semantation sampoo

8/6/2019 semantation sampoo

1/13

CERTIFICATE

This is to certify that TEAM B students of Maharshi Dayanand

University,Rohtak,has prepared academic report entitled Critical

analysis of SEGMENTATION,POSITIONING, AND TARGETING FOR

MARKET. Under my guidance. He has fulfilled all requirement

leading to award of the degree of MBA(industry integrated) this

report is the record of bonafide research undertaken by him and

no part of it has been submitted to any other University or

education institution for award of any other degree.

I wish her all success in life.

Co-ordinator Faculty Guide

Hemant Sonare PROF.AJAY PATOLE


2/13

DECLARATION

We TEAM A hereby declare that, with exception of the

suggestion and guidance from guide, Prof, Ajay Patole

this project work titled Critical analysis of

SEGMENTATION,POSITION, AND TARGET FOR

MARKETSAMPOO This my own work.

This dissertation as one, which is substantially the

same as this has not been by me for any other

examination of this university or any other University

Place :-Nagpur

Date :- __________

RUPESH KUMAR

KAILASH SOMNATHESUMANKANT JHA

ACKNOWLEGEMENT


3/13

Completing a task is never a one-man effort. It isoften the result of valuable contribution of Internet,

Marketing Books manner that helps in achieving anobjective.

It is Segmentation positioning and targeting for meto express my profound gratitude towards my guide Prof.AJAY PATOLE of GURUGRAM BUSINESS SCHOOL, PARDINAKA, NAGPUR , I take pride to thank him for his ableguidance and time to time attention that was bestowedon me right for the inception to the successful completion

of the projectAlso, my heartful thanks to all respondents and

friend who directly and indirectly helped me completingthis project report.

I am also thankful to all such people, the name ofwhom haven't appeared hear but without their help thisproject wouldn't have been completed


4/13

INDEX

CHPTER NO. CONTENTS PAGE NO

1

INTRODUCTION

5-9

2 IMPORTANCE AND

OBJECTIVES

10

3

AVAILABLE OF SHAMPOO IN

MARKET

11

4

12

5

SHAMPOO MARKET SHARE 13-14

6 FINDINGS AND CONCLUSION

15

7 LIMITATIONS 16

ANNEXTURE

BIBLIOGRAHY


5/13

CHAPTER NO 1

INTRODUCTION

MARKET SEGMENTATION

, TARGETING AND POSITIONING

MARKET SEGMENTATION : - The market for any product is normallymade up of several segments. A market after all is the aggregate ofconsumers of a given product. And, consumer ( the end user), who makes a

market, are of varying characteristics and buying behavior. There are

different factors contributing for varying mind set of consumers. It is thus

natural that many differing segments occur within a market.

In order to capture this heterogeneous market for any product, marketersusually divide or disintegrate the market into a number of sub-

markets/segments and the process is known as market segmentation.

Thus we can say that market segmentation is the segmentation of markets

into homogenous groups of customers, each of them reacting differently to

promotion, communication, pricing and other variables of the marketing mix.

Market segments should be formed in that way that difference between

buyers within each segment is as small as possible. Thus, every segment

can be addressed with an individually targeted marketing mix.

The importance of market segmentation results from the fact that the buyers

of a product or a service are no homogenous group. Actually, every buyerhas individual needs, preferences, resources and behaviors. Since it is

virtually impossible to cater for every customers individual characteristics,

marketers group customers to market segments by variables they have in

common. These common characteristics allow developing a standardized

marketing mix for all customers in this segment.

Through segmentation, the marketer can look at the differences among the

customer groups and decide on appropriate strategies/offers for each group.

This is precisely why some marketing gurus/experts have described

segmentation as a strategy of dividing the markets for conquering them.

MARKETING STRATEGY AND MARKET SEGMENTATION: - When itcomes to marketing strategies, most people spontaneously think about the

4P (Product, Price, Place, Promotion) maybe extended by three more Ps

for marketing services (People, Processes, Physical Evidence).


6/13

CHAPTER 2

OBJECTIVES

CHAPTER 3

CHAPTER 4

As per The Nielsen Company, the market leaders in the shampoo market are

HUL, P&G, CavinKare, Dabur and L'Oreal India,According to the dataprovided by Nielsen, quoting the all India (urban and rural) figures from

June 2010, the industry size of the shampoo segment is about Rs 3,011

crore, which is growing at more than 9 per cent year on year.

The shampoo industry with a market size of Rs. 4000 cr has shows aincreasing growth in the year ending 2010. Major FMCG companies has done

a good business in the shampoos segment. Where Dabur earns 31% growth

in the shampoos at the same time P&G shows a growth of 35% in theshampoos. FMCG head HUL shows a good turnover in the shampoossegment but at the same time faces a declining profit as compare to the last

year due to the heavy advertising expenses. The brief report of the

performance of the shampoos can be given as follows:-1.Heads & Shoulders:- Heads & Shoulders has done a good business in

the year 2010 in both bottle and sachet segments. It is more preferred

due to its new anti dandruff formula and hair falling control. Presently

it has a market share of 38% of all Indian market.

2. Clinic Plus :- After being the No.1 shampoo of India in a raw from

last nine years, clinic pluss monopoly comes to an end. This popular

shampoo has looses its market position in the some states of India.

Presently it having a market share of 29%.of all Indian shampoo

market.

3. Pantene :-The world famous brand of P&G is doing its bestbusiness in India from many years. It is more preferable by both male

and female customers. Its scathe segement is also doing good

business.

4. Dabur Vatika:- Vatika is the repudiated name of shampoo brand

from the stable of Dabur. It is the major profitable segment of the

company in last quarter ended July 2010. It is doing good business in

rural and urban India.

5. Garnier :-The world famous brad of Lorel has been able to makean entry in the list of top 5 shampoo brands of India for the last year


7/13

2010. It is more preferable in upper middle class and top class

peoples.

6. Others :- there are also some other brands like Clinic All Clear,

Sehnaaz Hussain, Chick, etc are showing ups and downs in the year

2010.

Clinic is Clear

Clinic is the popular shampoo brand from HUL for primarily the men. The key

positioning of the brand revolves around the theme of anti-dandruff. Clinichas two main sub-brands under it:

Clinic Plus: Launched in 1987, it is for the Striving or mass-segment. It

promises to offer five-fold benefits: strengthens weak hair, prevents hair

breakage, softens rough dry hair, shine for thick and healthy hair, andcontains anti-dandruff ingredient. Normal Indian family being the target

segment ads of this brand shows people in common day situations having

great hair by using the brand. To change the typical Indian mindset of using

Shampoo only once or twice in a week and to promote use of shampoo

latest Clinic ads focus on using shampoo every day.

Clinic All Clear: Launched in 1996, it is for the Affluent or class-segment.It is positioned as dandruff solution for everyday use. The two key benefits

that this brand promises are: no dandruff and less hair fall. The target

segment of the brand being the premium class to project that premium

image the brand ads uses celebrities like Shaheed Kapoor, John Abrahamand Bipasha Basu solving their hair problem using Clinic All Clear. One

variant of this brand Ice Cool provides the added benefit of cool feeling.

Similar to Sunsilk this brand has also lately tried its hand at online viral

marketing to engage users through its website using the contest named

Make Your Own Movie Challenge

Sunsilk:-Sunsilk is a popular personal care brand from the house ofUnilever. It was launched in India in 1964. It is the HUL shampoo brand for

the Aspiring or mid-segment specially women. The intended positioning of

the brand over the years has changed from Shampoo plus cosmetic to

Beauty Shampoo to Hair Expert. Find below a 1972 Sunsilk ad whichfocuses only on technical and functional attributes:But over theyears there


8/13

has been constant effort to add emotional appeal to the brand. Currently is

what the HUL site says about the brand: It knows you, and hence knows

exactly what your hair needs. Based on different customer needs Sunsilkoffers different variants. Target segment for Sunsilk being aspiring young

women most Sunsilk ads show young women getting their hair problems

solved by using Sunsilk shampoo. The tagline of most Sunsilk ads: BaloonMein Dhadkan Dil Mein Shararat. A brand extension of Sunsilk was the

launch of Hair Oil.

Chik Shampoo:-Just a mention of Chik shampoo today gives rise to varied

perception.To the rural and semi urbun population of India, it is the

preferred daily shampoo. To the market and its player, the second largest

selling shampoo in the country.In a highly competitive FMCG categorythat

seemed impenetrable to most marketers, Chik Shampoo identified ahumongous opportunity in rural and semi urban India and created waves

with its entry into these markets. Combining innovative sachet packing,strategic pricing (at Re.1 and 50p) and a strong and motivated distribution

network, Chik Shampoo transformed the very nature of shampoo packaging

and usage.

Vivel shampoo:- Vivel Ultra Pro caters to the anti-dandruff segment in the

shampoo market,.

o Did you know, that the word Shampoo is derived from theHindi word Champi.

o Remember Johnny Walkers famous song - Meri Jaan, MeriJaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish.

o The British loved the massage so much, they started callingChampi as Shampoo

2. TG for Shampooso Hair Shampoos and Conditioners are targeted at

1. Upper middle class2. Now, also middle class and house wives3. Upper class rural consumers4. Teenagers - they are the major segment

3. Types of Shampooso Shampoo market is segmented on benefit platforms

1. Cosmetic ( shine, health, strength )2. Anti - Dandruff3. Herbal

4. Hair Care Factso The frequency of shampoo usage is very low. Most consumers

use shampoo only once or twice in a week. In many cases,


9/13


10/13

o Urban areas - 90 %, accounting for 80 % of shampoo sold inthe country

o Rural areas - 80 %, accounting for 20 % of shampoo sold inthe country

9. Shampoo Usageo Per Capita consumption of Shampoo in India - 13 mlo Per Capita consumption of Shampoo in Indonesia - 160 mlo Per Capita consumption of Shampoo in Thailand - 330 ml

10. Shampoo Penetration in Indiao All India Shampoo - 14 %o Urban - 40 %o Rural - 10 %

11. Growth in Shampoo Marketo Average Growth over the last few yrs - > 20o Expected Average growth over the next few yrs - 25 %o AD segment is the fastest growing segment, growing at 10 -

12 % every year.

o H & S growing at 15 - 20 % every year.12. Evolution of Shampoo in India

o HLL undisputed leader from the early 90so Sunsilk launched in 1964 ( General Shampoo platform )o Clinic Plus launched in 1971 ( Family, health shampoo

platform)

o Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo )o Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty

platform ) with Sachet SKU

o HLL Goes rural with Sacheto Clinic Active launched in 1991 ( with Pro Vitamin B - health

platform )

o Sunsilk re-positioned and re-launched in 1994 ( Nutracare) -Pink for dry hair, yellow for normal hair, green for oily hair and

black for long hair

13. Entry of Competitiono Why did competition Enter India

1. Teeming millions2. Burgeoning middle class3.

Westernized youth4. low penetration levels

5. Huge untapped market14. New Entrants into the Market

o P & G enters India in Nov 1995, with the worlds largest sellingbrand - Pantene

o Colgate Palmolive launched Optima also in Nov 1995 ( breakthrough in Keratin treatment )


11/13

o Nirma launched Nirma Shampoo which went into roughweather because it also had a detergent and soap with the

same name. The brand name also had low price connotations15. Shampoo Boom in India

o In mid 1997, per capita consumption of Shampoo increasedo Of the Rs. 350 Cr. Shampoo market, the AD segment

accounted for a 20 % shareo P & G launched its Internationally acclaimed A & D shampoo H

& S in 1997 with Zinc Pyrithine ( ZPT ) - a unique anti-

microbial agent. There were 2 variants - regular and menthol

o Sachet sale became 40 % of all shampoo consumption in thecountry

16. HLL Dominanceo Clinic, Sunsilk, Organics and Lux and their various brand

extensions dominate the shampoo marketo In 1998, the company re-launched Clinic and Sunsilk brandso Sunsilk was re-launched with Fruitamins.o Today HLL has a 63 % market share in the shampoo marketo In South India, Clinic Plus and Clinic All Clear put together

have a market share of about 70 % .17. The top Shampoo brands

o Normal Shampoos1. Clinic Plus2. Sunsilk3. Chik

18. The top Shampoo brandso Herbal Shampoos

1. Ayush2. Dabur Vatika3. Nyle

19. The top Shampoo brandso Anti Dandruff Shampoos

1. Clinic All Clear2. Head and Shoulders3. Dabur Vatika AD

20. The top Shampoo brandso Premium Products

1. Shehnaz Hussain2. Revlon Flex3. L'Oreal

21. The way forward


12/13

o While toilet soaps have reached saturation, there is immensepotential for penetration of shampoos into Indian households.

o According to NCAER, Shampoo penetration is expected to growfrom 314 thousand households in 1998-99, to 502 per

thousand households in 2006-07.

22. Ad Budgets are on the riseo The reasons are

1. Lot of competition in the market2. Low penetration levels3. High potential4. Untapped rural market to reach to

o There are a few brands that are already on the net23. Brands on the Net

o Clinic All Clearo Sunsilko Head & Shoulderso Pantene

DATA ANALYSIS AND INTERPRETATION

TABLE NO 1

MARKET SHARE OF SHAMPOO

NAME SHARE

CLINIC PLUS 29%

CLINIC ALL CLEAR

SUNSILK

CHIK

VATIKA

HEAD & SOULDER 30%

PENTENEGARNIER

VIVEL

LUX

CHAPTER NO 6


13/13

FINDINGS AND CONCLUSION

LIMITATIONS

.

BIBLIOGRAPHY

semantation sampoo

Documents