19-01-2013, 02:55 PM
Shampoo Industry
Shampoo Industr.ppt (Size: 399.5 KB / Downloads: 62)
What is FMCG ?
FMCG refers to consumer non-durable goods required for daily or frequent use. Typically, a consumer buys these goods at least once a month.
FMCG Products
Detergents
Toilet soaps
Toothpaste
Shampoos
Creams
Powders
Food products
Confectioneries
Beverages
Cigarettes
Typical Characteristics of FMCG products
Individual products are of small value. But, all FMCG products put together account for a significant part of the consumer’s budget
The consumer keeps limited inventory of these products and prefers to purchase them frequently, as and when required
Many of these products are perishable
The consumer spends little time on the purchase decision. Rarely does he / she look for technical specifications ( in contrast to industrial goods )
Brand loyalties or recommendations of reliable retailer / dealer drive purchase decision
Trial of a new product i.e brand switching is often induced by heavy advertisement, recommendations of the retailer or neighbors / friends.
Hair Care Category in India
There are 5 main products
Hair Oil
Shampoo / Conditioners
Styling products
Herbal Remedies
Hair Dyes / colors
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
Hair Care Facts
The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc
Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair
Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care
Some consumers use natural conditioning agents such as henna
About 50% of consumers use ordinary toilet soaps to wash their hair
About 15 % of consumers use toilet soaps as well as shampoo for cleaning their hair
Evolution of Shampoo in India
HLL undisputed leader from the early 90’s
Sunsilk launched in 1964 ( General Shampoo platform )
Clinic Plus launched in 1971 ( Family, health shampoo platform )
Clinic All Clear launched in 1987 ( Therapeutic AD Shampoo )
Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty platform ) with Sachet SKU
HLL Goes rural with Sachet
Clinic Active launched in 1991 ( with Pro Vitamin B - health platform )
Sunsilk re-positioned and re-launched in 1994 ( Nutracare) - Pink for dry hair, yellow for normal hair, green for oily hair and black for long hair