Research of Dove Anti-Dandruff Shampoo and its competitior

Product:

Dove Anti-Dandruff Shampoo

Segmentation:

• Sex : Female
• Age : 15 – 29 years old
• SES : B, C1 and C2

Demography Population by SES:

B : 12.9

C1 : 22.3

C2 : 27.7 +

62.9

Demography Population by Sex and Age:

Female

15 - 19 : 49.9 x 21,188.5 = 10,573.06

20 – 24 : 49.9 x 21020.0 = 10,488.98

25 – 29 : 49.9 x 20,087.6 = 10,023.71 +

31,085.75

31,086 millions (rounded)

Estimate target population:

62.9 x 31.086 millions = 19,552.94

= 19,553 millions people (rounded)

Product price: Rp. 15,000.00 (180 ml)

Gross income forecast:

15,000 x 19,553 millions = Rp. 293,294,088.05 millions

Advertising Budget:

Rp. 293,294,088.05 millions x 10% = Rp. 29,329,408.80 millions

Competitor:

· Sunsilk Anti-Dandruff Shampoo

· Clear Anti-Dandruff Shampoo

· Pantene Anti-Dandruff Shampoo

No	Products	Composition	Packaging	Cost	Claim	Advertising	Colour
1	Dove Shampoo Antidandruff By Unilever Indonesia	- Water - Sodium Laureth Sulfate - Disodium Laureth Sulfasuccinate - Cocamidopropyl Betaine - Dimethicone - Sodium Chloride - Glycerin - Zinc Pyrithione - Fragance - Carbomer - Cetearyl Alcohol - PPG-9 - Sodium Hydroxide - Guar Hydroxypropyltrimonium Chloride - Phenaxythanol - DMDM Hydantoin - Lysine Hydrachoride - Silk Amino Acid - Borage Seed Oil	5 ml (6pcs) 90 ml 180ml 360 ml	Rp. 2,500.00 Rp. 7,690.00 Rp. 15,190.00 Rp. 29,490.00	‘no dandruff, no dryness’	TV Print-Ad Radio	Gray for the cover, green and blue for the text.
2	Clear Anti-Dandruff Shampoo By Unilever Indonesia	- Water - Sodium Laureth Sulfate - Cocamidopropyl Betaine - Dimethiconol - Zinc Pyrithione - Dimethicone - Perfume - Carboner - Sodium Chloride - Dimethylol Dimethyl Hydantoin - Guar Hydroxypropyltrimonium Chloride - Methylparabean - Zinc Sulfate - Helianthus Annuus - Lysine Hydrocholide - Tocopheryl Acetate - CI 42090 - CI 47005	5 ml (6pcs) 90 ml 180 ml 360 ml	Rp. 2,090.00 Rp. 7,790.00 Rp. 13,930.00 Rp. 23,390.00		TV Print-Ad Radio	White, black and blue.
3	Sunsilk Anti-Dandruff Shampoo By Unilever Indonesia	- Water - Sodium Laureth Sulfate - Cocamidopropyl Betaine - Dimethiconol - Zinc Pyrithione - Dimethicone - Zinc Pyrithione - Sombhloride - Dimethicone - Perfume - Carboner - DMDM hydantoin - Guar Hydroxypropyltrimonium Chloride - Methylparabean - Tocopheryl acetate - Helianthus annuus - Citrus aurantifolia	5 ml (6pcs) 90 ml 180 ml 360 ml	Rp. 1,940.00 Rp. 5,650.00 Rp. 10,840.00 Rp. 22,050.00	Menghilangkan ketombe sejak pertama kali keramas, dan mencegah rambut rontok.	TV Print-Ad Radio	White, light blue and dark blue.
4	Pantene Anti-Dandruff Shampoo By Procter and Gamble Manufacturing	- Water - Amonium Laureth Sulfate - Amlauryl sulfate - Sodium chloride - Glycol distearate - Dimethicone - Citric acid - Zinc Pyrithione - Cetyl Alcohol - Sodium Cictrate - Amonuim Xylenesulfonate - Cocamide MEA - Fragance - Guar Hydroxypropyltrimonium Chloride - Hyrogenatedpolydecene - sodium benzoate - polyqtaternium 10 - PEG 79 - Trymethylolpropoane - Trycaprylate - Panthenol - Panthenyl ethyl ether - Benzyl alcohol - Methylbholorosothia yolinone	5 ml (12pcs) 90 ml 200 ml 400 ml 700 ml	Rp. 4,850.00 Rp. 7,450.00 Rp. 14,980.00 Rp. 28,390.00 Rp. 48,950.00		TV Print-Ad Radio	White and blue