sunsilk vs h&s
TRANSCRIPT
In The Name Of ALLAH
PROJECT ON FMCG’S
V/S
INTRODUCTION TO
INTRODUCTION TO UNILEVER
160 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.
With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways
INTRODUCTION TO UNILEVER
Although Unilever wasn't formed until 1930, the companies that joined forces to create the business we know today were already well established before the start of the 20th century.
Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials.
BRAND PORTFOLIO
Their brand portfolio has made them leaders in every field in which they work. It ranges from much-loved world favourites including Lipton, Knorr, SunSilk, Dove and Omo, to trusted local brands such as Blue Band and Suave.
UNILEVER’S MISSION
Their mission is to add Vitality to life. “We meet everyday needs for nutrition,
hygiene and personal care with brands that help people feel good, look good, and get more out of life”.
UNILEVER’S STRATEGIC PRIORITIES
Personal Care Developing & Emerging Markets Vitality
LEVER BROTHERS PAKISTAN LIMITED
LBPL, the largest consumer goods producing company in Pakistan
Incorporated here in 1948 Started building their factory at Rahim Yar Khan Inaugurated formally in 1951 by the Governor General
of Pakistan.
INTRODUCTION TO
PRODUCT HISTORY
It was launched in 1954 in the United Kingdom.
By 1959, it was available in eighteen different countries worldwide.
Currently, Sunsilk products are available in over 50 countries throughout Asia, The Middle East, North Africa and , where is known as Sedal.
In Brazil, this brand is known as Seda. In Turkey the brand is sold under the name Elidor.
PRODUCT HISTORY Sunsilk was introduced in 1989 in Pakistan with three
variants related to hair types. With the competition from local and multinational
companies due to rationalization of excise duties, Sunsilk has not been able to gain the desired share in the market.
To strengthen the brand, LBPL decided to re-launch Sunsilk with a premium range consisting of four variants in January 2000.
In 2001, due to the constant research of their affiliated hair care institutes, the need of a shampoo for oily hair was observed and they launched a new variant of Sunsilk having citrus extracts.
IT AIMS AT (MISSION STATEMENT)
The Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto.
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.
COMPETITOR’S REVIEW
In urban areas, Sunsilk is acting as a market challenger
against P&G. Sunsilk has got the advantage of keeping their prices lower than P&G shampoos but P&G has captured a bigger share of the market due to its intense promotional activities.
RANGE CONSISTS OF
Yellow Sunsilk with Bio Proteins from Vegetable Extracts.
Black Sunsilk with Melanin from Plant Extracts.
Green Sunsilk with Fruitamins Vitamins from fruit Extracts.
Pink Sunsilk with essential Oils from Flower Extracts.
Orange Sunsilk with active nutrients from Citrus Extracts.
THE NEW COLLECTION
Anti-Dandruff
Hair Fall Solution
Thick and Long Soft and Smooth
Black Shine
INGREDIENTS OF SUNSILK
The ingredients used in Sunsilk Shampoo are:
Sodium Lauryl Ether Sulphate GHTC (Conditioner) Fragrance Heena Lotus Extracts
INTRODUCTION TO
INTRODUCTION TO PROCTER & GAMBLE
In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker.
Their joint venture started one of the most influential companies in all American industry.
The company's first product was Ivory soap, introduced in 1879.
Several products were developed during the time period when William Procter's son, William Alexander Procter, took over the company (1890-1907).
Began working in the company in 1883 and served as president of the company from 1907-1930.
PURPOSE, VALUES & PRINCIPLE
Purpose: Provide branded products and services of superior
quality Value that improve the lives of the world's consumers,
now and for generations to come.
Values: Attract and recruit the finest people in the world We build their organization from within, promoting and
rewarding people without regard to any difference unrelated to performance.
PURPOSE, VALUES & PRINCIPLE (CONTD)
Principle: Show respect for all individuals Strategically focused on work Value Personal Mastery Seek to Be the Best Innovation Is the Cornerstone of Our Success Mutual Interdependency Is a Way of Life Externally Focused
GLOBAL OPERATIONS
The P&G community consists of over 138,000 employees working in over 80 countries worldwide. What began as a small, family-operated soap and candle company now provides products and services of superior quality and value to consumers in over 180 countries.
BRANDS OFFERED BY P&G
INTRODUCTION TO
PRODUCT HISTORY
Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in Pakistan in 1991.
In Pakistan, H&S has a 65% market share of Anti -Dandruff shampoo segment. It has consolidated this position since the new Renaissance launch.
PRODUCT DEFINITION
1. Cleanness and Remove dandruff 2. Its new best ever anti-dandruff formula
provides better scalp coverage to get rid of even the tiniest dandruff flakes.
3. What's more it gives you soft, beautiful hair that's closer to the look you want.
4. The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.
TARGET MARKET
The target market for Head & Shoulders are the Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair.
OBJECTIVES
Understanding and analyzing research for Head & Shoulder
Developing the STP+ Marketing Mix Strategies of Head & Shoulder
Researching penetration of Head & Shoulder
THE BRAND…
Head & Shoulders was successful in establishing itself as a strong brand.It is under the umbrella of P & G.It’s branding strategy includes:
Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT.
Secondly, Head & Shoulders was able to create a strong appeal as a mild, caring Anti-dandruff shampoo with lots of variants based upon consumer needs.
THE BRAND…
Thirdly, belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.
Fourthly, it’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders.
DISTRIBUTION CHANNEL
The distribution channel of Head & Shoulders follows the conventional route of FMCG goods marketing, viz. Factory to distributor to whole-seller to retailer to consumer.
THE NEW COLLECTION
Hair Fall Defence Soothing Care Silky Black
Lively & SilkyClassic clean Refreshing
INGREDIENTS
Active ingredient: Pyrithione zinc 1%
Inactive ingredients: Water, Sodium lauryl sulfate, Cocamide MEA, Zinc carbonate, Glycol distearate, Dimethicane, Fragrance, Cetyl alcohol, etc.,
ANALYSISTHROUGH
CHARTS
GENDER:
G ender
39%
61%
Male F emale
0
5
10
15
20
25
Ag e
S eries 1 14 25 13 12 16
B elow 20 20-25 26-30 31-35 Above 35
0
10
20
30
40
50
Hair T ype
S eries 1 4 44 19 11 2
L imp S traight Wavy C urly F riz z y
HAIR CONDITIONING:
0
20
40
60
S eries 1 16 9 55
Dry Oily Normal
0
10
20
30
40
C hemic al Applic ationS eries 1
S eries 1 35 7 12 26
C olor B leec h P erm S traightening
WHICH PRODUCT DO YOU USE FOR YOUR HAIR?
0
10
20
30
40
50
60
70
80
S eries 1 78 5 0
S hampoo S oap S hikakai
DO YOU USE SHAMPOO REGULARLY?
0
20
40
60
Yes/No
Series1 51 29
Yes No
IF YES, THEN WHAT BRAND OF SHAMPOO DO YOU USE?
05
1015202530
Head and Sholders
Sunsilk Some other brand
Any thing which is
inxpensiveSeries1 25 22 28 3
brand people use
IF YOU ARE A SHAMPOO USER THEN, HOW OFTEN DO YOU USE IT?
0
20
40
60
How often use of shampoo
Series1 46 2 4
Twice a Monthly Weekly
IS SHAMPOO A NECESSITY FOR YOU?
0
10
20
30
40
50
60
70
Nec es s ity or Not
S eries 1 64 16
Y es No
IN WHAT QUANTITY DO YOU BUY SHAMPOO?
0
10
20
30
40
Quantity people buy
S eries 1 27 2 16 35
F amily P ac ks S ac hets Mini B ottles B ottles /B igger
HOW MANY MEMBERS OF YOUR FAMILY USE SHAMPOO?
0
10
20
30
40
50
60
70
S eries 1 8 69 3
S iblings only A ll Only you
WHAT FEATURES DO YOU LOOK FOR IN A SHAMPOO?
0
10
20
30
40
Features in a shampoo
Series1 31 13 16
Smoothening of hair
To prevent hair fall
Conditioning
DO YOU HAVE A DANDRUFF PROBLEM?
0
10
20
30
40
50
60
Dandruff P roblem
S eries 1 25 55
Y es No
WHEN BUYING A SHAMPOO, DO YOU CHECK INGREDIENTS AT THE BACK?
0
10
20
30
40
50
Check ingredients
Series1 35 45
Yes No
IN YOUR OPINION, WHAT IS THE MOST IMPORTANT ATTRIBUTE IN A SHAMPOO?
0
5
10
15
20
25
Important Attribute
Series1 16 23 21 20
Smell MoisturizerBrand Name
Varients
WHAT DO YOU LOOK FOR WHILE BUYING A SHAMPOO?
0
20
40
Buying a shampoo
Series1 3 28 11 38
Packagi Features Cost Brand
HOW EASILY IS SHAMPOO AVAILABLE TO YOU?
0
20
40
60
80
Availability
S eries 1 76 4
V ery c onvenient Inc onvenient
ARE YOU EASILY SWAYED BY THE ADVERTISEMENTS OF SHAMPOOS?
0
20
40
60
Adversisement
Series1 28 52
Yes No
IF YOUR INCOME INCREASES, WILL YOU INCREASE THE CONSUMPTION OF SHAMPOO?
0
5
10
15
20
25
Consumption of shampoo
Series1 6 13 25 18 18
Strongly Agree
AgreeCan't say
Disagree
Strongly Diagree
DO YOU FIND ANY ADDITIONAL UTILITY BY USING SHAMPOO?
0
50
100
Additional Utilities
S eries 1 2 65 7 6
I us e it bec aus e it
It really helps me
I us e it bec aus e
I do not find any
PLEASE DESCRIBE YOUR HAIR LOSS, DOES THIS BRAND EFFECT?
0
10
20
30
40
Hair loss
Series1 31 7 11 31
All Over PatchyJust the
top areaOther
HAS YOUR HAIR BECOME THINNER DURING THE PAST, WHEN YOU HAVE USED THIS SHAMPOO?
0
10
20
30
40
Hair thinner
Series1 38 13 12 17
3-6 Months
7-12 Months
Over 12 Months
Over 3 Years
DO YOU NOTICE ACCESS HAIR FALL?
0
5
10
15
20
25
Ac c es s Hair F all
S eries 1 16 14 24 10 16
Never OftenS ometi
mes
Mos t of the
timeA lways
IN INTERNATIONAL PERSPECTIVE
&
SUNSILK EXTENDS ITS EMPIRE IN COLOUR CARE MARKET SEGMENTATION Launches new SunSilk colour Shine System to broaden
customer base
The hair care market remains dynamic. SunSilk, the leader in the hair care market
This product launch is a major milestone for SunSilk and reflects the “Dare to Shine” concept.
SUNSILK ON THE MOVE
History of launching Sunsilk in Philpines and in UK
In the early years, Sunsilk focused much of its marketing attention on gaining international presence.
Life Can't Wait campaign clearly gave a boost in the demand for Sunsilk philippines by Filipinos all over the world.
UNILEVER BRINGS SUNSILK TO AMERICAN CONSUMER Sunsilk has been available in 80 countries on other
continents
Sunsilk is a fresh, new way to deal with hair, for American women
Women just want straight talk, and they want what the stuff in the bottle works for their hair problem--and that's exactly what Sunsilk delivers."
BEHIND THE LABEL HEAD AND SHOULDER Anti-dandruff shampoos are nothing but advertising puff
and chemicals
Shampoos belonging to the P&G stable occupy the top three spots
Dandruff shampoos are made with detergents, Essential oils of tea tree, and rosemary can apply as alternative of shampoo
GETS MAKE OVER HEAD AND SHOULDER P&G will unveil a new Head & Shoulders that features a
new formula, fragrance and bottle design.
The new shampoo line includes classic clean, classic clean 2-in-1, extra fullness, smooth & silky 2-in-1, dry scalp care, refresh and intensive treatment .
P&G UNCAPS $ 60M FOR HEAD & SHOULDER Procter & Gamble relaunch its Head & Shoulders brand
of dandruff shampoos with an estimated $60 million in marketing support.
More than half of consumers get dandruff, but far fewer actually buy dandruff shampoo.
CONSUMER MODEL BEHAVIOUR
ENVIRONMENTAL FACTORS
BUYER'S BLACK BOX
BUYER'S RESPONSE
CONSUMER BEHAVIOR MODELENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S RESPONSEMarketing
StimuliEnvironmental Stimuli
Buyer Characteristics
Decision Process
ProductPricePlacePromotion
EconomicTechnicalPoliticalCultural
AttitudesMotivationPerceptionsPersonalityLifestyle
Problem recognitionInformation searchAlternative evaluationPurchase decisionPost-purchase behavior
Product choiceBrand choiceDealer choicePurchase timingPurchase amount
SUGGESTIONS
Maintain it’s quality with constant improvements. To come up with new varieties according to market
needs. To maintain a competitive pricing. Promotion in rural and semi-urban areas. Special offers , discounts to consumers as well as
distributors. Innovative means of promotions like forming a
special association or some distinct group which will help maintain it’s brand equity and loyalty.
RECOMMENDATION
According to the research done on consumer behaviour by us consumer are happy with the brand but the company need to increase more community based awareness and also by using blogs.
Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.
But price of head & shoulder is little bit high, so they should try to reduce cost.
THANK YOU…