--- Anti Dandruff Shampoo

Market Assessment
size
• Total Shampoo market – Rs. 3600 crore
(Business Standard)
• Anti-dandruff segment is 22 % = 792
crores
• Head and Shoulders = 58% = 460
• Clear = 35% = 277
HnS
Clear

Others
 Market Assessment
Growth
• Overall, the shampoo market is growing at
14% a year. (TOI)
• Anti dandruff shampoo is one of the
fastest growing category of PCP with
annualise growth of 16%. (ITC Press
Report Jan 1 2009. )

16% 14%
 Market Assessment
Trends
• Analysts say that cheaper variants of rival companies and a stronger marketing push might have led to the biggie
losing market share.

• Any large company will face this issue. National positioning has its limitations in a large country such as India.
Regional players have been chipping at shares of the larger players. Players like CavinKare in shampoos are
giving the national players a run for their money through localization of their communication and intense regional
promotions," says Anand Ramanathan of KPMG.

• The shampoo market is driven mainly by rupee one small packs, with over 90% of the rural market dominated by
sachets. In cities, sachets account for about 40% of total sales. Small packs have helped in increasing
penetration in rural areas where pricing plays a major role. CavinKare is more of a regional player, and is active in
the south, while Dabur leverages Vatika on the 'natural' plank.

• Our market share is growing on better marketing push, launch of new variants and the growing shift in consumer
preference towards natural products and benefits of natural hair care products vis-a-vis chemical-based ones. Our
Vatika shampoos are positioned in the mass prestige-end of the market; they are not cheap and are at par with
the likes of other premium players," says Dabur India chief operating officer VS Sitaram.

• Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes. In Contrast,
shampoo bottles are more popular in the Northern markets. About 50 % of the shampoo bottles are sold
in the Northern region alone. In the North, local brands such as Ayur have strong equities and these
products being low priced dilute sachet’s USP of low price.

• Per Capita consumption of Shampoo in India - 13 ml, compared to Indonesia - 160 ml, Thailand - 330 ml
 Trends
• New users are being added especially at the
lower end of the income pyramid due to
continued promotion of single-use convenient
and affordable sachets.
• In urban areas, consumers are moving away
from one shampoo for the whole family to one
shampoo for each family member leading to high
growth rates.
• New entrants have forced existing players to get
defensive by launching new products, reducing
prices and focusing on promotions.
 Segmentation Criteria
• Benefit
– Cosmetic
– Herbal
– Medicated
– Variants can be - Anti- dandruff, Anti- hair fall, Anti- lice, Anti split ends
• Price
– Mass
– Value for money
– Premium
– Prestige/Super premium
• Distribution
– Consumer
– B2B
• Parent Company
– Local/Regional
– National
– Multinational
– Indian Multinational
• For example, the market for shampoo may
consist of various psychographic segments
described by their primary purchase motives
(beauty, health, grooming), usage styles (daily,
weekly, salononly), or lifestyle (frequent
travelers, parents with young children, empty-
nesters).
• The psychographic characteristics of the market
affect not only advertising copy but also
packaging (travel size, child-proof, decorator
pump) and channels of distribution
(supermarkets, pharmacies, specialty stores).
• SKUs
– Sachets – 5ml, 7.5ml, 9ml
– 90ml – 100 ml
– 200 ml
– 400 ml
– 700 ml
• Usage Style
– Daily
– Weekly
– Saloon
 Brands
• HUL – Clear, Clinic Plus, Dove, Sunsilk
• P&G – Head & Shoulders, Pantene
• Dabur Vatika
• Garnier Fructis
• ITC – Superia, Vivel
• Himalaya
• JnJ Nizral
• CavinKare - Nyle and Chik
• Ayur
Regulatory framework
 Buyer Characteristics
• Frequency of shampoo usage is very low. Most consumers do not use shampoo daily as it is believed that it should be
used once or twice a week.

• Some customers use shampoo only to address a specific problem such as dandruff or hair fall and use toilet soaps
regularly instead.

• Major expectations from the product are improvement in texture, manageability, soft and bouncy hair, curing and avoiding
damage to hair.

• Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance

• Consumers attribute lathering to the act of cleaning

• Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair,
curing and avoiding damage to the hair

• An Indian needs more shampoo for a proper wash (average 6 ml) compared to 4 ml needed in Western countries as most
Indian women have long hair

• Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment
and oiling habits

• People test different shampoos available in market during winters to get rid of dandruff as dryness increases and so sales
also increase.

• To remove dandruff one should leave the shampoo on scalp for more than 2 mins.
 Positioning of brands
• Dabur Vatika master brand for natural healthcare products for premium personal care.
• Garnier Fructis is biofriendly super-premium shampoo that guarantees a flake-free scalp for
48 hours with pleasant scents.
• Clinic Plus guarantees constant care to fulfill eternal desire to achieve consistently longer
and stronger hair for both mother and daughter while removing dandruff.
• Clear guarantees dual benefit of removal of dandruff and fabulous looking hair post-wash.
• Dove promises dandruff-free hair that is soft and smooth and prevents it from drying after
washing.
• Sunsilk promises 20 something girls dandruff-free hair that isn’t damaged after wash with
the endorsement of world’s best hair experts.
• Head n Shoulders is an anti-dandruff specialist which has multiple variants dedicated to
fighting dandruff and its various symptoms.
• Pantene provides shampoo plus conditioner combination to fight dandruff while keeping hair
clean and fresh with the reassurance of celebrities.
• Vivel has a youth and style oriented approach and provides multiple benefits including
nourishment and moisturization besides promising greater value for money.
• Himalaya provides herbal ingredients to relieve ill-effects of dandruff without damaging hair.

• Ayur restores pH balance as a means to fight dandruff while keeping hair soft.
 Where are we today? What is the
problem?
• HUL
– Clear
– Clinic Plus
– Dove
– Sunsilk
• P&G
– Head n Shoulders
– Pantene
• Dabur Vatika
• ITC Vivel
• Garnier Fructis
• Himalaya
 Clear – Where we are/Current
positioning/Activities
• Repositioned as Clear from ‘Clinic All Clear’
• Unification with Unilever as global brand
• Youthful, trendy, sheek, fresh, confident
• Positioning changed to ‘fabulous looking hair’
• Brand ambassadors Bipasha, John to reinforce new image
• License to wear black with Asin, Shahid Kapoor
• Tie up with Fame Gurukul on confidence platform
• Direct contact viral microsite about movie-making while interacting
with opposite sex
• Internet advertising during Christmas and New Year on platform
dare to wear black, dho dala
• Contest/promotion date with Shahid
• Job talent hunt
• Website videos promotions
 Suggestions for Clear
• Creative messaging improvement
• Brand experience
• Reinforcement to aid recall
• Packaging highly influential – point of
purchase, merchandising, outdoor
 Marketing Objective
• Market Share – 37 % of total sales in
2011-12 assuming (at 16% growth 920 cr)
= 335 cr
• Growth rate of 20 % in own sales
• Packaging improvement
 COMMUNICATION OBJECTIVE
• Brand experience through activation,
online
• Reinforce through outdoor, direct mailers,
merchandising, pop displays,
• Creative messaging improvement – focus
on what benefit can deliver, differentiating
ad from others.
 Consumer Segmentation
• Shampoo for basic usage
• Shampoo for beauty and grooming
• Shampoo for daily usage, healthy hair
 Demographics
• Age : 16 – 45
• SEC : A, B, C, D
• Education : Literate +
• Occupation : N.A.
• MHI : Rs. 7000 +
• Location : Metros, Mini Metros, Class I/II/III
• Gender : Male/Female
Alternate Brand Plan
 Media (contd.)

• Television – 60%
• Print – 20 %
• Outdoor – 10 %
• Digital – 10%
– Online
– Other multi media
• Television – GECs –Star Plus, Sony,
Colors, NDTV Imagine, Zee, Youth
entertainment (MTV, V)
• Print – TOI, HT
• Magazine – Femina, StarDust, Grah
Shobha
• Outdoor – everything
• Online – website, facebook, twitter, orkut,
monster.com, naukri.com, shaadi.com
 The rest
• IM
–2
• Activation (event)
–1
• Consumer promotion
– 1 scheme / display
• CRM
–1
 Head n Shoulders
• ZPT formula which has anti-fungal properties as its
diffrentiator
• Brand ambassadors Kareena Kapoor, Preity Zinta, Saif
promising unbeatable results with no compromise.
• Helps you get closer to the special person in your life.
• Safe, strong, reassuring
• Introduced new variants menthol, aloe vera
• 5 probs of dandruff- itchy, flaky, dry, oily, irritation
• Shift from speciality to combo products
• Shiksha secure your child’s future programme
 Clinic Plus
• The largest selling Shampoo brand in
India.
• The most widely distributed Shampoo
brand in India
• It is available in three variants
» Clinic Plus Strong and Long Health Shampoo
» Clinic Plus Strong and Long Anti-Dandruff
Shampoo
» Clinic Plus Strong and Long Natural Shampoo
 Roll-out plan
• Priority markets
– All states EXCEPTING 7 NE STATES AND
J&K
• May, June, July
• November, December, January