Download - Asience Shampoo
INTERNATIONAL BUSINESS
PRASAD AJAYNITIN
Rohidas Patil Institute of Management Studies
Launching of New Shampoo In India
Asience Shampoo
Made in JAPANNow in INDIA
ASIENCE SHAMPOO
• Specially designed for Asian hair• Medicated or anti-dandruff formulas• 2-in-1, shampoo -conditioner combinations • Leave-in conditioners• Shampoo and conditioner twin packs
Cont….
• Made in Japan by Kao corporation • Available in Singapore & Japan• Price:- Rs. 550/- for 550 ml Rs. 480/- for 350 ml
Market Opportunity Analysis
• Shampoo market in India estimated at Rs. 21.41 billion per annum.
• Growing annually at a rate of 14.5%
• Expected Average growth over the next few yrs is 25 %
• Average Growth over the last few yrs 20%
Shampoo market Size in India
• Size of shampoo market 2377.47Cr
• Anti - Dandruff Shampoo 20 % & above
• Sachet Sales 70 % & above
Reasons to Enter India
• low penetration level.• Huge untapped market.• Westernized youth.• Beauty Conscious market.• Growing Buying power of citizens.
Shampoo Penetration in India
• Urban - 40 %
• Rural - 10 %
Hair Care Facts…contd.
• In Contrast, shampoo bottles are more popular in the Northern markets
• About 50 % of the shampoo bottles are sold in the Northern region alone.
• 90% of rural population are sachet users.
Customer Segmentation
Geographic• Location – Urban Area• Mumbai, Bangalore,
Delhi, Kolkata ,Pune & southern region
Demographic• Class - Middle Middle
class & Above• Sex - Female• Age - 15 & above
Target Market for Shampoos
• Middle middle class & above • Working women• College students • Teenagers• House Wife
Positioning• Shampoo with conditioner• Attractive Packaging• Organic Product
“The Ultimate Solution for INDIAN Hair”
“No one Cares Better Than us..”
“We care for your hair..”
Competitors
• Herbal Shampoos• Ayush• Dabur Vatika• Nyle• Himalaya
The top Shampoo brands
• Premium Products• Shehnaz Hussein…32% market Share• Calvin Care…11% market Share• L'Oreal…
Product Asience Shampoo
• 100% natural product.• No harmful chemical.• Approved by Indian dermatologist association.• Ingredients :- pearl & soybean essence ,
Korean ginseng, camellia oil essence & eucalyptus essence
Place
• Traditional Distribution Channel M-D-W-R-C.• Modern Trading Factory to direct malls & shops.
Big Bazaar, D-Mart, More etc.• In Contrast, shampoo bottles are more popular in the
Northern markets• About 50 % of the shampoo bottles are sold in the
Northern region alone
Price
• 550 ml at Rs. 600
• 350 ml at Rs. 400 • 20 ml at Rs. 4
Differentiation
• Pearl Essence• Korean Ginseng• Camellia Oil Essence• Eucalyptus Essence• Attractive Packaging
Our new sachet
Promotion
Below The Line
• Event Sponsorships
• Exhibition
Above The Line
• Neon Light • Banners, Hoardings -
Bus stop, Railway Stn.• Media- TV ads, Radio
partners.• Internet – Ads on
search engines
Promotion
• Gift vouchers..• Kiosk at Offices and Malls..• Free samples @ Colleges..
Brand Ambassador
LAUNCHING..
Event
CRM
Thank you