MARKETING

MANAGEMENT

4 P’s of

Sunsilk

1. INDUSTRY PROFILE

Shampoo in India was derived from the Hindi word ‘Champi’ meaning hair

massage. The introduction of shampoo in India dates back to the British reign in

the country. Being a recent development the growth of shampoo or rather the

penetration levels of shampoo in the India has been commendable. The shampoo

market in India is estimated to be Rs 2,500-3,000 crore. The shampoo market is

India is categorized according to the benefits they provide. Mostly consisting of

three kinds of shampoos cosmetic, herbal and anti-dandruff, the shampoo market in

India 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 India penetration of shampoos in urban areas is almost 100%. As far as

penetration of shampoo in the rural areas is concerned it has raised by almost 18%

in the current scenario. The top shampoo brands in India include Sunsilk, Clinic

Plus, Dove and Pantene. The company that leads the shampoo market in India is

Hindustan Unilever Limited. The top three most sought after brands Sunsilk, Dove

and Clinic are produced by HUL. The company holds a 44% market share in the

Indian shampoo industry. It is said that HUL learns almost 8% of its revenue from

the sale of these products The other recent brand that has taken the Indian personal

care industry by storm is Pantene. Since its very inception the brand was a best

seller.

2.COMPANY PROFILE

Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a merger

between British soap maker Lever Brothers and Dutch margarine producer

Margarine Union. Hindustan Unilever Limited (HUL) is a subsidiary of Unilever;

one of the world’s leading suppliers of fast moving consumer goods with strong

local roots in more than 100countries across the globe with annual sales of about

€40 billion. HUL is the first foreign subsidiary to offer 10% of its equity to Indian

public. Hindustan Unilever Limited (HUL) was formed in 1933 as Lever Brothers

India Limited and came into being in 1956 as Hindustan Lever Limited through a

merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders

Ltd. It is headquartered in Mumbai, India and has an employee strength of over

15,000 employees and contributes to indirect employment of over 52,000 people.

The company was renamed in June 2007 as “Hindustan Unilever Limited”.

Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer

Goods Company, touching the lives of two out of three Indians with over 20

distinct categories in Home & Personal Care Products and Foods & Beverages.

The company’s Turnover is Rs. 17,523 crores (for the financial year 2009 - 2010).

In 2009 Unilever has about 52%shareholding in HUL. Hindustan Unilever was

recently rated among the top four companies globally in the list of “Global Top

Companies for Leaders” by a study sponsored by Hewitt Associates, in partnership

with Fortune magazine and the RBL Group. The company was ranked number one

in the Asia-Pacific region and in India.

HUL VISION

The four pillars of HUL vision set out the long term direction for the company –

where we want to go and how we are going to get there:

•work to create a better future every day

•help people feel good, look good and get more out of life with brands and services

that are good for them and good for others.

•will inspire people to take small everyday actions that can add up to a big

difference for the world.

•will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact.

HUL MISSION

To help people feel good, look good and get more out of life with brands and

services that are good for them and good for others. It is a mission HUL shares

with its parent company, Unilever.

HUL’S Purpose & Principles

Our corporate purpose states that to succeed requires "the highest standards of

corporate behavior towards everyone we work with, the communities we touch,

and the environment on which we have an impact."

Always working with integrity

Conducting our operations with integrity and with respect for the many people,

organizations and environments our business touches has always been at the heart

of our corporate responsibility.

Positive impact

We aim to make a positive impact in many ways: through our brands, our

commercial operations and relationships, through voluntary contributions, and

through the various other ways in which we engage with society.

4P’S OF SUNSILK

1. PRODUCT

Point Of Parity For an offering to achieve a point of parity on a particular attribute

or benefit, a sufficient number of customers must believe the brand is good enough

on that dimension Like others SUNSILK consists of such POPs are:1.Dream soft

& smooth2.Stunning Black Shine3.Lusciously Thick & Long4.Anti-Dandruff

Solution5.Hair Fall Solution Point of Difference (POD)With point of difference,

the brand must demonstrate clear superiority. Sunsilk’s PODs is Co-creation. They

came with this idea to grab the market and to be superior in the market. From 2009

Sunsilk started working with a number of professional hair "experts" to develop

new and improved products. Each hair issue variant links to an expert with the

relevant specialist hair knowledge.CO-CREATED BY 7 OF THE BEST HAIR

EXPERTS IN THE WORLD.

Branding Decisions:

Branding strategy is one of the most vital decisions taking by marketers. It is a

strategy, which brings lots of positive feedback for a firm.

Individual name:

Unilever follow individual name for setting brand name for their different

products, such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin

care

.Brand Elements:

Brand elements can play a number of brand building roles. Brand elements are

those trademark able devices that identify and differentiate the brand.

Branding strategy

1. Memorable: every consumers mind catches the brand name.Their marketing

programs set the brand name in consumers mind. Their short brand namesuch as:

Dove, ponds, Sunsilk etc. are easily memorable.

2. Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer

thinks about sunsilk as a product which solve their problem relating with hair.

3. Likable: From our research we found that most of the people like the brand

verbally and visually

4. Protectable: The brand name is legally and competitively protectable. The brand

retain their trade mark rights and not generic.

PRODUCT RANGE

Currently, the range consists of:♦Yellow Sunsilk with Bio Proteins from Vegetable

Extracts: Normal hair needs wholesome nourishment. New Sunsilk with Bio

Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair

strand, to nourish it leaving hair strong and beautiful.

♦Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black

shine. New Sunsilk with Melanin extracted from plants serves this purpose very

effectively. It helps in the growth and retention of the black color of hair, giving it

a rich black shine.

♦Green Sunsilk with Fruitarians Vitamins from fruit Extracts: Thin and limp hair

needs extra body and volume. New sunsilk with Fruitarians has natural extracts

from fruit that contains Vitamins. These vitamins help in giving extra body, shine

and amazing manageability to the thinning and lifeless hair.

♦Pink Sunsilk with yoghurt proteins: Dry hair needs wholesome conditioning,

extra shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of

life. Its especial ingredients moisturize each hair right to its tips leaving it shiny

and beautiful.

♦Orange Sunsilk with active nutrients from Citrus Extracts: The advanced formula

of orange Sunsilk is the result of the latest research. This shampoo is especially

designed for oily hair type that looks flat and greasy due to the excess of moisture.

New sunsilk with active ingredients from citrus extracts cleans the excess oil off

hair while its nutrients deeply penetrate each hair strand to nourish it.

Sunsilk has teamed up with seven pioneering global hair experts to bring to

Australia the world’s first co-created product range for all specific hair types.

Hailing from fashion hubs of the world – New York, London, Paris, Tokyo and

Los Angeles – the seven hand-picked hair experts have a combined 50 years’

experience working in the hair industry and were selected for their specialties after

an extensive search that lasted almost a year:

•Tom Taw (London) – Dry & damaged hair

•Teddy Charles (Paris) – Volume

•Rita Hazan (New York) – Color protection

•Yuko Yamashita (Japan) – Straight

•Ouidad (New York) – Curls

•Dr Francesca Fusco (NY) – Dandruff and Scalp issues

•Jamal Hammadi (LA) – Shine

- PRICING

HUL 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 priceof Re 1 and 2 for Sunsilk shampoo sachets shows how the price

also reflects a concern to make the purchase more convenient, since the rupee is

denoted in this value. Sunsilk is also available in Rs 45 and Rs 169 price bottles to

cater to the demands keeping in mind the wants of this particular customer

segment. The primary importance of this value-based pricing is that the product

demand wills be much higher if its price is in line with the customer’s perception

of its value. One crucial concern for value-based pricing is strict management of

cost in order to be able to make a profit at the value-based price. After the initial

price is determined, HUL then uses target costing in order to achieve the required

profits.-

-PROMOTION

•Build top of the line consumers’ awareness.

•Creating a personality of the brand. Besides having these general objectives, the

advertising objectives are set avoiding to the advertising strategy for each product,

e.g. Sunsilk advertising objectives since it was being re-launched were:

•To increase the usage.•

Conditioning benefits

.•Makes the hair appear clean and shiny.

•Imparts a feeling of freshness-due to fragrance.

•Easy to manage, silky, soft hair.

•Unique shampoo for every hair type.

Promotional strategy

to

attract women to the brand

television shows.

“Fashion”

Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six

major cities in collaboration with famous hair stylists of the country along with

erences

HUL believes that messages about product delivered by credible sources can be

very persuasive. Hence Jawed Habib who is a hair care expert endorses Sunsilk

and more value is added to the brand. Consumers relate to products itself, they can

relate to a human being who consumers believe is an expert so Jawed Habib is an

expert so is Sunsilk. Jawed Habib, a recognized and highly qualified hair stylist is

used by Sunsilk in its ads because they want to bring out an expert’s image.

PLACE

Distribution Objective:

“To reach as many towns and villages as we can”

HINDUSTAN UNILEVER has 150 distributors whose function is to sell to

wholesaler s directly. There are different distributors for different areas. They are

carefully selected and their performance is constantly evaluated. OUTLETS,

RETAILERS.