Brand and Shampoo

INDEX

Page No.

1. The Product 3

2. Our visits 3

3. Customers 5

4. Competition 6

5. Trends 6

6. Interview with VP, Cavinkare 7

7. Brands 8

8. Learnings 10
9. References 10

THE PRODUCT

Shampoo is a hair care product used for the removal of oils, dirt, skin particles, environmental pollutants and/or other contaminant particles that gradually build up in hair. Shampoo, when lathered with water, is a surfactant, which, while cleaning the hair and scalp, can remove the natural oils (sebum) which lubricate the hair shaft

Because of the function it serves, shampoo seems to be a favorite product for all class of customers. The following visits were arranged in such a manner as to cover all types of customers. OUR VISITS

1. Spencer mall – Health ‘n' Glow ( High – End Customers )

Health ‘n' Glow even though termed as a high-end shop serves all types of customers.

 Generic sales across all brands. But sachets are not present.
 Gets the stock from the dealer for 5 weeks.
 Have 10 outlets all together in Chennai.
 Promotional offers are decided by the main office.
 Promotional offers changes weekly.
 No positioning strategy as such. Depends on the dimension of the shop.
 Target is overall revenue. No target as such for the shampoo segment.
 Each product category has a code and revenue from shampoo sales seems to be less than 20 %.
 One interesting feature was that, for Himalaya products, the sales girls were deployed by the company directly.

2. Manikandan Stores – A wholesale/retail dealer ( Average middle class/ Local shops )

This store supplies stock to retail shops as well as serves the average middle class customers.

 Target audience was men below 30 years.
 Sachets were more popular
 Head n Shoulders & Pantene were the favorite among customers.
 These stores