P&G's share of the total shampoo market has dropped from 15.6% in value terms in October 1998 to 14.8% in December 1998, according to ORG retail audit figures. While P&G is active only at the premium end of the shampoo market, Unilever's Indian subsidiary offers products across all price points, giving it a 64% share of the total market.
For the first time in the Indian shampoo market, P&G is offering a 14-day money-back guarantee. Haircare Category Manager Vivek Bali says: ``New Pantene Health Activator Series is a breakthrough new shampoo technology. We are so sure about this product improving hair quality within 14 days that we are offering a money-back guarantee.''
The advertising will position the brand on an `improves hair health' platform. Two sets of international TV commercials will be adapted for the Indian market by Trikaya Grey.
Copyright May 1999, Crain Communications Inc.