Marketing Mix of Clinic Plus and 4Ps (Updated 2023)

The Marketing mix of Clinic Plus analyses the 4Ps of Clinic Plus, including the Product, Price, Place, and Promotions. Clinic Plus is one of the largest-selling brands in India and occupies a large chunk of the market share. It is associated with the FMCG industry and deals in personal care brands. It was introduced in Indian markets in 1971 and has created a niche place for itself since then. The brand faces severe competition in the haircare segment from the following rival brands-

• Sunsilk
• Chic Shampoo
• Rejoice Shampoo
• Dove Shampoo
• Himalaya
• Pantene
• Garnier

About Clinic Plus

• Type: Shampoo brand
• Industry: Personal care
• Founded: 1990
• Founders: Hindustan Unilever Limited
• Headquarters: Mumbai, India
• Area served: India and over ten countries
• Current CEO: Sanjiv Mehta
• Number of employees: 10,000+
• Major products: Shampoos, conditioners, hair oil, hair masks

Clinic Plus Product Strategy

Clinic Plus is a famous brand of hair care products, primarily known for its shampoos and conditioners. However, the specific product mix of Clinic Plus may vary by personal care brand, region, and over time.

The new Product Mix of Clinic Plus in 2023 is as follows (Source).

1. Shampoos: Clinic Plus offers a variety of shampoos designed to address different hair care needs, including options for daily use, dandruff control, hair fall prevention, and more. These shampoos are formulated to cleanse the hair and scalp while maintaining hair health.
2. Conditioners: Besides shampoos, Clinic Plus may offer a range of hair conditioners. Conditioners are designed to moisturize and soften the hair, making it more manageable and less prone to damage.
3. 2-in-1 Shampoo and Conditioner: Some variants of Clinic Plus shampoos may combine the benefits of both shampoo and conditioner in one product, offering convenience for those looking to simplify their hair care routine.
4. Hair Oils: Clinic Plus may also have hair oil products, typically used for deep conditioning and nourishing the hair and scalp. These oils can help improve hair texture and reduce hair fall.
5. Hair Creams or Serums: Some Clinic Plus products may include hair creams or serums designed to provide additional care and styling benefits, such as frizz control, shine enhancement, or heat protection.

Please note that product offerings and formulations can change over time, and new products may have been introduced since my last update. I recommend visiting their official website or checking with a retailer that carries their products in your region to get the most up-to-date information on Clinic Plus products.

Clinic Plus Place Strategy

Clinic Plus has a Pan-India presence is available in rural and urban parts of India. The company has spread its product presence in sixty-nine countries: the United Kingdom, Vietnam, Indonesia, Sri Lanka, Philippines, and Pakistan. Clinic Plus has the most substantial presence in the Middle East, Latin America, and Asia. It has become the number-one haircare brand in Bolivia, Thailand, Argentina, and Brazil.

Clinic Plus, a brand specializing in hair care products, typically employs a place strategy to ensure its products are readily available to its target audience. Here are five critical elements of Clinic Plus’ place strategy:

1. Extensive Distribution Network: Clinic Plus products are strategically distributed through an extensive network of retailers, including supermarkets, pharmacies, convenience stores, and online marketplaces. This widespread presence ensures that consumers can easily find and purchase hair care products in various locations.
2. Global Reach: Clinic Plus has a global presence, making its products available in numerous countries and regions and allowing the brand to cater to a diverse customer base with varying hair care needs and preferences.
3. Strategic Shelf Placement: Clinic Plus products are often strategically placed in retail stores’ dedicated hair care or personal care sections. This strategic positioning enhances product visibility and accessibility, making it convenient for customers to locate and select their preferred items.
4. E-commerce Presence: Clinic Plus maintains a robust online presence through its official website and partnerships with e-commerce platforms. This digital presence allows customers to purchase products directly and provides information, recommendations, and user reviews to assist online shoppers.
5. Marketing and Advertising Support: Clinic Plus utilizes marketing and advertising campaigns across various media channels to promote its products and drive consumers to physical retail locations and online stores. These efforts contribute to a strong brand presence and customer awareness in the market.

Combining these strategies, Clinic Plus aims to ensure that its hair care products are accessible to a wide range of consumers, whether they prefer in-store shopping or online convenience, ultimately strengthening its market position in the competitive hair care industry.

Clinic Plus Pricing Strategy

Clinic Plus has targeted families as its target customers and positioned itself as a brand offering do-good ingredients necessary for haircare. The parent company is a billion-dollar brand and has successfully held its position in the market by keeping its product prices reasonable and affordable.

Clinic Plus was interested in penetrating rural markets, adopted a penetration pricing policy, and launched sachets of minimum prices to tap the consumer base.

The haircare sector is very competitive, with several brands working neck-to-neck to increase their consumer market share. Clinic Plus faces competition from rival brands and has adopted a competitive pricing policy. To retain its consumer loyalty, it has kept product prices at par with the prices set up by competitors. The company has also adopted a promotional pricing policy and offers several incentives and discounts to increase its sales figures. It has resulted in bulk sales and more significant revenues.

Clinic Plus employs a well-defined pricing strategy that aligns with its market positioning and the competitive landscape within the hair care industry. Here’s an analysis of Clinic Plus’ pricing strategy:

1. Value-Based Pricing: Clinic Plus adopts a value-based pricing strategy, positioning its products as affordable and accessible to many consumers. This approach emphasizes the value and benefits of using Clinic Plus hair care products, making them an attractive choice for budget-conscious shoppers.
2. Market Segmentation: Recognizing the diverse needs of its customer base, Clinic Plus offers a range of products at different price points. This segmentation allows them to cater to various consumer preferences and hair care requirements. For instance, they may have lower-priced essential shampoos and higher-priced specialty products for specific hair concerns.
3. Competitive Pricing: In a highly competitive hair care market, Clinic Plus carefully monitors the pricing strategies of its competitors. They aim to stay competitive by adjusting their prices as needed while ensuring their products remain cost-effective compared to similar offerings from rival brands.
4. Promotional Pricing: Clinic Plus frequently runs promotional campaigns and offers product discounts. These promotions can include “buy one, get one free” deals or bundle offers, enticing customers to purchase multiple products, or stock up during sales events.
5. Psychological Pricing: Clinic Plus may use psychological pricing techniques, such as pricing products just below round numbers (e.g., $2.99 instead of $3.00), to create the perception of lower prices and encourage purchase.
6. Premium Pricing for Specialized Products: While Clinic Plus is known for its affordability, it may introduce premium-priced products with specialized formulas or added benefits. This allows them to cater to consumers willing to pay more for specific hair care solutions while maintaining their reputation for budget-friendly options.
7. Dynamic Pricing: In response to market dynamics and changing consumer preferences, Clinic Plus may implement dynamic pricing strategies, adjusting prices based on demand, seasonality, or other factors to optimize revenue.

Clinic Plus Promotion Strategy

Clinic Plus believes in good and aggressive advertising to increase its brand presence. It has created excellent advertisements launched in electronic, digital, and print media via newspapers, magazines, television channels, radio, billboards, leaflets, hoardings, and sides and backs of vehicles.

The hair care brand also has adopted a promotional marketing strategy and offers several incentives to increase its customer base. It gives coupons and discounts during the festive and off-season to increase its brand awareness. The company shares information about products, hair care, and ingredients via its website.

Packaging is an integral part of a product, and the company gives detailed and complete information about the ingredients and other vital information in at least three languages on product packages. Under BTL marketing, Clinic Plus encourages customers to participate in its events held at large gatherings to increase brand visibility. At such events, free samples are distributed so that the customers become more aware of the brand.

Clinic Plus recognizes the power of celebrity campaigns and has roped in famous personalities to participate in its promotions. India television actors Sakshi Tanwar, Shweta Tiwari, and Bhatia have in their ad campaigns. It offers scholarships of one lakh rupees, and an individual has to fill out the promo pack and send it to the company, which later announces the list of winners.

Some Recent Video ads and Print ads for Clinic Plus are:

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