Shampoo market II

If you have read my previous article about the shampoo market, you will be able to comprehend this article better. The consumer has got used to the idea of using only that brand of shampoo that suits his or her hair the best. This was achieved by launching a series of new brands, as well as repositioning old ones, to peg each to a distinctive benefits. So, Levers rolled out Sunsilk Nutracare (the proposition : hair root nourishment), Sunsilk Ceramides (the proposition : repair damaged hair), Organics (the proposition : hair root nourishment), Organics dandruff treatment (the proposition : hair root nourishment with anti - dandruff treatment), Clinic active (the proposition : presence of pro - vitamin B5), Clinic All Clear with ZPTO (the proposition : control of dandruff - causing microbes, scalp moisturizer, and reduced scalp itch ), and Lux Super Rich (the proposition : inclusion of hair moisturiser ) to join Clinic Plus and Sun Silk.

P&G joined the fray with Pantene Pro - V (the proposition : nourishment of hair from root to tip), Pantene Pro-V Extra shampoo - and Oriflame’s conditioning shampoo.. Through new brand launches companies generated constant excitement to keep interest in the product alive. And because they were targeting growth, they cannily priced every new product at a discount to a comparable one while holding out a promise of either matching or greater value. There is always a large number of potential customers waiting to buy your product as soon as it becomes affordable. We have tried extensively to map the behavior of the consumer across the consumption chain.This will encompass a host of questions: What does he buy? Where does he buy? Who influences purchase? Does he like offers? Etc.