1.

1BRIEF OVERVIEW OF THE STUDY

CUSTOMER
A customer is anyone who receives a product either a good or a service from an
organization. In most situations the customer will have to pay to obtain the product, but
this is not always the case. For example, students are increasingly referred to as the
customers of the schools and colleges that they attend, but the ma!ority of students do
not pay directly for the educational service they receive.
Internal customers are members of staff or outside suppliers that contribute towards the
service provided to external customers. "hey include#
$olleagues
%anagers&supervisors
'taff in other functional departments
(ood customer service to internal customers will help to establish good wor)ing
relationships between colleagues, managers and staff teams. "hese relationships are
important if the business is to function effectively. For example, wor)ing in a pleasant
environment where staffs are supportive of each other can )eep staff turnover and
absenteeism costs to a minimum.
External customers, on the other hand, are the people who we more usually associate
with the term customer, i.e. the people that actually buy or use an organizations
products and services.
*ey point to remember is that there are many occasions in which a business comes into
contact with external customers. It is not !ust about the moment a transaction ta)es
place. +oints of customer contact ta)e a place#
,hen a customer is en-uiring about the product
"a)ing a customer order or payment
1
.elivering a product
,hen handling a complaint or problem
,hen ma)ing repairs or doing maintenance
+roviding after/sales care
CUSTOMER STISFCTIO!
$ustomer satisfaction measures how well a company0s products or services meet or
exceed customer expectations. "hese expectations often reflect many aspects of the
company0s business activities including the actual product, service, company, and how the
company operates in the global environment. $ustomer satisfaction measures are an
overall psychological evaluation that is based on the customer0s lifetime of product and
service experience. 1
IM"ORT!CE OF CUSTOMER STISFCTO!
"he importance of customer satisfaction is apparent when you realize that, without
customers, you don0t have a business. A single unsatisfied customer can send more
business away from your company than 23 satisfied customers. "he more you focus on
customer retention and customer support, the more long/term business you0ll get. It0s
worth it to focus on customer satisfaction strategies, no matter how large or small your
company is.
Un#erstan#$n% t&e nee#s o' t&e customer $s cr$t$cal.
A business relationship, !ust li)e any other relationship, relies on both people
getting their needs met. 4o matter what type of business you are in, all customers
want the same thing. "hey want to feel welcomed and appreciated by you and
your staff. "hey don0t want to get the impression that they are !ust being used by
you for money. 'mall interactions li)e 1"han) you1 and a nice smile can go a
long way toward customer satisfaction.
2
Ma(e sure )our em*lo)ees o*erate +$t& t&e same *r$nc$*les.
A big part of customer satisfaction is reliability. If customers come to expect a
certain mode of behaviour from you and your employees, you should deliver it to
them each and every time. $ustomers want to be able to rely on you. "hey expect
consistent delivery times 5if applicable6 and support. 7y training your employees
to treat all customers with the same respect, your customers will all have the same
experience with your company, which will increase customer satisfaction.
Be &onest +&en )ou #on,t meet ex*ectat$ons.
$ustomer satisfaction is at its most important when something goes wrong in the
chain of delivery. ,hether a customer was double charged or didn0t receive what
she ordered, your employees need to handle the situation with the utmost care.
8our employee should apologize and ta)e steps to rectify the situation. "he phrase
1the customer is always right1 is at the core of a good customer satisfaction
strategy. It doesn0t matter whether or not the customer misread the instructions or
made the mista)e9 your employee should ta)e steps to ma)e the customer happy.
Customer sat$s'act$on $s t&e 'oun#at$on o' a %oo# -us$ness.
'atisfied customers will ma)e a great foundation for return business, and they
may also bring in their friends and associates. :emember that customers are the
heart of any business. *eep them satisfied, and encourage them to tell their
friends about their experiences with your business
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Measures o' customer sat$s'act$on
Sat$s'act$on Measurement. O/erall Measures o' Sat$s'act$on
'atisfaction measures involve three psychological elements for evaluation of the product
or service experience# cognitive 5thin)ing&evaluation6, affective 5emotional/feeling&li)e/
disli)e6 and behavioral 5current&future actions6.
$ustomer satisfaction usually leads to customer loyalty and product repurchase. 7ut
measuring satisfaction is not the same as measuring loyalty. 'atisfaction measurement
-uestions typically include items li)e#
2. An overall satisfaction measure 5emotional6# ;verall, how satisfied are you with
18oni fresh yogurt1<
'atisfaction is a result of a product related experience and this -uestion reflects the
overall opinion of a consumer0s experience with the product0s performance. 4ote that it
is meaningful to measure attitudes towards a product that a consumer has never used,
but not satisfaction for a product or brand that has never been used.
=. A loyalty measure 5affective, behavioural6# ,ould you recommend 18oni1 to your
family and friends<
>. A series of attribute satisfaction measures 5affective and cognitive6#
?ow satisfied are you with the 1taste1 of 8oni fresh yogurt<
?ow important is 1taste1 to you in selecting 8oni fresh yogurt<
'atisfaction and attitude are closely related concepts. "he psychological concepts of
attitude and satisfaction may both be defined as the evaluation of an ob!ect and the
individual0s relationship to it. "he distinction is that satisfaction is a 1post experience1
evaluation of the satisfaction produced by the product0s -uality or value.
4
@. Intentions to repurchase 5behavioral measures6# .o you intend to repurchase 8oni fresh
yogurt<
'atisfaction can influence post/purchase&post/experience actions other than usage 5such
as word of mouth communications and repeat purchase behavior6. Additional post/
experience actions might include product or information search activity, changes in
shopping behavior and trial of associated products.
As shown in Figure 2, customer satisfaction is influenced by perceived -uality of product
and service attributes, features and benefits, and is moderated by customer expectations
regarding the product or service. Aach of these constructs that influence customer
satisfaction need to be defined by the researcher.
FI0URE 1.1. CUSTOMER STISFCTIO!
Sat$s'act$on Measurement. ''ect$/e Measures o' Customer Sat$s'act$on
A consumer0s attitude 5li)ing&disli)ing6 towards a product can result from any product
information or experience whether perceived or real. Again, it is meaningful to measure
5
attitudes towards a product or service that a consumer has never used, but not
satisfaction.
Sat$s'act$on Measurement. Co%n$t$/e Measures o' Customer
Sat$s'act$on
A cognitive element is defined as an appraisal or conclusion that the product was useful
5or not useful6, fit the situation 5or did not fit6, exceeded the re-uirements of the
problem&situation 5or did not exceed6. $ognitive responses are specific to the situation for
which the product was purchased and specific to the consumer0s intended use of the
product, regardless if that use is correct or incorrect.
Sat$s'act$on Measurement. Be&a/$oral Measures o' Customer
Sat$s'act$on
It is sometimes believed that dissatisfaction is synonymous with regret or disappointment
while satisfaction is lin)ed to ideas such as, 1it was a good choice1 or 1I am glad that I
bought it.1 ,hen phrased in behavioral response terms, consumers indicate that
1purchasing this product would be a good choice1 or 1I would be glad to purchase this
product.1 ;ften, behavioral measures reflect the consumer0s experience individuals
associated with the product 5i.e. customer service representatives6 and the intention to
repeat that experience.
6
FI0URE 1.1. CUSTOMERS
Sat$s'act$on Measurement. Ex*ectat$ons Measures
%any different approaches to measuring satisfaction exist in the consumer behavior
literature. Beonard 7erry in =33= expanded previous research to refine ten dimensions of
satisfaction, including# Cuality, Dalue, "imeliness, Afficiency, Aase of Access,
Anvironment, Inter/departmental "eamwor), Front line 'ervice 7ehaviors, $ommitment
to the $ustomer and Innovation. 7erry0s dimensions are often used to develop an
evaluative set of satisfaction measurement -uestions that focus on each of the dimensions
of customer satisfaction in a service environment.
A diagnostic approach to satisfaction measurement is to examine the gap between the
customer0s expectation of performance and their perceived experience of performance.
"his 1satisfaction gap1 involves measuring both perception of performance and
expectation of performance along specific product or service attributes dimensions.
$ustomer satisfaction is largely a reflection of the expectations and experiences that the
customer has with a product or service. ?owever expectations also reflect that influences
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the evaluation of the product or service. ,hen we ma)e ma!or purchases, we research the
product or service and gain information from the advertising, salespersons, and word/of/
mouth from friends and associates. "his information influences our expectations and
ability to evaluate -uality, value, and the ability of the product or service to meet our
needs.
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1.1 OB2ECTIVES OF THE STUDY
;b!ective of my pro!ect is to comprehensively research on one of the most successful
sub/brands of 'E4'IB*. ,ithin 'unsil), I have incurred a study on the hair care product
range of 'unsil) that is 'unsil) 'hampoos and $onditioners. I have essentially focused
on shampoos and conditioners.
"o understanding the mar)et share of 'unsil) I have captured the mar)et the
capabilities of 'unsil) shampoos and conditioners.
I have researched on the brand perception of the product by the customers and
customer loyalty towards the product.
I have also stressed on the four +s of mar)eting in relation to this product and the
mar)eting strategies that have been adopted by 'unsil) from time to time.
"he stress however has been on the +:;.E$" out of all the four +s and on the
consumer behaviour and their perception towards the brand.
,e have also focused on the current leading competitors of 'unsil) and
conducted a brief study on their mar)et
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1.3 SCO"E !D SI0!IFIC!CE OF THE STUDY
"he SCO"E of the study is limited to customer satisfaction of F'E4'IB*G products
with special reference to shampoo and conditioners. "he study was carried out in .elhi.
"he SI0!IFIC!CE of present study comes to the floor with the revelations having
exciting and full of curiosity determinants in relation to the specified ob!ectives to
understand and analyze the @+ aspects of mar)eting for 'unsil). Further the study helped
in identifying the reasons which stops the customers to buy 'unsil) +roducts over other
products and to understand customer 7rand )nowledge with regard to 'unsil). As the
study has been conducted, in the context of Indian customers 5where interviewed
customers are from .elhi6, the investigation perspectives have been thrown, conditioning
the specified motives of Indian people, putting aside the motives outside India. "he
research conducted was also helpful in identifying the fre-uency of purchase and usage
of the 'unsil) products.
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1.4 5IMITTIO!S OF THE STUDY
"he following are the limitations of the study#
"he sample size was small and hence the results can have a degree of
variation.
"he response of the employees in giving information was lu)ewarm.
;rganizations resistance to share the internal information.
Cuestionnaire is sub!ected to errors.
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:esearch %ethodology is a way to systematically solve the research problem. "he
:esearch %ethodology includes the various methods and techni-ues for conducting a
:esearch. F%ar)eting :esearch is the systematic design, collection, analysis and
reporting of data and finding relevant solution to a specific mar)eting situation or
problemG.
.. 'lesinger and %. 'tephenson in the encyclopaedia of 'ocial 'ciences define :esearch
as Fthe manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify )nowledge, whether that )nowledge aids in construction of
theory or in the practice of an artG.
:esearch is, thus, an original contribution to the existing stoc) of )nowledge ma)ing for
its advancement. "he pro!ect has a specified framewor) for collecting data in an effective
manner. 'uch framewor) is called F:esearch .esignG. "he research process followed by
us consists of following steps#
Researc& Des$%n.
Conclusion Oriented Research: 6 "he research was conclusion oriented because
it was a research where our own views about the research were given.
Descriptive Research: 6 "he research was a descriptive research as it was
concerned with specific predictions, with narration of facts and characteristics. In
such )ind of research, the researcher !ust presents the picture which has already
studied.
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Sam*le Des$%n. A sampling design is a definite plan for obtaining a sample from a given
population. It refers to the techni-ue or the procedure the researcher adopts in selecting
items for the sample. "he following factors need to be decided within the scope of sample
design#
1.1 Un$/erse o' t&e Stu#):
"he universe consists of all survey elements that -ualify for inclusion in the research
study. "he population or universe represents the entire group of units which is the focus
of the study. "he universe in my research was the respondents who shampoos and
conditioners as hair products.
2.2 Sample Size and Sampling Technique
Sample Size: - 'ample size is the number of elements to be included in a study.
*eeping in mind all the constraints 233 respondents was selected.
Sampling Techniques:"he selection of components of the sample that will give a
representative view of the whole is )nown as sampling techni-ue. "he sampling
techni-ues used are convenience sampling techni-ue and simple random sampling
techni-ue.
Sample Unit: - 'ampling unit is the basic unit containing the elements of the
universe to be sampled.It is a single section selected to research and
gather statistics of the whole. "he sampling unit of my study is the respondents
who use 'unsil) shampoo and conditioners.
1.3 Met&o#s o' Data Collect$on#
:esearch wor) is exploratory in nature. Information has been collected from both
+rimary and 'econdary data.
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rimar! sources: 6 +rimary data are those, which are collected afresh and for the
first time, and thus happen to be original in character. +rimary data has been
collected by conducting surveys through -uestionnaire, which include li)ert scale
-uestions and both open/ ended and close/ended -uestions.
Secondar! Sources: 6 'econdary data are those which have already been
collected by someone else which already had been passed through the statistical
process. In this research pro!ect secondary source used were boo)s and websites.
1.4 "resentat$on Tools Use#.
"o analyse the data obtained with the help of -uestionnaire, following tools were
used.
Tools o" resentation: It means what tools were used to present the data in a
meaningful way so that it becomes easily understandable. In this research tools
used were tables and graphs.
Tools o" #nal!sis: In this research the tools of analysis used were +ercentage
Analysis.
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3.1.1 "ST TRE!DS
Indians have evolved from the 0c&am*$0 times, wherein hair oil was considered to be the
only product meant for hair care. "oday, there are a plethora of options available from
shampoos and conditioners to hair dyes and post wash products. In this article we focus
on the shampoo segment, which is considered to be one of the fastest growing segments
in the hair care industry.
"he India shampoo industry is estimated at :s.2@ billion and is growing at an average
rate of =3H per annum. According to A$ 4ielsen, shampoo is one of the fastest growing
categories within FMC0 sector and is expected to grow at =IH per annum in the
coming years.
Se%mentat$on. "he shampoo industry is segmented on benefit platforms# cosmetic
5shine, health and strength6, anti/dandruff 5A.6 and herbal. =3H of the total shampoo
mar)et is accounted by the A. shampoos. "he A. segment is the fastest growing
segment, growing at 23H to 2= H every year
Usa%e. "he fre-uency of shampoo usage is very low in India. %ost consumers use
shampoo only once or twice in a wee). In many cases, these products are used on special
occasions such as weddings, parties etc. About I3H of consumers use ordinary toilet
soaps to wash their hair. About 2IH of consumers use toilet soaps as well as shampoo for
cleaning their hair. Also J3H of the total shampoo sales are through sachet sales. ?BB
has higher sta)es in the rural mar)et with an K3H share. "he bottle sales are popular in
the northern region where I3H of the shampoo bottles are sold.
From a penetration level of 2>H in =333, now almost a third of the country0s rural
population uses shampoo with penetration levels zooming to >=H in =33I. ,hile the
north and west zones have tripled in penetration, the south and east zones have doubled
during the period between the years =333 to =33I
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After a sober growth in =33@ due to the downturn of the F%$( sector, shampoo sector
saw strong growth in the next two years due to the introduction of sachets and a surge in
rural demand. "he overall shampoo mar)et, which sees annual volume sales of
approximately L>,333 tones, saw rural off ta)e grow by @3H last year, while urban
demand grew half that at =2H.
Mar(et *la)ers. ?BB is the undisputed leader from the early 2MM3s with brands li)e
'unsil), $linic All $lear and $linic +lus. + N ( entered India in 4ov 2MMI, with the
world0s largest selling brand / +antene. It also launched ?ead N'houlders, which is the
leading A. shampoo. Amongst other players are .abur, $avin*are and Ayur.
FI0URE 3.1. M2OR "5YERS I! THE MR7ET
O**ortun$t). +enetration of shampoo is very low in India. "he average per/capita
consumption of shampoo in India is very low at approximately 2> ml and many people in
rural India still use toilet soaps. +eople still perceive shampoo as high end product in the
rural areas. "his provides a huge opportunity to the players. "he huge size of the
untapped mar)et leads to a great potential for the existing players.
TB5E 3.1. "ER C"IT CO!SUM"TIO!
"erca*$ta consum*t$on 8ml9
T&a$lan# >>3
In#ones$a 2L3
In#$a 2>
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India is and will remain for some time one of the youngest countries in the world.
$urrently there is a population of 2L> m teen in India. Approximately half of the 2 billion
plus population is under the age of =3, which is one of the largest consumers of hair care
products. "his provides huge mar)et for the shampoo players. Also, with the increasing
income levels of the middle class population, the usage of shampoos has increased.
.espite its undisputed potential, the rapid expansion of the shampoo mar)et was
interrupted in 2MMM. ;verall growth rates in the mar)et slowed to 2.JH in 2MMM, from
2LH the previous year. Bac) of innovation was the ma!or reason for slowdown. "he
perception that shampoos contain harsh chemicals that could damage hair, high price and
the view that the shampoo is more of a glamour product rather than a hygiene product led
to lower sales. "he players came out with the idea of smaller pac)s, which were a
success. Also, products li)e anti dandruff started getting attention and became the fastest
growing category. +layers li)e .abur and Ayush came up with herbal shampoos.
?owever in recent times, the value/added shampoo segment is getting -uite crowded,
with a range of pharmaceutical and cosmetics companies launching specialized products.
(odre! 'oaps has leveraged its dominance of the hair color mar)et to launch (odre!
$olor gloss shampoo, for users with colored hair, while pharma companies 5including
Oohnson N Oohnson6 have launched medicated anti/dandruff shampoos 5which will
probably carry higher credibility with buyers6.
(oing forward, by =32I, the under =3 crowd will ma)e up IIH of all Indians providing a
huge opportunity to players in this sector. Further, there is potential for converting users
of toilet soaps and occasional users. ,ith increasing awareness and advertising
campaigns, the overall penetration of shampoos in India is li)ely to multiply manifold in
the next two to three years.
17
3.1.1 "RESE!T TRE!DS
S&am*oos are a significant segment of the hair care industry and they mainly cater to the
middle class, the upper middle class, teenagers and now the upper class rural consumers.
"he penetration of shampoo mar)et in India is !ust about 2IH out of which the
penetration in the urban mar)et is @3H and in the rural mar)et, it is 23H.
"here are broadly three basic segments in the shampoo mar)et in India. "hese are#
$osmetics
Anti/.andruff
?erbal
"he top three brands in the 4ormal shampoo range are $linic +lus, 'unsil) and $hi)
while in ?erbal shampoo range, the top three brands are Ayush, .abur Dati)a and 4yle.
"he anti/dandruff shampoos include $linic All $lear, ?ead and 'houlders and .abur
Dati)a as the best performing brands. "he premium products in the shampoo mar)et
include 'hehnaz ?ussain, B;real and :evlon Flex as the ruling brands in the mar)et. ;n
the basis of the research conducted by us, the shampoo mar)et has a large untapped
mar)et as it is still considered as a premium cosmetic product by a huge part of the Indian
population. "his can be !ustified from the current mar)et scenario of shampoo mar)et
which states that the current per capita consumption of shampoos by Indian consumers is
!ust 2> ml which is very less as compared to its other Asian counterparts where t is about
2L3 ml in Indonesia and about >>3 ml in "hailand. Further, our research shows the
following facts#
P "he fre-uency of shampoo usage is very low. %ost consumers use shampoo only
once or twice in a wee). In many cases, these products are used on special
occasions such as weddings, parties etc.
P 'ome customers use shampoo only to address a specific problem such as dandruff
or when they need to condition their hair.
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P Ese of conditioners is not common. It is restricted to the super premium segment
or those who are very involved with their hair care.
P 'ome consumers use natural conditioning agents such as henna.
P About I3H of consumers use ordinary toilet soaps to wash their hair.
P About 2I H of consumers use toilet soaps as well as shampoo for cleaning their
hair.
P 7rand loyalties in shampoo are not very strong. $onsumers fre-uently loo) for a
change, particularly in fragrance.
P $onsumers attribute lathering to the act of cleaning.
P %a!or expectations from the product are improvement in texture and
manageability, giving softness and bounce to hair, curing and avoiding damage to
the hair.
P An Indian needs more shampoo for a proper wash 5 average L ml 6 compared to @
ml needed in ,estern countries as most Indian women have long hair
P %ost consumers do not use shampoo daily.
P :egular users would need smaller -uantity of shampoo per bath. ?air tends to
collect more dust due to dusty environment and oiling habits.
P 'outhern mar)et is predominantly a sachet mar)et, accounting for J3 H of sachet
volumes.
P In $ontrast, shampoo bottles are more popular in the 4orthern mar)ets.
P About I3 H of the shampoo bottles are sold in the 4orthern region alone.
P In the 4orth, local brands such as Ayur have strong e-uities and these products
being low priced dilute sachets E'+ of low price.
,ith changing times, this particular mar)et segment is also improving at a fast pace. "he
main challenge therefore in front of mar)eters is to increase the product awareness in the
Indian mar)et and also focusing on targeting the rural mar)et which is ma!orly unaware
about the product. It is due to this reason hat Ad campaigns are on a rise as there is a lot
of competition in this area and there are low penetration levels with a large untapped
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mar)et. "here are certain brands that are actively increasing their presence in the mar)et
by mar)eting their shampoos through different channels, especially online mar)eting.
3.1.3 FUTURE TRE!DS
0lo-al Ha$r Care "ro#ucts In#ustr)
"he world hair care products industry witnessed >H expansion in =323, generating
revenue of almost Q@M billion and volume sales of more than 2I billion units, according
to %ar)et Bine. "he mar)et is expected to reach almost QIK billion in =32I, representing
2KH expansion over a five/year period. "he mar)et should hit a volume of almost 2K
billion units in =32I for a 2MH growth rate.
'hampoo represents the leading segment in the global hair care products industry,
representing close to @3H of the overall mar)et in terms of value. :egionally, the AE
holds more than a >IH hair care mar)et share, while company/wise leader +rocter N
(amble holds the number/one position globally with more than =@H of the overall
mar)et in terms of value.

Re%$onal Mar(et S&are
"he AE hair care products mar)et generated almost Q2J billion in revenue in =323,
reports %ar)et Bine. "he mar)ets yearly growth rate is expected to fall slightly from its
=.IH rate between =33L and =323 over the following five/year period ending =32I to
reach almost Q2M billion. 'hampoo sales represented the most profitable mar)et segment
in =323, worth almost QL.I billion and accounting for >KH of the overall mar)et.
?air care represented an industry worth more than QJ billion in the E' in =323. %ar)et
Bine estimates the mar)ets growth will accelerate slightly from /3.>H to /3.=H between
=323 and =32I to maintain its current worth. 'hampoo sales represented the mar)ets
leading segment in =323, generating over Q= billion and accounting for almost >3H of the
overall mar)et.
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In India, the hair care products industry generated more than Q= billion in =323, having
recorded over 2IH yearly growth for the preceding four/year period, reports %ar)et
Bine. ?air conditioner sales proved to be the most profitable segment, generating more
than Q2 billion and representing almost IKH of overall mar)et value. %ar)et growth is
expected to slow to a yearly rate of !ust over 23H between =323 and =32I9 this is forecast
to bring the mar)et to Q>.I billion by the close of =32I.
Indias private labels hair care products mar)et segment represents less than IH of the
overall mar)et, according to $anadian. +rivate labels, which do well in more mature
mar)ets, suffer from Indias fragmented retail sector. "he countrys young population and
increasing urbanization it is expected to influence the industry in the short to long term.
Indias hair colour mar)et is benefitting from rising levels of disposable income and
favourable fashion trends. "he rising number of male consumers purchasing personal
grooming products is also having a positive impact on the mar)et. Indias hair colour
mar)et does face certain obstacles to growth such as consumer concern over s)in
reactions to chemicals present in hair colorants. 4et 'cribes predicts herbal products will
constitute a ma!or mar)et trend in coming years. ;ther trends include companies see)ing
brand recognition for using natural products, >. colour service and tie/up with salons.
$hinas hair care mar)et was worth almost Q@ billion in =323, having exceeded LH
yearly growth between =33L and =323, reports %ar)et Bine. 'hampoo sales represented
the most profitable hair care mar)et segment with revenue of close to Q> billion in =323,
exceeding JIH of overall mar)et value. 'tyling agents were the second/most lucrative
segment, followed by hair colorants. According to $anadian, hair colorants represent the
highest rate of private label penetration, with hair styling agents recording the lowest rate.
%ar)et growth is expected to slow to a yearly rate of !ust more than IH between =323
and =32I, bringing the mar)et to !ust under QI billion.
"he African/American hair care product mar)et involves the manufacture of shampoos,
conditioners, hair dyes, moisturizing products, styling products and relaxers designed and
mar)eted to appeal to African/Americans. I7I' expects the industry will continue to
witness growing demand for products made with organic ingredients, and hairstyle
options with limited or no chemical treatments.
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In#ustr) 5ea#ers
Beading names currently operating in the global hair care mar)et include +rocter N
(amble, Aveda, 'hiseido, Oohn +aul %itchell, B0;real, Alberto/$ulver, :evlon,
4eutrogena, Enilever, *ao, 7eiersdorf and ?en)el.

3.1 M2OR "5YERS !D THEIR RES"ECTIVE SHRE I! THE MR7ET
"!TE!E
"antene is a brand of hair care products owned by +rocter N (amble. "he product line
was first introduced in Aurope in 2M@J by ?offman/Ba:oche of 'witzerland, which
branded the name based on panthenol as a shampoo ingredient. It was purchased by
+rocter N (amble 5+N(6 in 2MKI in order for +N( to compete in the 1beauty product1
mar)et rather than only functional products.
"he brand0s best/)nown product became the conditioning shampoo +antene +ro/D
5+antene +ro/Ditamin6. "he product became most noted due to an advertising campaign
in the late 2MK3s in which fashion models said, 1.on0t hate me because I0m beautiful.1
R=S
R>S
*elly Be7roc) gained notoriety as the first television spo)eswoman to spea) the line.
R@S
"he line was criticized by feminists and became a pop/culture catchphrase for
1annoying1 narcissistic behavior
FIM DI WI55S
F$ama D$ W$lls is an Indian personal care brand that offers shampoos, conditioner,
bathing bars and shower gels. It is owned by I"$ Bimited, an Indian conglomerate with
a turnover of E'. L billion.
22
Baunched on 'eptember 2I, =33J, the brand was the second to roll out of I"$s personal
care stable. Its E'+ is the blend of 1nature and science1 across its portfolio of products,
resulting from four years of intensive research at the I"$ :esearch and
.evelopment $entre in 7angalore.
HED !D SHOU5DERS
Hea# : S&oul#ers is a brand of anti/dandruff shampoo produced by +rocter N (amble.
%att Alliott got +rocter N (amble researchers to start ma)ing a new anti/dandruff
shampoo in 2MI3. 4early a decade of research went into ma)ing a new formula, which
introduced pyrithione zinc into the shampoo. It was first introduced to the E.'. mar)et in
4ovember 2ML2 as a blue/green shampoo formula.
DOVE
Do/e is a personal care brand owned by Enilever. .ove products are manufactured
in Argentina, Australia, 7razil, $anada, (ermany, India, Indonesia,Ireland, %exico, 4eth
erlands, +a)istan, "hailand, "ur)ey and Enited 'tates. "he products are sold in more than
>I countries and are offered for both women and men. "he .ove trademar) and brand
name is currently owned by Enilever. .ove0s logo is a silhouette profile of the
brand0s namesa)e bird, the color of which often varies.
+roducts include# antiperspirants&deodorants, body washes, beauty bars,
lotions&moisturizers, hair care, and facial care products. .ove is primarily made from
synthetic surfactants, soaps 5derived from vegetable oils such as palm )ernel6 and salts of
animal fats 5tallow6. In some countries, but not E*, .ove is derived from tallow 5li)e
much soap6 and for this reason it is not considered vegan, unli)e vegetable oil based
soaps. .ove is formulated to be p? neutral, a p? that is usually between L.I and J.I.
C5I!IC 55 C5ER
23
"he $linic All $lear brand was launched in 2MK3 in India. It was )nown as $linic 'pecial
then and its name was later changed to $linic All $lear in 2MML. "he brand is also present
as $lear in 2@ other countries worldwide. "o align itself to the international -uality
standards this year $linic All $lear has been relaunched this year as $lear.
"he new range of $lear is powered with the dual benefit of $lear tech and essential oils.
"he dual action of its advanced formula guarantees Tero dandruff and leaves you feeling
fabulous.
Clear ct$/e Care +rovides extra nourishment for a healthy scalp and beautiful
hair. +owered by $leartech also helps remove dryness which is the root cause of
dandruff.
Clear Ice Cool 'pecially formulated with the cleartech advantage it refreshes
and cools the scalp and also reduces dandruff.
Clear Ha$r 'all De'enseAlso powered by $leartech. It removes dandruff which
helps in reducing hair fall
Clear So't 0loss +owered with the twin advantage of $leartech soft and
essential oils. It not only removes dandruff but also leaves your hair @ U softer.
Clear Ra#$ant Blac( 4ourishes the scalp and gives a blac) shine to your
dandruff free hair.
24
SU!SI57
Suns$l( is a hair care brand, primarily aimed at women, produced by the Enilever group,
which is now considered the world0s leading company and brand in hair conditioning and
the second largest in shampoo. 'unsil) is Enilevers leading hair care brand, and ran)s as
one of the Fbillion dollar brands1. 'unsil) shampoos, conditioners and other hair care
products are sold in LM countries worldwide.
'unsil) is sold under a variety of different names in mar)ets around the world including
Alidor, 'eda and 'edal. "he brand is strongest in Asia, Batin America and the %iddle
Aast and is the number one hair care brand in +a)istan, India, 7razil, Argentina, 7olivia,
7angladesh, 'ri Ban)a, Indonesia, and "hailand.
FI0URE 4.1. SED5 SHM"OO BOTT5E
'unsil) was launched in the E* in 2MI@, and by 2MIM it was available in 2K different
countries worldwide. At the time, 'unsil) had an advantage over other shampoos in the
25
mar)et as it only needed one application, and so meant washing less natural oils from the
hair. 'unsil) cream shampoo for dry hair was launched in 2MIL.
In 2MIK, a new transparent polythene tube for the li-uid shampoo was introduced as an
alternative large size pac) to the bottle. 'unsil) was also available in such tubes.
In 2ML3, 'unsil) "onic shampoo was launched, containing s)in healing
ingredient Allantoin designed to help )eep the scalp free from infection.
In 2ML2, 'unsil) Bi-uid shampoo was re/launched to 'unsil) 7eauty, because Bi-uid in
the name, originally used to distinguish the product from powdered shampoos had
become meaningless as the ma!ority of shampoos were now in li-uid form.
In 2ML=, 'unsil) was mar)eted as a range of shampoos for different hair types.
'unsil) significantly improved product formula and launched new variants in 2MLL# the
first ma!or shampoo to contain olive oil, which acted as conditioner to ma)e hair soft and
manageable9 shampoo for dull hair, which restored hairs natural shine9 lemon shampoo
for greasy hair with deep cleansing ingredients.
'unsil) hair spray was first launched in 2ML@ to enter an expanding hair/spray mar)et, but
in 2MLL a new product formula was developed which gave hold, even in damp weather
whilst still caring for hair. "he hair spray contained a French perfume and could easily be
removed by brushing or shampooing it out.
In 2MLM, all 'unsil) shampoo was re/pac)aged in new +D$ bottles, which were larger
than traditional glass bottles for the same price.
'unsil) conditioner was launched in 2MJ2 with three variants for dry, normal and greasy
hair. In 2MJ>, 'unsil) launched an aerosol dispensed setting lotion. An economy size
shampoo bottle was introduced for 'unsil) in 2MJ@.
In 2MJI, 'unsil) became the biggest name in hair care with 2,333,333 pac)s being sold
every wee).
In 2MK3, the whole 'unsil) range was re/launched, with improved formulations
and pac)aging design to bring the brand into the 2MK3s.
26
In 2MKI, 'unsil) styling mousse was launched and = years later a conditioning mousse
followed.
In =332, 'unsil) moved into the hair colorants mar)et for Asian/type dar) hair, offering a
range of seven permanent colours from natural blac) to copper with purple, red and gold
tints.
In =33>, 'unsil) launched a new range of shampoos and conditioners, which were
developed to meet womens hair needs and reflect the way women, thin) about their hair.
"he fa)e institute 5a trademar) by 'edal6 1Alide ?air Institute1 developed the products in
response to mar)et research. Aach product contained a uni-ue formulation of ingredients,
combining the best from natural and scientific worlds to help combat common hair
problems.
MI5ESTO!ES
2MI@ 'unsil) first launched in the E*.
2MII First advertisement of 'unsil) appeared on "D.
2ML@ Baunch of 'unsil) hair spray.
2MLK 'unsil) shampoo re/pac)aged in +D$ bottles.
2MJ2 Baunch of 'unsil) conditioner.
2MJI 'unsil) became the biggest name in hair care.
=33> 'unsil) glossy magazine launched in Argentina.
=33K 'ocial networ)ing site (ang of (irls was introduced in India.
FIRST DVERTISI!0
27
'unsil) began advertising in 2MII with a campaign that focused on specific hair 1issues1.
In the E*, the campaign focused on shiny hair. .uring the 2ML3s, a television
commercial of 'unsil) featured a tune composed by Oohn 7arry, F"he girl with the sun in
her hairG, which proved so popular that it was subse-uently released as a pop single.
'unsil) radio commercials were aired in 2MLM featuring .ere) 4immo to support the new
'unsil) ?erb shampoo for problem hair called F?airy "alesG. In the early 2MJ3s, 'unsil)
was advertised with the slogan FAll you need is 'unsil)G.
CE5EBRITY SSOCITIO!
%adonna, 4atalia ;reiro, 'ha)ira, and %arilyn %onroe all featured in 'unsil)0s =33K
advertising campaign FBife $ant ,aitG which launched with a 'uper 7owl UBII spot.
"he philosophy behind the campaign was about girls ta)ing positive steps to gain better
control of their lives FHIR O!;5IFE O!G
Actress and %odel ?umaima %alic) is the brand ambassador for 'unsil) in +a)istan.
Actress and former %odel 8ureni 4oshi)a is the brand ambassador for 'unsil) in 'ri
Ban)a. Actress and former %iss ,orld +riyan)a $hopra is the brand ambassador for
'unsil) in India. In =33M, singer .elta (oodrem was announced as the 1face of 'unsil)1
in Australia. "he singer and her music have since featured in several 'unsil) adverts.
In =33J, 7ritish girlband (irls Aloud launched a campaign for 'unsil) after securing a
sponsorship deal worth over V2,333,333. %embers 4icola :oberts, 4adine $oyle, $heryl
$ole, *imberly ,alsh and 'arah ?arding all represented the brand, which included
shooting a television commercial. 'unsil) also sponsored their following tour.
M0<I!E
In =33>, 'unsil) 5'edal6 launched the first hair only glossy magazine in Argentina aiming
to communicate to the professional hair industry. %ore than K33,333 copies are published
each month. "he magazine focuses on hair, fashion and beauty issues as well as
28
showcasing hairdressers wor). It is sold locally on newsstands and distributed to hair
salons.
0!0 OF 0IR5S
In =33K, 'unsil) India launched a social networ)ing site called (ang of (irls,
RMS
which
offered its users access to a variety of local and global experts to address various hair care
needs through its content, blogs and live chat room. "he site includes rich content of hair
care and fashion, and users can also ta)e part in interactive games and -uizzes. In =322,
'unsil) was listed in Report published by "rust :esearch Advisory.
CO6CRETIO! CO55BORTIO!
From =33M 'unsil) started wor)ing with a number of professional hair 1experts1 to
develop new and improved products. Aach hair Fissue1 variant lin)s to an 1expertG with
the relevant specialist hair )nowledge. For example, .r Francesca Fusco, a 4ew 8or)
dermatologist, co/created a FhairfallG variant for the brand. "he lineup also includes#
Oamal ?ammadi for 7lac) 'hine, :ita ?azan for Dibrant $olor and "eddy $harles for
+lumped up Dolume, "homas "aw for .amage :econstruction, ;uidad for .efined $urls
and 8u)o 8amashita / inventor of Oapanese hair straightening process 0YU7O0 / for
+erfect 'traight.
VI5BI5TY
'unsil) is available in over L3 countries worldwide. ?owever 'unsil) products seem to
be no longer available in the Enited 'tates. "he 'unsil) website has a list of countries
where their products are sold9 the E'A is not one of them.
29
SU!SI57 "RODUCTS
SU!SI57 "ERFECT STRI0HT
8CO6CRETED BY YU7O YMSHIT9
FI0URE 4.1. SU!SI57 "ERFECT STRI0HT
30
"here is a magic moment between wet N dry hair when your hair loo)s perfectly straight
and beautifully aligned. 7ut as it dries, it starts to puff up and lose shape. 'unsil) expert
8u)o 8amashita has co/created 'unsil) +erfect 'traight, the ideal shampoo for straight
hair every day. Its brea)through 'traight/Boc) technology to actively control and hold
every strand perfectly aligned as it dries. It penetrates deep within the hair fibre, reducing
frizz and straightening strands, )eeping them fully aligned as they dryW. Axperience
unbeatably straight hair that is shiny, smooth and gorgeous, right from the shower.
'traight 7aal loc)s )aro, roc) )aroX
SU!SI57 RDI!T SHI!E
8CO6CRETED BY 2M5 HMMDI9
FI0URE 4.3. SU!SI57 RDI!T SHI!E
MLH of girls in India desire shiny hair. ?owever daily stresses li)e harsh sunlight and
excessive pollution may rob the hair of essential shine and moisture, leaving it dull and
31
limp. 'unsil) :adiant 'hine shampoo and conditioner combines the nourishing -ualities
of five oils which have beneficial effects on hair Argon, Oo!oba, $amellia, Almond and
;live. "he dual effects of oiling and washing soften the hair texture not !ust from the
outside, but ensure that hair receives nourishment at periodic intervals. "he light oils
permeate up to three layers deep and give hair a natural sheen that stays as the day
progresses. 'o you can show off your shine that stays on and onX
Ex*ert T$* 'or S&$n) Ha$r. Ditamin A is vital for luscious shiny loc)s. It is found in
foods such as avocadoes, berries and nuts. 7low dries your hair inside out and wor) your
way up from tips to the scalp. Always use a heat protector spray before heat styling your
hair. %a)e sure you up your iron inta)e in your diet.
SU!SI57 DREM SOFT !D SMOOTH
8CO6CRETED BY THOMS TW9
FI0URE 4.4. SU!SI57 DREM SOFT !D SMOOTH
32
.ue the harsh sun the hair is stripped off its essential oils, leaving it dry. 'unsil) .ream
'oft N 'mooth shampoo is the best shampoo for dry hair. It is enriched with Agg
$eramide $omplex, which cleanses your hair and conditions even the driest hair leaving
it soft N smooth.
'oft and smooth hair can now say hello every day.
Ex*ert T$* 'or So't : Smoot& Ha$r. Esing the right hair conditioner is important for
dry hair. Instead of rinsing off the conditioner after you shampoo, once a wee), leave the
conditioner in your hair on for the whole night and rinse off the next day. ,atch your dry
hair get a new life.
SU!SI57 5USCIOUS5Y THIC7 !D 5O!0
8CO6CRETED BY TEDDY CHR5ES9
FI0URE 4.=. SU!SI57 5USCIOUS5Y THIC7 !D 5O!0
33
"hic) N long hair is every Indian girls dream. 'unsil) Busciously "hic) N Bong
shampoo and conditioner has been co/created with "eddy $harles and is enriched with
*eratin 8oghurt $omplex which provides your hair with essential nutrients to give you
long/lasting volume. (et two =U thic)er hairW with natural body and bounce.
'o when your hair is thic), ta)e your own hairstyle pic).Disibly thic)er hair based on lab
test comparing untreated hair vs. hair treated with 'unsil) "hic) and Bong shampoo
Ex*ert T$* 'or T&$c( : 5on% Ha$r. For thic) and long hair, shampoo your hair every
day, especially in humid climates and apply the conditioner on your hair strands
concentrating near the tips for bouncy hair, every day.
SU!SI57 STU!!I!0 B5C7 SHI!E
8CO6CRETED BY 2M5 HMMDI9
FI0URE 4.>. SU!SI57 STU!!I!0 B5C7 SHI!E
34
'hiny hair gives you a boost of confidenceX 'unsil) 'tunning 7lac) 'hine 'hampoo has
been co/created with Oamal ?ammadi and is enriched with Amla +earl $omplex
energizers to give deeper, shinier hair from the 2st wash. Its special amino acids have
really small molecules which easily penetrate into the hair, while the ED protectors loc)
in moisture, )eeping out humidity and static. Beaving you with stunning blac) shiny hair,
everyday.
'o girls, go out and shine with 'unsil) blac) shine
Ex*ert T$* 'or S&$n) Ha$r. Ditamin A is vital for luscious shiny loc)s. It is found in
foods such as avocadoes, berries and nuts. 7lows dry your hair inside out and wor) your
way up from tips to the scalp.
SU!SI57 HIRF55 SO5UTIO!
8CO6CRETED BY FR!CESC FUSCO9
FI0URE 4.?. SU!SI57 HIRF55 SO5UTIO!
35
"ired of hair fall due to brea)age< "ried everything but nothing wor)s< "ry 'unsil) hair
fall solution. It has been co/created by .r.Francesca Fusco and is enriched with 'oya
Ditamin $omplex which deeply nourishes and conditions your hair while thoroughly
reinforcing the tresses from root to tip. "his strengthens every inch of your hair, thus
reducing hair fall.
'o say no to hair fall and yes to happy days
Ex*ert Ha$r 'all Solut$on T$*. "o prevent hair loss, in addition to using 'unsil) ?air
Fall 'olution shampoo, always use a wide bristled brush which has wooden bristles
instead of plastic bristles.
36
=.1 0E!ER5 FI!DI!0S
S$OT #%#&'S(S O) OR()&#*+ RODUCTS
Strengths
International company
Asset leverage
;nline growth
Boyal customers
'trong management team
'upply chain
+ricing
Eni-ue products
$ea,nesses
7ad communication
.iseconomies to scale
,ea) management team
Opportunities
Ac-uisitions
Amerging mar)ets and expansion abroad
Innovation
;nline
37
Threats
$heaper technology
Axternal changes 5government, policies, taxes, etc6
Bower cost competitors or imports
38
=.1FI!DI!0S BSED O! @UESTIO!IRE RES"O!SES
STTEME!T =.1 ?ow fre-uently you use 'unsil) products<
Ta-le =.1 Fre-uency of using 'unsil) products.
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
:egularly >= >=H
'ometimes @3 I=H
:arely 2L >=H
4ever 2= 2=H
Total 1AA 1AAB
F$%ure no. =.1 Fre-uency of using 'unsil) products.
I!TER"RETTIO!# After analysing the above table and figure, it was identified that
ma!ority of the respondents i.e9 @3H sometimes use 'unsil) products.
39
STTEME!T =.1 ?ow fre-uently you use 'unsil) 'hampoos<
Ta-le =.1 Ese of 'unsil) 'hampoos.
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
.aily 2= 2=H
= times a wee) @3 @3H
> times a wee) @K @KH
Total 1AA 1AAB
F$%ure =.1 Eses of 'unsil) 'hampoos
I!TER"RETTIO!.After analyzing the above table and figure it was found that
ma!ority of respondents i.e. @KH use 'unsil) 'hampoos.
40
STTEME!T =.3"he variant of 'unsil) ?air care product that you use is available at<
Ta-le =.3 Availability of 'unsil) +roducts
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
Avery 'tore M= M=H
'elective 'tores K KH
4ot available in your area 3 3H
Total 1AA 1AAB
F$%ure =.3 Availability of 'unsil) +roducts
I!TER"RETTIO!. After analyzing the above statement it was identified that
ma!ority of respondents i.e. M=H say that the 'unsil) products are available at
every store.
41
STTEME!T =.4 "he price you pay for the 'unsil) products is<
Ta-le no.=.4+rice of the product
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
?ighly ;verpriced K KH
'lightly ;verpriced =@ =@H
+erfectly +riced L@ L@H
Ender +riced @ @H
Total 1AA 1AAB
F$%ure no. =.4 +rice of the product
I!TER"RETTIO!. After analyzing the above statement and figures, it was found that
the L@H of the respondents believes that the prices of the 'unsil) shampoos are perfect.
42
STTEME!T =.=?ow did you get to )now about 'unsil) product<
Ta-le =.= *nowing of the product
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
"D J= J=H
4ewspaper& %agazines =3 =3H
,ord of %outh K KH
Internet 3 3H
Any ;ther 3 3H
Total 1AA 1AAB
F$%ure =.= Availability of 'unsil) product
I!TER"RETTIO!. After analyzing the above table and figure it was identified that
ma!ority of the respondents i.e. J=H say that they got to )now about 'unsil) products
from "D.
43
STTEME!T =.> If given a choice, which alternate brand will you use prefer for hair
care<
Ta-le =.> Alternative brand
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
+antene @ @H
(arnier >= >=H
Fiama .i ,ills 3 3H
?ead N 'houlders @K @H
.ove @ @H
$linic All $lear @ @H
;thers K KH
Total 1AA 1AAB
F$%ure =.> Alternative brand
I!TER"RETTIO!. After analyzing the above figure and table it was found that if the
respondents had given a choice to switch the brand, ma!ority of them would have chosen
?ead N 'houlders, i.e. @KH of the respondents.
44
STTEME!T =.?Is there any improvement in the texture of your hair after using
'unsil) shampoos and conditioners<
Ta-le =.? Improvement
O*t$ons !o. o' res*on#ents "ercenta%e o'
res*on#ents
%ore smooth and strong @K @KH
'ame as before @@ @@H
%ore dull and rough K KH
Total 1AAB 1AAB
F$%ure =.? Improvement
I!TER"RETTIO!.After analysing the above chart and table, it was found that @KH of
the respondents believed that there is no improvement in their hair after using sunsil)
shampoos.
45
STTEME!T =.C,hich promotional techni-ue used by 'unsil) you li)ed the most<
Ta-le =.D +romotional techni-ues
O*t$on !o. o' res*on#ents "ercenta%e o' res*on#ents
Free 'amples 2L 2LH
$onditioner free with samples LK LKH
'maller trial pac)s K KH
Free hair chec)up K KH
Total 1AA 1AAB
46
F$%ure =.C +romotion "echni-ues
I!TER"RETTIO!.After analyzing the above statement, it was identified that LKH
respondents were satisfied with the $onditioner free with shampoo techni-ues.
STTEME!T =.D In which category you can put yourself into<
Ta-le no.=.D$ategory of customers
O*t$ons !o. o' res*on#ents "ercenta%e o' res*on#ents
?ard core loyal =K =KH
7rand switchers IL ILH
47
'hifting loyal 2L 2LH
Total 1AA 1AAB
F$%ure no. =.D $ategory of customers
I!TER"RETTIO!. After analyzing the above table and figure it was identified that
ILH of the respondents believes that they are brand switchers.
>.1CO!C5USIO!
48
"he present study comes to the floor with the revelations having exciting and full of
curiosity determinants in relation to the specified ob!ectives to understand and analyze
the @+ aspects of mar)eting for 'unsil). Further the study helped in identifying the
reasons which stops the customers to buy 'unsil) +roducts over other products and to
understand customer 7rand )nowledge with regard to 'unsi). As the study has been
conducted, in the context of Indian customers 5where interviewed customers are from
.elhi6, the investigation perspectives have been thrown, conditioning the specified
motives of Indian people, putting aside the motives outside India. "he research conducted
was also helpful in identifying the fre-uency of purchase and usage of the 'unsil)
products.
"he conclusions are as follows#
After analyzing, it was identified that ma!ority of the respondents i.e9 @3H
sometimes use 'unsil) products.
After analyzing, it was found that ma!ority of respondents i.e. @KH use 'unsil)
'hampoos.
After analyzing, it was identified that ma!ority of respondents i.e. M=H say that
the 'unsil) products are available at every store.
After analyzing, it was found that the L@H of the respondents believes that the
prices of the 'unsil) shampoos are perfect.
After analyzing, it was identified that ma!ority of the respondents i.e. J=H say
that they got to )now about 'unsil) products from "D.
After analyzing,it was found that if the respondents had given a choice to switch
the brand, ma!ority of them would have chosen ?ead N 'houlders, i.e. @KH of the
respondents.
After analysing, it was found that @KH of the respondents believed that there is no
improvement in their hair after using sunsil) shampoos.
49
After analyzing, it was identified that LKH respondents were satisfied with the
$onditioner free with shampoo techni-ues.
After analyzing, it was identified that ILH of the respondents believes that they
are brand switchers.
>.1 SU00ESTIO!S
It needs to improve the CEABI"8 of the product so as to earn a large customer
base because JLH of the respondents feel that -uality is the most important factor
while selecting cosmetic brand.
Almost IH people are happy with their current brand and do not want to switch to
'unsil) products thus it needs to ma)e the customers aware of the products.
'unsil) need to adopt different promotional mediums li)e internet, stores, product
binding schemes and even surrogative mar)eting.
Introducing a low price product line for the rural mar)et.
Introduce herbal product lines as the customer is getting more inclined towards
herbal products.
Improve upon online sales service in tier 2 and tier = cities ta)ing the time
constraint of the customers in the picture.
As boys are also becoming loo)s conscious so the male beauty segment can be
one area of focus.
50
2. http#&&en.wi)ipedia.org&wi)i&'unsil)
=. http#&&www.dove.us&
>. http#&&en.wi)ipedia.org&wi)i&+antene
@. http#&&en.wi)ipedia.org&wi)i&?eadYNY'houlders
I. http#&&en.wi)ipedia.org&wi)i&(arnier
51
SM"5E @UESTIO!!IRE
.ear :espondent,
"his is a survey regarding the product analysis of SU!SI57 s&am*oos, so )indly
furnish the correct information. "he information given will only be utilized for the
research purpose only and not any other purpose.
RES"O!DE!T "ROFI5E
rea o' Res$#ence. EEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEE
%e. EEEEE)rs.F Contact !o. EEEEEEEEEEEEEEE
0en#er. %ale Female
2. ?ow fre-uently you use 'unsil) products<
:egularly 'ometimes :arely 4ever
=. ?ow fre-uently you use 'unsil) shampoos<
.aily = times a wee) > times a wee)
>. "he variant of 'unsil) ?air care product that you use is available at#
Avery store 'elective stores 4ot available in your area
@. "he price you pay for the 'unsil) products is#
?ighly overpriced 'lightly overpriced +erfectly priced
Ender priced
I. ?ow did you get to )now about 'unsil) products<
"D 4ewspaper&%agazines ,ord of %outh Internet
Any ;ther
52
L. If given choice, which alternate brand will you prefer for hair care<
+antene (arnier Fiama .i ,ills ?ead N'houlders
.ove $linic All $lear ;thers 5+lease specify6 YYYYYYYYYY
J. Is there any improvement in the texture of your hair after using 'unsil) shampoos
and conditioners<
%ore strong and smooth 'ame as before %ore dull and rough
K. ,hich promotional techni-ue used by 'unsil) you li)ed the most<
Free samples $onditioner free with shampoo 'maller trial pac)s
Free hair chec) up
M. In which category you can put yourself into<
?ard core loyal 7rand switchers 'hifting loyal
23. 8ou li)e to recommend any feedbac) for the companys growth in future<
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