Shampoo in 'Merica
1- Estimation problem: The Total Market in US Per Year for
Shampoo.
2- Questions I would think about:
a) Who
are the consumers b) Quantity per month c) Average cost
Memo:
Let’s talk about shampoo. This is a product known to all of us, and we know it works for making our hair clean and fabulous. Who doesn’t use shampoo? Even when you use soap to wash your hair, at least one time per year you use shampoo. It doesn’t matter about gender, age, or race: All of us like to be clean. And of course women like to have wonderful hair, and they are the biggest consumers of this product in America.
In the USA the principal consumer of shampoo are women, but 1 in 3 women will skip a shower or a workout to preserve their style, according to a 2013 Dove national survey of 1,000 women. Even when men tend to wash their hair every day when they take a shower, they don’t use the same amount of shampoo that women use.
When I was doing my research for this project, I asked some of my friends about how much shampoo they use per month, and how often they change the brand, and I was really surprised. The 3 girls that I asked told me, they just buy what smells good, and they don’t check price. And they don’t tend to wash their hair often because they want to preserve the look. On the other hand, of the 3 men I asked, one told me he even uses conditioner, because it makes his scalp less dry (and he use both, shampoo and conditioner on his beard): the other two said the bottle lasts around two months.
Men and woman can spend different amounts of money; the price of shampoo goes between $1.94 to $39.99 (Wallmart.com), but people usually buy shampoo around the $5.97. All of this depends of what the customers want: to save some money or to give to their hair a nice treatment.
With all of this we discover that maybe men and woman are not so different; Both want something good, and if a guy likes to take care of his hair…why not? The important thing is each gender likes to be presentable even with their hair.
|
Customer Segment
|
# of Costumers
|
Aver. # per year
|
Unit Cost
|
Total per individual
|
Total gender
|
|
Men |
1.455.000
|
6
|
$5.97
|
$35.82
|
$52.118.100
|
|
Women |
1.545.000
|
6
|
$5.97
|
$35.82
|
$55.341.900
|
|
TOTAL |
3.000.000
|
12
|
$11.94
|
$71.64
|
$107.460.000
|
