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Shampoos: High priority segment for FMCGs Market size: Rs 850 cr. (value) or 30,000 tn. (volume) Low penetration (Urban 36% ; Rural 12%)
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But off late, heavy advertising greater penetration Shampoos no longer seen as products for occasions
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Major Players
Dominated by handful Market leader: HLL (68% by value ; 65% by volume) Key Brands:
HLL Sunsilk, Clinic Plus, Clinic All Clear P&G Pantene, Head and Shoulders Cavin Kare Chik, Nyle
Marketers, however, feel price to be the key barrier Tried low SKU packs Result not much growth
Innovations in SKUs
CavinKares initiative:
Chik shampoo sachet for 50p Chik 50 ml bottle for Rs. 6
HLLs response:
Lux shampoo sachet for 50p
Clinic Plus 30 ml bubble pack for Rs 8 (provided re-usability option)
Innovations in Features
Marketers tried adding value making shampoo to give functional rather than a glamour touch Anti-dandruff shampoo the first attempt Variants for dry, oily and normal hair
Herbal Opportunity
Barrier to shampoo usage reluctance to apply chemicals on hair Rapidly growing herbal shampoos market Early entrants
Ayur (RDM Traders Pvt. Ltd.) Nyle (Cavin Kare Limited) claimed to use amla, nuts, shikhakai, neem, etc.
Nyle Herbal among top 5 brands in the country Even Sunsilk has come up with fruitamins Key barriers:
Price Require more concentration of herbal
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Factors
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Promotion
Television advertisement Sales promotion - free samples
Place
Intensive distribution strategy
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HLL
Product Product Variants Segment SKUs
Vibrant Burgundy Rich Dark Brown Radiant Light Brown Lively Golden Highlights Dazzling Shiny Black
Velvety Soft Thick and Strong Damage Repair Natural Straight Serum Deep Shine Serum Damage Repair Lotion Damage Repair Intensive Conditioner Fall Resist Intensive Conditioner Regular Ayurvedic
Cosmetic
Medical
Clinic
Medical
HLL: Strategies
Product
Variants are harmonized in terms of the product mix fragrance, colour and ingredients: Sunsilk Naturals Highest number of variants
Promotion
Innovative promotion channel: Sunsilk gang of girls Brand experience in form of therapy centres: Lever Ayush
Place
Intensive distribution network
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Pantene
Amino Pro-V Smooth and Silky Volume and Fullness Long Black Hair Fall Control Lively Clean Smooth and Silky Refreshing Menthol Clean and Balanced Silky Black Naturally Clean Nourishing Aloe Vera Rich Silky Clean Complete
Cosmetic
Medical
Rejoice
Herbal
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Promotion
The multiple brands with different positioning, both in premium and mass market segment
Place
Intensive distribution network
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CavinKare
Product Product variants Segment SKUs
Chik
Black Jasmine
Cosmetic
Nyle
Herbal
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CavinKare: Strategies
Product
Products aimed for mass markets in both cosmetic and herbal category Chik: second largest selling shampoo in India in this category
Promotion
Innovative marketing strategy: Introduced 50p trial sachet
Place
Initially targeted local South Indian market: Now Pan Indian Focus on marketing and distribution
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Dabur
Product Vatika Anti Dandruff Shampoo Vatika Heena Cream Conditioning Shampoo Anmol sarso Amla Anmol Silky Black Anmol Natural Shampoo Segment Medical Cosmetic Herbal Cosmetic Herbal SKUs 8 ml, 50 ml, 100 ml, 200 ml, 500 ml 8 ml, 50 ml, 100 ml, 200 ml, 500 ml 50 ml, 100 ml, 200 ml Rs 0.50 and Rs 1 sachet and 25 ml and 100 ml bottles Rs 0.50 and Rs 1 sachet and 200 ml and 500 ml bottles
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Dabur: Strategies
Product
Multiple products with the same set of positioning Region specific variants for Vatika shampoo (for South India)
Promotion
Local touch to appeal masses
- Branding (Anmol) - Promotion (website in Hindi)
Market Expansion
Vision 2010 domestic and international expansion plan
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Future Trends
Renewed emphasis on product development and the increasing sophistication of marketing and merchandizing strategies Continued customization of childrens hair products Increased focus on products with natural ingredients
Future Trends
Growing focus on the Masstige" positioning Kiranas will remain the central point Department stores, in-shop counters and specialist stores to cater to the elite Indians will continue to be highly price sensitive With still low per capita consumption, India will still offer huge potential Marketing will continue to play a key role in attracting new consumers Battling the unorganized channel through packaging innovation and also legislation
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Thank You
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