Super Shampoo Products And The Indian Mass Market

Group 3 Case Analysis Presentation @ MDI, Gurgaon 2nd Feb2013

The Team
Gaurav Mathur (25NMP16) Manoj Gupta (25NMP27) Ajay Singh (25NMP48) KK Tiwari (25NMP50)

Context
Suresh Venkatraman had always been fascinated with single use packaging, he was surprised, how shampoo as a category was transformed from an unaffordable product to an affordable products He had a firm belief that lower economic strata of consumers, specially in Rural

market offered a huge potential for consumer products, [Bottom of Pyramid, BoP]
Global Indian

1 > INR 10.0 Lacs

2
INR 5.0 10.0 Lacs

1.2 Mn. 2.4 Mn. 10.8 Mn. 91.3 Mn. 101.1 Mn.

Strivers
Seekers Aspirers

3 INR 2.0 5.0 Lacs 4 INR 0.9 2.0 Lacs 5 < INR .9 Lacs
Annual Household Income

Deprived Life Style

No. of Households

Market Analysis The Rural Market

Rural India

Urban India

Rural Market
720 ~ 790 million consumers with around 160 million households

Population Projection

Comprised 12.2 % of world population

Market Analysis The FMCG Market

FMCG market in India was estimated at US$15 billion to $18 billion and likely to grow to US $ 33 billion by 2015

The growth of rural market in the contribution to FMCG is

evident from fact that urban markets were once FMCG and had

50%

of total

reduced to 29%

as of 2010.

Market Analysis The Shampoo Market

Total Hair market in India [2010] Market Size ~ Rs 70 Billion ~ Rs 30 Billion

Accounted by Shampoo

[43%]

Growth Rate Shampoo market: 14%

Dabur 7% Cavin Care 18%

Others 5%
Penetration level

Urban

Rural

HUL 46%

[90%]
(60%)

[80%] (10%)

Bottle
P&G 24% Sachet

(40%)

(90%)

Problem

New Product Super to be launched against branded products

How to change perception of nonusers in rural market to convert into shampoo buying behavior?

Market Survey-Targeted Group

Target Population:
For the purpose of sampling ,the target population was defined in terms of elements, sampling units ,extent and time. Female aged 18 to 50 ,belonging to rural or semi urban households basis

income classification (Annual household income of less than Rs 75000 or

between 75000 and 150000) Category (shampoo) non users or low frequency users yet aware of the top three shampoo brands in the market Significant television media consumption and enjoys watching

advertisements.

Tricomponent Attitudinal model

Conation Expression to Buy

Affect Emotion

Cognition Knowledge & Perception

Cognitive Belief & Affective Aspects in Advertisement

Clinic Plus Cognitive Belief

Exposure to dirt and grime that impacts hair from being clean, healthy and strong Solution - clinic plus contains and makes hair healthy

Head & Shoulder

Scientific Explanation and product component information Cause and effect using graphics and scientific explanation of product component e.g. Vita zinc. , claim of 95% hair fall reduction Emotional factor Angle of attractiveness to opposite sex Courage to get closer without worrying about dandruff Use of celebrity faces Kareena Kapoor and Saif

Chik
Double conditioners in chik shampoo which smoothens the hair under extreme conditions, perfectly detangled hair [Offering different variants as per different traditional requirements] Chick keeps your hair soft, nourished and beautiful Eliminates distress because of tangled hair

Affective Aspects

Mother Influencer Emotional expression between mother & daughter [mother acts as a protector and advisor of daughter], Emotional Charge state - Negative to positive [Sadness or shame to happiness]

Cognitive Belief & Affective Aspects reflected by the respondents

Clinic Plus Objective

Problem Solving approach Affected componentEmotional charge state (Sadness/Shame to happiness)

Head & Shoulder

Testimony by experts [Dermatologist] ,Cognitive approach

Chik
Generates perception of Smooth hair under extreme conditions, Combination of Cognitive and Affective approach It makes my hair smell fresh, It keeps my hair healthy and strong, great fragrance, It keeps hair untangled & smooth,

Respondent

It makes me look beautiful It keeps my hair healthy and strong, It makes my hair smell fresh, great fragrance

It prevents my hair from getting dandruff, It makes my hair smell fresh, great fragrance, recommended by hair experts,

Difference

Consumer attitude developed is cognitive component than affective opposite to communicated

Consumer attitude is developed is towards cognitive component same as communicated

Consumer attitude is developed cognitive component and affective component as communicated

Conative Beliefs How Strong

I will search for this brand when I go shopping next time I will buy shampoo only I find this brand, else I will not buy
I will compare prices of different brands before I buy I will buy the brand because I like its advertisement I will buy the brand because I like its packaging I will buy the shampoo in sachet only I will ask the retailer about it before buying I will tell my friends and neighbors about my experience with the brand

3 Clinic Plus

3.5

4 Chik

4.5

Head & Shoulder

Buy Next Time

3.9

2.7

3.0

Consumer Attitude towards 3 brands

It has lot of chemical in it It prevents my hair from getting dandruff It makes my hair smell fresh It keeps my hair healthy and strong It has a great fragrence It is not different from any other shampoo it is an expensive shampoo It is recommended by hair experts It is for people with long hair It keep hair untangled and smooth it is used by celebrity It is a brand of my family It is shampoo I can trust for my hair It makes me look beatuiful it makes me feel confident It is brand for those who are in outdoors It allows me to feel free and unworried it is a brand of youngester It is a shampoo for special occasion It reminds me of my childhood It makes me feel in control The person in this advertisement reminds me of myself It will make me refreshed and revived It will make me feel like everyone eys are on me It makes me feel taken care of by an expert I will ask my friends and neighbour about this brand

1.5

2.5

3.5

4.5

Clinic Plus

H&S

Chik

Theory of Reason Action Model

Beliefs that the behavior leads to certain outcome Attitude toward the behavior Evaluation of the outcomes

Clinic Plus

Head & Shoulder

Chik

Looks beautiful, healthy and strong hair smell fresh, great fragrance Prevents dandruff, smell fresh, Great fragrance, recommended by experts

Hair smell fresh, healthy & strong, Untangled and smooth hair
Intention Behavior

3.9

Beliefs that specific referents think I should or should not perform the behavior
Subjective norm Motivation to comply with the specific referents

2.7 3.0

Hair looks beautiful ,

Used to wash oil from hair,

Buy in sachets only,

Makes hair strong and healthy,

Feel more confident,

Cleans hair better than soap

Thank you