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him is in the Shampoo industries, especially for the single use packing (sachet shampoo)
How the invention of sachets shampoo, transformed from an unaffordable product to an affordable one The lower economic strata of consumers, especially in the rural markets, offered a huge potential for customers products
to understand Easy to pronounce and considered a part of the aspiration of rural customers. Amplified by the media to celebrate film star by projecting them as superstar Super triggered a superior image amongst whatever it was competing against in specific context
Market Analysis
Market Analysis
Market Analysis
Market Analysis
7% 18% 24%
Hindustan Unilever Ltd Cavin Kare Protecter & Gambler Dabur
44%
Clinic Plus
Unilever
Bottles 25ml to 300ml Sachets of 7.5ml (Rs 2) Value packs or multi sachets Bottles 100ml to 400ml Sachets of 7.5ml (Rs 3) Value packs or multi sachets
Bottles 100ml to 400ml Sachets of 7.5ml (50p to Rs 1)
The brands place in the company shampoo portfolio seemed to be a Family Value and Health Foundation brand Lead anti-dandruff shampoo
The brand that promised soft, nourished, beautiful hair for confident Indian woman.
Threat: Less affordability of low income strata customers. Advertising blitzkrieg of megabrands. Lack of advertising media in the rural market.
SW T O
Opportunity: Significant growth in rural market. Huge untapped rural market. 75 % of the BoP (Bottom of the Pyramid) consumers
The Challenges
Competing with current key players.
basis income classification (annual household income of less than Rs75,000 or between Rs75,000 and Rs150,000) Category (shampoo) non-users or low frequency users, yet aware of the top three shampoo brands in the market. Significant television media consumption and enjoys watching advertisement
Recommendation
Promotion
- Outdoor media, folk media and fairs - Communication strategy word of mouth - On wheel promotion and trial free sample
Place
- Targeting customers through the melas,haats or mandis - Taking product physical to consumers - Educating in school
Price
- R1 for sachet packaging - Earning through small distributor - Low margin high volume
4P
Product
- for daily user than occasional users - Sachet packing - Hair fall and anti dandruff