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 mentorand guide.We express our deepest thanks to him for providing us the guidelines tomake the project that helped us in better understanding of CLINICPLUS and its working. Project Objective1: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 overviewIntroductionMissionVisionLaunchingCLINIC PLUSin India.4PsS.W.O.T. AnalysisRecommendation"We are thrilled to launch this community as we see it asCLINICPLUSdefining interface for its consumers."Hindustan Unilever executive Research Methodology:Research methodology is considered as the nerve of the project. Without aproper 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 abase for drawing conclusion and getting result.Therefore,research methodology is the way to systematically solve the researchproblem. Research methodology not only talks of the methods but also logicbehind the methods used in the context of a research study and it explains why aparticular method has been used in the preference of the other methodsResearch 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 aplan, conceptual structure, and strategy of investigation conceived as to obtainanswers to research questions and to control variance.Types of research is:Descriptive ResearchThe 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 orincome. A descriptive study may be necessary in cases when a researcher isinterested in knowing the proportion of people in a given population who have inparticular 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 researchergive sufficient thought to framing research.Questions and deciding the typesof 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 concernedwith a sample of elements from a given population. Thus, it may deal withhousehold, dealers, retail stores, or other entities. Data on a number ofcharacteristics from sample elements are collected and analyzed. Cross sectionalstudies 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. Suchstudies are done in live situations like communities, schools, factories, 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 fact finding enquiries of different kinds of the major purpose.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 thevariables; he can only report what has happened or what is happening. 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 the important tools for conducting market research is the availability ofnecessary and useful data.Primary data: For primary data collection, we have to plan the following fourimportant aspects.SamplingResearch InstrumentSecondary Data- The Companys profile, journals and various literaturestudies are important sources of secondary data.

COMPANY OVERVIEWHUL IntroductionUnilever, an Anglo-Dutch company, was formed in 1930 as aresult of a merger between British soap maker Lever Brothers andDutch margarine producer Margarine Union. The merger wasbeneficial to both companies as palm oil was a major raw materialfor both margarine and soap and could be imported moreefficiently in larger quantities.Largest fast moving consumer goods company with leadership inhome and personal care products, foods and beverages andspecialty chemicals.First foreign subsidiary to offer 10% of its equity to Indian public.HUL MissionUnilever's mission is to add vitality to life. We meet everydayneeds for nutrition, hygiene, and personal care with brands thathelp people feel good, look good and get more out of life. HUL VisionTo earn the love and respect of India, by making a real differenceto every Indian.launchingclinic plusin indiaUnderstand the issues and challenges in launching a brand in themarket. Study the hair care market in India and examine how Unileverlaunched Clinic Plus in the country. Analyze the promotional strategies adopted by Unilever topromote the Clinic Plus brand in India, particularly theHairapyand the globalLife Cant Waitcampaign. 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 dandruff, which was thefirst anti-dandruff shampoo inIndia.In the India, Unilevers goal was to position clinic plus as a brand thatunderstood the problems faced by women and their needs andpreferences.Clinic plus had a range re-launch in 2006 followed by launch of newvariants in 2007 when conditioners, Livon and hair masks wereintroduced transforming Clinic plus into a complete hair care brandHindustan Unilever launched theGang of Girls website inJune 06.Indias first online girl community concept. QualityThe 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 orservice 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 ofquality is accomplished by better management of design, engineering, testing andby improvement of processes.A good customer experience comes from the high quality of the product ofservice. When the customer finds that the shampoo is high quality because theirhair grows healthier and stronger. The quality determines the good customerexperience. It will help to shape the consumer behavior.Theory COB (Country-of-Origin Of Brand)When majority has national difference in their view for their productsquality, 'Country of Origin' (CO) show influence for consumer choice. Effect-ofCountry of Origin by now moderate by features user group. It 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 hasbeen enhanced for local produce product and it has been understated foreignproduced 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-making process consumer (Elliott And Cameron, 1994). Through consumerdecision 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 ofa 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 purchasingbehavior. This theory comply show that stereotype country wherein consumerperceptions for quality and buying value is different in each country. This matterinfluence consumer thinking and action to more than inclined make choices deepbuying 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 consumerbehavior towards product produced by foreign country. Hence, there is higherdesire level to purchase local produce product.Social InfluenceAccording to Maslow Hierachy of Needs, it explains what motivatedindividuals 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 ofthe 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 plusis a hair care brand, primarily aimed at women, produced by theUnilevergroup. 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 theUKin 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 transparentpolythenetube for the liquid shampoo was introducedas an alternative large size pack to the bottle. Clinic plus was also available in suchtubes.In 1960, Clinic plus Tonic shampoo was launched, containing skin healingingredientAllantoin 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 frompowdered 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 Frenchperfume 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 packsbeing sold every week.In 1980, the whole Clinic plus range was re-launched, with improved formulationsandpackaging 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 sevenpermanent coloursfrom natural black to copper withpurple, 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 thinkabout 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.Milestones1954 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 advertisingClinic 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 girl with the sun in her hair, which proved so popular that it wassubsequently 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 associationsMadonnaMadonna (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 forClinic plus in India.[3]In 2009, singerDelta 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 Clinicplus" in thePhilippines. Her song RECORD BREAKERwas featured in many TVshows and radio programs in the Philippines.[5][6]MagazineIn 2003, Clinic plus (Seda) launched the first hair only glossy magazine inArgentinaaiming 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 GirlsIn 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 collaborationFrom 2009 Clinic plus started working with a number of professional hair"experts" to develop new and improved products. Each hair issue" variant links toan "expert with the relevant specialist hair knowledge. For example,Dr FrancescaFusco, a New York dermatologist, co-created a hairfall variant for the brand. Theline up also includes:Jamal Hammadifor Black Shine,Rita Hazanfor Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage

Reconstruction and Yuko Yamashita (known forJapanese hair straightening) forPerfect Straight.AvailabilityClinic plus is available in over 60 countries worldwide.ADVERTISING & SALES PROMOTIONSales promotionis one of the four aspects ofpromotional mix. (Theother three parts of thepromotional mixareadvertising,personal selling, andpublicity/public relations.) Media and non-media marketing communication are employed for a pre-determined, limited time toincrease consumer demand, stimulate market demand or improveproduct availability. Examples include:contestspoint of purchasedisplaysrebate (marketing)free travel, such as free flights

Sales promotions can be directed at either thecustomer, sales staff, ordistributionchannel members (such asretailers). Sales promotions targeted at theconsumerare calledconsumer sales promotions. Salespromotions targeted at retailers andwholesaleare calledtrade salespromotions. Some sale promotions, particularly ones with unusualmethods, are consideredgimmickby many.Consumer sales promotion techniquesPrice deal: A temporary reduction in the price, such ashappy hourLoyal Reward Program: Consumers collect points, miles, or creditsfor purchases and redeem them for rewards. Two famous examplesarePepsi StuffandAAdvantage. Cents-off deal: Offers a brand at a lower price. Price reduction maybe a percentage marked on the package.Price-pack deal: The packaging offers a consumer a certainpercentage more of the product for the same price (for example, 25percent extra).Coupons: coupons have become a standard mechanism for salespromotions.

Loss leader: the price of a popular product is temporarily reducedin order to stimulate other profitable salesFree-standing insert (FSI): A coupon booklet is inserted into thelocal newspaper for delivery.On-shelf couponing: Coupons are present at the shelf where theproduct is available.Checkout dispensers: On checkout the customer is given a couponbased on products purchased.On-line couponing: Coupons are available on line. Consumersprint them out and take them to the store.Mobile couponing: Coupons are available on a mobile phone.Consumers show the offer on a mobile phone to a salesperson forredemption.Online interactive promotion game: Consumers play an interactivegame associated with the promoted product. See an example of theInteractive Internet Adfor tomato ketchup.Rebates: Consumers are offered money back if the receipt andbarcodeare mailed to the producer.Contests/sweepstakes/games: The consumer is automaticallyentered into the event by purchasing the product.Point-of-sale displays:-oAisle interrupter: A sign that juts into the aisle from the shelf.oDangler: A sign that sways when a consumer walks by it.

oDump bin: A bin full of products dumped inside.oGlorifier: A small stage that elevates a product above otherproducts.oWobbler: A sign that jiggles.oLipstick Board: A board on which messages are written incrayon.oNecker: A coupon placed on the 'neck' of a bottle.oYES 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 techniquesTrade allowances: short term incentive offered to induce a retailerto stock up on a product.Dealer loader: An incentive given to induce a retailer to purchaseand display a product.Trade contest: A contest to reward retailers that sell the mostproduct.Point-of-purchase displays: Extra sales tools given to retailers toboost sales.Training programs: dealer employees are trained in selling theproduct.

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 issuesSales promotions have traditionally been heavily regulated in manyadvanced industrial nations, with the notable exception of theUnitedStates. 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 European countries also have controls on the scheduling andpermissible types of sales promotions, as they are regarded in thosecountries as bordering uponunfair business practices.Germanyis notorious for having the most strict regulations. Famous examplesinclude 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)Promotioninvolves disseminating information about aproduct,product line,brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements areproduct 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 theadvertiserpays anadvertising agencyto place theadBelow the line promotion: All other promotion. Much of this isintended to be subtle enough for theconsumerto be unaware thatpromotion is taking place. E.g.sponsorship,product placement, endorsements,sales promotion,merchandising,direct mail, personal selling,public relations,trade shows The specification of these four variables creates apromotional mixorpromotional plan. A promotional mix specifies how much attention topay to each of the four subcategories, and how much money to budgetfor each. A promotional plan can have a wide range of objectives,including: sales increases, new product acceptance, creation ofbrand

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 intentionsMany advertising campaigns have attempted to increase consumption,brandandcustomer loyalty. Target marketsTheintended audienceof the alcoholadvertising campaignshave changed over the years, with some brands being specifically targetedtowards a particulardemographic. Some drinks are traditionally seen asa male drink, particularlybeers, while others are drunk by females.Some brands have allegedly been specifically developed to appeal topeople that would not normally drink that kind of beverage.One area in which the alcohol industry have faced criticism andtightened legislation is in their alleged targeting of young people.

Central to this is the development ofalcopopssweet-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 worldTheEuropean UnionandWorld Health Organization(WHO) have both specified that the advertising and promotion of alcohol needs to becontrolled. In September 2005, the WHO Euro Region adopted aFramework for Alcohol Policy for the Region. This has 5 ethicalprinciples which includes "All children and adolescents have the right togrow up in an environment protected from the negative consequences ofalcohol consumption and, to the extent possible, from the promotion ofalcoholic beverages"[1]. Cross-border television advertising within theEU is regulated by the 1989 Television without Frontiers Directive.[3]Article 15 of this Directive sets out the restrictions on alcoholadvertising:"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 physicalperformance 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;it shall not encourage immoderate consumption of alcohol orpresent abstinence or moderation in a negative light;it shall not place emphasis on high alcoholic content as being apositive 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 raised questions about whether the restrictions on alcoholadvertising in Article 15 are effective and being properly implemented.For the Audiovisual Directive, they are calling on Members of theEuropean Parliament (MEPs) to vote for a ban on alcohol adverts ontelevisions before 9.00 p.m.[4]Some countries, such asUkraine[5],Kenya,France, andNorway, 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 withMelanin extracted from plants serves this purpose veryeffectively. It helps in the growth and retention of the blackcolor 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 clinicplus with Fruitamins has natural extracts from fruit thatcontains Vitamins. These vitamins help in giving extra body,shine and amazing manageability to the thinning and lifelesshair.Pink Clinic plus with yoghurt proteins :Dry hair needs wholesome conditioning, extra shine andstyle. New Clinic plus with yoghurt proteins makes the dryhair full of life. Its especial ingredients moisturize each hairright 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 ofthe latest research. This shampoo is especially designed foroily hair type that looks flat and greasy due to the excess ofmoisture. New clinic plus with active ingredients from citrus

12.12%36.36%12.12%30.30%9.09%Green Black Orange Yellow Pinkextracts cleans the excess oil off hair while its nutrientsdeeply penetrate each hair strand to nourish it.Customer Review of Product UsagePRICINGHINDUSTAN 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 theprice 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 tocater to the demands keeping in mind the wants of this particularcustomer 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 customersperception 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 requiredprofits.

PROMOTIONBuild 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 strategyInnovative campaigns such as Hairapy and Life Cant Waitwere launched to attract women to the brand Sponsored short films that were broadcast during populartelevision shows.Media platforms usedPrint mediainternet rural campaignenvironment concern adsMusic videosFree sample distributionDemo campaigningPromotion of the products in the clinic plus range through moviessuch as FashionClinic plus has come up with a new promotional campaignGOOD HAIR DAYS in six major cities in collaborationwith famous hair stylists of the country.HoardingsSponsorshipsEnhancement of product mixNew product formulations according to changing consumerpreferencesAdvertising 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 PLUSActresses as spokespersonsCo-marketingSome of these films were made exclusively for retailers like Wal-Mart and were telecast in-storeSponsor for fashion shows INNOVATIVE AND UNIQUE STARERGIESIMPLEMENTED BY CLINIC PLUS IN INDIAHindustan Unilever launched theGang 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.oGang of Girls events at 60 college festivals, malls andmultiplexes acrossIndia.Clinic plusgangofgirls.com benefited from redirect from Clinicplusnaturals.com.oThis site has 100,000 registered users and very similarfeatures.Hindustan Lever claims 2,500,000 registrations to Gang of Girlssite --25,000 girl gangs200 million hits12-13 million page views every monthCompany taking benefits of new web 2.0 technologies rangingfrom blogs to power of social networking.

As far as brand is concerned plus side forclinic plushere isability to use power of technology to position brand successful andcreate following among niche users whom must have generatedenough feedback for the brand to understand demographicserved. Other brands need to take a cue from here and understandhow web can be used as an effective brand delivery/promotiontool. -HUL EXECUTIVEPLACEDistribution Objective:To reach as many towns and villages as we canHINDUSTAN UNILEVER has 150 distributors whose function isto sell to wholesalers directly. There are different distributors fordifferent areas. They are carefully selected and their performance isconstantly evaluated.OUTLETS,RETAILERS

SSWOTWOTANALYSISANALYSISOFOFCLINICCLINICPLUSPLUSSTRENGTHESHINDUSTAN 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 ofhair protection.The target market is educated, professionals and belongs topremium and middle class.Company totally owned, systematic distribution network,transparent communication system.Participative management styleVery good distribution network all over India, in all major andsmall cities.

LIMITATIONSCompetitor has strong promotional activities.Customers are offered better alternatives by the competition.Advertisement flaws-oDevaluation of productoProducts quality looses its valuesoPoor promotion of free samplesoNo unique identification of product

OPPORTUNITIESPopulation expanding at a rapid rate.Consumers are becoming more quality consciousCurrent capacity utilization is 80%, which can be furtherbroadened 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 anotherarea where HINDUSTAN UNILEVER can earn huge profits.Rural areas are a large prospective market where they canintroduce Clinic plus.THREATSPolitical and Economic factors.Partial Government policies.High rate of competition.

Local and Foreign competition.ConclusionShampoo is the personal hygienic product and has a large market. So, it isimportant to determine which factors play the pivotal role to influence theconsumer purchasing behaviour. In this assignment, the first factor is quality,country of origin-brand, theory of consumer ethnocentrism, and the socialinfluence. These variables form a combination to produce an impact as to manifestour different behaviour of a consumer.

RECOMMENDATIONSEmphasis on quality and resultsBy adding free products or offeringsAttractive packagingNew emerging countriesGlobal expansionShampoos for seniors and male segment after doing hormonal andenvironmental research. If dermatologist consult must be therewhich helps company to formulate new Shampoos. QUESTIONNAIREThis is toacknowledgethat the following survey ispurelyforeducational purposes.Theidentityof therespondentwill bekeptconfidential.Name ofRespondent:AgSeOccupationApproximatePlease answer thebelow-mentioned questionsasapplicable1.What productdo you use for yourhair?1.1.Shampoo1.2.Soap1.3.Shikakai 1.4.ShampooandShikakai2. If you use ashampoo,how often do you use it? (select thenearest range)2.1.Daily2.2. Twice aweek2.3.Weekly2.4.Monthly3. If you use shampoo, what branddo youuse?3.1.chik3.2.clinic plus3.3.sunsilk 3.4.Head & Shoulders4.What brandofshampoosdo youuse?4.1.Chic4.2. Clinicplus4.3. Head andshoulders4.4.Anythingthat isinexpensive5. In whatQuantitydo you buyshampoo?5.1.Sachets5.2.Bottles/Biggerpacks5.3. Familypacks5.4. Minibottles 6. Isshampooanecessityforyou?6.1.Yes6.2.No7. How manymembersof you family useshampoos?7.1.All7.2.Siblings only7.3. Onlyyou8.What featuresdo you look for in ashampoo?8.1. Smootheningofhair8.2. AntiDandruff8.3.Conditioning8.4. Topreventhairfall 9. If yourincomerose, will youincreasetheconsumptionofshampoo?9.1.Strongly agree9.2.Agree9.3. CantSay9.4.Disagree9.5.Strongly Disagree10. How easily isshampooavailable toyou?10.1. Veryconvenient10.2.Inconvenient11. Do you find anyadditionalutility by usingshampoos?11.1. I use itbecauseit is used inurban areas11.2. It reallyhelpsmemaintainmyhair 11.3. I use itbecause someoneathomeusesit11.4. I do not find anydifference betweenashampooand asoap12.Whatdo you look for whilebuyingashampoo?12.1.Packaging12.2.Features12.3.Cost12.4.Brand Bibliographywww.clinicplus.comwww.clinicplusshampoo.orgwww.wikipedia.orgIndia todayBusiness today magazine

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