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Submitted By: Dipika Agarwal [B13025 ] Gaurav Bhattacherjee [B13026 ] Karan Singh Nagra [B13027 ] Mukund Ramasubramanian [B13035 ] . Hindustan Unilever Brand - Clinic Plus Positioning SWOT Analysis

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Submitted By:

DipikaAgarwal [B13025]

Gaurav Bhattacherjee [B13026]

Karan Singh Nagra [B13027]

MukundRamasubramanian [B13035]


Hindustan Unilever

  • Brand - Clinic Plus
  • Positioning
  • SWOT Analysis
  • Competition Tackling Strategies
  • Advertising
  • Sale Promotion
  • Distribution System
  • List of Hypothesis
  • Research Analysis
hindustan unilever hul
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


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)

clinic plus
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
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 continued1
Clinic Plus (Continued..)

Compititors – Head & Shoulders, Chik, Garnier, Pantene, Dove, Rejoice, Himalaya, Sunsilk, etc.

Large product variance:

  • 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
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
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
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 continues
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
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
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
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
Methods of Data Analysis
  • Graphical Representation
  • Pie Chart
  • Bar Graph
research analysis
Research Analysis

Most Preferred Shampoo’s in the market


Hypothesis - 1

Long, Strong and Healthy Hair

hypothesis 2 3
Hypothesis 2 & 3

Value for money and Availability

conclusion of the survey
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)