Rejoice Case

It is learnt that P&G will distribute Rejoice only in markets which have a pull factor for the brand. Clearly, the brand has not clicked at the national level to merit the kind of investment on advertising and promotion that Pantene and Head & Shoulders attract from the company.

Moreover, Rejoice's market share has been on the decline since 2007, when it had a marginal share of 2%, says Nielsen's retail audit. The brand's current share, according to industry estimates , is around 0.2-0 .3%. While brand Pantene, on the other hand, has a market share of around 9.5-10 %, and is said to be growing since its relaunch this year.

Rejoice, which is patented with micro-silicone conditioning technology, was launched in India with the unique selling proposition of offering twice as smooth and easy to comb hair as against ordinary shampoos.

According to experts, with companies now pinning their hopes on growing the budding hair conditioners market, they would rather market the two as separate products and not bunch them together. Not only is the advertising directed at prompting the consumer to use both the shampoo and the conditioner, even consumer offers are aimed at enabling buyers to sample conditioners along with the purchase of a shampoo.

Shampoo is among the highest-penetrated categories in the country, with an urban penetration of 91%It is learnt that P&G will distribute Rejoice only in markets which have a pull factor for the brand. Clearly, the brand has not clicked at the national level to merit the kind of investment on advertising and promotion that Pantene and Head & Shoulders attract from the company.

Moreover, Rejoice's market share has been on the decline since 2007, when it had a marginal share of 2%, says Nielsen's retail audit. The brand's current share, according to industry estimates , is around 0.2-0 .3%. While brand Pantene, on the other hand, has a market share of around 9.5-10 %, and is said to be growing since its relaunch this year.

Rejoice, which is patented with micro-silicone conditioning technology, was launched in India with the unique selling proposition of offering twice as smooth and easy to comb hair as against ordinary shampoos.

According to experts, with companies now pinning their hopes on growing the budding hair conditioners market, they would rather market the two as separate products and not bunch them together. Not only is the advertising directed at prompting the consumer to use both the shampoo and the conditioner, even consumer offers are aimed at enabling buyers to sample conditioners along with the purchase of a shampoo.

Shampoo is among the highest-penetrated categories in the country, with an urban penetration of 91%

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