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  1. 1. CLINIC ALL CLEAR Group No : 6 Section – Taylor
  3. 3. Introduction <ul><li>Shampoo is a common hair care product used for the removal of oils, dirt, skin particles, dandruff, environmental pollutants and other contaminant particles that gradually build up in hair. </li></ul><ul><li>The goal is to remove the unwanted build-up without stripping out so much as to make hair unmanageable. </li></ul><ul><li>Hair shampoos are highly formulated products based on a limited range of cosmetically acceptable surface active agents, plus conditioning agents, pearling agents, antimicrobials, colours and fragrance. </li></ul>
  4. 4. Cont….. <ul><li>Shampoo occupies a prominent and very important place among the products available today. Due to the increasing awareness and importance of cleanliness and healthiness of hair, the use of “HERBAL SHAMPOO” is increasing every day. </li></ul><ul><li>Future demand for Herbal Shampoo depends upon the per capita rate of consumption and segment of population using shampoo. The demand in past is found to have increased with increase in number of middle class population. </li></ul>
  5. 5. Cont…. <ul><li>The Indian shampoo market is characterised by a twin-benefit platform: cosmetic and anti-dandruff. It is basically an upper middle class product, as more than 50% of the consumers use ordinary toilet soap for washing hair. </li></ul><ul><li>The shampoo market in India grew rapidly in the three months to June . According to analysts, several companies are now eyeing the growing shampoo market and existing players are having to defend their turf by launching new products, reducing prices, and focusing on promotions. </li></ul>
  6. 6. Hair Care Facts <ul><li>The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week. In many cases, these products are used on special occasions such as weddings, parties etc </li></ul><ul><li>Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair. </li></ul><ul><li>Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care </li></ul><ul><li>Some consumers use natural conditioning agents such as henna. About 50% of consumers use ordinary soaps to wash their hair. </li></ul><ul><li>About 15 % of consumers use soaps as well as shampoo for cleaning their hair </li></ul>
  7. 7. Hair Care Facts…contd. <ul><li>Brand loyalties in shampoo are not very strong. Consumers frequently look for a change, particularly in fragrance </li></ul><ul><li>Consumers attribute lathering to the act of cleaning </li></ul><ul><li>Major expectations from the product are improvement in texture and manageability, giving softness and bounce to hair, curing and avoiding damage to the hair </li></ul><ul><li>An Indian needs more shampoo for a proper wash ( average 6 ml ) compared to 4 ml needed in Western countries as most Indian women have long hair </li></ul><ul><li>Most consumers do not use shampoo daily </li></ul><ul><li>Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits </li></ul><ul><li>Southern market is predominantly a sachet market, accounting for 70 % of sachet volumes </li></ul>
  8. 8. Hair Care Facts…contd. <ul><li>In Contrast, shampoo bottles are more popular in the Northern markets. </li></ul><ul><li>About 50 % of the shampoo bottles are sold in the Northern region alone. </li></ul><ul><li>In the North, local brands such as Ayur have strong equities and these products being low priced dilute sachet’s USP of low price. </li></ul>
  9. 9. Shampoo Market Size In India <ul><li>Size of shampoo market - 930 Cr </li></ul><ul><li>Anti - Dandruff Shampoo - 20 % of above </li></ul><ul><li>Sachet Sales - 70 % of above </li></ul>
  10. 10. Shampoo Awareness in India <ul><li>Urban areas - 90 %, accounting for 80 % of shampoo sold in the country </li></ul><ul><li>Rural areas - 80 %, accounting for 20 % of shampoo sold in the country </li></ul>
  11. 11. Shampoo Penetration in India <ul><li>All India Shampoo - 14 % </li></ul><ul><li>Urban - 40 % </li></ul><ul><li>Rural - 10 % </li></ul>
  12. 12. Company Introduction <ul><li>Hindustan Lever (HLL), with a 65 per cent volume share (68 per cent share by value), dominates the market with brands such as Sunsilk, Clinic Plus and Clinic All Clear. Cavin Kare Limited, an unlisted company from Chennai, with brands such as Chik and Nyle follows with a 19.8 per cent volume share. </li></ul><ul><li>Hindustan Lever Limited initiatives in growing the shampoo market through low unit price single-use sachets, offering Outstanding Consumer Value, has been extremely successful and has played a vital role in building volumes in the sachet segment. The present strategic move is designed to offer a similar Outstanding Consumer Value to users of shampoo bottles. </li></ul>
  13. 13. Cont….. <ul><li>For a market with high potential, the shampoo market in India is dominated by just a few players. From scores of brands five years ago, the shampoo market has now been whittled down to a handful. </li></ul><ul><li>The average growth of the shampoo market in the last few years is 20% and the expected average growth in the next few years is 25%. </li></ul><ul><li>The shampoo market in India is valued at Rs 4.5 bn with the penetration level at 13% only. The market is expected to increase due to lower duties and aggressive marketing by players Shampoo is also available in a sachet, which is affordable and makes upto 40% of the total shampoo sale. </li></ul>
  14. 14. HLL Dominance <ul><li>Clinic, Sunsilk, Organics and Lux and their various brand extensions dominate the shampoo market </li></ul><ul><li>In 1998, the company re-launched Clinic and Sunsilk brands </li></ul><ul><li>Sunsilk was re-launched with Fruitamins. </li></ul><ul><li>Today HLL has a 63 % market share in the shampoo market </li></ul><ul><li>In South India, Clinic Plus and Clinic All Clear put together have a market share of about 70 % </li></ul>
  15. 15. Brief About Clinic All Clear <ul><li>Parent Company - HUL (Unilever) </li></ul><ul><li>Category - FMCG </li></ul><ul><li>Sector - Personal Care – Hair care </li></ul><ul><li>Tagline/ Slogan - Zero Dandruff. Just fabulous hair. </li></ul><ul><li>USP - The new range of Clear is powered with the dual benefit of Clear tech and essential oils. </li></ul><ul><li>Concept: First ever anti-dandruff shampoo range formulated exclusively for men. </li></ul><ul><li>Variants: Clinic All Clear ACTIVSPORT and Clinic All Clear HAIRFALL DECREASE. </li></ul><ul><li>Quantity and Price: 200 ml - Rs.135, 100 ml - Rs.72 and 7.5 ml - Rs.3 </li></ul>
  16. 16. <ul><li>The Clinic All Clear brand was launched in 1980 in India. It was known as Clinic Special then and its name was later changed to Clinic All Clear in 1996.The brand is also present as Clear in 14 other countries worldwide. To align itself to the international quality standards this year Clinic All Clear has been relaunched this year as Clear. </li></ul><ul><li>The new range of Clear is powered with the dual benefit of Clear tech and essential oils. The dual action of its advanced formula guarantees Zero dandruff and leaves your feeling fabulous. </li></ul>
  17. 17. Clear is available in 5 variants <ul><li>Clear Active Care – Provides extra nourishment for a healthy scalp and beautiful hair. Powered by Cleartech also helps remove dryness which is the root cause of dandruff. </li></ul><ul><li>Clear Ice Cool – Specially formulated with the cleartech advantage it refreshes and cools the scalp and also reduces dandruff. </li></ul><ul><li>Clear Hairfall Defense –Also powered by Cleartech. It removes dandruff which helps in reducing hairfall**. </li></ul>
  18. 18. <ul><li>Clear Radiant Black – Nourishes the scalp and gives a black shine to your dandruff free hair. </li></ul><ul><li>Clear Soft Gloss – Powered with the twin advantage of Cleartech soft and essential oils . It not only removes dandruff* but also leaves your hair 4 X softer. </li></ul>
  19. 19. Key facts <ul><li>Presence in countries like Indonesia, Thailand, Philippines, Vietnam, Arabia, Russia, Turkey etc </li></ul><ul><li>Clinic is Clear is the only brand that offers specially formulated Anti dandruff shampoo for men </li></ul><ul><li>Clinic All Clear also has Anti Dandruff Hair Oil that </li></ul><ul><li>Fights dandruff gently and effectively, giving you dandruff free hair. </li></ul><ul><li>Strengthens hair from scalp to give you hair full of health. </li></ul>
  20. 20. Distribution Channel
  21. 21. Market Segmentation Strategies <ul><li>Age : from youth to adult. </li></ul><ul><li>Gender : mainly male segment. </li></ul><ul><li>Religion : all. </li></ul><ul><li>Income : upper middle class and high end class. </li></ul><ul><li>Social Grade : it is basically a premium brand catering to the needs of high end class who want to fulfill the desire of anti dandruff needs </li></ul>
  22. 22. Target Market Strategies <ul><li>CLEAR is a high quality range of shampoos which were created keeping the following target audience in mind: </li></ul><ul><li>Upper middle class. </li></ul><ul><li>Upper Middle class and house wives. </li></ul><ul><li>Upper class consumers. </li></ul><ul><li>Teenagers. </li></ul><ul><li>Premium class and luxury class. </li></ul>
  23. 23. Market Positioning Strategies <ul><li>CLINIC ALL CLEAR has been positioned as the anti dandruff shampoo to attract the youth towards the styling needs with male celebrity and endorser. It has a strong tag line of: ‘New Clear with Essential Oils, guarantees Zero dandruff and leaves your hair feeling fabulous’. </li></ul>
  24. 24. Marketing Mix Strategies (Product) <ul><li>All clear shampoo is anti dandruff, but they also differ in many other special adding. Such as: </li></ul><ul><li>Scalp care, ice cool, scalp oil control, itchy control and etc.  </li></ul><ul><li>Clears bottle design are more to sporty type, young look with a young looking color fits the characteristic of its shampoo function. </li></ul><ul><li>Clear shampoo its a anti-dandruff shampoo. This is cause of the dandruff  problem are getting more and more common in public, that’s why this shampoo have it all with antidandruff features with some add-ins of icy cool, scalp oil control and etc. </li></ul>
  25. 25. Marketing Mix Strategies (Pricing) <ul><li>The payment period for retailer was in 3 month basis. Means the retailer must pay to Unilever within 3 month after receiving the Goods. </li></ul><ul><li>Credits term only will come on when there is some damage goods during delivery to retailer by distributor. </li></ul>
  26. 26. Marketing Mix Strategies (Place) <ul><li>The Location of the Sales office Unilever (M) is at Menara TM Jalan Pantai Baru.  </li></ul><ul><li>Unilever have their own logistic to distribute their product to the entire retailer, reseller. We can find these entire products at supermarket, hypermarket, grocer shop and many of those home base grocer shops. </li></ul><ul><li>Warehouse of Unilever inventory are always at 2 years best before, it means that their available stock will always be at the best before date. As they practice the first in first out concept. </li></ul>
  27. 27. Marketing Mix Strategies (Promotion) <ul><li>When the warehouses of Unilever are getting packed with the old stock, they will have warehouse sales in order to clear the old stock. </li></ul><ul><li>Sometime when they did not practice the warehouse sales but they give discount for up to half price for the old stock in order to clear their excess stock.  </li></ul><ul><li>For those new products which they introduce to the market, they will give promotion and free sample for customer. Such as buy 1 bottle of 450ml, free a small bottle of 100ml shampoo.  </li></ul>
  28. 28. Marketing Mix Strategies (Promotion) <ul><li>An advertisement is also a good ways to promote their products. Normally it will have in newspaper, TV commercials, Radio and flyers.  </li></ul><ul><li>Road shows are often doing by Unilever to promote their new products and giving a free try and also a free sample. </li></ul>
  29. 29. How Internet Advertising Clicked for Clinic All-Clear? <ul><li>Clinic All Clear chose the particular campaign as a large offline advertiser embracing online medium for one of its flagship brands signifies a new trend on the part of major advertisers. </li></ul><ul><li>The brief given to the online advertising service provider was to use the online medium at an appropriate time to reinforce the brand theme of “The Confidence to Wear Black” and the message “Dho dala”. After audience tracking it was decided to run the campaign during the Christmas & New Year holiday season. Following is a detailed pointer-wise depiction of the way the campaign was carried out. </li></ul>
  30. 30. Creative's Used : <ul><li>Banner ad for Christmas showcasing Santa gaining confidence to wear black, with a call for action from the surfer to click & get a Christmas gift. </li></ul><ul><li>Banner ad for New Year, which showed Year 2000 being washed out (Dho dala) followed by 2001 again with a call for action from the surfer to click & get a New Year gift. </li></ul><ul><li>Executive Strategy : Ensure display on homepages of various sites during the Christmas / New Year period. </li></ul><ul><li>Sites Selected : Sites within the service provider’s online advertising network of sites plus select few outside the network. </li></ul>
  31. 31. THE MARKET SHARES <ul><li>BRANDS SHARE (%) </li></ul><ul><li>Sunsilk 20 </li></ul><ul><li>Clinic 25 </li></ul><ul><li>Organics 5.5 </li></ul><ul><li>Pantene 11 </li></ul><ul><li>Halo 3.4 </li></ul><ul><li>Optima 3.6 </li></ul><ul><li>Lakme 1 </li></ul><ul><li>Ultra Doux 1.2 </li></ul><ul><li>Flex 0.7 </li></ul><ul><li>Others 28.6 </li></ul>
  32. 32. Competitors <ul><li>Head and Shoulders (P&G) </li></ul><ul><li>Pantene </li></ul><ul><li>Sunsilk </li></ul>
  33. 33. Entry of Competition <ul><li>Why did competition Enter India </li></ul><ul><ul><ul><li>Teeming millions </li></ul></ul></ul><ul><ul><ul><li>Burgeoning middle class </li></ul></ul></ul><ul><ul><ul><li>Westernized youth </li></ul></ul></ul><ul><ul><ul><li>low penetration levels </li></ul></ul></ul><ul><ul><ul><li>Huge untapped market </li></ul></ul></ul>
  34. 34. New Entrants into the Market <ul><li>P & G enters India in Nov 1995, with the world’s largest selling brand – Pantene. </li></ul><ul><li>Colgate Palmolive launched Optima also in Nov 1995 ( break through in Keratin treatment ). </li></ul><ul><li>Nirma launched Nirma Shampoo which went into rough weather because it also had a detergent and soap with the same name. The brand name also had low price connotations. </li></ul>
  35. 35. STRATEGIES USED BY HLLS CLINIC ALL CLEAR AGAINST COMPETITORS <ul><li>POSITION DEFENCE STRATEGY: </li></ul><ul><li>Clinic plus uses this strategy to defend its position against new entrants. HLL’s long established ties with retailers and ties extensive distribution reach probably acts as a entry barrier for new entrants. </li></ul>
  36. 36. STRATEGIES USED BY HLLS CLINIC ALL CLEAR AGAINST COMPETITORS <ul><li>COUNTER OFFENSIVE STRATEGY: </li></ul><ul><li>This strategy is usually used against market challengers like Rejoice and Chik shampoo, recently when P&G’s Rejoice reduced its prices HLL fired a salvo by offering a free bottle for every bottle of its clinic plus shampoo. </li></ul><ul><li>“ As a market leader, HLL believes that it can lead market growth by driving consumption and frequency of usage. Bottle packs play a significant role in this.” And this was one of the great moves in directing the sachet users to bottles </li></ul>
  37. 37. STRATEGIES USED BY HLLS CLINIC ALL CLEAR AGAINST COMPETITORS <ul><li>LOW PRICING STRATEGY: </li></ul><ul><li>In the Rs 1,000 crore shampoo market, HLL is a clear leader hogging 65% of the market share with clinic plus contributing 31% .HLL enjoys a price advantage over its competitors. With low prices HLL believes that “it can neutralize significant part of cost of this initiative overtime while fortifying our market position” </li></ul>
  38. 38. STP <ul><li>Segment - Personal Hair Care – Anti Dandruff Shampoo </li></ul><ul><li>Target Group - Men and Woman </li></ul><ul><li>Positioning - The dual action of its advanced formula guarantees Zero dandruff and leaves the hair feeling fabulous. </li></ul>
  39. 39. Strength <ul><li>CLEAR has partnered with the world’s leading dermatologists from the International Academy of Dermatology (IACD) to bring the first ever patented scalp nutrient technology –New CLEAR with Nutrium 10 to its consumers </li></ul><ul><li>Available in 5 different variants for different types of hair needs. </li></ul><ul><li>Clear brand available in over 14 countries worldwide. </li></ul><ul><li>Clear is the only brand that offers specially formulated Anti dandruff shampoo for men. </li></ul><ul><li>Celebrity brand ambassadors and good advertising. </li></ul>
  40. 40. Weakness <ul><li>Dominance only in the anti-dandruff shampoo segment, no variants available for normal shampoo usage. </li></ul><ul><li>Multiple re-brandings over the years – Clinic Special to Clinic All Clear to ‘Clear’ at present. Can create confusion about the brand name among consumers. </li></ul><ul><li>Low market share even in the anti-dandruff shampoo segment as compared to competitors like Head & Shoulders. </li></ul>
  41. 41. Opportunity <ul><li>To align itself to the international quality standards this year Clinic All Clear has been re-launched this year as Clear. </li></ul><ul><li>Introduction of Anti Dandruff Hair Oil that fights dandruff and strengthens hair from scalp, as a brand extension </li></ul>
  42. 42. Threats <ul><li>Highly competitive market having many players with similar offerings and cheaper rates. </li></ul><ul><li>P&G wrote to the Advertising Standards Council of India, which sought a response from HUL regarding an advertisement of Clear starring Bipasha Basu which had a muted reference to Head & Shoulders in the advertisement. </li></ul>
  43. 43. FINANCIAL PERFORMANCE For the year ended For the year ended 31st March, 2011 31st March, 2010 Turnover, net of excise 19,401.11 17,523.80     Profit before tax 2,730.18 2,707.07     Net profit 2,305.97 2,202.03     Dividend (including tax on distributed profits) -1641.96 -1,655.97     Transfer to General Reserve 230.6 220.2     Profit & Loss Account balance carried forward 1235.6 802.19
  44. 44. Category wise Turnover For the year ended For the year ended 31st March, 2011 31st March, 2010 Sales Others* Sales Others*         Soaps and Detergents 8,683.88 107.68 8180.29 85.35         Personal Products 5750.68 93.42 4969.36 78.54         Beverages 2309.23 34.74 2119.44 22.99         Processed Foods 890.33 12.24 713.97 16.81         Ice creams 271.95 2.63 228.94 2.06         Exports 1093.12 6.53 1000.15 5.1         Others 401.92 36.11 315.5 31.22         Less: Inter segment revenue     3.85           Total 19401.11 293.35 17523.8 242.07   * Others represent service income from operations, relevant to the respective businesses.
  45. 45. Competition Name Last Price Market Cap. (Rs. Cr.) Sales Turnover Net Profit Total Assets HUL 401.4 86,744.33 19,333.30 2,305.97 2,633.92 Dabur India 97.9 17,348.80 3,287.67 471.43 1,354.51 Godrej Consumer 441.05 14,271.94 2,442.64 434.96 1,806.18 Colgate 1,000.45 13,605.40 2,296.86 402.58 384.09 Marico 163.6 10,058.94 2,353.71 315.33 1,425.61 Godrej Ind 212.85 6,760.65 1,145.84 133.43 1,644.38 Gillette India 1,901.00 6,194.45 1,056.86 86.15 600.33 P and G 1,899.00 6,164.29 1,000.25 150.88 600.62 Emami 370.05 5,599.29 1,221.15 227.49 906.88 Bajaj Corp 108 1,593.00 359.44 84.1 376.33 Jyothy Labs 170.55 1,375.18 608.02 80.27 716.47 Amar Remedies 148.8 389.32 578.01 38.05 413.96 JHS Svendgaard 39.7 67.69 85.42 6.07 123.52 GKB Ophthalmics 37.5 15.58 - - 26.63
  46. 46. <ul><li>THANK YOU </li></ul>