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High awareness and market penetration of shampoo category

High shampoo market growth rate
The name SUPER can connect with the rural consumers aspirations


Difficulty for developing brand awareness in rural markets

Lower advertising budget as compared to competitors


High penetration yet low per capita consumption of shampoos

Large segments of low frequency and non users for the category.
Decreased product costs through economies of scale.


A highly heterogeneous rural consumer market.

Availability of homemade herbal substitutes
Low per capita income levels of rural people
Lack of advertising media in the rural market