INTERNATIONAL BUSINESS

Launching of New Shampoo In India

PRASAD
AJAY
NITIN

Rohidas Patil Institute of

Management Studies
Asience Shampoo

Made in JAPAN
Now 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 Demographic
• Location – Urban • Class - Middle Middle
class & Above
Area
• Sex - Female
• Mumbai,
• Age - 15 & above
Bangalore, Delhi,
Kolkata ,Pune &
southern region
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  Above The Line

• Event Sponsorships • Neon Light

• Banners, Hoardings -
Bus stop, Railway
• Exhibition
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