Sunsilk

In: Business and Management

Submitted By dhrubotara25
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SUNSILK – INNOVATIVE MARKETING STRATEGIES

1.INDUSTRY PROFILE

Shampoo in India was derived from the Hindi word ‘Champi’ meaning hair massage. Theintroduction of shampoo in India dates back to the British reign in the country. Being arecent development the growth of shampoo or rather the penetration levels of shampoo inthe India has been commendable.The shampoo market in India is estimated to be Rs 2,500-3,000 crore. The shampoomarket is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in Indiahas managed to tap users of the various segments according to their requirements and preferences.Due to the continuous efforts of the top shampoo brands in India penetration of shampoosin urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it has risen by almost 18% in the current scenario.The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in India is Hindustan Unilever Limited. The topthree most sought after brands Sunsilk, Dove and Clinic are produced by HUL. Thecompany holds a 44% market share in the Indian shampoo industry. It is said that HULearns almost 8% of its revenue from the sale of these products The other recent brand thathas taken the Indian personal care industry by storm is Pantene. Since its very inceptionthe brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene hasslowly and steadily managed to capture quite a large amount of the Indian market.Proctor and Gamble the second top shampoo brand in India holds a market share of around 25% in the Indian shampoo industry. The revenue earned from the ale of shampoos from Proctor and gamble is almost 17%.Together these two major players constitute a major part of the Indian…...

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