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P&G India regroups for attack on premium shampoo market

Published on .

MUMBAI--Procter & Gamble Home Products has relaunched its premium shampoo brand Pantene Pro V, introducing New Pantene Pro V Health Activator Series. The Indian subsidiary of Procter & Gamble Co. admits it has lost market share to Hindustan Lever's Sunsilk shampoo, calling the dip a ``temporary aberration in the life cycle of a brand.''

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.

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