Why do I not have long hair
Clinic Plus
Challenge:
How does Clinic Plus fight the massive inexorable “beauty brands” shampoo segment, whilst staying anchored in its health positioning?
Solution:
In view of the changing dynamics of the mother-daughter relationship – pitch the idea on the daughter’s desire of long hair vs. limitation of time in a busy mother’s life (that stopped the mom from giving it)
Results:
A whopping 2.1% market share gain in a Rs. 3000 crore market in just 6 months! 40% gains came from low cost competition brands that offered beauty benefits Consumers acknowledged new Clinic Plus’ advantage (as depicted in the brand’s Advantage and Conviction scores)
