PRESENTATION ON CLINIC ALL CLEAR PRICING STRATEGY

PRESENTED TO- PROF. KAMAL GUPTA

PRESENTED BY- PRASOON MISHRA ASIT KUMAR NAYAK PRADIP KUMAR SAHOO SHANTANU BERA

CLINIC ALL CLEAR

Indias largest selling shampoo. Launched in 1987 Re lunched with five in one benefit . Its in anti-dandruff segment Line Extension type of branding

MAJOR COMPETITORS

Procter & Gambles Head & Shoulder and Pantene. Daburs Vatika AD Cavin Kare

THREATS
Negative perception that it carries harmful chemicals Also people perceive that its a glamour product rather than hygienic product Another one is, more than 50% consumer use toilet soap for washing hair Also Herbal shampoo segment is another threat

PRODUCT
Five most important hair health benefit in a single shampoo Attractive bottle and packaging with shrink sleeve boost up sales by more than 10%

PRICE
Type
Quantity 7.5 ml 25 ml 100 ml 200 ml Price

Sachet

Rs. 3
Rs. 18 Rs. 72 Rs. 135

Bottles

Bubble pack

30 ml

Rs. 8

PLACE
As its a brand of HUL, it has a strong distribution network with a three way convergence Innovative distribution like project Sakti and Hindustan Lever Network are used

PROMOTION

Using the youth icons for promotion of the product Like initially Shah Rukh Khan was the brand ambassador and now Shahid Kapoor take over the choice of brand ambassador Also deploying innovative promotion strategies like showing promotion in movies

PRICING STRATEGY DEPENDS UPON

Per unit cost of production Income of customer Warehouse and distribution channel Competitors price

PRICING STRATEGY INITIALLY DEPLOYED

When Chick shampoo introduced the sachet in 50 paisa ,HUL also cut down its price and even lower than P&G Head & Shoulder. It used the going rate pricing strategy which had helped to garner 44% market share.

PRICING STRATEGY
As, in urban market , penetration level is 30%which is low and in total Indian market even very low of 13%. To combat the stiff competition ,the best pricing strategy would be penetration strategy. By lower down the price, it can increase the market volume share.

ALTERNATIVE
The second strategy would be value pricing strategy. By providing high quality value at lower price than competitor to gain competitive advantages.

CONTIGENCY PLAN TO COUNTER PRICE MOVEMENT

To counter price movement of competitors various plan can be implemented such as: Extra volume at same price. By one get one.