Clinic Plus Marketing Strategy & Marketing Mix (4Ps)
Published by MBA Skool Team, Last Updated: February 06, 2021
Marketing Strategy of Clinic Plus analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Clinic Plus marketing mix, help the brand succeed in the market.
Clinic Plus marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Clinic Plus Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Clinic Plus marketing strategy can be explained as follows:
Clinic Plus is a leading hair care and shampoo brand from Unilever. It has a diverse product range as a part of its marketing mix product portfolio with different hair-care products like shampoos, hair oils, conditioners, serums, etc. Clinic Plus offers products and solutions for different hair types like dry hair, rough hair, weak hair, those suffering from hair breakage, dandruff-prone hair, normal hair, oily hair, etc. Its product range was mainly focused on shampoos and conditioners but recently it has also launched its hair oil hence covering all the different types of hair care products. It offers its products in different packages and quantities, available in bottles of 80 ml, 175 ml, 340 ml and 650 ml. It also offers various sizes in sachets. Most of its hair-care products have milk protein and claim to reduce hair fall
Image: company website
Clinic Plus Price/Pricing Strategy:
Below is the pricing strategy in Clinic Plus marketing strategy:
Clinic Plus is very competitively priced as the industry is segregated with many different products and companies with new products and innovations almost regularly coming in.
It is priced to be a mass-market product and is very nominally priced with shampoos priced as low as Rs.75 for a 175 ml bottle and also offers sachets to capture the lower strata of the economy who studies have indicated prefer to buy sachets and bottles in lower quantities. As a company, it tries to reach all regions of the country including rural India and hence adopts penetration pricing via its sachets offering shampoos at the lowest price points. Promotional pricing is used by the brand i.e. Clinic Plus also regularly offers discounts and sales periods to increase their overall sales. It is offered in special discounts at various hyper-markets like big bazaar and bigbasket.com, etc.
Following is the distribution strategy in the Clinic Plus marketing mix:
Clinic Plus’ target being the majority of Indians it is present in most parts of India including the rural and urban India, being a pan-India company. Its distribution network is robust being part of the HUL group who are known for their timely distribution and robust replenishment. Clinic Plus has a strong presence in many different countries like Argentina, Bolivia, Brazil, Thailand, The Middle-Eastern countries, Sri Lanka, Indonesia, Philippines, UK, Pakistan, etc. Its network is especially strong in the Asian and Middle-eastern countries. Being part of the HUL group it has the advantage of having its vast network of distributors at its disposal.
HUL has around 20 Lakhs direct outlets reaching every corner of India.
Clinic Plus Promotion & Advertising Strategy:
The promotional and advertising strategy in the Clinic Plus marketing strategy is as follows:
Clinic Plus does rigorous promotion and uses an intensive promotional strategy to reach its wide target audience. It uses both traditional mass media like Television ads, Print ads in newspapers, magazines, etc. as well as unconventional media channels like social media campaigns on Facebook, Youtube, Twitter, etc. It also uses brand ambassadors and celebrity campaigns to promote its brand in India and other countries. Below-the-line marketing is also used by Clinic Plus to increase its brand outreach with customer engagement programmes encouraging them to take part in events and contests. Occasionally, it also offers free samples of newer with other best selling products to increase product awareness. It uses differential advertisement taglines to connect with their target audience like in their recent advertisement they used the tagline of "Majboot bal. Majboot rishte. Bina Uljhan." Hence this completes the marketing mix of Clinic Plus.
About Clinic Plus:
Clinic Plus was started 25 years ago as a part of the vast Hindustan Unilever Group. It was started as a shampoo company with the aim to providing nourishment and proper care for hair of women across the country. It had its main focus in reducing hair fall when it started off as a company. Hindustan Unilever its parent company is one of the biggest FMCG companies in India.
It has its brands in various different segments be it Foods, Home care, Personal Care, Water purifiers, etc. HUL is a subsidiary itself of the Unilever Company of British-Dutch origins, started in 1933 and is one of the largest in the market all across the world.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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