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Marketing Assignment

The document discusses the segmentation, targeting, and positioning of Clinic All Clear and Head & Shoulders shampoos. Clinic All Clear targets all classes and genders with a focus on providing dandruff-free, silky hair. It is positioned as an anti-dandruff shampoo. Head & Shoulders targets higher and middle classes and is positioned for healthy, long, and beautiful hair by focusing on removing dandruff. Both products use zinc pyrithione as their active ingredient.

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Shri Panchavishe
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112 views8 pages

Marketing Assignment

The document discusses the segmentation, targeting, and positioning of Clinic All Clear and Head & Shoulders shampoos. Clinic All Clear targets all classes and genders with a focus on providing dandruff-free, silky hair. It is positioned as an anti-dandruff shampoo. Head & Shoulders targets higher and middle classes and is positioned for healthy, long, and beautiful hair by focusing on removing dandruff. Both products use zinc pyrithione as their active ingredient.

Uploaded by

Shri Panchavishe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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SEGEMENTATION,TARGETING

AND POSITIONING OF CLINIC ALL


CLEAR AND HEAD & SHOULDERS

Presented By

SALIM AND SHRISHAILYA


About FMCG
A quick turnover, and relatively low cost are known as Fast
Moving Consumer Goods

E.g.: toiletries, soaps, cosmetics, tooth cleaning products,


shaving products ,and detergents etc.

FMCG industry is regarded as the fourth largest sector


with total market size of US$13.1 billion

It is one of the largest industries in India


The History

Hindustan Unilever Limited

 Founded by Lever Brothers in 1930


 Began Production in 1956 in India
 Top and the Largest in the World

Procter & Gamble

 Founded by William Proctor and James Gamble in 1837


 Came to India in FMCG industry
 2nd Largest in the world, main competitor of HUL
 Segmentation of Clinic All  Segmentation of Head &
Clear Shoulders
•Demographic:
It could be divide into
Age: From youth to adult age but mostly geographic, demographic or
youth psychographic but as FMCG
 Gender: Both male and female
 Religion: All
product its totally segmented
 Income: Middle and Upper Middle class on people lifestyle and
•Social Grade: customer preference.
Core segment are:
All grade of the society from middle class
to higher end class
•Geographical Segmentation:
•Shiny hair
•Black hair Anti –Dandruff
 Urban and Rural Market •Low price
 Targeting of Clinic All Targeting of Head &
Clear Shoulders

Targeting Audience: • Targeting Audience:


Upper middle class
Middle class and housewives • Higher Class
Upper class rural consumer
• Middle Class
Teenagers
Lower middle class
Semi rural
Positioning of Positioning of
Clinic All Clear Head and
Shoulders

 Anti- Dandruff shampoo  Its advertisements

 Dual shampoo-  Attractive Banners and


Hoarding
it not only fights last dandruff
flakes but also adds back lost  emphasized is on
nutrients to make hair healthy healthy, long and
and beautiful. beautiful hair

 Print media
Critical Evaluation of Clinic Critical Evaluation of Head
All Clear & Shoulders


a) Targeted to almost al class. 
a) Targeted to higher and middle
class.


b) The 100 ml bottle carries a price

b) The 100 ml bottle carries a price
tag of Rs 69 and 200 ml of Rs 129. tag of Rs 72 and 200 ml of Rs 140.


c) The core objective of Clinic All 
c) The core objective of healthy, long
Clear is to provide healthy, dandruff and beautiful hairs.
less and silky hair.

d) Clinic All Clear is a popular 
d) Head & Shoulders is popular
shampoo that uses zinc Pyrithione as shampoo that uses Zinc Pyrithione as
its active ingredients.
its active ingredient.
Recommendation for Clinic All Recommendation for Head &
Clear Shoulders

focus on the brand image of maintain a competitive


Clinic All Clear shampoo pricing

Popularity still less in rural Innovative means of


area rather than Urban areas. promotions like forming a
They should have innovative special association or some
promotion strategy for rural distinct group which will
markets help maintain its brand
equity and loyalty

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