Hul: -Strategies

Due to the continuous efforts of the top shampoo brands in India penetration of shampoos in urban areas is almost 100%. As far as penetration of shampoo in the rural areas is concerned it has risen by almost 18% in the current scenario. the shampoo market in India is valued at Rs 4. 5 bn with the penetration level at 13% only. The market is expected to increase due to lower duties and aggressive marketing by players Shampoo is also available in a sachet, which is affordable and makes upto 40% of the total shampoo sale. The Indian shampoo market is characterised by a twin-benefit platform: cosmetic and anti-dandruff. It is basically an upper middle class product, as more than 50% of the consumers use ordinary toilet soap for washing hair. While the awareness level is high, the penetration level is very low even in the metros which is only 30%. Urban markets account for 80% of the total shampoo market, The penetration level is rapidly increasing due to decline in excise duty, which was 120% in 1993 to 30% currently. Hindustan Unilever Ltd led hair care sales in 2010, with a 19% value share, followed by Dabur India Ltd India, Marico Ltd and Procter & Gamble Home Products Ltd India. These four companies accounted for almost 49% of value, by virtue of their strong brands in shampoos and conditioners. Consumer goods giant Hindustan Unilever today said it is looking at cornering over 13% of the shampoo market next fiscal with its leading hair care brand Dove in the next fiscal. â€Å"We have already launched these products globally. Today we have launched it in this market. With this we expect to gain 13-15% market share in FY13,† HUL General Manager, Hair Care Business, Piyush Jain, told PTI here. He further said, â€Å"the company entered the hair care segment in 2007 and since then we have achieved a market share of 10%. † The shampoo market is estimated to be around Rs 3,500 crore. To achieve the target, the company today launched its Dove nourishing oil care range of products — oil care shampoo, daily treatment conditioner, oil care weekly vita-oils repair mask and oil care vita-oil serum — in the premium category which contains a blend of vita oils ncluding coconut, almond and sunflower oils. Dove, which initially started as soap brand, has diversified into the hair care and antiperspirant segments recently. we have achieved a market share of 10 percent. † The shampoo market is estimated to be around Rs 3,500 crore. (IBN Live oct 2011) But if HUL, the leader in shampoos with a market share of around 44% through its Sunsilk, Clinic Plus, Clinic All Clear and Dove brands, was to respond to P&G’s move with share of 24%. apr2011