Slide 1

Presented By,Group No- 03Animesh (01)Vishal (16)Bhushan (25)Sagar (26)

objectiveTo study the local market for shampooTo analyse the relationship between a specific brand and its buying behaviorTo access whether advertising is influencing the buying behavior of the consumersTo study the impacts of the seats of clinical laboratories on the consumer buying behavior.

Evolution Of Shampoo in IndiaHLL undisputed leader from the early 90sSunsilk launched in 1964 (General Shampoo platform)Clinic Plus launched in 1971(Family, health shampoo platform)Clinic All Clear launched in 1987(Therapeutic AD Shampoo)Sunsilk re-launched in 1987 - Shampoo + Conditioner (Beauty platform) with Sachet SKUHLL Goes rural with SachetClinic Active launched in 1991(with Pro Vitamin B - health platform)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

Brand characteristics

Sunsilk (HUL) :- Silky, shiny, voluminous strong and black coloured hairs Dove (HUL):- Damage control, daily hair care Clinic plus (HUL):- Strong and long hair, Anti-dandruff shampoo Head and shoulder (Procter Gamble):- Anti-dandruff shampoo Pantene (Procter Gamble):- Smooth, silky, voluminous, full, lively, long, black hair Chik (Cavin kare):- Fragrance, strength, cool and black hair Nyle (Cavin kare):- Herbal shampoo, strength, softness in hair Vatika (Dabur):- Herbal shampoo, naturalness in hair

Various shampoo products

Segmentation of Shampoo MarketShampoo market is segmented on three benefit Segment such as:Cosmetic(shine, strength & lustre): Sunsilk, Pantene, clinic Plus , chikAnti -Dandruff: clinic all clear , Head & shouldersHerbal-Vatika &nyle

Target of Shampoo MarketHair Shampoos are targeted at Upper middle class Now, also middle class and house wives Upper class rural consumers Teenagers - they are the major segment

Concepts Of Consumer Behaviour used in Shampoo Mass Market Classifying customer : Market Segmentation & Marketing Mix Consumer Research Process : Qualitative & Quantitative Research Personality & Brand Brand endorsers Impersonal & Interpersonal Communications

Shampoo market consumption pattern in ranchi

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some questionaires prepared by us:-1. Do you find that your shampoo actually cleans your hair as well as you like?2. Do prefer scented shampoo?3.On average, how many times a week do you shampoo?4. Does your shampoo irritate you5. Does your shampoo keep your scalp dry?6. Do you have dandruff?7.Do you have any major issues with your current shampoo?8. Would you prefer a shampoo that conditions your hair at the same time?9.Do you prefer and scents that could be added to the shampoo?10. Would you support the testing of a shampoo that didn't sting your eyes?11. Would you buy a multipurpose gel used as shampoo and soap?12. Do you prefer that your shampoo be a specific color?13. Are you concerned about any chemicals that could be considered harmful to your scalp?14.What do you consider a reasonable price for the average bottle of shampoo?15. Would you be interested in a free sample?

The Market sharesbrandsshares(%)sunsilk20clinic25pantene11ultra doux1.2others28.6