PRINCIPLES OF MARKETING

SUNSILK BLACK SHINE

SUBMITTED BY:
ANNY ASLAM (BBSANOBER DILSHAD (BBAMBER ALAM HUNZAI (BM-25394)

TABLE OF CONTENTS
INTRODUCTION TO UNILEVER LEVER BROTHER PAKISTAN LIMITED SUNSILKS HISTORY: PEST ANALYSIS 3 C's ANALYSIS BRAND PORTFOLIO SEGMENTATION TARGETING POSITIONING MARKETING MIX RECOMMENDATIONS

CONCLUSION

INTRODUCTION TO UNILEVER
William Lever (the originator of Unilever) commences business in England as a grocer. He established Lever Brothers in 1827 in England Sunlight was the first product of Lever Brothers, which makes the beginning of the marketing of branded products .At the same time Margarine Uni was established in Nether Land by Simon Van Berg and Anton Jurgens. Later on both the companies merged together in 1930 and renamed the business as Unilever PLC / the word UNI is taken from margarine Uni and Lever is taken from Lever Brothers. Its head quarter was established in England and Rotter Dam. With 400 brands spanning 14 categories of home, personal care and food products no other company touches so many lives in so many different ways .They deal in all kinds of products from feeding families to keeping home clean and fresh, Unilever products are part of every day life.

LEVER BROTHER PAKISTAN LIMITED

Lever Brothers Pakistan Limited, the largest consumer goods producing company in Pakistan which was incorporated here in 1948 and work started on the present factory at Rahim Yar Khan. In 1951 the Governor General of Pakistan formally inaugurated the factory. Dalda Banaspati was the first product to come out of factory followed by Lux toilet soap Currently 6 factories of Unilever are running in different cities of Pakistan.

SUNSILKS HISTORY:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever and was launched in 1954 in the United kingdom . Sunsilk is Unilever's leading hair care brand . In Pakistan it was introduced in 1989 .All variants are created with deep research Keeping in view consumers hair composition , their specific environment and needs so as to provide complete range for all hair types. Sunsilk is sold in different forms such as hair sprays ,cream and tonic shampoo,liquid shampoo,balms .Sunsilk shampoos, conditioners and other hair care products are sold in 80 countries worldwide .It is number 1 in Asia, Latin America and the Middle East .It is also sold as Elidor, Hazeline, Seda and Sedal .The recent achievement of Sunsilk is that it holds the Guinness World Record for washing no.of heads and styled in one day .

SUNSILK BLACK SHINE

The first black shampoo in the market was introduced in 1975 which later on became the back bone variant of the brand .This shampoo is developed for dull hair, which restored hairs natural shine . Sunsilk black shine recently come up with some advancement in 2009 which is co created with one of the global hair expert Jamal Hamadi consist of rich formulation which removes dirt and residue to reveal your hairs natural shine and protect from sun damage.

PEST ANALYSIS:
POLITICAL ANALYSIS
As far as the Lever Brothers Pakistan Limited concerns political instability in Pakistan cannot affected them ,because first it is a part of Unilever ,second it is the largest and one of the finest FMCG company dealing in consumer products business which can never make them out of business. In Pakistan right now following liberalization policy under SAP by IMF made which they have to waive off all restrictions and moreover due to huge investment by Lever Brothers Pakistan Limited no Government can afford to create hurdles in the way of an organization like Lever Brothers Pakistan Limited. But LBPL is restricted by Government in testing some animals.

ECONOMICAL ANALYSIS:
Economical factors affect Lever Brothers Pakistan Limited like they have to increase their prices of products. Current economic situation in Pakistan and inflation has reduced consumers disposable income too, which in turn has reduced the purchasing power of consumer but according to Lever Brothers Pakistan Limited, they have targeted all possible segments through their vast product category .Moreover despite of the fact that markup rate increases in Pakistan , LBPL get friendly loan with justified interest rates when they need financial help .Consumption pattern in Pakistan helps Lever Brothers Pakistan Limited in the demand planning in order to create balance in demand and supply and to prevent shortfall .Consumption pattern also provides a foundation to LBPL brands such as Sunsilk for understanding and analyzing its consumer buying patterns, their income levels ,their affordability etc .

SOCIAL ANALYSIS:
Change in life styles and level of education effects organization. The world has converted in to global town now and people have readily access to every sort of information and they are becoming more quality conscious .In Pakistan majority believes and tend to pick those products which have quality, created by some renowned company. To cope up with all these factors LBPL always maintained its quality standards which can be seen through the brand Sunsilk which has always try to meet people expectations and suits best with their environment.

TECHNOLOGICAL ANALYSIS:
In technological factors the first and foremost thing is that how much an organization brings innovation in terms of product improvement or development of new products or improvement in production process ,in

products advertisements. LBPL always try to focus on new technology approach .For example advertisements of brand like Sunsilk have great graphics, sounding etc. In addition to it new and improved nutrient complexes used in Sunsilk shows new technological approach. Moreover companys overall information is managed through computerized information systems and transfers data to all over the world through safe networks.

3 C's ANALYSIS
COMPANY ANALYSIS
The main activities of Unilever are accounting, financing, production and marketing of food and home and personal care products such as margarine and related spreads or culinary products and detergents, deodorants, oral hygiene, skin care and hair care. Its strategy is quite amazing, their effort is to go beyond just providing the product, more importantly, providing consumers with required health and nutrition information. There are 247000 number of employees who are working in Unilever, all of them wants to attain a single target, which is , customer satisfaction. Suppliers are considered as the partners of UniLever and they maintain mutually beneficial relationship with them. Suppliers dont exert any power over so they dont face any significant supplier power and suppliers have made an important link in the companys over all customer value and delivery system in terms of quality, availability of raw materials. Unilever covers 70% of worlds market.

BRAND PORTFOLIO

COMPETITORS ANALYSIS:
The direct competitors of Sunsilk black shine are Pantene long black, Head & Shoulders silky black and indirect competitors are Bio amla in rural and other P&G shampoos in urban.

CUSTOMER ANALYSIS:

Consumers: The consumers of Sunsilk black shine are quite contented with it. Sunsilk black shine is
more popular in Asian market such as India, Pakistan, Srilanka as they have black hairs and their hairs get spoiled and lusterless due to rough weather. Customer review of product usage has shown that the most customer preferable variant is Sunsilk black shine among other variants of Sunsilk.

36.36%

30.30%

12.12%

12.12%

9.09%

Green

Black

Orange

Yellow

Pink

Market intermediaries:
Market intermediaries have played an effective role in distributing Unilever products. The physical distribution of the firm is quite balanced and covers a wide area. .Financial intermediaries of the firm are quite strong and depict a very deep relation with the company . They have strongly helped the company in promoting their products.

SEGMENTATION
Segmentation is dividing up a market into a distinctive group that has common needs and will respond similarly to a marketing action.

SEGMENTATION OF SUNSILK BLACK SHINE:

Sunsilk black shine segmented the market using following bases in order to cater specific group of people.

Demographic
Sunsilk black shine uses gender, age and income as the variables for segmentation in demographic. Age : Gender : 20-25 female

Income: Sachets and 100 ml bottle are affordable by any income level but 200ml and 400ml are affordable by income ranges from 12000 to 80000.

Psychographic
Social classes: lower class, middle class and upper middle class Personality: Elegant, gorgeous, feminist personality LIFESTYLE: The market which are expecting to appear beautiful will be the target for the Sunsilk marketers, they are actually strivers which can be explained as trendy and fun loving, money defines success, concerned about the opinion of other.

Behaviouristic Benefit segmentation : Shampoo as the low involvement product will focus more on the
regular use and benefits like cleaning , eliminates dullness and retain black color of hairs.

TARGETING
Choosing the best segment or segments to enter and decided to aim all marketing efforts for that segment or segments is called targeting.

TARGETING STRATEGIES:
Company can select any of the following targeting strategy by considering its resources, serving power.

1- UNDIFFERENTIATED MARKETING (MASS MARKETING) 2-DIFFERENTIATED MARKETING 3-NICHE MARKETING 4-MICRO MARKETING A-LOCAL MARKETING B-INDIVIDUAL MARKETING

TARGETING OF SUNSILK
The target audience for Sunsilk black shine is defined as fashion-conscious, working women who economized when looking good: women "on-the-go". The that have dull hairs and wants natural black shine in hairs with elegancy ,delicateness and beauty .The target strategy used by Sunsilk black shine is differentiated marketing.

POSITIONING
Products positioning refers to the customer perception of the place a product or brand occupies in a given market.

SUNSILK BLACK SHINE POSITIONING STRATEGY

Sunsilk positioned itself as HAIR EXPERT. In this respect the point of differences for Sunsilk black shine which demonstrate its clear superiority are:

COLLABORATION WITH CO-CREATION

Sunsilks 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 no. of professional Hair experts to develop new and improved variants.

FOR SUNSILK BLACK SHINE LA-based Jamal Hammadi,

who is renowned for his charismatic work. His Sunsilk product range contains Amla Pearl Complex along with a conditioning system which reveals hairs natural shine so it glows brilliantly from the inside out. The expert touch differentiates this brand from other in terms of image.

UNIQUE SELLING PROPOSITION

The company used Sunsilk Black Magic as the slogan, because, black means symbol of beauty, elegant, gorgeous and shiny hair. Sunsilk can be like a magic that can make people hair become black and shiny.

QUALITY AND AFFORDIBILITY:

With Bio Amla quality differs it and with P&G shampoos lower prices with consistent quality provides advantage to it.

MARKETING MIX
It is an integrated tools for marketers which serves as stimuli for creating responses of people.

PRODUCT
A product is anything that can be offered to a market that might satisfy a want or need.

CONSUMERS PRODUCTS:
Goods and services purchased by consumers for their personal use. TYPES OF CONSUMERS PRODUCT: Convenience product Shopping product Specialty product Unsought product

Sunsilk is also a consumer product and lies in the category of convenience product as it is a low involvement product , frequently purchased with minimum effort.

BRANDING:
Branding have a great role in the success of Sunsilk .Its brand name differentiates it from other brands, catches consumers mind and they can memorize it easily .The consumers have clear meaning about brand name. Branding creates Sunsilks image by realizing consumers that it is reliable and consistent.

OTHER VARIANTS

IN PAKISTAN:
Sunsilk introduced five of its co-created product, Dream Soft & Smooth, Hair fall solution, Anti-dandruff solution, Lusciously Thick & Long and Stunning Black shine variants.

PACKAGING:
The new packaging of Sunsilk black shine changes its entire look and shows that it is a international quality packaging. The colors used in packaging perfectly complements the variant purpose since Sunsilk is known f or its bright ,eye catching colors which attract a customer so that they can spot a Sunsilk bottle from a vast array of different shampoos.. Sachets, bottles, tubes all are created for convenience of customers .It helps in further promotion and also assists in rebranding. Its packaging is enhanced to give the brand a premium look .The new packaging of Sunsilk is reduced in order to be cost effective.

PRICING
The following price strategies are used by Sunsilk.

COMPETITION BASED PRICING:

Unilever real goal is to maximize profits, increase market share and improve sales. Unilever Pakistan sets lower price for Sunsilk than its competitors P&G shampoos i.e. Head and Shoulder and Pantene in order to make Sunsilk affordable by maximum people As in Pakistan inflation raises very much Sunsilk prices also increases but at the same time it also increases its quantity and has still very reasonable prices than P&G shampoos.

Volume of the shampoo (ml) 7 100 200 400

Price (Rs) 5 85 160 290

PLACEMENT

UNILEVER DISTRIBUTION OBJECTIVE:

To

reach as many towns and villages as we can

Unilever has a very effective distribution channel. Their products reach shoppers through a network of customers, from multinational retailers, wholesalers and distributors to small independent shops. Unilever is highly satisfied with its distribution channel. Unilever distributors in Pakistan is S.B.E (Pvt) LTD... Unilever makes sure that their product reaches every consumer no matter where he lives. Their easy availability is the one most important factor for high demand of their products among consumers. As Sunsilk is a convenience product it has mass appeal so its distribution must be intensive, in this respect Sunsilk has chosen such a distribution network that guarantees the perfect results regarding the placement of its products.

DISTRIBUTORS:
The distributors are given clear instructions regarding the selection of retailer, and to make sure that the retailer;

1- Knows about the significant characteristics of the product 2- Places the product along with its major competitors like P&G with equal shelf space or more than it. 3- Displays the sachets distinctly.

RETAILERS AND WHOLESALERS

Sunsilk is easily available in convenience stores, super markets Agha , Naheed, Imtiaz and department stores and wholesale markets such as Metro , Macro.

PROMOTION
Unilever promotes Sunsilk by endorsing celebrities like Humaima abbasi, worlds first website for only shampoos thats www.sunsilk.com which consists of worlds 7 hair experts information and recommendation for hair issues. Sunsilk has been around since the 1950s. But the brands latest marketing strategy was unveiled in 2008 in its Life Cant Wait campaign.

Sunsilk also endorses tag line for promoting brand like Life Cant Wait which indicates that go out girls in the world and live your life to the fullest. Sunsilk communicates responsibly with its consumers through advertising and marketing. In the Pakistan market, the brands digital campaign, a website named the Sunsilk Gang of Girls http://pakistan.gangofgirls.com/ .

PROMOTION STRATEGIES FOR SUNSILK BLACK SHINE

Following promotion tools are followed by Sunsilk black shine to create awareness of this variant to their customers.

ADVERTISING:
Latest Sunsilk co creations, black shine commercial Featuring Jamal Hammadi is advertised on channels. This is the paid form of non-personal commercial and reaches large number of audiences at the same time.

SALES PROMOTION
. To create awareness of Sunsilk black shine Sunsilk arrange the campaign in schools and colleges and by giving free sampling and arranging activity like hair washes in malls. When the new Sunsilk Black was introduced, what the company did to create awareness amongst the youth they went to schools and colleges and distributed free samples of the products and gave out little brochures which told the qualities that the product had and the proper method of getting a black and shiny hair look.

PUBLIC RELATIONS
Recently Sunsilk sponsored a as PFDC Sunsilk fashion week. fashion show which is named

RECOMMENDATIONS
Ads of all variant should be advertised Sunsilk is not targeting a major market i.e. of males which can be potential customers,Introduce shampoo for men. More awareness campaign should be held.

Unilever should introduce a smaller (100 ml) pack of Sunsilk shampoo in order to capture the lower income segment. They should increase the frequency of their advertisements on electronic and print media.
Company should maintain its quality with constant improvements as customers quality. expect the high

CONCLUSION
Sunsilk as a overall is an excellent product in terms of its quality, packaging, features and its reasonable prices .The most important thing is that most of its customers have positive views about this brand. But Sunsilk should pay heed towards the following, which we personally recommend to it: for them and can increase their market share .They should use diversification strategy and try to grab male market .Still needs more improvement in promotional activities such as increasing frequency of advertisement.