Asience Shampoo

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 Geographic • Location – Urban Area • Mumbai, Bangalore, Delhi, Kolkata ,Pune & southern region

Segmentation Demographic • Class - Middle Middle class & Above - Female • Sex • Age - 15 & above

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 Stn. • Media- TV ads, Radio partners. • Internet – Ads on search engines

• Exhibition

Promotion • Gift vouchers.. • Kiosk at Offices and Malls.. • Free samples @ Colleges..

Brand Ambassador

LAUNCHING..

Event

CRM

Thank you