Research for Managerial Decision.Product – SHAMPOO.

Product – SHAMPOO.•Tressemme (Target

Product)•Sunsilk•Head & Shoulder•Pantene.•Other.(recommended by

consumers)

Market Research Objective.*To find out:•Which is the most commonly used shampoo in

Mumbai & Pune?•What influences people to buy a particular

brand?•What is the penetration level of surf in the

market?•To identify customer needs?

*Sample size = 50 respondents, 25 in Mumbai and 25 in Pune.

Brands Mumbai PuneTressemme 5 4

Sunsilk 8 9

Pantene 5 4

Head & Shoulder 4 6

others 3 2

Tressemme Awareness(from sample size.)

*In others most common were Dove and Clean & Clear.

Brand Price.Tressemme 60-250

Sunsilk 90 - 300

Pantene 80 - 170

Head & Shoulder 60-350

Clinic Plus 80-200

Tressemme. – Product Range.(*) Market are preferred by consumers.

• Gentle Cleansing.• *Moisturizing.• *Color protection.• Strength and smoothing.• Deep cleansing.

Pantene – Product Range.•Total Damage care. •*Total Hair Fall.•*Silky smooth care.•*Anti dandruff.•Long Black.

Sunsilk – Product range.•Black Shine.•Lusciously Thick and Long.•*Anti-dandruff Solution.•*Hair Fall solution.•*Soft and Smooth.

Market share.

Sunsilk59%Pantene

23%

Tre-semme

10%

Clinic Plus9%

Product category wise Market share.

sunsilk60%

Tressemme

12%

Clinic plus19%

Pantene10%

Anti-dandruff shampoo

Product category wise Market share.

59%23%

10% 9%

Hair- Repair damage

Pantene Sunsilk Tressemme Clinic plus

Product category wise Market share.

59%23%

10% 9%

Sales

Sunsilk Pantene Clinic Plus Tressemme

Survey Results, Question wise rating.

Q1.) Do you shampoo your hair? Yes No.*If No then please skip to question no – 13. Q2.) Do you use Tressemme shampoo? Yes. No.*If No then skip to question no – 7. Q3.) Which product of Tressemme do you use? Gentle cleansing moisturizing

smoothing Anti-dandruff color protection deep cleansing.

 

Q1 Q20123456789

10

Yes No

For Q3, 12 people choosed Anti-dandruff, 8 people choosed Smooth & stregth, rest 5 people choosed Deep cleansing.

Q7.) Why not Tressemme? Pricing Schemes compared to other brands

Quality. Other (specify_____________)  Q8.) Which other shampoo brand do you use? Sunsilk Head & Shoulder Clinic plus

Pantene Other (specify______________) Q9.) What influences you to buy your preferred brand? Friends Self-expense

Advertisements Other (specify_______)  

Pricing59%

Schemes compared to other brand23%

Quality10%

Other9%

Why Not Tressemme?

59%23%

10%

9%

Other brands Pre-ferred

SunsilkPanteneHead & ShoulderClinic plus

59%23%

10%9%

Influences.

Self-expenseAdver-tismentsFriendsOthers

Q10.) You prefer shampoo in? Sachets 250 Ml. 500 Ml.Q11.) Most preferred Shampoo amongst

people you know? Sunsilk Clean & Clear

Pantene Other (specify_________)

Sach

ets

250

Ml

500m

l0

4

8

12

Quantity preferred

People

Sunsilk59%Pantene

23%

Head & Shoulder

10%

Tressemme9%

Brands famous Among people

Gender: Male Female.Age group: <25 25-35 35

– 50 >50.Income Group (PM):

> 20000 20000-30000 30000-40000 < 40000.

60%

40%

Gender

Male Female

59%23%

10%9%

Age group

<2525-3535-50>50

After Research Recommendations.

•Of the sub-brands, Sunsilk and Head & shoulder was the most recognized, so the company needs to do more promotions and create awareness about the product.

•If possible, pricing should be reviewed for different category of product. Many customers are citing it as a negative factor.

•Customers more prefer shampoo in sachets, company should make product available in sachets also.

•More schemes should be introduced to attract non-users.

•Advertising should be introduces to attract non-users.

•Advertising standard should be maintained as advertisements have contributed immensely to the awareness level and usage of the product.

THANK YOU.

Research done by-•Akib Siddiqui