Proposal for marketing plan of Clinic Plus

We propose to work on marketing plan for Clinic Plus, a product from hair care
segment of Hindustan Unilever Limited.
Brief background of the product:
HUL is an Indian consumer goods company head quartered in Mumbai,
Maharashtra. It is mainly into food, beverages, cleaning agents and personal care
products.
The key products of HUL in hair care segment are dove and clinic plus with 4.3%
and 4.8% by value, respectively. Clinic Plus has seen a drop in its relative market
share from 6.4% to 4.8%. This marketing plan will analyse the reasons for the
decline in its market share and will propose a feasible plan to regain the lost
ground.
Market Scope:
Geographical scope: India
Market: Retail market sales
In the hair care segment we will be considering only shampoos.
Market overview
The market size of hair care products in in terms of retail value sales is nearly
around INR 176 billion in 2015. It is expected to grow at a CAGR (Compounded
Annual Growth Rate) of 8% and is expected to reach INR 262 billion by 2020. HUL
is the leader in hair care with nearly 16% of the market share followed by Dabur
India Ltd. (10.1%) and Marico Ltd (9.8%).
Competitors
As a product in hair care segment, Clinic Plus (Hindustan Unilever) mainly faces
competition from Dabur (Dabur India Ltd.), Parachute (Marico Ltd.), Loreal
excellence (Loreal India Pvt. Limited) and Head & Shoulders (Proctor and
Gamble).
References
[1] Hair care in India, Euromonitor International May 2016
[2] Hindutan Unilever Ltd. Website: https://www.hul.co.in
Group members: Group 10
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Shubhendu Prakash Tiwari (B16051)

Balanagu Yaswanth Kumar (B16014)
Vikhyat Kansal (B16059)
Vrinda Popli (B16060)
Abhijeet Mishra (B16002)