This action might not be possible to undo. Are you sure you want to continue?
INVERTIS INSTITUTE OF MANAGEMENT STUDIES
Submitted to :Anil Chand
Submitted by :Imtiyaz Ahmad BBA-VI Sem (A)
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.
We express our deepest thanks to him for providing us the guidelines to make the project that helped us in better understanding of CLINIC PLUS and its working.
1 : To know about the CLINIC PLUS. 2: To know about the difficulties faced by the CLINIC PLUS. 3: To know about the growth strategies used by CLINIC PLUS. 4. To about the various promotional strategies of CLINIC PLUS. 5: To know about the 4 P’s of CLINIC PLUS.
Company overview Introduction Mission Vision Launching CLINIC PLUS in India. 4Ps S.W.O.T. Analysis Recommendation
"We are thrilled to launch this community as we see it as CLINIC PLUS defining interface for its consumers." –Hindustan Unilever executive
In fact. and strategy of investigation conceived as to obtain answers to research questions and to control variance. “Research Design is a plan. which work as a base for drawing conclusion and getting result. consumption pattern. Types of research is: • Descriptive Research The type of research adopted for study is descriptive. The main objective of survey was to collect appropriate data. The project was based on the survey plan. conceptual structure. A research design specifies the methods and procedures for conducting a particular study. it is the key to the evolution of successful marketing strategies and programmers. Descriptive studies are undertaken in many circumstances when the researches is interested to know the . research methodology is the way to systematically solve the research problem. According to Kerlinger. It is an important tool to study buyer’s behavior. Without a proper well-organized research plan. and focus market changes. it is impossible to complete the project and reach to any conclusion. brand loyalty. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Research design: Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. Therefore.Research Methodology: Research methodology is considered as the nerve of the project.
Descriptive study can be complex. Although the distinction between them is not clear. Such studies are done in live situations like communities. This is not necessarily true. Descriptive studies can be divided into two broad categories: Cross Sectional and Longitudinal Sectional. or other entities. Thus. It is therefore necessary. Questions and deciding the types of data to be collected and the procedure to be used in this purpose. making projections of a certain thing. retail stores. dealers. where and how” of the subject under investigation. and organizations. 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.characteristic of certain group such as age. Data on a number of characteristics from sample elements are collected and analyzed. but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. . The objective of such study is to answer the “who. occupation or income. Field studies are ex-post-factor scientific inquiries that aim at finding the relations and interrelations among variables in a real setting. sex. Descriptive studies are well structured. education level. which need different techniques and skills. there are some practical differences. when. the researcher give sufficient thought to framing research. or determining the relationship between two or more variables. what. demanding a high degree of scientific skill on part of the researcher. factories. There is a general feeling that descriptive studies are factual and very simple. An exploratory study needs to be flexible in its approach. it may deal with household.cut . Cross sectional studies are of two types: Field study and Survey. A cross sectional study is concerned with a sample of elements from a given population. schools.
The Company’s profile. In addition. Sampling Research Instrument Secondary Data . journals and various literature studies are important sources of secondary data. Descriptive research is description of the state of affairs. we have to plan the following four important aspects. At this stage. 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. which has been taken by me. Detail information can be obtained from a sample of large population . A major strength of survey research is its wide scope. we have to identify and select which type of data is to research. The methods of research utilized in descriptive research are survey methods of all kinds including comparative and co relational methods. The main characteristic of this method is that the researcher has no control over the variables. Descriptive research includes survey and fact finding enquiries of different kinds of the major purpose. it is economical as more information can be collected per unit of cost.Besides. Data collection methods: After the research problem. he can only report what has happened or what is happening. Primary data: For primary data collection. we have to organize a field survey to collect the data.Another type of cross sectional study is survey result. One of the important tools for conducting market research is the availability of necessary and useful data. it is obvious that a sample survey needs less time than a census inquiry. as it exists at present. .
HUL Mission Unilever's mission is to add vitality to life. . First foreign subsidiary to offer 10% of its equity to Indian public. and personal care with brands that help people feel good. hygiene. We meet everyday needs for nutrition. The merger was beneficial to both companies as palm oil was a major raw material for both margarine and soap and could be imported more efficiently in larger quantities. Largest fast moving consumer goods company with leadership in home and personal care products.COMPANY OVERVIEW HUL Introduction Unilever. was formed in 1930 as a result of a merger between British soap maker Lever Brothers and Dutch margarine producer Margarine Union. an Anglo-Dutch company. foods and beverages and specialty chemicals. look good and get more out of life.
by making a real difference to every Indian.HUL Vision To earn the love and respect of India. » Analyze the future prospects of Clinic Plus brand in India and explore strategies that the company can adopt. Largest beauty shampoo brand in the country. particularly the ‘Hairapy’ and the global ‘Life Can’t Wait’ campaign. Positioned as the 'Hair Expert' . » Study the hair care market in India and examine how Unilever launched Clinic Plus in the country. launching clinic plus in india • Understand the issues and challenges in launching a brand in the market. » Analyze the promotional strategies adopted by Unilever to promote the Clinic Plus brand in India.
It was launched in India in 1964.” . which was the first anti-dandruff shampoo in India. Clinic Plus was a leading brand of Unilever. Livon and hair masks were introduced — transforming Clinic plus into a complete hair care brand • Hindustan Unilever launched the Gang of Girls website in June ’06. Within ten years of its launch in India Clinic Plus launched a tonic shampoo for dandruff. Unilever’s goal was to position clinic plus as a brand that understood the problems faced by women and their needs and preferences. In the initial years in India. Clinic plus had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners. “India’s first online girl community concept. Clinic plus was a cosmetic beauty shampoo. In the India. Latin America. the Middle East and North Africa. marketed in more than 50 countries in Asia.
quality in a product or service is not what the supplier puts in. testing and by improvement of processes. When the customer finds that the shampoo is high quality because their hair grows healthier and stronger. Quality is a perceptual. It will help to shape the consumer behavior. According to Peter Drucker. conditional and somewhat subjective attribute. It is what the customer gets out and is willing to pay for. A good customer experience comes from the high quality of the product of service. The quality determines the good customer experience. W. It have been . Effect-of ‘Country of Origin” by now moderate by features user group.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. 'Country of Origin' (CO) show influence for consumer choice.Quality The quality is the perception of the customer to meet his or her expectations towards the performance of the product. Theory COB (Country-of-Origin Of Brand) When majority has national difference in their view for their product’s quality. engineering.
1968). 1996). 1996. Hugstad And Durr. Lantz And Loeb. Although there were research about some propound question on the importance of OC (country of origin) to consumer decision making (Elliott And Cameron. However. 1994). 1996. This matter influence consumer thinking and action to more than inclined make choices deep buying decision product. It also has shown a more powerful impact for brand. 1996. difference in the way consumer accept or consider product and brand also will influence consumer decision making in their purchasing behavior. 1990. impact accepted from nationalism for product improvement has been enhanced for local produce product and it has been understated foreign produced product (Mohammed Y A Rawwas. K N Rajendran. 1994. (Cordell. CO (country of origin) has been defined as extrinsic who act as risk mitigation or quality sign consumer for counters. Market difference between the local shampoo and the imported shampoo is dissimilar by factors as culture. Through consumer decision making. 1994). CO's Impact (country of origin). 1992). Schooler And Wildt. price or quality of a stated product (Ahmed and d'Astous. 1986. Gerhard A Wuehrer.exposing that the impact from the world mentality product improvement has been enhanced for the foreign country product and this incident disparage local product. This theory comply show that stereotype country wherein consumer perceptions for quality and buying value is different in each country. Okechuku. Apart from that. Mitchell And Greatorex. 1996. but . plenty researcher has shown that CO (country of origin) have the titan effect on purchasing behavior for product and tendency of purchase stated by the product. This tendency afford lead consumer behaviour. lately. history and geography. also known as “ locally-made” concept and has been defined by widespread resultant that positive or negative impact whether product produced by local production will influence by decisionmaking process consumer (Elliott And Cameron.
For an example. (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. We exert influence to each other.consumer behaviour is not the same where it can become anything specific. The family is the most important consumer buying organization society and it has been researched extensively. the family members can strongly influence buyer behaviour. He suggests individuals aim to meet basic psychological needs of hunger and thirst. . where the priority lay with job security and the knowing that an income will be available to them regularly. He set out his answer in a form of a hierarchy. Esteem need is the need for status and recognition within society. Willing Sharma et al. safety needs. 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. wife and children on the purchase of different products and services. Social Influence According to Maslow Hierachy of Needs. So. the need to have a good job title and be recognised or the need to wear branded clothes as a symbol of status. Social needs come in the next level of the hierarchy. Hence. the people will seek for social recognition. the need to belong or be loved is a natural human desire and people do strive for this belonging. When this has been met they then move up to the next stage of the hierarchy. The marketers are interested in the roles. it explains what motivated individuals in life to achieve. there is higher desire level to purchase local produce product. status sometimes drives people. and influence of the husband.
and by 1959 it was available in 18 different countries worldwide. In 1960. containing skin healing ingredient Allantoin – designed to help keep the scalp free from infection. . produced by the Unilever group. Latin America and the Middle East and is the number one hair care brand in Brazil. Sri Lanka and Thailand. Bolivia.Clinic plus Clinic plus is a hair care brand. In 1958. Clinic plus shampoos. At the time. primarily aimed at women. Clinic plus had an advantage over other shampoos in the market as it only needed one application. Clinic plus is Unilever’s leading hair care brand. Clinic plus is sold under a variety of different names in markets around the world including Elidor. conditioners and other hair care products are sold in 69 countries worldwide. a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". Clinic plus Tonic shampoo was launched. Argentina. Clinic plus was also available in such tubes. • [ hed in the UK in 1954. Clinic plus cream shampoo for dry hair was launched in 1956. The brand is strongest in Asia. and so meant washing less natural oils from the hair. Seda and Sedal.
. even in damp weather whilst still caring for hair. originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form. which were larger than traditional glass bottles for the same price.In 1961. normal and greasy hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out. In 1980. but in 1966 a new product formula was developed which gave hold.000. An economy size shampoo bottle was introduced for Clinic plus in 1974. which acted as conditioner to make hair soft and manageable. which restored hair’s natural shine. Clinic plus Liquid shampoo was re-launched to Clinic plus Beauty. lemon shampoo for greasy hair with deep cleansing ingredients. Clinic plus became the biggest name in hair care with 1. Clinic plus was marketed as a range of shampoos for different hair types. Clinic plus hair spray was first launched in 1964 to enter an expanding hair-spray market. In 1975. In 1969. In 1962. all Clinic plus shampoo was re-packaged in new PVC bottles. Clinic plus conditioner was launched in 1971 with three variants for dry.000 packs being sold every week. In 1973. Clinic plus significantly improved product formula and launched new variants in 1966: the first major shampoo to contain olive oil. the whole Clinic plus range was re-launched. Clinic plus launched an aerosol dispensed setting lotion. with improved formulations and packaging design to bring the brand into the 1980s. because ‘Liquid’ in the name. shampoo for dull hair.
combining the best from natural and scientific worlds to help combat common hair problems. 1955 – First advertisement of Clinic plus appeared on TV. 1968 – Clinic plus shampoo re-packaged in PVC bottles. 1964 – Launch of Clinic plus hair spray. 2003 – Clinic plus glossy magazine launched in Argentina. In 2003. In 2001. Each product contained a unique formulation of ingredients. Milestones • • • • • • • • 1954 – Clinic plus first launched in the UK. which were developed to meet women’s hair needs and reflect the way women think about their hair. 1975 – Clinic plus became the biggest name in hair care. Clinic plus launched a new range of shampoos and conditioners. 2008 – Social networking site Gang of Girls was introduced in India. The fake institute (a trademark by Sedal) "Elida Hair Institute" developed the products in response to market research. . offering a range of seven permanent colours from natural black to copper with purple.In 1985. Clinic plus moved into the hair colourant market for Asian-type dark hair. 1971 – Launch of Clinic plus conditioner. red and gold tints. Clinic plus styling mousse was launched and 2 years later a conditioning mousse followed.
During the 1960s. 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”. “The girl with the sun in her hair”. The singer and her music have since featured in several Clinic plus adverts. Celebrity associations Madonna Madonna (entertainer). singer Delta Goodrem was announced as the "face of Clinic plus" in Australia. the campaign focused on shiny hair. Actress and former Miss World Priyanka Chopra is the brand ambassador for Clinic plus in India. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”. Shakira and Marilyn Monroe all featured in Clinic plus's 2008 advertising campaign “Life Can’t Wait” which launched with a Super Bowl XLII spot. Clinic plus was advertised with the slogan “All you need is Clinic plus”.First advertising Clinic plus began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK. a television commercial of Clinic plus featured a tune composed by John Barry. . In the early 1970s.  In 2009. which proved so popular that it was subsequently released as a pop single.
fashion and beauty issues as well as showcasing hairdressers’ work. The site includes rich content of hair care and fashion. Co-Creation collaboration From 2009 Clinic plus started working with a number of professional hair "experts" to develop new and improved products. Thomas Taw for Damage . It is sold locally on news stands and distributed to hair salons. The magazine focuses on hair. Teddy Charles for Plumped Up Volume.  Magazine In 2003. Clinic plus (Seda) launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry. Gang of Girls In 2008. which offered its users access to a variety of local and global experts to address various hair care needs through its content. For example.Sarah Geronimo. Rita Hazan for Vibrant Colour. Dr Francesca Fusco. The line up also includes: Jamal Hammadi for Black Shine. Philippines' Popstar Princess also became the "face of Clinic plus" in the Philippines. blogs and live chat room. co-created a “hairfall” variant for the brand. Each hair “issue" variant links to an "expert” with the relevant specialist hair knowledge. More than 800. a New York dermatologist. and users can also take part in interactive games and quizzes.000 copies are published each month. Clinic plus India launched a social networking site called Gang of Girls . Her song RECORD BREAKER was featured in many TV shows and radio programs in the Philippines.
and publicity/public relations. such as free flights . limited time to increase consumer demand. stimulate market demand or improve product availability. Availability Clinic plus is available in over 60 countries worldwide.) Media and non-media marketing communication are employed for a pre-determined. ADVERTISING & SALES PROMOTION Sales promotion is one of the four aspects of promotional mix. Examples include: • • • • contests point of purchase displays rebate (marketing) free travel. personal selling. (The other three parts of the promotional mix are advertising.Reconstruction and Yuko Yamashita (known for Japanese hair straightening) for Perfect Straight.
Price reduction may be a percentage marked on the package. 25 percent extra). are considered gimmick by many. Coupons: coupons have become a standard mechanism for sales promotions. Cents-off deal: Offers a brand at a lower price.Sales promotions can be directed at either the customer. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example. Some sale promotions. or credits for purchases and redeem them for rewards. • • • . particularly ones with unusual methods. sales staff. Sales promotions targeted at retailers and wholesale are called trade sales promotions. miles. Sales promotions targeted at the consumer are called consumer sales promotions. Two famous examples are Pepsi Stuff and AAdvantage. or distribution channel members (such as retailers). Consumer sales promotion techniques • • Price deal: A temporary reduction in the price. such as happy hour Loyal Reward Program: Consumers collect points.
Mobile couponing: Coupons are available on a mobile phone.• Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. Consumers show the offer on a mobile phone to a salesperson for redemption. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. On-line couponing: Coupons are available on line. Online interactive promotion game: Consumers play an interactive game associated with the promoted product. On-shelf couponing: Coupons are present at the shelf where the product is available. See an example of the Interactive Internet Ad for tomato ketchup. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. Point-of-sale displays:o o • • • • • • • • • Aisle interrupter: A sign that juts into the aisle from the shelf. Dangler: A sign that sways when a consumer walks by it. Consumers print them out and take them to the store. .
Necker: A coupon placed on the 'neck' of a bottle. Dealer loader: An incentive given to induce a retailer to purchase and display a product. o o o o • Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased. YES unit: "your extra salesperson" is a pull-out fact sheet. Glorifier: A small stage that elevates a product above other products. Trade contest: A contest to reward retailers that sell the most product.o o Dump bin: A bin full of products dumped inside. Lipstick Board: A board on which messages are written in crayon. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. Wobbler: A sign that jiggles. • • • • . Training programs: dealer employees are trained in selling the product. Trade sales promotion techniques • Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
An extra commission paid to retail employees to push products. as they are regarded in those countries as bordering upon unfair business practices. Political issues Sales promotions have traditionally been heavily regulated in many advanced industrial nations. the United Kingdom formerly operated under a resale price maintenance regime in which manufacturers could legally dictate the minimum resale price for virtually all goods. Most European countries also have controls on the scheduling and permissible types of sales promotions. with the notable exception of the United States. Famous examples include the car wash that was barred from giving free car washes to regular customers and a baker who could not give a free cloth bag to customers who bought more than 10 rolls. Germany is notorious for having the most strict regulations. For example. this practice was abolished in 1964.• Push money: also known as "spiffs". Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function . .
direct mail. newspapers.Promotion (marketing) Promotion involves disseminating information about a product. merchandising.g. A promotional plan can have a wide range of objectives. Mobile Phones. product line. historically.g. and. or company. and how much money to budget for each. endorsements. A promotional mix specifies how much attention to pay to each of the four subcategories. sales promotion. illustrated songs) in which the advertiser pays an advertising agency to place the ad Below the line promotion: All other promotion. TV. new product acceptance. personal selling. product placement. sponsorship. pricing. trade shows • The specification of these four variables creates a promotional mix or promotional plan. creation of brand . (The other three elements are product marketing. E. radio. brand.) Promotion is generally sub-divided into two parts: • Above the line promotion: Promotion in the media (e. public relations. Internet. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. place. It is one of the four key aspects of the marketing mix. including: sales increases.
equity. long-term. The term "promotion" is usually an "in" expression used internally by the marketing company. particularly beers. Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. brand and customer loyalty. large-scale promotion are My Coke Rewards and Pepsi Stuff. Campaign intentions Many advertising campaigns have attempted to increase consumption. An example of a fully integrated. positioning. with some brands being specifically targeted towards a particular demographic. or creation of a corporate image. Some drinks are traditionally seen as a male drink. One area in which the alcohol industry have faced criticism and tightened legislation is in their alleged targeting of young people. competitive retaliations. Target markets The intended audience of the alcohol advertising campaigns have changed over the years. while others are drunk by females. . but not normally to the public or the market phrases like "special offer" are more common.
from the promotion of alcoholic beverages" . it shall not link the consumption of alcohol to enhanced physical performance or to driving. 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. • • .Central to this is the development of alcopops – sweet-tasting. advertising: •  Article 15 of this Directive sets out the restrictions on alcohol "it may not be aimed specifically at minors or. Cross-border television advertising within the EU is regulated by the 1989 Television without Frontiers Directive. In September 2005. brightly coloured drinks with names that may appeal to a younger audience. numerous government and other reports have failed to support that allegation. Advertising around the world The European Union and World Health Organization (WHO) have both specified that the advertising and promotion of alcohol needs to be controlled. However. the WHO Euro Region adopted a Framework for Alcohol Policy for the Region. to the extent possible. it shall not create the impression that the consumption of alcohol contributes towards social or sexual success. depict minors consuming these beverages. in particular.
they are calling on Members of the European Parliament (MEPs) to vote for a ban on alcohol adverts on televisions before 9. The EU law 'TV without Frontiers' Directive is currently being revised to broaden the scope to new media formats such as digital television. A number of non-governmental organisations working on alcohol policy have raised questions about whether the restrictions on alcohol advertising in Article 15 are effective and being properly implemented. a sedative or a means of resolving personal conflicts. such as Ukraine. have banned all alcohol advertising on television and billboard.m. it shall not place emphasis on high alcoholic content as being a positive quality of the beverages." • • This article on alcohol advertising restrictions is implemented in each EU country largely through the self-regulatory bodies dealing with advertising.  Some countries. France. Kenya. it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light. .00 p.• it shall not claim that alcohol has therapeutic qualities or that it is a stimulant. and Norway. Now called the 'Audiovisual Directive'. For the Audiovisual Directive. the European Parliament is voting on the new text of the legislation in December 2006.
to nourish it leaving hair strong and beautiful. the range consists of: ♦ Yellow Clinic plus with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. .4Ps PRODUCT Currently. New Clinic plus with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand. ♦ Black Clinic plus with Melanin from Plant Extracts: Dull hair needs a rich black shine. It helps in the growth and retention of the black color of hair. New Clinic plus with Melanin extracted from plants serves this purpose very effectively. giving it a rich black shine. .
New clinic plus with Fruitamins has natural extracts from fruit that contains Vitamins. shine and amazing manageability to the thinning and lifeless hair. extra shine and style.♦ Green Clinic plus with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful. ♦ Pink Clinic plus with yoghurt proteins : Dry hair needs wholesome conditioning. ♦ Orange Clinic plus with active nutrients from Citrus Extracts: The advanced formula of orange Clinic plus is the result of the latest research. New clinic plus with active ingredients from citrus . New Clinic plus with yoghurt proteins makes the dry hair full of life. These vitamins help in giving extra body. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture.
12% 9. The price of Re 1 and 2 for Clinic plus shampoo sachets shows how the price also reflects a concern to make the purchase more convenient.30% 1 2.extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it. 36.36% 30. since the rupee is denoted in this value. .09% G reen Black Orange Yellow Pink Customer Review of Product Usage PRICING HINDUSTAN UNILEVER claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups.12% 12.
After the initial price is determined. .Clinic plus is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment. HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits. One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value.
Promotional strategy Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the brand . silky.PROMOTION • Build top of the line consumers’ awareness. • Effectively communicate brand promise.g. • Unique shampoo for every hair type. Clinic plus advertising objectives since it was being re-launched were: • To increase the usage. Besides having these general objectives. • Makes the hair appear clean and shiny. • Imparts a feeling of freshness-due to fragrance. soft hair. • Easy to manage. the advertising objectives are set avoiding to the advertising strategy for each product. • Creating a personality of the brand. e. • Conditioning benefits.
Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences Advertising . Media platforms used Print media internet rural campaign environment concern ads Music videos Free sample distribution Demo campaigning Promotion of the products in the clinic plus range through movies such as “Fashion” Clinic plus has come up with a new promotional campaign GOOD HAIR Hoardings DAYS in six major cities in collaboration with famous hair stylists of the country. Sponsored short films that were broadcast during popular television shows.
HINDUSTAN UNILEVER believes that messages about product delivered by credible sources can be very persuasive. METHODS ADOPTED TO PROMOTE THE BRAND NAME OF CLINIC PLUS Actresses as spokespersons Co-marketing Mart and were telecast in-store Some of these films were made exclusively for retailers like Wal Sponsor for fashion shows . Hence Jawed Habib who is an hair care expert endorses Clinic plus and more value is added to the brand. Jawed Habib a recognized and highly qualified hair stylist is used by Clinic plus in its ads because they want to bring out an expert’s image. they can relate to a human being who consumers believe is an expert so Jawed Habib is an expert so is Clinic plus. Consumers relate to products itself.
” • • • Gang of Girls site pushed online and via TV and print.000 girl gangs 200 million hits 12-13 million page views every month Company taking benefits of new web 2.com.000 registered users and very similar features. o This site has 100. “India’s first online girl community concept.INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY CLINIC PLUS IN INDIA • Hindustan Unilever launched the Gang of Girls website in June ’06. • • • .com benefited from redirect from Clinic plusnaturals.0 technologies ranging from blogs to power of social networking. Lots of media mentions as it as a “successful branded space. o Gang of Girls events at 60 college festivals.000 registrations to Gang of Girls site -25. • Clinic plusgangofgirls.500. malls and multiplexes across India. • Hindustan Lever claims 2.” Direct contact with target audience.
OUTLETS. There are different distributors for different areas. Other brands need to take a cue from here and understand how web can be used as an effective brand delivery/promotion tool.• “As far as brand is concerned plus side for clinic plus here is ability to use power of technology to position brand successful and create following among niche users whom must have generated enough feedback for the brand to understand demographic served. They are carefully selected and their performance is constantly evaluated. RETAILERS .” -HUL EXECUTIVE PLACE Distribution Objective: “To reach as many towns and villages as we can” HINDUSTAN UNILEVER has 150 distributors whose function is to sell to wholesalers directly.
transparent communication system. • Company has advanced technology and well skilled professionals. • Participative management style • Very good distribution network all over India. • The target market is educated. systematic distribution network. • The New Clinic plus Shampoo is a high quality product in terms of hair protection.SWOT ANALYSIS OF CLINIC PLUS STRENGTHES • HINDUSTAN UNILEVERs India Limited is one of the largest organizations in India. in all major and small cities. . • Company totally owned. professionals and belongs to premium and middle class.
• Advertisement flawso Devaluation of product o Product’s quality looses its values o Poor promotion of free samples o No unique identification of product .LIMITATIONS • Competitor has strong promotional activities. • Customers are offered better alternatives by the competition.
Rural areas are a large prospective market where they can introduce Clinic plus. • Baby shampoo is another area where HINDUSTAN UNILEVERs can make huge gains. • Partial Government policies. . • Shampoo plus conditioner and anti-dandruff shampoos are another area where HINDUSTAN UNILEVER can earn huge profits. • High rate of competition.OPPORTUNITIES • Population expanding at a rapid rate. • Customer base is increasing with effective marketing. • Consumers are becoming more quality conscious • Current capacity utilization is 80%. which can be further broadened with the increase in demand. • THREATS • Political and Economic factors.
In this assignment. theory of consumer ethnocentrism. These variables form a combination to produce an impact as to manifest our different behaviour of a consumer. .• Local and Foreign competition. Conclusion Shampoo is the personal hygienic product and has a large market. and the social influence. the first factor is quality. country of origin-brand. it is important to determine which factors play the pivotal role to influence the consumer purchasing behaviour. So.
. If dermatologist consult must be there which helps company to formulate new Shampoos.RECOMMENDATIONS Emphasis on quality and results By adding free products or offerings Attractive packaging New emerging countries Global expansion Shampoos for seniors and male segment after doing hormonal and environmental research.
Shikakai .1. What product do you use for your hair? 1. The identity of the respondent will be kept confidential. Name of Respondent: Occupation Ag Appr oximate Se Please answer the below-mentioned questions as applicable 1.2. Shampoo 1. Soap 1.QUESTIONNAIRE This is to acknowledge that the following survey is purely for educational purpose s.3.
sunsilk .3. Monthly 3.4.1. chik 3.3.1. Twice a week 2. what brand do you use? 3.1.4. Shampoo and Shikakai 2. clinic plus 3.2. how often do you use it? (select the nearest range) 2. Daily 2. If you use a shampo o. Weekly 2. If you use shampoo.2.
Head and shoulders 4.1.3. Bottles/Bigger packs 5.1. In what Quantity do you buy shampoo? 5.4. Mini bottles .2.4. Head & Shoulders 4. Family packs 5.2.3. What brand of shampoos do you use? 4. Anything that is inexpensi ve 5. Clinic plus 4.4. Sachets 5. Chic 4.3.
4. Smoothening 8. Yes 6. Is shampoo a necessity for you? 22.214.171.124.1. No 7. To prevent hair fall of hair . Siblings only 7.2. Anti Dandruff 8. How many members of you family use shampoos? 7. All 7. Conditioning 8. What features do you look for in a shampoo? 8.1.3. Only you 8.1.2.
9. Strongly Disagree 10.1. If your income rose.126.96.36.199.2. Can’t Say 9. Do you find any additional utility by using shampoos? 11. Disagree 9. Incon venient 11.2. Agree 9. It really helps me maintain my hair . How easily is shampoo available to you? 10.1.4. Strongly agree 9. I use it because it is used in urban areas 11. Very convenient 10. will you increase the consumption of shampoo? 9.
I use it because someone at home uses it 11. Cost 12.1. I do not find any difference bet ween a shampoo and a soap 12. Features 12. What do you look for while buying a shampoo? 12. Packaging 12.4. Brand .188.8.131.52.2.
clinicplusshampoo.com www.org India today Business today magazine .clinicplus.wikipedia.org www.Bibliography www.