Clinic Plus shampoo is produced by Unilever and targets women in India. It has a variety of product types and prices starting from Rs. 1/-. Clinic Plus segments the market based on geography, behavior, and price. It targets women and positions itself as a family shampoo that nourishes hair from within. The product is priced competitively compared to Dove and distributed widely through Hindustan Unilever's network to reach both rural and urban consumers. Promotion focuses on the relationship between mothers and daughters through print, TV, and online advertisements emphasizing strong, long hair.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
An insight into why Ghari Detergent is a successful product, especially in the rural market of the country, its SWOT analysis, marketing mix, and Michael Porter;s Five Forces Model. Also, a suggestion on a variety of strategies which could be implemented to increase the reach and market share of the product, in reference with the Ansoff Matrix.
The Himalaya drug company was founded in 1930 by Mr. Meraj Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5000 years old system of medicine.
CONTENTS
COMPANY PROFILE
ORGANISATION STRUCTURE
SEGMENTATION OF HIMALAYA PRODUCT
HIMALAYA NEEM FACEWASH
KEY FEATURES
FACEWASH INDUSTRY AND BRANDS
MARKET SHARE
TARGETING
3C’S
CURRENT EXPENSES PLAN
Super shampoo products and the indian mass market case studyMustahid Ali
Super shampoo products and the indian mass market case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
PPt on Product Mix of HUl
Introduction
Product mix of hul and Bru Coffee
their width,length,depth,consistenct in detail
Bru coffee product and their categorization in detail
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
To measure / determine the brand image, perceptions, attitudes and behaviour of the target audience with regard to the corporate Garnier brand as well as the products and personality of the Garnier brand.
An insight into why Ghari Detergent is a successful product, especially in the rural market of the country, its SWOT analysis, marketing mix, and Michael Porter;s Five Forces Model. Also, a suggestion on a variety of strategies which could be implemented to increase the reach and market share of the product, in reference with the Ansoff Matrix.
The Himalaya drug company was founded in 1930 by Mr. Meraj Manal with a clear vision to bring Ayurveda to society in a contemporary form and to unravel the mystery behind the 5000 years old system of medicine.
CONTENTS
COMPANY PROFILE
ORGANISATION STRUCTURE
SEGMENTATION OF HIMALAYA PRODUCT
HIMALAYA NEEM FACEWASH
KEY FEATURES
FACEWASH INDUSTRY AND BRANDS
MARKET SHARE
TARGETING
3C’S
CURRENT EXPENSES PLAN
Super shampoo products and the indian mass market case studyMustahid Ali
Super shampoo products and the indian mass market case study, their evolution, marketing strategy adopted by them, their up and downs , how they became successful, their swot analysis and how they overcome to worst situation.
PPt on Product Mix of HUl
Introduction
Product mix of hul and Bru Coffee
their width,length,depth,consistenct in detail
Bru coffee product and their categorization in detail
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
To measure / determine the brand image, perceptions, attitudes and behaviour of the target audience with regard to the corporate Garnier brand as well as the products and personality of the Garnier brand.
Most entrepreneurs do not know exactly what they want.
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The more accurate you are, the more precise objectives you achieve.
This guide book was created in order to help transform any product idea into success, by making new product decisions based on 31 best practice stories of leading brands, startup case studies, personal experience and even a personal entrepreneurial failure story.
The PIPELINE guide offers a reliable way to define accurate goals to achieve precise outcomes, identify the suitable users to maximize sales, develop the product best suited for the user by inspiration from different content worlds, develop new solutions to transform "what do we understand and need to do” - to how we are going to do it, simulate the details that might have been missed in production, has questionnaire templates to run fast validation and tools to plan the product sales and return on investment.
The PIPELINE guide book is a practical guide that enables the reader new 7p strategy tools™ to answer critical strategic product decisions, and a template for fundraising or management meetings.
The PIPELINE guide book can be applied to any product from small startups to global brands and make them a success.
First partBegin with a brief narrative description how the plan .docxvoversbyobersby
First part
Begin with a brief narrative description how the plan budget will achieve profitability.
Part two
Gaining approval from the company leadership often depends on the allocation of the marketing plan budget. Show that you know how to spend it wisely.
B2C Objective: Become preferred brand and to increase customer loyalty to our product lines amongst:
· Young Adults (business/career builders)
· Children
· Young Families
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increasing market penetration to 80%
1. Increase the number of direct sales force and in-house sales personnel who support the retail channels by 20%
2. Increase b2c advertising by 10% each
3. Lower the prices of cold medicine and make it affordable to the target groups
1.
$25M
2. 39M
3. N/A
Christopher
Anita
Yasser
2) increase usage of cold medicine to 3.0 bottles/period among the preference groups
1. Offer volume discounts of 15-40% of the manufacturer’s suggested retail price and promotional allowance of 10-20 percent
2. Spend $20 million dollars on all round's advertising campaign, mainly for commercials aired on network television.
3. Increase competitive advertising budgets
1.
35M
2. $20M
3. 39M
Yasser
Mohammed
Anita
3) increase the demand for cold medicine
1. Reviewing and tracking competitors’
marketing mix decisions, performance, and resources
2. Understanding what benefits the customer is seeking, how they learn about products, what their motivation for purchasing is, where they buy the product, what they consider when choosing a product, and the like
3. Determine the current and future size of the market in units and dollars through market research
n/a
N/a
2. $100,000
Mohammed
Anita
Christopher
B2B Objective: Claim a larger market share over specific channels with shelving
· Supermarkets
· Pharmacies
Goals:
Tactics:
Budget:
Timetable:
Responsibilities:
1) increase gross margin of All round from $145.3 million, to $172.3 million.
1. Reduce advertising and promotional expenses
2. Minimize sales force and administrative costs
3. Reduce the purchasing of marketing research
1. 24M
2. 5M
3. 10M
2) Outshine the competitors in the industry like supermarkets and pharmacies
1. Understanding the dynamics of market competition
2. Discern competitors’ strategies
3. Changing the advertising decisions to increase the market share.
1. n/a
2. n/a
3. n/a
3) to maintain long-term profitability and market share in an increasingly competitive and changing environment
1. Embrace skillful marketing which will be pivotal to the long-term success of all-star brands.
2. Assign each member separate assignments, but all are concerned with the performance of the Allround brand and any new brands that might be forthcoming.
3. Make proper decisions in the areas of product choice, distrib ...
Blue Team Part 2 Assignment Score -11 pts. (14 out of 25 points).docxAASTHA76
Blue Team Part 2 Assignment Score: -11 pts. (14 out of 25 points)
Note, by making the corrections to the mistakes shown below, you may recapture ½ of the points lost. Due by Friday at midnight.
Strengths
· Our brand formulation covers a variety of fields with our diverse use of ingredients, no other brand compares.
· Having the highest brand awareness, trials, frequency of purchases, and conversion ratio plays to our advantage as the top dog in the market.
· Through our brands recognition, effectiveness, and loyalty in the market we are able to control the price of our products more freely allowing us to out compete our rivals and maintain price leadership (in controlling cost of medication without fear of hurting our profits). Good list of Strengths. -0 pts.
Weaknesses
· Alcohol Based product denies some markets (children, young families).
· Our retention ratio is lower than desired – we need to establish a stronger and more reliable following.
· Lack of direction in advertising at the moment – we have only recognized our rivals we have not decided what we will do as a company whether it be spread consumer awareness more, push or pull strategy, etc.
· Unsure if we will stick with BMW or go to S&R or LLC for our advertising agencies.
Good list of Weaknesses. -0 pts.
Opportunities
· We can possibly take the alcohol aspect out of our formula so that it is more family friendly and people can take it during the day without worrying about becoming drowsy.
· Changing our formula to a capsule brand over a liquid for easy travel.
· Cold medication has seen the largest growth in market share at 6.6% so we should capitalize on pushing an intensive marketing strategy to bring in the most profit. In other words, we do not necessarily have to focus on other markets except cold medication.
Threats
· Besthelp controls the second largest share in cold medication (they use a 4 hour capsule strategy – more on the go friendly).
· B&B as a company covers multiple markets in allergy and cold while Allstar Brand (us) only cover multi-symptom cold. Our market is not necessarily narrow but it is not as specified or broad as some of the other competitors.
· Ethik Incorporated may be one of the biggest threats overlooked in terms of market shares because they have stakes in three markets and may be looking to expand further into ours.
1)
The 3rd Opportunity in the SWOT analysis is written correctly from an external, market perspective. The other two are written from an internal perspective, but should be re-written to show how the market is providing opportunities. (Opportunities and Threats are externally generated and should be expressed as such.) Example: “Increased consumer demand for cold products that work with different lifestyles provides an opportunity to add a capsule version for easy travel.” -3 pts.
The Threats ARE written from an external perspective. -0 pts.
2) Place
All-round products have adapted both the direct a ...
CompanyInformation is very important part of anything that exist.docxdonnajames55
Company
Information is very important part of anything that exist in the world but the correct information is the worthy part that actually plays a role in the success of the company. The correct information provided can only become the source of the right decision in the company. The case enables the reader to communicate the detailed description about the company and the shows the depth of the information. It tells that the All- Star Brands Medicine Groups is among one of the leading manufacturers of the packaged goods since 1924 and keep on expanding its network by acquiring or merging with the various small brands in the market. It gives the detailed overview about the company which shows it has three divisions including Consumer products, international and the pharmaceuticals. It also tells about the offering products of each division like the consumer products include detergent, laundry, bar soap and the shampoo. It is quite good that the company clearly tells about its global presence for which the international division is responsible for and also the leading brand of the group. The pharma division is engaged in the activities of marketing as well. The All- star Brand’s All- round is the market leader in Over the counter (OTC) cold and allergy remedy market. The company clearly tells about the profitability of the company through its leading brands and also the decline in the sales due to the tough competition. The group itself is concerned with the marketing activities and the decision of the brand and its extensions as well as the introductions of the new products. The marketing management group is responsible for the marketing activities. The depth of the information about the company is very important while taking the critical decisions of the company. All- star brand provides the information about the company and presents its overview in a clear manner but it should also present some more facts about the company and its pharma division as it the main focus and the subject matter of the case.
Surveys
The first and most important distinction that the surveys point out is the type of medicine Allround is perceived to be, and who are our target customer should be going forward. Allround is primarily a cold medicine and is perceived as a cold medicine. The target audience for Allround as cold medicine is young and mature families. The surveys suggest that Allround is rarely perceived as an effective medication for allergy symptoms. Allround is perceived as the number one medication for aches and cough among the target audience of young and mature families. The market penetration for families is 67%.
Although we have more overall satisfaction than all of our competitors in every category, we do not currently lead in any category within any demographic. Our brand awareness is excellent, with 82.3% of families being aware of Allround prior to making a purchase. 19% of the buyers that know about Allaround are actua.
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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