1. BRAND ANALYSIS
TEAM MEMBERS:
-S.IRFANA NIGAR(23)
-P.UDAYA SHANKAR(18)
-P.SARAVANAN(25)
-V.SESHARAJA(30)

2. INTRODUCTION
 HINDUSTAN LEVER has introduced Clinic All
Clear
 It contains VITA-ACE, which not only fights
dandruff but also brings back the hair's lost
nutrients
 It is meant for everyday use

3. CLINIC ALL CLEAR???
 Clinic All clear is an anti-dandruff shampoo from
HUL
 It not only offers freedom from dandruff , but also
adds back lost nutrients to give strong hair

4. SHAMPOO MARKET IN INDIA
 Shampoo market in India was estimated at Rs. 21.41
billion per annum
 Shampoo market is segmented on benefit platforms:
-Cosmetic
- Anti – Dandruff
- Herbal
 Anti-dandruff shampoo category has around 25%
share in the shampoo market

5. MARKET SHARE
ANTI-DANDRUFF MARKET SHARE:
 P&G’s Head & Shoulders brand, the market leader
in the segment, has market share of 54.8%.
 HUL’s Clinic All Clear’s share is 39.6%.

6. VALUE PROPOSITION…
• PERCIEVED VALUE:
“Good value for money”
• UNIQUE & OTHER BENEFITS:
First ever antidandruff shampoo for men. the
new clinic all clear activsport and hairfall decrease
leave your scalp with a lingering feeling of freshness.

7. VALUE PROPOSITION
 TARGET CUSTOMERS:
GEOGRAPHIC
DEMOGRAPHIC
PSYCHOGRAPHIC

8. VALUE PROPOSITION STATEMENT
• CLINIC ALL CLEAR is formulated exclusively
for men, Between 15-35years.
• “Men's Scalps Differ from Women's :
try the all-new Clinic All Clear for men
for all the “confidence you need to get up close
and personal with the ladies”

9. BRAND EXTENTION
CLINIC ALL
CLEAR MEN CAC ACTIVESPORT
& HAIRFALL
DECREASE

10. BRAND ATTRIBUTES
FUN
CONFIDEN
CE
FRESHNESS
YOUTH

11. BRAND ELEMENTS
 Logos
 Slogans
 Color
 spokespeople

12. NEW FACET OF THE BRAND
 Clinic All Clear has had a face lift recently
 The colours and the typography of the bottle
containers and the sachets have changed, giving it
a new look and feel

13. PACKAGING TECHNIQUE
 The unique stylishly designed bottle along with an
easy dispensing cap.
 The eye-catching shape of the bottle is also
replicated in the sachets.
 The sachet has been so styled that it looks like a
bottle. .

14. BRAND PERSONALITY & SELF-
IMAGE
• The Brand ambassadors are chosen according to
the personality of brand as young,fresh,confident
& fun
• Adds back lost nutrients to hair to make hair
healthy and beautiful.

15. BRAND PERCEPTION
 Clinic All Clear's benefit of freedom from
dandruff, and also great looking hair…
 This brand gives its users the power to wear black

16. BRAND POSITIONING
 Baseline: No dandruff No hairfall
 Clinic all clear:“Dare to wear Black”.
 Its core positioning is no dandruff. It also stands for
confidence.
 the brand now has Vita-Ace, positioning its confidence
to higher extent that fortifies the hair against hair fall

17. RE-BRANDING OF CAC
The brand has moved from
“No Dandruff” to "Soft and Silky Hair”,
which is a major change in its positioning.

18. PRICING
rs 130 rs 72 rs 3 for
for 200 for 100 sachet
ml ml

19. PROMOTIONAL ACTIVITIES
 Tie ups with television shows and effective use of
Brand Ambassador
 Internet Advertising & website promotions
 Clinic All clear Contest Promotions
 'Clinic All Clear Dream Job' talent hunt
Campaign
 Big holding near various Malls

20. MARKET RESEARCH
QUESTIONNAIRE MODEL
1. What is your age?
2. Gender?
3. How frequently you use a shampoo?
4. Which package size you prefer?
5. Do you use antidandruff shampoo?
6. When somebody says antidandruff shampoo which
brand comes in your mind?
7. Which antidandruff shampoo you will prefer?
8. Whose advertisement you like most?

22. PREFERENCE & REASON

23. RECOMMENDATIONS FOR CAC
 CAC must use reminders to increase the brand
awareness.
 expand the impact laterally by using other media
to reinforce the TV commercials.
 the customers must be made aware of the fact
that CAC is different from Clinic Plus and is an AD
shampoo.