CLEAR SHAMPOO

Group members:ANAS SHAKEELFAHAD ULLAHANNAM BASIT

Direct Competitors:

Head&Shoulders, 19%

Clear, 7%

Sunsilk; 26.00%Pantene; 15.00%

Lifebuoy; 15.00%

Bio-amla; 10.00%Market share of shampoos

Indirect CompetitorsSoapOil Hair Saloon productsColorants Conditioners

Segmentation:On the basis of LSM

Target Market:Consists of approx 80 million peopleMiddle Class and Upper Middle Class

Positioning:An anti-dandruff product

Focused on scalp therapy and nourishmentRepositioned from pure antidandruff to rehabilitation of scalp

“For young men & women Clear is an antidandruff shampoo that fights against dandruff and nourishes your scalp to give you strong and beautiful hair so that you feel

attractive, confident and ready to boldly engage the world.”Tagline:

“Nothing To Hide”

Age 18-30Gender Male Female

LSM 5 - 7

1. Hot running water 2. Fridge/freezer 3. Microwave oven 4. Flush toilet in house or on plot 5. VCR in household 6. Vacuum cleaner/floor polisher 7. Have a washing machine 8. Have a computer at home 9. Have an electric stove 10. Have TV set(s) 11. Have a tumble dryer 12. Have a Telkom telephone 13. Hi-fi or music center 14. Built-in kitchen sink 15. Home security service

16. Have a deep freeze 17. Water in home or on stand 18. Have MNet and/or DStv 19. Have a dishwasher 20. Metropolitan dweller 21. Have a sewing machine 22. DVD player 23. House/cluster/ town house 24. 1/more motor vehicles 25. No domestic worker 26. No cell phone in household27. 1 Cell phone in household 28. None or only one radio

LSM (Living Standards Measurement)In the LSMs at all the population is divided into ten groups, from 1 being the lowest to 10

being the highest. The LSMs are calculated using 29 variables taken directly from the SAARF All Media and Products Survey (AMPS®).The full list of AMPS 2004 LSM descriptors are as

follows:

Products:

PRICE VALUE BASED PRICING

Pricing Objective:Product Quality Leadership

Pricing Strategies:1. They study market dynamics 2. Analyzing the resources needed for setting the price.3. Gross margin to be achieved4. Set the final price

Maximum price charged depends upon the Gross Margin MissionFollows value based pricing strategy

Distribution Channels:Indirect Distribution

Follows Route to Market (RTMs)General Trade Key Accounts Modern Trades

Distributers in Pakistan (450)

Distributers in karachi (7)

1800 shops (twice a week)

Wholesellers (2000)

shops (7000)

• PLACERoute to Market

General Trade

Distributor

Retailer

Consumer

Wholeseller

Retailer

Consumer

Key Accounts

Consumer

Modern Trade

Wholeseller

Retailer

Consumer

Promtions:Print Media

TV CommercialsElectronic and Social Media

Road DisplaysEvents and Sponsorships:Pakistan Idol – primary sponsor Google Outreach and Innovation Program

Celebrity Endorsements:

Clear For Her – Scalp Nourishment

(TAGLINE: 99% of hair’s natural strength and beauty starts at the scalp)

CLEAR FOR HIM –ANTI DANDRUFF

(TAGLINE: DANDRUFF WONT COME BACK)

CLEAR CELEBRITY ENDORSEMENT – VIRAT & ANUSHKA

CLEAR EVENTS – PAKISTAN IDOL

SWOT ANALYSIS

Strengths:• Strong distribution network having updated shop level data for Clear.• Ability to produce locally providing a cost advantage• CLEAR has partnered with the world’s leading dermatologists from the International Academy of Dermatology

(IACD) to bring the first ever patented scalp nutrient technology –New CLEAR with Nutrium 10 to its consumers.• Available in 5 different variants for different types of hair needs.• Clear brand available in over 14 countries worldwide.• Clear is the only brand that offers specially formulated Anti dandruff shampoo for men.• Celebrity endorsements and ambassadors.

Weaknesses:• Focus only in the anti-dandruff shampoo segment, no variants available for normal shampoo usage.• Low market share even in the anti-dandruff segment as compared to competitors like Head & Shoulders.

Opportunities:• 25% of the market do not shampoo so a huge opportunity lies to capture them.• 41% of the market use Clear on an occasional basis whenever dandruff appears opportunity lies to convert it

into a daily used product.

Threats:• Highly competitive market having many players with similar offerings and competitive rates.• Cannibalizing other Unilever’s brand shares like Sunsilk antidandruff shampoo.

Recommendations and Future Considerations

1. Increasing its brand awareness in the shampoo segment by not remaining an antidandruff shampoo only

HOW TO DO IT?• differentiate itself from Head&Shoulders• For Males, position itself differently from the Head & Shoulders and would sort of

create a Blue Ocean for itself. • The potential for growth in terms of consumption is very high and Clear can create

awareness about the product in male population. • Clear can capitalize on providing a solution to nourished such damaged hair which

can help increase the consumption for the antidandruff and scalp nourishing shampoo in general.

2. Implementing blue ocean strategy completely HOW TO DO IT?• Clear find a blue ocean for itself in an uncompetitive market space• Clear should introduce Anti Dandruff Hair Oil that fights dandruff and strengthens

hair from scalp, as a brand extension.