mm ppt
TRANSCRIPT
Shampoo: A Case Study Of…
Market share and Marketpenetration of Anti-dandruff
Presented by:-Rituparna Chakrabarty (11DM009)
Rajani Kanta Mishra (11DM019)Saurav Shekher (11DM029)Sudeshna Sahu (11DM039)
Bighnesh Mahapatra (11DM049)Arunav Nayak (11DM059)
• The market size--- Rs. 2,500 – Rs. 3,000 crore…
• Sachet makes upto a 40% of total shampoo sales…
• Anti-dandruff consists arround 14% of the total
shampoo market…• Major players: Sunsilk , Clinic Plus, Clinic All Clear,
Dove, Head & Shoulders, Garnier, Himalaya, Pantene.
What is Positioning…??
• Positioning is owning a piece of consumer’s mind
• Positioning is not what you do to a product– It’s what you do to the mind of the prospect
• You position the product as well as the brand in the prospect’s mind
Examples
• Colgate is Protection
• Lux is Glamour
• Axe is Sexual Attraction
• Gillette is Quality
Why Positioning…??
• Opportunity to influence…• Based on your competitors info…• To increase the sales volume…• Gives your messages some context so they
can be better heard and accepted…• Long term success of a product…• To increase the brand image
How Positioning…??
• Defining the market
• Identifying the attributes
• Collecting information
• Determine each product's share of mind
• Determine each product's current location in
the product space
• Determine the target market's preferred
combination of attributes
• Examine the fit between:
– The position of your product
• The position of the ideal vector
Markets covered…!!
• Lweis Road• Saheed Nagar• Ashok Nagar
• Bapujee Nagar• Unit-1
What we did and how we did…!!
• Which is the most selling anti-dandruff shampoo in your store…??
• What is the margin per unit of it…??• What quantity unit is sold maximum…??• How many units are sold each month…??• How much units do you ask the distributor
each month…??
Saheed Nagar
Lewis Road
Sl. No.Shamp
oo Quantity
Margin of 1st
Sl. No.Shampo
o Quantity
Margin of 1st
1st 2nd 3rd 1st 2nd 3rd
1 H n S All Clear Panteen7.5ml & 100ml
7%-8% 1 H n S All Clear Panteen7.5ml & 100ml
7%-8%
2 H n S All Clear Panteen7.5ml & 100ml
7%-8% 2 H n S All Clear Panteen7.5ml & 100ml
7%-8%
3 H n S All Clear Panteen7.5ml & 100ml
7%-8% 3 H n S Panteen All Clear7.5ml & 100ml
7%-8%
4 H n S Panteen All Clear7.5ml & 100ml
7%-8% 4 H n S All Clear Panteen7.5ml & 100ml
7%-8%
5 H n S All Clear Panteen7.5ml & 100ml
7%-8% 5 H n S All Clear Panteen7.5ml & 100ml
7%-8%
6 H n S All Clear Panteen7.5ml & 100ml
7%-8% 6 H n S All Clear Panteen7.5ml & 100ml
7%-8%
7 H n S Panteen All Clear7.5ml & 100ml
7%-8% 7 H n S Panteen All Clear7.5ml & 100ml
7%-8%
8 H n S All Clear Panteen7.5ml & 100ml
7%-8% 8 H n S All Clear Panteen7.5ml & 100ml
7%-8%
9 H n S Panteen All Clear7.5ml & 100ml
7%-8% 9 All Clear H n S Panteen7.5ml & 100ml
6%-7%
10 H n S All Clear Panteen7.5ml & 100ml
7%-8% 10 H n S All Clear Panteen7.5ml & 100ml
7%-8%
Unit-1 BapujeeNa
gar
Sl. No.Shamp
oo Quantity
Margin of 1st
Sl. No.Shampo
o Quantity
Margin of 1st
1st 2nd 3rd 1st 2nd 3rd
1 H n S All Clear Panteen7.5ml & 100ml
7%-8% 1 H n S All Clear Panteen7.5ml & 100ml
7%-8%
2 H n S All Clear Panteen7.5ml & 100ml
7%-8% 2 H n S All Clear Panteen7.5ml & 100ml
7%-8%
3 H n S Panteen All Clear7.5ml & 100ml
7%-8% 3 H n S All Clear Panteen7.5ml & 100ml
7%-8%
4 H n S All Clear Panteen7.5ml & 100ml
7%-8% 4 H n S All Clear Panteen7.5ml & 100ml
7%-8%
5 H n S All Clear Panteen7.5ml & 100ml
7%-8% 5 H n S All Clear Panteen7.5ml & 100ml
7%-8%
6 H n S All Clear Panteen7.5ml & 100ml
7%-8% 6 H n S All Clear Panteen7.5ml & 100ml
7%-8%
7 H n S Panteen All Clear7.5ml & 100ml
7%-8% 7 H n S All Clear Panteen7.5ml & 100ml
7%-8%
8 H n S All Clear Panteen7.5ml & 100ml
7%-8% 8 H n S All Clear Panteen7.5ml & 100ml
7%-8%
9 H n S All Clear Panteen7.5ml & 100ml
7%-8% 9 H n S All Clear Panteen7.5ml & 100ml
7%-8%
10 H n S All Clear Panteen7.5ml & 100ml
7%-8% 10 H n S All Clear Panteen7.5ml & 100ml
7%-8%
Ashok Nagar
Sl. No. Shampoo Quantity Margin of 1st
1st 2nd 3rd
1 H n S All Clear Panteen 7.5ml & 100ml 8%-9%
2 H n S All Clear Panteen 7.5ml & 100ml 8%-9%
3 H n S Panteen All Clear 7.5ml & 100ml 8%-9%
4 H n S All Clear Panteen 7.5ml & 100ml 8%-9%
5 H n S All Clear Panteen 7.5ml & 100ml 8%-9%
6 H n S All Clear Panteen 7.5ml & 100ml 8%-9%
Saheed Nagar
Lewis Road
Unit 1 Bapujee Nagar
Ashok Nagar
Sales H n SSales All ClearSales Panteen
Facts and Findings…
• Head and Shoulders is found to be the most sold anti-dandruff shampoo…
• Next two leading brands are All Clear and Pantene…• Margin percentage is approximately 7% - 8% per
unit…• Average sales of 100ml 12 units per month…• Average sales of 7.5 ml 90 units per momnth…
SWOT for
Strenghts:• International • Company• P & G support• Product quality• Brand name• Variation in units
size
Weekness:• Competetion
with All Clear• Less creative
campaign• Popularity in
rural areas
SWOT for
Oppertunities:• In new developing
areas of India• Brand loyality• Increase in
consumption due to awareness.
• Investment on research of shampoo
Threat:• High
Competetion• Uncertain
economic condition
• New entrants• Other options
available
SWOT for others…
Strenghts:• Parent company
support• Product quality• Variation in units
size• Creative
campaign
Weekness:• Competetion
with H n S an P & G product
• Brand name• Popularity in
urban areas• Customer
loyalty
SWOT for others…
Oppertunities:• In new
developing areas of India
• Brand loyality• Increase in
consumption due to awareness.
Threat:• High
Competetion• Uncertain
economic condition
• New entrants• Other options
available
References
• http://www.equitymaster.com/research-it/sector-info/consprds/consprds-products.html
• http://www.ghallabhansali.com/admin/file/FMCG.pdf• Power point presentation on brand positioning from
slideshare.com• Article Source: http://EzineArticles.com/293970• Wikipedia• Retail shops in 5 areas of Bhubaneswar.
