A PROJECT ON CLINIC PLUS
INVERTIS INSTITUTE OF MANAGEMENT STUDIES
Submitted to :-
Submitted by :-
Anil Chand
Imtiyaz Ahmad BBA-VI Sem (A)
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.
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.
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.
Project Objective
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.
CONTENTS
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 PLUS defining interface for its consumers." –Hindustan Unilever executive
CLINIC
Research Methodology:
Research methodology is considered as the nerve of the project. Without a proper well-organized research plan, it is impossible to complete the project and reach to any conclusion. The project was based on the survey plan. The main objective of survey was to collect appropriate data, which work as a base for drawing conclusion and getting result. Therefore, research methodology is the way to systematically solve the research
problem. 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. In fact, it is the key to the evolution of successful marketing strategies and programmers. It is an important tool to study buyer’s behavior, consumption pattern, brand loyalty, and focus market changes. A research design specifies the methods and procedures for conducting a particular study. According to Kerlinger, “Research Design is a plan, conceptual structure, and strategy of investigation conceived as to obtain answers to research questions and to control variance. Types of research is:
•
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. Descriptive studies are well structured. An exploratory study needs to be flexible in its approach, but a descriptive study in contrast tends to be rigid and its approach cannot be changed every now and then. It is therefore necessary, the researcher give sufficient thought to framing research. 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. Data collection methods:
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
Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a merger between British soap maker Lever Brothers and Dutch margarine producer Margarine Union. 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, foods and beverages and specialty chemicals. First foreign subsidiary to offer 10% of its equity to Indian public.
HUL Mission
Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good, look good and get more out of life.
HUL Vision
To earn the love and respect of India, by making a real difference to every Indian.
launching clinic plus in india •
Understand the issues and challenges in launching a brand in the market.
» Study the hair care market in India and examine how Unilever launched Clinic Plus in the country.
» Analyze the promotional strategies adopted by Unilever to promote the Clinic Plus brand in India, particularly the
‘Hairapy’
and the global
campaign.
‘Life Can’t Wait’
» 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. Positioned as the 'Hair Expert'
Clinic Plus was a leading brand of Unilever, marketed in more than 50 countries in Asia, Latin America, the Middle East and North Africa. It was launched in India in 1964. In the initial years in India, Clinic plus was a cosmetic beauty shampoo. Within ten years of its launch in India Clinic Plus launched a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India.
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 . Clinic plus had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners, 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 .
“India’s first online girl community concept.”
Quality
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.
Theory COB (Country-of-Origin Of Brand)
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. However, 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, 1996; K N Rajendran, 1996; Gerhard A Wuehrer, 1996). CO's Impact (country of origin), 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, 1994). Through consumer decision making, CO (country of origin) has been defined as extrinsic who act as risk mitigation or quality sign consumer for counters. (Cordell, 1992). Although there were research about some propound question on the importance of OC (country of origin) to consumer decision making (Elliott And Cameron, 1994; Hugstad And Durr, 1986; Mitchell And Greatorex, 1990; Schooler And Wildt, 1968), lately, 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. It also has shown a more powerful impact for brand, price or quality of a stated product (Ahmed and d'Astous, 1996; Lantz And Loeb, 1996; Okechuku, 1994). Market difference between the local shampoo and the imported shampoo is dissimilar by factors as culture, history and geography. 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
According to Maslow Hierachy of Needs, it explains what motivated individuals in life to achieve. He set out his answer in a form of a hierarchy. He suggests individuals aim to meet basic psychological needs of hunger and thirst. When this has been met they then move up to the next stage of the hierarchy, safety needs, where the priority lay with job security and the knowing that an income will be available to them regularly. Social needs come in the next level of the hierarchy, the need to belong or be loved is a natural human desire and people do strive for this belonging. Esteem need is the need for status and recognition within society, status sometimes drives people, the need to have a good job title and be recognised or the need to wear branded clothes as a symbol of status. 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 and the Middle East and is the number one hair care brand in
Asia, Latin America Brazil , Argentina ,
Bolivia , Sri Lanka and Thailand . •
[
hed in the
UK in 1954, and by 1959 it was available in 18 different countries
worldwide. At the time, Clinic plus had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Clinic plus cream shampoo for dry hair was launched in 1956. 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
•
1954 – Clinic plus first launched in the UK.
•
1955 – First advertisement of Clinic plus appeared on TV.
•
1964 – Launch of Clinic plus hair spray.
•
1968 – Clinic plus shampoo re-packaged in PVC bottles.
•
1971 – Launch of Clinic plus conditioner.
•
1975 – Clinic plus became the biggest name in hair care.
•
2003 – Clinic plus glossy magazine launched in Argentina.
•
2008 – Social networking site Gang of Girls was introduced in India.
First advertising
Clinic plus began advertising in 1955 with a "issues". In the
campaign that focused on specific hair
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
Madonna Madonna (entertainer) , Shakira and
Marilyn Monroe all featured in
Clinic plus's 2008 advertising campaign “Life Can’t Wait”
[2]
which launched with
a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”. Actress and former Miss World Clinic plus in India. In 2009, singer
Priyanka Chopra is the brand ambassador for
[3]
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
Clinic plus is available in over 60 countries worldwide.
ADVERTISING & SALES PROMOTION
Sales promotion is one of the four aspects of
promotional mix . (The
other three parts of the promotional mix are advertising , personal selling , and publicity / public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: • •
contests point of purchase displays
•
rebate (marketing)
•
free travel, such as free flights
Sales promotions can be directed at either the distribution channel members (such as targeted at the consumer are called promotions targeted at retailers and
customer , sales staff, or
retailers). Sales promotions
consumer sales promotions . Sales
wholesale are called
trade sales
promotions . Some sale promotions, particularly ones with unusual
methods, are considered gimmick by many.
Consumer sales promotion techniques •
Price deal: A temporary reduction in the price, such as happy hour
•
Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and AAdvantage .
•
•
•
Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions.
•
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.
•
On-shelf couponing: Coupons are present at the shelf where the product is available.
•
Checkout dispensers: On checkout the customer is given a coupon based on products purchased.
•
On-line couponing: Coupons are available on line. Consumers print them out and take them to the store.
•
Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption.
•
Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad for tomato ketchup.
•
Rebates : Consumers are offered money back if the receipt and barcode are mailed to the producer.
•
Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product.
•
Point-of-sale displays:o
Aisle interrupter: A sign that juts into the aisle from the shelf.
o
Dangler: A sign that sways when a consumer walks by it.
o
Dump bin: A bin full of products dumped inside.
o
Glorifier: A small stage that elevates a product above other products.
o
Wobbler: A sign that jiggles.
o
Lipstick Board: A board on which messages are written in crayon.
o o •
Necker: A coupon placed on the 'neck' of a bottle. YES unit: "your extra salesperson" is a pull-out fact sheet .
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids meal with each regular meal purchased.
Trade sales promotion techniques •
Trade allowances: short term incentive offered to induce a retailer to stock up on a product.
•
Dealer loader: An incentive given to induce a retailer to purchase and display a product.
•
Trade contest: A contest to reward retailers that sell the most product.
•
Point-of-purchase displays: Extra sales tools given to retailers to boost sales.
•
Training programs: dealer employees are trained in selling the product.
•
Push money: also known as "spiffs". An extra commission paid to retail employees to push products.
Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function . Political issues
Sales promotions have traditionally been heavily regulated in many advanced industrial nations, with the notable exception of the States. For example, the
United
United Kingdom formerly operated under a
resale price regime in which manufacturers could legally maintenance dictate the minimum resale price for virtually all goods; this practice was abolished in 1964. [1] Most European countries also have controls on the scheduling and permissible types of sales promotions, as they are regarded in those countries as bordering upon unfair business practices. Germany is notorious for having the most strict regulations. 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.
[2]
Promotion (marketing) Promotion involves disseminating information about a product, product
line, brand , or company. It is one of the four key aspects of the marketing mix . (The other three elements are product marketing , pricing, place.) Promotion is generally sub-divided into two parts: •
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 promotion is taking place. E.g. endorsements,
consumer to be unaware that
sponsorship , product placement ,
sales promotion ,
merchandising , direct mail ,
personal selling, public relations , trade shows The specification of these four variables creates promotional mix or a promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of
brand
equity, positioning , competitive retaliations, or creation of a
corporate
image. The term "promotion" is usually an "in" expression used internally by the marketing company, but not normally to the public or the market phrases like "special offer" are more common. An example of a fully integrated, long-term, large-scale promotion are
My Coke Rewards and
Pepsi Stuff . Campaign intentions
Many advertising campaigns have attempted to increase consumption, brand and customer loyalty .
Target markets
The intended audienceof the alcohol
advertising campaigns have
changed over the years, with some brands being specifically targeted towards a particular demographic . Some drinks are traditionally seen as a male drink, particularly
beers, while others are drunk by females.
Some brands have allegedly been specifically developed to appeal to people that would not normally drink that kind of beverage. 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] 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. 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 EU is regulated by the 1989 Television without Frontiers Directive.
[3]
Article 15 of this Directive sets out the restrictions on alcohol advertising: •
"it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
•
it shall not link the consumption of alcohol to enhanced physical performance or to driving;
•
it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
•
it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
•
it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
•
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. The EU law 'TV without Frontiers' Directive is currently being revised to broaden the scope to new media formats such as digital television. Now called the 'Audiovisual Directive', the European Parliament is voting on the new text of the legislation in December 2006. 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. For the Audiovisual Directive, they are calling on Members of the European Parliament (MEPs) to vote for a ban on alcohol adverts on televisions before 9.00 p.m. Some countries, such as
[4]
Ukraine[5] , Kenya, France , and Norway, have
banned all alcohol advertising on television and billboard.
[6]
4Ps
PRODUCT
Currently, the range consists of:
Yellow Clinic plus with Bio Proteins from Vegetable Extracts:
Normal hair needs wholesome nourishment. New Clinic plus with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful.
Black Clinic plus with Melanin from Plant Extracts:
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.
Pink Clinic plus with yoghurt proteins :
Dry hair needs wholesome conditioning, extra shine and style. New Clinic plus with yoghurt proteins makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful.
Orange Clinic plus with active nutrients from Citrus Extracts:
The advanced formula of orange Clinic plus is the result of the latest research. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New clinic plus with active ingredients from citrus
extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it.
36.36% 30.30%
12.12%
12.12%
9.09%
G reen B lack Or ange Yel low Pi nk
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. 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, since the rupee is denoted in this value.
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. 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. 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. After the initial price is determined, HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits.
PROMOTION
• Build top of the line consumers’ awareness. • Creating a personality of the brand.
Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Clinic plus advertising objectives since it was being re-launched were:
• To increase the usage. • Conditioning benefits. • Makes the hair appear clean and shiny. • Imparts a feeling of freshness-due fragrance. • Easy to manage, silky, soft hair.
to
• Unique shampoo for every hair type. • Effectively communicate brand promise.
Promotional strategy
Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the brand
Sponsored short films that were broadcast during popular television shows. 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
DAYS in six major cities in collaboration
with famous hair stylists of the country. Hoardings Sponsorships Enhancement of product mix New product formulations according to changing consumer preference s Advertising
HINDUSTAN UNILEVER believes that messages about product delivered by credible sources can be very persuasive. Hence Jawed Habib who is an hair care expert endorses Clinic plus and more value is added to the brand. Consumers relate to products itself, they can relate to a human being who consumers believe is an expert so Jawed Habib is an expert so is Clinic plus. 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.
METHODS ADOPTED TO PROMOTE THE BRAND NAME OF CLINIC PLUS
Actresses as spokespersons Co-marketing Some of these films were made exclusively for retailers like WalMart and were telecast in-store Sponsor for fashion shows
INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY CLINIC PLUS IN INDIA •
Hindustan Unilever launched the
Gang of Girls website in June
’06 .
“India’s first online girl community concept.” •
Gang of Girls site pushed online and via TV and print.
•
Lots of media mentions as it as a “successful branded space.”
•
Direct contact with target audience. o
Gang of Girls events at 60 college festivals, malls and multiplexes across India.
•
Clinic plusgangofgirls.com benefited from redirect from Clinic plusnaturals.com. o
This site has 100,000 registered users and very similar features.
•
Hindustan Lever claims 2,500,000 registrations to Gang of Girls site --
•
25,000 girl gangs
•
200 million hits
•
12-13 million page views every month
Company taking benefits of new web 2.0 technologies ranging from blogs to power of social networking.
•
“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. Other brands need to take a cue from here and understand how web can be used as an effective brand delivery/promotion tool.”
-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. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated.
OUTLETS, RETAILERS
SWO WO T T
ANALYSI ANALYSI S S
OF OF CLINI C
PLU S
STRENGTHES
• HINDUSTAN UNILEVERs India Limited is one of the largest organizations in India. • Company has advanced technology and well skilled professionals. •
The New Clinic plus Shampoo is a high quality product in terms of hair protection.
• The target market is educated, professionals and belongs to premium and middle class. • Company totally owned, systematic distribution network, transparent communication system. • Participative management style •
Very good distribution network all over India, in all major and small cities.
LIMITATIONS
• Competitor has strong promotional activities. • Customers are offered better alternatives by the competition.
• Advertisement flawso Devaluation of product o Product’s quality looses its values o Poor promotion of free samples o No unique identification of product
OPPORTUNITIES
• Population expanding at a rapid rate. • Consumers are becoming more quality conscious • Current capacity utilization is 80%, which can be further broadened with the increase in demand. • Customer base is increasing with effective marketing. • Baby shampoo is another area where HINDUSTAN UNILEVERs can make huge gains. •
•
Shampoo plus conditioner and anti-dandruff shampoos are another area where HINDUSTAN UNILEVER can earn huge profits. Rural areas are a large prospective market where can introduce Clinic plus.
THREATS
• Political and Economic factors. • Partial Government policies. • High rate of competition.
they
• Local and Foreign competition.
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 consumer purchasing behaviour. In this assignment, the first factor is quality, country of origin-brand, theory of consumer ethnocentrism, and the social influence. These variables form a combination to produce an impact as to manifest our different behaviour of a consumer.
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. If dermatologist consult must be there which helps company to formulate new Shampoos.
QUESTIONNAIRE
This is to acknowledge that the following survey is purely for educational purpose s. The identity of the respondent will be kept confidential.
Name of Respondent: Ag Se Occupation Approximate
Please answer the below-mentioned questions as applicable
1. What product do you use for your hair?
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
2.2. Twice a week
2.3. Weekly
2.4. Monthly
3. If you use shampoo, what brand do you use?
3.1. chik
3.2. clinic plus
3.3. sunsilk
3.4. Head & Shoulders
4. What brand of shampoos do you use?
4.1. Chic
4.2. Clinic plus
4.3. Head and shoulders
4.4. Anything that is inexpensi ve
5. In what Quantity do you buy shampoo?
5.1. Sachets
5.2. Bottles/Bigger packs
5.3. Family packs
5.4. Mini bottles
6. Is shampoo a necessity for you?
6.1. Yes
6.2. No
7. How many members of you family use shampoos?
7.1. All
7.2. Siblings only
7.3. Only you
8. What features do you look for in a shampoo?
8.1. Smoothening of hair
8.2. Anti Dandruff
8.3. Conditioning
8.4. To prevent hair fall
9. If your income rose, will you increase the consumption of shampoo?
9.1. Strongly agree
9.2. Agree
9.3. Can’t Say
9.4. Disagree
9.5. Strongly Disagree
10. How easily is shampoo available to you?
10.1. Very convenient
10.2. Incon venient
11. Do you find any additional utility by using shampoos?
11.1. I use it because it is used in urban areas
11.2. It really helps me maintain my hair
11.3. I use it because someone at home uses it
11.4. I do not find any difference between a shampoo and a soap
12. What do you look for while buying a shampoo?
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
