1. CLINIC ALL CLEAR
Team Members:
Saravanan.P (25)
Udayashankar.P (18)
Sesharaja.V (30)
Irfana Nigar (23)
2. Segmenting & Positioning
• Core Positioning : No Dandruff
• while launching it is positioned as
„dandruff solution for everyday use‟
3. Target Audience
• It targets at the appearance-conscious youth
with fun filled TV commercials usually
involving celebrities in out-of-ordinary
situations
• The target segment of the brand being the
premium class – to project that premium
image the brand ads uses celebrities like
Shah rukh khan, Shaheed Kapoor, John
Abraham and Bipasha Basu solving their hair
problem using Clinic All Clear
5. New clinic all clear
• Removes dandruff from fisrt wash itself
• With ZPTO
• Dandruff Hataye, balon ko swasth
mulayam banaye
• targetted at the appearance-conscious
young adult
6. NEW CLINIC ALL CLEAR
• 1st and 2nd Shah Rukh Khan Ads were
targetted at the appearance-conscious
young adult
• They used shah Rukh khan to maintain
the youthful image of the brand
7. Idea behind the Ad
• The brand already enjoyed the leadership position.
The idea then was to strengthen that position.
• The shah rukh khan ad essentially used the star in
a dramatic manner so as to ensure that the brand
moves from authority to attitude attribute.
• They used the celebrity to bring the five attributes
to the brand-fame, authority, attitude, aspiration
and electricity
• Dandruff is a social problem
• Tagline: Dandruff Hataye, balon ko swasth
mulayam banaye„
• Message:`Dare to wear black'
8. Problems in ZPTO
• No proper research as the Company said
that ZPTO in Clinic All Clear stops
dandruff.
• This was proved to be not true because
dandruff is known to be caused by several
factors
• besides microbes and the Ad which
promoted this was discontinued
9. NO DRYNESS
• Vivek oberoi(2003)
• Dandruff Hataye, sarse
• Helps for No dandruff & Non dryness with
the help of moisturizer in it
• Gives confidence to get close and
personal with the ladies
11. CLINIC ALL CLEAR TOTAL
• Madhavan(Tamil) & shahid kapoor (Hindi)
-2006
• Look irresistible with dandruff-free hair
• Idea : To Keep with the trendy, youthful
image of the brand
• “One shampoo total care”
• VITA-ACE
12. Clinic all clear active care
• 10 times more moisturizer
• Gives confidence
• It Provides extra nourishment for a healthy
scalp and beautiful hair. Powered by Clear
tech also helps remove dryness which is
the root cause of dandruff.
13. CLINIC ALL CLEAR ICE COOL
• Bipasha & John Abraham (2006) endorsed
the brand with the communication
executed with perfection by Love
14. CAC-ICE COOL
• Ice Cool provides the added benefit of cool
feeling.
• Specially formulated with the cleartech
advantage clinic all clear refreshes and
cools the scalp and also reduces dandruff
• It continuously says as “Total Hair care
shampoo”
15. CRUISE WITH ME -
CLINIC ALL CLEAR CONTEST
•2007
•Cruise with me
contest
•For promotion
16. CLINIC ALL CLEAR HAIR FALL
DEFENCE
• John & bipasha(Hindi)
• Madhavan & sada (Tamil)
• Offers 93% less hairfall
• No dandruff with VITA-ACE
17. Reason behind this move?
HLL having sensed that more growth is in
the Anti-dandruff market has launched
Clinic All Clear with a variant "Hairfall
Defense" with a new packaging and
positioned on twin benefit of Less hairfall
and no dandruff.
18. Clinic all clear sachet at Rs.1.50
• New sachet at now Rs.1.50
• Gives result from first wash itself
• Asin(Tamil) & Bipasha(Hindi)
19. Clinic all clear 30% extra on
sachet
• Get now 30% extra
• Removes dandruff and get long hair at just
Rs.3
20. Clinic all clear soft & silky
• John & bipasha (2008)
• Problem: people feel that anti-dandruff
shampoos remove dandruff but do not give
beautiful hair
• solution: new soft and silky offers a dual
benefit of dandruff free, soft & silky hair
• Vita ACE removes dandruff
• intensive moisturizers gives
soft and silky hair.
21. CLEAR TECH SOFT
• Bipasha-Asin-Shilpha
• No dandruff & No dullness
• With soft essential oils
• Makes the 4 times softness
• 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.
23. Zero dandruff- dandruff
challenge
• Asin(malayalam) & Bipasha(Hindi)
• New all clear With essential oils
• Gives Zero dandruff
• And they says that this cant be possible by
any other shampoos
24. Licence to wear black
• Asin & Shahid kapoor
• Tells about zero dandruff
25. CLINIC ALL CLEAR ICE COOL
• Shahid kapoor(2010)
• Problem: When the heat goes to your
head it can cause itch and dandruff
• Solution: All clear ice cool with cooling
menthol oil for zero flakes and cool
freshness and zero dandruff
29. ADS AND ITS INFLUENCE ON
PURCHASE
• Ads have some influence on 70% people‟s
purchase.
• CAC ads are not much appreciated by the
consumers. Many of them don‟t even
remember the ads.
30. PACKAGING AND ITS
INFLUENCE ON PURCHASE
• 14% on people like the packaging of CAC.
31. INFORMATION LACK
• The ads by CAC do not provide complete
information about the usage of its
products.
• The ads are not able to clearly depict that
this brand is completely different from
Clinic Plus.
37. Total Brand Experience
• Clinic All Clear shampoo must turn its
advertising into a total brand experience.
• Detailed demos
• CAC must highlight usage techniques .
The frequency of shampoo usage is very low. Most consumers do not use shampoo daily. They use shampoo only once or twice in a week. Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair.
CAC – CAC has the personality of being young, fresh, confident and fun which is depicted by the choice of the Brand ambassadors chosen for its ads. Just focused only on ‘NO dandruff ‘
This shows that clinic all clear has positioned itself as application or use. Its core positioning is no dandruff. It also stands for confidence.
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. • Regular users would need smaller quantity of shampoo per bath. Hair tend to collect more dust due to dusty environment and oiling habits..Southern market is predominantly a sachet market. In Contrast, shampoo bottles are more popular in the Northern markets.
repositioning from ' No Dandruff' to "Soft and Silky Hair" which is a major change (renovation). There have been many changes in the brand communication, packaging, positioning etc. By looking at the new packs and logo and the way Clinic All Clear is written on the pack, HUL is slowly rebranding Clinic All Clear as Clear. The brand has moved from ' No Dandruff ' to "Soft and Silky Hair" which is a major change in its positioning. The brand retains its core positioning of no-dandruff but is adding additional benefits of soft and silky hair. In line with the global positioning, the brand now has Vita-Ace that fortifies the hair against hair fall. Clinic All Clear wants to expand the base to a larger audience. That may be the reason for diluting the anti-dandruff plank
