--- Anti Dandruff Shampoo

Market Assessment size

• Total Shampoo market – Rs. 3600 crore (Business Standard)

• Anti-dandruff segment is 22 % = 792 crores

• Head and Shoulders = 58% = 460

• Clear = 35% = 277

Clear

HnS

Others

Market Assessment Growth

• Overall, the shampoo market is growing at 14% a year. (TOI)

• Anti dandruff shampoo is one of the fastest growing category of PCP with annualise growth of 16%. (ITC Press Report Jan 1 2009. )

14%16%

Market AssessmentTrends

• Analysts say that cheaper variants of rival companies and a stronger marketing push might have led to the biggie losing market share.

• Any large company will face this issue. National positioning has its limitations in a large country such as India. Regional players have been chipping at shares of the larger players. Players like CavinKare in shampoos are giving the national players a run for their money through localization of their communication and intense regional promotions," says Anand Ramanathan of KPMG.

• The shampoo market is driven mainly by rupee one small packs, with over 90% of the rural market dominated by sachets. In cities, sachets account for about 40% of total sales. Small packs have helped in increasing penetration in rural areas where pricing plays a major role. CavinKare is more of a regional player, and is active in the south, while Dabur leverages Vatika on the 'natural' plank.

• Our market share is growing on better marketing push, launch of new variants and the growing shift in consumer preference towards natural products and benefits of natural hair care products vis-a-vis chemical-based ones. Our Vatika shampoos are positioned in the mass prestige-end of the market; they are not cheap and are at par with the likes of other premium players," says Dabur India chief operating officer VS Sitaram.

• Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes. In Contrast, shampoo bottles are more popular in the Northern markets. About 50 % of the shampoo bottles are sold in the Northern region alone. In the North, local brands such as Ayur have strong equities and these products being low priced dilute sachet’s USP of low price.

• Per Capita consumption of Shampoo in India - 13 ml, compared to Indonesia - 160 ml, Thailand - 330 ml

Trends

• New users are being added especially at the lower end of the income pyramid due to continued promotion of single-use convenient and affordable sachets.

• In urban areas, consumers are moving away from one shampoo for the whole family to one shampoo for each family member leading to high growth rates.

• New entrants have forced existing players to get defensive by launching new products, reducing prices and focusing on promotions.

Segmentation Criteria• Benefit

– Cosmetic– Herbal– Medicated– Variants can be - Anti- dandruff, Anti- hair fall, Anti- lice, Anti split ends

• Price– Mass– Value for money– Premium– Prestige/Super premium

• Distribution– Consumer– B2B

• Parent Company– Local/Regional– National– Multinational– Indian Multinational

• For example, the market for shampoo may consist of various psychographic segments described by their primary purchase motives (beauty, health, grooming), usage styles (daily, weekly, salononly), or lifestyle (frequent travelers, parents with young children, empty-nesters).

• The psychographic characteristics of the market affect not only advertising copy but also packaging (travel size, child-proof, decorator pump) and channels of distribution (supermarkets, pharmacies, specialty stores).

• SKUs– Sachets – 5ml, 7.5ml, 9ml– 90ml – 100 ml– 200 ml– 400 ml– 700 ml

• Usage Style– Daily– Weekly– Saloon

Brands

• HUL – Clear, Clinic Plus, Dove, Sunsilk• P&G – Head & Shoulders, Pantene• Dabur Vatika• Garnier Fructis• ITC – Superia, Vivel• Himalaya • JnJ Nizral• CavinKare - Nyle and Chik• Ayur

Regulatory framework

Buyer Characteristics• Frequency of shampoo usage is very low. Most consumers do not use shampoo daily as it is believed that it should

be used once or twice a week.

• Some customers use shampoo only to address a specific problem such as dandruff or hair fall and use toilet soaps regularly instead.

• Major expectations from the product are improvement in texture, manageability, soft and bouncy hair, curing and avoiding damage to hair.

• Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance

• Consumers attribute lathering to the act of cleaning

• Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair

• An Indian needs more shampoo for a proper wash (average 6 ml) compared to 4 ml needed in Western countries as most Indian women have long hair

• Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits

• People test different shampoos available in market during winters to get rid of dandruff as dryness increases and so sales also increase.

• To remove dandruff one should leave the shampoo on scalp for more than 2 mins.

Positioning of brands• Dabur Vatika master brand for natural healthcare products for premium personal care. • Garnier Fructis is biofriendly super-premium shampoo that guarantees a flake-free scalp for

48 hours with pleasant scents. • Clinic Plus guarantees constant care to fulfill eternal desire to achieve consistently longer

and stronger hair for both mother and daughter while removing dandruff. • Clear guarantees dual benefit of removal of dandruff and fabulous looking hair post-wash.• Dove promises dandruff-free hair that is soft and smooth and prevents it from drying after

washing.• Sunsilk promises 20 something girls dandruff-free hair that isn’t damaged after wash with

the endorsement of world’s best hair experts. • Head n Shoulders is an anti-dandruff specialist which has multiple variants dedicated to

fighting dandruff and its various symptoms.• Pantene provides shampoo plus conditioner combination to fight dandruff while keeping hair

clean and fresh with the reassurance of celebrities. • Vivel has a youth and style oriented approach and provides multiple benefits including

nourishment and moisturization besides promising greater value for money. • Himalaya provides herbal ingredients to relieve ill-effects of dandruff without damaging hair.

• Ayur restores pH balance as a means to fight dandruff while keeping hair soft.

Where are we today? What is the problem?

• HUL– Clear – Clinic Plus – Dove – Sunsilk

• P&G– Head n Shoulders – Pantene

• Dabur Vatika• ITC Vivel• Garnier Fructis• Himalaya

Clear – Where we are/Current positioning/Activities

• Repositioned as Clear from ‘Clinic All Clear’• Unification with Unilever as global brand• Youthful, trendy, sheek, fresh, confident• Positioning changed to ‘fabulous looking hair’• Brand ambassadors Bipasha, John to reinforce new image• License to wear black with Asin, Shahid Kapoor• Tie up with Fame Gurukul on confidence platform• Direct contact viral microsite about movie-making while interacting

with opposite sex• Internet advertising during Christmas and New Year on platform

dare to wear black, dho dala• Contest/promotion date with Shahid• Job talent hunt• Website videos promotions

Suggestions for Clear

• Creative messaging improvement

• Brand experience

• Reinforcement to aid recall

• Packaging highly influential – point of purchase, merchandising, outdoor

Marketing Objective

• Market Share – 37 % of total sales in 2011-12 assuming (at 16% growth 920 cr) = 335 cr

• Growth rate of 20 % in own sales

• Packaging improvement

COMMUNICATION OBJECTIVE

• Brand experience through activation, online

• Reinforce through outdoor, direct mailers, merchandising, pop displays,

• Creative messaging improvement – focus on what benefit can deliver, differentiating ad from others.

Consumer Segmentation

• Shampoo for basic usage

• Shampoo for beauty and grooming

• Shampoo for daily usage, healthy hair

Demographics

• Age : 16 – 45

• SEC : A, B, C, D

• Education : Literate +

• Occupation : N.A.

• MHI : Rs. 7000 +

• Location : Metros, Mini Metros, Class I/II/III

• Gender : Male/Female

Alternate Brand Plan

Media (contd.)

• Television – 60%

• Print – 20 %

• Outdoor – 10 %

• Digital – 10%– Online– Other multi media

• Television – GECs –Star Plus, Sony, Colors, NDTV Imagine, Zee, Youth entertainment (MTV, V)

• Print – TOI, HT• Magazine – Femina, StarDust, Grah

Shobha• Outdoor – everything• Online – website, facebook, twitter, orkut,

monster.com, naukri.com, shaadi.com

The rest

• IM– 2

• Activation (event)– 1

• Consumer promotion– 1 scheme / display

• CRM– 1

Head n Shoulders

• ZPT formula which has anti-fungal properties as its diffrentiator

• Brand ambassadors Kareena Kapoor, Preity Zinta, Saif promising unbeatable results with no compromise.

• Helps you get closer to the special person in your life. • Safe, strong, reassuring• Introduced new variants menthol, aloe vera• 5 probs of dandruff- itchy, flaky, dry, oily, irritation• Shift from speciality to combo products• Shiksha secure your child’s future programme

Clinic Plus

• The largest selling Shampoo brand in India.

• The most widely distributed Shampoo brand in India

• It is available in three variants» Clinic Plus Strong and Long Health Shampoo» Clinic Plus Strong and Long Anti-Dandruff

Shampoo» Clinic Plus Strong and Long Natural Shampoo

Roll-out plan

• Priority markets– All states EXCEPTING 7 NE STATES AND

J&K

• May, June, July

• November, December, January