Super Shampoo's Success

1. Super Shampooreview by A.Arputha Selvaraj

2. Introduction
 Suresh Venkataraman a successful marketer in
Southern part of India.
 He was Fascinated by the power of consumer
products in “ Rural Market”.
 He decided to launch a new cosmetic product with a
brand named “Super Shampoo”
 He wanted to make this brand successful but with
limited fund.

3. FMCG Facts In India
Household Care Laundry, Soaps &
detergents, floor
cleaners etc.
Personal Care Oral care(tooth
paste/tooth powder
& tooth brushes),
Hair Care(hair oil,
Shampoo)etc.
Food & Beverages Cereals, Bakery
products, tea,
coffee, dairy
products.

4. Targetting segment population
Emerging INDIA
 Targetting 101.1 ( Low cost
categery with untapped
market scope )
 Want more for less money.
Income Per Year Households (in
Millions)
Less than Rs 90,000 101.1
Rs 90,000-Rs
200,000
91.3
Rs 200,000-Rs Rs
500,000
10.8
Rs 500,000-Rs
1,000,000
2.4
More than Rs
1,000,000
1.2
Source: "The Marketing Whitebook," BusinessWorld, 2007-08

5. Power of “S”
 Invention of sachets
“revolutionized “ the
FMCG market.
 It opened B2C untapped
market in rural areas.
 Unaffordable products became
affordable for common people.
 Luxury comes in “Sachets”.
 Reduced overall cost.

6. Market Leader In Hair Care
Clinic Plus; 39%
Head & Shoulder; 22%
Chik; 31%
Sunsilk; 3%Clinic All Clear; 3%Pantene; 1% Other; 1%
Brands Used

7. POLITICAL
1. Transportation and infrastructure
development in rural areas helps in
distribution network.
2. SEZ policies in rural
areas
ECONOMICAL
1. The FMCG sector is a 4th largest
sector of Indian
SOCIAL
1. Rural employment
2. Volume-driven growth in rural
market.
3. Major young population can increase
revenue .
TECHNOLOGICAL
1. Technology has been simplified and
available in the industry.
2. Foreign players helps in high
technological development.
PEST
Affecting Factors

8. STRENGHTS
1. Low operational costs
2. Established distribution networks in
both urban and rural areas.
3. Presence of well-known brands in
FMCG sector.
WEAKNESS
1. Lower scope of investing in
technology and achieving economies of
scale.
2. Low exports levels
3. Counterfeit Products.
OPPORTUNITIES
1. Untapped rural market
2. Rising income levels
3. Large domestic market-.
4. High consumer goods spending
THREATS
1. Slowdown in rural demand
2. Tax and regulatory structure
SWOT
Analysis

9. Product Price
Place Promotion
Packaging
Analysis of 4P’s

10. WHY SUPER Shampoo?
Product Price
 Super shampoo will be based
on “Shikakai”.
 Characteristics of producing
more foam.
 Jasmine Essence
 1Rs shampoo to target lower
income group.
 “More for Less” Strategy.
 50% more for 1Rs.
 Competitive Price comparing
with other brands.

11. Money money money…………………
Place Promotion
 Untapped “rural market”.
 160million households.
 Major player of economic
growth.
 Business of around US$ 425
million.
 “Super” the name itself.
 Retailers are the biggest
promoters
 Following “Word-Of- Mouth”
Strategy.
 Indirect Advertisement by
others.

12. Success
Super
Shampoo
Sachet
Conclusion
 “Value for Money”
proposition
 Supported by distribution
penetration
 “Word-of Mouth”
publicity.
 More for less strategy.
 “Win-Win” situation.

13. Thank You