Shampoo Market in India

SHAMPOO MARKET IN INDIA:

        The shampoo market in INDIA has total worth of around Rs.4000 crores

        Out of this B2C has a market share of 85% and B2B has a market of 15%

FOUR FACTORS HELPS IN GROWING SHAMPOO INDUSTRY:

1. Heightened awareness of personal grooming
2. Wide portfolio across price points
3. Rapid urbanization and rising disposable income
4. Availability of gender specific products

SCOPE FOR SHAMPOO INDUSTRY IN INDIA:

• FMCG is fourth largest sector in the Indian Economy
• Household and Personal care is the leading segment accounts for about 50% of the overall market
• Retail market in india to reach 1trillion by 2020 with modern trade expected to grow at 20% per annum will likely to increase the FMCG Companies 

        REASONS:

1. Growing awareness
2. Easier access
3. Changing lifestyle

HAIR CARE is the leading segment accounting for 23.0 percent of the overall market in household and personal care segment for FY16

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SOURCE:INDIAN BRAND EQUITY FOUNDATION(IBEF)

DIFFERENT COMPANIES AND THEIR MARKET SHARE:

MARKET SHARE:

        Percentage of a market accounted for by a specific entity

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MARKETING STRATEGIES OF COMPETITORS:

HUL:

MARKETING MIX:

Product,Price,Place,Promotion – the controllable set of activities that a firm uses to respond to the wants of its target market

        PRODUCT:

                Mostly cosmetic and also has a herbal product(ayush)

                Products focus on different attributes of hair care

        PRICE:

                Target income group: Caters to all income group

                        Premium segment: Dove

                        Mid segement:Sunsilk

                        Low Segment: Clinic Plus

        PLACE:

                Strong presence all over  India

                Has a strong presence in both rural and urban parts of country

        PROMOTION:

                Advertisements depict both men and women as the consumers

                Product labelling is done in international language only

                Uses celebrity endorsements for some of its brand

SWOT ANALYSIS:

        STRENGTH:

                Ability to understand local market

                Strong distribution network

                Strong focus on Quality and natural ingredient by its R&D Team

                Ability to carter unpenetrated Rural market by creating mass      

awareness

                Strong marketing team enabling it to grow all over the country

WEAKNESS:

All its brands provide almost similar benefits with not much       differentiation

Penetration in herbal products are less compared to the chemical shampoo

CAVINKARE:

PRODUCT:

        Manufactures  herbal product

        Products focus mainly on long and strong hair

PRICE:

        Target income group: mostly low and middle income group

        Mid segment: Nyle and Chik

        Low segment: karthika and Meera

PLACE:

        Mostly in south india

        Has comparatively presence in rural than urban areas

PROMOTION:

        Advertisement mainly depict women as the consumers having long hair

        Few products carry regional language lebeling

        Creates initiative to educate people about the usage of shampoo

        Doesn’t use any celebrity

STRENGTH:

With the convenience on sachet they have been able to generate enough         institutional sales in hotels

Strong product portfolio with nyle, chik,etc

WEAKNESS:

        It doesn’t have any product in premium segment

        It doesn’t have segments such as air conditioner or serum

DIFFERENT BRANDS UNDER EACH COMPANY:

HUL:

        Dove, clinic plus, All Clear,Sunsilk

        Herbal: Ayush

P&G:

        Head & Shoulders, Panteen, Rejoice

Patanjali:

        Kesh Kanti

CavinKare:

Chik, Nyle, Meera

Dabur: