Professional Documents
Culture Documents
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
1.2 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
No. of Households
Urban India
Rural Market
720 ~ 790 million consumers with around 160 million households
Population Projection
50%
of total
reduced to 29%
as of 2010.
Accounted by Shampoo
[43%]
Others 5%
Penetration level
Urban
Rural
HUL 46%
[90%]
(60%)
[80%] (10%)
Bottle
P&G 24% Sachet
(40%)
(90%)
Problem
advertisements.
Affect Emotion
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]
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
3 Clinic Plus
3.5
4 Chik
4.5
3.9
2.7
3.0
1.5
2.5
3.5
4.5
Clinic Plus
H&S
Chik
Clinic Plus
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
Thank you