Report on Sunsilk

Shampoo

Sunsilk Shampoo
Report

MBA (5th) Semester Session 2010-2014 Page 1

S NO Topic Page No.

1. Executive Summary 04

2. Corporate Mission and Objectives 05

3. Marketing Strategy& organization structure 6-7

4. Marketing target Strategy 8-9

5. Distribution, promotion,Sunsilk product strategy 10-12

6. Branding strategy 13

7. Promotional strategy 14

8. Market Situation Analysis (PEST) 15-16

9. SWOT Analysis 16-17

10. Competitive Environment and Market Analysis 18

11. Company 18-19

12. Competitive strategy and advantages 19-20

13. Communication Tools of Sunsilk &Branding 20-22

14. Target marketing strategies 22-24

15. Target marketing strategies 24-28

16. Promotional plan 29

17. Sources 30
 Unilever Pakistan SUNSILK
Executive Summary:

Sunsilk is a brand that provides the hair care facilities. It is a brand of Unilever. It targets the
segment on women of 16 to 40 years of age having middle or upper income class. Sunsilk brand
is sold in more than 69 countries world-wide. Sunsilk was introduced in Pakistan in 1989. Its
main competitors in the market are Pantene and in rural areas Bio-Amla.

Theintroduction of shampoo in Pakistan dates back to the British reign in the country. Being
arecent progress the growth of shampoo or rather the penetration levels of shampoo inthe
Pakistan has been commendable.The shampoo market in Pakistan is estimated to be Rs 2,500-
3,000 crore. The shampoomarket is Pakistan is categorized according to the benefits they
provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the
shampoo market in Pakistan has managed to tap users of the various segments according to their
requirements and preferences.

Due to the continuous efforts of the top shampoo brands in Pakistan penetration of shampoosin
urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it
has risen by almost 18% in the current scenario.The top shampoo brands in Pakistan include
Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in Pakistan
is Unilever Pakistan Limited. The topthree most sought after brands Sunsilk, Dove and Clinic are
produced by ULP. Thecompany holds a 44% market share in the Pakistan shampoo industry. It
is said that ULP earns almost 8% of its revenue from the sale of these products The other recent
brand thathas taken the Pakistani personal care industry by storm is Pantene. Since its very
inceptionthe brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene
hasslowly and steadily managed to capture quite a large amount of the Pakistani market.Proctor
and Gamble the second top shampoo brand in Pakistan holds a market share of around 25% in
the Pakistani shampoo industry.
Corporate Mission and Objectives
Mission:
The new Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high
quality, assessment of the concept in term of its acceptability, credibility and perceived benefits
that it offers a healthy choice shampoo alternative to the targeted customer. The name of the
product shall be anchored around the motto:
“Softness Shine and Manageability of Hairs”

The mission statement of Sunsilk offers the clear guide the product market of the firm by
providing the information about the product features and also saying that it fulfill the need of the
customer and provide the high quality.

Objectives:
Neither our on nor our major competitor’s objectives are simple or clear. There are many choice
between short term and long-term profit, between growth and cash flow, between growth and
assets and growth in earning, between proportion of earning paid to shareholder as dividends or
reinvested.

It is reasonable to assume that these different objectives of different competitors predetermine

some of their strategies and tactical behavior.

1. Assess the concept of product acceptability, credibility and perceived benefits.

2. Examine consumer’s assessment of the product,in terms of product performance and
related benefits.
3. Explore consumers reaction towards packaging
4. Understanding consumers perception of quality advertisement in term of its impact

Sunsilk is one of the big names in playing the market. No one of the single firm cam attain the
name if they don’t have a proper planning, objective and purposes. The objectives are set
according to the time frame as it is mentioned earlier.

Review Corporate Progress

Balanced growth in volumes ahead of Sunsilk markets reflected continuing strong performances
in Pakistan. Progress of sun silk’s different product is reviewed after each month on the basis of
their strength and limitation analysis. The reports are also generated after each month, quarterly,
semiannually and annual basis. Different consideration are provide like impact of sale, consumer
confidence, financial costs, taxes, earning per share, restructuring and disposals, acquisitions and
cautionary statement are provided in reviewing process.
 Marketing Strategy:
Sunsilk marketing strategy basically revolved around the well known four P’s of the marketing
also known as the marketing mix. Innovations in products, reasonable price, the area where to
target the market and selecting the mode of promotion. The success of the organization highly
depended on the promotion that directed for the interest of the customer. By recognizing what
factors to improve, the marketers, entrepreneurs and owners may have different strategies to
improve their promotional or marketing strategy performances for the success of the organization
in the future

The main focus of any organization is to earn the profit but with specialized marketing activities
this would seem to be a dream. Sunsilk shampoo corporate planning is specified in term of
marketing. A lot of campaigns sunsilk did in order to maintain its share in the market. At the
very start it was focusing on the different countries and was focusing to address the hair issues.
But due to low level of advertisement its market was declining.

Then sunsilk started a new campaign in which they tried to focus the youngsters and the target
audience was also defined as single, fashion-conscious, working women who economized when
looking good. After that different campaigns like “life can’t wait”, Gang of girls etc.

Ms Sadaf Javed is the brand manager of sunsilk. She is responsible of all the marketing activities
of sunsilk in Pakistan. Under her marketing recommendation sunsilk is touching the height of the
market. There are a lot of changes occurring in the market. The first thing is the increasing the
number of different products that are substitute to the sunsilk shampoo. As the time passes the
customer want variety in one product. In response to the customer requirements sunsilk lounged
different conditioners.

A common rule in the advertising world is that, to be successful, an advertisement must capture
its target audience’s attention immediately. A potential buyer must be able to view a better and
more refined version of reality and also be able to relate to the circumstances portrayed in the
advertisement. For this reason, advertising agencies use new and creative methods to promote
their products in previously untapped markets, ranging from men’s beauty products to products
for women who don head scarves.

Recently, Pakistani firms have started catering to the more conservative segments of society. The
first product implying this evolving market trend is Sun silk’s shampoo for ‘covered hair’.
Though such products have existed in other Muslim countries such as Malaysia, Indonesia and
Egypt (introduced as Safe Hair-shampoo designed for veiled women), the Pakistani market is
comparatively new but highly accepting of this new trend, according to Fareshteh Aslam Brands
and External Communications Manager Unilever Pakistan.
Sunsilk launched its Lively Clean and Fresh shampoo for covered hair in Pakistan around two
months ago and according to Aslam, “the product has been highly successful”. The launch of this
shampoo in Ramazan proved fruitful for the brand’s image as well as the product, but Aslam
explains that it was being planned for many months. “We listen to the consumer, look at the
market pattern and then see how we can cater to the demands through our resources.” Aslam
states that this shampoo had been in the global Sunsilk market for a quite some time and was in
high demand in countries such as Indonesia. Therefore, the team thought that it was high time
that Pakistani women, who cover their head, also get a fair chance to have ‘lively and fresh’ hair.
The team that planned out the whole campaign had to be mindful of Pakistani society. Besides
thinking extensively about how to advertise the shampoo, they also had to keep in mind the basic
ground rule for advertising, which is to “respect the lifestyle of each market”.

Marketing planning and Structure of Organization:

As already mentioned in the report that sunsilk is the brand of Unilever Pakistan. The structure
of organization is focusing work specialization. Work specialization help in various ways ie it
helped in division of labor that yield a greater result in term of efficient use of employee skills
then the traditional ways. Hierarchy in Unilever Pakistan is as under

The hierarchy in functional departmentalization is as under.

In unilever Pakistan there is a decentralized structure. There is a narrow span of control and a
strong communication between different departments. There is a flexible environment in
organization.

Marketing target Strategy

A little competition can be a healthy thing. It could be also a too much costly and terrible in if
organization is not in competition in market, Particular business or product. How the
organization

Handle the competition can be a direct link to the success or failure of the organization. However
the organization have the to compete and significantly increase the chances of coming out on the
top or market place and creating the competitive edge.

Sunsilk Marketing objective.

Sunsilk increase his sale due to his Marketing strategy. Every company has primary Market
objective and that is increase of its sales. Company is made for earning profit and with help or
maximizing sales high profit and with the help or maximizing sales high profit can be achieved.

Second purpose of such strategy .Third objective of unilever company extended their
market that is resone company working whole the world. Fourth one is to be socially ethical
with the society and the customer

SUNSILK Colour Shampoo Marketing Objectives:

 Establish a strong brand image and consumer loyalty.

 The must be and easiest available sunsilk product to the target consumer
 Awareness about the uncommon the product
 Reduce the cost
 Maintain positive strong growth in starting year

Target Market:

Target market as these type of market where the customer that will purchase or for
whom you make product.

Identification
 Female gender between the age of 14 to 30
 Especially target to fashionable girls
Why they selected?
There are two reasons for selecting 14 to 30 years girls as a target market for
SUNSILK COLOR SHAMPOO.

 The people of 14 to 30 are normally age of fashion.

 This product is for all fashionable girls.

Competitors:
 Only the company, Unilever, that producing color shampoo.
 No other company is making this type of product.

Positioning:
Positioning is your product’s desire image in your target customers or what do
your customers actually think about your product.

Distinctive qualities
 SUNSILK Color Shampoo is not only a hair color shampoo but a
dandruff removing shampoo also.
 SUNSILK Color Shampoo is suitable for all types of hairs.
 SUNSILK Color Shampoo is delivering Consumer Promise

Slogan:
Slogan is tags line that company use to make its customer easy to remember its
product.

 Official SUNSILK Slogan

Because Life Can’t Wait

 Color Shampoo Slogan

Live in Colors
 Distribution
Distribution channels:

Existing distribution network is used for this product also.

Market coverage Strategy:

For SUNSILK Color shampoo “inclusive” market coverage strategy will be adopted. Every retail
store, super store and beauty salon is member of distribution network.

Distribution objective

 To reach as many towns and villages as we can.

 Unilever has 150distribution whose function is to sell wholesaler directly .they are clearly
performance is constantly evaluated.
 The distribution must be known following things.
 Know about the significance characteristics of the product.
 Place the product along with its major competitors like p&G.
 Display the sachets distinctly.
 And give the incentive to the distributors.

Promotion
 Promotional strategy

Pull strategy will be used for this product. Complete and thorough information
regarding product will transfer through advertising and other promotional
techniques.

 Marketing communications budget

High communication and advertising budget will allocate for this product.

 Public relations & publicity

Other techniques like public relations & publicity will use.

  Personal selling & sales force

Sales force will hire for promotion of this color shampoo that will visit to homes
and institutes for product demonstrations.

Method Adopted to promote e the brand name of sunsilk

 Actresses as spokespersons.

 Co- marketing.

 Many films were made exclusively for retailers like wale mart and telecast in store.

 Sponsor fashion show.

Innovation and unique strategy of unilever company implemented by sunsilk in Pakistan

 lunched the gang of girls website

 pushed on line and via TV and print

 Lots of media mention as it as a successful brand.

 More over college festival malls and multiplexes across pk.

 The registered user 100000.

Company taking the benefit of new web 2 technologies ranging from blogs to power of
social network

As far as brad is concerned plus side for sunsilk use the power of technology to position brand
successful and create following among niche users whom must have generated enough feedback
for the brand to understand demographic served

Sunsilk product strategy

Point of parity:

For an offering to achieve a point of parity on a particular attribute or benefit, sufficient

number of customers must believe the brand is good enough on the dimension like other
Sunsilk consist of such POPs are
  Dream soft and smooth
 Stunning black shine
 Lusciously thick & long
 Anti dandruff solution
 Hair fall solution

Dream soft and smooth:

Turn rough dry hair to soft smooth hair from the first wash with almond oil energizers.

Stunning black shine:

Enriched with Amla pearl energizers, it’s give deeper shiner from the first wash.

Lusciously thick and long:

Makes hair looks thicker and long with nourishing yoghurt protein energizers.

Anti dandruff shampoo:

Give total free hairs from dandruff.

Hair fall solution:

Ginseng & soya energies boost hair strength to visibly reduce hair fall due to breakages.

Point of difference:

The point of difference, the brand must demonstrate clear superiority. Sunsilk PODs is Co
Creation. They came with this idea to grab the market and to be superior in the market. Sunsilk
started working with a number of professional experts to develop new and improved products.
Sunsilk teamed up seven global hair experts bring the world’s first co created product range for
all specific hair types hailing from fashion hubs the world New York, London, Paris, Tokyo, Los
Angles.

Branding decision:

Branding strategy is one of the most vital decisions taking by marketers. It is a strategy which
brings lot of positive feedback for a firm.

Brand Elements:

Brands elements can play a number of brand building roles. Brand elements are those trademarks
able devices that identify and differentiate the brand.
 Branding strategy
Memorable: Every consumers mind catches the brands name. Their short term brand name is
easily memorable for consumers.

Meaningful: Every consumer has a clear meaning about sunsilk. Consumers think sunsilk as a
product which solve their problems relating with hair.

Likable: It is found that most of the people like the brand verbally and visually.

Protectable: The brand is legally and competitively protectable. The brand retain their trademark
rights and not generic.

Target market for sunsilk

Sunsilk target its market on the basis of consumer buying behavior, income level and purchasing
power of consumer. Quantity of the product changed according to the income and purchasing
power of buyer.

Price:

HUL claims to practice value based pricing in which the customer perception of the product
price provides a starting point for developing the marketing mix of the product. This price is
using the focus groups. Sunsilk is also available in Rs 45 & Rs 169 bottle to cater to the demands
keeping in mind the wants of this particular segment. When initial price is determined, HUL
then uses target costing in order to achieve the required profit.

Promotion:

 Build top of the line consumers awareness

 Creating personality of the brand
 Sunsilk advertising objectives since it was being re launched
 To increase the usage
 Conditioning the benefits
 Promotional strategy
 Innovative campaigns were launched to attract women to the brand
 Sponsored short films that were broadcast during popular television shows
 Media platform used
 Print media used
 Free sample distributions
 Hoardings
 Sponsorships
 Enhancement of product mix
 New product formulation to fulfill the consumer demands
 Advertising

Methods adopted to promote the brand name of sunsilk

1. Actresses as spokesperson
2. Co marketing
3. Sponsor for fashion shows

Media audience:

 Females
 High educated women’s
 Middle high income females

Advertising strategy:

A product particular strategy also depends on the level of competition involved in each product.
Unilever seeing the trend change so sunsilk advertising strategy designed according to functional
basis. Unilever evaluates the product present position in a market, the promotion objective wants
to achieve and the level of competition involved. Sunsilk has come up with the new promotional
campaign GOOD HAIR DAYS in six major cities in calibration with famous hair stylist of the
country

Advertising evaluation:

Unliver also carries out on extensive evaluation process. Targeting audience rating points are
used to evaluate a product. Households are monitored in various cities to get consumers response
and feedback. Weekly figures are presented by research departments.
Place:

Distribution objective to reach as many towns and villages as we can. Unliver in Pakistan uses a
150 distributors whose function is sell to wholesalers directly. There are different distributors for
different areas. They carefully selected and evaluated on daily basis. Sunsilk has a very good
distribution network all over the world. They have struggled hard to adopt such channels that
guarantee the perfect results regarding the placement of the product.

These distributors are given clear instructions regarding the selection of retailers and to make
sure that the retailers:

 Knows about the characteristics of the product

 Place the product along with its major competitors P & G
 Display the product distinctly
 These distributors contribute to the promotion of sunsilk by word of mouth

Outlets, Retailers

Market Situation Analysis

PEST Analysis:
Political Analysis:

Political factor has a great impact on a company’s future plans and strategies. These effect on the
ground of different functional areas like operation, cost and the main focus of the company like
assessing the need of a product.

Pakistan’s political environment is stable. Ups and downs occurs in every political environment
but as far as the Sunsilk is concerns in the boundaries of Pakistan it don’t have much impact
because it is a consumer product and it has the same effect as other rivals had and this will not
lead to Sunsilk out of business or competition.

Economical Analysis:

Economic condition of Pakistan is not much favorable as it is in the developed nations. The main
reason is the poverty level and low per capita income of people of Pakistan. That’s why Pakistan
is mainly relying on foreign aid as well as suffering from a huge burden of debt.
Social Analysis:

Pakistan is accepting a great change in its socio culture environment. As level of education
increasing the life style of people is also changing. World is becoming a global village and
information is accessible to the general public and they are now relying on quality so there life
style is changing.

Technological Analysis:

Technology plays a vital role in development of a firm. It include information technology,

innovation in production and research &development etc. While we talk about Pakistan we see
that Pakistan is not as much advanced in technology as the developed countries are but still
Pakistan is seeking new opportunities.

SWOT
Strengths:

 Brand of a well known company of the world Unilever

 Advanced technology in production
 Skilled workers
 Provide hair protection and other hair issues resolving
 Target market is well educated and well aware of product
 Higher or middle class targeted
 Distribution system is very good
 Strong research and development
 Good communication system

Weakness:

 Strong rivalry
 Alternatives are available
 Consumer is price conscious
 Strong promotional activities from competition
 Cultural appeals are not present in adds
Opportunities:

 Focusing on rural area

 Advertisement channels are increased ie internet and social networks
 Population is increasing so great number of consumer will b available
 Create market space
 Different shampoos have different benefits so providing all benefits in one shampoo

Threats:

 Economic factors in Pakistan

 Rumors in general public
 Strong competitors
 Globalization
 Smuggling

Competitive Environment and Market Analysis

While we see the competitive environment and the market we found two types of competitors.

1. Direct Competitors
2. Indirect Competitors

Direct competitors are those who are competing in term of product category these include
Pentene, Head and Shoulders etc. The direct competition is having a part of 75 % in over all
competitive environments.

Indirect competitors are those competitors that share a small number of competition. These are
basically the substitutes of the product. These include soaps and non branded shampoos. The
share of indirect competition in the market is 25%.

Core Competitor of Sunsilk:

Pentene:

Pentene is product of Proctor and Gamble Pakistan Ltd the main competing company of Unilever
Pakistan Ltd. According to a surveys of retail stores sale of pentene is more than 75% then
Sunsilk.
What company should do?

Making the company as a market leader contains different strategies. In these conditions our
responsibility is to create the mindset of the consumer. Looking the weaknesses of the competing
company and working on the basis of them by introducing and developing new innovation in
sunsilk.

As it is the general perception of the consumers that P&G products use harmful chemicals and it
may cause of hairfall and other problems with hairs. Sunsilk should work on low potency
chemicals and introduce the formulas that can save the hairs and that P&G is not producing.

Situation Analysis:

In situation analysis of sunsilk we will see the 3 Cs.

 Company
 Competitors
 Customers

Company:
Sunsilk is the brand of Unilever Pakistan. While looking at the company we see that Unilever
has different areas to work like accounting, finance, marketing and production. In production
Unilever produces food, home and personal care products. Unilever not only provide the
products but also provides the information regarding health and nutrition.

The main focus of Unilever is the one that is Customer Satisfaction. In Unilever suppliers are
considered as the partners of the organization so there is a mutual relationship between suppliers
and the company that is beneficial for both. Unilever is ruling world market with share of 70%.

Competitors Analysis:

The main competitors of the sunsilk brad are the P&G product Pantene and head and shoulders.
But other competitors are Bio Amla in rural areas only. In urban area where Sunsilk face
competition with Pantene, Sunsilk is challenger in the market because p&g product captured a
lot of market due to a great deal of advertisements. While on the other hand in rural areas Bio
Amla is just competing with that it is less costly but still Bio Amla quality is far away from
Sunsilk.
Customers Analysis:

Sunsilk has different product categories that include Sunsilk Hair Fall Solution Shampoo,
Sunsilk Dream Soft and Smooth Shampoo, Sunsilk Lusciously Thick & Long Shampoo, Sunsilk
Stunning Black Shine Shampoo, Sunsilk Damaged Hair Reconstruction Shampoo and Sunsilk
Anti-Dandruff Solution Shampoo. In Pakistan and Asian countries Sunsilk Black Shine
Shampoo demand is more than the demand of other categories. Pool of customer’s preferences is
as under.

Competitive strategy and advantages

Definition of strategic objective:

The sunsilk shampoo aims at fulfilling the needs of its target market by offering high quality
assesmement of the concept in terms of its acceptability, credibility and perceived benefits that is
prefers a healthy choice shampoo alternative to the targeted consumer. The theme of the product
shall be anchored around the motto.

Expending the total market:

Sunsilk is very sensitive to increase its market. It’s sometime very challenging for a firm to
expend its total market. Sunsilk basically wishes to increase new customer and more usage.

New customers:
Sunsilk trying to attract buyers who are unaware of the product or who are resisting it because
lack of such features. Sunsilk using market penetration strategy. New market segment strategy
and geographical expansion strategy for searching new consumer. Very attractive advertising and
other propositional activities perform a vital role in this case.
More usage:
Sunsilk recently increase the amount, level and frequency of consumption. It is also improves
packaging and redesigns the product. It offers larger package sizes and makes the product more
available. They emphasize more on marketing program, which inform the consumer about the
brand and it frequently develops the product which also spurs new uses.

Communication Tools of Sunsilk

There a number of ways to advertise both local and global brands in the market. Some of the
common means through which advertisement is done include:

 Print media
 Electronic media
 Bill boards
 Free sampling
 Advertising alliance
 Sponsorships

Print Media:
Print Media advertisement is one of the common ways of advertising. The print media including
the magazines, newspapers and brochures are relied upon a lot. In print media, the importance of
placing the advertisement plays an imperative part in increasing the sales of the product.

Electronics Media:
Electronic Media has been the major factor in determining the global success of Sunsilk. In
today’s world where an average middle class individual has access to 30 to 40 channels through
the cable minimum, he have the ability to view different types of advertisement just flipping the
channels. Thus the consumer of today is so well posted on the fact that whenever a new product
is launched, is it in the United Kingdom or in States, a consumer living in Asia would be well
aware of the features of the products and he would know who the company is targeting.
Billboards:
Billboards have become one of the most influencing ways to advertise in our world. Everyone
can see a whole advertisement like you watch on your own televisions or the type of moving and
animated type of advertisements that you can see on the billboards happen to be very much in
fashion. Sunsilk also has nearly all of its products on the billboards when either it’s launching a
new ad, coming up with price promotions or re launching any product.

Giving out free Samples:

When the new Sunsilk Black was introduced, what the company did was, to create awareness
amongst the youth they went to schools and colleges and distributed free samples of the products
and gave out little brochures which told the qualities that the product had and the proper method
of getting a black and shiny hair look.

Branding
Branding strategy firm:

The branding strategy for a firm reproduce the number and nature of common and different
brand elements applied to the different product sold by the firm. Branding strategy involves
deciding the nature of new and existing brand elements to be applied to new products.

Brand decisions:

Brand strategy is one of the important decision making by marketers. It’s a strategy which brings
much positive feedback for a firm. The first decision is whether to develop a brand name for a
product .now today branding issue a force that hardly anything goes unbranded , unilever follow
individual name for setting brand name for their different products .like sunsilk shampoo ,
ponds, fair &lovely . Unilever get a major advantage of an individual name strategies that a
company does not tie its reputation to the products .if any brand fails or appears have to low
quality the company names or images are not effect and hurt.

Brand elements:

Brand elements can play role a number of brand buildings .brand elements are those trade mark
able devices that identify and different the brand .most strong brands employ multiple brand
elements.

Market choose brand elements to build as much brand quality as possible .brand element such as
possible memorable, meaningful ,likeable ,adaptable and protectable .we describe those element
in short there are following
  Memorable ; Every consumer mind catch the brand names .the marketing program
set the brand name in consumer mind .the short brand name such as dove ,pond,
sunsilk are very easily memorable.

 Meaning-full:The meaning must clear about the product. Consumers think this
product sothe problem of hair or related with its problems’.

 Likeable Through research we find many people who like the brad verbally and
visually

 Protectable The brand name is must legally an competitively protectable.The brand

retain the trade mark rights

 Adaptable very different pack size and new formulas are easily accepted by consumer.
The brand name and product easily acceptable in the market . avoid the wrong or inferior
name.

Target Market of Sunsilk

The main target market of sunsilk is female which age between 16 to 40 and which belong to
love and middle classes .but in the promotional activities they are covering the whole market.
sunsilk target its market on the basis’s of consumer buying behavior ,income level ,and
purchasing power of people .for which quantity of product can be changed according to the there
income and purchasing power of consumer as in case of sunsilk 120ml and5ml packs are also
available which target to low income groups.

Market segmentation different needs, characteristics or behavior who might require separate
products or marketing mixes.

Step in market segmentation

 market segmentation

1 identify on the basis for segmenting the market

2 develop segment profiles

  Target market

Develop measure the segment attractiveness

Select target segment

 Market positioning

1. Develop positioning for the target segments

2. Develop a marketing mix for the each segment

Variables for segmenting consumer market

1 geo graphics segmentation;

Nation,states,regions,cities,largestdisplay store in Dhaka,medium in Chittagong,small in rajshahi

2 demographic segmentation;

Age,gender, family-size and family life cycle,income,occupation, education and

religion,race,generation and nationality.

Mostly popular and widely used bases.

3 psychographics segmentation:

Social class,lifestyle or personality characteristics

Requirements for Effective Segmentation

To be useful market segments must be:

 Measurable: size, purchasing power, and profiles can be measured. Scattered

customers difficult to be measure.

 Accessible: the effectively reached and served.

 Substantial: large or profitable enough to serve.

 Differentiable: conceptually distinguishable and respond differently to
different marketing mix elements and program.

 Actionable: Sufficient resources, marketing capabilities I.e. effective

marketing programs can be designed for attracting and serving the segments.
Staff limitation

Target Marketing: evaluate and select

The process of evaluating each market segment’s attractiveness and

selecting one or more segments to enter.

Evaluating market segments

Three factors:

 Segment size and growth: right size and growth. relative

 Segment structural attractiveness: strong competitors, substitute products,

power of buyers, powerful suppliers

 Company objectives and resources: make sense for long run objectives and
have required resources.

Target Marketing: evaluate and select

Selecting target market segments

Target marketing strategies:

 Target broadly (undifferentiated / mass marketing): ignore market segments,
go after the whole market with one offer. Coca-Cola , keep down cost

 Differentiated marketing: target several market segments and designs

separate offers for each. GM (cars for every “purse, purpose, personality”);
P&G – more total market share. Increase cost

 Concentrated (niche) marketing: large share of one or a few segments or

niches, ignored by larger competitors. limited resources, gain operating
  Economies through specialization. Porsche – sports car market, Volkswagen
– small car market.

Target Marketing: evaluate and select

Selecting target market segments

Target marketing strategies (continued):

 Micromarketing: tailor products and marketing programs to the needs and

wants of specific individuals and local customer groups.

1Local Marketing: local customer groups – cities, neighborhoods, Retailers.

Customize each store’s merchandise and promotions.

2Individual Marketing: individual customers. Dell computer.

 Marketer's success in influencing purchase behavior depends in large part on

how well they understand consumer behavior :
 Marketer's success in influencing purchase behavior depends in large part on
how well they understand consumer behavior
 FACTORS INFLUENCING CONSUMER BUYING PROCESS

 CULTURECulture Subculture Social Class Elite and Rich Upper Class

Upper Middle Class Lower Middle Lower Class

 SOCIAL:Reference group Opinion leaders Roles and status Family

Decision Making The initiator The information provider to The influencer
The decision maker The purchasing agent The consumer

 PERSONAL: PERSONAL INFLUENCES Age and Lifecycle stage

Occupation Economic Situation Personality & Self-concept LIFESTYLE
IDENTIFICATION Activities Interests Opinion

 PSYCHOLOGICAL Motivation Perception Learning Beliefs & Attitude

and behavior
  PROBLEM RECOGNITION INFORMATION SEARCHALTERNATIVE
EVALUATION POST PURCHASE EVALUATION PURCHASE
DECISION Motivation Perception Attitude Formation Integration Learning

 PROBLEM RECOGNITION : PROBLEM RECOGNITION Out of stock

Dissatisfaction New needs and wants Related products/ purchases Market
induced problem recognition New products

 INFORMATION SEARCH : INFORMATION SEARCH Personal sources

Marketer-controlled sources Public sources Personal experience

 ALTERNATIVE EVALUATION : ALTERNATIVE EVALUATION

criterion: Functional consequences Psychological consequences

 PURCHASE DECISION : PURCHASE DECISION Purchase intention

What to buy When to buy Where to buy How much money to spend Actual
Purchase

 POSTPURCHASE EVALUATION : POSTPURCHASE EVALUATION

Is important because the feedback acquired from actual use of the product
will influence the likelihood of future purchases

Marketing Mix:
Product:

Sunsilk shampoos
 Dream Soft and Smooth
 Stunning Black Shine
 Anti – Dandruff Solution
 Hair Fall Solution
 Lusciously Thick and Long

The main target market of sunsilk is females between the age of 16 to 40 years belonging to
lower and middle income groups but promotional activities cover the whole classes.

Sunsilk exist in pure competition. The major competitor of sunsilk in rural areas is BIO AMALA
and in urban areas is Head & shoulder. The Bio Amla shampoo is offer in low price so attract the
rural areas customers. In urban areas sunsilk acting market challenge with head & shoulder.
Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has capture.
Price:
Unilever claims to practice value based pricing in which customer perception of the product
price provides a starting point for the developing of product mix of the product. The sunsilk
sachets price is 3 rupees shows how the price also reflect the convenient for consumer.

Price 150 for 200ml

Place:
Sunsilk target both urban and rural areas. Unilever introduce a smaller

(100ml) for lower income groups and rural areas.

People:
Sunsilk target especially young girls and women’s age between 16to 40year.Sunsilk increase the
promotional activities and direct compete with competitor.

Packaging:
The packaging design for new sunsilk range is exciting and makes the brand look modern and
contemporary. This new range has clearly identified there is a separate product for each hair
type.
Sunsilk Softening Anti- Dandruff Shampoo:

Sunsilk black shine shampoo

Sunsilk long and strong shampoo

Sunsilk soft touch shampoo

 Promotional plan
Sunsilk advertising objectives since it was being re-launched were:

 To increase the usage

 Conditioning benefits
 Makes the hair clean and shiny
 Feeling of freshness
 Unique range for every hair type

Unilever believes that message about product delivered source must be persuasive. Nabila is
recognized and high qualified hair stylist is used by sunsilk in its ads because they want to
bring out an expert image. Sunsilk held an event in 6 big cities in Pakistan collaboration of
famous hair stylist.

Advertising activity:
Internet, TV, Fashion Magazine, bill boards etc.

Direct Marketing activity:

Catalog marketing will be used, direct mail also considerable.

Online Marketing:
Unilever website used to provide online purchase facility.

Events Activity:
Different fashion shows and hair treatment programs held for create the awareness for
product. Hair stylist makes effective promotion activities.
 Sources:

http://www.unilever.pk/aboutus/introductiontounilever/

http://www.unilever.pk/aboutus/introductiontounilever/UPLfoofs/default.aspx

http://download-reports.blogspot.com/2009/10/report-on-strategic-management-of.html

http://www.ukessays.com/essays/business/unilever-swot-and-pestle-analysis.php

http://www.codewit.com/Pestel_Analysis.pdf

http://www.scribd.com/doc/62676330/57150749-Sun-Silk

http://www.marketwire.com/press-release/unilever-announces-final-results-nyse-ul-1748595.htm

www.unilever.com/ourcompany/investorcentre/results/quarterlyresults/default.a
sp
http://itunes.apple.com/us/app/unilever-investor-centre-
app/id483403509?mt=8&;ign-mpt=uo%3D4
http://www.rns-pdf.londonstockexchange.com/rns/1433W_1-2013-1-22.pdf
http://www.awaztoday.com/News_Evolving-advertising_3_12499_Showbiz-News.aspx