Case Study Super Shampoo 3rd DRAFT
Case Study: Indian Super Shampoo
QUESTION 1:
What are the category beliefs among non-users of shampoo? (Pages 16 &17 Exhibit 9)
Based on analysis of the Indian mass market, it was discovered that among non-users of shampoo, most users washed their hair infrequently. This is against the backdrop that 48% of respondents wash their hair only once per week while 43% twice. The shampoo category questionnaire revealed that most persons did not use Shampoo to wash their hair, but used other products such as Shikakai or soap. It should be noted that 24% of the respondents uses shampoo.
While rural India was considered to be a significantly ‘dark’ media market, with only 38% TV penetration (Pg.4), this medium plays a significant role in creating the need for and increasing shampoo usage with 96% (Pg.16; Exhibit 9, item 3) of respondents indicating that they gained awareness of shampoo via TV advertisement; TV also influences consumers to purchase a particular brand of shampoo; which represents 51% (Pg. 17; Exhibit 9, item 9). Based on the research data collected, it was clear that the Clinic Plus and Chik Shampoo brands were well known by most of the respondents, as they indicated that they were aware of and have actually used these products (93% & 61% and 76%& 49%) respectively; see Pg. 16; Exhibit 9 item 4 & 6. Also, 75% (Pg.16; Exhibit 9, item 7) of the respondents indicated that they have seen advertisements for Clinic Plus; 47% (Pg.16; Exhibit 9, item 7) Head & Shoulders and 59% (Pg.16; Exhibit 9, item 7) Chik. On the contrary, we can see that the Clinic All Clear, Pantene and Meera brands are the least known and used shampoo brands in India. Also, the Rejoice, Nyle, Ayur, Vatika or Dove shampoo brands were not known by any of the respondents as they indicated that, they have neither seen an advertisement heard about or used any of these products. However, 99% (Pg.17; Exhibit 9, item 8) of respondents indicated that they used shampoo sachets as opposed to
QUESTION 1:
What are the category beliefs among non-users of shampoo? (Pages 16 &17 Exhibit 9)
Based on analysis of the Indian mass market, it was discovered that among non-users of shampoo, most users washed their hair infrequently. This is against the backdrop that 48% of respondents wash their hair only once per week while 43% twice. The shampoo category questionnaire revealed that most persons did not use Shampoo to wash their hair, but used other products such as Shikakai or soap. It should be noted that 24% of the respondents uses shampoo.
While rural India was considered to be a significantly ‘dark’ media market, with only 38% TV penetration (Pg.4), this medium plays a significant role in creating the need for and increasing shampoo usage with 96% (Pg.16; Exhibit 9, item 3) of respondents indicating that they gained awareness of shampoo via TV advertisement; TV also influences consumers to purchase a particular brand of shampoo; which represents 51% (Pg. 17; Exhibit 9, item 9). Based on the research data collected, it was clear that the Clinic Plus and Chik Shampoo brands were well known by most of the respondents, as they indicated that they were aware of and have actually used these products (93% & 61% and 76%& 49%) respectively; see Pg. 16; Exhibit 9 item 4 & 6. Also, 75% (Pg.16; Exhibit 9, item 7) of the respondents indicated that they have seen advertisements for Clinic Plus; 47% (Pg.16; Exhibit 9, item 7) Head & Shoulders and 59% (Pg.16; Exhibit 9, item 7) Chik. On the contrary, we can see that the Clinic All Clear, Pantene and Meera brands are the least known and used shampoo brands in India. Also, the Rejoice, Nyle, Ayur, Vatika or Dove shampoo brands were not known by any of the respondents as they indicated that, they have neither seen an advertisement heard about or used any of these products. However, 99% (Pg.17; Exhibit 9, item 8) of respondents indicated that they used shampoo sachets as opposed to