CLINIC PLUS – THE BRAND

Akarsh Venugopal
 Who are “WE”?
• We are a friend the mother & the daughter,
bringing them closer in a bond of health &
nurturance.
• We care for you, just the way a mother cares for her
child. We look out for you & nurture you in all
possible ways.
• Hair should only be nourished, strong & resilient.
We promise to protect & Nourish it under all odds.
 Who are “WE”?
Our Mission:
• Clinic Plus creates moments that bridge the diverging
worlds of mother & daughter, by not just Strengthening
hair but strengthening the bond as well.

Our Roots:
• Pioneering in graduating the masse to better formats &
solutions.
• Mother Daughter brand.
• Value Maximization.
 Our Target- Our New Mother
• Progressive: “My daughter asks if she can try new
hairstyles. I don’t stop her. Because in today’s age.
Its not nice to be always simple” – Archana,
Mumbai.
• Positive & Optimistic: “ We should not restrict. They
should be well informed and know the outside
world.” – Smita, Saharanpur
• Warm & friendly, yet in control of every situation:
“ My daughter shares things with me. But at times,
she wants to iron her hair twice or thrice a week
which i don’t allow because it spoils her hair. Once a
month is acceptable” – Preeti, Chennai
 Our New Daughter
• Full Of Verve: “My daughter is quite active. Learn
very fast. Pick up fashion tips friends & TV’s
quickly”- Deepali, Mumbai
• Eager to embrace life: “ She asked for a mobile
..wants to listen to music on it. Her friend Has one”
– Pragya, Chennai
• Wants to Explore: “Keeps asking when will we go
for holidays. I tell her to study right now. She starts
planning in advance. She has many dreams”-
Jasmeeta, Delhi
• Stepping into her individuality: “She makes
purchases of her own choice, not mine” –
Sulochana, Lucknow.
 Understanding our product Philosophy
• Human Truth: I fear that I'm losing my daughter to a world
so different from mine!

PRODUCT
TRUTH

Clinic Plus provides a range of

New age solutions which nourish
Hair with Milk Protein – Protein
Being 90% of hair constitution – thereby
strengthening & making hair more resilient
from root to tip
 Our Product Philosophy
• Brand Love Triangle:

Brand Purpose

Nurturance can strongly bind

the diverging worlds.

The People We serve

A progressive mother who
Product
knows in order to keep up
Truth
with changing times,
Clinic Plus she needs to ally
provides a range of Her daughter Human Truth
New age solutions which nourish & not to I fear that I'm losing my
Hair with Milk Protein – Protein impose on daughter to a world so
v constitution –
Being 90% of hair different from mine!
her
thereby strengthening & making hair
more resilient from root to tip
 Our Product Philosophy
• Functional Benefit: Nourishes to build hair strength &
resilience
• Emotional Benefit: Strengthens the bond between mother
& daughter by alleviating the mother’s worries & allowing
the daughter the freedom with her hair.
• Brand Personality: Progressive nurturer, Discerning, caring,
Trustworthy & Unpretentious. Always in control of
situation.
• Brand Discriminator: Only Clinic Plus strengthens the bond
between mother & daughter plus their hair.
• Ambition for USLP: Change the orders by making daughter
the advantage.
• Brand Idea Communication: Worlds apart, yet strongly
bonded.
 We Celebrate Motherhood!

As for daughter we Understand her pre teen anxiety & need to do things
on her own. The mother on other hand balances the role of being a
friend of her daughter & keeping a strong hold on her in case she went
astray. We help the mother keep the balance, making her bond with her
daughter only stronger!!
Current Reality??
 Our Brand Reality
• Clinic Plus rapidly losing share to premium equities that
were promising the ‘superior’ functionality of a solution to
hair fall

• The brand also lacked modernity & aspiration Especially

with Dove and Pantene ( anti-hair fall) attainable through
their LCS offering
x
Measures taken to address the Reality
Flowchart:
Introduced HAIR FALL as an offering to
combat the market reality

We approached it through the lens

of mother & daughter
v so as to
make sure that it remains true to
brand image

We also FIXED IMAGERY by contemporizing

mother-daughter dynamics and
strengthening the beauty coding
Moving Forward...
 Our Brand Strategy
A 3 step process:
Consolidate &
Identify the Brand’s Arrive at a
expand with CP
emotional core functional portfolio in keeping
Proposition with new direction

Step1: Recognize the unique & rich clinic plus association that
consumers warms up to.
Step2: Identify a functional differentiator that fits with clinic
plus brand association.
Step3: Take forward the new essence into brand architecture.
 Emotional Core & Functional Core

Like Clinic Plus has done over the years , it will continue to
play an ally to mother, helping her play role of a nurturer
to her child
Strength is one of main benefits of
nurturance.

Clinic Plus is historically considered to

contain “Milk Protein” which
STRENGHTENS hair.
 Our Brand Promise

CLINIC PLUS PROVIDES

HAIR STRENGTH

THROUGH THE POWER OF

NURTURANCE

Bringing together the brand’s emotional & functional

core.
 Arriving at Brand Purpose
A look at each in detail

Brand
promise

Brand
Product Consumer Purpose
Truth Truth
 Key truth’s of Mother-Daughter Today?
• Arriving on Consumer truth:

Mother daughter worlds Many new sources of

are diverging: mother
changing to meet the
daughter in her own world
trouble - deteriorating
world outside, out of her
control zone, old control
mechanisms failing

Everything is happening Mother wishing to secure

earlier: puberty, aging etc. her child’s future without
compromising on today.

All these realities reveal one thing: Mother is concerned about increasing
distance & decreasing control over daughter.

Keeps looking for solution which could bridge this Gap & allows her to take
care of her daughter the way she would like to.
 Consumer truth

I want to ensure that her hair

& our bond remain remains
STRONG despite the changing
times.
 Identifying the Product Truth
Promise of daughter’s hair & bond
with you remains strong during
changing times.

Clinic Plus provides a range of

new age solutions which nourish
hair with Milk Protein – That
accounts for 90% hair
constitution – thereby
STRENGHTENING & making hair
resilient from root to tip.
 Our Brand Promise

Building STRENGHT
through the power
of NURTURANCE
 Which Benefits our Brand can offer ?
• Immediate Benefit:
- Long
- Strong
- Hair fall
- Damage free

• Benefits In Scope:
- Dandruff free
- Smooth & Silky
- Thick
- Voluminous
- Straighter hair
 Product Story for our Architectural Framework?

Protein accounts for 90% of hair

constitution

Different protein requirements at the

root, along the length & tips

Nurturing solution which boost protein at

each section of hair DNA, thus
strengthening hair.
 Scope for Our Brand!!

BRAND PROMISE:
Building strength
through the power of
nurturance

THEORY OF ACTION:
Strengthening Hair
Through Nourishment

INGREDIENTS:
Apart from protein,
nourishing ingredients
allows use of natural +
science, to suit market
THANK YOU