Presentation on Meera Herbal

Powder
Gowrishankar.V
Vinothkumar.G
Vinraj.T
Neelamani.M.K
 Shampoo Market in India
The shampoo market in India estimated about
3000 Crore

The penetration in urban area is 91%

The penetration in rural area is 18%

 Categories in shampoo
Cosmetic

 Herbal

Anti dandruff
 Introduction

Meera herbal hair wash powder is from the

house of Cavinkare

It was launched in the year1992

Shaw Wallace was the first herbal products

 Market Share
 Cavinkare has the market share of 7% in FMCG

Cavinkare having market share of 11% in

Shampoo

Cavinkare growth rate is 10%

 Meera Herbal Hair wash powder
 Using traditional herbs and flowers for the
healthy, strong and beautiful hair

 Revived traditional practice of taking an oil

bath, once every week

 Available in Tamil Nadu, Andhra Pradesh,

Karnataka, Kerala, Mumbai Orissa and West
Bengal
 Price of Meera
100 gm Container – Rs 48

100 gm Refill - Rs 39

50 gm Refill - Rs 20

5 gm Sachet – Rs 2
 Segmentation,Targeting&positioning

Target Customer:
Women age group between 18-
35 years

Positioning:
Healthy Hair for Years in
traditional way
 Benefits
Strong and healthy hair for long year

Ingredients are natural herbals

Not exposing to the chemicals

 Variants
Meera Black

Meera Gold
 Brand Awareness
Meera Herbal powder having good awareness
among the consumer

It is top on the mind of the consumer

It is always associated as traditional product

 Competitors
Many unorganized sectors and local marketers
who are producing Sikakai powder

Shampoos such as Clinic plus, Pantene, Sun

Silk
 Differ from Competitors
Meera differ from competitors by using herbal
items such as

 Shikakai
 Green gram
 Tulsi
 Vetiver
 Hibiscus
Which are traditionally used by
Indians
Change in Package
Change in Image
 Change in image
At the beginning it was launched as Meera
Shikakai powder

After some years it advertised as Meera

Herbal Hair Wash Powder
 Brand Personality
 Brand Personality:
A typical Indian women who has value
for tradition

 Soul:
Restoring traditional value
 Brand Extension
Meera Hair oil

Meera Soap

Meera Badam Shampoo

 Brand elements
Memorability
-Traditional

Meaningfullness

-Name portrays the traditional look for the

product
 Failure of Extended Brands
Meera soap does not have a clear
differentiation

Some differentiation in oil but the

competition is huge

Shampoo was completely contradictory to

meera’s positioning
 Reason for fading
 Difficulty in usage

 Changing consumer preferences

 Time Consuming

 Unattractive to Urban Market

No T.V ads for meera herbal hair wash powder

 Difficulty in usages

Hard to apply during bath.

Hard to clean after bath.

.
 Suggestions
Continue the campaign without affecting its
traditional way.

Targeting towards school girls.

Focus on Rural Marketing.

Sources: www.livemint.com
www.businessstandard.com

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