Although segmentation offered new value propositions to the shampoo users -- differential pricing also created several Value for Money (VFM) equations. A promise for greater value or matching benefits at price discounts for every new product gained momentum.
In India customers are sensitive to price. There is always a large number of potential buyers to purchase the product as soon as it becomes affordable.
Promoting the shampoo brands poses another challenge for the marketers, resulting in high adv. spends and media spends.
One of the biggest barriers to shampoo usage is the consumer perception that it harms the hair. Thus companies are focusing on defending the product against accusations by promoting the strength, nourishment and beauty of the hair - ‘The 3 - in -1 Capsule ‘for ultimate hair. Companies are still associating it with modern life styles to find acceptance in semi - urban and rural non-users to build and enlarge shampoo usage levels. Thus companies will have to mould new consumers usage patterns to its own benefit, to have a competitive advantage and stay out there in the longer run with a respectable market share.
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