4P's and STP of clinic plus shampoo in INDIA was explained in it

1. Presidency University, Bangalore
School of management
Sub: Marketing Management
Assignment
Topic: A Report on 4P’s and STP on ‘Clinic plus Shampoo’
Submitted to
Faculty Instructor
School of Management
Submitted by
Harsha Devatha
MBA 1st year
Submission date & time: 15th May 2017, 11:59 P.M

2. Introduction
Clinic plus is a hair care brand, primarily aimed at women and produced by the Unilever group.
It is Unilever's leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's
"billion dollar brands". Clinic plus shampoos, conditioners and other hair care products are sold
in 69 countries worldwide. This brand is sold more in Asia, Latin America and the Middle East.
Product Description
 Clinic plus shampoo has three categories of shampoo
 Clinic Plus Long & Strong----Health shampoo
 Clinic Plus Long & Strong----Naturals shampoo
 Clinic Plus Long & Strong----Anti-dandruff shampoo
 Its products ranging from RS.1/- whereas most of the competitors like dove, head&shoulders
etc. starts from RS.1.5/-
 After re-launching in 2003 they came and launched India’s first ‘five in one shampoo’ with
the health benefits of strengthens weak hair, prevents hair breakage, softens rough dry hair,
shine for thick and healthy hair and contains anti-dandruff ingredient.
 Product line: It has its products in 3ml, 6ml, 12ml, 30ml, 60ml, 80ml, 175ml, 340ml, 650ml.
Brand Name--------------------------------Clinic Plus
Category----------------------personal care, hair care
Sector----------------------------------------FMCG
Launched in India--------------------------1972
Re-launched in the year-------------------2003
Parent Company Name-------Hindustan Unilever Ltd
CEO& MD---------------------Sanjiv Mehta (HUL)
Headquartered-----------------Mumbai, India
Workers------------------------16000(India)

3. Segmentation
Market segmentation is the process of dividing a broad consumer or business market, normally
consisting of existing and potential customers, into sub-groups of consumers (known as
segments) based on some type of shared characteristics.
 With respect to segmentation, there are many types of segmentation
 Geographical segmentation: clinic plus actually concentrated mainly on rural area.
 Behavioral segmentation: In this segmentation clinic plus was considered as
medicinal thing.
 Price segmentation: Clinic plus price segmentation is very low and less price.
 Segmentation in clinic plus shampoo, at present as the product is antidandruff,
ayurvedic, healthy.
 Segmentation can also be in premium or popular or economy, in this three clinic plus
is a premium brand in the market at the time of first launch and at the time of re-
launch.
 In the marketing segmentation process
 Identify the needs of the customer --- whereas clinic plus identified the problem
of women in India (most women have clingy hair, hair fall, dandruff)
 Identify different characteristics between market segments--- like anti-dandruff,
smooth hair.
 Estimate the market potential--- 31% of shampoo sales of HUL is contributed by
Clinic Plus.

4. Targeting
Target Marketing involves breaking a market into segments and then concentrating your
marketing efforts on one or a few key segments consisting of the customers whose needs and
desires most closely match your product or service offerings.
 Clinic plus shampoo’s target group is Family-Health shampoo.
 It is targeted at the existing customers.
 Clinic plus which targets the family and a variant which is clinic plus Ayurveda
which targets the niche market.
 From the starting clinic plus shampoo targeted mainly women. And it brought the
relationship of daughter and mother in its advertisement.
 Clinic plus is differentiated marketing (single segment)—targets mother and
daughter.
Positioning
Positioning refers to the place that a brand occupies in the mind of the customer and how it is
distinguished from products from competitors.
 Clinic plus was placed in consumer’s mind as ‘Long and strong’ (Tag line).
 The packaging showed a family with healthy hair.
 Positioning of the product is done by uses and applications since it has been launched
with a five in one benefit: strengthens weak hair, prevents hair breakage, softens
rough dry hair, shine for thick and healthy hair, and contains anti-dandruff ingredient.
 Clinic Plus was advertised as a family shampoo with the positioning of 'protein
nourishment for the scalp'.
 It is positioned as a first innovative sachet in India.
Pricing
Price is the value that customers give up or exchange to obtain a desired product. Pricing may be
in the forms of money, goods and services but with respect to clinic plus it is the form of money.
Price is the only p which represents revenue rather than expense.

5.  Pricing strategies based on competition:
1. Competitive parity: This means pricing products near competition.
E.g. clinic plus sachet costs like Rs.1/-, head&shoulders sachet costs like Rs.1.5/-
and clinic plus bottle 80ml costs Rs.46/- but its competitor dove shampoo bottle
80ml Rs.56/-.
 It is the Cost-plus Pricing to some extent and it has loss leadership.
 There are two product-pricing strategies a) market skimming policy b) market penetration
policy. But clinic plus launched with a market skimming policy with high price. But at
the time of re-launch of clinic plus it came up with a market penetration policy with
reduced price.
 In price adjustment strategies clinic plus followed allowance pricing by giving extra
quantity to the customers.
Pricing list of the Clinic plus shampoo product
Pricing list of the competitor (Dove shampoo)
Comparison: If we compare both of the pricing list, clinic plus shampoo prices are bit lesser
when compared to Dove shampoo. But whereas Dove shampoo it gives more quantity to its
customers. If we take in the overall aspect these both products doesn’t vary much.
Type Sachet Sachet Bottle Bottle Bottle Bottle
Quantity 6ml 12ml 30ml 80ml 175ml 340ml
Price RS.1/- RS.2/- RS.10/- RS.45/- RS.95/- RS.190/-
Type Sachet Sachet Sachet Bottle Bottle Bottle Bottle
Quantity 5ml 7ml 12ml 80ml 180ml 340ml 650ml
Price RS.1.5/- RS.3/- RS.5/- RS.56/- RS.124/- RS.230/- RS.430/-
INFO Guru: Clinic plus was the first company which thought that rural people cannot spend too much
so it is one of the first company to issue its product in small sachets and at low prices.

6. Place (Distribution Network)
In the marketing mix, the process of moving products from the producer to the intended user is
called place. The use of the right place, a company can increase sales and maintain these over a
longer period of time. Clinic plus has country wide sales but it is the part of Hindustan Unilever
Limited (HUL) distribution network. Its distribution channel is as follows
HUL’s products are distributed through a network of about 7000 redistribution stockists covering
about one million retail outlets.
With respect to online sale, clinic plus don’t sell directly in its website. But there are some
people (middle men like distributors, wholesalers) who sale through online platforms like
amazon, flip kart, etc. As clinic plus is targeting rural people mainly this product is available in
all the rural places mostly and it is the product which targeted women, its common psychology
that in a home what women prefers is used by the family members especially in the case of
shampoo as Indian women gave more preference to hair.
Manufacturing Unit
C & F agent
Re-distributors
Wholesalers
Rural Retailers Urban Retailers
Consumers

7. Promotion
Promotion refers to raising customer awareness of a product or brand, generating sales, and
creating brand loyalty.
1. Print media: The following is the type of advertisements they published in the newspapers.
The above advertisement shows the evolution of advertisements in clinic plus shampoo from
1996 to 2012.
 If you ever see clinic plus history in the advertisement from starting it brought up the
relation between the mother and girl child. If you see the advertisement for the girl child
is worried about hair where her mother comes with the clinic plus product.
 There is other advertisement with the tagline of “inside strong and outside long”. This
tagline became such a popular.
2. TV Advertisement:
Same as the advertisement in the newspaper, the TV
Advertisement also showcased the same story of
Mother and daughter relation and the tagline of
“Inside strong & outside long.”

8. 3. Other Promotion (online): As clinic plus is mainly for girls and women it has started newly a
campaign of ‘clinic plus scholarship test’. Because of this test it has provided scholarship to
many girls. It gives not only promotion to the company but also we can see the corporate social
responsibility of the brand towards which sector they target. It launched that scholarship
programme for the first time in 2014. The campaign is based on the thought that every daughter
gets her strength from her mother and how a mother plays a huge role in her daughter's
development. Through this scholarship programme, they aim to provide an opportunity for
mothers to help their daughter complete secondary education. Mainly because of improvement in
the online users or the online services this scholarship campaign was successful by they had
made enough promotion on that scholarship test.
Learnings
 At the time of first launch of the product in 1987 there were only very few players in the
market so has they had released the product for the medium price (i.e. not less price) and
with bottles. By this we can understand that if there no competitors in the market we are
the price maker.
 But after re-launch in 2003 there were competitors in the market so they issued for less
price and they have started to issue in different small sachets also. By this my learning is
when there is competitor and to have the market grip we should be issuing in low price
and the more product benefit.
 From the starting of the product they rely on the words that the product is mainly meant
for mother and the daughter and it is the family shampoo. My learning from this is before
issuing the product we have to segment the customer correctly and satisfy them with the
product.
 The availability of the product is very crucial thing now a days for a company, whereas in
those days only this clinic plus shampoo targeted mainly rural people and succeeded by
taking this product to rural area through its distribution channel.
 Pricing is the main thing in the whole life of the product. When the foreign players came
to Indian market they acted cleverly by keeping the price less and quantity allowances to
sustain in the market.

9. SWOT analysis of Clinic plus Shampoo:
S Strength
1. The largest selling Shampoo brand in India.
2. The most widely distributed Shampoo brand in India.
3. Good advertising and brand presence along with
celebrity tie-ups.
W Weakness
1. Some consumers are confused with the chemicals used in
the shampoo.
O Opportunity
1. High concentration of Advertisements in Rural Markets
2.Rural penetration through sale of sachets
3. High unchanged market in the rural segment.
T Threat
1. Brand loyalty in the shampoo is very low.
2. Frequency of the shampoo usage is low.
3. There are many foreign players and competitors in market.
Thank you