Super Shampoo Essay

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Product Price Promotion Place details for launching this shampoo in South India. The protagonist wants to sell this product in south India. Hence to decide proper marketing mix of the right product sold at the right price in the right place using the most suitable promotion, we should first study the demographics of south India. As per the case facts, India is highly unorganized sector and there is a mindset of “have not” among people with respect to the aspiration created by categories. India In urban India, the usage ratio of bottle vs sachet is 60:40 but in rural India, 90-95% of sales is through sachets. South India Narrowing down to southern India, the overall ratio of bottle vs shampoo usage is 70:30. Now among sachets, we can do further segmentation based on their size of packet and price based on target segments. User targeted is female with age 18-50, family size of 4-5, income between 75000-150000 and occupation housewife Further South India can be segmented as follows on the basis of Lifestyle | A1 | A2 | A3 | A4 | Behavior Aspiration and Lifestyle | Educated, landlord farmers, aspiring for urban lifestyle, technology admirers, flaunted spending on occasions, owner of high price durables like scooter, bike, tractors | Rich farmers, wants urban education for children, status conscious and has high aspirations. Owns goods like A1 farmers | Average land holding, believes in savings and child education, more risk averse and has TV and tractor | Has very less land and belongs to BPL families and relies on PDS | Decision is majorly taken by women who are tradition followers, conservative in spending and behavior in these families classified as potential user and non user on behavioral aspects with usage rate of once or twice in a week Hence the target market is A3 segment having high aspirations and more health focus and price could be between

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