A marketing process that showcases the differences between products.

Differentiation looks to make

a product more attractive by contrasting its unique qualities with other competing products. Successful
product differentiation creates a competitive advantage for the seller, as customers view
these products as unique or superior.
Investopedia Says:
Product differentiation can be achieved in many ways. It may be as simple as packaging the goods in
a creative way, or as elaborate as incorporating new functional features. Sometimes differentiation
does not involve changing the product at all, but creating a new advertising campaign or other sales
promotions instead

The market is littered over with several, leading national and global brands and a large number of
small brands, which have limited markets. The popular Brands in the rural areas include Lifebuoy,
Lux, Cinthol, Liril, and Nirma, Santoor.
Soaps are also categorized into men's soaps, ladies' soaps and common soaps. There are a few
specialty soaps as transparent Glycerin soaps, sandal soaps, specially flavored soaps, medicated
soaps and baby soaps. Specialty soaps are high valued but enjoy only a small share of the market
in value terms.
Benefits sought by various customers from various brands are
Beauty - Lux
Freshness Liril, Cinthol
Natural Medimix, Margo
Baby Johnson & Johnson, Doy
Cream Dove, Doy Care (moisturizing)
Medicated Dettol, Savlon,
Glycerin Pears, Emami


An example of price competition between firms in shampoo market of similar product . It aims to capture
large market share of the market. In case of non-price competition, companies spent a huge amount of
money on advertisements as well as product development. Thus we have advertisements where famous
people like movie stars claim that using a certain shampoo has benefitted their hair immensely. For
Example: Bollywood Television actresses Shilpa Shetty and Neha Dupiya using New advanced' Pantene
Pro V'; Asin Thottumka and Bipasha Basu for 'Clinic Al Clear - Anti - Dranduff Shampoo'.
Current Market Position
The current shampoo market in India is worth Rs.930crore . The shampoo penetration is 40% for urban
and 10% for rural markets. There is a lot of competition possibility in this market due to the huge
untapped market.
The Top Companies of Shampoos in India are Hindustan Uniliver Ltd., ITC (Indian Tobacco Company,
Dabar India , Paras, P&G, Himalaya,LOreal Paris. The Top Shampoo brands are:
Normal Shampoos Clinic Plus , Chik, Dove, Fiama Dwills.
Herbal Shampoos Ayush, Dabar Vatika, Nyle, Ayur, Himalaya.
Anti-Dandruff Shampoos Clinic All Clear, Head & Shoulders, Dabar Vatika ADVANCE
Premium Shampoos Revlon Flex, LOreal, Wella

Toothpaste has come a long way over the years, and today you can find toothpaste that will do much more than just fight cavities.
The varieties of toothpaste are many, as are the brand names of toothpaste. There are brands that are natural, and there are brands
that are not. The following list will acquaint you with some of the toothpaste brands that have been sold over the years.
Colgate
Colgate toothpaste is a brand that has been around for many years and is still popular with consumers and recommended by
dentists. This brand name toothpaste offers toothpaste made to cater to an individual's needs, and some of Colgate's toothpastes
are made to strengthen the enamel on your teeth, whiten your teeth and freshen your breath.
Crest
Crest toothpaste offers a wide assortment of toothpaste such as whitening toothpaste, toothpaste that offers protection against
tarter build-up and toothpaste for children.
Sensodyne
One of the types of toothpaste Sensodyne makes is toothpaste for people with sensitive teeth. This company's toothpaste is
designed to lessen the pain associated with tooth sensitivity. Sensodyne also makes toothpaste that whitens teeth and toothpaste
that protects tooth enamel. The tooth enamel toothpaste is made for children and for adults.

Close-Up
The ingredients in Close-Up toothpaste include mouthwash. This brand of toothpaste is designed to prevent cavities,
whiten teeth and make breath fresh.
Peposodent
Peposodent is another brand of toothpaste that offers toothpaste that eliminates plaque buildup, whitens teeth and
strengthens tooth enamel.