Final Personal Care

8/9/2019 Final Personal Care

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Evolution Of Personal

Care Products InIndia

-How we learnt to Take Care and Love The Skin Were In


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History & Emergence Of Personal Care:

Baby Care

Hair Care

Laundry carePictureSource : Pranali, Sharanya , Korum Mall ,Thane

Date: June 24th ,2010


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History Of Baby Care

1960-1980

-Langots mainly used in Indianhouseholds

-Sold in Indian villages

-Majority of the populationpreferred making their own

Langots.

1960-1980

-Langots mainly used in Indianhouseholds

-Sold in Indian villages

-Majority of the populationpreferred making their own

Langots.

1980-1990

-Snuggy- India's first diaper brand

-Launched by Shogun Diapers Ltd.

-Is an established and respectedbrand

1991-1995

-Improvements" to disposablediapers

-Environmental issues concerningthe use of disposables

-Cloth diapers started making acomeback


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1999-2000

-Tremendous amount ofgrowth in the amount of

moms beginning to sew theirown diapers

2000-2004

-Price continues to be the mainimpediment

-KCL claims to have pioneeredthe introduction of inserts as aconcept in the Indian market.

Nappy-Pads, to be insertedinside the cloth nappies

-Procter & Gamble HomeProducts Limited launched

Pampers

2000-2004

-Price continues to be the mainimpediment

-KCL claims to have pioneeredthe introduction of inserts as aconcept in the Indian market.

Nappy-Pads, to be insertedinside the cloth nappies

-Procter & Gamble HomeProducts Limited launched

Pampers

2004-2006

-Indian diaper market is worth Rs 100 crore

growing at the rate of 10%

-Huggies from Kimberly Clark & Lever with amarket share of 70%,

Pampers of P&G with 20% and Godrej withSnuggy with around 10%

-Parents tend to use Diaper on babies only

during travel, at home they use the traditionalmethod

-Marketers tried to reduce the price of diapersto induce more usage

2004-2006

-Indian diaper market is worth Rs 100 crore

growing at the rate of 10%

-Huggies from Kimberly Clark & Lever with amarket share of 70%,

Pampers of P&G with 20% and Godrej withSnuggy with around 10%

-Parents tend to use Diaper on babies only

during travel, at home they use the traditionalmethod

-Marketers tried to reduce the price of diapersto induce more usage


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Emergence Of Baby Care

Segment

PictureSource : Shalmalee, Sharanya , Ratna Stores , ChemburDate: June 24th ,2010


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During the 60s to 80s cloth was used

Snuggy-Being the first brand of

diapers in the country, it enjoys high

brand loyalty

Most of the diaper brands continue to

be imported

Marketers have tried to reduce the

price of diapers to induce more usage

Diaper is competing with the

traditional Cloth, which has the

advantages of reuse, inexpensive to a

certain extent healthier for the babies

Diapers has the advantages of

convenience and cleanliness

Disposable diaper market in the

country is at a nascent stagePictureSource : Pranali, Korum Mall ,ThaneDate: June 24th ,2010


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Potential is huge, largest infant

population in the world

Large, growing middle class with

expanding disposable incomes

But still the market has not

grown to the expectation

Reason is the simple economics

Will cost an amount ranging

from 40-60 per day working out

to Rs 1200 to 2000 per month

on diapers

Unimaginable expense for a

middle class family


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Emergence & History OfHair

Care

PictureSource : Suman, Sharanya , Phoenix Mills, Lower Parel



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Hair Care

Pre nineties:

HLL undisputed leader from the

early 90s

Sunsilk launched in 1964 (GeneralShampoo platform)

Clinic Plus launched in 1971

(Family, health shampoo platform)

Clinic All Clear launched in 1987(Therapeutic AD Shampoo)

Sunsilk re-launched in 1987 -

Shampoo + Conditioner (Beauty

platform ) with Sachet SKUPictureSource : Suman,Sharanya,Phoenix Mills , Lower ParelDate: June 24

th

,2010


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Company Brands Offered Market share in %

HUL 1. Clinic Plus

2. Sunsilk

26

23

P&G, Colgate Palmolive

India Ltd...

Pantene

Halo

8

7

Godrej Shikakai 12

Others Ayur and Nyle 7-8


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According to retail measurement

figures released byAC Nielsen,

market leader HULs share grew

from 46.9 per cent in January-

March 2007 to 47.8 per cent in the

October-December quarter

In the same period, P&Gs market

share fell from 25 per cent to 23.7

per cent and third-placed

CavinKare from 12.6 per cent to 12

per cent

The shampoo market, estimated to

be worth Rs 2,141 crore and

growing at 14.5 per cent a year, has

been reordered in recent times whatwith the entry of ITC and Garnier

Hair Care Post2000

PictureSource : Femina


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Although segmentation

offered new value propositions

to the shampoo users --differential pricing also created

several Value for Money (VF

M) equations. A promise

for greater value or matching

benefits at price discounts for

every new product gained mo

mentum

Customers are sensitive to price.

There is always a large number

of potential buyers to purchas

e the product as soon as it be

comes affordable

PictureSource :Sharanya Shriram, Phoenix Mills, Lower Parel



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The Indian laundry market is

estimated to be Rs 5,000 crore in

size

Making India worlds third

largest detergents market.

Detergent bars comprise 43 per

cent of the total market anddetergent powders comprise the

balance 57 per cent.

Sharanya Shriram, Shalmalee, Ratna Stores, Chembur

Dated: 24thJune, 2010


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Detergents

Sharanya, Shalmalee, Big Bazaar, Rcity, Powai

24thJune, 2010


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Nirma Story

"Washing powder

nirma,Washing powder nirma,Doodhsisafedinirma se aaye,

Rangeenkapdebhikhilkhiljaye,

Sabkipasandnirma. Washing

powder nirma,Washing powder

nirma.


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Nirma Washing

Powder

Nirma Detergent Cake Super Nirma Washing

Powder

Super Nirma

Detergent CakeNirma Popular

Detergent PowderNirma Popular

Detergent Cake

Range Of Products


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Wheel

Wheel Was launched by HLL in

competition with Nirma to get the

piece of market back in various

ways.

Communication was designed to

penetrate into lower middle class

segment saying green for extra dirty

clothes


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Wheel Soap Wheel Lemon Power Wheel Power White

Wheel Lemon Power Sachet

Range Of Wheel In Market


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Rin was launched in India as a

bar in 1969 with the iconic

lightning mnemonic.

Rin powder was launched in

1994 as Rin Power White

In 2008 Rin has been re

launched and now provides

Dugni Safedi, Dugni Chamak

as compared to ordinary

powders

Rin


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Spending Across CategoriesSurvey was conducted across a random sample of people across the

below categories in Mumbai

Category 1 Premium Class

Category 2 Middle Class

Category 3 Lower Middle ClassPictureSource : Pranali, Korum Mall ,Thane



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Category 1 Category 2 Category 3

No fixed amount, are willing to

spend are much as the product

demands (approx.200-300)

Spends about Rs.200/- on

beauty & hair care products a

month

Spends about Rs.100/- on hair

care products a month beauty

Only concern it to seek benefitfrom it. Price isnt always

considered.

The product should be good.They associate certain qualities

with certain brands and expect

the results promised by the

product. They are willing to

spend on the product as long as

it delivers good results and isnt

exorbitantly priced

Factors that govern purchasing(in order of importance):

Benefit, satisfaction, price

They arent price conscious but

would not like to spend a large

percentage of money on these

products. Results are most

important and the only reason

for continuously buying a

particular product

Will continue using the product

if the price varies (and if they

really like the product a lot)

otherwise will search for

another product in the same

price range and offers similar

results

If the price varies a bit they will

continue buying it but not if it

increases too much


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They are loyal to their brands.

They will try many products of

different price ranges and then

will decide on a particular one

and stick to it

They are loyal to their brands

but some do change if they like

the ad of another better or if

someone suggests another

product.

They are loyal to a brand as

long as it is affordable

They do have a fixed amount in

mind but budget is flexible

They have a fixed amount in

mind however their budget is

flexible depending on liking of

products. They will shell out

extra money is they like a

product a lot and cut back on

something else

The amount they are willing to

spend it fixed. They will only

purchase products that suit this

budget

Availability isnt an important

factor. They will buy them even

if theyre available only in

malls/select company outlets

and not in super-markets &

provision stores around them

Availability is important, but

will try searching for that

particular product and sticking

to it

Availability of the product is

important. It is essential that

the product is easily available

around them otherwise they

will discontinue its use

They take suggestions fromothers, will discard the product

if they dont like it, and mostly

use products that they have

tested for themselves

They do look at others whilemaking a choice but finally go

with what they like. If they are

unhappy with a recently bought

product they will discard it

immediately (if it isnt too

expensive)

They are not influenced bywhat others around them are

buying. They trust their own

judgment of the product and

will buy whatever fits their

pocket


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Category 1 Category 2 Category 3

Use diapers regularly. Find them

convenient and useful. They

feel its keeps them free and they

can then do other work too

Use diapers only when

necessary (at night, going out,

travelling). They find them

useful but dont use them

regularly because they dont

want to spend too much on

them and rate cloth nappies

over diapers in terms hygiene.

Dont have much knowledge

about wipes

Dont believe in using diapers or

wipes. Think they are unhealthy

and unnecessary. They can be

substituted with cloth nappies

which are economical, reusable

and healthier

Use branded, trusted oil formassaging their babies.

Use oils regularly. Use brandedoil that is easily available and of

a trusted brand.

Use oils for massaging. Usethem regularly. Prefer vegetable

oils (coconut, mustard, olive,

almond, sesame) over branded

oils. Use them for their health

benefits on babies.


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They use brands which are well-

known, widely used and easily

available

They choose their products and

brands by taking suggestions

from others, and which are easilyavailable around them

They use langots as this has been

the practise in their families for

years and they arent interestedin changing

Once they are satisfied with a

products performance they are

loyal to it.

They dont mind spending on

these products because of their

good results and they want tostick to a particular brand as the

baby is already used to it hence

they dont want to change.

They arent well informed about

the benefits of using diapers,

they have pre-conceived notionsabout its use & effects and arent

open to change.

They are ready to spend as

much as required

They are ready to spend more if

the price increases, but would

not like to spend a large amounts

on these

They are satisfied with the using

langots, they purchase them

once, store them, and use them

over and over again for different

children


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Self-Service

StoresLarge spacing

Sells all kinds of products, i.e:

Hair care, beauty care, baby careetc

Have company representatives

present for the awareness and

promotion of the product

Customer has freedom to review

all products and make his/her

choice.

PictureSource :Sharanya Shriram, Shalmalee,

Big Bazaar, Rcity, PowaiDate: June 25th ,2010


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Over The Top

CountersStore items of regular use (mid-

end families)

Poor product visibility comparedto the other retailers

Uncertain availability as per the

retailers relationship with the

brand

Customers are usually sure of

what he/her has to purchase

(Browsing is very rare or

restricted)PictureSource : Pranali, Novelty

Stores,,ThaneDate: June 25th ,2010


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Provision

StoresPoor stocking of beauty, hair and

baby care products

Brand communication is nil ornegligible in most of the shops

Owner can discontinue selling a

product at his discretion if he

feels it has lower demand as

compared to the others

Poor knowledge of the products

sold in the store

PictureSource : Pranali, Taji Provision stores

,ThaneDate: June 25th ,2010


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PharmacistsIt is one of the most popular

places for the purchase of personal

care products because of the trust

placed by the consumer on the

pharmacist

They have specific products for

specific purpose and have bettervariety

It has better brand

communication as compared to

provision stores.

Employees/store-owner have a

sound knowledge over the

products available and can

recommend products to first time

buyers as well as regular customersPictureSource : Pranali, Vashist Medical Stores ,Thane



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Cosmetic

StoresThey house a wide variety of

local as well as international

products. At times they cater to

only one major brand. Eg: TheBody Shop

Employees are well-informed,

trained representatives of the

company who encourage buyers

to opt for the latest version ofthe product on sale

Availability of the product is

high and brand communication

is at its bestPictureSource : Shalmalee, Phoenix Mills , Lower Parel



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Brand Communication

PictureSource : Sharanya , Femina Magazine, June 2007 issue


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Baby Care

PictureSource :Sharanya, Ratna Stores, ChemburDate: June 25th ,2010


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Huggies: Huggies Dry ComfortDiapers commercial promotes itscotton dry cover which helps the

skin breathe and keeps the babyfree from rashes

Pampers: Pampers functionsmainly through print ads andagents within departmental

stores for their promotion. Theyclaim to be super absorbent andhelp prevent leaks while keepingthe baby dry and comfortable

MamyPoko: MamyPoko ismaking use of its brand mascot/character named Pokochan in itscommercials and highlights itsmain USP, the Pant-StyleDiaper


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Hair Care

PictureSource : Pranali, Star Bazaar , Korum Mall



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Dove: In their commercials, Dovereaches out to the masses byapproaching the consumers to be theirmodels

H&S: The Head&Shoulderscommercials show high profilecelebrity brand ambassadors likeKareenaKapoor, PreityZinta endorsingthe various products

Fructis: The Fructis commercials hithome with many women around theglobe because a womans hair is herpride and adds to her over all appeal

Sunsilk: Sunsilk aims to meet everyday needs for nutrition, hygiene, andpersonal care with products that helppeople feel good, look good and getmore out of life

PictureSource : Femina


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Clinic All Clear: From Shah Rukh

Khan to ShahidKapoor,

BipashaBasu and John Abraham,

the brand is promoted by film stars.

HLL also gave a regional touch by

roping in R.Madhavan and Asin forthe South as its brand ambassador

PictureSource : Vogue , September 2009 issue


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Beauty Care

PictureSource : Suman,Sharanya,Phoenix Mills , Lower Parel



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Olay: For the Total Effects range, thecompany uses a testimonial type ofcampaign featuring a Model/TVAnchor/Actress. The focus is more on

the functional benefits of the productrather than harping on any emotionalbenefits

Lakme: Their commercials put forththeir product in a very attractive and

appealing manner. It is set against acosmopolitan background where therisk of skin damage as such is quitehigh

Ponds: The current segment runs in

five parts and is in the form of TVsoap. It was an interesting concept thatkept the viewer riveted to the screenand wanting to know more whileputting forth the Ponds message

PictureSource : Ponds Print Ad , Femina ,Sept 2009 issue


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Nivea: Nivea crme commercials

emphasize on the brands standing as a

cream meant for the whole family. It

shows mothers applying Nivea on their

newborn babies, grandmothers

applying it for their grand daughtersetc

Vaseline:Vaseline commercials

highlight the brands USP to keep skin

moisturized through all seasons

PictureSource : Femina, June,2010


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Detergents

Sharanya, Shalmalee, Big Bazaar, Rcity, Powai(24 thJune,2010)


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SURF:Theyinitiated their

campaign in India by stating that

though they are expensive they

provide quality. They claimedthat TIDE keeps your clothes

white and does not wear them

out

Later a new campaign wasstarted, daag ache hai (stains

are good). They used kids in the

ads getting dirty and staining

their clothes. The ads connected

on an emotional level with theaudience because the scenarios

used were life like situations that

people could relate to


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TIDE:It focuses on shockingwhiteness. The detergent ischeaper compared to others and

the sachets are the cheapest atRs. 1/sachets. Ads are comicaland people connect with thewhite streak crossing the shirt

WHEEL:It endorsed that it is

low in cost. Then it went on tostate that it keeps the hands softand makes washing clothes easy.Their main focus is on the lowprice and soft on hands. LaterSalman Khan endorsed its

strong detergent qualities andgood smell

Shalmalee,Sharanya, Ratna Stores,Chembur(24thJune,2010)


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NIRMA:The song for Nirma

became the most popular jingle

on TV. People still recall the

brand because of the song.

When they modernized their ads

they still kept the song the same.


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Consumer Reaction

PictureSource : Pranali , 25thJune,2010


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On baby diapers

Mrs Akhila Shetty, Age :32 says

I like Huggies because they do not sag orleak, and they also don't have scent addedto it. They are in my opinion the farsuperior diaper for disposables. I usually

use diapers made of cloth, but whenever Ido use disposable diapers, it is alwaysHuggies and am very happy by using theproduct, because I heard that recentlyPampers had been the target of the healthauthorities due to many complaintsregistered by the parents. My friend used

the Pampers dry max diapers for her baby,which caused her rashes. I dont want totake the same risk with my baby

PictureSource : Prasad, 25thJune,2010


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Mrs Kavita Shetty .Age: 27

(Mrs. Kavita Shetty is a housewife .herhusband is an hotelier .she is pursuing hermcom and is also a freelance writer .Her son

Praniel is 1 year 9 months old)

Earlier I used Pampers for my baby , whichcaused frequent rashes to my babys skinNow I use Mamy Poko pants style diapers

for my baby She also says, I a too boredto experiment and try another productsfor Praniel. I am satisfied with the MamyPoko pant style diapers and don't wish totry another product for him (she is awarethat there are many other brands availablein the market , which offers pants style

diapers ).. I buy only from special babystores even if they are a little expensivethere .As I believe it is of a superiorquality.

PictureSource : Prasad, 25th

June,2010


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Mrs Samreen Sheikh: Age: 29

(Mrs. Samreen sheikh works as acaretaker and lives in the Poisar chawl

.her husband works as a delivery man ina wine shop .she has 2 kids. One is 3year old. The other is 1 year 2 monthsold.)

Mrs Samreen Sheikh used to work as acaretaker before giving birth to her

second baby. She now works as maid,because she now also has to take care ofher baby, and she believes that tobecome a caretaker you have to be half ofthe time around the baby, and now shecannot dedicate so much time to othersbaby. She realizes the importance ofusing baby diapers to maintain hygiene

.She started with using cloth diapers. Butafter one of the lady for whom she usedto work gave her a pack ofHuggiesdiapers, she said she continued to use itfor both of her babies


Mrs Nancy Shah. Age: 27


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Mrs Nancy Shah. Age: 27

Mrs Nancy shah is a housewife. She quit her job asanHRto look after her baby .her husband works asa sound editor in Mtv.

I used to follow some blogs which apparentlycriticized the New Pampers dry max. At one point oftime I thought the quality of the Indian product isnot up to the international standard .so I switched toHuggies, which caused blisters to my babys skin.Once in a while I also used to order Pampers diapersfrom Dubai, which my friends say is of a betterquality .All this time I had been using pampers drymax diapers for my baby .One day after coming backfrom work, I was painfully shocked to see rashes on

my babys skin which was covered with the diaper. Igot so scared, as I remembered the pictures of thebabys skin whose mothers had registered complaintson the website regarding rashes due the use ofdiapers. But when I went over to her and wasrelieved to see that the rashes appeared only on herlegs and arms. But I realised that it is not because ofthe diapers something had irritated her , but it wasnot the diaper for sure and thats what the doctor

also confirmed .She is satisfiedwith Pampers dry max, and says will continue to do so in the future.


Mohammed Aasim 3)Listing


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Mohammed Aasim

24, seeking employment1)PromptHe realizes that he is

out of shampoo and

makes a mental note

to buy some

2)Assessingknows which brand he uses, is

happy with it, is going to buy the

same one again. Not even

thinking about trying a new one

3)ListingHe keeps whatever he needs to

buy in mind, doesnt make a

written list. Decides to make

the purchase at any shop that

comes on his way

4)CoordinatingHe usually stops at

his regular store and

buys whatever he can

remember

5)ArrivingHe prefers going to

OTCs where thereits less crowded &

fast

6)Searching &Discovering

He is sure of his purchase

and ignores posters,

salespersons

7)DeselectingAs he is certain about

what he is buying he

cancels out other options

and brand communication

doesnt influence him

8)Evaluating What is this?

Since he visits an

OTC store he cant

view all the choices

available

9)Selecting Do Ineed this?

Sometimes if he spots

something new & it looks

interesting he will buy a

small pack for trial purpose

10)Assessing(experience)-

He is happy with the

results & price of his

current shampoo so a

change doesnt cross hismind

11)StockingHe always buys a

medium size

bottle, doesntrequire much

shampoo

12)Consuming

He recently

switched from

sunsilk to H&S

as it is specifically

designed for his

dandruff problem

13)Assessing(product)

He liked it because

it gave himimmediate results

14)SharingHe uses it only for

himself as only he is

suffering from

dandruff

1)Prompt 2)Assessing 4)Coordinating 5)ArrivingMrs GurpreetKaur


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1)PromptShe goes shopping once in

2 weeks. Since she lives in

a joint family their

requirements are more.

2)AssessingShe buys AD

shampoo for her

eldest son because

he suffers from

DD. He uses his

wifes conditionerthough

3)ListingShe writes down the things she

needs but does not write the

brand of any product. This isbecause everyone has different

likes so she picks them up

accordingly.

4)Coordinating

Since there are so many

different brands to buy

in each category she

prefers going herself

rather than home

delivery

5)ArrivingAt times she

may forget

which brand but

on seeing it in

the aisle she

remembers it.

6)Searching &Discovering

At times some new brand catches

her because of the discount or

promotional offer. And so she buys

it to try it out.

7)DeselectingShe first checks who wants

which brand and then what

type of product. Eg: her son

needs an AD shampoo so her

granddaughter want baby

shampoo etc.

8)Evaluating What is this?

From 10 ft away she cant

differentiate between

brands. But can guess that

its the shampoo counter.

9)Selecting Do Ineed this?

From 3 ft away she looks out

for the shampoos she wants.

She then checks what they do

and whats their price andaccordingly pick them.

10)Assessing

(experience)Going to the supermarket is a

good experience because she

can look around and check

out new products and offers.

11)StockingShe usually buys big saver packsbecause it is cost effective. Also

big bottles dont need to be

relaced often and they are used

for atleast a month. But if she is

trying a new product she buys

the small pack so that if she

doesnot like it she can throw it

away and not feel guilty aboutwasting it.

12)Consuming

Since she usually buys thesame products shows that

her family is happy with

them. Only if they

complain she changes the

brand.

13)Assessing

(product)Usually what you see in the

adds is very different from

what actually happens. So

she does not rely on them

and trusts her experience

14)Sharing

She cant really advise or talk good

about any particular brand. This is

because she herself does not use

any shampoo.

Mrs. GurpreetKaur

43, Housewife


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Documents

Final Personal Care