marketing mix of 3 major shampoo brands in India. 4 Ps of all these brands with distinct usp of each brand. Brands are - Dove, Clinic Plus, L'oreal.

1. MARKETING MIX
Marketing mix of shampoo brands- L’oreal,
Dove, Clinic plus

2. MARKETING
MIX- L’OREAL
Study about 4 P's of l’oreal
professional
DOVE
Marketing strategies of
dove
CLINIC PLUS
Clinic plus marketing mix
COMPARISON
Differentiation between
these HUL brands
01 02
03 04

3. 1994
Launched
“Because We’re Worth
It”
Tagline
Universalization
USP
33.17% by the
Bettencourt family,
23.20% by Nestlé,
Parent Company

4. L’oreal paris
Attractive and well-known models of international
caliber are the part of its promotions. In India, the
advertising campaigns are operated through local
methods as well as through global methods to
appeal to a wide range of consumers.
Promotion
Products are found in various outlets like perfumeries,
hair salons, super markets, pharmacies, beauty outlets
and even through direct mail. Besides this, the brand has
its own website and has tie-ups with other shopping
sites on internet.
Place
Products belong to the high qualitative product group,
the company had to maintain a premium pricing policy
for those products. The company has decided to
maintain its value added pricing policies for all its
products.
Price
The company deals in activities related to
cosmetics, skin care, hair color, make-up, sun
protection, hair care and perfumes.
Product

6. 1957
Launched
Nourished hair. Beautiful hair.
Tagline
women realize their
personal beauty
USP
HUL
Parent Company

7. Dove
They have implemented a unique promotional strategy
with a purpose added in it, rather than employing a
superstar, they choose women to show the difference
between before and after use of their products.
Promotion
The aid of a good and effective distribution chain,
products are marketed in almost eighty countries.
Manufacturers from retailers to customers are served via
general stores, retail stores, convenience stores, discount
stores, supermarkets, malls, and hypermarkets.
Place
Dove is positioned as a luxury product in the market,
yet the firm has a well-integrated pricing strategy for
its products, which involves maintaining its price
policy reasonable and cheap while being distinctive
when compared to its competitor’s products.
Price
Dove provides high quality products. Categories of
products in the marketing mix of Dove are skin care,
washing & bathing, deodorants and hair care. It is
also well known for its haircare products which are
recommended by dermatologists.
Product

9. Year 1971
Launched
Mazboot Bal
Mazboot Rishtey
Tagline
Provides constant care like
a mother does in every
wash.
USP
HUL
Parent Company

10. Clinic Plus
Clinic Plus does rigorous promotion and uses an
intensive promotional strategy to reach its wide target
audience. It uses both traditional mass media like
Television ads, Print ads etc. as well as unconventional
media channels like social media campaigns.
Promotion
Clinic Plus products are easily available in grocery
shops, corner shops, kirana stores, hypermarket,
convenience stores, supermarket and shopping
malls. The products can also be ordered online
from several e-shopping sites.
Place
It is priced to be a mass-market product and is very
nominally priced with and also offers sachets to
capture the lower strata of the economy who studies
have indicated prefer to buy sachets and bottles in
lower quantities.
Price
It has a diverse product range as a part of its
marketing mix product portfolio with different hair-
care products like shampoos, hair oils, conditioners,
serums, etc.
Product

12. Comparison
Clinic Plus 5 BTL 69+ countries
Aggressive
advertising
L’oreal 200+ ATL
5 continents,
130 countries
aggressive marketing mix
promotional strategy
Michael Brown John Murphy Maria Garcia Susan White Michael Brown
Dove 15 competitive pricing 80 Countries
Purpose added
promotional strategy
15 minutes 30 minutes 30 minutes 60 minutes 10 minutes
Product Price Place Promotion

14. Market Capitalisation
HUL
HUL has
competitive
shares in market
15.1
%
Dove, Clinic PLus
Both brands have
almost rule 50%
of the HUL
shampoo market
50
%
L’oreal
18 years with a portfolio of
15 brands, growing at an
average annual growth
rate of 30%.
10
%

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