Super Shampoo

By group A2
Akhil S 1911015
Ayushi Singh 1911049
Deepanshu Singh 1911076
Narendra Mane19110
Riya Mandlekar 1911207
Vivek Rawat 1911300
 Company Customers Competition Collaboration Context
Super Shampoo 1. Upper Lower 1. Clinic 1. Retailers 1. Attitude
2. Working class 2. Head&Shoulder 2. Sales force 2. Preferences
3. Lower Lower 3. Chick

5C Analysis In Rural markets.

Decision problem

• Develop a marketing communication plan to compete with existing

brands in the rural market.
Target audience attributes

Respondent Wife (Age:25-40)

Orientation Family oriented
Personality & Attribute Aspirational
Seeking Social respect, Better job aspects, role model
Media habit Lifestyle tips, Women specific, Health
Advertisement Greater involvement
Celebrity Influence High
Source of awareness Tv Ads, Instore
Hair related attributes Beautiful, Strong and healthy, fragrance
Brand positioning
• Position itself as a herbal brand with better fragrance
• Providing benefits like strong, healthy, beautiful hairs

• Communication strategy
• Showcase of family oriented, seeking aspirational image.
• Demonstration of achievers and being a role model in the society
 Action Plan
• Generate awareness about the product using Tv advertisements
• Initiate free sampling for the initial period for cognitive conditioning
• Re enforce awareness using instore selling
• Positive reinforcement through family offers
• Persuade users about the herbal ingredients used in the product
Thank You