96444547 Super Shampoo Products and the Indian Mass Market

8/15/2019 96444547 Super Shampoo Products and the Indian Mass Market

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GROUP :

SEPTIMA, ADIT,

HAFIDZ, YUDIS

Super Shampoo

Products andThe Indian

Mass Market


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Background of the case

In 2010, Suresh Venkataraman(from Coimbatore), thesuccessful marketer of Industrialproducts that interested inconsumers products.

Industrial products Consumers products


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The Consumers products that fascinatedhim is in the Shampoo industries,especially for the single use packing (sachetshampoo)

• How the invention of sachets shampoo, transformedfrom an unaffordable product to an affordable one

• The lower economic strata of consumers, especially inthe rural markets, offered a huge potential forcustomers products


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Current lly that did not have a brand name that was simpleto understand

Easy to pronounce and considered a part of the aspiration

of rural customers. Amplified by the media to celebrate film star by projecting

them as “superstar”

Super triggered a superior image amongst whatever it was

competing against in specific context

Suresh Venkataraman decide to entry the Consumerproducts industry, especially for the shampooproducts. And decide to launch a Shampoo productcalled “ Super Shampoo”

The name of “Super” refer to the following reason :


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Market Analysis


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Market Analysis


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The SWOT Analysis

S W OT

Strength:

• Proven market

• Small number of competitor

• Good understanding of rural culture and market.

•·Naming of the product as “Super” to which ruralpeople could connect.

Weakness:• Financial for marketing• Lack of proper distribution channel

Opportunity:• Significant growth in rural market.•·Huge untapped rural market.• 75 % of the BoP (Bottom of the Pyramid)consumers

Threat:• Less affordability of low income stratacustomers.

• Advertising blitzkrieg of megabrands.• Lack of advertising media in the rural market.


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The Challenges

Competing with current key players.

Competing in product advertising.

The acceptance of the rural and urban market.

Product segmentation


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The Market Survey

Female aged 18 to 50, belonging to rural or semi urban household basis income classification (annual household income of less thanRs75,000 or between Rs75,000 and Rs150,000)

Category (shampoo) non-users or low frequency users, yet aware of the top three shampoo brands in the market.

Significant television media consumption and enjoys watchingadvertisement

Venkataraman will conduct market survey before product launching.For the purpose of sampling the target population was defined in termof elements, sampling units, extent and time. The element was as below :


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Documents

96444547 Super Shampoo Products and the Indian Mass Market