Case : Super shampoo Products GROUP 8

and the Indian Mass Market Alby K Prince - 2011016

Aparna US - 2011031
Course Instructor
B Harika - 2011049
Prof. Prantosh Banerjee
B Sai Jyothi - 2011299
Komati Partha Sarathi - 2011339
R Lathish Reddy - 2011200
Sampada Srivastava -2011216
 5C Analysis

Customer Company Collaborators

• Females aged 18 to 50 • “Super Shampoo” is • Influencers like educated

• Rural or Semi-urban household
• Household Income < Rs 75000
or between Rs 75000 & Rs
150000
introduced targeting rural
population so that it is easily
pronounced.
• No/Less Financial support
youth, local retail store
owner etc
• Folk media and fairs
• Melas, haats, mandis
• Retailers and Distributors

Competitions Context

• Clinic Plus • Market penetration in rural market is 80%

• Head & Shoulders • TV Media penetration in rural areas is
• Chik 38%, radio is 18%, print is 15%
• 70% sachet consumption in South India
and 50% bottle consumption in North
India
 Alternatives

• Product Differentiation: Focus on premium cosmetic shampoo with

Decision Problem:

How to position Super Shikakai as chief ingredient offering additional benefits

shampoo using right
marketing communication • Cost Reduction: Focus on reduce the costs to offer sachets at 50p
strategy in the rural
market? • Cost & Product Differentiation: Focus on an alternative to Shikakai to

offer at a low price


Product Differentiation: Focus
on premium cosmetic shampoo
with Shikakai as chief
ingredient offering additional
benefits
Evaluation of Cost Reduction: Focus on
Alternatives
reduce the costs to offer
sachets at 50p
Cost & Product
Differentiation: Focus on an
alternative to Shikakai to offer
at a low price
Sustainability Acceptability Feasibility
Differentiated product as 67% of the respondents use Development and
top brands doesn’t have Shikakai Manufacturing will incur
Shikakai as ingredient costs and R&D costs
Competition from Head &
Shoulders
High Competition from Consumers awareness and Manufactured units must
Clinic Plus usage of competitor be very large to reduce
products is very high the costs
Reduced competition as Shikakai is chemical less Very difficult to look and
product and offering and hence consumers may manufacture alternative to
segment will be different view the alternative as Shikakai.
chemical induced
Also, difficult to switch
users to alternative from
Shikakai
Recommendations

Focus on premium cosmetic shampoo with Shikakai as chief ingredient offering additional benefits

• Using Television and radio channels for media promotion

• Product Sampling at Haats and mandis and local retail stores
• Focus on premium cosmetic shampoo with shikakai as chief ingredient offering additional
benefits
• Showcasing the importance and benefits of Shikaki in advertisements
• Women centric advertisements showcasing natural ingredients, strength of hair,
smoothness of hair and length of hair
 • Promoting at local level using word of mouth
• Educating local shop keeper about benefits of Shampoo
• Using jingles for Radio Promotion
• Promoting products using wall paintings and wall posters
Action Plan • Television Advertisements Promotions
• Using Non-Celebrities for Ads
• Using Messaging strategy: Shikkai for Super Shakthi
• Advertising in local languages
THANK YOU