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    Presented By, Group No-03 Animesh (01) Vishal (16) Bhushan (25) Sagar (26) Presented By, Group No - 03 Animesh (01) Vishal (16) Bhushan (25) Sagar

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    aradhana91292
    This document presents the objectives and findings of a market study on the shampoo industry in India. The objectives were to study the local market, analyze relationships between brands and buying behaviors, and assess the influence of advertising. The document summarizes the evolution of prominent shampoo brands in India since the 1960s. It also describes characteristics and target markets of major brands like Sunsilk, Dove, Clinic Plus, and Head & Shoulders. The shampoo market is segmented based on benefits like cosmetic, anti-dandruff, and herbal. Consumption patterns in Ranchi show high demand for small packs. Questionnaires were developed to understand consumer preferences and behaviors.

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    Presented By, Group No-03 Animesh (01) Vishal (16) Bhushan (25) Sagar (26) Presented By, Group No - 03 Animesh (01) Vishal (16) Bhushan (25) Sagar

    Uploaded by

    aradhana91292
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    This document presents the objectives and findings of a market study on the shampoo industry in India. The objectives were to study the local market, analyze relationships between brands and buying behaviors, and assess the influence of advertising. The document summarizes the evolution of prominent shampoo brands in India since the 1960s. It also describes characteristics and target markets of major brands like Sunsilk, Dove, Clinic Plus, and Head & Shoulders. The shampoo market is segmented based on benefits like cosmetic, anti-dandruff, and herbal. Consumption patterns in Ranchi show high demand for small packs. Questionnaires were developed to understand consumer preferences and behaviors.

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    indiashampooindustry-nup.pptx

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    This document presents the objectives and findings of a market study on the shampoo industry in India. The objectives were to study the local market, analyze relationships between brands and buying behaviors, and assess the influence of advertising. The document summarizes the evolution of prominent shampoo brands in India since the 1960s. It also describes characteristics and target markets of major brands like Sunsilk, Dove, Clinic Plus, and Head & Shoulders. The shampoo market is segmented based on benefits like cosmetic, anti-dandruff, and herbal. Consumption patterns in Ranchi show high demand for small packs. Questionnaires were developed to understand consumer preferences and behaviors.

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    21 views21 pages

    Presented By, Group No-03 Animesh (01) Vishal (16) Bhushan (25) Sagar (26) Presented By, Group No - 03 Animesh (01) Vishal (16) Bhushan (25) Sagar

    Uploaded by

    aradhana91292
    This document presents the objectives and findings of a market study on the shampoo industry in India. The objectives were to study the local market, analyze relationships between brands and buying behaviors, and assess the influence of advertising. The document summarizes the evolution of prominent shampoo brands in India since the 1960s. It also describes characteristics and target markets of major brands like Sunsilk, Dove, Clinic Plus, and Head & Shoulders. The shampoo market is segmented based on benefits like cosmetic, anti-dandruff, and herbal. Consumption patterns in Ranchi show high demand for small packs. Questionnaires were developed to understand consumer preferences and behaviors.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 21

    Presented

    By,
    Group No03
    Animesh
    (01)
    Vishal (16)
    Bhushan
    (25)

    OBJECTIVE

    To study the local market for shampoo


    To analyse the relationship between a
    specific brand and its buying behavior
    To access whether advertising is influencing
    the buying behavior of the consumers
    To study the impacts of the seats of clinical
    laboratories on the consumer buying
    behavior.

    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)
    Sunsilk re-positioned and re-launched in 1994 (Nutracare) Pink for dry hair, yellow for normal hair, green for oily hair
    and black for long hair

    BRAND CHARACTERISTICS

    Sunsilk (HUL) :- Silky, shiny, voluminous strong and black


    coloured hairs
    Dove (HUL):- Damage control, daily hair care
    Clinic plus (HUL):- Strong and long hair, Anti-dandruff
    shampoo
    Head and shoulder (Procter Gamble):- Anti-dandruff
    shampoo
    Pantene (Procter Gamble):- Smooth, silky, voluminous, full,
    lively, long, black
    hair
    Chik (Cavin kare):- Fragrance, strength, cool and black hair
    Nyle (Cavin kare):- Herbal shampoo, strength, softness in
    hair
    Vatika (Dabur):- Herbal shampoo, naturalness in hair

    VARIOUS SHAMPOO PRODUCTS

    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

    TARGET OF SHAMPOO MARKET

    Hair Shampoos are targeted at


    Upper middle class
    Now, also middle class and
    house wives
    Upper class rural consumers
    Teenagers - they are the
    major segment

    CONCEPTS OF CONSUMER BEHAVIOUR


    USED IN SHAMPOO MASS MARKET

    Classifying customer : Market Segmentation &


    Marketing Mix
    Consumer Research Process : Qualitative &
    Quantitative Research
    Personality & Brand
    Brand endorsers
    Impersonal & Interpersonal Communications

    SHAMPOO MARKET CONSUMPTION


    PATTERN IN RANCHI
    Sales

    10%
    10%

    30%

    20%

    30%

    sachet
    100ml pack
    250ml pack
    500mlpack
    1 litre n more

    some questionaires prepared by us:1. Do you find that your shampoo actually cleans your hair as well as you
    like?
    2. Do prefer scented shampoo?
    3.On average, how many times a week do you shampoo?
    4. Does your shampoo irritate you
    5. Does your shampoo keep your scalp dry?
    6. Do you have dandruff?
    7.Do you have any major issues with your current shampoo?
    8. Would you prefer a shampoo that conditions your hair at the same time?
    9.Do you prefer and scents that could be added to the shampoo?
    10. Would you support the testing of a shampoo that didn't sting your eyes?
    11. Would you buy a multipurpose gel used as shampoo and soap?
    12. Do you prefer that your shampoo be a specific color?
    13. Are you concerned about any chemicals that could be considered
    harmful to your scalp?
    14.What do you consider a reasonable price for the average bottle of
    shampoo?
    15. Would you be interested in a free sample?

    The Market shares


    brands shares(%)
    sunsilk 20
    clinic 25
    pantene 11
    ultra doux 1.2
    others 28.6

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