Hair care survey on parlors & salons in Dhaka

Abstract

Unilever Bangladesh Ltd. is one of the world‟s most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. Unilever Bangladesh Limited has five departments to carry out all the organizational functions. I was appointed in Brand Activation Departments Headed by the Brand Activation Manager as an intern. This internship report is on “Hair Care Survey on Parlors & Salons in Dhaka”. The report comprises the survey of 60 ladies parlors and 34 men‟s salons in the Dhaka metropolitan city. The survey includes both qualitative and quantitative issues. The findings differed slightly between the two groups of gender. Women are more concerned about voluminous hair and prevention of split ends than men but both the gender are concerned about nourishment of hair, hair fall problems, dandruffs etc. Both men and women are becoming increasingly aware of the quality of the hair care products used in parlors and salons. According to the survey, majority of the parlors are using cheap Chinese, Thai or Indian herbal shampoos and conditioners. Caring conditioner is a prominent brand used in parlors owing to its cost effectiveness. Among the local brands, Sunsilk is the most commonly used brand in Grade B and Grade C parlors and Pantene is used in Grade A parlors especially for premium customers as Pantene is considered as high end product by customers. In men‟s salons, Pantene and Head & Shoulder dominate while conditioners are rarely used. Men‟s salon mostly prefers 2 in 1 shampoo and conditioner. One of the major necessities is to build and maintain a good relationship with parlors and salons and initiatives like beauty seminars, beauty talk shows on television or radios or other promotional campaign can be arranged that will lead to a win-win situation for both the company and the parlors and salons. An important concern of parlors and salons is the unavailability of 5 liters gallon shampoos in the market, limited sales on credit and direct delivery opportunities which should be considered if profit is to be boosted from this sector. This report includes valuable insights gained from the survey and suggestions to overcome some of the problems faced by parlors and salons regarding hair care products and how a good relationship can be built with parlors and salons to ensure attractive yield from this sector.