asience shampoo
DESCRIPTION
Entry of foreign shampoo in Indian MarketTRANSCRIPT
INTERNATIONAL BUSINESS
PRASAD AJAYNITIN
Rohidas Patil Institute of Management Studies
Launching of New Shampoo In India
Asience Shampoo
Made in JAPANNow in INDIA
ASIENCE SHAMPOO
• Specially designed for Asian hair• Medicated or anti-dandruff formulas• 2-in-1, shampoo -conditioner combinations • Leave-in conditioners• Shampoo and conditioner twin packs
Cont….
• Made in Japan by Kao corporation • Available in Singapore & Japan• Price:- Rs. 550/- for 550 ml Rs. 480/- for 350 ml
Market Opportunity Analysis
• Shampoo market in India estimated at Rs. 21.41 billion per annum.
• Growing annually at a rate of 14.5%
• Expected Average growth over the next few yrs is 25 %
• Average Growth over the last few yrs 20%
Shampoo market Size in India
• Size of shampoo market 2377.47Cr
• Anti - Dandruff Shampoo 20 % & above
• Sachet Sales 70 % & above
Reasons to Enter India
• low penetration level.• Huge untapped market.• Westernized youth.• Beauty Conscious market.• Growing Buying power of citizens.
Shampoo Penetration in India
• Urban - 40 %
• Rural - 10 %
Hair Care Facts…contd.
• In Contrast, shampoo bottles are more popular in the Northern markets
• About 50 % of the shampoo bottles are sold in the Northern region alone.
• 90% of rural population are sachet users.
Customer Segmentation
Geographic• Location – Urban Area• Mumbai, Bangalore,
Delhi, Kolkata ,Pune & southern region
Demographic• Class - Middle Middle
class & Above• Sex - Female• Age - 15 & above
Target Market for Shampoos
• Middle middle class & above • Working women• College students • Teenagers• House Wife
Positioning• Shampoo with conditioner• Attractive Packaging• Organic Product
“The Ultimate Solution for INDIAN Hair”
“No one Cares Better Than us..”
“We care for your hair..”
Competitors
• Herbal Shampoos• Ayush• Dabur Vatika• Nyle• Himalaya
The top Shampoo brands
• Premium Products• Shehnaz Hussein…32% market Share• Calvin Care…11% market Share• L'Oreal…
Product Asience Shampoo
• 100% natural product.• No harmful chemical.• Approved by Indian dermatologist association.• Ingredients :- pearl & soybean essence ,
Korean ginseng, camellia oil essence & eucalyptus essence
Place
• Traditional Distribution Channel M-D-W-R-C.• Modern Trading Factory to direct malls & shops.
Big Bazaar, D-Mart, More etc.• In Contrast, shampoo bottles are more popular in the
Northern markets• About 50 % of the shampoo bottles are sold in the
Northern region alone
Price
• 550 ml at Rs. 600
• 350 ml at Rs. 400 • 20 ml at Rs. 4
Differentiation
• Pearl Essence• Korean Ginseng• Camellia Oil Essence• Eucalyptus Essence• Attractive Packaging
Our new sachet
Promotion
Below The Line
• Event Sponsorships
• Exhibition
Above The Line
• Neon Light • Banners, Hoardings -
Bus stop, Railway Stn.• Media- TV ads, Radio
partners.• Internet – Ads on
search engines
Promotion
• Gift vouchers..• Kiosk at Offices and Malls..• Free samples @ Colleges..
Brand Ambassador
LAUNCHING..
Event
CRM
Thank you