A REPORT ON PRODUCT & BRAND ANALYSIS OF
Submitted To: PROF. RUPALI RAJESH
Submitted by: BHARTI BOLWANI
(18)
VIVEKANAND EDUCATION SOCIETY’S
INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH
HINDUSTAN UNILEVER LTD. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company with a heritage of over 75 years in India and touches the lives of two out of three Indians. HUL works to create a better future every day and helps people feel good, look good and get more out of life with brands and services that are good for them and good for others. With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee, packaged foods, ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India. Its portfolio includes leading household brands such as Lux, Lifebuoy, Surf Excel, Rin, Wheel, Fair & Lovely, Pond’s, Vaseline, Lakmé, Dove, Clinic Plus, Sunsilk, Pepsodent, Closeup, Axe, Brooke Bond, Bru, Knorr, Kissan, Kwality Wall’s and Pureit.
The Company has over 16,000 employees and has an annual turnover of around Rs.19, 401 crores (financial year 2010 - 2011). HUL is a subsidiary of Unilever, one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €44 billion in 2011. Unilever has about 52%
shareholding in HUL.
VISION
The four pillars of vision set out the long term direction for the company – where they want to go and how they are going to get there:
They work to create a better future every day
They help people feel good, look good and get more out of life with brands and services that are good for them and good for others.
They inspire people to take small everyday actions that can add up to a big difference for the world.
They will develop new ways of doing business with the aim of doubling the size of their company while reducing our environmental impact.
PRODUCT ANALYSIS
Product: Clinic plus shampoo
Category: FMCG
For most Indians, the first interaction with shampoos has been Clinic Plus. Over time, it has evolved to keep in step with the changing needs of consumers by constantly renovating its offering to make sure it is the best solution for the eternal desire of having long hair for both mom and daughters. Every woman desires long hair – be it the mother or the daughter. Clinic Plus has 'do-good' ingredients which provide constant care like a mother does in every wash. It nourishes the hair from inside and makes it strong from within which helps it become progressively longer and more beautiful from outside. Clinic plus is a hair care brand, primarily aimed at women and produced by 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. Clinic plus 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.
It is available in three variants: Clinic Plus Strong and Long Health Shampoo: It contains milk protein lock which builds hair strength from inside and hair becomes visibly long er with regular usage. Clinic Plus Strong and Long Anti-Dandruff Shampoo: Germ guard formula effectively removes dandruff by attacking dandruff causing germs. Clinic Plus Strong and Long Natural Shampoo: This shampoo has ayurvedic ingredients. Neem extracts naturally clean your hair and Tulsi oil helps maintain your hair's natural colour
Key facts
The largest selling Shampoo brand in India.
The most widely distributed Shampoo brand in India
Sizes Available:
Sachet- 5ml, 8 ml
Bubble pack – 30 ml
Bottles:
25 ml
100 ml
200 ml
400 ml
PRICING STRATEGIES: 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. Low pricing strategy is adopted by clinic plus to itself affordable for rural customers, which comprise 70% of India.
PLACE Distribution Objective: “To reach as many towns and villages as we can”
Clinic plus shampoo made itself available in every street of village. It tried to reach remote areas of India. It caters to the need of rural and semi urban areas because it has positioned itself as low price, good quality product. It has got strong distribution network which enables clinic plus customers not to switch to any other brand for unavailability of product.
PROMOTION STRATEGIES: 1. Reduction in prices 2. Buy one get one free 3. Bubble pack 4. 25 ml for Rs. 5 5. Positioned the product for long hairs. 6. Focused on urban as well as rural customers. 7. They usually target daughters and moms, daughters want to have long hair, so they targeting the customers who want long hair. 8. Ad campaigns of cartoons & animation, chulbuli girl.
SWOT ANALYSIS OF CLINIC PLUS
STRENGTHES
HINDUSTAN UNILEVERs India Limited is one of the largest organizations in India.
The New Clinic plus Shampoo is a high quality product in terms of hair protection.
Very good distribution network all over India, in all major and small cities.
WEAKNESS:
Less promotional activities as compared to competitors. Customers perceive competitors products of high quality.
OPPORTUNITIES
Population expanding at a rapid rate.
Consumers are becoming more quality conscious
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.
THREATS
High rate of competition.
Local and Foreign competition.
MARKET TRENDS Shampoo in India was derived from the Hindi word champi meaning hair massage. The introduction of shampoo in India dates back to the British reign in the country. Being a recent development the growth of shampoo or rather the penetration levels of shampoo in the India has been commendable. The shampoo market in India is estimated to be ` 2,500-3,000 crore. The shampoo market is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India has managed to tap users of the various segments according to their requirements and preferences.
Due to the continuous efforts of the top shampoo brands in India penetration of shampoos in urban areas is almost 100%. As far as penetration of shampoo in the rural areas is concerned it has
risen
by
almost
18%
in
the
current
scenario.
The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in India is Hindustan Unilever Limited. The top three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The company holds a 44% market share in the Indian shampoo industry. It is said that HUL earns almost 8% of its revenue from the sale of these products the other recent brand that has taken the Indian personal care industry by storm is Pantene. Since its very inception the brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene has slowly and steadily managed to capture quite a large amount of the Indian market. Proctor and Gamble the second top shampoo brand in India holds a market share of around 25% in the Indian shampoo industry. The revenue earned from the
sale
of
shampoos
from
Proctor
and
gamble
is
almost
17%.
Together these two major players constitute a major part of the Indian shampoo industry. Both these players with their numerous brands dominating the Indian shampoo market are continuously trying to outdo one another by introducing different marketing schemes. Be it in the form of price cuts, discounts or increasing the size of the shampoo sachets without any extra costs these two to shampoo producing companies are at a continuous price war.
COMPETITORS 1. Sunsilk 2. Chik 3. Ayush 4. Dabur Vatika 5. Nyle 6. HEAD & SHOULDERS 7. CLINIC ALL CLEAR 8. PANTENE 9. GARNIER FRUTIS 10. LOREAL EXCELLENCE
BRAND BRAND IMAGE It is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company (ies) providing them.
Consumers perceive clinic plus shampoo as a nice product giving them clean, soft and healthy hair after wash. Consumers like blue color and also the quantity provided at such a low price.
BRAND IDENTITY The outward expression of a brand, including its name, trademark, communications, and visual appearance. Because the identity is assembled by the brand owner, it reflects how the owner wants
the consumer to perceive the brand - and by extension the branded company,
organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity.
Clinic plus has created good positive image in the minds of the consumers, they can easily identify brand also they like its design, packaging, content, quality, everything. This reflects that the brand has successfully created positive identity.
BRAND PERSONALITY It is set of human characteristics attached with the brand. Personality is how they behave. Clinic plus established as honest, straightforward talking brand.
