Shampoo manufacturers recognize that consumers have diverse needs regarding shampoo types, such as formulations for curly hair, two-in-one shampoos for ease of use, or those offering color protection. To address these varied preferences, manufacturers segment the market based on these specific consumer needs and develop targeted products for each group. This practice is known as market segmentation , a key marketing strategy that divides the overall market into smaller segments with shared characteristics or needs, allowing companies to tailor products and marketing efforts effectively
. By engaging in market segmentation, shampoo manufacturers can better satisfy different consumer groups, such as those seeking anti-dandruff solutions, medicated shampoos, or kid-friendly formulas. This approach helps brands to create focused product lines that meet the unique demands of each segment, enhancing customer satisfaction and loyalty
. Additionally, the shampoo market is served by various distribution channels including supermarkets, drug stores, online retail, and specialty stores, which further support reaching distinct consumer segments. Major multinational companies like Procter & Gamble, Unilever, and L’Oreal dominate the market by leveraging broad product portfolios and extensive distribution networks to cater to these segmented needs globally
. In summary, shampoo manufacturers are involved in market segmentation by developing specialized shampoos tailored to different hair types and consumer preferences, thereby optimizing product offerings and marketing strategies to meet diverse consumer demands.
