MUHAMMED MUGHNI ATIQUE 11108001Case Analysis: Super Shampoo ro!u"#s An! The In!ian Mass Mar$e#Question no1:In Indian market non user of shampoo do not wash their hair very often, according to data provide in Exhibit 9 only 48% consumer wash their hair once in a week and only 4% consumer wash their hairs twice a week!"ostly peoples indicate that they did not use shampoo according to data provide in Exhibit 9 only #4% consumers use shampoo, $% consumer use different soaps for washing their hair and %$% consumers wash their hair with &hikakai! 'his indicate thatma(ority of people use shikakai and different soaps for washing their hair!"edia trend in )ural India*)ural India is considered as a dark media market because +nly 8% people having access to television, radio with ,8% and print media with ,-%! +ther gathering in village like melas, haats, which has a huge gathering!.ccording to data provided in Exhibit 9, 9%% peoples learning about shampoo via television this mean, this medium play an important role in creating need for product! -,% peoples also indicate that they choose the brand of &hampoo by saw ad on television! $-% peoples indicate that they see the advertisement of /linic 0lus and %,% people use clinic plus shampoo! 99% people indicate that they use sachets because price of sachets is low and available is small si1es and only ,% community use shampoo bottle!.ccording to data provided in Exhibit 9 people believed that shampoo should only be used on occasion to wash oil from hair, washing with shampoo makes hair more beautiful and mostly people buy shampoo in sachets!Q2: compare and contrast cognitive and affective beliefs.CognitiveAffectiveMUHAMMED MUGHNI ATIQUE 11108001Case Analysis: Super Shampoo ro!u"#s An! The In!ian Mass Mar$e#Clinic Plus/osmetic &hampoo of 2nilever!0ositioned as 3family value and health foundation4!&olve problems like hair fall improving shine and strength! 5oung girls between 8 to ,4 years old!Influencer* "other because mother is decision maker in family!'arget* low income households!Head and shoulder .nti dandruff shampoo of 0rocter and 6amble!0ositioned as 3anti7dandruff shampoo4!.pproved by dermatologist!5oung male and female between ,8 to #- years old!Influencer* experts and celebrities 'arget* premium class of society!Chik /osmetic shampoo of /avin 8are!0ositioned as 3soft, nourished beautiful hair for confident Indian women45oung women between ,8 to #- years old!Influencer* "other'arget* low income consumers!Q 3: ho should a ne shampoo launched!MUHAMMED MUGHNI ATIQUE 11108001Case Analysis: Super Shampoo ro!u"#s An! The In!ian Mass Mar$e#It is clear that rural market is very large market as compare to urban market! /onsumer wants those products which are long lasting, easy to use and cheaper!"arget: )ural villages of India!Product strateg#: packaging of the product should be colorful and decent sachets in order to attract the rural consumer! Pricing strateg#: in rural areas per capita of people is low as compare to urban peoples! &o priceof product in rural market is lowPromotion strateg#: In rural market '9, radio and print media are not so much popular! &o different promotion strategy should be adopt like promoting the product at village haats, melas and mandis! $e# characteristics of brand: :ow price .vailable in sachets Easy availability