Varun Jain
Nitin Chugh
Tanya Srivastava
Siddharth Venkataraman
Priyanshi Kejriwal
PRODUCT:-HAIR OIL
Hair oiling is an age-old traditional habit of Indians.
Benefits of Hair Oil Nourishment, Strengthening hair , Faster & Better
growth ,Reducing Hair Fall.
Cosmetic Appeal for hair styling ,soft & shining
FMCG Rs.116,100 cr
Hair Care Rs. 9,200 cr
8% salience
Shampoo Rs. 2,840 cr
Perfumed Oil Rs. 2,900cr
Coconut Oil Rs.2,100 cr
Hair Conditioners
Rs.100cr
Hair Dyes Rs. 1,200 cr
Branded hair oil segment
grew 19.8% CAGR in value
terms during FY07-12
69.5 %
8.3 %
5.8 %
3.4%
13%
Cooling Oil
Emami's Navratna 44 %
Him Gange
29%
Others (Ayurvedic Vasmol Thanda Tel)
27%
LEADER BRAND
Leader Brand
Parachute is leader in oil market in India.
Market share in India is 53.4%.
12.6%
bajaj
16%
53.4%
Strength18%
100% pure coconut oil
Edible oil
Market Availability
Brand Name
Available in different packs (20ml,50ml,100ml,200ml,500ml,1litre)
Replacement product
Hair poition,Hair Cream , and other conditioning and moisturising
shampoo(Sunsilk,Vivel etc)
Advantage-Non sticky as compare to Hair oil.
Disadvantage-Expensive as compare to Hair oil.(35Rs./15ml)
parachute
dabur
others
Himani
Navratna
Hair &
Care
Dabur
Vatika
Bajaj
Almon
d
Drops
Parachut
e
Advance
d
Jasmine
Parachut
e Hair Oil
Parachu
te
Advans
ed
Hair Oil
Parachut
e
Advanse
d
Ayurvedi
c Hot Oil
Parachut
e
Advanse
d
Therapie
Himalaya
Anti Hair
Fall
Rs. 125
Rs. 100
Qty.
(ml)
50
Rs. 30
75
Rs. 33
90
100
Rs. 43
Rs. 55
Rs. 44
150
Rs. 50
Rs. 34
Rs. 27
Rs. 65
175
Rs. 47
Rs. 61
190
200
Rs. 76
Rs. 100
Rs. 80
Rs. 95
250
300
Rs. 65
Rs. 180
Rs. 64
Rs. 130
Rs.
125
Rs. 225
Rs. 94
Brand Comparison
BRAND
NICHE/MASS MARKET
Himani Navratna
Rs. 55
6%
YES
MASS MARKET
Rs. 44
4%
NO
MASS MARKET
Rs. 50
5%
NO
MASS MARKET
Parachute
Advanced Jasmine
Rs. 34
3%
NO
MASS MARKET
Rs. 27
10%
NO
MASS MARKET
1%
NO
<1%
YES
Rs. 100
NICHE MARKET
DIFFERENCE IN PRICING
1.
2.
Cost Structure
Bajaj Almond hiked prices by 8.6% to offset input cost pressures.
Key raw materials, Light Liquid Paraffin (LLP) and vegetable oil prices increased over
25% in the last fiscal year, while glass bottles were expensive by around 12%.
1.
HUL has launched Dove hair-oil at a price point ranging Rs 180-200 for 100 ml
bottle," said one of them. This would make it a super-premium brand.
2.
Specialty hair oils, which are growing faster in modern trade and earn better margins
for retailer and brands.
3.
Targeting urban youth by introducing it in super premium category Dove will be super
premium at Rs 180-200 for 100 ml. The same quantity of Bajaj Almond Drops and
Parachute Scalp Therapie will cost Rs 125, while Marico's Hair & Care is priced just Rs
44 for 100 ml.
URBAN MARKET
Channel Management
Greater Ghaziabad market is mostly having semi-urban markets and urban markets is mostly
consisting of some supermarkets, hypermarkets
Major brands
Dabur amla
Bajaj Almond
Parachute/Parachute Jasmine
Clear oil
Few Luxury brands like Loreal, Garnier etc
Target Consumers Females of all ages ,mainly with age 1430 years & Males of age group 25-40
years
SKUs size
Most prevalent SKU size was 50 ml and 100ml though the size got even smaller as we went into the interior
and smaller localities
Brand awareness was mainly through Television commercials and few billboards,
newspapers,magazine
Distributer : 2-4%
Retailers : 7-9 %
Whole seller 8-10 %
RURAL MARKET
Channel management
Major brands
Dabur amla
Bajaj brahmi amla
Parachute
Navratan
Local brand/commodity
Target Consumers Mainly young females with age 14 30 yrs. Males either do not use hair
oil at all or use locally available mustard oil.
SKUs size - Prevalent SKU size was 50 ml though the size got even smaller as we went into
the interior and smaller sized villages. In villages like sekhaira where population size was less
than 4000 only 1 re pack (2.7 3.5 ml) were available.
Brand awareness was mainly through Television commercials.TV was available in almost
every household even in small villages with population less than 4000. However people were
not very aware and particular about a brand, they only recall product feature.
Margins Dependent on the service level in distribution channels; In case of HUL in town
Pilkhuwa where there were no whole sellers in the channels margins were as under :a)
Distributer 4.75 %
b)
Retailers 10 %
While in case of Dabur margins were as under:a)
Distributer 2.75 %
b)
Whole seller 3 %
c)
Retailers 10 %
Max. sales
Navyug Market
Dabur Amla
Syani Gate
Choupla mandir
Dabur Amla
Ghantaghar
Dabur Amla
Patel Nagar
Dabur Amla
Kirana Mandi
Dabur Amla
Maliwada Chowk
Mohun Nagar
Dabur Amla
Vaishali
Dabur Amla
Indirapuram
RDC
Sector-10
Dabur Amla
Sanjay Nagar
MRP
Retailer Profit
Distributor selling price or
Retailer cost price
Distributor profit margin
Distributor cost price
Wholeseller profit margin
Wholeseller cost price
Company profit
Company Cost price
28
13%
24.77876
4%
23.82573
12%
21.27297
28
8%
25.92593
3%
25.17081
8%
23.3063
12%
20.8092
Easy Day(SuperMarket)
Buyers decide on pricing strategies depending on locality and nearby
retailers.Selling at a discount of Rs1 or 0.50 paise for most hair oils.
Smaller SKUs are also sometimes free with shampoo and other hair care
products
WholeSaler
Sold at MRP and earned a margin fixed by the distributor of the company
FIELD EXPERIENCES:1.
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CONCLUSION
THANK YOU