INTRODUCTION

The Indian Shampoo market is growing at an annual rate of 14% , and the
competition is increasing everyday. Shampoos are further divided into three
predominant categories
1. Cosmetic (Shine, Strength, Density)
2. Herbal.
3. Anti Dandruff.
The target market for shampoos is mainly the upper class, upper middle class,
middle class. Some of the major brands under different categories are.
1. Normal Shampoo Dove, clinic plus, Sunsilk,Chik, Fiama D wills.
2. Premium Shampoo Revelon, Flex, Wella , Loreal , Matrix, Garnier.
3. Anti Dandruff Shampoo Clinic all Clear, Head and Shoulder,Dabur Vatika,
panteen.
4. Herbal Shampoos Ayur, Nyle, Shehnaz Husain, Dabur Vatika,Himalaya,
Herbal Essence, VLCC.

The Marketing survey was conducted to know about the shampoo market in India
and the consumer behavior and following result came.
1. Majority people use different shampoo for different purpose like for
dandruff removal- head and shoulder or clinic all clear, silky hair sunsilk,
Hair fall control Dove, Loreal, and panteen, Thick and long panteen.
2. The frequency of shampoo consumption in India is low. Most consumers
shampoo once or twice a week, as opposed to everyday in western
countries.
3. Consumers have common expectations from shampoo consumption, like
shine, cleanliness and hygiene, moisturizing, etc.
4. Even today, many individuals use soap or a combination of soap and
shampoo to wash their hair.

5. Shampoo consumers are not very loyal to their brand. They constantly seek
changes, mainly so in fragrance.
6. Mostly women use conditioner after shampoo and air tonic like Livon.
7. Since Indians also regularly oil their hair, their shampoo consumption
increases proportionally.

Idea Generation Understanding above results of consumer behavior for

shampoo consumption and some Brain storming and analyzing the pain points
was used as the technique for idea generation.
Some of the ideas generated for the new shampoos are.
Idea 1
Hair fall control, thick and dense hair shampoo.

Pain Point As most of the people need thick and dense hair from the data of the
survey and secondary research.
Idea 2
Long, Shiny, silky hair with conditioner shampoo.

Pain Point As girls mostly use conditioner after their shampoo and prefer long
and silky hair.
Idea 3
All in one shampoo with anti dandruff, Hair fall control, Long and thick hair,
shining hair, conditioner, hair tonic and hair re-growth therapy.

Pain Point As people buy different shampoo for different purpose they use
different oil and medicines for hair regrowth, consumer use conditioner after
shampoo and use tonic like Livon for more silky hair.

Idea Screening
Using Product Idea Rating , we assign the overall probability of success score for each idea.

Product Idea : Hair fall control, thick and dense hair

Product success requirement
Relative weight
Product score
Brand
0.2
0.8
Technology
0.2
0.6
Marketing
0.15
0.5
Operation Efficiency
0.3
0.7
Utility to cost ratio
0.025
0.75
Financial ability
0.025
0.4
Distribution Network
0.1
0.2
Total
1

Product Rating
0.16
0.18
0.075
0.14
0.01875
0.01
0.02
0.60375

Product Idea : Long, Shiny, silky hair with conditioner.

Product success requirement
Relative weight
Product score
Brand
0.2
0.7
Technology
0.025
0.4
Marketing
0.25
0.6
Operation Efficiency
0.3
0.3
Utility to cost ratio
0.2
0.75
Financial ability
0.05
0.2
Distribution Network
0.1
0.4
Total
1

Product Rating
0.245
0.01
0.15
0.0075
0.15
0.02
0.02
0.6025

Product Idea : All in One Shampoo

Product success requirement
Relative weight
Product score
Brand
0.25
0.56
Technology
0.11
0.6
Marketing
0.15
0.7

Product Rating
0.225
0.066
0.075

Operation Efficiency

0.4

0.9

0.014

Utility to cost ratio

Financial ability
Distribution Network
Total

0.1
0.065
0.1
1

0.4
0.7
0.8

0.15
0.14
0.026
0.696

Looking at the total scores of the idea the first 2 ideas didnt perform well so they
are rejected and the 3rd idea sounds great and far ahead then previous two.

Concept Development
Concept 1- Shampoo with complete hair therapy.
Concept 2 Single solution for complete hair care (Antidandruff + Hairfall Control
+ Long and thick hair + Shining Hair + hair Tonic + Conditioner, hair Re-growth
Therapy).

Concept testing
The Concept is tested with the target customer and is presented to them via
questionnaire.
Ques 1- Do you use different shampoo for different purposes?
Ans (a)yes

(b)No

Ques 2 Do you use Conditioner After Shampoo?

Ans- (a)Yes

(b)NO

Ques 3 How frequently you use shampoo?

Ans (a)Once a week (b)Twice or Thrice a week (c) Daily
Ques 4 Do you prefer shampoo prescribed by doctors?
Ans (a)Yes

(b)No.

Ques 5 Do you suffer hairfall at different cities(due to change in water when you
visit different city)
Ans (a)Yes

(b)No

Ques 4 Do you believe in Single shampoo for Complete hair care?

Ans (a)Yes

(b)No

Ques 5 - Would you buy such a Shampoo?

Ans (a)Definitely (b)Probably (c) Probably not (d) Definitely not.
Ques 6 What else do you expect from your Shampoo?
Ans -