Abstract

The shampoo market in India has changed significantly since the 1960s when it first became a lifestyle product in urban homes. As of 2008, it was a very competitive market with dominant players such as Hindustan Unilever Ltd. and Procter & Gamble Company. Analysts expect competition in the market to intensify further with the entry of companies such as ITC Ltd. The market is marked by intense competition from domestic as well as multinational companies. The changing dynamics in the industry coupled with comparatively low penetration rates offer the players in this market the opportunity to grow in both the top and bottom ends of the market, according to analysts.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Market analysis
• Competition
• Market leader strategy
• and Market entry strategy.

Keywords

Shampoo market, hair care, fast moving consumer goods, market share, pricing environment, price war, India, Hindustan Unilever Ltd., Procter & Gamble, CavinKare, Dabur, Godrej, Marico, ITC, Garnier, Sunsilk, Clinic Plus, Clinic All Clear, Pantene, Head & Shoulders, Chik, Nyle, Ayur, Vatika, Rejoice, Dove, bottom-of-pyramid, segmentation, differentiation, relaunch