Submitted By: Dipika Agarwal [B13025 ]

1. Submitted By: DipikaAgarwal [B13025] Gaurav Bhattacherjee [B13026] Karan Singh Nagra [B13027] MukundRamasubramanian [B13035]

2. Hindustan Unilever • Brand - Clinic Plus • Positioning • SWOT Analysis • Competition Tackling Strategies • Advertising • Sale Promotion • Distribution System • List of Hypothesis • Research Analysis

3. 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 2007as “Hindustan Unilever Limited” Headquartered in Mumbai, India Employs over 16,500 workers directly and 65,000 indirectly

4. Cont… Hindustan Unilever (HUL) 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. NitinParanjpe(since 2007)

5. 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

6. 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

7. Clinic Plus (Continued..) Compititors – Head & Shoulders, Chik, Garnier, Pantene, Dove, Rejoice, Himalaya, Sunsilk, etc. Large product variance:

8. 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.

9. 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

10. 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

11. 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

12. Advertising

13. 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

14. 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

16. 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

17. 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

18. Methods of Data Analysis • Graphical Representation • Pie Chart • Bar Graph

19. Research Analysis Most Preferred Shampoo’s in the market

20. Hypothesis - 1 Long, Strong and Healthy Hair

21. Hypothesis 2 & 3 Value for money and Availability

23. Advertisement and promotion effects on consumers

24. 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)

25. Do you take care of yourself?Then why not of your hair?Use Clinic Plus for hair care.