Clinic is Clear

8/6/2019 Clinic is Clear

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Clinic is Clear

Posted by Angshu on April 15, 2011 in Marketing Practice 0 Comment

Clinic is the popular shampoo brand from HUL for primarily the men. The key positioning of the

brand revolves around the theme of anti-dandruff. Clinic has two main sub-brands under it:

Clinic Plus: Launched in 1987, it is for the Striving or mass-segment. It promises to offer five-fold benefits: strengthens weak hair, prevents hair breakage, softens rough dry hair, shine for

thick and healthy hair, and contains anti-dandruff ingredient. Normal Indian family being thetarget segment ads of this brand shows people in common day situations having great hair by

using the brand. To change the typical Indian mindset of using Shampoo only once or twice in aweek and to promote use of shampoo latest Clinic ads focus on using shampoo every day.

Clinic All Clear: Launched in 1996, it is for the Affluent or class-segment. It is positioned as

dandruff solution for everyday use. The two key benefits that this brand promises are: no

dandruff and less hair fall. The target segment of the brand being the premium class to projectthat premium image the brand ads uses celebrities like Shaheed Kapoor, John Abraham andBipasha Basu solving their hair problem using Clinic All Clear. One variant of this brand Ice

Cool provides the added benefit of cool feeling. Similar to Sunsilk this brand has also latelytried its hand at online viral marketing to engage users through its website using the contestnamed Make Your Own Movie Challenge.

Sunsilk

Posted by Angshu on December 29, 2009 in Marketing Practice 0 Comment

Sunsilk is a popular personal care brand from the house of Unilever. It was launched in India in1964. It is the HUL shampoo brand for the Aspiring or mid-segment specially women. The

intended positioning of the brand over the years has changed from Shampoo plus cosmetic toBeauty Shampoo to Hair Expert. Find below a 1972 Sunsilk ad which focuses only on

technical and functional attributes:


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But over the years there has been constant effort to add emotional appeal to the brand. Currentlyfollowing is what the HUL site says about the brand: It knows you, and hence knows exactly

what your hair needs. Based on different customer needs Sunsilk offers different variants.Target segment for Sunsilk being aspiring young women most Sunsilk ads show young women

getting their hair problems solved by using Sunsilk shampoo. The tagline of most Sunsilk ads:Baloon Mein Dhadkan Dil Mein Shararat. A brand extension of Sunsilk was the launch of Hair

Oil.

A innovative marketing idea for Sunsilk was the successful efforts to engage customers and

promote the brand by using viral marketing through the brand website:www.sunsilkgangofgirls.com. Some online tools used to engage customers using its website are:

Sunsilk Buddy, Sunsilk Hair Profiler and Sunsilk Style Maker. Of late the brand is trying tomake the broader appeal of readying todays girl for life with the tagline: Life Cant Wait

which is also the theme of Sunsilk website shown below:


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FMCG major Dabur India enters into the health shampoo market with the launch of Dabur Total Protect for its

customers. Further, the company plans to achieve 3 per cent market share of the Rs 2,600 crore Indian shampoo

market in the first year of its operation, according to a company press release.

Speaking at the launch, Kunal Dhawan, senior marketing manager, Dabur India Ltd, said, Dabur Total Protect

Shampoo is specially targeted at the discerning and contemporary females between 18-32 years of age who care for

their family and look for complete hair care solutions.

According to Dabur, the size of shampoo market in India is pegged at Rs 2,600 crore and is growing at 15 per cent

year-on-year. Dabur India plans to garner 3 per cent share of the market in the first year of operation. Innovative

promotions, trials, consumer activation are being initiated by the brand to excite the customers, added Dhawan.

Dabur Total Protect Shampoo has been conceived with the idea of protecting the health of scalp and beauty of hairround the clock and contains ingredients such as Neem, Bhringraj, Triphala, Pushkarmool and Japa Pushpa.

ITC visits homes to promote Vivel

By Poojya Trivedi, afaqs!, New Delhi, September 16, 2010

Section: News Category: Advertising

The campaign, Palichunu Oru Matram, launched in Tamil Nadu, aims to reach half a million

households, meeting women

ITC has launched an on ground initiative for its personal care brand, Vivel, to charm

homemakers and give them the brand experience. The objective of the home to home campaign,called Palichunu Oru Matram, is to promote Vivel shampoos and soaps in Tamil Nadu.

The campaign, which is being conducted by Xpanse Asia, the specialist small town and ruralmarketing network of Publicis Groupe, aims at giving women an opportunity to experience

Vivel's products without leaving the comfort and convenience of their homes. As part of thecampaign, Vivel's team is visiting households, carrying audio messages of the company's brand

ambassador, Trisha Krishnan, giving a personal brand message to consumers.

Vivel caters to the mid segment of soaps and shampoos and through the campaign, ITC targetsthe women in the segment. "The brand promises to bring a radiant change in the lives of women

with its array of products. The objective of the home to home initiative is to give women anopportunity to experience Vivel's total care without leaving the comfort and convenience of their

homes," says Atul Joshi, head, marketing, personal care products business, ITC Limited.


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Through the campaign, the brand plans to reach out to half a million households in Chennai,Coimbatore, Madurai and Vellore and engage consumers by inviting them to experience the

brand.

Taking about the success of the initiative, Joshi says "We believe that the initiative is a perfect

platform to engage with our consumers, increase brand awareness and inform the audience aboutour brand offerings." He adds that the initiative of personally delivering the brand message hasso far met with positive responses from consumers.

ITC has interests in a number of segments, ranging from tobacco and FMCG to the hospitality

industry. The multi-business conglomerate entered the highly competitive personal care businessin July 2005 and has since introduced products in three segments. The Essenza Di Wills brand

targets the prestige segment of the market, while Fiama Di Wills is the premium range and Viveltargets the mid segment.

The Vivel range of products offers a premium range of soaps under the brand name Vivel Di

Wills. Vivel Ultra Pro caters to the anti-dandruff segment in the shampoo market, while Superiabrand targets the popular segment.

Vivel soaps is available in three variants in Tamil Nadu - Vivel Young Glow, Vivel Satin Soft,and Vivel Sandal Sparkle.

With a turnover of Rs 28,109 crore, the company is a relatively new entrant in the personal care

segment. As per The Nielsen Company, the market leaders in the shampoo market are HUL,P&G, CavinKare, Dabur and L'Oreal India, while the soap segment is dominated by HUL,

Godrej, Wipro, Reckitt Benckiser and Nirma.

According to the data provided by Nielsen, quoting the all India (urban and rural) figures fromJune 2010, the industry size of the shampoo segment is about Rs 3,011 crore, which is growingat more than 9 per cent year on year. The toilet soap segment is worth Rs 8,896 crore and is

growing at about 8 per cent year on year.

Head and Shoulders Shampoo is a popular brand of shampoo. It is one of the well known products of P&G Company.

The Head and Shoulders Shampoo have recently hired the sensational Kareena Kapoor as its brand ambassador.

Head and Shoulders Shampoo is one of the most trustworthy brands of shampoo. It is one of the reliable shampoos

that removes dandruff and gives great look to your hair. You can get soft manageable hair after using this particular

brand of shampoo. While Kareena Kapoor is the brand ambassador of the Anti - dandruff shampoo actor Shreya is

the brand ambassador of the south.

The television commercial tells whenever you wish to be close to someone special you can try the Head and the

Shoulders Shampoo.

Its special formulae would not trouble you with your dandruff flakes. It is one of the best anti- dandruff shampoos that

is serving the people for more than 5 years.

The bottle comes in a new contemporary look and with a pleasant scent. The shampoo is one of the most favored

brands for all girls and boys who want great looks. Head and Shoulders Shampoo of Procter & Gamble is effective for


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your dandruff problems.

Kareena Kapoor is also proud to endorse this particular brand. She feels it is a great brand and all fashion conscious

people should use it to get the great look. Kareena is one of the most popular faces who appear in a number of

commercials. These include Globus, Emami Boroplus cream, Citizen Watches, ICI Paints and ITC soap. You can see

the sizzling Bollywood actress in many television commercials as well as many promotional campaigns.

Some of the popular products of Procter & Gamble are Classic Clean Shampoo, Dry Scalp Shampoo, Sensitive Care

Shampoo, Classic Clean Conditioner, Dry Scalp Conditioner, Ocean Lift Shampoo and a lot more. All the products

are available in all the leading outlets of the country.

Head and Shoulders Shampoo is recommended by many dermatologists from all across the world. Dandruff is a

major concern for all and if not treated at an initial stage it can create immense problems. The ZPT treatment used by

the Head and Shoulders fights your dandruff problem. The shampoo would meet every need of the every person.

All the Head and Shoulders products are available in all the leading stores of the country. The prices of the products

are reasonable and are within the easy reach of the people.

For more information on Head and Shoulders Shampoo log on to sitagita.

CHIK SHAMPOO

Just a mention of Chik Shampoo today gives rise to variedperceptions. To the rural and semi urban population of India, it isthe preferred daily shampoo. To the market and its players, thesecond largest selling shampoo in the country. To thecompetition, a case study in competitive strategy. And to us, ourraison de etre.

In a highly competitive FMCG category that seemed impenetrable to most marketers, ChikShampoo identified a humongous opportunity in rural and semi urban India and created waveswith its entry into these markets. Combining innovative sachet packing, strategic pricing (at Re.1and 50p) and a strong and motivated distribution network, Chik Shampoo transformed the very

nature of shampoo packaging and usage.

THE CHIK PROMISE

With a tropical climate round the year, it is indeed a difficult task to maintain hair softness andshine. Added to this, tangled hair has come to be the most common complaint of girls andwomen. The Research and Development team at CavinKare recognized softness andmanageability to be the key issues in the maintenance and nourishment of hair.

This paved the way for a unique formula Active Double Conditioners that cut across age, sexand loyalists of other shampoos to adopt Chik Shampoo. Further, extensive communication

targeted at the rural and semi urban masses showcased the possibility of soft and manageablehair.

In May 2010, Chik Shampoo has witnessed a re-launch. In orderto meet evolving consumer needs, this winning product has beenreformulated to give great nourishment to hair. There has been anaddition of a new ingredient namely Vitamin H which promises

nourished soft hair. The new Chik Shampoo also has a refreshingfragrance which has been significantly liked by consumers. ChikShampoo now comes in an exciting new pack with a contemporarylook and eye-catching design.

THE CHIK USER


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Chik Shampoo has always targeted both, girls and women in rural and semiurban India. The brand has gained their confidence and become a household

name by catering to their continuously evolving requirements and preferences.

It is believed that the continuous pursuit of perfection is perfection in its trueessence. At CavinKare, this belief has been put into practice withcomprehensive understanding, utmost dedication and care. Chik Shampoo has

penetrated the Indian market with a range offering of two refreshingfragrances - Chik Black and Chik Jasmine. Added to its successful sachetpacking and pricing at Re.1 and 50p, the Company has also introduced bottlessized 25ml, 50 ml and 100 ml.

Ongoing research will soon see new product offerings that stand at thethreshold of yet another revolution in the hair care industry.

ACCOLADES

In 2003, Chik Shampoo was declared the winner of the best performing brand in 2003 by AAAI,amongst the top ten brands in household availability.

Our Regional Bureau / Hyderabad January, 24 2004

Cosmetics major Procter and Gamble (P&G) on Friday said it was targeting a larger share of the Rs 900 crore

shampoo market claiming that this was the fastest growing FMCG category in the country.

P&G, which is currently positioned at number two with a 20 per cent market share, launched Rejoice, a newshampoo in three variants in a bid to capture a larger market share, which is so far cornered by FMCG giantHindustan Lever.

Rahul Malhotra, the country marketing manager of P&G India, claimed at the launch of the new product here todaythat Rejoice was the highest selling shampoo brand in Asia and the third largest shampoo brand in the world.

Of the Rs 900 crore shampoo market, the Andhra Pradesh market constitutes around Rs 50-70 crore. We are eyeinga significant share in the Andhra Pradesh market, he said. He, however, refused to divulge the sales target in

Andhra Pradesh.

The new brand is available at an affordable Rs 2 for 7.5 ml sachet, Rs 39 for a 100 ml bottle and Rs 75 for a 200 mlbottle. At present, P&G imports the product from Thailand.

Till now, P&G had two shampoo brands in the market, Pantene and Head and Shoulders, with the last having beenlaunched way back in 1997

Rivals eat into HUL''s shampoo market shareOn Sunday 10 April 2011, 1:01 PM

New Delhi, Apr 10 (PTI) With rivals like Procter & Gamble and Dabur giving tough

competition, FMCG major Hindustan Unilever''s market share in shampoo segment is decliningand analysts pointed out that there is a concern over the firm losing out to competition in its other

core segments.

According to the Neilsen''s January-February data, HUL''s market share (volumes) in shampoo

segment declined by 1.3 percentage points to 47.3 per cent while P&G gained by 2.4 percentagepoints with a market share of 17.7 per cent.

Dabur on the other hand gained 0.8 percentage points capturing 6.7 per cent market share in the

estimated Rs 3,000 crore Indian shampoo market.


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The company''s brands ''Clinic Plus'', ''Dove'' and ''Pantene'' competes against the likes of P&G''s''Head & Shoulder'' and Dabur''s ''Vatika'', ITC''s ''Fiama Di Wills''.

Analysts pointed out that HUL is facing pressure from competitions despite being the market

leader.

"It is also losing out share in soaps and detergent segments, which are their core businesses. Thisis a key concern for them," India Infoline Research Analyst Vanmala Nagwekar told PTI.

She further said: "HUL has been witnessing some volume growth in the past couple of quartersbut market share is not growing at the speed which is expected. It is almost stagnant." Another

Mumbai-based analyst, who asked not to be identified, said "Because of the huge spend onadvertising there is pressure on HUL''s margins." Pricing will be an issue and profitability is a

concern for the company, the analyst pointed out, adding "they (HUL) have been cautious ofprice hikes though they have recently increased prices of some of its products".

The company had recently revised prices upwards of its ''Lux'' and ''Liril'' soap brands by up to10 per cent.

In the last couple of years, the company has revamped its entire portfolio in an effort to attractcustomers. It has been heavily spending on advertising and promotional activities in the last one

year.

As per its unaudited results for the nine months ended December 31, 2010, HUL spent around Rs

2,140.95 crore on advertising and other promotional campaigns. It was much more than its netprofit of Rs 1,736.83 crore for the same period.

In the toothpaste category, where HUL sells brands like ''Close-Up'' and ''Pepsodent'', its marketshare grew by 1.3 percentage points to garner a share of 23.3 per cent during January-February2011 in the estimated Rs 3,200 crore Indian toothpaste market.

According to the Nielsen data, market leader Colgate Palmolive''s market share declined by 1.2

percentage points to 52.4 per cent.

Clinic is Clear

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