SITUATION

ANALYSIS
Market Size & Set Wets Market
209

204

Barriers towards Gel Usage

86
76

195

32
18
73

53

2012
Market Size( in Rs Cr)

Low penetration
Low awareness rate
High Lapsage rate
Reduction of total industry size

29
16

2019

20
12

1510

1410

72

2013

2014
Set Wet

Set Wet's Market( in Rs Cr)

Marketing problem

2723

Consumer Needs

Natural Product
Nourishes the hair
Anti dandruf
Anti Hair fall

Other Hair Gels

Inference

Negative perception about hair damage

Not natural
Causes scalp problems
Not for regular use

PRIMARY RESEARCH
We conducted surveys and in-depth interviews. We are listing down the findings and main themes emerging out
of this primary research.
Through the survey, people who use hair styling gels were
asked to rank six attributes of hair products in the order of
2 Major Themes
1 Barriers to Use
49 of 56 (88%) respondents in the survey
belong to the age group of 21-25 years.
Out of 40 respondents who said they do not
use Hair Styling Gels, the occurrence of
multiple reasons selected is as follows:

importance. They were also asked to rate the performance of

a hair gel on these parameters as they perceived it. The
following graph shows the overall perception of importance of
these attributes:

Mean Rank

Substitute Products
0

Low Awareness 1
Product Dissatisfaction

Lack of availability 1
Styling not needed
High Price
Perception of Harm

18

Mean Points out of 100

3
26

34.86

40

33

70.14

44.29

72.14

Therefore 65% of these respondents who do

not use hair gel perceive it to be harmful to
hair and 45% do not feel the necessity to
style their hair.
The above primary data confirms the
existence of the perception of hair gels
causing damage to hair. Another point that
surfaces is that for this segment of males
belonging to the age group of 21 to 25 years,
hair styling is possibly not the top most
priority

Therefore even for people who use hair styling gels, hair care
attributes like hair fall protection, anti-dandruf action and
nourishment are much more important than hair styling
attributes.
Also the perceived performance of a hair gel on the most
important attributes are low, and the performance rating is
highest on attributes perceived less important.

Respondents are mainly concerned about

quality of hair
Prefer using hair care products rather
than hair styling products
Four main benefits of hair care products
desired are hair re-growth stimulation,
anti-dandruf,
conditioning
and
maintaining natural colour of hair
Respondents feel that people use hair
styling gels mostly for the purpose of
spiking their hair and that for regular
styles these gels are not that necessary
Also we found that the consumers use
more of hair styling gel after a haircut
21-25 years age group is more focused
on hair care, they are in a state of flux
When asked about how frequently people
tend to use hair gels, the respondents
replied that they use it for specific
occasions than on a day to day basis as
using hair gels leads to hair fall
When asked to name some hairstyling
gels the respondents replied- Gatsby,
Garnier,
Brylcream,
Park
Avenue,
Parachute and Set Wet, of which they
have used Gatsby, Parachute in the past
and presently uses Garnier and Parachute
The respondent feels that there should be
product development done to create a
hair product that could combine the
benefits of hair care and hair styling

INSIGHTS
GAINED

1 Need Gap Analysis

Based on our surveys we
following need gap analysis

have

reached

the

Need
The needs felt by the target group of 15-20 years of age
are mostly centered on hairstyle. The need states
Shiny Hair
Silkiness
Strong hold
The needs felt by the target group of 21-25 years of age
are mostly centered about hair care and are concerned
with benefits like:
Growth stimulating nourishment
Anti-dandruf protection
Conditioning
Hair styling by gels, though necessary, is largely
perceived as an occasional activity done on specific
occasions and the negative perception of harm deters
more frequent use.
Gap

Therefore the gap in the product ofered is the space for

a hair styling product that ofers the benefits of hair
care products as well.
If a product with this positioning can be developed to
target the same segment of men between 21 to 25
years of age, it can achieve
A higher market penetration

Insights on Target Market

Males in the age group of 15 to 20 years are concerned mostly with hair styling.
The age group of 21 to 25 years that slowly transitions from hair styling, more towards
hair care.
So if the segment of males between 15 to 20 years is targeted with the current
product and positioning, it can achieve greater penetration in this particular segment
However in order to target the segment of males between 20 to 30 years of age,
product development needs to be done to create a product that can be positioned as a
hair styling product with hair care benefits, in order to achieve greater penetration in
this segment
3

Product Offering &

Positioning

Target group(15-20 years)

Product
Offering:
Existing set-wet product
and also include herbal
set wet product so that
nourishment
concerns
can also be addressed,
but main focus should
remain on styling
Positioning: Strong Hold,
Shiny Hair, Stylish look,
Applicable for all hair cuts

Target group(21-25 years)

Product Offering: 1. A
brand new hair gel which
serves the purpose of hair
nourishment and gives a
shinny look.
2. Introduction of a sachet,
which is like one shot use for
occasions
like
new
workplace, job or event or
party occasions
Positioning:
Intact
hair
density, Hair nourishment and
styling solution (2 in 1),
Increasing frequency of use
by promoting the nourishment
aspect
of
the
gel
and
introducing sachets

Percentage calculation
Assumption : Most of SET WET is consumed by users in the age
group 15-25 yrs

Assumption: Lapse rate is taken to be constant through the years

Inference:
1. In both the category , it is seen that existing product is not up
to the mark as customer expectations and hence the total
sales to new customers is declining
2. Though most of the sales happen in 15-18 yrs segment, but the
new customers segment is not growing and hence they need
newer and more stylish products
3. In the segment >19 years, they are more passive users of SET
WET and hence , the decline has not been that sharp.