Chik ShampooThe Success Story

Submitted by:Ankur Gautam (35160)

Bharat Basavaraj (35165)Shreyansh Chauhan (35146)

Shumpy Saini (35190)Vikas Mulchandani (35201)

Marketing A

Jan'07 Jan'08 Jan'09 Jan'10 Jan'11 Jan'120

500

1000

1500

2000

2500

3000

3500

4000

4500

19872286

2629

3024

3487

4000

Shampoo Market Size (in Rs Cr)

Market Size (in Rs Cr)

43%

29%

9%

7%4%

1%

Market Share

HUL P&G CavinKareDabur L`Oreal ITC

Value Volume0%

20%

40%

60%

80%

100%

120%

Bottles; 54%

Bottles; 26%

Sachets; 46%

Sachets; 74%

Sales Value VS Volume

Bottles Sachets

INDUSTRY ANALYSIS

• Geographic – Rural and Semi urban• Demographic : SEC, Income and Gender

• Target : All the people who were using soap to clean their hair

• Positioning : A low cost value for money shampoo

Segmentation Targeting Positioning

4 Ps of Chik Shampoo

• Acceptability • Product value and variants• Packaging and Design• Sizes

Product

• Affordability• Value for money• Price lower than competitor• Sachet – 50 paisa

Price

• Demonstration• Exchange empty sachet• Buy 5 get 1 free• Free sachet distribution during Rajnikhant’s

movie show

Promotion

• Understanding where rural consumer buys• “Sachet” sales force targeted small kirana

stores, paan shops.• Also placed shampoo sachet in post offices

Promotion

Product Life Cycle

REASONS FOR SUCCESS

CHIK SHAMPoo

Communicating the Need of the product

Points of Differentiation: Quality (Fragrance), Demonstration, Sachet

Penetration Pricing

Trade Promotion

Strategic Transition from Regional to National

Strong innovative decentralized distribution network

Thank You!!