GROUP : SEPTIMA, ADIT, HAFIDZ, YUDIS

Super Shampoo

Products and The Indian

Mass Market

Background of the case

In 2010, Suresh Venkataraman (from Coimbatore), the successful marketer of Industrial products that interested in consumers products.

Industrial products Consumers products

Background of the case

The Consumers products that fascinated him is in the Shampoo industries, especially for the single use packing (sachet shampoo)

• How the invention of sachets shampoo, transformed from an unaffordable product to an affordable one

• The lower economic strata of consumers, especially in the rural markets, offered a huge potential for customers products

Background of the case

Current lly that did not have a brand name that was simple to understand

Easy to pronounce and considered a part of the aspiration of rural customers.

Amplified by the media to celebrate film star by projecting them as “superstar”

Super triggered a superior image amongst whatever it was competing against in specific context

Suresh Venkataraman decide to entry the Consumer products industry, especially for the shampoo products. And decide to launch a Shampoo product called “ Super Shampoo”

The name of “Super” refer to the following reason :

Market Analysis

Market Analysis

Market Analysis

Market Analysis

The Key National Players

44%

24%

18%7%

Hindustan Unilever Ltd Protecter & Gambler

Cavin Kare Dabur

In 2010, the total hair care market in India was approximately Rs 70 billion in value, of which the shampoo category was estimated to be around Rs 30 billion. The shampoo market was growing at 14% per year.

Shampoo Market in Rural South India

Brand Producer

Product Package Notes

Clinic Plus

Unilever

• Bottles 25ml to 300ml• Sachets of 7.5ml (Rs 2)• Value packs or multi sachets

The brand’s place in the company shampoo portfolio seemed to be a “Family Value and Health Foundation” brand

Head & Shoulder

Procter & Gambler

• Bottles 100ml to 400ml• Sachets of 7.5ml (Rs 3)• Value packs or multi sachets

Lead anti-dandruff shampoo

Chick Cavin Kare

• Bottles 100ml to 400ml• Sachets of 7.5ml (50p to Rs 1)

The brand that promised soft, nourished, beautiful hair for confident Indian woman.

The SWOT Analysis

SW

OT

Strength:• Proven market• Small number of competitor• Good understanding of rural culture and market.•·Naming of the product as “Super” to which rural people could connect.

Weakness:• Financial for marketing• Lack of proper distribution channel

Opportunity:• Significant growth in rural market.•·Huge untapped rural market.• 75 % of the BoP (Bottom of the Pyramid) consumers

Threat:• Less affordability of low income strata customers.• Advertising blitzkrieg of megabrands.• Lack of advertising media in the rural market.

The Challenges

Competing with current key players.Competing in product advertising.The acceptance of the rural and urban

market.Product segmentation

The Market Survey

Female aged 18 to 50, belonging to rural or semi urban household basis income classification (annual household income of less than Rs75,000 or between Rs75,000 and Rs150,000)

Category (shampoo) non-users or low frequency users, yet aware of the top three shampoo brands in the market.

Significant television media consumption and enjoys watching advertisement

Venkataraman will conduct market survey before product launching. For the purpose of sampling the target population was defined in term of elements, sampling units, extent and time. The element was as below :

Recommendation

Promotion

- Outdoor media, folk media and fairs- Communication strategy – word of mouth- On wheel promotion and trial free sample

Place- Targeting customers through the melas,haats or mandis- Taking product physical to consumers- Educating in school

Price- R1 for sachet packaging- Earning through small distributor- Low margin – high volume

Product

- for daily user than occasional users- Sachet packing- Hair fall and anti –dandruff

4 P