SUPER SHAMPOOREVIEW BY A.ARPUTHA SELVARAJ

INTRODUCTION

Suresh Venkataraman a successful marketer in Southern part of India.

He was Fascinated by the power of consumer products in “ Rural Market”.

He decided to launch a new cosmetic product with a brand named “Super Shampoo”

He wanted to make this brand successful but with limited fund.

FMCG FACTS IN INDIA

Household Care Laundry, Soaps & detergents, floor cleaners etc.

Personal Care Oral care(tooth paste/tooth powder & tooth brushes), Hair Care(hair oil, Shampoo)etc.

Food & Beverages Cereals, Bakery products, tea, coffee, dairy products.

TARGETTING SEGMENT POPULATION

EMERGING INDIA

Targetting 101.1 ( Low cost categery with untapped market scope )

Want more for less money.

Income Per Year Households (in Millions)

Less than Rs 90,000 101.1

Rs 90,000-Rs 200,000

91.3

Rs 200,000-Rs Rs 500,000

10.8

Rs 500,000-Rs 1,000,000

2.4

More than Rs 1,000,000

1.2

Source: "The Marketing Whitebook," BusinessWorld, 2007-08

POWER OF “S”

Invention of sachets “revolutionized “ the

FMCG market. It opened B2C untapped

market in rural areas. Unaffordable products

became affordable for common people.

Luxury comes in “Sachets”. Reduced overall cost.

MARKET LEADER IN HAIR CARE

Clinic Plus39%

Head & Shoulder22%

Chik31%

Sunsilk3%

Clinic All Clear3%

Pantene1%

Other1%

Brands Used

AFFECTING FACTORS

POLITICAL

1. Transportation and infrastructure development in rural areas helps in distribution network.

2. SEZ policies in rural

areas

ECONOMICAL

1. The FMCG sector is a 4th largest sector of Indian

SOCIAL

1. Rural employment

2. Volume-driven growth in rural market.

3. Major young population can increase revenue .

TECHNOLOGICAL

1. Technology has been simplified and available in the industry.

2. Foreign players helps in high technological development.

PEST

ANALYSIS

STRENGHTS

1. Low operational costs

2. Established distribution networks in both urban and rural areas.

3. Presence of well-known brands in FMCG sector.

WEAKNESS1. Lower scope of investing in technology

and achieving economies of scale.2. Low exports levels

3. Counterfeit Products.

OPPORTUNITIES

1. Untapped rural market2. Rising income levels

3. Large domestic market-.4. High consumer goods spending

THREATS

1. Slowdown in rural demand2. Tax and regulatory structure

SWOT

ANALYSIS OF 4P’S

Product Price

PlacePromoti

on

Packaging

WHY SUPER SHAMPOO?

PRODUCT PRICE

Super shampoo will be based on “Shikakai”.

Characteristics of producing more foam.

Jasmine Essence

1Rs shampoo to target lower income group.

“More for Less” Strategy. 50% more for 1Rs. Competitive Price comparing

with other brands.

MONEY MONEY MONEY…………………

PLACE PROMOTION

Untapped “rural market”. 160million households. Major player of economic

growth. Business of around US$ 425

million.

“Super” the name itself. Retailers are the biggest

promoters Following “Word-Of- Mouth”

Strategy. Indirect Advertisement by

others.

CONCLUSION

Success

Super Shampoo

Sachet

“Value for Money” proposition

Supported by distribution penetration

“Word-of Mouth” publicity.

More for less strategy. “Win-Win” situation.

THANK YOU