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Indian Shampoo Industry

Presented By: Sachin Rathi (2010111) NIILM-CMS( G.Noida) IAE POITIERS(France)

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Evolution Of Shampoo in India


HLL undisputed leader from the early 90s Sunsilk launched in 1964 (General Shampoo platform) Clinic Plus launched in 1971(Family, health shampoo platform) Clinic All Clear launched in 1987(Therapeutic AD Shampoo) Sunsilk re-launched in 1987 - Shampoo + Conditioner (Beauty platform) with Sachet SKU HLL Goes rural with Sachet Clinic Active launched in 1991(with Pro Vitamin B health platform) 4/15/12

Market share in Indian shampoo industry

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Top three Brands

Clinic Plus Head & Shoulders Chik

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Various shampoo products

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Problem faced by shampoo companies

Frequency of shampoo usage is very low mostly used once or twice in a week. Per Capita consumption of Shampoo in India - 13 ml , Indonesia - 160 ml, Thailand - 330 ml. Consumers use natural products like henna and shikakai. Very large people use ordinary toilet 4/15/12 soap to wash hair.

Shampoo market is segmented on benefit platforms

Cosmetic(shine,health,strength,long hair) Anti-Dandruff Herbal

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Rural market for shampoo


70% of population live in rural India. More than 50% FMCG sales comes from rural markets. 90% sales comes in form of sachets of Rs 1-3. Increasing brand awareness and income. Special focus of FMCG companies in rural india. 4/15/12

Clinic plus

Target customer- Young girls typically between 8-14. Influencer- Mother. Benefits Strong and long hair.

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Ads of clinic plus

Chulbuli A animated series on internet.


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Head and Shoulders

Target segment - Both male and female between 18-44 suffering from dandruff. Celebrity used in ad- Kareena kapoor and Saif ali khan. Influencer -Expert (dermatologist) or celebrity. 4/15/12

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Chik Shampoo

Target segment Semi-urban , rural women age between 18-44. Influencer Mother, friends. Benefits Soft and beautiful hair for long time.
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Overview of shampoos/conditioners advertising on TV during 2008

53 per cent rise in TV ad volumes of 'shampoos/conditioners' category during 2008 compared to 2007. 'HUL' leads in advertising of 'shampoos/conditioners' brands on TV during 2008. 'Superia Maxi Protect Shampoo' was the 4/15/12 top new brand of 'shampoos/conditioners'

Shampoos/Conditioners category advertising on TV during 2009

TV advertising of Shampoos/Conditioners category has seen rise of 17 per cent during 2009 compared to 2008. Hindustan Unilever Ltd (HUL) leads in advertising of Shampoo/Conditioner brands on TV during 2009.
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Clinic All Clear Tech Soft and Clinic Plus

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'Shampoos/Conditioners' category advertising on TV during 2010

TV advertising of 'Shampoos/Conditioners' category has seen rise of 49 per cent during JanOct '10 compared to Jan-Oct '09. 'HUL' leads in advertising of 'Shampoo/Conditioner' brands on TV during Jan-Oct '10.

'Dove Intense Damage Therapy' and 'Head Shoulder Itchy Scalp' shampoo brands occupied 4/15/12top 2 positions among the new the

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Segmentation of Shampoo Market


Shampoo market is segmented on three benefit Segment such as: Cosmetic(shine, strength & lustre): Sunsilk, Pantene, clinic Plus , chik Anti -Dandruff: clinic all clear , Head & shoulders Herbal-Vatika , Nyle & Meera
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Target of Shampoo Market


Hair Shampoos are targeted at v Upper middle class v Now, also middle class and house wives v Upper class rural consumers v Teenagers - they are the major segment
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Prospects of Shampoo Mass Market

In mid 1997, per capita consumption of Shampoo increased Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share P & G launched its Internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine ( ZPT ) - a unique anti-microbial agent. There were 2 variants - regular and menthol
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Sachet sale became 40 % of all shampoo

Concepts Of Consumer Behaviour used in Shampoo Mass Market Segmentation & Classifying customer : Market

Marketing Mix

Consumer Research Process : Qualitative & Quantitative Research Personality & Brand Brand endorsers Impersonal & Interpersonal Communications
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Related Interests