The Industry: 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.

Sunsilk 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.

Sunsilk 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 marketingstrategies that will be implemented on how to sell ourproducts to the people, especially in the provinces andhow we formulated a shampoo pack that is affordable toconsumers

OBJECTIVE:

TO ENABLE BRAND IMAGE MEASURMENT OF SUNSILK

Situation analysis Marketing strategy Financial projections Implementation control References

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 €40.5 billion in 2008

 Men should be considered also, since some men use SunSilk  also.

 Cover the whole market irrespective what class they belong.

STRENGTHES:STRENGTHES: HINDUSTAN 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- ○Devaluation of product

○Poor promotion of free samples○No unique identification of product

OPPORTUNITIES:OPPORTUNITIES:

•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 HINDUSTAN

UNILEVERs can make huge gains.•Shampoo plus conditioner and anti-dandruff

shampoos are another area where HINDUSTANUNILEVER can earn huge profits.

•Rural areas are a large prospective market where they can introduce Sunsilk.

•Political and Economic factors.•Partial Government policies.•High rate of competition.•Local and Foreign competitiors.

MISSION:

Our mission is to add Vitality to life. We meet everyday needs for nutrition hygiene and personal care with brands that help people look good, feel good and get more out of life

PURPOSE

Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact.

PRODUCT: Currently, the range consists of: Yellow Sunsilk with Bio Proteins from Vegetable Extracts: 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.

♦Black Sunsilk with Melanin from Plant Extracts 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.

♦Green Sunsilk with Fruitamins Vitamins from fruit Extracts: 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.

♦Pink Sunsilk with yoghurt proteins : 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.

♦Orange Sunsilk with active nutrients from Citrus Extracts:

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

HINDUSTAN 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, HINDUSTAN 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

Distribution Objective: “To reach as many towns and

villages as we can” HINDUSTAN 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

INSTRUMENT OF DATA COLLECTION

QUESTIONNAIRE

SAMPLE SIZE 25 RESPONDENTS

The results of the survey and study conducted The survey revealed that shampoo is a product in which

consumers care about theirchoice between different brands. As per the analysis, Sunsilk’s competitor brands are Clinic Plus, Garnier, Pantene and Fiama DiWills.

Knowledge: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 wait”. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed Habib and Samantha Kochhar. Thus, Sunsilk is high onknowledge. 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.

Esteem: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.

Differentiation:Sunsilk is second on differentiation with an 80 percentile. There are a

variety of reasons due to which Sunsilk enjoys differentiation. It does different thingslike the gang of girls, offers expertise of hair care experts like experts Jawed Habib and Samantha Kochhar.

Relevance: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 ‘Hairapy’ 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 “Fashion”

Hoardings Sponsorships Advertising

PARTICULARS TOTAL COST

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

MEDIA TIMINGS AMOUNT

SONY TV 13:00-17:00 50.000

STAR PLUS 13:00-17:00 40,000

ZEE TV (HINDI,MARATHI)

17:00-21:00 40,000

V-CHANNELM-TVVH1

9:00-12:00 1,00,000

TOTAL 2,30,000

MEDIA DATES AMOUNT

TIMES OF INDIA 1ST,19TH,25TH OCT 15,00,000

HINDUSTAN TIMES 3RD,15TH,30TH OCT 15,00,000

DNA 1ST.19TH,23RD NOV 10,00,000

LOKSATTA 3RD,5TH,25TH NOV 15,00,000

MUMBAI MIRROR 17TH,27TH OCT 30TH NOV

10,00,000

FLYERS 5TH,17TH OCT 10,00,000

TOTAL 90,00,000

Total Expenses/ Price Per Unit 20,00,50,000/150=1333666.66 UNITS

HENCE BREAKEVEN POINT WILL BE ACHIEVED ON SELLING 1333667 UNITS

PARTICULARS NO, OF UNITS PRICE REVENUE

ESTIMATED SALES

20,00,000 150 30,00,00,000

RETURNS ON INVESTMENTS:30,00,00,000 – 20,00,50,000 = 9,99,50,000

APPROXIMATELY 50% PROFIT ON AND AGAINST THE INVESTMENT

http://www.sunsilk.us/Http://sunsilkhairproducts.net/INTERNATIONAL MARKET (604242)ELIDA

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