JAYAB S CHEEMA

B.Com(Hons)4th Sem

RQ3810A13

10800650

MARKETING MANAGEMENT

Clinic All Clear

About Clinic All Clear:

Hindustan Lever Limited (HLL) is India's 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..

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

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

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?

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 material
--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.

A video is attached to presentation to make the topic

more clear.
 Biblography-

www.google.com
wikipedia
www.scribd.com
www.slideshare.com
www.hindubusinessline.com
www.ilovemyindia.com