SUPER SHAMPOO PRODUCTS AND

THE INDIAN MASS MARKET

What are the category beliefs among the

users of shampoo?

Lifestyle, Practices and Alternatives

Family orientation is extremely important to the Indian consumer as shown in (Exhibit 7).
This encompasses their extended family and friends.

For examples, when asked about the individual their descriptions conveyed an identity that
entailed family and as regular television viewers this was done typically with family at nights.
Exhibit 9 (page 17) revealed that 37 % of consumers chose a particular brand of shampoo
recommended by a friend or neighbour.

The survey in Exhibit 9 revealed that although 96 % of consumers learned about shampoos
through television advertisements and favored and used the Clinic plus brand, 71 % of users
still used alternatives to shampoos such as the Shikakai, an herbal powder accounting for
67% of respondents and the other 37% using Soap.

What are the category beliefs among the

users of shampoo?

Income, Affordability and Perception

Income, value and perceived benefits are usually believed to be the basis for a traditional Indian
consumers purchase.

However, given the heightened awareness of shampoo brands through media endeavors, these risk
averse consumers have become more accepting and inclined to spending a little more for that perceived
benefit of hair shine, strength and lustre and the fulfillment that could be received from their use.

Exhibit 9 (page 17), shows consumers disagree that shampoo is very expensive although they are still
being conscious of their spending habits.

What are the category beliefs among the

users of shampoo?
Brand

Communication

Exhibit 7 (page 12), captured the media habits of the respondents. Although most television viewing was done
mainly for entertainment purposes, the attention of audience was also captured through their interest in the
importance of their familys well-being such as health and fitness. Also, the fact that individuals were problem
solvers, heightening the attention awareness where issues such as correct certain problem, for example hair fall.

India met the shampoo brands through television advertisements, while radio and print accounts for 18 % and 15
% of penetration respectively.

Exhibit 9 (page 16 - 17) shows that 96% of those consumers learned about shampoo through television and 51%
saw the brand on Television and liked it.

What are the cognitive beliefs on the three

brands of shampoos? (What are those
advertising elements that, match with the
cognitive beliefs?)

Clinic Plus

Clinic Plus is a cosmetic shampoo brand that is targeted at low-income users, particularly those in the
semi-urban and rural areas.

Clinic Plus positions itself as a Family Value and Health Foundation brand and it is evident that this
positioning strategy was effective as most consumers were in agreement, with a score of 3.6, (Page 18,
Exhibit 10).

The brand also promises to solve hair fall out while providing lustre, shine and strength. The advertising
elements that match with these cognitive beliefs are the ad illustrating a mother and daughter as well as
the ad focusing on preventing hair fallout.

What are the cognitive beliefs on the three

brands of shampoos? (What are those
advertising elements that, match with the
cognitive beliefs?)

Head and Shoulders

Head and Shoulders is an anti-dandruff brand of shampoo approved by dermatologists and endorsed by
celebrities.

It is priced in the premium tier and targeted to customers who are seeking an anti-dandruff solution.
It is apparent that consumers perceive the brand as the leading anti-dandruff solution, as it received the
highest rating for the prevention of dandruff among the three brands.

The advertising elements that match with these cognitive beliefs are providing assurance through
science by using a high percentage of 95% to support the claim of reduced hair fallout and believability
due to 9/10 dermatologists recommending the brand.

What are the cognitive beliefs on the three

brands of shampoos? (What are those
advertising elements that, match with the
cognitive beliefs?)

Chik

Chik is a cosmetic shampoo brand that is priced in the popular/economic tier and is targeted to lowincome consumers in the semi-urban and rural areas.

Chik promises soft, nourished, beautiful hair for the confidant Indian woman. The brand received a 3.8
for both keeping customers hair healthy and strong and keeping their hair untangled and smooth
(Exhibit 12, Page 20).

This illustrates that consumers knowledge of the brand is in line with how the brand has positioned
itself. The advertising elements that match with these cognitive beliefs are the ads portraying hair that is
soft, nourished, free of tangles and beautiful all the time.

What are the cognitive beliefs on the three

brands of shampoos? (What are those
advertising elements that, match with the
Similarities among Clinic Plus,
Head and Shoulders
and Chik
cognitive
beliefs?)

Customers strongly agreed that all three brands prevented dandruff, made hair smell fresh, had a great fragrance and
keeps hair healthy and strong with score ranging from 3.8 to 4.0 along these categories.

Most customers also stated that they will ask friends or neighbours about this brand, with scores ranging from 3.7 to 3.9.
Customers perception among the three brands where neutral in the categories of the shampoos having a lot of chemicals,
not being different from any other shampoo, being used by celebrities, allowing customers to feel free and unworried,
making customers feel in control, making customers feel refreshed and revived and making them feel like everyones
eyes are on them.

Responses were also neutral when consumers were asked if the person advertising the product reminded them of
themselves. Customers disagreed when asked if all three brands were expensive, is for persons with long hair, is a brand
for those who are in the outdoors, is a brand for youngsters, should be used for special occasions and when asked if it
reminds them of their childhood.

What are the cognitive beliefs on the three

brands of shampoos? (What are those
advertising elements that, match with the
cognitive beliefs?)

Differences among Clinic Plus, Head and Shoulders and Chik

Discrepancies could be seen among the three brands when respondents were asked if the shampoo is
recommended by hair experts with Head and Shoulders receiving higher scores than Clinic Plus and
Chik in the category.

Chik received higher scores than Head and Shoulders and Clinic Plus in the category of keeping hair
untangled and smooth,

While Clinic Plus received higher scores than Head and Shoulder and Chik in the category of the brand
being a brand for the family, making customers look beautiful and feeling confident.

It is apparent that the positioning strategy of the three brands were effective, as each brand scored the
highest based on the benefits they advertised.

What are the affective aspects reflected by

advertisements of the three brands of shampoo ?

Clinic Plus

The Clinic Plus brands advertisements focusses on the affective aspects of happiness, freedom to explore and
confidence.

In Storyboard 1, page 9, the ad highlights the ability of the young girl to play on the cricket team with the boys
in her age group. This assurance gives the daughter the confidence to go out and play well and drive her team
to victory. The result is a happy child and a proud mother.

In Storyboard 2, also on page 9, the young girl is able to return to the playground and be fully confident that
she can play and enjoy herself without having to worry about her hair breaking. This happens after her mother
gives her Clinic Plus which keeps her hair lustrous and strong. The mother also encourages her daughter to go
out and take on the boys in the field

What are the affective aspects reflected by

advertisements of the three brands of shampoo ?

Head & Shoulders

The Head & Shoulders brands advertisements reflect the aspects of attractiveness and renewal.

The ad in Storyboard 1, page 10, shows an attractive young woman who is examining her breaking hear in while she
combs.. The ads voiceover which states that Head & Shoulders shampoo reduces hair fall by 95 per cent based on
American Testing center results. In so doing the ad seeks to highlight the benefits or protecting ones attractiveness by
maintaining or renewing the integrity of ones hair.

The Head & Shoulders questionnaire number 4 on page 19 relating to the shampoo keeping hair looking healthy and strong
is an indication that the ad has had some success as the mean response to the statement is 3.8 suggesting overall agreement
by respondents.

Storyboard 2 also on page 10 also focuses on the renewal capabilities of Head & Shoulders. It also uses expert to endorse
the brands capabilities. This aspect of the advertising seems also to resonate well with respondents to the questionnaire on
page 19 and there was a 3.8 mean response to the statement that the brand was recommended by experts.

What are the affective aspects reflected by

advertisements of the three brands of shampoo ?

Chik

The Chik brands advertisements reflect the affective aspects of confidence and relaxed.

Storyboard 1, page 11, puts forward a Chik user who is unfazed by the elements as she is confident
whatever the wind throws her way, her hair will be able to manage and return to looking its best without
any fuss. This aspect of the advertising seems also to resonate well with respondents to the questionnaire
on page 20 and there was a 3.8 mean response to the statement that Chik keeps hair untangled and smooth.

Storyboard 2 also on page 11 also focuses on the relaxed nature of Chik users and shows another Chik user
who is quite composed after her hair gets blow by a passing train. A male onlooker observes as she calmly
puts it back in shape. This young professional woman, who is an influencer herself for other women who
for that level to be able to contribute to their own financial wellbeing, acts as an example and motivator to
the stay at home women who were involved in the study.

How can the theory of reasoned action model be

applied to each brand? Are there gaps that can be
found with regard to each brand?

The Theory of Reasoned Action (TRA) is a model for the prediction of behavioural intention, spanning
predications of attitude and predictions of behaviour (Schiffman & Wisenblit, 2015)

It can be theorized from the TRA model that people make conscious choices based on two factors:

How strongly they perceive the benefits that will lead to a positive outcome

The social norms, risks and rewards associated with their choice

The theory of reasoned action can be applied to each brand by looking at the personal beliefs and behaviour
towards the brands as well as the subjective norms and the customers willingness/unwillingness to buy to
product.

The subjective norms incorporate the customers perception of how others view the behaviour and the
individual motivations to comply with social convention as to which brand they should buy.

How can the theory of reasoned action model be

applied to each brand? Are there gaps that can be
found with regard to each brand?

Clinic Plus is especially targeted to low income users who are predominately of a lesser income levels.

The shampoo is positioned as a Family Value and Health Foundation which helps to solve the problem of hair loss
while providing lustre, shine and strength.

Based on the case it can be deduced that Indian consumers have a high degree of family orientation and brands that
identifies and supports family values tends to be popular and accepted easily in the Indian market.

Head

& Shoulders is an anti-dandruff shampoo, it is a part of the fastest

growing segment in the anti-dandruff market and is priced in the premium tier.
Based

on the case head and shoulders shampoo would be the only be purchased if and

when a consumer is having a dandruff issue, and because it is the leading antidandruff shampoo in the market.

How can the theory of reasoned action model be

applied to each brand? Are there gaps that can be
found with regard to each brand?

Chik Shampoo is targeted and priced to low income consumers (sub-urban and rural).

It is economical and promises soft, beautiful and nourished hair for the confident Indian woman.

Based on the case the sub-urban and rural consumers are mainly at a disadvantage in the shampoo products that
they choose to purchase and use because of the influence of retailers and the brands that they choose to sell.

Based on the case the following can be predicted about consumers for each brand using the TRA:
Brand Predictions
Clinic Plus

will definitely buy this product

Head & Shoulders

Chik Shampoo

may or may not buy this product

might not buy this product

Based on the analysis, how can a new brand be

launched?

Positioning the Brand:

The Super Shampoo brand has to be positioned as an herbal based product that offers the identical
benefits of the Shikakai herbal powder and Anti-dandruff combined. Given that these were the
missing elements of a complete shampoo.

Brand communication has to be heightened, conveying these benefits making a comparison in price
regarding buying individual products as opposed to a all-in-one shampoo at an affordable price.

Positioning should also create and reiterate the harmful effects of other brands and soaps inevitably
leading to hair fall, the consumers main problem

Based on the analysis, how can a new brand be

launched?
Based on the survey conducted, Super Shampoo should adapt the following 4Ps of marketing.

Product

Super shampoo should have Shikakai component

Super shampoo should have Anti-dandruff properties

Super shampoo should be constituted to produce much more foam

The Shampoo should be available in both small and medium packaging , colourful and attractive to the eye

Place

Super Shampoo should be made available at retailers in the village.

Distribution of the product should also be carried out in village mandis (markets), haats (rural shopping events)
and melas (fairs).

Super Shampoo should also be made available in urban shops in close proximity as rural and semi-urban
consumers also purchase from these shops.

Based on the analysis, how can a new brand be

launched?

Promotion

Samples of Super Shampoo should be handed out in retail stores and at village mandis, haats and melas.

The product should be heavily promoted on television, particularly mid-morning and at nights.

Word of mouth marketing should also be employed.

Pricing

Affordability is a key driver in rural India and as such the sachets needs to be carefully priced. The price of Super
Shampoo should be lower than the sachets of branded shampoos to appeal to customers.

Super Shampoo should employ a more for less strategy where customers receive a slightly larger sachet at a lower price

Bundle pricing should also be used where customers receive a discount for purchasing multiple sachets.

thankyou.