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Iqra University Gulshan Campus

MARKETING PLAN ON

Submitted to: SIR SANATULLAH

Submitted by: SYEDA ANUM ZEHRA JAFFRI (4867) SOBIA GHAYAS (4868) MEHREEN BADAR (4777) UMBER QAZI (4866)

Date of Submission: April 28, 2011

Executive Summary
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk is Unilevers star product. Over the period of time, it has been revamped, constantly keeping it contemporary with the changing times. The brand demonstrates a perceptive and sympathetic understanding of women, and how she feels when she is faced with hair problems. 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. This report tells that what are the pricing, promotions, and packaging strategy of Sunsilk shampoo new promotion, what competitive strategies Sunsilk follows to achieve 5% of increase in its market share is also included. Marketing programs and promotional activities are clearly and briefly covered. As Sunsilk is facing the competition with P&G whose market share is 55% as compare to Sunsilk having 30%, co-creation does the justice with having a mass campaign of introducing the new variants in market.

Table of contents

S.No. I II III IV V VI VII

Contents Current market situation Opportunity and issue analysis Marketing objectives Marketing strategy Action programs Projected profit and loss controls

Page No. 4 5 6 6 11 11 11

Current Market Situation

Market Situation: The market of shampoos in Pakistan is growing by 9.9%.Market has a tendency to grow further. Sunsilk has 30% market share and struggling to capture more market share. There is political and economical instability in market. Sunsilks cutthroat competitors in market are Pantene and Head & Shoulders who have 55% market share. According to market research consumers now prefer better quality and formula which suits their particular hair type. To compete in market and to increase market share they are coming up with exciting promotional activities and new product ranges. Product situation: Sunsilks market share is approximately 30 to 40% with annual sales of 25000 to 30000 tons (in volume) and Rs. 30-50 billion. Competitive situation: In rural areas, there major competitor is bio-Amla which differentiates its shampoo by herbal ingredients and low prices. But in terms of quality, sunsilk is far better. Likewise, in urban areas, Sunsilks biggest competitor is P&G. and in this market, sunsilk is acting as a market challenger. Distribution situation: Sunsilk shampoos are sold through departmental stores, grocery stores, wholesale shops and salons. Company provides product demonstration, detailed specifications, full color photos and displays featuring Sunsilk. They also arrange special trade discounts for the retailer that place volume orders.

Macro-environment situation: Whenever the inflation rate increases, Sunsilk raises its prices but not with a big amount. According to demographic trends, young girls are much more conscious for their hair care, which is why their usage is more than the older women.

Opportunity and Issue Analysis

Opportunities/Threats Analysis: Consumers are becoming more quality conscious that is why they prefer Sunsilk for its best

quality among other brands. Market penetration size is the biggest i.e. 98% They should consider rural areas also. Due to political and economical instability in Pakistan, sunsilk raise their prices which

reduces the number of their consumers. Competition with other brands in the same market.

Strengths/Weaknesses Analysis: Sunsilk have hired skilled professionals and latest technology. It keeps on introducing their new range of Sunsilk shampoos with a high quality for hair

protection. Target market is women between the ages of 16-40years. Strong promotional activities as compared to other brands. Their biggest weakness is that they only have a big penetrated market but a very small rate of Another Sunsilks weakness is that their customers often face shortage of shampoo.

regular users.

Issue Analysis Sunsilk has a big share in the Health and care profitability of Unilever. And this is Star product of Unilever. Though its penetration is 98% but their issue is, that repeat purchases are low and to address this issue they have come up with new exciting promotional activities and new idea of launching shampoos with worlds top Experts. Another issue is the product shortage. For this they have developed specialized team which keeps track of the consumption rate of their product.

Marketing Objectives
Sunsilk has set the target of increasing their market share and their sales up to 5% to achieve higher level of customer satisfaction.

Marketing Strategy
Target Market Sunsilks main target market is Females between the age group 16-40 .Their target market was on the basis of consumer buying behavior, income level and purchasing power of the consumer; accordingly they changed their quantity of product for e.g. different sizes of shampoo bottles were available for low income groups. But now they use a measure called as LIVING STANDARD MEASUR (LSM) and by this they classify market on the basis of their lifestyle. Positioning
A positioning built on meaningful differences, supported by appropriate strategy and implementation, can help the company build competitive advantage. Using product differentiation, they are positioning the Sunsilk shampoo as one brand seven experts who have solutions for all hair types and now beauty is not restricted up to salon, at home you can have expert touch because now they have co created the shampoo with worlds top seven hair experts who have solutions for all hair types.

Product Line
Sunsilk believes that the secrets to beautiful hair shouldnt be locked behind the salon door.

The new ranges are:

THICK AND LONG Sunsilk range contains Keratin Yogurt Nutri complex for long-lasting volume with natural body and bounce.

HAIR FALL SOLUTION / ANTI DANDRUFF- Hair fall product range is packed full of Mustard Oil Complex for hair with boosted strength and density that oozes health and radiance. The Anti-Dandruff range, enriched with Egg and Yogurt ZPTO Complex, thoroughly cleanses and refreshes while purifying the scalp to eliminate dandruff from the first wash and protect hairs natural condition from dryness. BLACK SHINE Sunsilk product range contains Amla Pearl Complex along with a conditioning system which reveals your hairs natural shine so it glows brilliantly from the inside out. SOFT & SMOOTH Sunsilk product range contains exclusive product Ceramide Egg Complex to dramatically improve hair texture by penetrating deeper and filling damaged cracks layer by layer, strand by strand. VIBRANT COLOUR PROTECTION Sunsilk product range repairs surface damage and rejuvenates the hair fibers, leaving hair in the ultimate condition to transmit brilliant color.

DEFINED CURLS Sunsilk product range defines curls; controlling their volume and reducing frizz.

Price Unilevers pricing is value based which provides the starting point for developing marketing mix for the product. The determination of price is done by research department using focus groups. Once the initial price is determined second thing is target costing to achieve the required profits. Target costing thus provides an essential tool to manage cost effectively. Differentiation is a factor, which allows the seller to gain market share in contrast to competitors. Given this market condition, Unilever differentiates its products and also sells them in different price ranges to cover at least a large portion of the market. Also this makes Unilever more sensitive to price changes of competitors products.
Quantity 50ml 100ml 200ml 400ml 5ml (sachet) Price Rs.35 Rs.85 Rs.165 Rs. 350 Rs. 5

Packaging Sunsilk is known for its bright and catchy colors so the packaging design for the New Sunsilk range is extremely exciting and this year their different hair type shampoos have bright attracting colors which are:

This new packaging has clearly identified that there is a separate product for each hair type.

Distribution Outlets Major distributors of sunsilk are MAKRO and METRO Cash and Carry. They have the biggest advantage of market penetration as they have acquired 98% of the market who use sunsilk once a year. Other than big super markets, they also have a wide distribution network across the country which places the product on retail stores. They have almost 150 distributors across Karachi. Sales Force As their future goals involve increase in their annual sales by 5%, therefore they have also thought to increase the size of their sales force as well. They have planned to add more labors to their sale force. Service Sunsilk products are widely available in the market but their conditioners sometimes face shortage. Other than that, their customer service is excellent as they immediately respond to their customers complaints.

Advertising Previously Sunsilk used to keep on changing their advertising campaigns whenever they felt that their current campaign has became obsolete. They kept on changing their campaigns with change in lifestyles and trends. The other reason for changing their campaign was that they had divided their target audience into groups like: Group 1: young girls of school and college Group 2: young girls of university level Group 3: working women and house wives

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According to this classification, they targeted different groups through different campaigns. But according to their current practices, they now wholly target women of all ages irrespective of groups. The star Model UMAIMA MALIK is starring in new advertisement of Sunsilk.

THEIR PROMOTIONAL ACTIVITIES

1-COUNTDOWN BEGINS FOR SUNSILKS NEW COCREATION RANGE

From 22nd February, every day one out of seven pioneering global hair experts would be revealed, who played an important part with Sunsilk to launch worlds first co-created product range for all hair types.

2-REGISTER NOW TO GET EXPERT KIT

Sunsilk is to pioneer a deeper appreciation of all hair types by giving away free Sample Kits on their doorsteps by SMS Sunsilk to 5892.

Research and development They have conducted descriptive research in which they have identified the problem, analyze the situation that what are needs and wants of consumer and also identified that what they demand in new product. With that they have increase their expenditure on R&D.

Marketing Research Sunsilk has increased their marketing expenditures from Rs. 9 million.

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Action Programs

On 6th Jan launched 1st experts range that is Sunsilk black shine by Jamal Hammadi. On 21st Jan starting Experience the expert touch campaign and get a expert kit.
Lahore 12 January the Pakistan Fashion Design Council and Sunsilk announcement of PFDC Sunsilk

Fashion Week.

On 2nd Feb Sunsilk Co-creations Digital Campaign On 2nd April Sunsilks Brand Power Campaign

Projected Profit And Loss Statement

These statements were confidential and they denied discussing their projections of profit and loss.

Controls
They are to keep track of weekly sales and their productions and by this they will develop demand fore-cast so that they can avoid shortage in market. They monitor consumers consumption patterns to identify faults in advertising packages and then in their next campaign they will consider these patterns. By process of store condition tracking they continuously monitor their effectiveness of their promotional activity and consumers response towards their and competitors product. Dialogue with higher management and show the performance chart in digital format.