Contents Executive Summary.3 Introduction to the organization41. Basic marketing definitions41.1. Marketing and its applicability to Surf Excel..51.2. Elements of marketing Process61.3. Marketing Concept...71.4. Customer Satisfaction..72. Basic elements of STP.82.1. Micro and Macro Working Environment....82.2. Segmentation Criteria92.3. Targeting Strategy102.4. Effect of buyers behavior on marketing strategy.........102.5. Proposing new Positioning strategy for current product103. Global and Regional Developmental Centers.113.1. Advantages of introducing products into new markets .113.2. Best Segmentation Strategy to achieve customer convenience..123.3. Distribution Strategy123.4. Specific Pricing Strategy regarding new products..133.5. Integrated promotional Strategy..133.6. Extended Marketing Mix....131.1. Planning marketing mix for different products..141.2. Marketing goods and services to business rather than to consumers141.3. Difference between domestic and international marketing.142. References.16

EXECUTIVE SUMMARY:The mentioned research is about a very big and known company of the world with millions of consumers. This company "Unilever" is a company at a very large scale. Its products include food, beverages, cleaning agents and personal care products. It is the world's third-largest consumer goods company. The aim of this research paper is to make people aware of it large selling brand that is "Sun silk". Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company and brand in hair conditioning and the second largest in shampoo. It shows the marketing channel of sun silk from different dimensions of the brand. the sections of research paper includes the following topics. There are three major parts of the reports; the major part of this report is depended on the marketing channel of the brand. The brief analysis of the report. The next part is the major factors that are responsible for the segmentations, and deciding factors of those segmentations. The targeting and position strategies of the company also include. Finally, the last part is consisting of global marketing channel, the risk, and the important information like marketing, and segmentations.

INTRODUCTION Unilever is one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product. We have selected the brand 'Sunsilk' that is a well-known and a well consumed brand for this discussion because this brand is a complete solution to hair problems of every women.it includes many ranges such as anti-dandruff, extra conditioning, long and straight hair etc. It has a complete line of shampoos for different hair scalps and hair problems and has a great number of consumers who trust the brand and consume the brand that suits their scalp or to get rid of their certain hair problems.TASK #1A) Definition and Acceptability of Sunsilk: (Philip Kotler, 2000 ) defines marketing as "satisfying needs and wants through an exchange process'' The above mentioned definition stresses on the fact that marketing is something that first considers a customer's needs and his/her wants and then, start processing to reach the aim of its customers that is to full-fill their wants and needs and the desires, expectations, or demands of a person, or the mind. The outstanding brand of the company Unilever that is Sunsilk is a brand that is full filling the need and wants for its customers from every aspect.it is available in many countries. Sunsilk is providing value based pricing to the customers and fix the price of products according to the areas.it is giving its customers quality products with a huge range of different categories. It is full-filling the consumer's desires by a reasonable pricing, promotions, quality, quantity, and variety. Sunsilk secures its place in the consumer mind by maintaining its quality. The product reaches the consumer through retailers, super-markets, and small stores. Its easy availability is of the factors that determines its high consumer demand. It ensures that its products are safe and that it provides clear information on their use and any risks that are associated with their use.

B) Evaluating the range of elements of the marketing process of Sunsilk.Sunsilk is one of the best leading brands of shampoos and conditioners in the world. Is one of the famous brands for hair care and famous for its best quality, variety, and for its customer's satisfaction. It is a well-known brand. Sun silk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. The brand is strongest in Asia, Latin America, and the Middle East and is the number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka, Thailand and many other developed countries.

C) SWOT analysis:STRENGTHS 1. Launched in 1964, with a presence of over 80 countries2. Available in various variants to suite every type of hair needs (Anti Dandruff, Hair Fall etc.)3.Number 1 in Asia, Latin America and the Middle East, with sales of more than 1 billion a year4. The brand is strongest in Asia, Latin America, and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka, and Thailand.5. Madonna, Shakira, Marilyn Monroe, Priyanka Chopra etc. are brand ambassadors lead to excellent branding and advertising

WEAKNESS1.Poor penetration in semi urban and rural market2. Target market limited to just teens and 20s age group3.Competition intense in the hair care segment

OPPORTUNITY 1.Improve their community for Indian girls which is sunsilkgangofgirls.com2. Sunsilk -Creations Partnering with 7 of the worlds best hair experts for new and improved products

THREATS 1. Multiple competitors with similar offerings and lower price range2. Not prevalent in the rural markets3.Competition from in-house brands

The above-mentioned analysis shows that sunsilk is effectively following the marketing processes and has maximum Strengths, which shows a positivity of the brand. Sunsilk if following all the business strategies well and maximizing its strengths and opportunities. This means that it is a strong brand worldwide.D) Marketing Concept in Campaigns The marketing of the brand is important to make the consumers aware of its new and advanced products. Sun silks customers are satisfied with their products. Sunsilk has good marketing strategies in order to achieve their standing today. This is because it is the Number 1 shampoo brand in Asia, Latin America, and the Middle East. It has sales of more than $1.7 billion a year and they even hold the Guinness World Record for the most number of heads washed and styled in one day. Sunsilk also provides variant solutions for different hair care needs and provides a range of product lines that answer to the complete needs of its customers. In addition, the product mix is also very prevalent as Sunsilk is able to provide various creations of every product that it has, in terms of smell, usage, and other variables. With almost 200 years of combined experience in each bottle, whether it is curl management, volume boosting, damage control, straightening, smoothing or colors, Sunsilk is no doubt the most frequently used shampoo inThe heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing therefore, Sunsilk publicize the new and advanced products to make people aware of the successful products and to give people awareness to start using the products that are actually beneficial for their hair conditions. Sunsilk advertisements are made to let people know the after effects of their hair conditions towards a positive change especially for the younger women. Sunsilk is Unilevers leading hair care brand, and ranks as one of the billion dollar brands. Sunsilk has reached to a great competition level by providing its customers extra ordinary services and special care by making its shampoos, conditioners with the best and natural ingredients.

TASKIIMICRO AND MACRO MARKETING ENVIRONMENTS:-(Leigh Richards,1980) narrated that Macro environmental factors include social, economic, political, and legal influences, together with demography and technological forces. On the other hand, side, Microenvironment refers to the forces closely influencing the company and directly affects the organizations relationships. The factors include the company and its current employees, its suppliers, marketing intermediaries, competitors, customers and the public. These forces can sometimes be controlled or influenced.MICRO ANALYSIS: ECONOMIC ANALYSIS:Economic analysis is a systematic approach to determining the optimum use of scarce resources, involving comparison of two or more alternatives in achieving a specific objective under the given assumptions and constraints. TECHNOLOGICAL ANALYSIS: It is a part of the external analysis when conducting a strategic analysis or doing market research, and gives an overview of the different macro-environmental factors that the company has to take into consideration. It is a useful strategic tool for understanding market growth or decline, business position, potential and direction for operations.MACRO ANALYSIS: CONSUMERS:The consumers of a company are some 'High' and 'middle' class Women who can afford to purchase a product. The company has set standards for its consumers. PROMOTIONS:Promotion is one of the market mix elements or features, and a term used frequently in marketing. The marketing mix includes product, promotion, and place. Promotion refers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty. It

B) PROPOSED SEGMENTATIOM CRITERIA FOR SUNSILK:(Dickson 1998) defines Segmentation is mainly aims towards fulfilling the customer demands. Major purpose of the efficient segmentation is that product is in line with needs and demands of the customers. Segmentation usually involves dividing the whole market into smaller units based on some factors (Diamantopoulos et al., 2014). These factors involves behavioral, physiological, demographic etc. Based on homogenous characteristics of the segments products is being offered or developed. Sunsilk has been offered in various regions of the world based on homogenous characteristics of the people residing in it. It has been provided in various shapes, packaging, fragrances, flavors, and categories according to different hair types to ensure maximum customer satisfaction. The formula for producing the brand is the same, but the main thing is that it depends over the areas where the brand is being served. In the developed areas of the world, the brand has been reputed and the quality of the conditioners and shampoos is better as compared to the developing countries of the world. For instance in USA, the surf is having ingredients that are more powerful as compared to the surf provided in the developing country belonging to Africa. The reason for this segmentation by the company is that the living standard of the people is different in both of the country. If the efficient and the effective formula is introduced somewhere where the purchasing power of the people is not much, the product or the brand having that formula will be futile even after having the efficient working ability. (Smith, 1956)

C) ADOPTING THE BEST TARGETING STRATEGY: (Hatton , Tolbert 1997) gives the idea of selection. The selection of potential customers to whom a business wishes to sell products or services. The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment. The main target market of Sunsilk is females group '16-40' belonging to the middle and lower income classes. Sunsilk targets its market based on consumer buying behavior, income level, and purchasing power of people. Sunsilk aims at fulfilling its market by offering high quality of the products.

D) EFFECT OF BUYER BEHAVIOR ON MARKETING ACTIVITIES:The buyer behavior of the people is equally important to understand .If the demands of the consumers are not being fulfilled then the company's Introduction is useless. Unilever is playing a great role in considering the buyer behavior of the people (Its consumers).For a brand, it is important to understand and take into account the consumer factors inherent to each market or to each situation in order to adapt its product and its marketing strategy. As these will play a role in the perception, habits, behavior, or expectations of consumers.E) PROPOSED POSITIONING STRATEGY:A Positioning Strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of you what you offer, in relation to the market situation, and any competition you may have. A positioning strategy shows how a company's product is better than its competitors are or how a product is satisfying its customers demand and what extra advantages is it giving to its customers. This is how a company plans its positioning strategy just like Unilever has a great positioning strategy and has a great potential to compete as well as to impress its customers and satisfy all their need and wants.

TASK IIIYou must explain your product/product range feature, advantages and benefits to market your product in your selected market. You must generate the product idea/name

Development of new product.The new product that will produce will be related to the shampoo range. The suggested name for new product will be Hydrant. The new product will be relevant to hairs growth and will seek the hairs of those, who think there are hairs are dry and they want to make it smooth and silky. The ingredients of new products will be the skin friendly that are already using in their old products. Relevant Authorizes will approve the product. In addition, the elements that are used in new products. Making hair strong and giving them moisture and smooth look is the aim of new business. There are new side effects to the hairs. It removes fizzy ness give clear styles to hairs. The competitive advantage of the new products is the brand name and innovation. Planning the marketing mix of products.As the other series of Sunsilk is already working successfully in markets. The new marketing mix will be relevant to new products. When the new products are available in the markets, every age group and gender can use the product. The shampoo will give new brand image to those who are very careful about the hair care and products that are relevant to it.The goal of the product is to satisfying the clients. There are many ways to introduce the products but for first time the product is, introduce among. Products will be heavily market through the local stores and proper marketing channels will be utilized. As the organization already ha budget for the products the company will finance in the marketing activities.

What is your view on the distribution strategy adopted for your newly developed product? Distribution StrategyAfter the product is developed, the most important part of the par ducts is that how it should be distributed. Many distribution strategies can be used with organization. The management can sometimes develop the customized marketing and distribution strategy but for most of the time the brand name decide that how organization will go in markets. However, the most commonly use marketing strategies consumer to Business and Business to business. The suggested marketing will be B2B in a strategy the organization will more effectively. (Peter and Hall 2001) narrated When the organizations is distributing the products as business to business there are few things that are require to manage in which Middle man are the most important . So uphill now business to business is suggested and an intermediary level of work is suggested. The intermediary will make the continues supply chain. The new developed will be available to all stores and markets in which the existing products are already available. The company will product the new work as per according to demands of the customs. Recommended Pricing StrategyAfter the new product is lunched, the price will be suggested after view the markets need but the basic needs and pricing strategy will remain same as they are working before in markets. The marketing teams of the company will provide the company with latest developing trends and after wards they can specified the price of product.

Illustrate how you can arrange promotional activities to achieve marketing objectives. Give examples of promotional activities that you can plan to increase your awareness and image. Recommend an integrated promotional strategy by combining some of the promotional mix elements such as advertising, direct marketing, personal selling, sales promotion, public relations, and word-of-mouth. Integrated promotional strategy Marketing is the process of developing products and services, promoting them to targeted customers, completing sales etc. The goal of marketing is to stand out and be noticed. Good marketing keeps drawing your customers' attention to your products and services. Your clearly defined, well-packaged, competitively priced products and services are the foundation of your marketing. The newer you are in your market, the harder you have to work to attract and retain new customers. No matter how wonderful your product, no matter how unique your service, the world is unlikely to beat you in challenges. You need to carry out promotional activity to attract the right sort of business, in the right quantity, at the right time and to distinguish you from the competition.Promotion is not just about advertising your business, nor is it just about selling. It is about pulling together a range of techniques, in the most cost-effective way you can, to initiate, increase and maintain awareness of what you offer to your customers. You need to move your customers from total lack of awareness through to the point at which they actually buy and buy again.SELLING:To put simply, selling is the exchange of goods or services for an agreed sum of money is called selling. Selling is both for the ways of customer's benefit as well as the seller's.SALES PROMOTION:The Activities that encourage the purchase or sale of a product or service. Sales promotions initiatives are often referred to as below the line activities are called sales promotions. Sales promotion may be in the form of discounts, buy one get one free package etc. to gain customer's interest as well as to achieve the marketing objectives. Extended marketing mixThere are many ways to utilized the marketing mix but the best ways is that when the organization have the resources that are helpful for the business. Because the resources are very important for the business that is newly run. So particle experience of the unsilver team is that thing that will be beneficial for it. How the organization will target customers.In case of business-to-business, the organizations usual provide the products usually at low price because everyone has to keep their profits. As in case when the products are sold in bulk quantities. The marketing teams of the company will visited the different places that will lead to the store and give customers the brand image of the product. Marketing teams will assure the customers about the services and the new brand that is introduce. Services are something that is not formed in any kind of shape but that is necessary to full the customers satisfaction. International and Domestic markets.There are business differences in international and local markets. International markets are those who are giving the business to organization, rather than viewing the boundary of countries. While the local markets are the business that are relevant to only set of some specific region and business .In some cases the people from other countries have lot of potential to business. In case of our countries, we are using the media after the cultural analysis of the products.

References.. Diamantopoulos, A., Ring, A., Schlegelmilch, B. B., & Doberer, E. (2014). Drivers of export segmentation effectiveness and their impact on export performance.Journal of International Marketing,22(1), 39-61.Nakata, C. C. (2014). The effects of national culture on organizational responses to the marketing concept. The PDMA Glossary for New Product Development. [Online]. (URL http://www.pdma.org/library/glossary.html?PHPSESSID=ac3f4c91ea8f17c6e3f4c971d66e8cd2). 16 October 2006. (Accessed 30 September 2009).

Askin, R. G., and M. Sodhi, Organization of Teams in Concurrent Engineering, in Handbook of Design, Manufacturing, and Automation, R. C. Dorf and A. Kusiak (eds.), New York: John Wiley and Sons, 1994, pp. 85-105

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