Super Shampoo Products & the Indian Mass Market

A Case Presentation by Group 12

Name Roll No.

Tanmay Goel 170103253
Siddharth Jain 170103234
Sufal Mahajan 170103244
Ranjika Banerjee 170103174
Himanshu Choudhary 170103083
Debjit Lahiri 170103060
Mateusz 17FRN-568
 Five C Analysis

Context
Collaborators
Competition Launching Super
Customer • Influencers Shampoo in Rural
Company • Clinic Plus & Semi-urban
• Female aged 18- • Market
50 years, • Chik market while
Research Firm
• Rural or Semi- • Head & addressing
A Shampoo urban households established
Shoulders
Manufacturer in Rural South brands
• Other small
India
players
• Bottom 2 classes
of BoP based on
Income.
 Decision
Problem
• How should Venkatraman go forward with launching Super
Shampoo in Market

Alternatives
• Converting Non-Shampoo Users into Regular Users
• Targeting Current Shampoo users

Evaluation
Framework
• Elaboration Likelihood Model
• 4-P Model
Elaboration Likelihood Model
Central Route Processing
Elaboration High
Information Processing Communicating the Anti-breakage &
Chemical free characteristics to
shampoo users and Benefits of
shikakai to Non- Shampoo users
Attitude Relevant Product characteristics
(derived from market study) evokes
attitudinal changes
Strength of the attitude Well researched Product leads to an
formed/Reinforced enduring attitude
MIX of both routes implemented to communicate the Product
characteristics with High degree of persuasion
Peripheral Route
Processing
Low
Endorsing Shriya Saran as the
Brand Ambassador increases
the visual appeal of the product
Credibility of the Brand
ambassador evokes attitudinal
changes
Less enduring attitudes , need
continual reinforcements.
 5
4-P Model

Product 1 2 Promotion
• Jasmine + Shikakai Based • Regional Celebrity Shriya Saran to be Endorsed
• Chemical Free • TV+Radio Ads on Regional channels
• Anti-Breakage • Using touchpoints like Melas, Haats & Mandis
• Only in Sachets • Targeting Influencers

Price 3 4 Place

• Different Sized Sachets for • Incentivising the Local Kirana

Rs.1 , Rs 5 & Rs.10 Stores to promote Super Shampoo
• Reduced Packing cost due
to Sachets compared to
bottle www.companyname.com
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 6

Values/Personality/Character

Affordable
Strong &
Healthy hair

Points of Parity

Credible
Long &
JASMINE
ANTI-BREAKAGE Shiny hair
SUPER
SHAMPOO
SHIKAKAI CHEMICAL FREE Fragrant

Natural Points of Difference

Ingredients Different
Sachet
Size

Executional Properties/Visual Identity

 Recommendations

1. Targeting Non-users : Referring Exhibit 9, Majority of Users use Shikakai &

Soap. Communicating how Super Shampoo is affordable and has Natural
Shikakai ingrained in it will help us convert the Non-Shampoo users.

2. Increasing the Shampoo Frequency : Referring Exhibit 9, Educating the

Target consumer through TV ads & through Influencers how Soap is not ideal
for Haircare & communicating the benefits of washing hair more frequently
so as to increase the Per capita Shampoo consumption & trigger organic
growth.
Thank
You