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. HUL’s 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
women’s 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 women’s
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 mid-
market 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 India’s 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”