1. Shampoo For kids under 13
Team FADED FLAME
Arnab Guha Mallik |arnabgm15@iimk.ac.in|08943994677
Ashutosh Vikram|ashutoshv15@iimk.ac.in|09745212105
V.Aishwarya|vaishwarya15@iimk.ac.in|08943935666
INDIAN INSTITUTE OF MANAGEMENT KOZHIKODE

2. Hair Care Market Review
Dove is expected to grow at a CAGR of 57% in Hair Care segment. The bar chart shows rise in the current prices with the rise in
market size of baby and Child specific hair care segment. Thus it makes sense for Dove to enter this large untapped segment.
Brand Pyramid - Dove
Dove – Brand Proposition
Resonance
Judgment Feeling
Performance Imagery
Salience
Value Perception
The core positioning of Dove is about moisturization and
prevention of dryness in a way that is relevant to every Consumers associated these words for Dove Shampoo:
category it has been extended to. Benefits: Mild care, Nourishing & Treats Dryness
Values: Individual Identity & Celebrating Real Beauty

3. COMPETITOR ANALYSIS
Brand Garnier Fructis Kids Parachute L’OREAL Kids Johnson & Johnson Himalaya Babycare Clinic Plus
hair Shampoo Advansed Starz Shampoo kids shampoo
Parent L'Oréal Marico L'Oreal Group Johnson & Johnson Himalaya Drug HUL
Company
Benefits Strengthens your gentle eliminate knots and NO MORE TEARS A specially Shampoo Range offers
Offered child‛s hair against nourishment leaves hair feeling formulated mild important hair health
damage, helps Fortify & soft and smooth and shampoo that gently benefits: strengthens
prevent split ends. strengthen hair, looking shiny. leaving cleanses the hair weak hair, prevents hair
a yummy hair feeling soft and making it soft, shiny breakage, softens rough
fragrance that easy to detangle.. and easy to manage. dry hair, shine for thick
children love. Does not cause tears and healthy hair &
in the babies. contains anti-dandruff
ingredient
Positioning Soft manageable hair It offers different “We are worth it too” Clinically proven to A specially Clinic Plus has 'do-good'
for kids. Big broad hair care solutions Kids derive value for be pure, mild and formulated mild ingredients which
smiles for Mommies. for kids shampoos and hair gentle. From baby's shampoo, gently provide constant care like
washing becomes a first hospital bath cleanses hair making a mother does in every
“NO TEARS NO “Choose your real treat through every special it soft, shiny & easy wash.
TANGLES JUST PURE avatar” milestone, moms to manage. Doesn’t “Strong and Long”
STREANGTH ” trust J&J cause tears
Target Kids 5 to 14 Kids 3-10 years Kids 3-10 Infants, toddlers, kids Family – Health Shampoo
Segment
Variants Mango Mischief for dry hair, for oily strawberry, kids swim J&J BUDDIES, J&J Himalaya Gentle
shampoo, Sporty hair. Strawberry & & sport sunny KIDS, NATURAL® Kids Baby Shampoo
Strawberry Chocolate orange, kids soothing 3-in-1
lavender
SKU Rs.130/- [200 ml], Rs 54 for 100 ml Rs 299 for 250ml Rs 149 for 200 ml fo Rs 97 for 200ml
Rs.69/- [100 ml], for
both
Packaging

4. CHOOSING THE TARGET GROUP
SEGMENTS 0-4 years (Infants, Toddlers) 5-10 years 11-13 years (Pre-teens/tweens)
DECISION PREDOMINANTLY MOTHERS PARENTS (MOTHERS MAINLY) MOTHERS +CHILDREN
MAKERS THEMSELVES
KEY INFLUEN- Advertisements, online search, Advertisements mainly, reference TVCs, children become more brand
CERS Reference groups, family, doctors group often the neglected conscious, peer pressure, need to
segment look cool and beautiful
NEEDS  gently cleansing, make hair  prevent hair against damage  Provide nutrition to the hair
soft, shiny & easy to manage  Should leave no tangles, knots  Hair becomes long, strong and
 Should not cause tears in the  Should eave hair soft, smooth lustrous and shiny
babies, should be mild & shiny  Remove Dandruff, mild on hair
BRANDS Johnson and Johnson strong Kids use what their parent use or Clinic plus, Sunsilk, head and
USED brand equity, perceived as caring, baby shampoo not brand specific shoulders the needs of girls and
mild and gentle for the child Clinic plus  strongest player, boys start changing
Himalaya Baby Shampoo positioned as a family brand & plays Brands use benefit segmentation
on the mother daughter usage on the basis of particular
relationship needs
GENDER Toddlers, infants  not gender Young boys and girls similar Needs become different benefit
specific needs not gender specific specific, sometimes gender too
DECISION MEDIUM PRIORITY  ENTER LATER HIGH PRIORITY ENTER NOW DO NOT ENTER
RATIONALE  Market Dominated by J&J also  Gap in the market for this age  Separate needs for girls & boys
Himalaya Babycare group no specific brand  With puberty problems
 Existing Dove shampoos solves  Uses either baby shampoo or increases for hair for girls
specific problems hence adult ones  Brand loyal and problems
immediate connect not possible  Mothers feel young hair needs conscious
for mothers with infants special care & adult products  Use ADULT SHAMPOOS to
 Easier to connect after Dove may be too strong for the kids cater to specific hair needs
enters the kids segments (5-10  Dove perceived as nourishing  Market dominated by all
years) and mild, with no damage players, dove already an option

5. Consumer Survey
Data points collected from a survey of
women on what features they consider for
a kids shampoo
Mode of Survey: Interview
Consumer Insight: Mothers want the best
for their children. The products should be
mild on the skin and should cause zero
damage as well as cater to the needs as
seen from the survey
College Students Young Working Mother Mothers Perceived Need
No.of students No. of women Housewives
interviewed: 10 interviewed: 18 No. of women • Detangles the hair easily after a bath
interviewed: 8 • Mild on the hair
• Makes Hair soft
Attributes needed in a Kids Shampoo (5-10 years)
No Tears 74%
From our Survey we found out that
Mild on Hair 82%
the unmet needs from shampoos
UNMET NEEDS
Reduced Hairfall 77% present in the market for kids were
Detangles easily 86% • Did not address the problem of
hair loss (often bad water is a
Shiny Hari 71%
problem for many)
Moisturization 81% • Leaves the scalp dry and no
Soft Hair 78% moisturizing solution
• Dandruff control,
• oily hair
From the above graph we see the attributes that are required in a kids
shampoo.
The survey gives us insights into the mother’s psyche and the features
which dove should include in its Kids Shampoo

6. Insights- a look into the decision maker’s mind
Kids are up there on the priority lists of Indians; we PEN POTRAIT
I worry about my
child’s hair care a lot are ready to go that extra mile to pamper them. My name is Mrs. Anushka Shekhar and I
am 33 years old. I currently work as a
teacher in Delhi Public
Dealing with kids and personal care issues is an School, R.K.Puram, Delhi. A mother of
ongoing challenge for parents. When they’re two, most of my time is spent juggling
little, getting them into the tub can be tough. When between work and taking care of my kids. I
I want my child’s hair to look they’re teens, getting them out of the bathroom can keep myself updated with the latest
smooth, silky, healthy & strong be impossible products in the market especially for my
when they are out children. My daughter is 8 years old and
my son is 5. They love watching cartoons
Shampoo that can gives glowing, healthy hair, and and keep asking for products that are
can promote togetherness and intimacy within the shown on television. I and my husband
family through its brand values and principles… take the kids out to the supermarket at
least twice a month. They always want the
products that they see on television. I am
Great hair is a great way to Mothers demand smooth and glowing hair, fragrant also a part of the Mother’s club in our
Boost the appearances smell that lasts the whole day, mild ingredients that locality. The main objective of this club is
are suitable even for kids to make the locality condusive for the
children. I try to set an example for the
other people by providing the best
I want my family to be protected, I am happy when I products available for my children. I look
satisfy the needs of my kids for products which are
Good appearances will lead mild, nurturing, one stop care solution for
to better confidence my children. I always go for baby products
Mothers need to have the fulfillment that they were as they are mild and harmless for all users
Confident kids will be happy able to satisfy the needs of their families, and but now I am always on a lookout for a
achieve self-actualization brand which I can trust blindly for my
children.
It is a sign of how good a
mother I am and shows my
care and affection

7. DOVE KIDS SHAMPOO POSITIONING
DOVE SHAMPOO FOR KIDZ will be PRICE POINT PREMIUM clinic plus present in the value segment
positioned as Major Target 28-37 years old, social class A1, A2, B1 married with kids
A Champion Shampoo with 6 features  Working moms or plain housewives in charge of the family’s monthly
1. mild on children’s hair budgeting
2. Makes hair smooth and shiny  demand soft, manageable and healthy hair
3. Leaves no tangles/knots  Pampers her child a lot
4. Makes hair SOFT and MOISTURIZED
5. Protects hair , prevents Hairlfall STRATEGY
6. NO TEARS ATTRACTIVE PACKAGING with bright colours and fun shapes. The shampoo will
Now you can relax, your child’s hair is in safe have candy fragrances appeals to kids and makes bathing pleasurable, while
hands winning over moms with formulas that are extra gentle .
Benefit Positioning vs. Brand Matrix
GARNIER JOHNSON AND
PARACHUTE
FRUCTIS KIDS L’OREAL KIDS JOHNSON HIMALAYA DOVE
FUNCTIONAL BENEFIT ADVANSED CLINIC PLUS
HAIR SHAMPOO KIDS BABYCARE KIDZ
STARZ
SHAMPOO SHAMPOO
Smooth & Manageable
Soft Hair
Moisturized
Healthy glowing/ Shiny
Hair fall solution
Anti-dandruff
Strong & long
De tangles easily
Mild on hair
No tears
Areas where we
Present will be present

8. DOVE BRAND IMAGE BRAND IDENTITY PRISM
 Dove as a brand stands for softness, gentleness and
sophistication
 Target Segment has always been women
 Showcases beauty in simplicity
 Brand is propelled by a compelling Social Mission: Dove’s
Social Mission is to help encourage girls to develop a
positive relationship with beauty, helping to raise their self-
esteem and thereby enabling them to realise their full
potential.
DOVE SHAMPOO POSITIONING ASSOCIATIONS
KIDS
What we see from the Venn Diagram that Dove
Shampoo for KIDZ has the same positioning
associations with the original Dove Shampoo.
Hence there is no no dilution of brand equity and
is a logical line extension

9. DOVE KIDS SHAMPOO POSITIONING FIT
Positioning Dove Shampoo Dove Shampoo for kids
Element
Competitive High end shampoo like Pantene, Garnier Fructis & Garnier Fructis Kids, Parachute Advansed Starz,
Environment Head & Shoulders Clinic Plus, L’OREAL Kids Shampoo, J&J kids
shampoo
Target Women who want to care for their hair in the way Kids from the age range of 5-10 years
they like to and aspire for soft, smooth & strong
hair, aged 25-40
Insight Hair treatment (like coloring) damages hair and Mothers want the best for their children as they
environment (like staying in AC environment) believe that their appearance is a parameter of
strips hair of moisture how good a parent they are. They want something
mild which makes hair soft and keeps it healthy
Benefits Repairs accumulated damage and protects and Mothers want a product (for their kids) which
cares for the hair makes hair soft, and shiny. A product which is
mild, leaves no tear, and also imparts nourishing
effect.
Values & Self-Confidence, Decision Making, Honest, Simple, Confidence, natural beauty, inspiring
Personality Straightforward
Reasons to Believe Zero damage system with fiber actives Mild and makes hair soft, beautiful and healthy
Discriminator It has highly conditioned formulation which Only product in the Kids category which delivers
delivers the moisture promise of Dove to the moisturizing property
consumer
From our Survey we asked the mothers if they would use Dove Shampoo Kids if it was to come out . Out of 26, 22
said they would try it out if the unmet needs were addressed.
Dove had a very high brand salience and they felt Dove Shampoo for kids will also be mild like the other dove
products.
From the survey as well as from the table above we see that there is a positioning fit between the 2 products

10. THANK YOU