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Acknowledgement
The Submission of this Project Report gives us an opportunity to convey
our gratitude to our Faculty Mr. Rajeev Bhandari for being our mentor
and guide.
Company overview
Introduction
Mission
Vision
4Ps
S.W.O.T. Analysis
Recommendation
Research design:
• Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have in
particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under investigation.
There is a general feeling that descriptive studies are factual and very simple. This
is not necessarily true. Descriptive study can be complex, demanding a high degree
of scientific skill on part of the researcher.
Questions and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be divided into two broad categories:
Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned
with a sample of elements from a given population. Thus, it may deal with
household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements are collected and analyzed. Cross sectional
studies are of two types: Field study and Survey. Although the distinction between
them is not clear- cut , there are some practical differences, which need different
techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at
finding the relations and interrelations among variables in a real setting. Such
studies are done in live situations like communities, schools, factories, and
organizations.
Another type of cross sectional study is survey result, which has been taken by me.
A major strength of survey research is its wide scope. Detail information can be
obtained from a sample of large population .Besides; it is economical as more
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry. Descriptive research includes
survey and fact finding enquiries of different kinds of the major purpose.
Descriptive research is description of the state of affairs, as it exists at present. The
main characteristic of this method is that the researcher has no control over the
variables; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all kinds
including comparative and co relational methods. The reason for using such needs
to be flexile in its approach, but a descriptive study in contrast tends to be rigid and
its approach cannot be changed ever now and then.
After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data. One
of the important tools for conducting market research is the availability of
necessary and useful data.
Primary data: For primary data collection, we have to plan the following four
important aspects.
Sampling
Research Instrument
Secondary Data - The Company’s profile, journals and various literature
studies are important sources of secondary data.
COMPANY OVERVIEW
HUL Introduction
HUL Mission
» Study the hair care market in India and examine how Unilever
launched Clinic Plus in the country.
In the India, Unilever’s goal was to position clinic plus as a brand that
understood the problems faced by women and their needs and
preferences.
The quality is the perception of the customer to meet his or her expectations
towards the performance of the product. Quality is a perceptual, conditional and
somewhat subjective attribute. According to Peter Drucker, quality in a product or
service is not what the supplier puts in. It is what the customer gets out and is
willing to pay for. W.Edwards Deming defines quality as concentrating on “the
efficient production of the quality that the market expects and improvement of
quality is accomplished by better management of design, engineering, testing and
by improvement of processes.
A good customer experience comes from the high quality of the product of
service. When the customer finds that the shampoo is high quality because their
hair grows healthier and stronger. The quality determines the good customer
experience. It will help to shape the consumer behavior.
When majority has national difference in their view for their product’s
quality, 'Country of Origin' (CO) show influence for consumer choice. Effect-of
‘Country of Origin” by now moderate by features user group. It have been
exposing that the impact from the world mentality product improvement has been
enhanced for the foreign country product and this incident disparage local product.
Apart from that, difference in the way consumer accept or consider product
and brand also will influence consumer decision making in their purchasing
behavior. This theory comply show that stereotype country wherein consumer
perceptions for quality and buying value is different in each country. This matter
influence consumer thinking and action to more than inclined make choices deep
buying decision product. This tendency afford lead consumer behaviour, but
consumer behaviour is not the same where it can become anything specific.
Willing Sharma et al. (1995) cultural similarity among two different countries is a
factor which can influence tendency 'consumer ethnocentric' impact on consumer
behavior towards product produced by foreign country. Hence, there is higher
desire level to purchase local produce product.
Social Influence
So, the people will seek for social recognition. They will be influenced by the
social because they want the people to recognize and agree with them. We are
living in a interconnected world. We exert influence to each other. For an example,
the family members can strongly influence buyer behaviour. The family is the most
important consumer buying organization society and it has been researched
extensively. The marketers are interested in the roles, and influence of the husband,
wife and children on the purchase of different products and services.
Clinic plus
Clinic plus is a hair care brand, primarily aimed at women, produced by the
Unilever group. Clinic plus is Unilever’s leading hair care brand, and ranks as one
of the Anglo-Dutch conglomerate's “billion dollar brands". Clinic plus shampoos,
conditioners and other hair care products are sold in 69 countries worldwide.
Clinic plus is sold under a variety of different names in markets around the world
including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America
and the Middle East and is the number one hair care brand in Brazil, Argentina,
Bolivia, Sri Lanka and Thailand.
In 1958, a new transparent polythene tube for the liquid shampoo was introduced
as an alternative large size pack to the bottle. Clinic plus was also available in such
tubes.
In 1960, Clinic plus Tonic shampoo was launched, containing skin healing
ingredient Allantoin – designed to help keep the scalp free from infection.
In 1961, Clinic plus Liquid shampoo was re-launched to Clinic plus Beauty,
because ‘Liquid’ in the name, originally used to distinguish the product from
powdered shampoos had become meaningless as the majority of shampoos were
now in liquid form.
In 1962, Clinic plus was marketed as a range of shampoos for different hair types.
Clinic plus significantly improved product formula and launched new variants in
1966: the first major shampoo to contain olive oil, which acted as conditioner to
make hair soft and manageable; shampoo for dull hair, which restored hair’s
natural shine; lemon shampoo for greasy hair with deep cleansing ingredients.
Clinic plus hair spray was first launched in 1964 to enter an expanding hair-spray
market, but in 1966 a new product formula was developed which gave hold, even
in damp weather whilst still caring for hair. The hair spray contained a French
perfume and could easily be removed by brushing or shampooing it out.
In 1969, all Clinic plus shampoo was re-packaged in new PVC bottles, which were
larger than traditional glass bottles for the same price.
Clinic plus conditioner was launched in 1971 with three variants for dry, normal
and greasy hair. In 1973, Clinic plus launched an aerosol dispensed setting lotion.
An economy size shampoo bottle was introduced for Clinic plus in 1974.
In 1975, Clinic plus became the biggest name in hair care with 1,000,000 packs
being sold every week.
In 1980, the whole Clinic plus range was re-launched, with improved formulations
and packaging design to bring the brand into the 1980s.
In 1985, Clinic plus styling mousse was launched and 2 years later a conditioning
mousse followed.
In 2001, Clinic plus moved into the hair colourant market for Asian-type dark hair,
offering a range of seven permanent colours from natural black to copper with
purple, red and gold tints.
In 2003, Clinic plus launched a new range of shampoos and conditioners, which
were developed to meet women’s hair needs and reflect the way women think
about their hair. The fake institute (a trademark by Sedal[1]) "Elida Hair Institute"
developed the products in response to market research. Each product contained a
unique formulation of ingredients, combining the best from natural and scientific
worlds to help combat common hair problems.
Milestones
Clinic plus began advertising in 1955 with a campaign that focused on specific hair
"issues". In the UK, the campaign focused on shiny hair. During the 1960s, a
television commercial of Clinic plus featured a tune composed by John Barry,
“The girl with the sun in her hair”, which proved so popular that it was
subsequently released as a pop single.
Clinic plus radio commercials were aired in 1969 featuring Derek Nimmo to
support the new Clinic plus Herb shampoo for problem hair called “Hairy Tales”.
In the early 1970s, Clinic plus was advertised with the slogan “All you need is
Clinic plus”.
Celebrity associations
Actress and former Miss World Priyanka Chopra is the brand ambassador for
Clinic plus in India. [3]
In 2009, singer Delta Goodrem was announced as the "face of Clinic plus" in
Australia. The singer and her music have since featured in several Clinic plus
adverts.[4]
Sarah Geronimo, Philippines' Popstar Princess also became the "face of Clinic
plus" in the Philippines. Her song RECORD BREAKER was featured in many TV
shows and radio programs in the Philippines.[5] [6]
Magazine
In 2003, Clinic plus (Seda) launched the first hair only glossy magazine in
Argentina aiming to communicate to the professional hair industry. More than
800,000 copies are published each month. The magazine focuses on hair, fashion
and beauty issues as well as showcasing hairdressers’ work. It is sold locally on
news stands and distributed to hair salons.
Gang of Girls
In 2008, Clinic plus India launched a social networking site called Gang of Girls [7],
which offered its users access to a variety of local and global experts to address
various hair care needs through its content, blogs and live chat room. The site
includes rich content of hair care and fashion, and users can also take part in
interactive games and quizzes.
Co-Creation collaboration
From 2009 Clinic plus started working with a number of professional hair
"experts" to develop new and improved products. Each hair “issue" variant links to
an "expert” with the relevant specialist hair knowledge. For example, Dr Francesca
Fusco, a New York dermatologist, co-created a “hairfall” variant for the brand. The
line up also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant
Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage
Reconstruction and Yuko Yamashita (known for Japanese hair straightening) for
Perfect Straight.
Availability
• contests
• point of purchase displays
• rebate (marketing)
• free travel, such as free flights
Sales promotions can be directed at either the customer, sales staff, or
distribution channel members (such as retailers). Sales promotions
targeted at the consumer are called consumer sales promotions. Sales
promotions targeted at retailers and wholesale are called trade sales
promotions. Some sale promotions, particularly ones with unusual
methods, are considered gimmick by many.
Political issues
• Above the line promotion: Promotion in the media (e.g. TV, radio,
newspapers, Internet, Mobile Phones, and, historically, illustrated
songs) in which the advertiser pays an advertising agency to place
the ad
• Below the line promotion: All other promotion. Much of this is
intended to be subtle enough for the consumer to be unaware that
promotion is taking place. E.g. sponsorship, product placement,
endorsements, sales promotion, merchandising, direct mail,
personal selling, public relations, trade shows
Campaign intentions
Target markets
One area in which the alcohol industry have faced criticism and
tightened legislation is in their alleged targeting of young people.
Central to this is the development of alcopops – sweet-tasting, brightly
coloured drinks with names that may appeal to a younger audience.
However, numerous government and other reports have failed to support
that allegation.[2]
The European Union and World Health Organization (WHO) have both
specified that the advertising and promotion of alcohol needs to be
controlled. In September 2005, the WHO Euro Region adopted a
Framework for Alcohol Policy for the Region. This has 5 ethical
principles which includes "All children and adolescents have the right to
grow up in an environment protected from the negative consequences of
alcohol consumption and, to the extent possible, from the promotion of
alcoholic beverages" [1]. Cross-border television advertising within the
[3]
EU is regulated by the 1989 Television without Frontiers Directive.
Article 15 of this Directive sets out the restrictions on alcohol
advertising:
PRODUCT
Dull hair needs a rich black shine. New Clinic plus with
Melanin extracted from plants serves this purpose very
effectively. It helps in the growth and retention of the black
color of hair, giving it a rich black shine.
.
♦ Green Clinic plus with Fruitamins Vitamins from fruit Extracts:
Thin and limp hair needs extra body and volume. New clinic
plus with Fruitamins has natural extracts from fruit that
contains Vitamins. These vitamins help in giving extra body,
shine and amazing manageability to the thinning and lifeless
hair.
36.36%
30.30%
1 2.12% 12.12%
9.09%
PRICING
Promotional strategy
PLACE
Distribution Objective:
OUTLETS,
RETAILERS
SWOT ANALYSIS OF CLINIC PLUS
STRENGTHES
• Advertisement flaws-
o Devaluation of product
o Product’s quality looses its values
o Poor promotion of free samples
o No unique identification of product
OPPORTUNITIES
THREATS
Conclusion
Shampoo is the personal hygienic product and has a large market. So, it is
important to determine which factors play the pivotal role to influence the
Attractive packaging
Global expansion
Shampoos for seniors and male segment after doing hormonal and
environmental research. If dermatologist consult must be there
which helps company to formulate new Shampoos.
QUESTIONNAIRE
Name of Respondent: Ag Se
Occupation Appr oximate
1.1. Shampoo
1.2. Soap
1.3. Shikakai
1.4. Shampoo and Shikakai
2. If you use a shampo o, how often do you use it? (select the
nearest range)
2.1. Daily
2.3. Weekly
2.4. Monthly
3.1. chik
3.3. sunsilk
3.4. Head & Shoulders
4.1. Chic
5.1. Sachets
6.1. Yes
6.2. No
7.1. All
8.3. Conditioning
9.2. Agree
9.4. Disagree
12.1. Packaging
12.2. Features
12.3. Cost
12.4. Brand
Bibliography
www.clinicplus.com
www.clinicplusshampoo.org
www.wikipedia.org
India today
Business today magazine