Introduction

Clinic plusis a hair care brand, primarily aimed at

women, produced by the Unilevergroup. Clinic plus
is Unilever's leading hair care brand, and ranks as
one of the Anglo-Dutch conglomerate's "billion dollar
brands". Clinic plus shampoos, conditioners and
other hair care products are sold in 69 countries
worldwide.Clinic plus is sold under a variety of
different names in markets around the world
including Elidor, Seda and Sedal. The brand is
strongest in Asia, Latin America and the Middle
Eastand is the number one hair care brand in Brazil,
Argentina, Bolivia, Sri Lankaand Thailand.[hed in the
UK in 1954, and by 1959 it was available in 18
different countries worldwide. At the time, Clinic plus
had an advantage over other shampoos in the
market as it only needed one application, and so
meant washing less natural oils from the hair. Clinic
plus cream shampoo for dry hair was launched in
1956.In 1958, a new transparent polythene tube for
the liquid shampoo was introduced as an alternative
large size pack to the bottle. Clinic plus was also
available in such tubes.In 1960, Clinic plus Tonic
shampoo was launched, containing skin healing
ingredient Allantoin- designed to help keep the scalp
free from infection.In 1961, Clinic plus Liquid
shampoo was re-launched to Clinic plus Beauty,
because 'Liquid' in the name, originally used to
distinguish the product from powdered shampoos
had become meaningless as the majority of
shampoos were now in liquid form.In 1962, Clinic
plus was marketed as a range of shampoos for
different hair types. Clinic plus significantly improved
product formula and launched new variants in 1966:
the first major shampoo to contain olive oil, which
acted as conditioner to make hair soft and
manageable; shampoo for dull hair, which restored
hair's natural shine; lemon shampoo for greasy hair
with deep cleansing ingredients.Clinic plus hair
spraywas first launched in 1964 to enter an
expanding hair-spray market, but in 1966 a new
product formula was developed which gave hold,
even in damp weather whilst still caring for hair. The
hair spray contained a French perfume and could
easily be removed by brushing or shampooing it
out.In 1969, all Clinic plus shampoo was re-
packaged in new PVC bottles, which were larger
than traditional glass bottles for the same
price.Clinic plus conditioner was launched in 1971
with three variants for dry, normal and greasy hair. In
1973, Clinic plus launched an aerosol dispensed
setting lotion. An economy size shampoo bottle was
introduced for Clinic plus in 1974.In 1975, Clinic plus
became the biggest name in hair care with
1,000,000 packs being sold every week.In 1980, the
whole Clinic plus range was re-launched, with
improved formulations and packaging designto bring
the brand into the 1980s.In 1985, Clinic plus styling
mousse was launched and 2 years later a
conditioning mousse followed.In 2001, Clinic plus
moved into the hair colourant market for Asian-type
dark hair, offering a range of seven permanent
colours from natural black to copper with purple, red
and gold tints.In 2003, Clinic plus launched a new
range of shampoos and conditioners, which were
developed to meet women's hair needs and reflect
the way women think about their hair. The fake
institute (a trademark by Sedal) "Elida Hair Institute"
developed the products in response to market
research. Each product contained a unique
formulation of ingredients, combining the best from
natural and scientific worlds to help combat common
hair problems

The Submission of this Project Report gives us an
opportunity to conveyour gratitude to our Faculty Mr.
Rajeev Bhandari for being our mentor and guide.We
express our deepest thanks to him for providing us the
guidelines tomake t he pr oj ect t hat hel ped us i n
bet t er under st andi ng of CLI NI CPLUS and its
working.
Project Objective
1
:
To know about the CLINIC PLUS.2: To know about the
difficulties faced by the CLINIC PLUS.3: To know about
the growth strategies used by CLINIC PLUS.4. To about
the various promotional strategies of CLINIC PLUS.5: To
know about the 4 Ps of CLINIC PLUS.
CONTENTSCompany
overviewIntroductionMissionVisionLaunching
CLINIC PLUS
in India.4PsS.W.O.T. AnalysisRecommendation

"We are thrilled to launch this community as we see
it as
CLINICPLUS
defining interface for its consumers."
Hindustan Unilever executive
Research Methodology:
Research methodology is considered as the nerve of
the project. Without a proper well-organized research
plan, it is impossible to complete the projectand reach to
any conclusion. The project was based on the survey plan.
Themain objective of survey was to collect
appropriate data, which work as a base for drawing
conclusion and getting result.
Therefore,
research methodology is the way to systematically
solve the research problem. Research methodology
not only talks of the methods but also
logic behind the methods used in the context of a
research study and it explains why a particular method
has been used in the preference of the other methods
Research design:
Research design is important primarily because of the
increased complexity in themarket as well as marketing
approaches available to the researchers. In fact, it
isthe key to the evolution of successful marketing
strategies and programmers. It isan important tool to
study buyers behavior, consumption pattern, brand
loyalty,and focus market changes. A research design
specifies the methods and proceduresfor conducting a
particular study. According to Kerlinger, Research
Design is a plan, conceptual structure, and strategy of
investigation conceived as to obtainanswers to
research questions and to control variance.
Types of research is:

Descriptive Research
The type of research adopted for study is
descriptive. Descriptive studies areundertaken in
many circumstances when the researches is interested
to know the
characteristic of certain group such as age, sex,
education level, occupation or income. A
descriptive study may be necessary in cases when
a researcher isinterested in knowing the proportion of
people in a given population who have in particular
manner, making projections of a certain thing, or
determining therelationship between two or more
variables. The objective of such study is toanswer
the who, what, when, where and how of the subject
under investigation.There is a general feeling that
descriptive studies are factual and very simple. Thisis not
necessarily true. Descriptive study can be complex,
demanding a high degreeof scientific skill on part of the
researcher.Descriptive studies are well structured. An
exploratory study needs to be flexible inits approach, but
a descriptive study in contrast tends to be rigid and its
approachcannot be changed every now and then. It is
therefore necessary, the researcher give sufficient
thought to framing research.
Questions and deciding the types
of data to be collected and the procedure to beused in this
purpose. Descriptive studies can be divided into two
broad categories:Cross Sectional and Longitudinal
Sectional. A cross sectional study is concernedwi t h
a sampl e of el ement s f r om a gi ven popul at i o n.
Thus, i t may deal wi t hhous ehol d, de a l er s ,
r e t a i l s t or es , or ot her e nt i t i e s . Da t a on a
number of characteristics from sample elements
are collected and analyzed. Cross sectional studies are
of two types: Field study and Survey. Although the
distinction betweenthem is not clear- cut , there are
some practical differences, which need
differenttechniques and skills. Field studies are ex-post-
factor scientific inquiries that aim atfinding the
relations and interrelations among variables in a
real setting. Suchst udi es ar e done i n l i ve
si t uat i ons l i ke communi t i es, school s,
f act or i es, andorganizations.
Another type of cross sectional study is survey result,
which has been taken by me.A major strength of survey
research is its wide scope. Detail information can
beobtained from a sample of large population
.Besides; it is economical as moreinformation can
be collected per unit of cost. In addition, it is
obvious that asample survey needs less time than a
census inquiry. Descriptive research includessurvey
and f act f i ndi ng enqui r i es of di ffer ent ki nds
of t he maj or pur pose. Descriptive research is
description of the state of affairs, as it exists at present.
Themain characteristic of this method is that the
researcher has no control over thevar i abl es; he can
onl y r epor t what has happened or what i s
happeni ng. Themethods of research utilized in
descriptive research are survey methods of all
kindsincluding comparative and co relational methods.
The reason for using such needsto be flexile in its
approach, but a descriptive study in contrast tends to be
rigid andits approach cannot be changed ever now and
then.
Data collection methods:
After the research problem, we have to identify and select
which type of data is toresearch. At this stage; we have to
organize a field survey to collect the data. Oneof t he
i mpor t ant t ool s for conduct i ng mar ket
r esear ch i s t he avai l abi l i t y of necessary and useful
data.
Primary data
: For primary data collection, we have to plan the
following four important aspects.

Sampling

Research Instrument

Secondary Data
- The Companys profile, journals and various
literaturestudies are important sources of secondary data.
COMPANY OVERVIEWHUL Introduction

Uni l ever , an Angl o-Dut ch company, was
f or med i n 1930 as aresult of a merger between
British soap maker Lever Brothers andDut ch
mar gar i ne producer Mar gar i ne Uni on. The
mer ger was beneficial to both companies as palm oil
was a major raw materialf o r b o t h ma r g a r i n e a n d
s o a p a n d c o u l d b e i mp o r t e d mo r e efficiently
in larger quantities.

Largest fast moving consumer goods company with
leadership inhome and per s ona l c ar e pr oduct s ,
f oods and bever age s and specialty chemicals.

First foreign subsidiary to offer 10% of its equity to
Indian public.
HUL Mission

Unilever' s mission is to add vitality to life. We
meet everydayneeds for nutrition, hygiene, and
personal care with brands that help people feel good,
look good and get more out of life.
HUL Vision

To earn the love and respect of India, by making a
real differenceto every Indian.
launching
clinic plus
in india

Understand the issues and challenges in launching a
brand in themarket. Study the hair care market in
India and examine how
Unilever l a u n c h e d C l i n i c
P l u s i n t h e
c o u n t r y . Anal yze t he promot i onal
st r at egi es adopt ed by Uni l ever t o promote the
Clinic Plus brand in India, particularly the
Hairapy
a n d t h e g l o b a l
L i f e C a n t W a i t
campaign. Analyze the future prospects of Clinic
Plus brand in India andexplore strategies that the
company can adopt.

Largest beauty shampoo brand in the country.

Positioned as the
'Hair Expert'

Clinic Plus was a leading brand of Unilever, marketed in
more than50 countries in Asia, Latin America, the
Middle East and NorthAfrica. It was launched in
India in 1964. In the initial years inIndia, Clinic
plus was a cosmetic beauty shampoo. Within
tenyears of its launch in India Clinic Plus launched a
tonic shampoofor dandr uf f , whi ch was t he
first anti-dandruff shampoo inIndia.
In the India, Unilevers goal was to position clinic
plus as a brand thatu n d e r s t o o d t h e p r o b l e ms
f a c e d b y wo me n a n d t h e i r n e e d s
a n d preferences.Clinic plus had a range re-launch
in 2006 followed by launch of newvar i ant s i n
2007 when condi t i oner s , Li von and ha i r
ma s ks wer e introduced transforming Clinic plus
into a complete hair care brand

Hindustan Unilever launched the
Gang of Girls website inJune 06
.Indias first online girl community concept.
Quality
The quality is the perception of the customer to
meet his or her expectationstowards the
performance of the product. Quality is a perceptual,
conditional andsomewhat subjective attribute. According
to Peter Drucker, quality in a product or service is not
what the supplier puts in. It is what the customer
gets out and iswilling to pay for. W.Edwards
Deming defines quality as concentrating on
theefficient production of the quality that the market
expects and improvement of quality is accomplished by
better management of design, engineering, testing and by
improvement of processes.A good customer experience
comes from the high quality of the product
of service. When the customer finds that the shampoo
is high quality because their hair grows healthier
and stronger. The quality determines the good
customer experience. It will help to shape the consumer
behavior.
Theory COB (Country-of-Origin Of Brand)
When majority has nat ional difference in their
view for their productsquality, 'Country of Origin'
(CO) show influence for consumer choice. Effect-
of Count r y of Or i gi n by now moder at e by
f eat ur es user gr oup. I t have been
exposing that the impact from the world mentality product
improvement has beenenhanced for the foreign country
product and this incident disparage local
product.However, impact accepted from nationalism
for product improvement has been enhanced for
local produce product and it has been understated
foreign produced product (Mohammed Y A Rawwas,
1996; K N Rajendran, 1996; GerhardA Wuehrer, 1996).
CO's Impact (country of origin), also known as locally-
madeconcept and has been defined by widespread
resultant that positive or negativeimpact whether
product produced by local production will influence by
decision-maki ng process consumer ( El l i ot t And
Camer on, 1994) . Through consumer decision
making, CO (country of origin) has been defined as
extrinsic who act asrisk mitigation or quality sign
consumer for counters. (Cordell, 1992).
Althoughthere were research about some propound
question on the importance of OC(country of
origin) to consumer decision making (Elliott And
Cameron, 1994;Hugstad And Durr, 1986; Mitchell
And Greatorex, 1990; Schooler And Wildt, 1968),
lately, plenty researcher has shown that CO (country
of origin) have thetitan effect on purchasing behavior
for product and tendency of purchase stated bythe
product. It also has shown a more powerful impact for
brand, price or quality of a stated product (Ahmed and
d'Astous, 1996; Lantz And Loeb, 1996;
Okechuku,1994). Market difference between the local
shampoo and the imported shampoo isdissimilar by
factors as culture, history and geography.Apart from that,
difference in the way consumer accept or consider
productand brand also will influence consumer
decision making in their purchasing behavior. This
theory comply show that stereotype country wherein
consumer perceptions for quality and buying value is
different in each country. This matter influence
consumer thinking and action to more than inclined
make choices deep buying decision product. This
tendency afford lead consumer behaviour, but
consumer behaviour is not the same where it can
become anything specific. Willing Sharma et al.
(1995) cultural similarity among two different countries is
afactor which can influence tendency 'consumer
ethnocentric' impact on consumer behavior towards
product produced by foreign country. Hence, there is
higher desire level to purchase local produce product.
Social Influence
Accordi ng t o Masl ow Hi er achy of Needs, i t
expl ai ns what mot i vat edindividuals in life to
achieve. He set out his answer in a form of a
hierarchy. Hesuggests individuals aim to meet basic
psychological needs of hunger and thirst. When this
has been met they then move up to the next stage
of the hierarchy,safety needs, where the priority
lay with job security and the knowing that
anincome will be available to them regularly. Social
needs come in the next level of the hierarchy, the need to
belong or be loved is a natural human desire and peopledo
strive for this belonging. Esteem need is the need for
status and recognitionwithin society, status
sometimes drives people, the need to have a good job
titleand be recognised or the need to wear branded
clothes as a symbol of status.So, the people will seek
for social recognition. They will be influenced by
thesocial because they want the people to
recognize and agree with them. We areliving in a
interconnected world. We exert influence to each other.
For an example,the family members can strongly
influence buyer behaviour. The family is the
mostimportant consumer buying organization
society and it has been researchedextensively. The
marketers are interested in the roles, and influence of the
husband,wife and children on the purchase of different
products and services.
Clinic plusClinic plus
is a hair care brand, primarily aimed at women,
produced by theUnilever group. Clinic plus is
Unilevers leading hair care brand, and ranks as oneof the
Anglo-Dutch conglomerate's billion dollar brands".
Clinic plus shampoos,conditioners and other hair care
products are sold in 69 countries worldwide.Clinic plus is
sold under a variety of different names in markets around
the worldincluding Elidor, Seda and Sedal. The brand
is strongest inAsia,Latin America andthe Middle
Eastand is the number one hair care brand
inBrazil,Argentina, Bolivia,Sri LankaandThailand
.

[
hed in theUK in 1954, and by 1959 it was
available in 18 different countriesworldwide. At the
time, Clinic plus had an advantage over other shampoos
in themarket as it only needed one application, and so
meant washing less natural oilsfrom the hair. Clinic
plus cream shampoo for dry hair was launched in 1956.In
1958, a new transparent polythenetube for the liquid
shampoo was introducedas an alternative large size pack
to the bottle. Clinic plus was also available in
suchtubes.In 1960, Cl i ni c pl us Toni c shampoo
was l aunched, cont ai ni ng ski n
heal i ngingredientAllantoin designed to help keep the
scalp free from infection.
In 1961, Clinic plus Liquid shampoo was re-
launched to Clinic plus Beauty, because Liquid
in the name, originally used to distinguish the
product from powdered shampoos had become
meaningless as the majority of shampoos werenow in
liquid form.In 1962, Clinic plus was marketed as a range
of shampoos for different hair types.Clinic plus
significantly improved product formula and launched
new variants in1966: the first major shampoo to
containolive oil, which acted as conditioner to make
hair soft and manageable; shampoo for dull hair,
which restored hairsnatural shine; lemon shampoo for
greasy hair with deep cleansing ingredients.Clinic
plushair spraywas first launched in 1964 to enter an
expanding hair-spraymarket, but in 1966 a new product
formula was developed which gave hold, evenin damp
weather whilst still caring for hair. The hair spray
contained a French perfume and could easily be
removed by brushing or shampooing it out.In 1969, all
Clinic plus shampoo was re-packaged in newPVCbottles,
which werelarger than traditional glass bottles for the
same price.Clinic plus conditioner was launched in
1971 with three variants for dry, normaland greasy
hair. In 1973, Clinic plus launched an aerosol dispensed
setting lotion.An economy size shampoo bottle was
introduced for Clinic plus in 1974.In 1975, Clinic plus
became the biggest name in hair care with 1,000,000
packs being sold every week.In 1980, the whole Clinic
plus range was re-launched, with improved
formulationsand packaging designto bring the brand into
the 1980s.
In 1985, Clinic plus styling mousse was launched and 2
years later a conditioningmousse followed.In 2001, Clinic
plus moved into the hair colourant market for Asian-type
dark hair,offering a range of seven permanent
coloursfrom natural black to copper with purple, red
and gold tints.In 2003, Clinic plus launched a new
range of shampoos and conditioners, whichwere
developed to meet womens hair needs and reflect
the way women think about their hair. The fake
institute (a trademark by Sedal
[1]
) "Elida Hair Institute"developed the products in
response to market research. Each product contained
aunique formulation of ingredients, combining the
best from natural and scientificworlds to help combat
common hair problems.
Milestones

1954 Clinic plus first launched in the UK.

1955 First advertisement of Clinic plus appeared on TV.

1964 Launch of Clinic plus hair spray.

1968 Clinic plus shampoo re-packaged in PVC bottles.

1971 Launch of Clinic plus conditioner.

1975 Clinic plus became the biggest name in hair care.

2003 Clinic plus glossy magazine launched in
Argentina.

2008 Social networking site Gang of Girls was
introduced in India.
First advertising
Clinic plus began advertising in 1955 with acampaignthat
focused on specific hair "issues". In theUK , the
campaign focused on shiny hair. During the
1960s, atelevision commercial of Clinic plus
featured a tune composed byJohn Barry, The gi r l
wi t h t he s un i n her hai r , whi ch pr oved s o
popul ar t ha t i t wa s subsequently released as a pop
single.Clinic plusradiocommercials were aired in
1969 featuringDerek Nimmoto support the new Clinic
plus Herb shampoo for problem hair called Hairy
Tales.In the early 1970s, Clinic plus was advertised
with the slogan All you need isClinic plus.
Celebrity associations
MadonnaMadonna (entertainer),ShakiraandMarilyn
Monroeall featured in Clinic plus's 2008 advertising
campaign Life Cant Wait
[2]
which launched withaSuper Bowl XLIIspot. The
philosophy behind the campaign was about
girlstaking positive steps to gain better control of their
lives Hair On = Life On.Actress and former Miss
WorldPriyanka Choprais the brand ambassador
for Clinic plus in India.
[3]
In 2009, singer Delta Goodremwas announced as the
"face of Clinic plus" inAustralia. The singer and
her music have since featured in several Clinic
plusadverts.
[4]
Sarah Geronimo, Philippines' Popstar Princess also
became the "face of Clinic plus" in thePhilippines.
Her song
RECORD BREAKER
was featured in many TVshows and radio programs in
the Philippines.
[5]

[6]
Magazine
I n 2003, Cl i ni c pl us ( Seda) l aunched t he f i r st
hai r onl y gl ossy magazi ne i nArgentinaaiming to
communicate to the professional hair industry.
More than800,000 copies are published each month.
The magazine focuses on hair, fashionand beauty
issues as well as showcasing hairdressers work. It is
sold locally onnews stands and distributed to hair salons.
Gang of Girls
In 2008, Clinic plusIndialaunched asocial networking
sitecalled Gang of Girls
[7]
,which offered its users access to a variety of local
and global experts to addressvarious hair care needs
through its content, blogs and live chat room. The
siteincludes rich content of hair care and fashion,
and users can also take part ininteractive games and
quizzes.
Co-Creation collaboration
Fr om 2009 Cl i ni c pl us st ar t ed worki ng wi t h a
number of prof es si onal hai r "experts" to develop
new and improved products. Each hair issue" variant
links toan "expert with the relevant specialist hair
knowledge. For example,Dr Francesca Fusco, a New
York dermatologist, co-created a hairfall variant for the
brand. Theline up also includes:Jamal Hammadifor
Black Shine,Rita Hazanfor Vibrant Col our , Teddy
Char l es f or Pl umped Up Vol ume, Thomas Taw
f or Damage
Reconstruction and Yuko Yamashita (known
for Japanese hair straightening) for Perfect Straight.
Availability
Clinic plus is available in over 60 countries worldwide.
ADVERTISING & SALES PROMOTION
Sales promotion
is one of the four aspects of promotional mix.
(Theother three parts of the promotional
mixareadvertising, personal selling, and publicity/ public
relations. ) Me d i a a n d n o n - me d i a
ma r k e t i n g communication are employed for a
pre-determined, limited time toi ncr ease
consumer demand, st i mul at e mar ket demand
or i mpr ove product availability. Examples include:

contests

point of purchasedisplays

rebate (marketing)

free travel, such as free flights
Sales promotions can be directed at either
thecustomer , sales staff, or distributionchannel
member s ( such asretailers) . Sal es promot i ons
targeted at theconsumer are called
consumer sales promotions
. Sales promotions targeted at retailers
andwholesaleare called
trade salespromotions
. Some sal e promot i ons, par t i cul ar l y ones wi t h
unusual methods, are consideredgimmick by many.
Consumer sales promotion techniques

Price deal: A temporary reduction in the price, such
ashappy hour

Loyal Reward Program: Consumers collect points, miles,
or creditsfor purchases and redeem them for rewards.
Two famous examplesarePepsi Stuff andAAdvantage.

Cents-off deal: Offers a brand at a lower price. Price
reduction may be a percentage marked on the package.

Pr i c e - pa ck dea l : The pa ckagi ng of f er s a
cons umer a c er t a i n percentage more of the product
for the same price (for example, 25 percent extra).

Coupons: coupons have become a standard
mechanism for sales promotions.

Loss leader : the price of a popular product is
temporarily reducedin order to stimulate other profitable
sales

Free-standing insert (FSI): A coupon booklet is
inserted into thelocal newspaper for delivery.

On-shelf couponing: Coupons are present at the shelf
where the product is available.

Checkout dispensers: On checkout the customer is given a
coupon based on products purchased.

On-line couponing: Coupons are available on
line. Consumers print them out and take them to the
store.

Mobi l e couponi ng: Coupons ar e avai l abl e on a
mobi l e phone. Consumers show the offer on a
mobile phone to a salesperson for redemption.

Online interactive promotion game: Consumers play an
interactivegame associated with the promoted product.
See an example of theInteractive Internet Adfor tomato
ketchup.

Rebates: Consumer s ar e of f er ed money back i f
t he r ecei pt and barcodeare mailed to the producer.

Cont est s/ sweepst akes/ games: The consumer i s
aut omat i cal l yentered into the event by purchasing the
product.

Point-of-sale displays:-
o
Aisle interrupter: A sign that juts into the aisle from the
shelf.
o
Dangler: A sign that sways when a consumer walks by it.
o
Dump bin: A bin full of products dumped inside.
o
Glorifier: A small stage that elevates a product above
other products.
o
Wobbler: A sign that jiggles.
o
Lipstick Board: A board on which messages are
written incrayon.
o
Necker: A coupon placed on the 'neck' of a bottle.
o
YES unit: "your extra salesperson" is a pull-outfact sheet.

Kids eat free specials: Offers a discount on the total
dining bill byoffering 1 free kids meal with each regular
meal purchased.
Trade sales promotion techniques

Trade allowances: short term incentive offered to induce a
retailer to stock up on a product.

Dealer loader: An incentive given to induce a retailer
to purchaseand display a product.

Tr ade cont est : A cont est t o r ewar d r et ai l er s
t hat sel l t he most product.

Point-of-purchase displays: Extra sales tools given to
retailers to boost sales.

Training programs: dealer employees are trained
in selling the product.

Push money: also known as "spiffs". An extra
commission paid toretail employees to push
products.Trade discounts (also called functional
discounts): These are paymentsto distribution channel
members for performing some function .
Political issues
Sales promotions have traditionally been heavily
regulated in manyadvanced industrial nations, with
the notable exception of theUnited States. For
example, theUnited Kingdomformerly operated
under a resale price maintenanceregime in which
manufacturers could legallydictate the minimum resale
price for virtually all goods; this practice wasabolished in
1964.
[1]
Most Eur opean count r i es al so have cont rol s on
t he schedul i ng and permissible types of sales
promotions, as they are regarded in
thosecount r i es as borderi ng uponunfair business
practices.Germanyis not or i ous for havi ng t he
most st r i ct r egul at i ons. Famous
exampl esinclude the car wash that was barred
from giving free car washes toregular customers
and a baker who could not give a free cloth bag
tocustomers who bought more than 10 rolls.
[2]
Promotion (marketing)Promotion
involves disseminating information about
a product, product line, brand, o r c o mp a n y . I t i s
o n e o f t h e f o u r k e y a s p e c t s o f t h e
marketing mix. ( Th e o t h e r t h r e e e l e me n t s
a r e product marketing, pricing, place.) Promotion is
generally sub-divided into two parts:

Above the line promotion: Promotion in
themedia(e.g.TV,radio, newspapers,Internet,Mobile
Phones, and, historically,illustrated songs) in which
theadvertiser pays anadvertising agencyto place thead

Below the line promotion: All other promotion.
Much of this isintended to be subtle enough for
theconsumer to be unaware that promotion is taking
place. E.g. sponsorship, product placement,
endorsements,sal es pr omot i on,merchandising,di r ect
ma i l , personal selling, public relations,trade shows The
specification of these four variables creates
a promotional mixor promotional plan. A promotional
mix specifies how much attention to pay to each of
the four subcategories, and how much money to
budgetf or each. A pr omot i onal pl an can have a
wi de r ange of obj ect i ves, including: sales
increases, new product acceptance, creation of brand
equity, positioning, competitive retaliations, or
creation of acorporate image.The term "promotion" is
usually an "in" expression used internally bythe
marketing company, but not normally to the public or
the market - phrases like "special offer" are more
common. An example of a fullyintegrated, long-term,
large-scale promotion areMy Coke RewardsandPepsi
Stuff .
Campaign intentions
Many advertising campaigns have attempted to
increase consumption, brandandcustomer loyalty.
Target markets
Theintended audienceof t he al cohol advertising
campaignshave changed over the years, with some
brands being specifically targetedtowards a
particular demographic. Some drinks are traditionally
seen asa male drink, particularly beers, whi l e
ot her s ar e drunk by femal es. Some brands have
allegedly been specifically developed to appeal
to people that would not normally drink that kind of
beverage.One a r e a i n whi ch t he a l cohol
i ndus t r y have f a ced cr i t i c i s m and t i ght ened
l egi sl at i on i s i n t hei r al l eged t ar get i ng of
young peopl e.
Central to this is the development of alcopops sweet-
tasting, brightly coloured drinks with names that
may appeal to a younger audience. However,
numerous government and other reports have failed to
supportthat allegation.
[2]
Advertising around the world
TheEuropean UnionandWorld Health
Organization(WHO) have both specified that the
advertising and promotion of alcohol needs to
becont r ol l ed. I n Sept ember 2005, t he WHO
Eur o Regi on adopt ed aFr a mewor k f or
Al cohol Pol i c y f or t he Regi on. Thi s ha s 5
e t hi c a l principles which includes "All children and
adolescents have the right togrow up in an environment
protected from the negative consequences of alcohol
consumption and, to the extent possible, from the
promotion of alcoholic beverages"[1]. Cross-border
television advertising within theEU is regulated by the
1989 Television without Frontiers Directive.
[3]
Ar t i c l e 1 5 o f t h i s Di r e c t i v e s e t s o u t t h e
r e s t r i c t i o n s o n a l c o h o l advertising:

"it may not be aimed specifically at minors or, in
particular, depictminors consuming these beverages;

it shall not link the consumption of alcohol to
enhanced physical performance or to driving;

it shall not create the impression that the
consumption of alcoholcontributes towards social or
sexual success;

it shall not claim that alcohol has therapeutic qualities or
that it is astimulant, a sedative or a means of resolving
personal conflicts;

i t shal l not encour age i mmoder at e
consumpt i on of al cohol or present abstinence or
moderation in a negative light;

it shall not place emphasis on high alcoholic
content as being a positive quality of the
beverages."This article on alcohol advertising
restrictions is implemented in eachEU country
largely through the self-regulatory bodies dealing
withadvertising.The EU law 'TV without Frontiers'
Directive is currently being revisedto broaden the
scope to new media formats such as digital
television. Now called the ' Audiovisual Directive' ,
the European Parliament isvoting on the new text of
the legislation in December 2006.A number of non-
governmental organisations working on alcohol
policyhave r a i s ed ques t i ons about whe t her
t he r es t r i c t i ons on a l cohol advertising in Article
15 are effective and being properly implemented.For t he
Audi ovi sual Di r ect i ve, t hey ar e cal l i ng on
Member s of t heEuropean Parliament (MEPs) to
vote for a ban on alcohol adverts ontelevisions
before 9.00 p.m.
[4]
Some countries, such asUkraine
[5]
,Kenya,France, and Norway, have banned all alcohol
advertising on television and billboard.
[6]
4PsPRODUCTCurrently, the range consists of:

Yellow Clinic plus with Bio Proteins from Vegetable
Extracts:
Normal hair needs wholesome nourishment. New Clinic
pluswith Bio Protein extracted from Vegetable milk has
nutrientsthat deeply penetrate each hair strand, to
nourish it leavinghair strong and beautiful.

Black Clinic plus with Melanin from Plant Extracts:
Dull hair needs a rich black shine. New Clinic
plus withMel ani n ext r act ed f r om pl ant s ser ves
t hi s pur pose ver yeffectively. It helps in the growth
and retention of the black color of hair, giving it a rich
black shine..

Green Clinic plus with Fruitamins Vitamins from fruit
Extracts:
Thin and limp hair needs extra body and volume. New
clinic pl us wi t h Fr ui t ami ns has nat ur al ext r act s
f r om f r ui t t hat contains Vitamins. These vitamins help
in giving extra body,shine and amazing manageability to
the thinning and lifelesshair.

Pink Clinic plus with yoghurt proteins :
Dr y hai r needs whol esome condi t i oni ng, ext r a
shi ne andstyle. New Clinic plus with yoghurt
proteins makes the dryhair full of life. Its especial
ingredients moisturize each hair right to its tips leaving
it shiny and beautiful.

Orange Clinic plus with active nutrients from Citrus
Extracts:
The advanced formula of orange Clinic plus is the
result of the latest research. This shampoo is
especially designed for oily hair type that looks flat
and greasy due to the excess of moisture. New clinic
plus with active ingredients from citrus
12. 12%36. 36%12. 12%30. 30%9. 09
%G r e e n B l a c k O r a n g e
Y e l l o w P i n k
ext r act s cl eans t he excess oi l off hai r whi l e
i t s nut r i ent sdeeply penetrate each hair strand to
nourish it.Customer Review of Product Usage
PRICING
HINDUSTAN UNILEVER claims to practice value-
based pricingin which the customers perception of
the products price provides astarting point for
developing the marketing mix of the product.
Theresearch department determines this price usually by
using focus groups.The price of Re 1 and 2 for Clinic plus
shampoo sachets shows how the price also reflects a
concern to make the purchase more
convenient, since the rupee is denoted in this value.
Clinic plus is also available in Rs 45 and Rs 169
price bottles tocat er t o t he demands keepi ng i n
mi nd t he want s of t hi s par t i cul ar customer
segment.The primary importance of this value-based
pricing is that the productdemand will be much
higher if its price is in line with the
customers perception of its value. One crucial
concern for value-based pricing isstrict management
of cost in order to be able to make a profit at
thevalue-based price. After the initial price is
determined, HINDUSTANUNILEVER then uses
target costing in order to achieve the
required profits.
PROMOTION

Build top of the line consumers awareness.

Creating a personality of the brand.Besides having these
general objectives, the advertising objectives areset
avoiding to the advertising strategy for each product, e.g.
Clinic plusadvertising objectives since it was being re-
launched were:

To increase the usage.

Conditioning benefits.

Makes the hair appear clean and shiny.

Imparts a feeling of freshness-due to fragrance.

Easy to manage, silky, soft hair.

Unique shampoo for every hair type.

Effectively communicate brand promise.
Promotional strategy

Innovative campaigns such as Hairapy and Life
Cant Waitwere launched to attract women to the brand

S p o n s o r e d s h o r t f i l ms t h a t we r e
b r o a d c a s t d u r i n g p o p u l a r television shows.

Media platforms used

Print media

internet rural campaign

environment concern ads

Music videos

Free sample distribution

Demo campaigning

Promotion of the products in the clinic plus range
through moviessuch as FashionCl i ni c pl us has
come up wi t h a new promot i onal
campai gnGOOD HAIR DAYS in six major cities in
collaborationwith famous hair stylists of the
country.Hoardings

Sponsorships

Enhancement of product mix

New pr oduc t f or mul a t i ons a ccor di ng t o
changi ng cons ume r preferences

Advertising
HINDUSTAN UNILEVER believes that messages
about productdelivered by credible sources can be
very persuasive. Hence JawedHabib who is an hair
care expert endorses Clinic plus and more value isadded
to the brand. Consumers relate to products itself, they can
relate toa human being who consumers believe is an
expert so Jawed Habib is anexpert so is Clinic plus. Jawed
Habib a recognized and highly qualifiedhair stylist is
used by Clinic plus in its ads because they want to
bringout an experts image.
METHODS ADOPTED TO PROMOTE THE
BRAND NAMEOF CLINIC PLUS

Actresses as spokespersons

Co-marketing

Some of these films were made exclusively for retailers
like Wal-Mart and were telecast in-store

Sponsor for fashion shows
I N N O V A T I V E A N D
U N I Q U E
S T A R E R G I E S IMPLEMENTED BY
CLINIC PLUS IN INDIA

Hindustan Unilever launched the
Gang of Girls website in June06
.Indias first online girl community concept.

Gang of Girls site pushed online and via TV and print.

Lots of media mentions as it as a successful branded
space.

Direct contact with target audience.
o
Gang of Gi r l s event s a t 60 col l ege
f e s t i va l s , ma l l s and multiplexes across
India
.

Clinic plusgangofgirls.com benefited from
redirect from Clinic plusnaturals.com.
o
Thi s s i t e ha s 100, 000 r egi s t er ed us er s and
ver y s i mi l ar features.

Hindustan Lever claims 2,500,000 registrations to
Gang of Girlssite --

25,000 girl gangs

200 million hits

12-13 million page views every month
Company taking benefits of new web 2.0
technologies ranging from blogs to power of social
networking.

As f ar as brand i s concerned pl us si de f or
clinic plus
here i sability to use power of technology to position
brand successful and create following among niche
users whom must have generated enough
f e edback f or t he br and t o under s t and
demogr aphi c served. Other brands need to take a cue
from here and understand how web can be used as an
effective brand delivery/promotiontool. -HUL
EXECUTIVE
PLACEDistribution Objective:
To reach as many towns and villages as we can
HINDUSTAN UNILEVER has 150 distributors whose
function ist o sel l t o whol esal er s di r ect l y. Ther e
ar e di f f er ent di st r i but or s for different areas.
They are carefully selected and their performance
isconstantly evaluated.OUTLETS,RETAILERS
SS
WOTWOT

ANALYSISANALYSIS

OFOF

CLINICCLINIC

PLUSPLUS

STRENGTHES


HINDUSTAN UNILEVERs India Limited is one
of the largestorganizations in India.

Company has advanced technology and well skilled
professionals.

The New Clinic plus Shampoo is a high quality product in
terms of hair protection.

The t ar ge t ma r ke t i s e duca t ed,
pr of e s s i onal s and bel ongs t o premium and
middle class.

Co mp a n y t o t a l l y o wn e d , s y s t e ma t i c
d i s t r i b u t i o n n e t wo r k , transparent communication
system.

Participative management style

Very good distribution network all over India, in
all major andsmall cities.
LIMITATIONS

Competitor has strong promotional activities.

Customers are offered better alternatives by the
competition.

Advertisement flaws-
o
Devaluation of product
o
Products quality looses its values
o
Poor promotion of free samples
o
No unique identification of product
OPPORTUNITIES

Population expanding at a rapid rate.

Consumers are becoming more quality conscious

Cu r r e n t c a p a c i t y u t i l i z a t i o n i s 8 0 %,
wh i c h c a n b e f u r t h e r broadened with the
increase in demand.

Customer base is increasing with effective marketing.

Baby shampoo is another area where HINDUSTAN
UNILEVERscan make huge gains.

Shampoo plus conditioner and anti-dandruff shampoos
are another area where HINDUSTAN UNILEVER can
earn huge profits.

Ru r a l a r e a s a r e a l a r g e p r o s p e c t i v e
ma r k e t wh e r e t h e y c a n introduce Clinic plus.
THREATS

Political and Economic factors.

Partial Government policies.

High rate of competition.

Local and Foreign competition.
Conclusion
Shampoo i s t he per sonal hygi eni c product and
has a l ar ge mar ket . So, i t i si mpor t ant t o
det er mi ne whi ch f act or s pl ay t he pi vot al r ol e
t o i nf l uence t heconsumer purchasing behaviour.
In this assignment, the first factor is
quality,count r y of or i gi n-br and, t heor y of
consumer et hnocent r i sm, and t he
soci al influence. These variables form a combination to
produce an impact as to manifestour different behaviour
of a consumer.
RECOMMENDATIONS

Emphasis on quality and results

By adding free products or offerings

Attractive packaging

New emerging countries

Global expansion

Shampoos for seniors and male segment after doing
hormonal andenvironmental research. If
dermatologist consult must be therewhich helps
company to formulate new Shampoos.
QUESTIONNAIRE
This is to
acknowledge
that the following survey is
purely
for
educational purposes.
The

identity
of the
respondent
will bekept
confidential.
Name of
Respondent:
Ag
Se
Occupation
Approximate
Please answer the
below-mentioned questions
as
applicable
1.
What product
do you use for your
hair?
1.1.
Shampoo
1.2.
Soap
1.3.
Shikakai
1.4.
Shampoo
and
Shikakai
2. If you use a
shampoo,
how often do you use it? (select the
nearest range)
2.1.
Daily
2.2. Twice a
w
eek
2.3.
W
eekly
2.4.
Monthly
3. If you use
shampoo,
what
brand
do you
use?
3.1.
chik
3.2.
clinic plus
3.3.
sunsilk
3.4.
Head&Shoulders
4.
What brand
of
shampoos
do you
use?
4.1.
Chic
4.2. Clinic
plus
4.3. Head and
shoulders
4.4.
Anything
that is
ine
xpensiv
e
5. In what
Quantity
do you buy
shampoo?
5.1.
Sac
hets
5.2.
Bottles/Bigger
pac
ks
5.3. Family
pac
ks
5.4. Mini
bottles
6. Is
shampoo
a
necessity
for
y
ou?
6.1.
Y
es
6.2.
No
7. How many
members
of you family use
shampoos?
7.1.
All
7.2.
Siblings only
7.3. Only
y
ou
8.
What features
do you look for in a
shampoo?
8.1.
Smoothening
of
hair
8.2. Anti
Dandruff
8.3.
Conditioning
8.4. To
prevent
hair
fall

9. If your
income
rose, will you
increase
the
consumption
of
shampoo?
9.1.
Strongly agree
9.2.
Agree
9.3. Cant
Sa
y
9.4.
Disagree
9.5.
Strongly Disagree
10. How easily is
shampoo
available to
y
ou?
10.1. Very
conv
enient
10.2.
Inconv
enient
11. Do you find any
additional
utility by using
shampoos?
11.1. I use it
because
it is used in
urban areas
11.2. It really
helps
me
maintain
my
hair

11.3. I use it
because someone
at
home
uses
it
11.4. I do not find any
difference between
a
shampoo
and a
soap
12.
What
do you look for while
buying
a
shampoo?
12.1.
P
ackaging
12.2.
F
eatures
12.3.
Cost
12.4.
Brand

Bibliography
www.clinicplus.comwww.clinicplusshampoo.orgwww.wi
kipedia.orgIndia todayBusiness today magazine

f