FUNDAMENTALS OF MARKETING

SUMMER 2020

MINI PROJECT
PRODUCT NAME: Unilever Sunsilk

NAME: Aaiman khan

REG. NO: (52335)

DATE: 26 .6.2020

DEPARTMENT: MMS (ADV)

Launch a New product, re-launch a product or an existing product in the market and define each steps
according to your product.

Note: Also define the Target market and 4 p’s for your product.
1: IDEA GENERATION OF SUNSILK :
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 have launched many camping’s like because life
can’t wait, live in colors, gang of girls etc. Its main competitors in the market
are Pantene and in rural areas Bio-Amla. Sunsilk is the first hair care product
that launches the color shampoo, it is suitable for all types of hairs and it’s an
anti-dandruff shampoo also. sunsilk gives you variety of products and it is the
first hair cleaning brand who have launched “covered hair shampoo”.

2 Idea Screening
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

3: Concept Development and Testing

The target audience of this product is 14 to 30 years girls as a target
market for SUNSILK COLOR SHAMPOO.
 
1 The people of 14 to 30 are normally age of fashion.
2 This product is for all fashionable girls.
 
 
The primary benefits this product is providing is
 
1.Dream soft and smooth Turn rough dry hair to soft smooth hair from the first wash
with almond oil energizers.
 
2. Stunning black shine Enriched with Amla pearl energizers, it’s give deeper shiner
from the first wash.
 
3. Lusciously thick & long Makes hair looks thicker and long with nourishing yoghurt
protein energizers.
 
4. Anti-dandruff solution give total free hairs from dandruff.
 
5. 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.

4) Marketing Strategy Development

Marketing strategies of Sunsilk BRANDING STRATEGY The actual branding strategy
for a firm displays the number and dynamics involving frequent and distinctive brand
elements placed on all the solution distributed with the firm. Branding approach involves
deciding the type involving brand-new and recent brand elements being placed on
brand-new and recent items. Branding Decisions: Strategy of branding is amongst the
almost all vital choices having through marketers. This can be a technique, which in turn
gives plenty of constructive responses to get a corporation. The primary determination
is actually regardless of whether to build up a brand name to get an item. Right now,
printing is actually this type of pressure that will hardly anything, should go unbranded.
Unilever follow specific name with regard to location name with regards to diverse
merchandise, like Sunsilk, Dove (Shampoo), Fair & Lovely, ponds and Dove with regard
to skin care. Unilever get yourself a significant good thing about anyone name
techniques that the company doesn't connect their standing on the merchandise. And
so, if virtually any company is not able or maybe generally seems to have got
substandard quality, the companies name or maybe graphic seriously isn't injure.
Choosing General Strategy: Flank Attack: Sunsilk can adhere to segmental technique.
In industry Go & shoulder area focusing on mainly high and middle-class individuals but
big section in reduced category customer could not follow their product. So, Sunsilk
focusing on the reduced category, who have low earnings and release awesome at a
discounted. Frontal Attack: Sunsilk can release new hair shampoo mixing refresher,
anti- dandruff, and shinning in a one product as adhere to as Go & Shoulders. Bypass
Attack: Sunsilk can present anti- dandruff hair shampoo and provide an extra refresher
in a package.

5 : BUSINESS 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

6 : PRODUCT DEVELOPMENT
 

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 Pakistan.
 
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
7 :TEST Marketing
 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

8 : COMMERCIALIZATION

 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.

4 P’s of Unilever

Product:
 Sunsilk consist of brand comprising of 7 specialists.
 SunSilk hair fall conditioner and cleanser
 SunSilk hostile to dandruff cleanser
 SunSilk harmed hair reproduction conditioner and cleanser
 SunSilk dream delicate and smooth conditioner and cleanser
 SunSilk thick and long conditioner and cleanser
 SunSilk for secured hairs.
 SunSilk staggering dark conditioner and cleanser

Price:

 Each month forecast of interest is made for deciding cost.

 Price ranges within Rs.5 to Rs.600
 Affordable

Promotion:

Sunsilk publicize correspondence mix contains:

 Advertising by Celebrities
 Websites
 Sales progression like conditioner free with chemical
 Maintaining open relationship.
 Visiting schools and informational associations
 Door to portal battle

Place:

It is done according to the distribution plan of Unilever, that is completely and

briefly described in the report in up section. Placement is done on price segment
basis and requirement basis and finally display basis. Unilever is highly
recognized brand and same is Sunsilk, so it is placed on priority racks.