Exploring 4 Ps : Clinic Plus

The Clinic Plus marketing strategy analyzes the brand through a marketing mix structure that spans the 4Ps (product, price, location, promotion). There are several marketing strategies such as product innovation, pricing approach, promotion plan, etc. A business strategy based on this clinic plus a marketing mix helps brands succeed. Clinic Plus marketing strategy helps brands/companies position themselves in a competitive market and achieve business goals and objectives. 

Let us try and understand the brand’s marketing mix.

PRODUCT:

Clinic Plus is a personal care brand that provides customers with important hair care benefits such as strengthening weak hair, softening coarse hair, preventing hair damage,, and anti-dandruff shampoo. In addition to shampoos, the brand also launches oils and hair conditioners to provide customers with a complete set of hair care products. Available in 650ml, 175ml, 80ml, 340ml and 6ml, 6.5ml and 5.5ml bags.

About the product-

•  Clinic Plus Strong and Long Natural Shampoo is formulated with natural herbal extracts and milk protein and works gently from tip to root. It is a brand with less hair loss because the shampoo nourishes and strengthens the hair.
•  Clinic Plus Strong and Long Dandruff Shampoo – Anti-Dandruff Shampoo contains anti-dandruff ingredients and milk protein. Shampoo ensures reduced hair loss from tip to root, eliminates dandruff, and nourishes hair. Clinic Plus Strong and Long Health Shampoo
•  Milk protein formula minimizes hair loss while nourishing from tip to root.
•  Clinic Plus Ayurveda Care Triphala Shampoo – Contains authentic Ayurvedic ingredients such as Bibhitaki, Haritaki, and Amla (collectively Triphala). . Shampoo should be used every other day to reduce shedding, strengthen hair, and for best results. Cream Conditioner
•  Clinic Plus – Softness and Softness – Hair is slightly dry, rough, and lifeless in one shampoo.    The conditioner’s formula of almond oil and milk protein provides deep nourishment.
•  Clinic Plus Daily Hair Oil – nourishes and strengthens hair by rubbing hair oil from root to tip with coconut oil and minerals, best for hair care.
•  Clinic Plus Hair Oil Almond Gold is suitable for all hair types and its vitamin E content also makes the hair much stronger and more beautiful.

PRICE:

Clinic Plus is positioning itself as a brand that provides healthy ingredients for hair, targeting families. The company is a billion-dollar brand and has been able to successfully maintain its position in the market by maintaining reasonable and affordable prices for its products. Clinic Plus was interested in penetrating the rural market, so it adopted a penetration pricing policy and launched a sachet with a floor price to tap into its consumer base.

The haircare sector is highly competitive and several brands are collaborating with divisions to increase their consumer market share. Clinic Plus faces competition from several competing brands and has a competitive pricing policy. Maintaining product prices at price levels set by competitors to maintain consumer loyalty. The company also adopts a promotional pricing policy and offers several incentives and discounts to increase sales. This led to wholesale sales and large income.

PLACE:

Clinic Plus is represented by PanIndia and is available in both rural and urban areas of India. The company has expanded its product presence in 69 countries such as the UK, Vietnam, Indonesia, Sri Lanka, the Philippines, and Pakistan. Clinic Plus has a strong presence in the Middle East, Latin America, and Asia and has become a leading haircare brand in countries such as Bolivia, Thailand, Argentina, and Brazil. Clinic Plus has a strict distribution policy because they wanted to capture every nook and cranny of the venue. He enlisted the help of his parent company to successfully sell his products to the consumer market.

Hindustan Unilever, the owner company of Clinic Plus has a vast distribution channel that includes more than two million direct outlets. The company has thousands of stockists who work exclusively for it. Warehouses have been set up at strategic and convenient places. The stockists order the carrying and forwarding agents, who are responsible for dispatching the products from warehouses to retailers. Clinic Plus products are easily available in grocery shops, corner shops, Kirana stores, hypermarkets, convenience stores, supermarkets, and shopping malls. Products can also be ordered online from several online shopping sites.

PROMOTION:

Clinic Plus believes in good and aggressive advertising to increase its brand presence. It has created some very good advertisements that have been launched in electronic, digital, and print media via newspapers, magazines, television channels, radio, billboards, leaflets, hoardings, and sides and backs of vehicles. The brand has adopted a promotional marketing strategy and offers several incentives to increase its customer base. It gives coupons and discounts during the festive season and off-season to increase its brand awareness.

The company shares information about products, hair care, and product ingredients via its website. Packaging is an important part of a product and the company gives detailed and full information about the ingredients and other vital information in at least three languages on product packages. Under BTL marketing Clinic Plus encourages customers to take part 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 take part in its promotions. India television actor Sakshi Tanwar, Shweta Tiwari along with Aashika Bhatia has worked in its ad campaigns. It offers a scholarship of 1 million rupees and the person must fill out a promotional package and send it to the company that will later announce the list of winners.