A STUDY ON BRAND AWARENESS AND PREFERENCES

TOWARDS CLINIC PLUS SHAMPOO WITH SPECIAL

REFERENCE TO DHARMAPURI

1. INTRODUCTION AND DESIGN OF THE STUDY

1.1 INTRODUCTION

BRAND AWARENESS MEANING:

Brand awareness is the extent to which a brand is recognized by potential customers, and

is correctly associated with a particular product. Expressed usually as a percentage of target

market, brand awareness is the primary goal of advertising in the early months or years of a

product's introduction.

BRAND AWARENESS

Brand awareness is the degree of familiarity among consumers about the life and

availability of the product. It is measured as ratio of niche marketing that has former knowledge

of brand. Brand awareness includes both brand recognition as well as brand recall. Brand

recognition is the ability of consumer to recognize prior knowledge of brand when they are

asked question about that brand or when they are shown that specific brand, while brand recall is

the potential of consumer to recover a brand from his memory when the product class/category,

needs satisfied by that category or buying scenario as a signal. In other words, it refers that

consumer should correctly recover brand from the memory when given a clue or he can recall the

specific brand when the product category is mentioned. It is generally easier to recognize a brand

rather than recall it from the memory.

 Brand awareness is related to the functions of brand identities in consumers memory and

can be reflected by how well the consumers can identify the brand under various conditions.

Brand awareness includes brand recognition and brand recall performance. Brand recognition

refers to the ability of the consumers to correctly differentiate the brand they previously have

been exposed to. This does not necessarily require that the consumers identify the brand name.

Instead, it often means that consumers can response to a certain brand after viewing its visual

packaging images. Brand recall refers to the ability of the consumers to correctly generate and

retrieve the brand in their memory.

"Awareness, attitudes, and usage (AAU) metrics relate closely to what has been called the

Hierarchy of Effects, an assumption that customers progress through sequential stages from lack

of awareness, through initial purchase of a product, to brand loyalty." In total, these AAU metrics

allow companies to track trends in customer knowledge and attitudes.

Brand awareness plays a major role in a consumers buying decision-making process.

During this process, the category need is stimulated first. For example, you need to do food

shopping. You will only write down the food categories, like chocolate, instead of brand names

on your list. You will scan the packages of chocolate on the shelf and recognize different brands.

Such recognition might be based on the knowledge of an acquaintance or friend having used the

product in the past or constant advertisement. In this situation, brand awareness does not require

brand recall because brand awareness may occur along with brand recognition. However, in

other situations, brand recall is required.

Advertising is the activity or profession of producing information for promoting the sale

of commercial products or services. Advertising is used through various media to generate brand

awareness within consumers. They can be aired as radio ads, television commercials, internet etc.
 Guerrilla marketing creative campaigns allows every small firm to compete with bigger

firms by carving out narrow but profitable niches. Nowadays, big firms also use guerrilla

marketing to catch consumers attention at low cost. These tactics include extreme specialization,

aiming every effort at favourably impressing the customers, providing service that goes beyond

the customers' expectations, fast response time, quick turnaround of jobs, and working hours that

match the customer's requirements. The term 'Guerrilla Marketing' is a registered trademark of

author Jay Levinson who popularized it through his several 'Guerrilla' books.

CONSUMER PREFERENCES MEANING:

Consumers preferences change accordingly with time. Consumer preferences should be

studied with great efforts, so that marketers can design the product based on the need of the

consumer and their preferences about the personal care products.

CONSUMER PREFERENCES:

Consumer preferences are defined as the subjective (individual) tastes, as measured by

utility, of various bundles of goods. They permit the consumer to rank these bundles of goods

according to the level they give the consumer. Note that preferences are independent of income

and prices.Ability to purchase goods doesnot determine a consumers likes or dislikes. This is

used primarily to mean an option that has the greatest anticipated value among a number of

options. Preference and acceptance can in certain circumstances means the same thing but it is

useful to keep the distinction in mind with preference tending to indicate choices among neutral

or more valued option with acceptance indicating a willingness to tolerate the status quo or some

less.

If the customer need were met then the customer may turn as an asset to the company

because they become opinion leader for others.

Customer preference is mainly based on the following attributes:

The product or service

The price
The place
Promotion

In this new era of business world, Customers are the real owners. So, each and every

expectation of consumer has to be studied.

Advantages:

To introducing the new design of the product

To remove consumer dissatisfaction
To retain the current customer and also gaining by new one through study the customer

expectations.

Consumer behaviour can be defined as the decision-making process and physical activity

involved in acquiring, evaluating, using and disposing of goods and services. This definition

clearly brings out that it is not just the buying of goods/services that receives acquired or

bought. The study of consumer behaviour is the study of how individual make decisions to

spend their available resources (time, effect, money) on consumption related item. It includes

the study of what they buy it, where they buy it, how often they buy it and how often they use

it. It is important to know how consumer reacts towards different product features, price and

advertisement, in order to ensure strong competitive advantage. All of us are consumer. We

consume things of daily use. We also consume and buy these products according to our

needs, preferences and buying power. In some societies there is a lot of affluence and, these

societies can afford to buy in greater quantities and at shorter interval. In poor societies, the

consumer can barely meet his barest needs.

 1.2 NEED FOR THE STUDY

Today the shampoo market is very congested and competitive and so many companies are

trying to capture the market with their modern technologies. Each product is different by quality,

price, perfume size, packaging and the like. Hence, it becomes very essential to know what

factors influencing the customers much towards a particular brand. So, that the market could be

assessed to know the reasons and situations motivating the consumer for preferring a particular

brand. This study has been undertaken with a view to analyze the consumer preference for

"shampoo" and how consumers select the shampoo and on what basis they are going to select.

1.3 STATEMENT OF THE PROBLEM

General awareness of consumer preferences is considerably moderate, and the level of

satisfaction. So with these problems in mind a study is made to know what the consumer actually

has in their mind and to help to help in our brands. Brand awareness making different developed

the advertisement and effectiveness for shampoo among consumers.

1.4 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:

To study the brand awareness and consumer preference for shampoo products at sivagiri.

SECONDARY OBJECTIVES:
 To study on consumer perception towards shampoo products.
To find out the advertisement effectiveness for shampoo products among consumers.
To identity the factors influencing to purchase shampoo products.
To study the level of customer satisfaction towards shampoo products.
To study on attributes of brand preferences in shampoo products among consumer.

1.5 RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the applied to a field of study or

the theoretical analysis of the body of methods.

RESEARCH DESIGN

Research design is arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy procedure.

Descriptive Design

Descriptive research design is a type of research method that is used when one wants to

get information on the current status of a person or an object. It is used to describe what is in

existence.

SAMPLING DESIGN

A sampling design specifies for every possible its probability of being drawn

mathematically a sampling design is denoted by function. P(s) which gives the probability of

drawing a sample S.

Simple Random Sampling

In statistical a simple random sampling is a subject of individual chosen from a larger set.

Each individual entirely by chance, such that each individual has the same probability.

Sample size
 A sample is part of the target population, carefully selected from the universe to

constitute sample.

Sample Size Formula

Z2* (p)* (1-q)

Sample Size =

C2

Where

Z = Z value (e.g. (1.96) for 95% confidence level.

P = Percentage q= not picking a choice expressed as decimal (0.5) used for sample size

needed.

C = Confidence interval, expressed as decimal (e.g.) 0.4 = 4).

METHOUDS OF DATA COLLECTION

There are two types of data collections:

Primary Data

Primary data collections are those which are collected in questionnaire method a fresh

collection.

Secondary Data

Secondary data collections are those which have already been collected by someone else.

STATISTICAL TOOLS USED

Percentage analysis
Chi-square test
ANOVA
Correlation
Ranking
Factor analysis
PERCENTAGEANALYSIS

Percentage analysis is the method to represent raw streams of data as a percentage ( a part

in 100-percent) for better understanding of correct data.

Percentage analysis = (No .of. Respondents/Total No. of .Samples)/100

CHI SQUARE TEST

The chi-square test is one of the simplest and most widely used non parametric tests in

statistical work. This test is used to find whether the two attributes are associated are not. The

quantity x2 describes the magnitude of the discrepancy between theory and observation.

2
X2 = (Observed value-Expected value)

Expected value

1.6 SCOPE OF THE STUDY

Shampoo products are substantially used to enhance and protect the health and physical

appearance and also the dignity of the people among their counterparts.
The spending on shampoo products especially in the rural areas is showing an increasing

tendency in the last 5 years.

This is due to increase in income levels, fascination towards urban culture, good

connectivity to near- by towns & cities, improvement in sanitary conditions, beauty

awareness among teenagers of rural areas emulating their counterparts in the urban areas

led to the increased usage of shampoo products particularly beauty & health care

products in this region.

 Shampoo purchase become on the various factors maintain through of rural marketing.

The increase becoming for developed using in the consumer attributed on a level.

1.7 PERIOD OF THE STUDY

The study was conducted in Dharmapuri between July 2017 and November 2017.

1.8 LIMITATIONS OF THE STUDY

The research study was conducted within limited time duration

The research is conducted in Sivagiri at Erode District only researched
Some respondents are not had awareness about the brand
The few respondents are not able to understand the question. So the missing for many

value

CHAPTER-II

REVIEW OF LITERATURE

Patel and Prasad (2005), in their paper titled The unique rural identity, conducted a

study to find out rural consumers brand awareness and their behaviour towards various

brands. The study used stimuli like shampoos, soaps, detergents, oral care and cold drinks.

Simple random sampling technique had been used on a sample of 250 rural consumers and

45 retailers. The study highlighted that local brands with core benefits dominated rural

market due to its availability, awareness and endorsement by retailers. The study also

emphasized the need for the use of local dialects as a powerful medium for brand promotion

in the rural markets as rural consumers identified products with local names and local

jargons.
 Patro and Varshney (2008), in their study on brand awareness and preference in rural

markets, carried out a study to find out if there is any link between brand awareness building

measures on the quality perceived and its affect on buyers. Altogether seven bathing soap

brands were taken as stimuli on 106 respondents which were selected by stratified sampling.

The study found that brand building measures positively leads to higher sales in the rural

areas and consequently leads to change in the behaviour of consumers. It also found the

presence of direct relation between brand recall, brand liking, perception of brand quality and

usage of a brand.

Gupta and Kaur (2013), in their study related to brand awareness among rural

consumers tried to know the buying behaviour that consumer display on purchase of daily

goods for consumption. The study had 100 consumers who belonged to different age groups

and classification was done on the basis of literacy. The study found an increasing trend of

brand awareness among the identified category of products. The rural consumers had

increasingly became health conscious. The study found that branded products were perceived

by the rural consumers to be of good quality and health friendly. It was also found that rural

consumers had the capacity to pay a high price for branded products which were also treated

as a symbol of status.

T. Nagananthi and M. Mahalakshmi (2016) in their study relates to Brand Preference

reflects a desire to use a particular product or service even when there are equally-priced and

equally-available alternatives. The purpose of the study is to determine the relationship

between the demographic factors with the brand preference of respondents towards branded

cosmetics. The respondents are selected by convenient sampling method and data is analyzed

and interpreted with the help of statistical technique. Based on the analyses it is concluded
that Himalaya brand has a very good market and Brand choice. The family size and number

of earning members in the family of respondents do influence the brand preference.

Mr. M. Sivakumar (2003) conducted A study on brand preference towards cadburys

chocolates The main objective was to study the level of consumer satisfaction and brand

awareness among the Cadburys customer. The sample size was 100 the study revealed good

consumer satisfaction towards the product. The consumer were well aware of the imported

chocolates available in the market. He suggested that more flavors are to be added to the

product in addition to the ordinary coco flavor.

R. Sambathkumar (2003) pointed out in his study that,A majority of consumers Now

a-days are highly enlighten lot. They are concerned with the majority of cases, companies

trying to attract consumers and their loyalty.

E. Lirad (2004) clarifies the relative importance of self and ideal self- image to the

purchase intention of customers. He concludes that self-image and ideal self-image tent to be

positively correlated with self-image than the ideal selfimage, whereas in some other

products the purchase intension tents to be more correlated self-image.

Mr. S. Venkatesh (2005) made A study on Brand preference towards surf excel with

special reference to Erode town. The objective of the study was to know about the

advertisement effect of surf excel and find out the satisfaction level of the consumer out of

100 customers, 50% felt the price is high and the most effective media of advertisement was

found to be television.

Mr. N. Sundar (2006) in his study Brand preference towards TVS fiero with reference

to lotus Agencies, found that more than 70% of the respondents had good satisfaction for the

style of the vehicle.

 Joseph W. Benoy (2006) says attractive is considered the element of source credibility.

Many research in academic and business suggest that physical attractiveness is important cue

in individual initial judgment of other person. They suggest the contingency approach to the

study of source attractiveness and it affect on products and advertisement evolutions.

Kumar,(2006) conducted a study on Rural Marketing for FMCGs. The most preferred

brands of toothpaste, shampoo and toilet soap in rural areas were identified on the basis of

gender interpretation. The study revealed that quality is the first factor that influences rural

customers followed by price, colour and taste.

Sakkthivel, (2006) An attempt to design an appropriate promotion mechanism to woo

the rural consumers and influence their buying behaviour was made by). He concluded that the

strategies ought to be designed according to the factors influencing the rural consumer behaviour

such as price, opinion leaders, easy 120 Int. Jour. of Business & Inf. Tech.

Madhavi (2007)Among brand preference Colgate plays a vital role among female

respondents whereas male respondents mostly use Pepsodent. Almost half of the respondents do

not use shampoo because they are using conservative products only and among the users 60

percent of them use Clinic Plus. No significant relationship between gender and the use of

shampoo was found. Majority of the respondents using soaps preferred Hamam as their brand of

toilet soap.

Kamalesyathav, (2008) Brand awareness includes both brand recognition as well as

brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand

when they are asked question about that brand or when they are shown that specific brand, while

brand recall is the potential.

 David bough, (2008) consumer to recover a brand from his memory when the product

class/category, needs satisfied by that category or buying scenario as a signal. In other words, it

refers that consumer should correctly recover brand from the memory when given a clue or he

can recall the specific brand when the product category is mentioned. It is generally easier to

recognize a brand rather than recall it from the memory.

Batra, (2009) Brand awareness is related to the functions of brand identities in

consumers memory and can be reflected by how well the consumers can identify the brand

under various conditions. Brand awareness includes brand recognition and brand recall

performance. Brand recognition refers to the ability of the consumers to correctly differentiate

the brand they previously have been exposed to.

Micheal Hussey, (2010) Brand awareness plays a major role in a consumers buying

decision-making process. During this process, the category need is stimulated first. For example,

you need to do food shopping. You will only write down the food categories, like chocolate,

instead of brand names on your list. You will scan the packages of chocolate on the shelf and

recognize different brands.

Visvanathmagath, (2012) Customer preference is mainly based on the following

attributes the product or service, price, place, promotion In this new era of business world,

Customers are the real owners. So, each and every expectation of consumer has to be studied.

Consumer preferences are defined as the subjective (individual) tastes, as measured by utility, of

various bundles of goods. They permit the consumer to rank these bundles of goods according to

the level they give the consumer. Note that preferences are independent of income and prices.

Ability to purchase goods does not determine a consumers likes or dislikes. This is used

primarily to mean an option that has the greatest anticipated value among a number of options.
 Hasmanoyi, (2013) Consumer behaviour can be defined as the decision-making process

and physical activity involved in acquiring, evaluating, using and disposing of goods and

services. This definition clearly brings out that it is not just the buying of goods/services that

receives acquired or bought.

CHAPTER - III
AN OVERVIEW OF THE STUDY AREA

THE INDIAN SHAMPOO MARKET

The shampoo industry in India has evolved extensively since the 1960s, which was then

considered a lifestyle product in urban India. Until 2010, the market was dominated by flagship

companies such as Hindustan Lever Ltd. and Procter and Gamble. But since then the competition

has broadened to include many more multi-national companies and domestic companies such as

Garnier and ITC Ltd. There is high capacity of growth in top and bottom ends of the industry,

which is an advantage for companies since the penetration rates are comparatively low.

Hair care market of India

As of September 2015, the Indian hair care market was estimated around Rs. 3,800 Crore.

This industry is segmented into smaller categories of shampoos, hair oils, hair serums, hair

conditioners, hair colorants and hair gels. Marico dominates the hair oil category with its flagship

brand Parachute, followed by Dabur (Vatika).

Shampoo market of India

 The word Shampoo is originated from the Hindi word Champoo. The industry is

growing at an annual rate of 14% p.a., and the competition is intensifying everyday. Shampoos

are further divided into three predominant categories:

Cosmetic (Volume, shine, strength).

Herbal.
And Anti-Dandruff.

Consumer behavior is at crossroads today as it has its roots in both marketing and

behavioral sciences. As it is born from marketing it will be hard to deviate from the needs of

marketing. But given all the concepts and methods learned from the behavioral sciences it will be

impossible to ignore them. The science of consumer behavior will be carried forward with

traditional journals and other conferences. However, new journals, like the Journal of Consumer

Marketing and other associations will provide a stepping stone to conducting research in the field

of marketing.

The target market for shampoos is mainly the upper class, upper middle class, middle

class and particularly, housewives and college goers. However, of late, the bottom of the pyramid

is proving to be profitable owing to the promotion of one-time use sachets. Cavin Kare, an fast

moving consumer goods major created a revolution in the past decade with its experimentation

of Re.1/- Chik Shampoos in rural areas. Ironically, urban India is witnessing a change in

shampoo consumption, since families are moving from one shampoo a family to one shampoo

a family member. This metamorphosis is a strong driver for growth. More and more companies

are entering the shampoo market every day. The existing marketing leaders are forced to

maintain their dominance through aggressive promotion, re-branding efforts and reduction in

prices. Companies are also experimenting with sachet promotion to expand presence in the rural
markets. This competition is expected to further intensify in near future and the determining

factors is consumer connect.

The characteristics of shampoos and its market in India

o The frequency of shampoo consumption in India is low. Most consumers

shampoo once or twice a week, as opposed to everyday in western countries.

o Some consumers shampoo their hair to attend to hair problems like dandruff,

when the hair needs to be conditioned periodically

o Consumers have common expectations from shampoo consumption, like shine,

cleanliness and hygiene, moisturizing, etc. and they expect their needs to be

satisfied.
o Consumers relate formation of lather to the act of cleansing.
o Even today, many individuals use soap or a combination of soap and shampoo to

wash their hair.

o Shampoo consumers are not very loyal to their brand. They constantly seek

changes, mainly so in fragrance.

o The per wash consumption of shampoo of Indians is higher than most western

countries: 6 ml as compared to an average 4 ml per person. This is mainly

attributed to hair length of Indian women.

o Since Indians also regularly oil their hair, their shampoo consumption increases

proportionally.
o Southern India is predominantly a sachet market, as opposed to North India where

bottles are more popular.

o The penetration level of shampoos in rural India is estimated at 32% (2005).

Sachets make upto 40% of the total shampoo sales in the country.HUL dominates

the market with 47% market share, followed by P&G at 23%. The challenges are

expected to increase due to increasing competition and decreasing prices.

Major players of the Indian shampoo market

 Hindustan Unilever Ltd. dominates the shampoo market in the country with brands like

Clinic All Clear, Sunsilk and Clinic Plus. P&G follows closely with its highly successful brand,

Pantene, along with Head & Shoulders, the leading Anti-Dandruff brand in India. Other major

players are Dabur, Cavin Kare and Garnier.

Market Share of FMCG Companies in the Shampoo Industry

Value-added shampoo segment is gaining immense popularity these days, with many

companies launching a myriad of variants to tap market share. Paras was first to launch the hair

potion segment with Livon, pharma companies such as Dabur have launched medicated anti-

dandruff segment with Vatika.

By 2015, an estimated 55% of the shampoo consumers will be the under-20 years of age

segment, giving shampoo giants a huge opportunity to experiment in this sector. With increasing

awareness and growing advertising activates, shampoo penetration is likely to multiply threefold

in the coming years.

CLINIC PLUS SHAMPOO

Clinic Plus Health shampoo was launched in India in the year 1987. Hindustan Lever

Limited (HLL) has relaunched Clinic Plus Health Shampoo in the year 2004. It is India's largest
selling shampoo, offering the five most important hair health benefits: strengthens weak hair,

prevents hair breakage, softens rough dry hair, shine for thick and healthy hair, and contains anti-

dandruff ingredient. This is the first time such a five-in-one shampoo has been introduced in

India. Bottles of the new Clinic Plus Health Shampoo with milk proteins are now being made

available at more affordable prices.

The relaunch of Clinic Plus Health Shampoo, with its five-in-one benefit formulation and

the new reduced price points, is HLLs second major initiative to offer outstanding consumer

value in this category.

HLL has decided to stretch the equity of its Clinic Plus shampoo into an ayurvedic

variant. The new sub-brand Clinic Plus ayurvedic hair wash is priced on par (Rs 60 for 200

ml) with its existing Clinic Plus Health shampoo with milk proteins. With natural ingredients

such as neem, tulsi and cinnamon leaf oil, the hair wash's dark brown colour is different from the

usual blue colour of the Clinic Plus shampoo.

Clinic Plus is the market leader in the mid price range shampoo segment. Its main

competitor is the Rejoice shampoo from P & G and Chik Shampoo from Cavin Care.

It uses line extension type of branding because it has Clinic as the main brand name and

it uses clinic plus and clinic plus ayurveda as a line extension.

COMPETITIVE ENVIRONMENT

HLLs Clinic plus is a market leader. Its market challengers are

P & Gs rejoice shampoo

Cavin cares Chik shampoo

The niche market in the shampoo industry is shared by companies like Dabur &

Himalaya. Profitable markets for clinic plus are semi urban, urban and rural market. Although its

market challengers Rejoice and Chik shampoo are hitting these markets and posing a threat to
clinic plus, but clinic plus is still doing well because has the price advantage over its competitors.

Strategies used by HLLs Clinic plus against competitors

Position Defence strategy:

Clinic plus uses this strategy to defend its position against new entrants. HLLs long

established ties with retailers and ties extensive distribution reach probably acts as a entry

barrier for new entrants.

Counter offensive strategy:

This strategy is usually used against market challengers like Rejoice and Chik

shampoo, recently when P&Gs Rejoice reduced its prices HLL fired a salvo by offering a

free bottle for every bottle of its clinic plus shampoo.

As a market leader, HLL believes that it can lead market growth by driving

consumption and frequency of usage. Bottle packs play a significant role in this. And this

was one of the great moves in directing the sachet users to bottles.

Low pricing strategy:

In the Rs 1,000 crore shampoo market, HLL is a clear leader hogging 65% of the

market share with clinic plus contributing 31% .HLL enjoys a price advantage over its

competitors. With low prices HLL believes that it can neutralize significant part of cost of

this initiative overtime while fortifying our market position

o Product
o Segmentation of the product
o Premium
o Popular
o Economy

Clinic Plus is a Premium product since it is targeted at the existing customers and it is the

market leader. Positioning of the product is done by uses and applications since it has been now
launched with a five in one benefit. The product is differentiated in to two categories. It has

clinic plus which targets the family and a variant which is clinic plus ayurveda which targets the

niche market.

PROMOTION

Clinic Plus uses various promotion strategies some of which are,

Reduction in prices:

Hindustan Lever Limited relaunched Clinic Plus with its five in one formula with

reduced price. This reduced price has greatly increased the market share of Clinic Plus because

where other shampoos in the same segment are priced at almost Rs. 39 Clinic Plus is priced at

Rs. 30.

Buy One Get One Free:

HLL started introduced the scheme of buy one get one free. So you get two bottles for the

price of one. It does not affect the profits of HLL because it has so high volume of production

that it can absorb the cost of production.

Bubble Pack:

The bubble pack which is available for Rs. 8 for 30 ml is an innovative way of promoting

the product. Since the sachets are difficult to store and reuse the bubble pack is a welcome relief.

25 ml for Rs. 5:

This bottle of shampoo is introduced to switch the sachet users to the bottle. Where you

get 7.5 ml for Rs. 2 you are now getting 25 ml for Rs. 5

How to reach out to customers /innovative ideas

 Since HLLs clinic plus is the market leader controlling 65% of the market , the only way

to grow would be expand the market itself. Hence our innovative ideas are concentrated on

expanding the market.

1. Hair saloons:

Concept:

Promotion of Clinic Plus in various hair saloons and beauty parlours across India.

Motive:

Creating brand awareness and getting it on top of mind.

Idea:

Since people visit hair saloons and beauty parlours very often they tend to get

attracted to the products used in the saloons or parlours , carrying the general impression

that whatever products by the people in saloons are the best for that purpose.

2. Health Clubs:

Concept:

Promotion of Clinic Plus in various health clubs across India.

Motive:

Creating brand awareness and getting it on top of mind

Idea:

People are becoming more health conscious these days. Right from HNIs to the

youth to the middle class housewives most of them are regular to health clubs. Hence

promoting the Clinic Plus shampoo at these places with a special mention in the diet chart

by the local nutritionists would lead to greater brand awareness as hair also require

nutritions. We can use banners like

 This would also help to fight the general perception that shampoos are glamour

products and not health products.

3. Weekly Bazaars:

Concept:

Promotion of Clinic Plus in rural areas across India

Motive:

Creating brand awareness and converting non shampoo users to shampoo users.

Idea:

Since the market penetration of shampoo industry is not high, we look at

promoting Clinic Plus in rural areas by putting up stalls in weekly bazaars setup in most

parts of rural India.