Group3 Case Super Shamoo Presentation

7/29/2019 Group3 Case Super Shamoo Presentation

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Group 3 Case Analysis Presentation @ MDI, Gurgaon

2nd Feb2013

Super Shampoo Products

And The Indian Mass Market

Gaurav Mathur

(25NMP16)

KK Tiwari

(25NMP50)

Ajay Singh

(25NMP48)

The Team

Manoj Gupta

(25NMP27)


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Context

Suresh Venkatraman had always been fascinated with single use packaging, he was

surprised, how shampoo as a category was transformed from an unaffordable

product to an affordable products

He had a firm belief that lower economic strata of consumers, specially in Rural

market offered a huge potential for consumer products, [Bottom of Pyramid, BoP]

Annual Household Income Life Style

< INR .9 Lacs

INR 0.9 2.0 Lacs

INR 2.0 5.0 Lacs

INR 5.0 10.0 Lacs

> INR 10.0 Lacs

No. of Households

1

2

3

4

Deprived

Aspirers

Strivers

Global Indian

Seekers

5

1.2 Mn.

2.4 Mn.

10.8 Mn.

91.3 Mn.

101.1 Mn.
http://images.google.com/imgres?imgurl=http://upload.wikimedia.org/wikipedia/en/thumb/2/23/Indian_Couple_on_Bicycle.jpg/180px-Indian_Couple_on_Bicycle.jpg&imgrefurl=http://en.wikipedia.org/wiki/Bicycle&h=250&w=180&sz=15&hl=en&start=1&tbnid=Vj2HXGk35I5f2M:&tbnh=111&tbnw=80&prev=/images?q=lower+class+indians&ndsp=20&svnum=10&hl=en&lr=&sa=N


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Market Analysis The Rural Market

Rural Market

Rural India Urban India

Comprised 12.2 % of world population

720 ~ 790 million consumers witharound 160 million households

PopulationProjection


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Market Analysis The FMCG Market

FMCG market in India was estimated at US$15 billion to $18

billion and likely to grow to US $ 33 billion by 2015

The growth of rural market in the contribution to FMCG is

evident from fact that urban markets were once 50% of totalFMCG and had reduced to 29% as of 2010.


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Market Analysis The Shampoo Market

Total Hair market in India [2010]

Market SizeAccounted by

Shampoo

~ Rs 70 Billion

~ Rs 30 Billion [43%]

Growth Rate Shampoo market: 14%

HUL46%

P&G24%

Cavin

Care18%

Dabur7%

Others5%

Urban Rural

Penetrationlevel

[90%] [80%]

Bottle

Sachet

(60%)

(40%)

(10%)

(90%)


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Problem

New Product Super to be launched

against branded products

How to change perception of nonusers in rural

market to convert into shampoo buying behavior?


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Market Survey-Targeted Group

Target Population:

For the purpose of sampling ,the target population was defined in terms of

elements, sampling units ,extent and time.

Female aged 18 to 50 ,belonging to rural or semi urban households basis

income classification (Annual household income of less than Rs 75000 or

between 75000 and 150000)

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 watching

advertisements.


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CognitionKnowledge &

Perception

ConationExpression

to Buy

AffectEmotion

Tricomponent Attitudinal model


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Cognitive Belief & Affective Aspects in Advertisement

Clinic Plus Head & Shoulder ChikExposure to dirt and grime

that impacts hair frombeing clean, healthy andstrong Solution - clinicplus contains and makeshair healthy

Scientific Explanation

and product componentinformation Cause and effect usinggraphics and scientificexplanation of productcomponent e.g. Vitazinc. , claim of 95% hairfall reduction

Double conditioners in

chik shampoo whichsmoothens the hairunder extremeconditions, perfectlydetangled hair[Offering differentvariants as per differenttraditionalrequirements]

Mother InfluencerEmotional expression

between mother &daughter [mother acts as aprotector and advisor ofdaughter], EmotionalCharge state - Negative topositive [Sadness or shame

to happiness]

Emotional factor Angle of attractiveness

to opposite sex Courage to get closerwithout worrying aboutdandruffUse of celebrity facesKareena Kapoor and Saif

Chick keeps your hairsoft, nourished and

beautiful Eliminates distressbecause of tangled hair

Cognitive

Belief

Af

fectiveAspects


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Cognitive Belief & Affective Aspects reflected by the respondents

Clinic Plus Head & Shoulder ChikProblem Solving approach

Affected component-Emotional charge state

(Sadness/Shame to

happiness)

Testimony by experts

[Dermatologist] ,Cognitiveapproach

Generates perception ofSmooth hair under extreme

conditions, Combination of

Cognitive and Affective

approach

It makes me look beautiful

It keeps my hair healthy and

strong, It makes my hair

smell fresh, great fragrance

It prevents my hair fromgetting dandruff, It makes

my hair smell fresh, great

fragrance, recommended

by hair experts,

It makes my hair smellfresh, It keeps my hair

healthy and strong, great

fragrance, It keeps hair

untangled & smooth,

Consumer attitude

developed is cognitive

component than affective

opposite to communicated

Consumer attitude is

developed is towards

cognitive component same

as communicated

Consumer attitude is

developed cognitive

component and affective

component as

communicated

Objective

Respondent

Difference


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I will search for this brand when I go shopping next time

I will buy shampoo only I find this brand, else I will not buy

I will compare prices of different brands before I buy

I will buy the brand because I like its advertisement

I will buy the brand because I like its packaging

I will buy the shampoo in sachet only

I will ask the retailer about it before buying

I will tell my friends and neighbors about my experiencewith the brand

3 3.5 4 4.5 5

Clinic Plus Head & Shoulder Chik

Conative Beliefs How Strong

3.9 2.7 3.0Buy Next Time


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It has lot of chemical in it

It prevents my hair from getting dandruff

It makes my hair smell fresh

It keeps my hair healthy and strong

It has a great fragrence

It is not different from any other shampoo

it is an expensive shampoo

It is recommended by hair experts

It is for people with long hair

It keep hair untangled and smooth

it is used by celebrity

It is a brand of my family

It is shampoo I can trust for my hairIt makes me look beatuiful

it makes me feel confident

It is brand for those who are in outdoors

It allows me to feel free and unworried

it is a brand of youngester

It is a shampoo for special occasion

It reminds me of my childhood

It makes me feel in controlThe person in this advertisement reminds me of myself

It will make me refreshed and revived

It will make me feel like everyone eys are on me

It makes me feel taken care of by an expert

I will ask my friends and neighbour about this brand

1.5 2 2.5 3 3.5 4 4.5

Clinic Plus H&S Chik

Consumer Attitude towards 3 brands

Cli i H d &


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Beliefs that thebehavior leads tocertain outcome

Evaluation of theoutcomes

Beliefs that specificreferents think Ishould or should notperform the behavior

Motivation tocomply with thespecific referents

Attitude towardthe behavior

Subjectivenorm

Intention Behavior

Theory of Reason Action Model

Hair looks beautiful ,

Used to wash oil from hair,

Buy in sachets only,

Makes hair strong and healthy,

Feel more confident,

Cleans hair better than soap

Looks beautiful, healthy and stronghair smell fresh, great fragrance

Prevents dandruff, smell fresh, Greatfragrance, recommended by experts

Hair smell fresh, healthy &strong, Untangled and smooth hair

ClinicPlus

Head &Shoulder

Chik

3.9

2.7

3.0


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Thank you

Documents

Group3 Case Super Shamoo Presentation