Brand Dossier Submitted By: Dipika Agarwal Gaurav Bhattacherjee Karan Singh Nagra Mukund Ramasubramanian [B13025] [B13026] [B13027] [B13035] Agenda Hindustan Unilever Brand - Clinic Plus Positioning SWOT Analysis Competition Tackling Strategies Advertising Sale Promotion Distribution System List of Hypothesis Research Analysis Hindustan Unilever (HUL) India’s largest FMCG company Established in 1933 as Lever Brothers India Limited Came to be known as HLL, in 1956 Renamed in June 2007 as “Hindustan Unilever Limited” Headquartered in Mumbai, India Employs over 16,500 workers directly and 65,000 indirectly Hindustan Unilever (HUL) Cont… Mission of HUL — “add vitality to life” Vission — “to earn the love and respect of India, by making a real difference to every Indian” Distribution covers over 2 million retail outlets across India Products are available in over 6.4 million outlets in the country Current MD & CEO of HUL, Mr. Nitin Paranjpe (since 2007) Clinic Plus Launched in the UK in 1954 By 1959, it was available in 18 different countries worldwide Introduced in India in 1987 In 2003, launched a new range of shampoos and conditioners to meet women's hair needs Strongest Brand in Asia, Latin America & Middle East No.1 Hair Care brand in Brazil, Argentina, Sri Lanka & Thailand Clinic Plus (Continued..) India’s Largest Selling Shampoo Category – Personal Care Brand – Hair Care USP – Do Good Ingredients which provide constant care like a mother does in every wash Segment – Hair Shampoo – Health, Herbal & Anti- Dandruff Target: Mid – Income Families Clinic Plus (Continued..) Compititors – Head & Shoulders, Chik, Garnier, Pantene, Dove, Rejoice, Himalaya, Sunsilk, etc. Large product variance: POSITIONING The product is positioned as a five in one haircare brand. Strengthens Weak Hair Prevents Hair Breakage Softens Rough & Dry Hair Shine for Thick & Healthy Hair Contains Anti-Dandruff Ingredients Later repositioned from No Dandruff to Soft & Silky Hair. SWOT Analysis Strength: Largest selling shampoo brand in India Most widely distributed shampoo in India Good Advertising and Brand Presence Weakness: Chemical based shampoo deterred consumers Low market share even in Anti-Dandruff segment Presence only in Anti-Dandruff segment SWOT Analysis (Continued…) Opportunity: Aggressive advertisements in rural market Rural penetration through sale of sachets High untapped market in the rural segment Threats: Brand loyalty in shampoos is very low Frequency of shampoo usage is low Presence of international players and brands Competition Tackling Strategy Position Defense Strategy Good distribution network acted as barriers for new entrants Counter Offensive Strategy Crushing Competitors by offering freebies Low Pricing Strategy Priced low enough which could not be matched Advertising Advertising (Continues..) Increasing the usage Conditioning benefits Making the hair appear clean and shiny Imparting a feeling of freshness-due to fragrance Easy to manage, silky, soft hair Unique shampoo for every hair type Effectively communicate brand promise Sales Promotion Promotional activities carried out by Clinic plus: Tie ups with television shows and effective use of Brand Ambassador Reduction in prices BOGO strategy Sachet of 25ml for Rs.5 List of Hypothesis Clinic Plus is an anti-dandruff shampoo which makes hair long, strong and healthy Clinic Plus is the most dominating shampoo which is made available at an arm’s length Clinic Plus is the most affordable shampoo, in terms of quantity and price Data Collection Questionnaire Method - written questions in a definite order Two Types: Open ended questions Closed ended questions Sample Size of 50 people from middle income groups Methods of Data Analysis Graphical Representation Pie Chart Bar Graph Research Analysis Most Preferred Shampoo’s in the market Brand Name Head & Shoulder Clinic Plus Responses 13 9 Sunsilk 11 Pantene 6 Loreal 8 Dove 18 Others 12 Total 77 Hypothesis - 1 Long, Strong and Healthy Hair Conditioning Healthy Hair Head & Shoulders 17 25 Clinic Chik Plus Pantene Sunsilk 12 9 30 32 9 24 22 27 To prevent Hair Fall 30 5 20 28 16 Smooth & strong 32 2 18 25 32 Anti-dandruff 61 1 22 12 5 70 60 50 Conditioning 40 Healthy Hair To prevent Hair Fall 30 Smooth & strong Anti-dandruff 20 10 0 Head & Shoulders Chik Clinic Plus Pantene Sunsilk Hypothesis 2 & 3 Value for money and Availability Lowest 0% Availability Lowest Good Excellent 9 13 17 10 10 Availability 0 7 16 18 18 Packaging 5 11 29 13 2 Fragrance 6 16 25 8 4 Value for money Excellent 17% Excellent 31% Good 30% Average Value for money Fair 12% Average 27% Fair Good 17% Lowest 15% Fair 22% Average 29% Head & Shoulders Advertisement and promotion effects on consumers Chik 19 25 Clinic Plus 21 Pantene 17 Market awareness about brand 25 21 19 17 10 Head & Shoulders Chik Clinic Plus Pantene Sunsilk Sunsilk 10 Conclusion of the survey Hypothesis 1: hypothesis is partially proved Hypothesis 2: Clinic Plus’s availability is excellent but it is not a dominant player in the shampoo market Hypothesis 3: hypothesis stands disapproved (value for money) Do you take care of yourself? Then why not of your hair? Use Clinic Plus for hair care.
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