chik shampoo

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Presentation on Success of chick shapoo in rural india

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Chik Shampoo The Success StoryClick to edit Master subtitle style

2/26/13

Submitted by: Ankur Gautam (35160) Bharat Basavaraj (35165) Shreyansh Chauhan (35146) Shumpy Saini (35190) Vikas Mulchandani (35201)

INDUSTRY ANALYSIS

Shampoo Market Size (in Rs Cr)12

Sales Value VS Volume Market Share10 12

8

10

Click to edit Master subtitle style4 6 0 2

0

2

4

6

2/26/13

8

Segmentation Targeting Positioning

Geographic Rural and Semi urban Demographic : SEC, Income and Gender Target : All the people who were using soap to clean their hair Positioning : A low cost value for 2/26/13 money shampoo

4 Ps of Chik Shampoo

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Product

Acceptability Product value and variants Packaging and Design Sizes

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Price

Affordability Value for money Price lower than competitor Sachet 50 paisa

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Promotion

Demonstration Exchange empty sachet Buy 5 get 1 free Free sachet distribution during Rajnikhants movie show

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Promotion

Understanding where rural consumer buys Sachet sales force targeted small kirana stores, paan shops. Also placed shampoo sachet in post offices

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Product Life Cycle

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REASONS FOR SUCCESSC H I K S H A M P o o

Communicating the Need of the product

Points of Differentiation: Quality (Fragrance), Demonstration, Sachet Strong innovative decentralized distribution network Penetration Pricing

Trade Promotion

Strategic Transition from Regional to National

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Thank You!!

2/26/13