Beruflich Dokumente
Kultur Dokumente
TECHNOLOGY (BIZTEK)
REPORT ON SUNSILK
SUBMITTED BY:
SUBMITTED TO:
10-4-2008
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ACKNOWLEDGMENT
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TABLE OF CONTENTS
CONTENTS PAGE #
2. Company Objectives. 04
4. Product 06
5. Price 11
6. Promotion 12
7. Distribution
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8. S.W.O.T Analysis
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9. Recommendations 19
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UNILEVER PAKISTAN LIMITED
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In June 2007, Unilever Overseas Holding Limited, a
wholly-owned subsidiary of Unilever PLC, UK, the ultimate
parent company, purchased all the shares held by the Punjab
government.
COMPANY OBJECTIVES
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MISSION STATEMENT
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INTRODUCTION OF THE PRODUCT
Product History:
Sunsilk was introduced in 1989 in Pakistan with three
variants related to hair types. Endorsement of a hair stylist
was the first step in building the image of the brand as a hair
care expert.
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care institutes, the need of a shampoo for oily hair was
observed and they launched a new variant of Sunsilk having
citrus extracts. All Sunsilk variants have been formulated
especially keeping in view the Pakistani consumer hair
composition and hair care needs so as to provide the
consumer with a complete range for all hair types.
Target Market:
Their main target market is females between the age
group 16-40 belonging to the two upper income classes. But
in their promotional activities, they cover the whole market
irrespective of these classes.
Competitors’ Review:
The major competitor of Sunsilk in the rural areas is Bio
Amla while in the urban areas; Sunsilk faces cutthroat
competition with P&G.
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Packaging:
The packaging design for the New Sunsilk range is
extremely exciting and has been developed by Brown Inc.
UK. The packaging makes the brand look expert and modern.
This packaging makes the brand look more contemporary
and hi-tech. It ensures more emphasis on the variants that
have already been a part of the product but never been
communicated to the customer that well. This new
packaging has clearly identified that there is a separate
product for each hair type.
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SunSilk Black Shine Shampoo with Henna & Cocoa
naturally blackens and smoothens your hair, so it
reflects shine all day everyday.
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36.36%
30.30%
12.12% 12.12%
9.09%
Pricing Objectives:
Unilever claims to practice value-based pricing in which
the customers’ perception of the product’s price provides a
starting point for developing the marketing mix of the
product. The research department determines this price
usually by using focus groups. The price of RS 3 for Sunsilk
shampoo sachets shows how the price also reflects a
concern to make the purchase more convenient, since the
rupee is denomated in this value.
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After the initial price is determined, Unilever then uses target
costing in order to achieve the required profits. With the
marketing plan now being termed as ‘Annual Contract’ the
importance of meeting the profit margin requirements has
increased. Target costing thus provides an essential tool to
manage cost effectively.
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Promotion objectives:
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Easy to manage, silky, soft hair.
Unique shampoo for every hair type.
Effectively communicate brand promise.
Advertisement objectives:
The advertisement of a product should follow the smile
approach that is:
S - Simple
M - Memorable
I - Interesting with relevant information
L - Linked to the brand
E - Emotionally involved and liked.
Advertising strategy:
A product’s particular advertising strategy also depends
on the level of competition involved with each product. For
example shampoo ads previously used to provide emotional
benefits but when P&G entered the shampoo market with it’s
shampoo Pantene, it revamped the whole situation, Pantene
ads promoted the shampoo’s functional benefits, which
greatly appealed the consumers. Unilever s seeing this trend
changed its advertising strategy for Sunsilk so that Sunsilk
advertisements also promoted the shampoo’s functional
benefits.
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Thus Unilever evaluates the product’s present position
in the market, the promotion objectives it wants to achieve
and the level of competition involved while setting the
advertising strategy for a product.
Advertising Evaluation:
Unilever also carriers out on extensive evaluation
process. Target audience rating points are used to evaluate a
product. Households are monitored in various cites to get
consumers response and feedback.
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extensive surveys. Products manager themselves have to
visit the
54.55%
33.33%
12.12%
Distribution Objective:
“To reach as many towns and villages as we can”
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They appear extremely satisfied with their channel
systems and have a good rapport with them. We feel that
this is essential since these are not too many levels, thereby
preventing channel complexity and allowing Unilever greater
control. Unilever’s statements were verified by our consumer
survey, which revealed that the retailers were very satisfied
with Unilever’s distribution system, which allowed well-
stocked shelves. This is an added advantage, since the
consumers undergo habitual buying behavior.
STRENGTHS
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The New Sunsilk Shampoo is a high quality product in
terms of hair protection.
The target market is educated, professionals and
belongs to premium and middle class.
Company totally owned, systematic distribution
network, transparent communication system.
Participative management style
Very good distribution network all over Pakistan, in all
major and small cities.
WEAKNESSES
OPPORTUNITIES
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Current capacity utilization is 80%, which can be further
broadened with the increase in demand.
Customer base is increasing with effective marketing.
Baby shampoo is another area where Unilever Brothers
can make huge gains.
Shampoo plus conditioner and anti-dandruff shampoos
are another area where Unilever brothers can earn
huge profits.
Rural areas are a large prospective market where they
can introduce Sunsilk.
THREATS
RECOMMENDATIONS
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this market. The success of Unilevers Hindustan should
be emulated, which has successfully captured the rural
market by two key strategies; firstly, by developing a
strong distribution infrastructure and secondly, by
adapting the packaging and pricing to this market.
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