Brand Dossier

Submitted By:Dipika Agarwal

[B13025]Gaurav Bhattacherjee

[B13026] Karan Singh Nagra

[B13027]Mukund Ramasubramanian

[B13035]

Hindustan Unilever Brand - Clinic Plus Positioning SWOT Analysis Competition Tackling Strategies Advertising Sale Promotion Distribution System List of Hypothesis Research Analysis

Agenda

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)

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)

Cont…Hindustan Unilever (HUL)

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

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:

Clinic Plus (Continued..)

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.

POSITIONING

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

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

SWOT Analysis (Continued…)

Position Defense StrategyGood 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

Competition Tackling Strategy

Advertising

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

Advertising (Continues..)

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

Sales Promotion

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

List of Hypothesis

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

Data Collection

Graphical Representation Pie Chart Bar Graph

Methods of Data Analysis

Brand Name Responses

Head & Shoulder 13

Clinic Plus 9

Sunsilk 11

Pantene 6

Loreal 8

Dove 18

Others 12

Total 77

Research AnalysisMost Preferred Shampoo’s in the market

Head & Shoulders Chik

Clinic Plus Pantene Sunsilk

Conditioning 17 12 9 30 32Healthy Hair 25 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          

0

10

20

30

40

50

60

70

ConditioningHealthy HairTo prevent Hair FallSmooth & strongAnti-dandruff

Head & Shoulders Chik Clinic Plus Pantene Sunsilk

Hypothesis - 1

Long, Strong and Healthy Hair

  Lowest Fair Average Good Excellent

Value for money 9 13 17 10 10

Availability 0 7 16 18 18

Packaging 5 11 29 13 2

Fragrance 6 16 25 8 4

Hypothesis 2 & 3

Value for money and Availability

Fair12%

Av-er-age27%

Good31%

Excellent31%

AvailabilityLowest

15%

Fair22%

Average29%

Good17%

Excel-lent17%

Value for money

Head & Shoulders Chik Clinic

Plus Pantene Sunsilk

19 25 21 17 10

Advertisement and promotion effects on

consumers

Head & Shoulders Chik Clinic Plus Pantene Sunsilk

19

25

21

17

10

Market awareness about brand

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)

Conclusion of the survey

Do you take care of yourself?

Then why not of your hair?

Use Clinic Plus for hair care.