INTRODUCTION HINDUSTAN LEVER has introduced Clinic All Clear It contains VITA-ACE, which not only fights dandruff but also brings back the hairs lost nutrients It is meant for everyday use
CLINIC ALL CLEAR??? Clinic All clear is an anti-dandruff shampoo from HUL It not only offers freedom from dandruff , but also adds back lost nutrients to give strong hair
SHAMPOO MARKET IN INDIA Shampoo market in India was estimated at Rs. 21.41 billion per annum Shampoo market is segmented on benefit platforms: -Cosmetic - Anti – Dandruff - Herbal Anti-dandruff shampoo category has around 25% share in the shampoo market
MARKET SHAREANTI-DANDRUFF MARKET SHARE: P&G’s Head & Shoulders brand, the market leader in the segment, has market share of 54.8%. HUL’s Clinic All Clear’s share is 39.6%.
VALUE PROPOSITION…• PERCIEVED VALUE: “Good value for money”• UNIQUE & OTHER BENEFITS: First ever antidandruff shampoo for men. the new clinic all clear activsport and hairfall decrease leave your scalp with a lingering feeling of freshness.
VALUE PROPOSITION TARGET CUSTOMERS: GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC
VALUE PROPOSITION STATEMENT• CLINIC ALL CLEAR is formulated exclusivelyfor men, Between 15-35years.• “Mens Scalps Differ from Womens : try the all-new Clinic All Clear for menfor all the “confidence you need to get up closeand personal with the ladies”
BRAND EXTENTION CLINIC ALL CLEAR MEN CAC ACTIVESPORT & HAIRFALL DECREASE
BRAND ATTRIBUTES FUN CONFIDEN CE FRESHNESS YOUTH
NEW FACET OF THE BRAND Clinic All Clear has had a face lift recently The colours and the typography of the bottle containers and the sachets have changed, giving it a new look and feel
PACKAGING TECHNIQUE The unique stylishly designed bottle along with an easy dispensing cap. The eye-catching shape of the bottle is also replicated in the sachets. The sachet has been so styled that it looks like a bottle. .
BRAND PERSONALITY & SELF- IMAGE• The Brand ambassadors are chosen according to the personality of brand as young,fresh,confident & fun• Adds back lost nutrients to hair to make hair healthy and beautiful.
BRAND PERCEPTION Clinic All Clears benefit of freedom from dandruff, and also great looking hair… This brand gives its users the power to wear black
BRAND POSITIONING Baseline: No dandruff No hairfall Clinic all clear:“Dare to wear Black”. Its core positioning is no dandruff. It also stands for confidence. the brand now has Vita-Ace, positioning its confidence to higher extent that fortifies the hair against hair fall
RE-BRANDING OF CAC The brand has moved from “No Dandruff” to "Soft and Silky Hair”,which is a major change in its positioning.
PRICINGrs 130 rs 72 rs 3 forfor 200 for 100 sachetml ml
PROMOTIONAL ACTIVITIES Tie ups with television shows and effective use of Brand Ambassador Internet Advertising & website promotions Clinic All clear Contest Promotions Clinic All Clear Dream Job talent hunt Campaign Big holding near various Malls
MARKET RESEARCHQUESTIONNAIRE MODEL1. What is your age?2. Gender?3. How frequently you use a shampoo?4. Which package size you prefer?5. Do you use antidandruff shampoo?6. When somebody says antidandruff shampoo which brand comes in your mind?7. Which antidandruff shampoo you will prefer?8. Whose advertisement you like most?
RECOMMENDATIONS FOR CAC CAC must use reminders to increase the brand awareness. expand the impact laterally by using other media to reinforce the TV commercials. the customers must be made aware of the fact that CAC is different from Clinic Plus and is an AD shampoo.