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CLINIC PLUS – THE BRAND

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Akarsh Venugopal
Akarsh Venugopal

This document outlines the brand strategy for Clinic Plus hair care products. It begins by establishing that Clinic Plus aims to strengthen the bond between mothers and daughters by nourishing daughters' hair. The brand promise is to provide hair strength through the power of nurturance. The consumer truth is that mothers want to ensure their daughter's hair and their bond remains strong despite changing times. Clinic Plus products contain milk protein, which accounts for 90% of hair composition, to strengthen and make hair resilient from root to tip. Going forward, the brand strategy is to consolidate this emotional and functional core by focusing on strengthening hair through nourishment to uphold the brand promise of building strength through nurturance.

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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 v • Brand Love Triangle: Brand Purpose Nurturance can strongly bind the diverging worlds. Human Truth I fear that I'm losing my daughter to a world so different from mine! The People We serve A progressive mother who knows in order to keep up with changing times, she needs to ally Her daughter & not to impose on her 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 Clinic Plus Product Truth
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
Measures taken to address the Reality Flowchart: Introduced HAIR FALL as an offering to combat the market reality v xx We approached it through the lens of mother & daughter 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: 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. Identify the Brand’s emotional core Arrive at a functional Proposition Consolidate & expand with CP portfolio in keeping with new direction
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 Consumer Truth Product Truth Brand Purpose
Key truth’s of Mother-Daughter Today? • Arriving on Consumer truth: Mother daughter worlds are diverging: mother changing to meet the daughter in her own world Many new sources of trouble - deteriorating world outside, out of her control zone, old control mechanisms failing Everything is happening earlier: puberty, aging etc. Mother wishing to secure 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

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CLINIC PLUS – THE BRAND

  • 1. CLINIC PLUS – THE BRAND Akarsh Venugopal
  • 2. 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.
  • 3. 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.
  • 4. 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
  • 5. 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.
  • 6. 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
  • 7. Our Product Philosophy v • Brand Love Triangle: Brand Purpose Nurturance can strongly bind the diverging worlds. Human Truth I fear that I'm losing my daughter to a world so different from mine! The People We serve A progressive mother who knows in order to keep up with changing times, she needs to ally Her daughter & not to impose on her 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 Clinic Plus Product Truth
  • 8. 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.
  • 9. 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!!
  • 11. 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
  • 12. Measures taken to address the Reality Flowchart: Introduced HAIR FALL as an offering to combat the market reality v xx We approached it through the lens of mother & daughter 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
  • 14. Our Brand Strategy A 3 step process: 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. Identify the Brand’s emotional core Arrive at a functional Proposition Consolidate & expand with CP portfolio in keeping with new direction
  • 15. 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.
  • 16. Our Brand Promise CLINIC PLUS PROVIDES HAIR STRENGTH THROUGH THE POWER OF NURTURANCE Bringing together the brand’s emotional & functional core.
  • 17. Arriving at Brand Purpose A look at each in detail Brand promise Consumer Truth Product Truth Brand Purpose
  • 18. Key truth’s of Mother-Daughter Today? • Arriving on Consumer truth: Mother daughter worlds are diverging: mother changing to meet the daughter in her own world Many new sources of trouble - deteriorating world outside, out of her control zone, old control mechanisms failing Everything is happening earlier: puberty, aging etc. Mother wishing to secure 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.
  • 19. Consumer truth I want to ensure that her hair & our bond remain remains STRONG despite the changing times.
  • 20. 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.
  • 21. Our Brand Promise Building STRENGHT through the power of NURTURANCE
  • 22. 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
  • 23. 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.
  • 24. 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