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‘ Shampoo is part of Fast Moving Consumer Product (FMCG).

FMCG are the products that consumer use on frequent basis.
Shampoo is one of the most frequently moved products which are
used for cleaning of hair. With the world Shampoo Industry,
NewZealand also plays a part in Manufacturing of Shampoo.
Some Industry in New Zealand is in Manufacturing of main
surfactants like alkanolamides, betaines,
cocoamidopropylbetaines, amine oxides that are used in
Shampoo. New Zealand also imports the same product from
countries like Australia, Asia and rest of the world.
‘ Furthermore, FMCG goods are also said to be
the goods that has low manufacturing and low
consuming cost that·s why they are called
quick movers. This Industry is also as other
FMCG Industry is both adaptable and
responsive. Proctor & Gamble, Unilever are
couple of best example of the FMCG Industry
as they are in the top 5 organization operating
in the FMCG arena.
‘ <  is a hair care brand, primarily aimed at women, produced
by the Unilever group. Sunsilk is Unilever·s leading hair care
brand, and ranks as one of the Anglo-Dutch conglomerate's
´billion dollar brands". Sunsilk shampoos, conditioners and other
hair care products are sold in 69 countries worldwide.
‘ Sunsilk is sold under a variety of different names in markets
around the world including Elidor, Seda and Sedal. 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.
‘ <  is a hair care brand, primarily aimed at women,
produced by the Unilever group. Sunsilk is Unilever·s
leading hair care brand, and ranks as one of the Anglo-
Dutch conglomerate's billion dollar brands". Sunsilk
shampoos, conditioners and other hair care products are
sold in 69 countries worldwide.
‘ The New 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 content of the plan is our unique marketing
strategies that will be implemented on how to sell our
products to the people, especially in the provinces and
how we formulated a shampoo pack that is affordable to
consumers
0
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TO ENABLE BRAND IMAGE MEASURMENT OF

SUNSILK
‘ <

‘  
 


‘   


‘ 

 
‘ 




‘ Sunsilk shampoo maintains its # 1 position in
the market.

‘ Product is being used most of the time, we

formulate a more economical and affordable
package of Sunsilk

‘ Unilever employed 174,000 people and had

worldwide revenue of ½40.5 billion in 2008
‘ Men should be considered also, since some
men use SunSilk also.

‘ Cover the whole market irrespective what

class they belong.
<mm<
‘ DINDUSTAN UNILEVERs India Limited is one of the
largest organizations in India.
‘ Company has advanced technology and well skilled
professionals.
‘ The New Sunsilk Shampoo is a high quality product in
terms of hair protection.
‘ The target market is educated, professionals and
belongs to premium and middle class.
‘ Company totally owned, systematic distribution
network, transparent communication system.
‘ Participative management style Very good distribution
network all over India, in all major and small cities.
Competitor has strong promotional activities.
‡Customers are offered better alternatives by the
competition.
‡Advertisement flaws-
ʊDevaluation of product
ʊPoor promotion of free samples
ʊNo unique identification of product
00mm<

‡Population expanding at a rapid rate.

‡Consumers are becoming more quality conscious
‡Current capacity utilization is 80%, which can be further
broadened with the increase in demand.
‡Customer base is increasing with effective marketing.
‡Baby shampoo is another area where DINDUSTAN
UNILEVERs can make huge gains.
‡Shampoo plus conditioner and anti-dandruff shampoos
are another area where DINDUSTANUNILEVER can
earn huge profits.
‡Rural areas are a large prospective market where they
can introduce Sunsilk.
‡Political and Economic factors.
‡Partial Government policies.
‡Digh rate of competition.
‡Local and Foreign competitiors.
 ô






      

   
 

    

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Normal hair needs wholesome nourishment. New Sunsilk with BioProtein
extracted from Vegetable milk has nutrients that deeply penetrate each hair
strand, to nourish it leaving hair strong and beautiful.

‘ ʕ <   
   

Dull hair needs a rich black shine. New Sunsilk with Melaninextracted from
plants serves this purpose very effectively. It helps inthe growth and retention
of the black color of hair, giving it a richblack shine.

‘ ʕ

<        

Thin and limp hair needs extra body and volume. New sunsilk
withFruitamins has natural extracts from fruit that contains Vitamins.These
vitamins help in giving extra body, shine and amazingmanageability to the
thinning and lifeless hair.
‘ ʕ<  
   

Dry hair needs wholesome conditioning, extra shine and style.
New Sunsilk with yoghurt proteins makes the dry hair full of life.
Its especial ingredients moisturize each hair right to its tips
leaving it shiny and beautiful.
‘ ʕ0 
<  !
 
   
The advanced formula of orange Sunsilk is the result of the latest
research. This shampoo is especially designed for oily hair type
that looks flat and greasy due to the excess of moisture. New
sunsilk with active ingredients from citrus extracts cleans the
excess oil off hair while its nutrients deeply penetrate each hair
strand to nourish it
‘ DINDUSTAN UNILEVER claims to practice value-based pricing
in which the customers· perception of the product·s price provides
a starting point for developing the marketing mix of the product.
The research department determines this price usually by using
focus groups. The price of Re 1 and 2 for Sunsilk shampoo sachets
shows how the price also reflects a concern to make the purchase
more convenient, since the rupee is denoted in this value.
‘ Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater
to the demands keeping in mind the wants of this particular
customer segment.
‘ The primary importance of this value-based pricing is that the
product demand will be much higher if its price is in line with the
customer·s perception of its value. One crucial concern for value-
based pricing is strict management of cost in order to be able to
make a profit at the value-based price. After the initial price is
determined, DINDUSTAN UNILEVER then uses target costing in
order to achieve the required profits
‘ Build top of the line consumers· awareness.
‘ Creating a personality of the brand.
‘ Besides having these general objectives, the
advertising objectives are set avoiding to the
advertising strategy for each product, e.g. Sunsilk
advertising objectives since it was being re-
launched were:
‘ ‡To increase the usage.
‡Conditioning benefits.
‡Makes the hair appear clean and shiny.
‡Imparts a feeling of freshness-due to fragrance.
‡Easy to manage, silky, soft hair.
‡Unique shampoo for every hair type.
‡Effectively communicate brand promise
‘   0 
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‘ DINDUSTAN UNILEVER has 150 distributors
whose function is to sell to wholesaler s directly.
There are different distributors for different areas.
They are carefully selected and their performance
is constantly evaluated.
‘ OUTLETS,
‘ RETAILER
<mm0 m 0

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SAMPLE SIZE 25 RESPONDENTS
‘

  
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‘ The survey revealed that shampoo is a product in which consumers care
about their
choice between different brands. As per the analysis, Sunsilk·s competitor
brands are Clinic Plus, Garnier, Pantene and Fiama DiWills.

‘ Œ

Sunsilk comes second in knowledge with an 80 percentile.

Clinic plus enjoyed the top position because of its mass appeal and the
association of Clinic
(Clinic All Clear with anti dandruff.).Sunsilk is high on knowledge because
of various reasons. It is an old brand; it is a product of Unilever. Sunsilk
has always taken many initiatives to reach customers like the Sunsilk Gang
of Girls, promotional campaigns like ´lifecan·t waitµ. Customers were
offered free hair care and styling consultations by Sunsilk hair experts
Jawed Dabib and Samantha Kochhar. Thus, Sunsilk is high on
knowledge. Presently, Sunsilk is trying to move up the value chain by
being a mid premium brand and not a mass market brand. But our survey
reveals that respondents still view Sunsilk as a mass market brand.
‘ 

Sunsilk is not very high on esteem, enjoys third position
with a 60 percentile.
‘ The reason probably could be it is seen more as a mass product
and lesser as a premium product. Shampoos like Garnier are seen
more as a premium product.
‘ 

Sunsilk is second on differentiation with an 80
percentile. There are a
‘ variety of reasons due to which Sunsilk enjoys differentiation. It
does different things
like the gang of girls, offers expertise of hair care experts like
experts Jawed Dabib and Samantha Kochhar.

‘ 

!
Sunsilk brand is highest on relevance. This could be on

account of various reasons. Sunsilk is a popular brand, a Unilever
product, used since many decades. It is a quality product at
affordable price.
Moreover, it has wide variety of variants to cater to different
consumer preferences.
The product is relevant among wide masses because of its quality,
affordability and constant innovation
‘ Innovative campaigns such as ¶Dairapy· and
¶Life Can·t Wait· were launched to attract
women to the brand
‘ Sponsored short films that were broadcast
during popular television shows.
‘ Media platforms used
‘ Print media
‘ Music videos
‘ Free sample distribution

‘ Demo campaigning

‘ Promotion of the products in

the sunsilk range through

movies such as ´Fashionµ
‘ Doardings
‘ Sponsorships
‘ Advertising
 m
< m0m
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Electronic media 2,50,00,000
Print media 1,00,00,000
Promotional visit 5,0000
Broadcasting media 50,00,000
Ambassadors 1,00,00,000
Production exepenses 15,00,00,000
total 20,00,50,000
 m< 0m
SONY TV 13:00-17:00 50.000
STAR PLUS 13:00-17:00 40,000
ZEE TV 17:00-21:00 40,000
(DINDI,MARATDI)
V-CDANNEL 9:00-12:00 1,00,000
M-TV
VD1
TOTAL 2,30,000
  m< 0m
TIMES OF INDIA 1ST,19TD,25TD OCT 15,00,000
DINDUSTAN TIMES 3RD,15TD,30TD OCT 15,00,000
DNA 1ST.19TD,23RD NOV 10,00,000
LOKSATTA 3RD,5TD,25TD NOV 15,00,000
MUMBAI MIRROR 17TD,27TD OCT 30TD 10,00,000
NOV
FLYERS 5TD,17TD OCT 10,00,000
TOTAL 90,00,000
‘ Total Expenses/ Price Per Unit
20,00,50,000/150=1333666.66 UNITS

‘ DENCE BREAKEVEN POINT WILL BE

ACDIEVED ON SELLING 1333667 UNITS
 m
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ESTIMATED 20,00,000 150 30,00,00,000
SALES

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Dttp://sunsilkhairproducts.net/
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