Retail Audit

Champo…champi…shampoo

Shampoo is a hair care product used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that build up in hair. According to Wikipedia, Shampoo originally meant head massage in several North Indian languages. Both the word and the concept were introduced to Britain from colonial India. The word shampoo in English is derived from the Hindi champo. Its English usage in Anglo-Indian dates to 1762. In India the term champo was used for head massage, usually with some form of hair oil. However, the product has evolved over time and so has its packaging. From heavy, slippery glass bottles, the transformation to semi-rigid packaging with the use of copolymers has been quite a journey. Aakriti Agarwal discusses various aspects of shampoo bottle packaging as observed in the kirana stores and supermarkets of the Delhi-NCR region.

September 23, 2009

Environment — Shampoos get well organised, dedicated and visible space in both supermarkets and kirana stores. All the brands are placed in shelves in any given shop, thus the competition is fierce. Point of purchase display is an increasing marketing trend and is seen in all retail formats — supermarkets, kiranas and departmental stores. Merchandising display is usually seen only in high-end super markets, mostly in malls. We observed that in supermarkets usually all the brands were stacked together in the shampoo section. No brand was placed at two places in the same store. In departmental stores, all the brands were placed together in one space allotted for shampoos. ...cont´d

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