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Our
Protagonist
Story of a marketer Suresh Venkataraman

Industri
Consum
al
er
HugeProduct
Potential for Consumer Products in Rural
Goods
Market
s

WHY CONSUMER GOODS AND WHATS SO

SPECIAL ABOUT THE WORD SUPER?

Wanted
a brand
name to
be very
simple
Launching
the brand
Super
Shampoo
Used Super as it is easy to pronounce
The word Super is also amplified by the media
to celebrate filmstars by projecting them as
superstars

FMCG Market
in Rural India
Total FMCG market was estimated between US $15 billion to $18 billion

57% was contributed by the rural India

Large Number of Brands expanding to rural base eg. Coca Cola, HUL

Three Major Players in the Shampoo Market HUL, P&G and Cavin Kare

Primary SKUs are sachets - 90% sales in sachets

 AntiDandruff
Shampoo
Brand of
P&G
Young male
or female
(18-25 yrs)
Expert or
Celebrity
Premium

Chik

Cosmetic
Shampoo
Brand of
HUL
Young
School
Going Girls
Mother
Low Income
Consumer

Head & Shoulders

Clinic Plus

Main
Competitors
Cosmetic
Shampoo
Brand of
Cavin Kare
Young
woman b/w
18-25 yrs old
Mother
Low Income

Sampling
Plan
Targeted the Bottom of the Pyramid Population
The BoP comprises people who earn less than
Rs 75000 and between Rs 75000 and Rs 150000
Two towns (Bidadi and Hoskote) and a cluster of
adjoining villages (Jigani) in rural Karnataka
were selected for the study
Probability sampling was the chosen technique
Done in September 2010

Responden
t Profile

Respondent was usually the wife, in the age group of 25-40

Typically from families of four to five members

Monthly Food and Beverage expenditure was around Rs.2000 and

Rs.2500, whereas on cosmetics it was upto Rs. 500. Purchase
frequency was usually weekly
Media Habits

TV Viewing: Regular TV viewers. TV Viewing occurred in the midmorning and in the night

Advertising Influence: Ads were watched and enjoyed with high

levels of attention

Celebrity Influence: Celebrities endorsements has a great influence

on their buying behavior

Respondent
Profile Cont..
Word of Mouth- Most important factor to improve sampling decision

Shown in consumer preferences as well- Average Score of 4 across

different shampoos for seeking opinion of friends and family before
buying something new

Seek to share experiences with a brand- Average score of 4.1 in this

category

In-Store promotions

Data
Analysis
How often do you wash your hair?

Where Do You Learn About Shampoos?

120.00%

60.00%

100.00%
50.00%

80.00%

48.00%

40.00%

43.00%

60.00%

30.00%

40.00%

20.00%

20.00%

10.00%

0.00%

0.00%

7.00%

96.00%

3.00%

0.00%

32.00%
4.00%

4.00%

31.00%

Data
Analysis
How Did You Choose The Brand Of Shampoo Have you seen advertisements of any of the below brands?
51.00%

80.00%

37.00%

70.00%
4.00%

8.00%

60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

Data
Analysis
What do you use to wash your hair? What shampoo pack type have you used?
80.00%

120.00%

70.00%

100.00%

60.00%

80.00%

50.00%
40.00%

60.00%

30.00%
20.00%

40.00%

10.00%

20.00%

0.00%
Soap

Shampoo

Shikakai

0.00%
Bottle

Sachet

Data
Analysis

What brand of shampoo have you used?

70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

Unaided Awareness Recall

100.00%
90.00%
80.00%
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%

Competitor
Analysis
Clinic Plus

Head & Shoulders

Better Able to
target family
Able to create
trust w.r.t. hair
care
Consumers feel
that it gives a
better look
Freedom to be
outdoors
perceived by
consumers
Brand has
young Appeal
Highest

Consumer
Perception of
expert care
Consumers
consider it to
contain high
quantity of
chemicals
Considered
most expensive
among all
three
competitors

Chik
Considered a
shampoo for
special
occasion
No major
differentiating
factor when it
comes to
consumer
perception
Unable to
target the
major decision
analysis

Advertisement
Clinic Plus

Advertisement Head
& Shoulders

Advertisement
Chik

Consumer
Behavior
Consumers use television and friends and
neighbors as sources of communication
Prefer to try new products in small quantities
before purchasing
Do not actively
cosmetics

look

for

information

on

Primary decision makers in the family

Believe important to be well groomed
Celebrities endorsement is considered positive

Recommen
dations
Use promotions during Melas and other common places
during product launch
Promote for once-to twice usage per week
Natural aspect of the shampoo can be used, as a trust
factor for consumers.
Shikakai flavor which does not damage like soap
Promote TV serials such as Big Boss Kannada etc.
Promotions can include aspect on Childhood promotions
Packaging- Sachet, Pricing can be in the range of Rs. 12.5( Bundle Offer Price of Rs. 2 for purchase of 2 packs)
Position in the anti-dandruff shampoo segment as it is fastest

Questi
ons?