SUPER SHAMPOO

PRODUCTS AND THE

INDIAN MASS MARKET

What are the category beliefs among the non-users of
shampoo?

Characteristics of Target Population used for survey by Venkatraman:
Females aged 18 to 50, belonging to rural or semi-urban household
Basis: income classification (annual household income of less than Rs 75,000 and Rs 150,000)- Around 101.1
million Deprived + 91.3 million Aspirers
Category 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


Who are non-users of Shampoo?
In the Indian mass market, it was found that among non-users of shampoo, most do not engage in washing their
hair very often, with the majority of respondents washing their hair only once (48%) or twice (43%) per week
In those instances, most persons indicated that they didnt use Shampoo to wash their hair, but rather alternative
products such as Shikakai or soap; only 24% of the respondents used shampoo
Category beliefs of non users of Shampoo based on the survey

Agree
There is sufficient evidence to conclude that non-users of shampoo believe that using shampoo
will make their hair healthy and strong
It is also believed that shampoo should only be used on occasion to wash oil from the hair as it
cleans the hair better than soap
Appearance is also a key factor for the Indian consumer as it is believed that there is a boost in
confidence whenever the hair has been washed with shampoo as opposed to using any of the
alternative products
Despite these beliefs, the Indian mass-market displays a general unwillingness to purchase
large amounts of this product at any one time and have only purchased shampoo sachets

Disagree
The purchase patterns are not directly related to the somewhat adverse socio-economic
conditions of the Indian mass-market, as the price for shampoo does not influence its purchase
or frequency of use
It is not believed that shampoo is expensive nor that shampoo is a luxury item, only to be used
on special occasions

Neither Agree nor disagree:
chemicals in shampoo are not good for the hair and will damage it
Shampoo can be used for the occasional wash but not for the daily wash
Try shampoo based on the recommendation of a friend of family member
Statements Mean
Value
1. Washing with shampoo makes hair look beautiful 4.1
2. Always buy shampoo in Sachet 4.1
3. Use shampoo only when need to wash oil from hairs 4.0
4. Shampoo makes hair strong and healthy 4.0
5.Shampoo cleans hairs better than soap 3.9
6. Feels confident when use shampoo 3.9
7. Shampoo is very expensive 2.5
8. Shampoo is a luxury that is used on special
occasions
2.6
Strongly agree-5, Agree-4, Neither Agree nor Disagree-3, Disagree-2
Strongly Disagree-1



What are the cognitive beliefs on the three brands of
shampoos? (What are those advertising elements that match
with the cognitive beliefs?)
CLINIC PLUS
A cosmetic brand targeted to low income users thus ideal for the consumers in rural India who were predominantly of the lesser
income levels
Positioned as a "Family Value and Health Foundation" which helps to solve the largest hair problem in India i.e. hair fall while
providing lustre, shine and strength

Advertising elements that match with the cognitive beliefs :
It prevents from dirt and split ends
Prevents hair fall

Reasons for a score of 3.9 on question about probability of next time purchase:
The Clinic Plus advertisements have an aspirational appeal particularly to Indians in the rural areas who strive to achieve their social
needs of self-actualization, achievement and affiliation
It shows the mother as the chief decision maker when purchasing for the family; other women can relate to this as most rural Indian
women would be in similar positions based on the culture and societal norms
Focus on Familys haircare rather than showcasing individual haircare benifits


Head & Shoulders

Head & Shoulders is an anti-dandruff brand of shampoo approved by dermatologists and endorsed by celebrities
The brand is a part of the fastest growing segment (anti-dandruff) of the market and is priced in the premium tier

Advertising elements that match with the cognitive beliefs:
The corresponding advertisements provide assurance through science; uses high percentage to support the claim of
reduced hair fall and believability due to 9/10 dermatologists recommending the brand
Value for money : The claim of one versus three washes which appeals to the conservative and cautious nature of Indian
rural consumers and helps to reduce dissonance related to purchasing this premium product
The product includes intensive Solutions, such as VitaZinc designed to treat itching, flaking, dryness, irritation and redness,
it also helps protect hair from falling out

Reasons for a low score of 2.7 on question about probability of next time purchase:
Do not motivate rural Indians to purchase because of following reasons:
the price of the brand
Difficulty in rationalizing the purchase because the product they have been using for years (Shikakai) provides the same benefit
Besides solving their dandruff problem and being more appealing to the opposite sex, the ads do not pull on any of the aspiration
based appeals which are extremely important especially in the rural Indian culture
Chik Shampoo
Chik is a cosmetic shampoo, which is the second most recognizable and used brand of shampoo which is priced
and targeted to semi-urban and rural consumers
It is in the popular/economy tier
Chik promises the confident Indian woman soft, nourished beautiful hair

Advertising elements that match with the cognitive beliefs:
Chik keeps hair soft, nourished and beautiful all the time
Do not have to worry about tangling of hair

Reasons for a neutral score of 3 on question about probability of next time purchase:
Fail to tap into the core beliefs of the decision maker i.e. strong family bonds, earning societal respect, need for
affiliation, goal achievement through hard work
The ad is weak, does not have a strong aspiration base, and failed to address the key problem of hair fall
The risk averse nature of rural Indians who may not see the need for simply looking beautiful as enough
motivation to purchase



What are the affective aspects reflected by advertisements of the three
brands of shampoos? (What are those advertising elements that match
with the affective aspects?)
Affective Aspects
Clinic Plus
The influencer is the mother; mothers are nurturing and provide what is best for their children; therefore they would
select the best shampoo for nurturing their childrens hair as well. Clinic Plus promises to help them to do that
It instils confidence in the mothers who may give themselves credit for giving their daughters the freedom to experiment
with her hair, without having to worry about their daughters hair fall

Head and Shoulders
The endorsements may lead consumers to externalize the benefits experienced from using H&S through sharing
experiences with friends giving all the distinctive praises to the shampoo
The H&S influencers such as Kareena Kapoor and Saif Ali Khan makes consumer believe that after using the shampoo they
would look like them (stylish and centre of attraction)

Chik
Chik has used beautiful young urban women who are independent and ready to conquer the world. This depicts the minds
of the modern Indian women and that is how the target market can relate with it
Chic leads consumers to discover a new and beautiful side to themselves and along with it, the confirmation that no goal is
too far or unachievable

Are there differences between the cognitive and affective beliefs
reflected by the respondents based on their exposure to the ads of the
three brands? Why are these differences being observed ?


There is a difference between the cognitive and affective beliefs

Following are the reasons for these differences:

In cognitive customers have different perception based
on the recognition from the advertisement. It might be
negative or positive
In affective using celebrity for trust or story plot in the
ad the brands tries to attract the customer to have
positive affective belief
How strong are the conative beliefs of respondents after they are
motivated by the cognitive and affective aspects of the three brands?


Conative belief : the likelihood or tendency that an individual will undertake a specific action or behave in a particular way
with regard to the attitude object

The conative belief among the customer after they are motivated by the cognitive and affective aspect of the three brands
are as follows:
strong for Clinic plus(3.9)
moderate for Chick (3)
weak for head and shoulders(2.7) after they are motivated by the cognitive and affective aspect of the three brands.
What is the implication of some brands being rated high on conative
aspects after consumers are convinced about the respective cognitive
and affective aspects of the brand(s)?

Implications
Conative it the last stage in all three aspect where the action takes place

So being rated high on conative aspect will increase the purchase intention

Expensive product will decrease the purchase intention as given in the case

The perception that the shampoo contains harmful chemicals will also result in low purchase intention

How does each brand score on the cognitive, affective
and conative aspects ?


BRAND COGNITIVE AFFECTIVE CONATIVE
Clinic plus
LOW (2.8) MEDIUM (3.52) HIGH (3.9)
Head & Shoulders MEDIUM (2.97) MEDIUM (3.30) LOW (2.7)
Chic
MEDIUM (2.95) MEDIUM (3.3) MEDIUM (3)

How does each brand score on attitude towards the brand?

According to the tri component model of attitude consists of three major components:
Cognitive component
Affective component
Conative component

BRAND ATTITUDE SCORE
CLINIC PLUS 3.42
HEAD & SHOULDERS 2.99
CHIC 3.06

Based on the analysis and the application of concepts, how can a new
brand be launched?

POSITIONING THE BRAND
Super Shampoo to be positioned as an all-round Herbal problem solver at best
price .This offering would be a combination of everyday Shikakai along with
Anti-dandruff qualities which Shikakai was said to be missing versus a shampoo
at lower price than other branded shampoos.

CREATING AWARENESS
The consumers should be made aware of the benefits of using shampoo as
compared to shikakai and soaps.
They should also be made aware about the harmful effects soaps can have on hair
which can lead to higher hair fall.
4 Ps of Marketing
PRODUCT
The shampoo should have anti-dandruff
properties
The product should have shikakai as a
component.
The shampoo should be available in sachets
of two sizes-small and medium size.
The shampoo should generate visibly larger
foam.

PRICE
The price should be lower than the sachets
of branded shampoos to appeal to every
consumer .
There should be bundle pricing where
buying multiple sachets provide you with a
discount on the purchase.
PLACE
It should be available at every retailer
located in the village.
Shops located on the main road and not
exactly within the village
Semi urban market close to the villages


PROMOTION
Heavy TV advertising in regional language
with high emphasis on the word SUPER.
Local Celebrities should be used in the
advertisement
Free sachets should be provided at village
melas and fairs through stalls.
Some entertainment program could be
arranged at the house of the village
influencers like sarpanch