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Great Marketing Stories

Great Marketing Stories

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Publicado porkrkreddy99
the greatest marketing stories on the business world and sucess and failure , ups and downs in the business cycles
the greatest marketing stories on the business world and sucess and failure , ups and downs in the business cycles

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Published by: krkreddy99 on Sep 10, 2010
Direitos Autorais:Attribution Non-commercial


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Brand: Clinic All Clear

Agency : Lowe

Baseline: No dandruff No hairfall

Indian Shampoo market is estimated to be worth Rs1200 crore and is hotting up
like anything.

This market has long been HLL fort and with a market share of around 55-60%,
HLL was the king. The major brands being Clinic Plus - Positioned as family
health brand

Clinic All clear -positioned as anti-dandruff

Sunsilk-- positioned as conditioner shampoo.

With P&G getting aggressive in the Indian FMCG market which is estimated to be
around Rs 50000 crore with aggressive product launches and price wars, we are
now seeing marketing in practice.

Globally P&G has been the market leader in the haircare segment. In India it was
not able to replicate its marketing success. Having a share of only 15-20 %, P&G
is now concentrating on building the market share and HLL is feeling the heat.

Hll has been working on the best selling Clinic Plus brand with lot of noise in the
media. From Shah Rukh to Shahid, the brand was promoted by film stars. Hll
also gave a regional touch by roping in Madhavan for the south as its brand

But in the Anti dandruff segment, P&G 's Head & Shoulders was the leader with a
market share of 35-36% followed by the brands of HLL. HLL having sensed that
more growth is in the Anti-dandruff market has launched Clinic All Clear with a
variant "Hairfall Defense" with a new packaging and positioned on twin benefit of
Less hairfall and no dandruff.

HLL also roped in Bipasha and John Abraham to endorse the brand with the
communication executed with perfection by Lowe

The communication was followed with a 360 degree brand building exercise with
presence in the Web, contest in association with Contests2win.com and events
featuring brand ambassadors. Hll has also relaunched a beautiful site for the
brand www.clinicallclear.com which was designed to catch the young with lot of
games and forums.

HLL has put their marketing power behind the brand and expects it to deliver
and I feel that it will.

Labels: branding, FMCG, personal care, shampoo


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