

• Easy rinsing
• Good finish after washing hair
• Minimal skin/eye irritation
• No damage to hair Feels thick and/or creamy
• Pleasant fragrance
• Low toxicity
• Good biodegradability
• Slightly acidic pH, since a basic environment weakens the hair by breaking
the disulfide bonds in hair keratin.
• Many shampoos are pearlescent. This effect is achieved by addition of tiny
flakes of suitable materials, eg. glycol distearate (a wax).

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Surfactants

Surfactants, also known as wetting agents, lower the surface tension of a liquid,
allowing easier spreading, and the interfacial tension between two liquids. The
term surfactant is a contraction of "Surface active agent".

The major types of surfactants used in shampoos include:

• Anionic
• Cationic
• Nonionic
• Amphoteric

Ingredient claims

In the USA, the Food and Drug Administration (FDA) mandates that shampoo
containers accurately list ingredients. The government further regulates what
shampoo manufacturers can and cannot claim as any associated benefit.
Shampoo producers often use these regulations to challenge marketing claims
made by competitors, helping to enforce these regulations. While the claims may
be substantiated however, the testing methods and details of such claims are not
as straightforward. For example, many products are purported to protect hair
from damage due to ultraviolet radiation. While the ingredient responsible for this
protection does block UV, it is not present in a high enough concentration to be
effective.

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Vitamins

The effectiveness of vitamins, amino acids and "pro-vitamins" to shampoo is also


largely debatable. Vitamins and amino acids are the building blocks of proteins
and enzymes within the body. They are those substances our bodies are
incapable of synthesizing from other substances. While vitamins may be able to
penetrate cells through the skin, amino acids and proteins are too large to enter a
cell outside the bloodstream, and they can have no effect on dead tissue.
Proteins are constructed from amino acids following an RNA blueprint inside the
cell. A strand of hair is a long protein chain continually being added to at the root.
The only way for an amino acid to be of any use is to be intentionally bound to
other amino acids in a specific fashion by a living cell. Hair is not alive, and there
is no possibility for an amino acid or protein to have any permanent effect on the
health of the strand.

The case for vitamins is not as well understood. Some have demonstrated a
moderate effectiveness in improving the health of skin , but most likely the benefit
is derived from the effect of vitamins on living cells below the epidermis.
Extending this benefit to hair, the vitamins and minerals could improve the health
of new hair growth, but the benefit to existing hair is unsubstantiated. However,
the physical properties of some vitamins (like vitamin E oil or panthenol) would
have a temporary cosmetic effect on the hair shaft while not having any
bioactivity

Specialized shampoos

===Dandruff===(white flakes of dead scalp) Cosmetic companies have


developed shampoos specifically for those who have dandruff. These contain
fungicides such as zinc pyrithione and selenium sulfide which reduce loose
dander by killing Malassezia furfur. Coal tar and salicylate derivatives are often
used as well.

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OPERATIONAL DEFINITIONS:
Consumers: Consumers refers to individuals or households that purchase and
use goods and services generated with in the economy. The concept of a
consumer is used in different contexts, so that the usage and significance of the
term may very.

Brand: A brand is a consumer experience represented by collection of images


or ideas; often, it refers to symbols such as a name, logo, and design scheme.
Brand recognition and other reaction are created by the accumulation of
experiences with the specific product or service both directly relating to its use,
and through the influence of advertising, design, and media commentary. A
brand is a symbolic embodiment of all the information connected to a company,
product or service to create associations and expectations among products made
by a producer. A brand often includes an explicit logo, font, color schemes,
symbols, sound which may be developed to represent implicit values, ideas and
even personality.

Brand loyalty: Brand loyalty has been proclaimed by some to be the ultimate
goal of marketing. In marketing, brand loyalty consists of a customer’s
commitment to purchase the brand and can be demonstrated by repeated buying
of a product or a service or positive behavior such as word of mouth advocacy.
True brand loyalty implies that the customer is willing, atleast on occasion, to put
aside their own desires in the interest of the brand.
Brand loyalty is more than simple repurchasing. However, customers may
repurchase a brand due to situational constraints, lack of visible alternatives, or
out of convenience. Such loyalty is referred to as “spurious loyalty”. True brand
loyalty exists when customers have a high relative attitude towards the brand
which is then exhibited through repurchase behavior. This type of loyalty can be
a great asset to the firm: customers are willing to pay higher prices; they may
cost less to the firm.

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Retailing: Retailing consists of the sales of goods and merchandize, from a
fixed location such as a department store or kiosk, in small or individual lots for
direct consumption by the purchaser.
In commerce, a retailer buys goods or products in large quantities from
manufacturers or importers either directly or through a wholesaler, and then sells
smaller quantities to the end user. Retail establishments are often called shops
or stores. Retailers are at the end of the supply chain.

Wholesaling: Wholesaling consists of the sale of goods or merchandize to


retailers, to individuals, commercial, Institutional or other professional business
users or to other wholesalers and related subordinated services.
According to the United Nations statistics division, wholesale is the resale (sale
without transaction) of new and used goods to retailers, to individuals,
commercial or professional users, or to other wholesalers, to such persons or
companies. Wholesalers frequently physically assemble , sort and grade goods
in large lots, break bulk , repack and redistribute in smaller lots , for example
pharmaceuticals; store , refrigerate , deliver and install goods , engage in sales
promotion for their customers and label design.

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COMPANY PROFILE

2.1 Organizational profile of HUL

“MEETING EVERYDAY NEEDS OF PEOPLE EVERYWHERE”

Hindustan Unilever Limited (abbreviated to HUL), formerly Hindustan Lever


Limited , is India's largest consumer products company and was formed in 1933
as Lever Brothers India Limited. It is currently headquartered in Mumbai, India
and its 41,000 employees are headed by Harish Manwani, the non-executive
chairman of the board. HUL is the market leader in Indian products such as tea,
soaps, detergents, as its products have become daily household name in India.
The Anglo-Dutch company Unilever owns a majority stake in Hindustan Unilever
Limited.

Hindustan Unilever limited (HUL) is India’s largest fast moving consumer goods
company with leadership in Home and Personal Care products and Foods and
Beverages.

The leading business magazine, Forbes Global, has rated Hindustan Unilever as
the best consumer household products company worldwide. Far Eastern
Economic Review has rated HUL as India’s most respected company. Asia
money has rated HUL as one of India’s best-managed companies. Leading
national publications, like The Economic Times and Business World, have also
rated HUL as one of India’s most respected companies. HUL has received the
Motilal Oswal Largest Wealth Creator Award for the period 1996-2001.

HUL has achieved market leadership in soaps and detergents as well as hair and
skin care products and is the second largest manufacturer of dental care
products. HUL is also market leader in tea, processed coffee, ice cream and
frozen desserts, tomato-based products, jams and squashes.

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For future the company has embarked upon a three-pronged strategy of leading
growth through focusing on 30 power brands, improving the profitability of our
Foods business and taking steps to secure the future of the non-FMCG
businesses.

International Best foods (IBF) are amalgamated with the company. As per the
scheme of amalgamation two equity shares of HUL is allotted for every three
equity shares of IBF. The company has signed an agreement with ICI India, a
subsidiary of ICI plc, UK, for sale of Nickel Catalyst business and Adhesives
business, a sub-unit of Specialty Chemicals Division of the company's Chemicals
and Agri operations for a consideration of Rs.21 crores and Rs 9 crores
respectively.

CORPORATE PURPOSE

Unilever's mission is to add Vitality to life. They meet everyday needs for
nutrition; hygiene and personal care with brands that help people feel good, look
good and get more out of life.

HUL’s deep root in local cultures and markets around the world gives them their
strong relationship with consumers and are the foundation for future growth.
They want to bring wealth of knowledge and international expertise to the service
of local consumers - a truly multi-local multinational.

Long-term success requires a total commitment to exceptional standards of


performance and productivity, to working together effectively, and to a willingness
to embrace new ideas and learn continuously. HUL believes that to succeed also
requires the highest standards of corporate behavior towards everyone worked
with, the communities touched, and the environment on which have an impact.

This is their road to sustainable, profitable growth, creating long-term value for
shareholders, people, and business partners

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BRANDS OF HINDUSTAN UNILEVER LIMITED:

Hindustan Unilever Limited is India’s largest Packaged Mass Consumption


Goods Company. We are leaders in Home and Personal Care Products and
Food and Beverages. We seek to “meet everyday needs to people everywhere -
to anticipate the aspirations of our consumers and customers and to respond
creatively land competitively with branded products and services which raise the
quality of life”. Over the past 70 years we have introduced about 110 brands,
most of which have become household names in the country.

HOME & PERSONAL CARE

PERSONAL PRODUCTS SOAPS & DETERGENTS


Skin care Fabric Wash
Fair & Lovely Surf
Pond’s Rin
Dove Wheel
Oral care
Pepsodent Personal Wash
Close-up Lifebuoy
Hair care Liril
Sunsilk Lux
Clinic plus Breeze
Clinic all clear House hold care
Deodorants Vim
Axe
Pond’s
Rexona
Colour Cosmetics
Lakme

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FOODS & BEVERAGES

ICE CREAMS BEVERAGES


Kwality Wall’s Cornetto Brooke Bond 3 Roses
Kwality Wall’s Feast Brooke Bond Red Label
Kwality Wall’s Max Brooke Bond A1
Kwality Wall’s Cornetto Soft Brooke Bond Taj Mahal
Kwality Wall’s Black Currant Lipton Taaza
Sundae Lipton Yellow Label
Brooke Bond Bru
Lipton Green Label

POPULAR FOODS CULINARY


Annapurna Kissan
Annapurna Salt OILS & FATS
4 ‘O’ Tiffin Dalda

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PROFILE OF SUNSILK SHAMPOO

Sunsilk is the name of a brand of hair care products for women produced by the
Unilever group. It was launched in 1954 in the United Kingdom. By 1959, it was
available in eighteen different countries worldwide. Currently, Sunsilk products
are available in over 50 countries throughout Asia, Latin America, The Middle
East and North Africa.

Launched in 1964, Sunsilk 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".

It is the number one beauty shampoo brand from Hindustan Lever Ltd, has
evolved to become one of the leading brands in the beauty regimen of women.
Sunsilk has consistently been a brand that has brought innovations in hair care to
the Indian consumer. It was the first brand to launch a 2–in-1 shampoo (shampoo
plus conditioner), also the first to offer shampoo by hair types and pro-
conditioner.

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It provides five most important hair needs to the customer:

• Softens rough dry hair


• Shine for thick and healthy hair
• Strengthens weak hair
• Prevents hair breakage

The new pack sizes and prices of Sunsilk Naturals is as follows:

Old pack size and price New pack size and price
125 ml – Rs.50.00 100 ml – Rs. 37.00
250 ml – Rs.100 200 ml – Rs.70.00
400 ml – Rs.150.00 400 ml – Rs.125.00

Sunsilk Naturals is also available in a 40 ml bottle priced at Rs.10, and sachets of


50 paise, Re.1 and Rs.2.00.

In the December Quarter of 2003, HUL had re-launched Sunsilk shampoo as


Sunsilk Naturals with significantly enhanced formulation and new variants.

The Sunsilk brand today has the best of Unilever formulations across the world.
The range now comprises:

• Sunsilk Naturals Silky Strength with Henna & Lotus extracts

• Sunsilk Naturals Black Shine with Amla & Sunflower extracts

• Sunsilk Naturals Curl Control with Milk Proteins, a

• Sunsilk Naturals Anti-dandruff with Curd and Lemon

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2.2 Organizational profile of CavinKare

Every journey begins with the first step. The journey called CavinKare began with
a young mind taking the road less taken. In 1983 with a single product offering,
CavinKare started out as a small partnership firm. More steps followed and with
the innovative Entrepreneur C.K. Ranganathan at the helm, CavinKare emerged
into a successful business enterprise.

In line with the company’s progressive outlook, Beauty Cosmetics, the earlier
name, was rechristened to CavinKare in November 1998. 'Cavin' a literary word
in Tamil, symbolizes beauty and grace. The company logo signifies dynamism,
modernity, and a positive attitude towards the future - the spirit of the people
behind the phenomenon called CavinKare.

Smart marketing and a clear product positioning ensured CavinKare’s growth


from strength to strength, broadening its product portfolio extensively. The
company now markets ten major brands. The turnover from all the companies in
the CavinKare group touched Rs. 400 crores in 2003-2004.

Over the years, CavinKare has achieved significant milestones, and a


competitive edge with sound understanding of mass marketing dynamics. The
company offers quality hair care, skin care, personal care, food products and
home essentials, borne out of a keen understanding of consumer needs.

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Today, CavinKare has established a firm foothold in the national market. Efforts
towards self sufficiency with backward integration has allowed CavinKare, along
with its Group Companies manage its own advertising & media buying, product
packaging and research and development activities.

Corporate Vision

“We shall achieve growth by continuously offering unique products and services
that would give customers utmost satisfaction and thereby be a role model."

Profile of Chik Shampoo

India's second largest selling shampoo, Chik


Shampoo revolutionized the shampoo industry with
innovative sachet packaging and other insightful
market offerings like 50p price points, floral
fragrances etc. Chik Shampoo expanded the Indian
shampoo market by penetrating deep into rural India.

Chik Shampoo is formulated with Active Double Conditioners that condition the
hair and makes hair soft and helps keep it more manageable than ever. Chik
Shampoo is economically priced and is available in 2 variants - Black and
Jasmine and in pack sizes of 4 gms & 8ml sachets and in 60 ml, 120 ml, 250 ml
& 500 ml bottles.

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RESEARCH DESIGN

STATEMENT OF PROBLEM:

Shampoo industry which is a part and parcel of FMCG industry has high market
potential .There is high competition in this industry. To overcome the competition,
different marketing strategies have to be implemented to increase market share.
Statement of the problem is “Comparative Analysis with respect to
Sunsilk and Chik Shampoo”.
It is to compare Sunsilk shampoo of HUL with Chik shampoo of
Cavin kare in all the aspects like sales, market coverage, brand image, brand
loyalty, and characteristics of shampoo like quality, quantity, price, fragrance,
colour, availability, dandruff control etc.,

SCOPE OF THE STUDY:

The study covers “Comparative Analysis with respect to Sunsilk and Chik
Shampoo” carried at some of the specific retail outlets in Bangalore on behalf of
HUL. The study helps dealers, wholesalers, retailers and petty shops to know the
position of a particular brand of shampoo in the market.

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OBJECTIVE OF THE STUDY:

The primary objective of the study is to compare the Sunsilk Shampoo with Chik
Shampoo among retailers and consumers.

The other secondary objectives are:


Among retailers:
• To know the opinion of the retailers about fluctuation in the sales of
Sunsilk Shampoo, Chik Shampoo and other brands of shampoo.
• To know the extent of branding in shampoo industry.
• To know the brand image of Sunsilk shampoo.
• To study the profitability of various brands of shampoo.
• To find out if retailer outlets engage in good display of shampoo.

Among consumers:
• To know the tastes and preferences of the consumers while purchasing
shampoo.
• Factors considered in purchasing shampoo.
• Shampoo consumption among consumers.
• To find out if consumers perceive differences among various brands of
shampoos.
• To find out brand image and loyalty for shampoos.
• To know the media which influenced the consumers to purchase
shampoo?

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DESIGN OF THE STUDY:

The design of the study used is descriptive in nature. Descriptive research is


focused on the accurate description of the variables in the problem model.
Consumer profile studies, market potential studies, product usage studies,
attitude surveys, sales analysis, media research, and price surveys are the
examples of descriptive research. Any source of information can be used in a
descriptive study, although most studies of this nature rely heavily on secondary
data source and survey research.
As a part of descriptive study, survey is conducted using structured
scientific questionnaire.

LIMITATIONS OF THE STUDY:

• The survey is limited to 2 areas of Bangalore Nagashetty Halle and


Sanjaynagar
• Cost
• The limitations of sampling techniques apply.
• As the sample size is 100 in numbers, the findings may or may not
be appropriate.

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SOURCES OF DATA COLLECTION:

Data Collected from 2 sources. They are Primary data and secondary data:

1. Primary Data: Primary data are the data that are collected to help solve
problem or take advantage of an opportunity on which a decision is pending. It
can be collected through telephone, personal interview and structured
questionnaire.

2. Secondary Data: Secondary data are data that were developed for some
purpose other than helping to solve the problem at hand. Secondary data can be
collected through following methods.
The researcher has used structured scientific questionnaire and personal
interview for collection of primary data from retailers and consumers.

Secondary data collection

Internal sources External sources

1. Accounting records 1. Computerize data


base
2. Sales force reports 2. Government experts
3. Internal experts 3. Directories
4. Miscellaneous 4. External experts
reports

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ANALYSIS AND INTERPRETATIONS

Retailers’ Analysis

1. Question: Educational Qualification of the retailers.

Table 1: Table showing education Qualification of the retailers staying in rural


areas

Education qualification Number of respondents In percent


10th 9 18%
Puc / Inter 10 20%
Graduation 25 50%
Post Graduation 6 12%
Total 50 100%

Graph 1: Graph showing education Qualification of the retailers

25

20

15
Education
10 3-D Column 2

0
10th PUC Garduation PG

Analysis: From the above table and graph it is observed that 18% of the retailers
have completed 10th class, 20% have completed Puc / Inter, 50% have
completed degree, and only12% of the retailers have done Post Graduation.

Inference: Almost of the 50% of retailers in Bangalore have completed their


degree education.

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2. Question: Which of the outlets do you have?

Table 2: table showing the type of the outlet the respondent possess.

Type of outlet Number of respondents Percentage

Wholesale 2 4%

Retail 27 54%

Petty shop 21 42%

Total 50 100%

Wholesale, 4%

Wholesale, 2
Retail, 54%

Retail, 27 Wholesale
Retail
Total, 50 Petty shop
Total
Total, 100%

Petty shop, 21

Petty shop, 42%

Graph 2: Graph showing the type of the outlet the respondents possess.

Analysis: From the above table and graph it can be concluded that 4% of the
respondents are whole sellers, 54% are retailers and 42% of them possess petty
shops.
Inference: Retail and petty shops are the bench marks for Bangalore. Petty
shops and retail shops play a key role in meeting the day to day needs of the
consumers.
In Bangalore, there exists huge difference between retail outlets and petty
shops.

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3. Question: Are consumers asking shampoo by specific brand name?

Table 3: Table showing number of respondents who are asking shampoo by


specific brand name.

Option Number of respondents Percentage

Yes 41 82%
No 9 18%
Total 50 100%

60

50 Total
Yes
40
Percentage
30
Total Number of respondents

20 Yes
No
10
No
0
Yes No Total

Graph 3: Graph showing number of respondents who are asking shampoo


by specific brand name.

Analysis: The table and graph show that 82% of the consumers ask for
specific brand.

Inference:
We can infer that there is tremendous Pull in the shampoo market. The company
can notice this trend and spend more on pull strategy tools. Therefore, the brand
name of the shampoo is a must to build up. Because most of the consumers in
Bangalore are really conscious about hair care.

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3(a) If yes, which brand is frequently demanded in sachet beauty shampoo.

Table 3(a): The table showing frequently demanded brands.

Brands Number of respondents Percentage


Sunsilk 35 70%
Chik 13 26%
Head & Shoulders 1 2%
Clinic all Clear 1 2%
Total 50 100%

Number of respondents

11

13
Sunsilk
Chik
Head & Shoulders
Clinic all Clear
35

Graph 3(a): Graph showing frequently demanded brands

Analysis: The table and graph conclude that 60% of the consumers are
frequently demanding Sunsilk, 16% are asking for Clinic All Clear, 2% are asking
for H &S, 8% are asking for Chik shampoo and 14% have asked for Pantene.

Inference: Sunsilk shampoo has tremendous demand and Clinic All clear is next
most demanded brand in Bangalore. Pantene and chik and head and shoulders
are less demanded. This could be due demand for sunsilk in the conditioning
segment and Clinic all clear in the anti dandruff segment

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4. Question: Sunsilk shampoo has high brand image in Re.1 and 50p
sachet market.

Table 4: The table showing different levels at which the respondents agree with
the above statement.

Option Number of respondents Percentage


Strongly agree 7 14%
Agree 26 52%
Cannot say 9 18%
Disagree 7 14%
Strongly disagree 1 2%
Total 50 100%

Number of respondents

Strongly disagree Strongly agree


Disagree

Strongly agree
Agree
Cannot say
Cannot say Disagree
Strongly disagree

Agree

Graph 4: Graph showing different levels at which the respondents agree


the above statement.

Analysis: The table and graph conclude that 52% of the consumers are
positively agreeing that Sunsilk has high brand image.

Inference: Sunsilk has high brand image in the market. The company can utilize
this goodwill to its advantage.

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5. Question: Chik shampoo has high brand image in sachet segment.

Table 5: The table shows the level at which the respondents agree or disagree
with the above statements.

Option Number of respondents Percentage


Strongly agree 8 16%
Agree 24 48%
Cannot say 8 16%
Disagree 9 18%
Strongly disagree 1 1%
Total 50 100%

Number of respondents
1
8
9

Strongly agree
Agree
Cannot say
8 Disagree
Strongly disagree

24

Graph 5: Graph showing the level at which the respondents agree or


disagree the above statements.

Analysis: The table and graph shows that 64% of the respondents are agree
with the above statement.

Inference: Despite low brand image in the eyes of Indian consumers, it has
comparatively higher brand image in sachet segment but is still lower than
Sunsilk. This may be due to slight variations in thickness, quality, and lather
formation with salt water.

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6. Question: Which of the following sachets are fast moving?

Table 6: Table showing fast moving brands in the market.

Brands Number of respondents Percentage


Re.1 Sunsilk 15 30%
Re.0.50 Sunsilk 6 12%
Re.1 Chik 9 18%
Re.0.50 Chik 20 40%
Total 50 100%

Graph 6: Graph showing fast moving brands in the market

20

15

10
Product
5

0
Re.1 Re0.50 Re.1 Chik Re.0.50
Sunsilk Sunsilk Chik

Analysis: The table and graph shows 30% correspondents felt that Re.1 of
Sunsilk sachets are fast moving.

Inference: It is clear that Re.1 Sunsilk sachets are fast moving among
mentioned brands. Chik is fast moving in Re.0.50 sachet form with 40%.

M P Birla Institute Of Management 27


7. Question: Which of the following have high brand image overall?

Table 7: Table showing overall brand image of shampoo.

Brands Number of respondents Percentage

Clinic Plus 26 52%

Sunsilk 10 20%

Clinic All Clear 4 8%

Chik Shampoo 2 4%

Head and shoulders 8 16%

Graph 7: Graph showing overall brand image of shampoo.

30
25
20
15
Brands
10
5
0
Clinic Plus Sunsilk Clinic all Chik Head &
clear Shoulder

Analysis: The table and graph represent high brand image for clinic plus. There
exist high difference in the demand for both Sunsilk and Chik Shampoo.

Inference: It is observed that Clinic plus has tremendous response in overall


shampoo segment followed by head & shoulders and sunsilk.

M P Birla Institute Of Management 28


8. Question: Which of the following is profitable to you?

Table8: Table showing high profit yielding brands.

Brands Number of respondents Percentage


Sunsilk 11 22%
Clinic Plus 19 38%
Chik 5 10%
Head & Shoulders 15 30%
Total 50 100%

Graph 8: Graph showing high profit yielding brands.

20

15
Sunsilk
10 Clinic Plus
Chik
5
Head & Shoulders

0
Sunsilk Clinic Plus Chik Head &
Shoulders

Analysis: 38% of the respondents said Clinic Plus shampoo yielded more profits
than any other brands, followed Head & Shoulders and Sunsilk.

Inference: The profit for the retailers/ Wholesalers is due to two reasons.
• Due to bulk purchase made my consumers.
• High commissions given by dealers to the wholesales/retailers.

HUL should take notice of this as it may adversely affect its market share
in future.

M P Birla Institute Of Management 29


9. Question: Which of the following has good product display in the retail
outlets?

Table 9: Table showing good product display in the retail outlets.

Brands Number of respondents Percentage

Clinic plus 22 44%

Chik shampoo 6 12%

Pantene 12 24%

Sunsilk 10 20%

Total 50 100%

Graph 9: Graph showing good product display in the retail outlets.

25

20

15
Brands
10

0
Clinic Plus Chik Pantene Sunsilk

Analysis: The table and graph show that 44% of the respondents opine that
Clinic plus has good product display. 24% of the respondents opine that Pantene
has good product display .Others are on the lower side, Chik Shampoo being the
least.

Inference: The color and design of the sachet grab the eyes of the consumers
and motivate them to purchase.

M P Birla Institute Of Management 30


Consumer Analysis:

1. Age of respondent:

Table 1: Table showing age of respondent.

Age Number of respondents Percentage

Below 20 38 38%

20 to 30 36 36%

30 to 40 13 13%

Above 40 13 13%

Total 100 100%

Graph 1: Graph showing age of respondent.

Analysis: The graph and table shows majority of the respondents’ whose age is
below 30.

Inference: Majority of the respondents are teenagers and young adults who are
studying.

M P Birla Institute Of Management 31


2. Question: Education Qualification of the respondent?

Table 2: Table showing education qualification of the respondents

Education Qualification Number of respondents Percentage

10th 11 11%

Puc/ Inter 18 18%

graduation 35 35%

Post graduation 36 36%

Total 100 100%

Graph 2: Graph showing education qualification of the respondents

40
35
30
25 10th
20 PUC
15 Graduation
10 PG
5
0
10th PUC Graduation PG

Analysis: The graph concludes that respondents were majority from the
educated segments of Graduates and Post Graduates.

Inference: This shows the survey was mostly concentrated to educated


population in Bangalore while the opinion of others was not totally neglected.

M P Birla Institute Of Management 32


3. Question: Occupation of the respondent;

Table 3:Table showing the occupation of the respondent.

occupation Number of respondents Percentage


Employee 21 21%
Agriculture 0 0%
Business 13 13%
Labor 3 3%
Student 51 51%
Housewives 12 12%
Total 100 100%

Graph 3: Graph showing the occupation of the respondent

Analysis: The table and graph shows respondents with different occupation.

Inference: Majority of the respondents are students .Considerable amount of


them are employees, rest of them are business men, labors and house wives.

M P Birla Institute Of Management 33


4. Question: In your household, are you responsible for ordinary shopping
and looking after home?

Table 4:Table showing persons who are responsible for ordinary shopping and
looking after home.

Option Number of respondents Percentage

Yes 65 65%

No 35 35%

Total 100 100%

Graph 4: Graph showing persons who are responsible for ordinary


shopping and looking after home.

Analysis: It is observed that 65% are responsible for ordinary shopping and
looking after home.

Inference: The people who do not contribute income are mainly responsible for
ordinary shopping and looking after the home.

M P Birla Institute Of Management 34


5. Question: Do you use shampoo?

Table 5: Table showing number of shampoo users:

Option Number of respondents Percentage

Yes 93 93%

No 7 7%

Total 100 100%

Graph 5: Graph showing number of shampoo users.

Analysis: The table and graph shows 93 shampoo users and 7 non shampoo
users.

Inference: In finding 100 shampoo users, it is observed that there exist 7 non
shampoo users. Therefore 93.453% are shampoo users and 6.543% are no
shampoo users. There is still 6.543% of market to be covered.

M P Birla Institute Of Management 35


6. Question: Your household use different brands of shampoo?

Table 6: Table showing respondents who are using different brands of shampoo
in their household:

Option Number of respondents Percentage


Yes 59 59%
No 41 41%
Total 100 100%

Graph 6: Graph showing respondents who are using different brands of


shampoo in their household.

Analysis: The table and graph conclude that a 59% of them use different brands
and 41% are using single brand.

Inference: This shows a trend towards variety in using shampoo as people seem
to be changing the brand.

M P Birla Institute Of Management 36


7.Question: what factors that you consider before purchasing a shampoo?

Table 7: Table showing factors considered while purchasing a shampoo:

Preferred factors Number of respondents Percentage


Quality and Brand 76 76%
Thickness 8 8%
Price 7 7%
Fragrance 9 9%
Total 100 100%

Graph 7: Graph showing factors preferred while purchasing a shampoo.

Analysis: Table and graph shows that 76% of consumers consider quality and
brand before purchasing a shampoo and 9% of them opted for fragrance.

Inference: Quality and brand are the bench marks for purchasing a shampoo.
Price plays a minor role in shampoo purchase

M P Birla Institute Of Management 37


8. How many times a week do you apply shampoo?

Table 8: Table showing usage of shampoo

Number of times Number of respondents Percentage

1 to3 64 64%

3 to 5 23 23%

5 to 7 13 13%

Total 100 100%

Graph 8: Graph Table showing usage of shampoo

Analysis: 64% of the shampoo users are using it 1 to 3 times a week and only
13 % are regular users.

Inference: The frequency of usage is more which gives a huge scope for the
manufacturers to tap.

M P Birla Institute Of Management 38


9. How many packets of shampoo does your household purchase per
month?

Table 9: Table showing number of packets of shampoo used by the respondents

Number packets of shampoo No of respondents Percentage


1 to 2 35 2%
2 to 3 22 22%
3 to 4 20 25%
4 and above 23 23%
Total 100 100%

Graph 9: Graph showing number of packets of shampoo used by the


respondents

1 to 2
2 to 3
3 to 4
4 and above

Analysis: The table and graph shows 28% of the consumers who use 25 to 30
packets of shampoo per month. Only 2% of consumers are using less than 10
packets of shampoo per month.

Inference: Since each household is using 25 to 30 packets of shampoo per


month, it is better to emphasis on customer relationship.

M P Birla Institute Of Management 39


10. Do you find any difference in using Sunsilk and Chik shampoo?

Table 10: table showing the difference between Sunsilk and Chik shampoo

Option Number of respondents Percentage

Yes 52 52%

No 9 9%

Cannot say 39 39%

Total 100 100%

Graph 10: Graph showing the difference between Sunsilk and Chik
shampoo

Analysis: From table and graph shows that it is concluded that 52% of
consumers are able to find difference and only 9% are unable to find Sunsilk and
Chik shampoo.

Inference: Consumers opine that Sunsilk shampoo has more thickness and
lather and it a better conditioner.

M P Birla Institute Of Management 40


11. Which of the following Brands will you prefer to use in sachet?

Table 11: Table showing the preferred brand of the respondents.


Preferred brand Number of respondents Percentage
Chik shampoo 30 30%
Sunsilk 60 60%
Pantene 7 7%
None of these 3 3%

Graph 11: graph showing the preferred brand of the respondents.

Chik
Sunsilk
Pantene
None of these

Analysis : 30% of respondents will prefer to buy Clinic plus,20% of consumers


prefer to have Sunsilk and 28% of them are no where concerned with Sunsilk
and Chik shampoo. Chik shampoo is the least preferred amongst the brands.

Inference: 28% of the market is still left, which has to be captured. These 23% of
them may be using other premium brands or bottles of Sunsilk or Chik shampoo.

M P Birla Institute Of Management 41


12. Do you consider brand image while purchasing a shampoo?

Table 12: Table showing Consideration given to brand image while


Purchasing

Option Number of respondents Percentage


Yes 67 67%
No 13 13%
Cannot say 20 20%
Total 100 100%

Graph 12: Graph showing Consideration given to brand image while


purchasing

Analysis: Table and graph shows 67% who are brand conscious, 13% who are
not bothered about the brand and 20% consider sometimes.

Inference: Since majority of them are considering brand, it is necessary for the
company to constantly maintain the brand image and retain the consumers.

M P Birla Institute Of Management 42


13. Are you loyal to particular brand of shampoo?

Table 13: Table showing loyalty level of the respondents

Option Number of respondents Percentage

Yes 73 73%

No 27 27%

Total 100 100%

Graph 13: Graph showing loyalty level of the respondents

Analysis: The table informs 73% are brand loyal and 27% are not brand loyal
and shifting from one brand to another brand.

Inference: The Company has to emphasis on marketing strategies to retain the


loyal consumers. The company has to keep in mind “Life time value of
customers”.

M P Birla Institute Of Management 43


14. What motivates you to purchase a shampoo?

Table 14: Table showing level of response created by the different


communication media in purchasing a shampoo

Communication media Number of respondents Percentage


T.V ads 25 25%
Friends 10 10%
Relatives 6 6%
Personal experience 59 59%
Total 100 100%

Graph 14: Graph showing level of response created by the different


Communication media while purchasing a shampoo

Analysis: 59% of the respondents are motivated through personal experience


and 25% through T.V ads. Only 16% through friends and relatives.

Inference: Personal experience is the benchmark for shampoo. While T.V ads
also has a major share in motivating the respondents to purchase.

M P Birla Institute Of Management 44


15. What are the Quality parameters that motivate you to purchase a
Shampoo?

Table 15: Table showing Quality parameters considered in a desired shampoo.

Quality parameters Number of respondents Percentage


thickness 10 10%
Fragrance 11 11%
Different flavors 5 5%
Dandruff control 30 30%
Smoothens the hair 30 30%
Availability 14 14%
Total 100 100%

Graph 15: Graph showing Quality parameters considered in a desired


shampoo

30 30 Quality Parameters
30
25
20
14
15 10 11
10 5
5
0
thickness flavours conditoner

Analysis: Quality parameters like dandruff control and smoothening of the hair
contribute 30% and 30% of the consumers’ opinion respectively.

Inference: Dandruff control and smoothness are the benchmark for the shampoo
quality.

M P Birla Institute Of Management 45


16. Is the fallowing brand available in required quantity?

Table 16. Table showing the response of customer to quantity in Sachet of the
chik and sunsilk shampoo

Option Number of respondents Percentage

Sunsilk 73 73%

Chik 27 27%

Total 100 100%

80

60

40

20

0
Number of respondents Percentage

Sunsilk chik

Table 16: Table showing the response of the customer with respect to quantity in
sachet.

Analysis: - Amongst the 100 Sample sizes of the consumers 73% of the
consumers has responded that they are happy with the quantity provided by
sunsilk as compared to chik.

Inference: - Customers also take in consideration about quantity factor while


purchasing the shampoo.

M P Birla Institute Of Management 46


HYPOTHESIS TEST
To determine the frequency demanded between 2 brands .

Ho:- There is same demand between 2 brands.


H1:- There is higher demand for 1 brand.

Ps:- Probability of SUNSILK


Pc:- Probability of CHIK
Ps=0.7
Pc=0.26

70+26
P= ---------------------------
100+100

P= 0.48
Q=1-P
Q=1-0.48
Q = 0.52

Z (cal)= (|Ps-Pc|)/√(PQ((1/100)+(1/100)))
= (I0.70-0.26I)/√0.52*0.48 ((1/100) + (1/100)))
=6.23

Z tab=1.645

Level of significance=5 %

Here Z (cal) is greater than Z (tab), thus H1 is accepted.


(Therefore we can conclude that Sunsilk has a greater demand as
compared to chik shampoo.)

M P Birla Institute Of Management 47


FINDINGS
Retailers:
• It observed that 18% of the retailers have completed 10th class, 20% have
completed Puc/Inter, 50% have completed graduation, and 12% of the
retailers have done his Post graduation from Q1.
• A respondent to survey it is observed that 4% amongst them are
wholesalers, 54 % are retailers and 42% of them possess petty shop.
• According to the respondents 82% of consumers ask for particular brand
during there purchase.
• According to the Q3 (a) and 4 it is observed that sunsilk has tremendous
response in sachet form as compared to chik shampoo.
• Retailers responded that chik shampoo is leading over sunsilk in 50 p
sachet packets
• Respondents say that clinic plus is the high yielding brand for them.
• 44% of the respondents opine that Clinic plus has good product display.
20% respondents opine that Sunsilk has good product display and 12%
said that chik has a good product display

M P Birla Institute Of Management 48


CONSUMERS:

• Majority of the respondents are teenagers and adults who are studying.
• It is found that respondents whose qualification is graduation and post
graduation are large in number.
• 65% of the people who responded are Domestic Shopper ………… (Q.4).
• Among the 100 sample size of consumer 93% are shampoo users and 7%
are the non shampoo users…………………………………………… (Q.5).
• Response to wither they use different shampoos 59% of them use
different brands and 41% are using single brand of shampoo……… (Q.6).
• 76% of consumers prefer quality and brand and 9% of them opted for
fragrance were as price is 7% and thickness of product 8% ………...(Q.7).
• 64% of the shampoo users are using it 1 to 3 times a week and only 13 %
are regular users ………………………………………………………… (Q. 8).
• 52% of consumers are able to find difference between chick and sunsilk
shampoo and only 9% are unable to find any difference…………… (Q.10).
• 67% who are brand conscious, 13% who are not bothered about the brand
and 20% consider sometimes. ……………………………………… ..(Q.12).
• 73% are brand loyal and 27% are not brand loyal and shifting from one
brand to another brand ………………………………………………... (Q.13).
• 59% of the respondents are motivated through personal experience and
25% through T.V ads. Only 16% through friends and relatives……..(Q.14).
• Quality parameters like dandruff control and smoothens the hair contribute
60% of the consumers’ poll respectively………………………………(Q.15).
• Quantity provided by Sunsilk is satisfied to consumers as compared to
chik……………………………………………………………………….. (Q.16)
• Head & Shoulders, Clinic plus and Chik shampoo are the alternative
brands for Sunsilk.

M P Birla Institute Of Management 49


SUGGESTIONS

• HUL is the Market leader in the shampoo segment in sachet


form and can sustain in number one position for long time by
providing the handsome margins to the retailers.
• A company can issue some discounts options, more added
products and sweepstakes to the consumers.
• The quality if the product as compared to the various multi
national competitors can be improved.
• Branding of the product should be kept as a key essential
element of marketing strategy by the company
• Pricing plays a 2 option for the consumer while purchasing, so
company should look in to competitors pricing strategy
• Shampoo Sachet market should focus more on retail displays
using danglers and posters and also through sachet displays.
• All Consumers are very particular about the quality and the
quality has to be maintained by the manufacturer.

M P Birla Institute Of Management 50


CONCLUSION
After going through the information of this study, it can be concluded that

In the corporate world, there exists heavy competition for each


and every product. In cut throat competition, keeping a product in
saturation is the most complicated task. This task is vested in the
hands of marketing department.
Marketing department has to work effectively and efficiently to
increase revenue of the company. It should relay on the research and
development department regularly to study the fluctuations in the
market.
In this context, besides brand image, brand loyalty, advertising,
the research and development department of the company has to
keep an eye on the minute defects of the products like thickness,
fragrance, quality etc., this minute may fetch huge number of
potential customers which may lead to “life time value of the
customers”.

M P Birla Institute Of Management 51


Bibliography:

¾ Google.com

¾ Company websites (www.HUL.com)

( www.cavinkare.com)

¾ Marketing management- Philip Kotler

¾ The data is collected through primary research.

¾ Other websites.

M P Birla Institute Of Management 52


Questionnaire Format
Retailers’ Analysis
1. Question: Educational Qualification of the retailers.

a) 10th (SSLC) b) Puc / Inter

c) Graduation d) Post Graduation

2. Question: Which of the outlets do you have?

a) Wholesale b) Retail

c) Petty shop

3. Question: Are consumers asking shampoo by specific brand name?

a) Yes b) No

3(a) If yes, which brand is frequently demanded.

a) Sunsilk b) Clinic All clear

c) Pantene d) Head & Shoulders

e) Chik

4. Question: Sunsilk shampoo has high brand image in Re.1 and 50p
sachet market.

a) Strongly agree b) Agree

c) Cannot say d) Disagree

e) Strongly Disagree

5. Question: Chik shampoo has high brand image in sachet segment.

a) Strongly agree b) Agree

c) Cannot say d) Disagree

e) Strongly Disagree

M P Birla Institute Of Management 53


6. Question: Which of the following sachets are fast moving?

a) Re.1 Sunsilk b) Re.0.50 Sunsilk

c) Re.1 Chik d) Re.0.50 Chik

7. Question: Which of the following have high brand image overall?

a) Clinic Plus b) Sunsilk

c) Clinic All Clear d) Chik Shampoo

e) Head and shoulders

8. Question: Which of the following is profitable to you?

a) Sunsilk b) Clinic Plus

c) Chik d) Head & Shoulders

9. Question: Which of the following has good product display in the retail
outlets?

a) Clinic Plus b) Chik Shampoo

c) Pantene d) Sunsilk

M P Birla Institute Of Management 54


Customer Analysis

1. Age of respondent:

a) Below 20 b) 20 to 30

c) 30 to 40 d) Above 40

2. Question: Education Qualification of the respondent?

a) 10th (SSLC) b) Puc / Inter

c) Graduation d) Post Graduation

3. Question: Occupation of the respondent;

a) Employee b) Agriculture

c) Business d) Labor

e) Student f) Housewives

4. Question: In your household, are you responsible for ordinary shopping


and looking after home?

a) Yes b) No

5. Question: Do you use shampoo?

a) Yes b) No

6. Question: Your household use different brands of shampoo?

a) Yes b) No

7. Question: what factors that you consider before purchasing a shampoo?

a) Quality and Brand b) Thickness

c) Price d) Fragrance

8. How many times a week do you apply shampoo?

a) One to three b) Three to five

c) Five to seven

M P Birla Institute Of Management 55


9. How many packets of shampoo does your household purchase per
month?

a) 1 to 2 b) 2 to 3

c) 3 to 4 d) 4 and above

10. Do you find any difference in using Sunsilk and Chik shampoo?
a) Yes b) No

c) Cannot say

11. Which of the following Brands will you prefer to use?


a) Chik b) Sunsilk

c) Pantene e) None of these

12. Do you consider brand image while purchasing a shampoo?

a) Yes b) No

c) Cannot say

13. Are you loyal to particular brand of shampoo?

a) Yes b) No

14. What motivates you to purchase a shampoo?

a) T.V ads b) Friends

c) Relatives d) Personal experience

15. What are the Quality parameters that motivate you to purchase a
Shampoo?

a) Thickness b) Fragrance

c) Different flavors d) Dandruff control

e) Smoothens the hair f) Availability

16. Is the following brand available in required quantity?

a) Sunsilk b) Chik

M P Birla Institute Of Management 56