SHAMPOO STP ANALYSIS
SUBMITTED TO:
SUBMITTED BY:
Prof. Mahesh Soni
Gagan Singh
Shishir Jain
Vineet Kumar
SHAMPOO
For the purpose of stp analysis of shampoo we have chosen company named
Hindustan Unilever Limited.
Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer
Goods Company, touching the lives of two out of three Indians with over 20
distinct categories in Home & Personal Care Products and Foods & Beverages.
The company was renamed in late June 2007 to "Hindustan Unilever Limited, to
provide the optimum balance between maintaining heritage of the company and
future benefits.
HUL holds 100 factories across India for manufacturing its diverse product range.
Segmentation:
HUL is the largest FMCG company. HULs products are now in 2 hands out
of 3 hands of India.
The customer of HUL products is every one. Starting with child, youth to
old age as well.
Women are fond of the product of HUL. All product are available for
womens needs & desires
So, HUL is targeting as a whole for its product.
HUL HAIR CARE
STP OF SUNSILK
SEGMENTATION
Demographic
Age : young age mostly youth
Gender : female
Religion : all
Marital status : single or young mother
Occupation : young working women
Income : middle and upper middle class
Social Grade
B middle class
C1 lower middle class
TARGETING
The target market of Sunsilk Shampoo for Iron Heated Hair is young aged
women who likes to make up their hair with iron heated hair stylist. Those who are
active, dynamic and simple but still conscious of their need to be beautiful. It has
been designed to keep the hair healthy and beautiful, though this kind of attitude
has become their lifestyle.
POSITIONING
Sunsilk Shampoo for Iron Heated Hair provides real solution to modern womens
lifestyle
Sunsilk was launched in1964, is the largest beauty shampoo brand in the country.
Positioned as the 'Hair Expert', Sunsilk has identified different hair needs and
offers the consumer a shampoo that gives her the desired results.
The benefits are more compelling and relevant since the variants are harmonised in
terms of the product mix - fragrance, colour and ingredients are all well linked to
cue the overall synergy. The range comes in premium packaging and design. The
accent is on "It knows you, and hence knows exactly what your hair needs".
Sunsilk encourages young women in India to live for today. Sunsilk helps you
transform the beauty of your hair instantly because LIFE CAN'T WAIT!!
STP OF CLINIC PLUS
SEGMENTATION
Demographic
Age : from youth to adult age but mostly youth
Gender : both male and female
Religion : all
Income : middle and upper middle class
Social Grade
all grade of the society from middle class to higher end class
Geographical Segmentation
Urban market and Rural Market
Clinic all clear are high quality ranges of shampoos for the upper-mid and midmarket consumer segments. As these segments mostly prevail in urban areas vivel
was losing a greater share of markets. So the new strategy will be to capture the
rural untapped market which accounts for 20% of shampoo sold in the country .
Why rural market ?
Half the national income is generated in the Rural India.
2/3rd of the population lives here.
A World Of Opportunities and Challenges
Traditional Outlook
Large and Scattered market
Major income from Agriculture
Target Audience
Clinic all clear is a high quality range of shampoos which were created keeping
the following target audience in mind:
Upper middle class
Middle class and house wives
Upper class rural consumers
Teenagers.
Lower Middle Class
Semi Rural
Positioning
Anti dandruff shampoo.
Clinic Plus Health shampoo was launched in India in the year 1987. It is
India's largest selling shampoo, offering the five most important hair health
benefits: strengthens weak hair, prevents hair breakage, softens rough dry
hair, shine for thick and healthy hair, and contains anti-dandruff ingredient.
The franchise also includes Clinic All Clear Total, first introduced in 1996. It
is a dual shampoo it not only fights the last dandruff flake, but also adds
back lost nutrients to make hair healthy and beautiful. Clinic All Clear Total
is a dandruff solution for everyday use.
DOVE SHAMPOO STP
SEGMENTATION
Demographic
Age : from youth to adult
Gender : both male and female
Religion : all
Income : upper middle class and high end class
Social Grade
it is basically a premium brand catering to the needs of high end class
TARGETTING
DOVE is a high quality range of shampoos which were created keeping the
following target audience in mind:
Upper middle class
Upper Middle class and house wives
Upper class consumers
Teenagers.
Premium class and luxury class
POSITIONING
Dove has been postioned as a product fulfilling the needs of high end consumer
class. Dove Became Indias Largest Premium Shampoo Brand within the launch of
1 year. HUL is upgrading Dove time to time to meet customer needs e.g. Dove
Daily, Dove Dry Therapy, Dove Breakage Therapy & so on
STP OF CLINIC ALL CLEAR
SEGMENTATION
Demographic
Age : from youth to adult
Gender : mainly male segment
Religion : all
Income : upper middle class and high end class
Social Grade
it is basically a premium brand catering to the needs of high end class who want
to fulfill the desire of anti dandruff needs
TARGETTING
CLINIC ALL CLEAR is a high quality range of shampoos which were created
keeping the following target audience in mind:
Upper middle class
Upper Middle class and house wives
Upper class consumers
Teenagers.
Premium class and luxury class
POSITIONING
CLINIC ALL CLEAR has been positioned as the anti dandruff shampoo to attract
the youth towards the styling needs with male celebrity and endorser. It has a
strong tag line of:
New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair
feeling fabulous
