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