6. Brand positioning – how the consumers perceive the following brands?
Based on the above analysis we can conclude the following -
95% of the consumers give weightage to the quality of the product while making the purchase.
The number of people buying small sachets vs those who purchase a big bottle were almost equal across semi-urban and urban areas of the people who purchase the sachets prefer to buy not more than 3 sachets at a time.
The above two points indicates that there is a significant proportion of people who are not using it on a daily basis - rather it is being used according to the need since as it is a niche product.
o 75% people are making the purchases through their
local supermarkets close to 20% people still prefer to go to local kirana stores.
o Only 8% of the people buy anti-dandruff shampoos from chemists - preferring specialized and niche products like VLCC Dandruff Control, Nizoral, Cipla X etc o 70% of the customers have used Head and Shoulders at
any point during their lives, of the customers never found the need to use it. Remaining 3% had not heard about the product.
o On the scale of performance, 56% of the people find it as a “good/satisfactory” product whereas 15% of the people found the product ineffective and gave it a poor/very poor product rating.
Inferences from Retailer Interviews
Top 3 Selling brans by Retailers o Clinic Plus by HUL
o Head & Shoulder by P&G
o
Dove by HUL
Kirana Stores sells more Sachets whereas Multi-brand retail stores sell more of large bottles in which 180 ml is preferred one
The most selling variant of HS is the Green Variant i.e.
Cool Menthol
Kirana Stores retailer believe that customers are price sensitive whereas multi-brand retailers say that customers are brand loyal
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