Shampoo Market Research
description
Transcript of Shampoo Market Research
Date: 16th November,2009
Presentation contains
Introduction of FMCG Products Brief history and forecast of FMCG markets and products Introduction of Shampoos products Hair Care Category of India Brief history of Shampoo market in India Marketing mix techniques use in project Market Research techniques use in project Shampoo market in Ahmedabad SWOR analysis of Shampoo Launching new Brand Work evidence
What is FMCG
FMCG means Fast moving consumers goods available in market as per the daily demand of the consumers.
It includes: Eatable items & Non eatable items
Characteristics of FMCG -
CNDMany of these products are perishable
These products cater to necessities, comforts as well as luxuries
They meet the demands of the entire cross section of population
Price and income elasticity of demand varies across products and consumers .
Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision.
Run by increasingly sophisticated and highly organized groups.
FMCG – Evolution1950’s-80’s – Low Investment in the sector
Low purchasing powerGovt’s emphasis on small scale sectorHLL and other company’s urbane focus
Post liberalizationEntry of MNCsFocus shifted to getting to rural consumer firstOthers, like Nestle, remained with the urban populationLatest fad to hit the market is the ‘sachet’ bug.
Mushrooming of regional brandsNirma enters and changes the focus to ‘Value for Money’ in the 70’s Post liberalization, Jyothi Laboratories, ‘Ghari’ Detergent and ‘Anchor’ toothpaste giving the nation-wide brands a run for their money.
Forecast 2010
Rural and semi-urbano128 million population thrice the urbanoMarket size growth from 48k to 100k Crores (Growth of 50% at 10%CAGR)oIncrease penetration from the current less than 1%oProblems in the rural sector
Low per capita disposable incomesLarge number of daily wage earnersAcute dependence on vagaries of monsoonSeasonal consumptionPoor infrastructure – roads and power supply
UrbanoMarket 16.5k to 35k Crores (Growth of 100% at 20%CAGR)oIntense competition – severe pressure on margins – Focus on newer products, such as fruit juices
Source: Assocham Report ‘Future Prospects of FMCG’
Hair Care Category in India
5 main products ShampoosStyling products Herbal Remedies Hair Dyes / colors Hair Oil
Shampoos
Did you know, that the word Shampoo is derived from the Hindi word “Champi”.
Remember Johnny Walker’s famous song - Meri Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish.
The British loved the massage so much, they started calling Champi as Shampoo
Types of Shampoos
Top Shampoo Brands in India
Top companies of shampoo in India
Marketing Mix techniques we
use in our Project
Market research techniques
use in our project
Sample Size: 40 People of Ahmedabad different areas, - 10 Women unmarried - 10 women married - 10 men unmarried - 10 men married
Economy groups include: A1, A2, B1, B2, C1, C2, D1, D2, E1, E2
Malls survey: 4 malls cover
Retail Outlets survey: 10 retail outlets
Parlors Survey: 4 Famous Parlors (Lekme, Jawed Habbib, Oriflamme, Belleza
Survey type: Fill up questioners -Door to door, interviewing, outlets research , outside etc
Shampoo market consumption
pattern in Ahmedabad
Economy class vise consumption
Monthly Budget allocation behind shampoo and
conditioner for nuclear family [4 member] ( hair
products)
Purchase from
Malls 20%
Agencies a5%
Sham
poo
STRENGTHS:
1. Low operational costs
2. Presence of established distribution networks in both urban and rural areas
3. Presence of well-known brands in FMCG-& there by in CND sector.4. Increase in the income level of the consumer.
5. Availability of in many places in verity
WEAKNESSES: 1.Lower scope of investing in technology and achieving economies of scale, especially in small sectors.
2.Low exports levels.
1.Education in rural Market.
1.Pilferage
1. So many products
2. Availability of Product in every sectors not possible
OPPORTUNITIES
1. Untapped rural market
2. Rising income levels, i.e. increase in purchasing power of consumers & increase in the demand.
3. Large domestic market- a population of over one billion.
4. Export potential
5. High consumer goods spending
THREATS:
1.Removal of import restrictions resulting in replacing of domestic brands
1.Slowdown in rural demand
2.New entrants.
3.spurious goods and illegal foreign imports.
4.Low infrastructure.
Basic information regarding the
product
Thank you