Hindustan Lever Limited (HLL) is Indias largest FMCG Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. Clinic Plus Health shampoo was launched in India in the year 1987 and is India’s largest selling shampoo. Clinic All Clear comes from the Clinic family and is an expert in eliminating dandruff and specializes in scalp care. HLL is also one of the country’s largest exporters; it has been recognized as a Golden Super Star Trading House by the Government of India.
TABLE OF CONTENTS:
1. Shampoo Industry Overview
2. Anti-Dandruff Shampoo Market
3. Clinic All Clear
4. Positioning
5. Promotional Activities
6. Market Research
7. Recommendations
1. OVERVIEW OF THE SHAMPOO INDUSTRY:
The shampoo market in India has changed significantly since the. As of 2008, it is a very competitive market with dominant players such as Hindustan Unilever Ltd. and Procter & Gamble Company. Shampoo market in India was estimated at Rs. 21.41 billion per annum as of February 2008, growing annually at a rate of 14.5 percent. Several Companies are now eyeing the growing shampoo market and existing players are now to defend their turf by launching new products, reducing prices, and focusing on promotions. Companies are pushing rural penetration by focusing on the sales of sachets.
2. ANTI-DANDRUFF SHAMPOO MARKET
Anti-dandruff shampoo category has around 25% share in the shampoo market leaving remaining 75% or so for other categories. HUL’s Clinic All Clear’s share is 39.6%.
3. CLINIC ALL CLEAR (CAC)
Clinic All clear is an anti-dandruff shampoo from HUL. Clinic All Clear brand is the Indian version of ‘Clear’ brand which is the global brand from Unilever. It not only offers freedom from dandruff by fighting the last dandruff flake, but also adds back lost nutrients to give the consumer great looking hair.
1. Has couple of line extensions like CAC for MenActive Sport and Hairfall Decrease, CAC Soft and Silky etc..
2. Clinic All Clear’s attributes are youth, freshness, confidence and fun which is depicted by the choice of the Brand ambassadors chosen for its ads.
3. The colours and the typography of the bottle containers and the sachets have changed, giving it a new look and feel.
4. Clinic All Clear’s brand ambassadors include Shahid Kapoor, Madhavan, Bipasha, John etc.
5. HUL, the parent brand pays more attention to renovation rather than innovation of products.
4. POSITIONING-Clinic All Clear Baseline: No dandruff No hairfall Clinic All Clear – “Dare to wear Black”.
This shows that clinic all clear has positioned itself as application or use. Its core positioning is no dandruff (stands for confidence). By looking at the new packs and logo and the way Clinic All Clear is written on the pack, HUL is slowly rebranding Clinic All Clear as Clear The brand retains its core positioning of no-dandruff but is adding additional benefits of soft and silky hair..
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Product Base line- Clinic All Clear wants to expand the base to a larger audience. The brand is priced at Rs 130 for 200 ml and Rs 72 for 100 ml and Rs 3 for sachet. The other variant Clinic All Clear Ice Cool has targeted the youth by its advertising programmes. Clinic All Clear has used campaigns to target both adults and kids. For example the Chulbulli campaign is targeting Kids but the Bipasha with John campaign targets the adults.
5.PROMOTIONAL ACTIVITIES Promotional Activities of Clinic All Clear by HUL:
1. Tie ups with television shows and effective use of Brand Ambassador: HUL had a Tie up with SONY Entertainment Television. The commercial brings the key attribute `Confidence’ to the forefront. Shahid Kapoor highlights the importance of confidence when, one is in the spotlight by saying “Jo spotlight mein All Clear, Wo Fame ke Near”, followed by an appearance of Ila Arun promising “Jo All Clear hain, Use Fame hum denge.
2. Direct Contact with the Consumer: CLINIC ALL CLEAR FLIRTS WITH CONSUMER: Do you have the confidence to make your move on the opposite sex? Hindustan Lever’s (HLL) Clinic All Clear attempts to answer that question with its latest viral. The viral microsite allows users to make a movie online, participate in it and interact with a member of the opposite sex.
3.Internet Advertising: Internet advertising, though very recent in concept to India has been successfully used by companies to build their brands
4.Promotion through Television Shows: -‘Clinic All Clear Dream Job’ talent hunt Campaign: ESPN Star Sports (ESS), the leading sports broadcaster has launched the ‘Clinic All Clear Dream Job’ a national level talent hunt for a sports presenter.
5. Keeping with the trendy, youthful image of the brand, Clinic All Clear has launched offer in conjunction with Cafe Coffee Day, India’s leading coffee hub. This offer is an extension of Clinic All Clear’s vision of giving the Indian youth added confidence and appeal to impress their partner.
Look irresistible with dandruff-free hair and take your special one out for coffee this Woman’s Day!
-1 cup of cappuccino coffee at Cafe Coffee Day free with purchase of any 100, 200 or 400 ml bottle of Clinic All Clear only
-Offer valid in select Cafe Coffee Day outlets only
-Offer valid till March 10, 2009 E:LPU DocumentsTERM PAPER-4th semCLINIC ALL CLEARimages.jpg
6.MARKET RESEARCH-For the purpose of Market Research on the two brands, a questionnaire is prepared related to brand preference, advertising influence, packaging etc.
QUESTIONNAIRE E:LPU DocumentsTERM PAPER-4th semCLINIC ALL CLEARclinic_all_ice_cool.jpg
1. What is your age
a) 15-20
b) 20-25
c) 25-35
d) >35
2. Gender
a) Male
b) Female
3. How frequently you use a shampoo
a) Daily
b) 3 times a week
c) Twice a week
d) Once a week
4. Which package size you prefer?
a) Sachet
b) Small bottle
c) Big bottle
5. Do you use antidandruff shampoo?
a) Yes
b) No
6. Which antidandruff shampoo you will prefer? a) Clinic all clear b) Head & Shoulders c) Other
7. Why?
a) Cheap/price
b) Removes dandruff completely
c) Advertisement
d) Any other reason.
8. Whose advertisement you like most? E:LPU DocumentsTERM PAPER-4th semCLINIC ALL CLEARytf.PNG
a) Clinic all clear
b) Head & Shoulders
c) Others
d) Don’t pay attention
9. How much ads influence your shampoo purchase?
a) Not at all
b) Less influence
c) Very high influence
10. Which shampoo’s packaging is more attractive?
a) Clinic all clear
b) Head & Shoulders.
c) Others
11. How much Package designs attract you to purchase a shampoo?
a) Not at all
b) Sometime
c) Most of time
Topic Review-
Objective of the Ad -To continue gain market share in shampoo industry with confidence level ads.
Celebrities used by the Company-John Abraham, Bipasha Basu, Shahid Kapoor
Media Mix Strategy- Television Ads,Television Contests,Internet Advertisements & Contests
Main focused IMC tools-
–Advertising-Print and Broadcast Ads,Packaging (outer),display signs,Audiovisual materialE:LPU DocumentsTERM PAPER-4th semCLINIC ALL CLEARclinic-all-clear-smoke.jpg
–Sales promotion-Contests,Entertainment,Tie-ins
–Direct & interactive Marketing-Web site
–Word of mouth-Person to Person
CONCLUSION AS RECOMMENDATIONS-
Though Clinic All Clear is a leading brand in market yet it has to continuously innovate & renovate itself due to presence of other rivals in the same field.In order to continue brand loyalty it has to work according to preference of its customers.
Customer Complaint and Feedback Center CAC allowing the consumers to send in their complaints and feedback would make them feel involved. This could be done by having a website for customer feedback.
Total Brand Experience- Along with the Commercials and other mediums of promotions, it should broaden the interaction by sending Clinic All Clear vans around the cities where the brand is available, use give-away shampoo sachets to establish a connection with the brand. Also they must highlight usage techniques of CAC that one should leave the dandruff shampoo on the scalp for more than two minutes for effective use.
Constant Innovation “Once a customer, always a customer”, is no longer true in these days of fluctuating brand usage. CAC brand must keep innovating new product variants and the same must be communicated well to the consumers.
Reinforce the Decision After people have tried the product, make them realize they have made the right decision. For example – Pepsi ad which said, “Yehi hee hai right choice baby, aha!” this made the consumers confident of their choice.
Biblography-
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