Presentation on Pricing Strategy of Clinic All Clear. For MBA/PGDM Students www.inmantecdayz.blogspot.in

1. Pricing Strategy of
CLINIC ALL
CLEAR
Submitted By-Group No 3
•Hussain
•Pronita
•Rashi
•Sadhna

2. Introduction
Clinic All Clear first introduced in 1996.
It is a dual shampoo – it not only fights the last
dandruff flake, but also adds back lost nutrients to
make hair healthy and beautiful.
Clinic All Clear Total is a dandruff solution for
everyday use.
By-Group No 3 9/7/2014

3. Major Competitors
Head & Shoulder
Vatika
Pantene
L’Oreal.
Garnier
By-Group No 3 9/7/2014

4. Pricing Strategies for Indian Market
Determine the price elasticity of demand
-Inflexible demand will allow for a higher price.
Estimate fixed and variable manufacturing costs
- product adaptation costs must be calculated.
Identify all costs associated with the marketing programme
Select the price that offers the highest contribution margin
By-Group No 3 9/7/2014

5. Pricing Strategies for Indian Market
The other ways to increase price without
increasing the MRP...
Revise the discount structure.
Change the physical characteristics of the product.
Produce less of the lower margin models in the line
By-Group No 3 9/7/2014

6. Should there be a contingency plan to counter
any price movements of competitors?
-Yes
By-Group No 3 9/7/2014

7. Yes .. because
To survive in the market.
To maintain the number of customers.
To maintain the brand image of HUL.
To maximize the profit.
Market Share maximization.
By-Group No 3 9/7/2014

8. Suitable contingency pricing plans
Premium pricing
Uses a high price, but gives a good product.
Penetration pricing
offers low price to gain market share - then increases price.
Economy pricing
placed at ‘no frills’, low price.
By-Group No 3 9/7/2014

9. Suitable contingency pricing plans
Price skimming
where prices are high - usually during introduction
Psychological pricing
to get a customer to respond on an emotional, rather than rational
basis
Product line pricing
rationale of a product range
Pricing variations
‘off-peak’ pricing in larger quantity.
By-Group No 3 9/7/2014

10. Suitable contingency pricing plans
Optional product-pricing
e.g
Promotional pricing
e.g buy one get one free
Value pricing
usually during difficult economic conditions
By-Group No 3 9/7/2014

11. Suitable contingency pricing plans
Product-bundle pricing
sellers combine several products at the same price.
Low High
High Low
Price
Quality
Penetration
Economy
Strategy
Skimming Premium
By-Group No 3 9/7/2014

12. By-Group No 3 9/7/2014