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Super Shampoo Products & the Indian Mass MarketConsumer Behavior1Our ProtagonistStory of a marketer Suresh Venkataraman

Launching the brand Super ShampooWHY CONSUMER GOODS AND WHATS SO SPECIAL ABOUT THE WORD SUPER?Huge Potential for Consumer Products in Rural MarketWanted a brand name to be very simpleUsed Super as it is easy to pronounceThe word Super is also amplified by the media to celebrate filmstars by projecting them as superstars

2FMCG Market in Rural India3Main Competitors4Sampling PlanTargeted the Bottom of the Pyramid PopulationThe BoP comprises people who earn less than Rs 75000 and between Rs 75000 and Rs 150000Two towns (Bidadi and Hoskote) and a cluster of adjoining villages (Jigani) in rural Karnataka were selected for the studyProbability sampling was the chosen techniqueDone in September 2010

Respondent ProfileRespondent was usually the wife, in the age group of 25-40Typically from families of four to five membersMonthly Food and Beverage expenditure was around Rs.2000 and Rs.2500, whereas on cosmetics it was upto Rs. 500. Purchase frequency was usually weeklyMedia HabitsTV Viewing: Regular TV viewers. TV Viewing occurred in the mid-morning and in the nightAdvertising Influence: Ads were watched and enjoyed with high levels of attentionCelebrity Influence: Celebrities endorsements has a great influence on their buying behaviorOther Media: Radio was a popular media compared to print media

Respondent Profile Cont..Word of Mouth- Most important factor to improve sampling decisionShown in consumer preferences as well- Average Score of 4 across different shampoos for seeking opinion of friends and family before buying something newSeek to share experiences with a brand- Average score of 4.1 in this categoryIn-Store promotions

7Data AnalysisData Analysis9Data Analysis10Data Analysis11Competitor Analysis12Advertisement Clinic Plus

13Advertisement Head & Shoulders

14Advertisement Chik

15Consumer BehaviorConsumers use television and friends and neighbors as sources of communicationPrefer to try new products in small quantities before purchasingDo not actively look for information on cosmeticsPrimary decision makers in the familyBelieve important to be well groomedCelebrities endorsement is considered positiveRecommendationsUse promotions during Melas and other common places during product launchPromote for once-to twice usage per weekNatural aspect of the shampoo can be used, as a trust factor for consumers.Shikakai flavor which does not damage like soapPromote TV serials such as Big Boss Kannada etc.Promotions can include aspect on Childhood promotionsPackaging- Sachet, Pricing can be in the range of Rs. 1-2.5( Bundle Offer Price of Rs. 2 for purchase of 2 packs)Position in the anti-dandruff shampoo segment as it is fastest growing

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