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Marketing Strategy
Marketing Strategy Assignment
2012
Market Dynamics
Competition Model of Shampoo Industry
PALLAVI SRIVASTAVA, ROLL NO 55
SIMSR

Shampoo Industry in India
Types of Shampoos
Shampoo market is segmented into: * Cosmetic (shine, health, strength) * Anti dandruff * Herbal

Shampoo Market in India * Size of Shampoo market is Rs 9000 mn * Anti dandruff shampoo is approximately 20% * Sachet Sales is approximately 70%

The top three brands of shampoo are: 1. Clinic Plus 2. Head & Shoulders 3. Chik

Shampoo Industry in India
Competition Model:

Market Leaders | Market Challengers | Market Followers | Nichers | Clinic Plus | Head & Shoulders | Chik | Dabur, Others | HUL | P&G | Cavin Kare | Others |

Clinic Plus- HUL Brand
Target Customer: Young girls typically between 8-14 years
Influencer: Mother
Benefits: Strong and long hair
Head & Shoulders- P&G Brand
Target Customer: Both male and female between18-44 years suffering from dandruff
Celebrity used in ad: Kareena Kapoor and Saif Ali Khan
Influencer: Expert (dermatologist) or celebrity
Benefits: Dandruff free healthy hair
Chik Shampoo- Cavin Kare
Target Segment: Semi-urban, rural women age between 18-44 years
Influencer: Mother, friends
Benefits: Soft and beautiful hair for long time

Shampoo Industry in India
Top 10 Advertisers Share aggregates to 98% of overall Shampoo/Conditioners TV ad Top Advertisers | %Share | HUL | 30% | P&G | 25% | ITC Ltd | 16% | L’oreal India Pvt Ltd | 11% | Ganapati Herbal Care Pvt Ltd | 5% | Dabur India Ltd | 2% | Cavin Kare Limited | 2% | Paras Pharmaceutical Ltd | 2% | Marico Industries Ltd | 2% | J&J Ltd | 2% |

Segmentation of Shampoo Market
Shampoo market is segmented on three benefit segment such as: * Cosmetic (shine, strength & lustre):
E.g. Sunsilk, Pantene, Clinic Plus, Chik * Anti-Dandruff:
E.g. Clinic All Clear, Head & Shoulders *

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