Market share and Market penetration of Anti-dandruff Shampoo: A Case Study Of

Presented by:Rituparna Chakrabarty (11DM009) Rajani Kanta Mishra (11DM019) Saurav Shekher (11DM029) Sudeshna Sahu (11DM039) Bighnesh Mahapatra (11DM049) Arunav Nayak (11DM059)

 The market size--- Rs. 2,500 Rs. 3,000 crore Sachet makes upto a 40% of total shampoo sales Anti-dandruff consists arround 14% of the total shampoo market Major players: Sunsilk , Clinic Plus, Clinic All Clear, Dove, Head & Shoulders, Garnier, Himalaya, Pantene.

What is Positioning??
Positioning is owning a piece of consumers mind

Positioning is not what you do to a product Its what you do to the mind of the prospect You position the product as well as the brand in the prospects mind

Examples
Colgate is Protection

Lux
Axe Gillette

is
is is

Glamour
Sexual Attraction Quality

Why Positioning??
Opportunity to influence Based on your competitors info To increase the sales volume Gives your messages some context so they can be better heard and accepted Long term success of a product To increase the brand image

How Positioning??
Defining the market Identifying the attributes

Collecting information
Determine each product's share of mind

 Determine each product's current location in the

product space
Determine the target market's preferred combination

of attributes
Examine the fit between:

The position of your product

The position of the ideal vector

Markets covered!!
Lweis Road Saheed Nagar Ashok Nagar Bapujee Nagar Unit-1

What we did and how we did!!

Which is the most selling anti-dandruff shampoo in your store?? What is the margin per unit of it?? What quantity unit is sold maximum?? How many units are sold each month?? How much units do you ask the distributor each month??

Saheed Nagar

Lewis Road

Sl. No.

Shampoo

Quantity

Margin of 1st

Sl. No.

Shampoo

Quantity

Margin of 1st

1st

2nd

3rd

1st

2nd

3rd

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

Panteen All Clear

7.5ml & 100ml

7%-8%

HnS

Panteen

All Clear

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

Panteen

All Clear

7.5ml & 100ml

7%-8%

HnS

Panteen All Clear

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

Panteen

All Clear

7.5ml & 100ml

7%-8%

All Clear

HnS

Panteen

7.5ml & 100ml

6%-7%

10

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

10

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

Unit-1

BapujeeNagar

Sl. No.

Shampoo

Quantity

Margin of 1st

Sl. No.

Shampoo

Quantity

Margin of 1st

1st

2nd

3rd

1st

2nd

3rd

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

Panteen

All Clear

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

Panteen

All Clear

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

10

HnS

All Clear

Panteen

7.5ml & 100ml

7%-8%

10

HnS

All Clear Panteen

7.5ml & 100ml

7%-8%

Ashok Nagar

Sl. No.

Shampoo

Quantity

Margin of 1st

1st

2nd

3rd

HnS

All Clear

Panteen

7.5ml & 100ml

8%-9%

HnS

All Clear

Panteen

7.5ml & 100ml

8%-9%

HnS

Panteen

All Clear

7.5ml & 100ml

8%-9%

HnS

All Clear

Panteen

7.5ml & 100ml

8%-9%

HnS

All Clear

Panteen

7.5ml & 100ml

8%-9%

HnS

All Clear

Panteen

7.5ml & 100ml

8%-9%

Sales H n S Sales All Clear Sales Panteen

Saheed Nagar

Lewis Road

Unit 1

Bapujee Nagar

Ashok Nagar

Facts and Findings

Head and Shoulders is found to be the most sold anti-dandruff shampoo Next two leading brands are All Clear and Pantene Margin percentage is approximately 7% - 8% per unit Average sales of 100ml 12 units per month Average sales of 7.5 ml 90 units per momnth

SWOT for
Strenghts:
International Company P & G support Product quality Brand name Variation in units size

Weekness:
Competetion with All Clear Less creative campaign Popularity in rural areas

SWOT for
Oppertunities:
In new developing areas of India Brand loyality Increase in consumption due to awareness. Investment on research of shampoo

Threat:
High Competetion Uncertain economic condition New entrants Other options available

SWOT for others

Strenghts:
Parent company support Product quality Variation in units size Creative campaign

Weekness:
Competetion with H n S an P & G product Brand name Popularity in urban areas Customer loyalty

SWOT for others

Oppertunities:
In new developing areas of India Brand loyality Increase in consumption due to awareness.

Threat:
High Competetion Uncertain economic condition New entrants Other options available

 http://www.equitymaster.com/research-it/sectorinfo/consprds/consprds-products.html http://www.ghallabhansali.com/admin/file/FMCG.pdf Power point presentation on brand positioning from slideshare.com Article Source: http://EzineArticles.com/293970 Wikipedia Retail shops in 5 areas of Bhubaneswar.