Reecently Garnier created new segment by launching Shampoo for kids. Shampoo market is demographically divided into two segments:
- Baby Shampoo: For Infants aged 1 -5 years. Dominated by J&J
- Shampoos for 18 above: This is the category where most of the shampoo brands are competing like Head and Shoulders, Sunsilk.
So there is Gap in the market for age group say (5- 14). Garnier Targeted this segment which either uses baby shampoos or shampoos for 18 and above. It has also positioned itself as a “no tears no tangle just strength shampoo”, which again communicates that shampooing is fun to do with no crying and tears.
Communiction directly targets the kids through adverts in various cartoon channels. In coming days we could see more companies entering this segment if segment seems profitable.
Well this crops another question. Is there an opportunity to launch similar product for middle aged and Older people (35- 55) and clearly segmenting the market under Baby shampoo, Kids, Youths and Older generation.