Brand Dossier
Submitted By:
Dipika Agarwal
Gaurav Bhattacherjee
Karan Singh Nagra
Mukund Ramasubramanian
[B13025]
[B13026]
[B13027]
[B13035]
Agenda

Hindustan Unilever

Brand - Clinic Plus

Positioning

SWOT Analysis

Competition Tackling Strategies

Advertising

Sale Promotion

Distribution System

List of Hypothesis

Research Analysis
Hindustan Unilever (HUL)
 India’s largest FMCG company
 Established in 1933 as Lever Brothers India Limited
 Came to be known as HLL, in 1956
 Renamed in June 2007 as “Hindustan Unilever Limited”
 Headquartered in Mumbai, India
 Employs over 16,500 workers directly and 65,000 indirectly
Hindustan Unilever (HUL) Cont…
 Mission of HUL — “add vitality to life”
 Vission — “to earn the love and respect of India, by
making a real difference to every Indian”
 Distribution covers over 2 million retail outlets across India
 Products are available in over 6.4 million outlets in the
country
 Current MD & CEO of HUL, Mr. Nitin Paranjpe (since 2007)
Clinic Plus

Launched in the UK in 1954

By 1959, it was available in 18 different countries
worldwide

Introduced in India in 1987

In 2003, launched a new range of shampoos and
conditioners to meet women's hair needs

Strongest Brand in Asia, Latin America & Middle East

No.1 Hair Care brand in Brazil, Argentina, Sri Lanka &
Thailand
Clinic Plus (Continued..)
 India’s Largest Selling Shampoo
 Category – Personal Care Brand – Hair Care
 USP – Do Good Ingredients which provide constant
care like a mother does in every wash
 Segment – Hair Shampoo – Health, Herbal & Anti-
Dandruff
 Target: Mid – Income Families
Clinic Plus (Continued..)
 Compititors – Head & Shoulders, Chik, Garnier, Pantene,
Dove, Rejoice, Himalaya, Sunsilk, etc.
 Large product variance:
POSITIONING
 The product is positioned as a five in one haircare
brand.
 Strengthens Weak Hair
 Prevents Hair Breakage
 Softens Rough & Dry Hair
 Shine for Thick & Healthy Hair
 Contains Anti-Dandruff Ingredients
 Later repositioned from No Dandruff to Soft & Silky
Hair.
SWOT Analysis
 Strength:
 Largest selling shampoo brand in India
 Most widely distributed shampoo in India
 Good Advertising and Brand Presence
 Weakness:
 Chemical based shampoo deterred consumers
 Low market share even in Anti-Dandruff segment
 Presence only in Anti-Dandruff segment
SWOT Analysis (Continued…)
 Opportunity:
 Aggressive advertisements in rural market
 Rural penetration through sale of sachets
 High untapped market in the rural segment
 Threats:
 Brand loyalty in shampoos is very low
 Frequency of shampoo usage is low
 Presence of international players and brands
Competition Tackling Strategy
 Position Defense Strategy
 Good distribution network acted as barriers for
new entrants
 Counter Offensive Strategy
 Crushing Competitors by offering freebies
 Low Pricing Strategy
 Priced low enough which could not be matched
Advertising
Advertising (Continues..)

Increasing the usage

Conditioning benefits

Making the hair appear clean and shiny

Imparting a feeling of freshness-due to fragrance

Easy to manage, silky, soft hair

Unique shampoo for every hair type

Effectively communicate brand promise
Sales Promotion
 Promotional activities carried out by Clinic plus:
 Tie ups with television shows and effective use of
Brand Ambassador
 Reduction in prices
 BOGO strategy
 Sachet of 25ml for Rs.5
List of Hypothesis

Clinic Plus is an anti-dandruff shampoo which makes hair
long, strong and healthy

Clinic Plus is the most dominating shampoo which is
made available at an arm’s length

Clinic Plus is the most affordable shampoo, in terms of
quantity and price
Data Collection
 Questionnaire Method - written questions in a definite order
 Two Types:
 Open ended questions
 Closed ended questions
 Sample Size of 50 people from middle income groups
Methods of Data Analysis
 Graphical Representation

Pie Chart

Bar Graph
Research Analysis
Most Preferred Shampoo’s in the market
Brand Name
Head & Shoulder
Clinic Plus
Responses
13
9
Sunsilk
11
Pantene
6
Loreal
8
Dove
18
Others
12
Total
77
Hypothesis - 1
Long, Strong and Healthy Hair
Conditioning
Healthy Hair
Head &
Shoulders
17
25
Clinic
Chik
Plus Pantene Sunsilk
12
9
30
32
9
24
22
27
To prevent
Hair Fall
30
5
20
28
16
Smooth &
strong
32
2
18
25
32
Anti-dandruff
61
1
22
12
5
70
60
50
Conditioning
40
Healthy Hair
To prevent Hair Fall
30
Smooth & strong
Anti-dandruff
20
10
0
Head & Shoulders
Chik
Clinic Plus
Pantene
Sunsilk
Hypothesis 2 & 3
Value for money and
Availability
Lowest
0%
Availability
Lowest
Good
Excellent
9
13
17
10
10
Availability
0
7
16
18
18
Packaging
5
11
29
13
2
Fragrance
6
16
25
8
4
Value for money
Excellent
17%
Excellent
31%
Good
30%
Average
Value for
money
Fair
12%
Average
27%
Fair
Good
17%
Lowest
15%
Fair
22%
Average
29%
Head &
Shoulders
Advertisement and promotion
effects on consumers
Chik
19
25
Clinic
Plus
21
Pantene
17
Market awareness about brand
25
21
19
17
10
Head & Shoulders
Chik
Clinic Plus
Pantene
Sunsilk
Sunsilk
10
Conclusion of the survey
 Hypothesis 1: hypothesis is partially proved
 Hypothesis 2: Clinic Plus’s availability is excellent but it
is not a dominant player in the shampoo market
 Hypothesis 3: hypothesis stands disapproved (value for
money)
Do you take care of yourself?
Then why not of your hair?
Use Clinic Plus for hair care.