1. Research for Managerial
Decision.
Product – SHAMPOO.

2. Product – SHAMPOO.
• Tressemme (Target Product)
• Sunsilk
• Head & Shoulder
• Pantene.
• Other.(recommended by
consumers)

3. Market Research Objective.
*To find out:
• Which is the most commonly used shampoo in
Mumbai & Pune?
• What influences people to buy a particular brand?
• What is the penetration level of surf in the market?
• To identify customer needs?
*Sample size = 50 respondents, 25 in Mumbai and 25 in
Pune.

4. Brands Mumbai Pune
Tressemme 5 4
Sunsilk 8 9
Pantene 5 4
Head & Shoulder 4 6
others 3 2
Tressemme Awareness(from sample size.)
*In others most common were Dove and Clean & Clear.

5. Brand Price.
Tressemme 60-250
Sunsilk 90 - 300
Pantene 80 - 170
Head & Shoulder 60-350
Clinic Plus 80-200

6. Tressemme. – Product Range.
(*) Market are preferred by consumers.
• Gentle Cleansing.
• *Moisturizing.
• *Color protection.
• Strength and smoothing.
• Deep cleansing.

7. Pantene – Product Range.
• Total Damage care.
• *Total Hair Fall.
• *Silky smooth care.
• *Anti dandruff.
• Long Black.

8. Sunsilk – Product range.
• Black Shine.
• Lusciously Thick and Long.
• *Anti-dandruff Solution.
• *Hair Fall solution.
• *Soft and Smooth.

9. Market share.
Sunsilk
58%
Pantene
23%
Tresemme
10%
Clinic Plus
9%

10. Product category wise Market share.
sunsilk
59%
Tressemme
12%
Clinic plus
19%
Pantene
10%
Anti-dandruff shampoo

11. Product category wise Market share.
58%23%
10%
9%
Hair- Repair damage
Pantene Sunsilk Tressemme Clinic plus

12. Product category wise Market share.
58%23%
10%
9%
Sales
Sunsilk Pantene Clinic Plus Tressemme

13. Survey Results, Question wise rating.
Q1.) Do you shampoo your hair?
Yes No.
*If No then please skip to question no – 13.
Q2.) Do you use Tressemme shampoo?
Yes. No.
*If No then skip to question no – 7.
Q3.) Which product of Tressemme do you use?
Gentle cleansing moisturizing
smoothing Anti-dandruff
color protection deep cleansing.

14. 0
1
2
3
4
5
6
7
8
9
10
Q1 Q2
Yes
No
For Q3, 12 people choosed Anti-dandruff, 8 people choosed Smooth
& stregth, rest 5 people choosed Deep cleansing.

15. Q7.) Why not Tressemme?
Pricing Schemes compared to other brands
Quality. Other (specify_____________)
Q8.) Which other shampoo brand do you use?
Sunsilk Head & Shoulder Clinic plus
Pantene Other (specify______________)
Q9.) What influences you to buy your preferred brand?
Friends Self-expense
Advertisements Other (specify_______)

16. Pricing
58%
Scheme
s
compar
ed to
other…
Quality
10%
Other
9%
Why Not Tressemme?
58%23%
10% 9%
Other brands Preferred
Sunsilk Pantene
Head & Shoulder Clinic plus
58%23%
10%
9%
Influences.
Self-expense
Advertisment
s
Friends
Others

17. Q10.) You prefer shampoo in?
Sachets 250 Ml. 500 Ml.
Q11.) Most preferred Shampoo amongst people
you know?
Sunsilk Clean & Clear
Pantene Other (specify_________)
0
2
4
6
8
10
12
14
Quantity preferred
People
Sunsilk
58%
Pantene
23%
Head &
Shoulde
r
10%
Tresse
mme
9%
Brands famous
Among people

18. Gender: Male Female.
Age group: <25 25-35 35 – 50
>50.
Income Group (PM):
> 20000 20000-30000
30000-40000 < 40000.
60%
40%
Gender
Male Female
58%23%
10%
9%
Age group
<25
25-35
35-50
>50

19. After Research Recommendations.
• Of the sub-brands, Sunsilk and Head & shoulder was
the most recognized, so the company needs to do
more promotions and create awareness about the
product.
• If possible, pricing should be reviewed for different
category of product. Many customers are citing it as a
negative factor.
• Customers more prefer shampoo in sachets, company
should make product available in sachets also.

20. • More schemes should be introduced to attract
non-users.
• Advertising should be introduces to attract non-
users.
• Advertising standard should be maintained as
advertisements have contributed immensely to
the awareness level and usage of the product.

21. THANK YOU.
Research done by-
• Akib Siddiqui