This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy is to consolidate this emotional and functional core by focusing on strengthening hair through nourishment to uphold the brand promise of building strength through nurturance.

1. CLINIC PLUS – THE BRAND
Akarsh Venugopal

2. Who are “WE”?
• We are a friend the mother & the daughter,
bringing them closer in a bond of health &
nurturance.
• We care for you, just the way a mother cares for her
child. We look out for you & nurture you in all
possible ways.
• Hair should only be nourished, strong & resilient.
We promise to protect & Nourish it under all odds.

3. Who are “WE”?
Our Mission:
• Clinic Plus creates moments that bridge the diverging
worlds of mother & daughter, by not just Strengthening
hair but strengthening the bond as well.
Our Roots:
• Pioneering in graduating the masse to better formats &
solutions.
• Mother Daughter brand.
• Value Maximization.

4. Our Target- Our New Mother
• Progressive: “My daughter asks if she can try new
hairstyles. I don’t stop her. Because in today’s age.
Its not nice to be always simple” – Archana,
Mumbai.
• Positive & Optimistic: “ We should not restrict. They
should be well informed and know the outside
world.” – Smita, Saharanpur
• Warm & friendly, yet in control of every situation:
“ My daughter shares things with me. But at times,
she wants to iron her hair twice or thrice a week
which i don’t allow because it spoils her hair. Once a
month is acceptable” – Preeti, Chennai

5. Our New Daughter
• Full Of Verve: “My daughter is quite active. Learn
very fast. Pick up fashion tips friends & TV’s
quickly”- Deepali, Mumbai
• Eager to embrace life: “ She asked for a mobile
..wants to listen to music on it. Her friend Has one”
– Pragya, Chennai
• Wants to Explore: “Keeps asking when will we go
for holidays. I tell her to study right now. She starts
planning in advance. She has many dreams”-
Jasmeeta, Delhi
• Stepping into her individuality: “She makes
purchases of her own choice, not mine” –
Sulochana, Lucknow.

6. Understanding our product Philosophy
• Human Truth: I fear that I'm losing my daughter to a world
so different from mine!
PRODUCT
TRUTH
Clinic Plus provides a range of
New age solutions which nourish
Hair with Milk Protein – Protein
Being 90% of hair constitution – thereby
strengthening & making hair more resilient
from root to tip

7. Our Product Philosophy
v
• Brand Love Triangle:
Brand Purpose
Nurturance can strongly bind
the diverging worlds.
Human Truth
I fear that I'm losing my
daughter to a world so
different from mine!
The People We serve
A progressive mother who
knows in order to keep up
with changing times,
she needs to ally
Her daughter
& not to
impose on
her
provides a range of
New age solutions which nourish
Hair with Milk Protein – Protein
Being 90% of hair constitution –
thereby strengthening & making hair
more resilient from root to tip
Clinic Plus
Product
Truth

8. Our Product Philosophy
• Functional Benefit: Nourishes to build hair strength &
resilience
• Emotional Benefit: Strengthens the bond between mother
& daughter by alleviating the mother’s worries & allowing
the daughter the freedom with her hair.
• Brand Personality: Progressive nurturer, Discerning, caring,
Trustworthy & Unpretentious. Always in control of
situation.
• Brand Discriminator: Only Clinic Plus strengthens the bond
between mother & daughter plus their hair.
• Ambition for USLP: Change the orders by making daughter
the advantage.
• Brand Idea Communication: Worlds apart, yet strongly
bonded.

9. We Celebrate Motherhood!
As for daughter we Understand her pre teen anxiety & need to do things
on her own. The mother on other hand balances the role of being a
friend of her daughter & keeping a strong hold on her in case she went
astray. We help the mother keep the balance, making her bond with her
daughter only stronger!!

10. Current Reality??

11. Our Brand Reality
• Clinic Plus rapidly losing share to premium equities that
were promising the ‘superior’ functionality of a solution to
hair fall
• The brand also lacked modernity & aspiration Especially
with Dove and Pantene ( anti-hair fall) attainable through
their LCS offering

12. Measures taken to address the Reality
Flowchart:
Introduced HAIR FALL as an offering to
combat the market reality
v
xx
We approached it through the lens
of mother & daughter so as to
make sure that it remains true to
brand image
We also FIXED IMAGERY by contemporizing
mother-daughter dynamics and
strengthening the beauty coding

13. Moving Forward...

14. Our Brand Strategy
A 3 step process:
Step1: Recognize the unique & rich clinic plus association that
consumers warms up to.
Step2: Identify a functional differentiator that fits with clinic
plus brand association.
Step3: Take forward the new essence into brand architecture.
Identify the Brand’s
emotional core
Arrive at a
functional
Proposition
Consolidate &
expand with CP
portfolio in keeping
with new direction

15. Emotional Core & Functional Core
Like Clinic Plus has done over the years , it will continue to
play an ally to mother, helping her play role of a nurturer
to her child
Strength is one of main benefits of
nurturance.
Clinic Plus is historically considered to
contain “Milk Protein” which
STRENGHTENS hair.

16. Our Brand Promise
CLINIC PLUS PROVIDES
HAIR STRENGTH
THROUGH THE POWER OF
NURTURANCE
Bringing together the brand’s emotional & functional
core.

17. Arriving at Brand Purpose
A look at each in detail
Brand
promise
Consumer
Truth
Product
Truth
Brand
Purpose

18. Key truth’s of Mother-Daughter Today?
• Arriving on Consumer truth:
Mother daughter worlds
are diverging: mother
changing to meet the
daughter in her own world
Many new sources of
trouble - deteriorating
world outside, out of her
control zone, old control
mechanisms failing
Everything is happening
earlier: puberty, aging etc.
Mother wishing to secure
her child’s future without
compromising on today.
All these realities reveal one thing: Mother is concerned about increasing
distance & decreasing control over daughter.
Keeps looking for solution which could bridge this Gap & allows her to take
care of her daughter the way she would like to.

19. Consumer truth
I want to ensure that her hair
& our bond remain remains
STRONG despite the changing
times.

20. Identifying the Product Truth
Promise of daughter’s hair & bond
with you remains strong during
changing times.
Clinic Plus provides a range of
new age solutions which nourish
hair with Milk Protein – That
accounts for 90% hair
constitution – thereby
STRENGHTENING & making hair
resilient from root to tip.

21. Our Brand Promise
Building STRENGHT
through the power
of NURTURANCE

22. Which Benefits our Brand can offer ?
• Immediate Benefit:
- Long
- Strong
- Hair fall
- Damage free
• Benefits In Scope:
- Dandruff free
- Smooth & Silky
- Thick
- Voluminous
- Straighter hair

23. Product Story for our Architectural Framework?
Protein accounts for 90% of hair
constitution
Different protein requirements at the
root, along the length & tips
Nurturing solution which boost protein at
each section of hair DNA, thus
strengthening hair.

24. Scope for Our Brand!!
BRAND PROMISE:
Building strength
through the power of
nurturance
THEORY OF ACTION:
Strengthening Hair
Through Nourishment
INGREDIENTS:
Apart from protein,
nourishing ingredients
allows use of natural +
science, to suit market

25. THANK YOU