Marketing audit of Unilever( sun silk shampoo)
-
Upload
sadaf-samoo -
Category
Marketing
-
view
3.894 -
download
0
Transcript of Marketing audit of Unilever( sun silk shampoo)
“MARKETING AUDIT OF UNILEVER”
Assignment Of
Principles of Marketing
By
Sadaf D/O Ghulam Rasool
Submitted
To Mr. Hassan Ahmed
Department of Business Administration __________________________________________________________
Benazir Bhutto Shaheed University Lyari, Karachi
Table of Contents: INTRODUCTION: .............................................................................................................................3
HISTRORY OF UNILEVER COMPANY: ......................................................................................3
HISTORY PAKISTAN LIMITED: ..................................................................................................3
MISSION: ......................................................................................................................................4
VISION: ........................................................................................................................................4
OBJECTIVE: .................................................................................................................................4
PRODUCT INTRODUCTION: ..........................................................................................................4
SUNSILK: .....................................................................................................................................4
BCG MATRIX OF UNILEVER: .....................................................................................................4
ANSOFF MATRIX: .......................................................................................................................4
SWOT (STRENGTH, WEAKNESS, OPPORTUNITY, THREAT) ANALYSIS OF UNILEVER:.......4
MARKETING MIX OF SUNSILK: ......................................................................................................4
PRODUCT LIFECYCLE: ...................................................................................................................4
SEGMENTATION, TARGETTING, POSITIONING &DEFFIERIENTIATION ..............................................4
MICRO AND MACRO ENVIROMENT ANYLSIS OF SUNSILK: ..............................................................4
COMPETITORS OF SUNSILK: .........................................................................................................4
CONCLUSION: .............................................................................................................................4
HISTRORY OF UNILEVER COMPANY:
HISTORY PAKISTAN LIMITED:
INTRODUCTION:
Unilever is a multi-national
corporation. It was formed in 1930 by the lever brothers and Dutch margarine.
Today the corporation is fully multinational with operating
companies in over 100 countries. With 400 brands spanning 14
categories of home, personal care and food products, it is the company
which touches so many people lives in so many different ways.
From feeding family to keeping home clean and fresh, UNILEVER brands are essential part of
everyday life.
Lever brothers were established in Pakistan in 1958. In Pakistan first site
was in RAHIM YAR KHAN. Largest FMCG (FAST MOVING CONSUMER PRODUCT) industry
Company now operating at different location in Pakistan. They are enjoying their leading position in more of its core home, personal
care and food categories. Example: personal wash, personal care, laundry, beverage (Tea) and ice
cream. It operates through four regional offices, as well as 4 completely owned and
6 third party manufacturing sites across in Pakistan.
OBJECTIVE:
“Work to create a better future everyday by inspiring people and develop
new ways of doing business.”
MISSION:
VISION:
“Unilever’s mission is to add vitality to life”
“Assess the idea of product acceptability, reliability and perceived
benefits.”
“To observe consumer’s judgment of the product, in terms of product
performance and related benefits.”
“Look at consumer’s reaction towards packaging.”
“Identifying consumer’s perception regarding quality advertisement in
terms of its impact.”
Sun silk was
launched in
the UK in 1954
and had speedily
become
UNILEVER’S
leading
international
shampoo brand.
By 1959 it was
available in 18
different
countries
worldwide.
Pakistan had a
largely under-
developed market in terms of personal care products in the 1980’s.
The launch of sun silk introduced FMCG (FAST MOVING CONSUMER
PRODUCT) industry in 1983 in Pakistan and to redefines the lives of its
people.
PRODUCT INTRODUCTION:
SUNSILK:
BCG MATRIX OF UNILEVER:
MARKET GROWTH
STARS High growth rate and high
market share
QUESTION
MARK High growth rate and low
market share
CASHCOW Low growth rate and
high market share
DOG Low growth rate and
low market share
MARKET SHARE
ANSOFF MATRIX:
Market Penetration
Product Development
DiversificationMarket
Development
SWOT (STRENGTH, WEAKNESS,
OPPORTUNITY, THREAT) ANALYSIS OF
UNILEVER:
Operational and cost effectiveness:
Building strong network of allocation (performing Supply chain) and shrink
expenditure by outsourcing procedure.
Sophisticated value to consumer by brand purpose
sustainable innovation linked to confine requirement
Consumer connectivity:
They penetrate user life they are responsive towards their needs.
Well recognized in emerging market:
50 years in China, brazil and India
Use of innovative publicity and promotions:
on website and commercial (initiate in Digital business)
Organizational structure:
2 Unilever: Unilever NV (Netherlands) and Unilever PLC (UK) might come
together as flexible.
Focus on rising Market may measured down the business expansion
(Emerging country are not economically and politically stable)
Strength (main competitive advantages):
Weakness:
Demographics:
Products demand to broad range of people
Combinations of worldwide employees get extensive cultural and business
experience in all process.
Technology:
Usage of high technology such as digital business
latest communication technology to additional proficient supply chain
Environment:
make best use of recycled pack materials
process environmentally responsive
Products are eco-friendly
Economic
Internal turmoil in third world countries
Ventures in developing countries are jointly owned
Politics:
None protected politic condition in several country of emerging market
Environment
Increased rules
Opportunity:
Threat:
MARKETING
MIX
PRODUCT
PROMOTION
PLACE
PRICE
PRODUCT:
SUN SILK STUNNING BLACK SHINES:
This shampoo has been co created with the help of Jamal
hammadi.
Enrich with AMLA, pearl complex energizers to give
deeper, shinier hair from the first wash.
The marketing mix integrated with 4Ps which company uses to promote its brands and products
in the market.
SUNSILK is one of the star products of UNILEVER which comes under the category of
personal care products.
MARKETING MIX OF SUNSILK:
SUN SILK DREAM SOFT AND SMOOTH:
This shampoo is the best shampoo for dry hair.
Enrich with Egg Ceramide Complex, which cleanse
your hair and conditions even the driest hair leaving it
soft & smooth
SUN SILK HAIR FALL SOLUTION:
Shampoo with soya vitamin complex which
will reinforce hair fiber up to the tip.
SUN SILK LUSCIOUSLY THICK & LONG:
This shampoo has been co-created with Teddy Charles.
Enriched with Keratin Yoghurt Complex which provide
your hair essential nutrients to give you long-lasting
volume.
SUN SILK ANTI DANDRUFF:
Eliminate dandruff clean and refresh hair.
ZPTO- enhanced formula starts removing dandruff, while
egg and yoghurt energizers protect hair’s natural condition
from dryness and hair fall.
SUN SILK NATURAL RECHARGE:
Created by Jamal Hammadi (hair stylist and Sun silk expert)
Sun silk natural recharge, which replenish hair’s natural look.
Gives you 5 times stronger hair, making it look abundant! Infused
with Ginseng plant root extracts.
100g
SUN SILK RADIANT SHINE:
This shampoo and conditioner combines the nutritious
qualities of five oils (Argon, Jojoba, Camellia, Almond
and Olive) which give beneficial effects in your hair.
SUN SILK PERFECT STRAIGHT:
Sun silk expert Yuko Yamashita has co-created Sun silk Perfect Straight.
Ideal shampoo for straight hair every day. Its advance Straight-Lock
technology to actively control and hold every strand perfectly aligns as it
dry.
Variants Are Available In Different Sizes:
400g
200g
6ml
SUNSILK SHAMPOO
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 150 to Rs 170
Rs 200 to Rs 300
Rs 88 to Rs 95
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 5 (Sachet)
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300 100
g
6ml
PLACE
General stores
PRICE
Sun silk is the market leader therefore sets the market price.
400g 200g
Super markets
Small stores Shopping mall
Medical stores
Utility stores
Sun silk is easily available in all:
PROMOTIONAL ACTIVITIES:
Sun Silk Promotes Their Shampoo By
Advertising In Television Even They Promotes
Their Sun Silk Range Through Movie Such As
FASHION.
They Came Up With A New Promotional
Campaign GOOD HAIR DAYS in Six Major
Cities in Association with Famous Hairstylists of
the Country.
Door To Door Service.
Special Channel Distribution.
Free Washes and Gift Hampers.
Road Shows.
School Programs.
Product Labels.
Websites.
Call Centers
Stall Activities.
Promotion refers that activities by which user get information about product or
service that is going to provide.
PRODUCT LIFECYCLE:
•Sun silk was launched as a beauty shampoo, and was positioned the similar way during its initial years in india. Sun silk begin its marketing efforts in 1955 with an advertising campaign focused on specific hair "issues".
• In early years Sun silk focus is much of its marketing attention to position the product as a beauty shampoo.
• In the1970s, Sunsilk was advertising with the punch line “All you need is Sunsilk”. In its growth stage, their focused were on different product variants and promoting their usage.Within ten years, they introduced a tonic shampoo for dandruff
•Later SUNSILK launched many shampoo variants like: Sunsilk Silky and Straight Shampoo,
•Sunsilk Care & Repair Shampoo,
•Sunsilk Hydra,
•Sunsilk for Hair Damaged by Daily Wear and Tear.
•They also come out with with its range of hair conditioners as well
•SUNSILK is a global brand which is at maturity stage and this product is being sold in 69 countries. To make longer the set in of the decline stage, Sunsilk go for Brand renovation in 2003 and came out with new “SUNSILK NATURALS”.
•From2009, has started work with a number of professional hair experts to initiate new and better products. . Each hair issue variant has been associated to an expert with the significant specialist hair knowledge.
•sales begin to decline as the product reaches its saturation point. products are phased out of the market due to decrease in sales and because of competitive pressure. The market sees the product as old and no longer in demand.
•SUNSILK is in its maturity stage, it has already made its impact on the market so it is still far away from the decline stage
SEGMENTATION:
Sun silk shampoo is using gender and age as the basis for segmentation.
Their Segmentation Is Demographic.
DEMOGRAPHIC INCLUDES:
Age: young age mostly youth.
Gender: female.
Religion: all
Occupation: young working woman.
Social grade: middle and upper middle class.
Market age of segmentation of age starts from 16-21 and above then.
GEOGRAPHIC SEGMENTATION:
Sun silk shampoo’s target is Indonesia which has 33 provinces from sabang until
merauke and Jakarta city is the origin for the marketers to conduct the promotional
strategies.
SEGMENTATION, TARGETTING,
POSITIONING &DEFFIERIENTIATION
TARGETTING
:
Main target is girls between ages 20
and above.
It is designed for those females who
want to look beautiful, confident and
active by keep their hair healthy and
beautiful which is rising their
standard of living.
POSITIONING:
Sun silk shampoo for iron heated hair provides
real solution to modern women. SUNSILK
positioned as a “HAIR EXPERT”
Every girl wants to give herself new
look and style, sun silk offers her
family size bottle in 165PKR.
It changes packing and size to draw an
attention of customer.
Variety of reasons by which sun silk is enjoying
differentiation:
It does different things like gang of girls.
It offers experts of hair care like: Jawed
habib, Samantha khochar & Jamal
hammadi.
This product is relevant among wide
masses because of its quality, affordability
and constant innovation.
DIFFERENTIATION:
MICRO AND MACRO ENVIROMENT
ANYLSIS OF SUNSILK:
MICRO ENVIROMENT
COMPANY:
Unilever chain of
command is so much
supportive because their
Hierarchy is horizontal so
all the managers have
good teamwork among
each other.
They have no threats of
supplier because they
have already made a
contract with them.
They gave them raw
material like:
chemicals.
SUPPLIER:
MARKET INTERMEDIARIES:
As far as financial
intermediaries concern,
UNILEVER have good name in
this matter.
They are using old chain with
the recognition of their
products.
CUSTOMER: They are well defined with
their target market and
market segmentation.
Unilever’s product is
neither gender specific nor
for only one social class so
they have enough people
to accommodate with.
COMPETITORS: There are many
competitors because
others are making
also same product but
there direct
competitor is
PANTENE.
PUBLIC: Public is attracted in their
product as it might bring a
financial interest to our
stakeholders and other key part
of this our media public.
It is a good source or the as it
lounge under UNILEVER’S
company in a very reputable
product sun silk.
DEMOGRAPHIC: The product of UNILEVER
SUNSILK is not for the specific
age. It covers the following area:
Female
Male
Kids
So the demographic area is huge for
that product.
MACRO ENVIROMENT:
ECONOMIC:
As the social class we
cater are cost-
effectively and the
product of UNILEVER
is give also ease with
respect to prices
NATURAL:
As the raw material they
use is neither harmful for
health nor damages the
environment. So people
prefer to utilize that
product.
TECHNOLOGICAL: Unilever is using latest
technology for making
their products and for
managing the operation.
Technology helps in
making the products and
satisfying the demands on
time
POLITICS: There are no specific
problems which are face
by them but there are
some rules and
regulations which they
have to follow.
CULTURAL: People trend are
shifting and they are
more aware to apply
that product which is
more valuable or
helpful products for
growing their hair
COMPETITORS OF SUNSILK:
Direct competitors:
Company that offer similar products and service aspire at same target
market and customer base, with identical objective to get profit and
market share growth. Major competitor which is from rural area:
BIO AMLA.
And in urban areas competition is with P&G products like:
HEAD AND SHULDER
PANTENE.
Indirect competitors:
They are same like as direct competitors but their goals are different.
Competitors are trying to increase revenue with different strategy. Indirect
competitors of sun silk are:
CLEAR
REJOICE
CLINIC PLUS
Other competitors are as:
L’OREAL
GARNIER FRUCTICE
DOVE
CHICK
CONCLUSION:
“Sun silk is renowned because of its brand name UNILEVER. Sunsilk is
market challenger for P&G. They created new look with different
variants, new packing, new commercial. They have advantage of
charging their prices lower than P&G. They want to survive in
competitive advantage by reducing the gap between UNILEVER and
their big competitors. UNILEVER is the one company who look outside
their walls by giving the opportunity to hair stylist and experts. They
start up to work together for sharing UNILEVER vision. They invest a
huge amount on marketing to decrease the influence of substitute”
\