Beruflich Dokumente
Kultur Dokumente
ASAD AMIN
ID #11108124
SUPER SHAMPOO PRODUCTS AND THE INDIAN MASS MARKET
Issues
Several issues were identified regarding launch of a new shampoo in the market because of
diversity in cultures, consumer psyche and strong competitors existence. Some of them are
discussed below.
Understanding the diversity of cultures and the consumer psyche
How do the non-users perceive the category of shampoos
Strong rivalry exists in the market that already holds the huge market size.
Analysis
India contained a diverse array of lifestyles and cultures, while marketers were upbeat about the
consumption of categories and there were unique challenges to marketers. These unique
challenges included the management of marketing mix elements, understanding the diversity of
cultures, development of appropriate products and more specifically understanding the consumer
psyche in a changing environment.
In the Indian rural market, it was found that most people do not engage in washing their hair with
any shampoo See (Exhibit 1) shown that only 24% of respondents wash their hairs with
shampoos. In the rural areas of India most of people used to wash their hairs with soap or
Shikakai. Shikakai is a traditional Indian hair care product popular as a natural alternative to
other detergents and shampoos. It is considered by some a better approach to hair care than the
chemicals in many shampoos for both environmental and personal health reasons. There is
sufficient evidence to conclude that non-users of shampoo believe that the chemicals in shampoo
are not good for the hair and will damage it.
The cognitive and affective beliefs of three brands of shampoos based on their advertisements
are listed as follows.
Exhibit 1
Respondents that used Shampoo and Shikakai were 24% and 67% respectively
How often do respondents wash their hairs
Once in 2 Weeks
7%
Once a week
48%
Twice a week
43%
Thrice a week
3%
Daily
0%
Exhibit 2
Perceptual Map
Herbal
Super Shampoo
Opportunity
CHIK
Dandruff
Dandruff
Clinic Plus
Anti-