Indian Shampoo Industry

Presented By:

Sachin Rathi (2010111)

NIILM-CMS( G.Noida)

IAE – POITIERS(France)

Evolution Of Shampoo in India• HLL undisputed leader from the early 90’s• 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

Market share in Indian shampoo industry

HUL, 46%

P&G; 24%

Cavin Kare, 18%

Dabur; 7%Others; 5%

Top three Brands• Clinic Plus• Head & Shoulders• Chik

Various shampoo products

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 soap to wash hair.

• Perception of chemical contents in shampoo.

Shampoo market is segmented on benefit platforms

• Cosmetic(shine,health,strength,long hair)

• Anti-Dandruff

• Herbal

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.

Clinic plus

• Target customer- Young girls typically between 8-14.

• Influencer- Mother.

• Benefits – Strong and long hair.

Ads of clinic plus

Chulbuli – A animated series on internet.

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.

• Benefits – Dandruff free healthy hair.

Chik Shampoo

• Target segment – Semi-urban , rural women age between 18-44.

• Influencer – Mother, friends.

• Benefits – Soft and beautiful hair for long time.

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 top new brand of 'shampoos/conditioners' category that advertised the most on TV during 2008.

• 'Sushmita Sen' leads in celebrity endorsement of 'shampoos/conditioners' brands on TV during 2008.

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.

• Clinic All Clear Tech Soft and Clinic Plus Strong & Long shampoo brands of HUL occupied the top two positions among the new Shampoo/Conditioner brands advertised on TV during 2009.

• Katrina Kaif was the top celebrity in endorsing Shampoo/Conditioner brands on TV during 2009.

'Shampoos/Conditioners' category advertising on TV during 2010

• TV advertising of 'Shampoos/Conditioners' category has seen rise of 49 per cent during Jan-Oct '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 the top 2 positions among the new 'Shampoo/Conditioner' brands advertised on TV during Jan-Oct '10.

• 'Katrina Kaif' was the top celebrity in endorsing 'Shampoo/Conditioner' brands on TV during Jan-Oct '10.

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

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

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

• Sachet sale became 40 % of all shampoo consumption in the country

• Expected Average growth over the next few yrs - 25 %• AD segment is the fastest growing segment, growing at 10 - 12

% every year.• H & S growing at 15 - 20 % every year.

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