SUNSILK-CLEAN & FRESH

Introduction Sunsilk is a hair care brand, primarily aimed at women Firstly it was launched in 1954 in United Kingdom. It has become Unilever’s leading international shampoo brand It ranks as one of the “billion dollar brands” It is being sold in 69 countries worldwide It is strongest in Asia, Latin America and the Middle East It is the number one hair care brand in Pakistan, India, Brazil,

Argentina, Bolivia, Bangladesh, Sri Lanka, Indonesia, and Thailand

KINGDOM OF SAUDI ARABIAEXTERNAL ANALYSIS

Political Analysis: Saudi Arabia’s political system has remained unchanged since its

existence in 1932, thus it is politically stable Though government has taken steps to improve foreign investment

and infrastructure.

ECONOMIC ANALYSIS

KSA has strong GDP growth and government finances GDP is US$ 805 Billion Per capita income US $ 25,401

SOCIAL ANALYSIS

Government has developed a comprehensive social security system Reforms for improving quality of life like investments in healthcare,

women education etc.

TECHNOLOGICAL ANALYSIS

KSA has favorable policies for investment in R & D Steps like opening up of economic cities, medical research and

services zones have been taken.

LEGAL ANALYSIS

KSA legal environment is improving with reforms in privatization Saudi Arabia has been ranked highly in terms of ease of doing

business.

ENVIRONMENTAL ANALYSIS Increased awareness Imposed restrictions on over consumption of oil and waste dumping

The Republic of Turkey Turkey is a transcontinental, Eurasian country 97 percent of the country is in Asia One part of Istanbul lies in Europe It has the world's 17th largest GDP It is a secular state with no official state religion Islam is the dominant religion of Turkey with 96.4% of the population

being registered as Muslim

Demographics Population, total 79.40 million (2016) Current female population is 50.1% Whereas male population is 49.9% Population Growth rate is 1.68 % The survey by the Konda polling agency, published in the Milliyet

newspaper, showed 69 percent of Turkish women now wear headscarf A Gallup poll done in Turkey in 2008 found that 45 percent of Turkish

women surveyed said they wore a headscarf in public.

Political Analysis One of the current political strengths in Turkey is that their

government have policies on liberalization Turkey is supporter of liberal trade and investment policies which

allow open trade between different countries in the EU. Turkey forged a custom union agreement in 1996 to allow many

Turkish firms to get bigger and more successful in the global economy.

Exports have been rising on average at a rate of 10% every year and this will allow the fashion industry to flourish with the exports produced in the Turkish plant.

Economic Analysis One of the current economic strengths in Turkey is that there is a high

flow of foreign investment coming from abroad. The investment plays apart in Turkey's speedy expansion and this has

been driving the country's economic growth. In Turkey there is a privatization program planned to start from 2008

that will allow the sale of major bridges, highways, electricity grids and a share in the partly commercial bank.

The money generated from foreign investment will be used for expanding the infrastructure of the country; this will be an advantage for bringing the plant into Turkey as the Turkish economy will be in growth

Social Analysis One of the social system strengths in Turkey is that they have

growing proportion of young population as they have more than half the population being aged below 30

More than half of the women wear hijab when out in public so it’s a great opportunity for Sunsilk-clean and fresh to enter this market

There is a healthy supply of young population willing to work so the company could create jobs for these people

Legal Analysis Turkish government are strict on the law and will enforce the law if

need arises It will allow the company to have a fair trial if any form of disruption

were to come up such as trade union issues that would cause the company any serious problems

Another legal advantage in Turkey would be the robust framework for the business entities

The companies who are looking to invest into Turkey will not need to go through a very long and lengthy business registration process as there is a freedom to start, operate and close a business by the Turkish regulatory environment.

 Geography in Bangladesh

Bangladesh, on the northern coast of the Bay of Bengal, is surrounded by India, with a small common border with Myanmar in the southeast. World biggest sea beach cox’s bazar & Mangrove forest Sundarbon located in Bangladesh

Land area: 1,47,570 square kilometers, nature are greener and there have lot of historical places

Geography in Bangladesh

Population: 160 million people. It is most densely populated country.

Language: Bangla ( only one language) National religion: Islam ( 90% people are Muslim)

Culture in Bangladesh

Though it is very small country, Bangladesh is very rich of their culture.

Bangladesh is colored different beautiful color in six seasons. Bangladeshi people celebrate different cultural function almost

whole year as whole nation. The diversity of life are changing with season and celebrating every

season very delightedly . Fashion houses and different clothing company make different color

and stylist dress for different season. As majority of Muslim in country, there have trend to wear Hijab and

Borkha most of the girls.

Covering hair in Bangladeshi girls

Women in Bangladesh have ALWAYS been subjected to a more conservative society, woman using a veil, or scarf to cover their heads, women folk not coming in front of males, etc.

There have also trend of wearing hijab of Bride. I think its very appropriate place to launch ‘Sunsilk covered hair

Shampoo’ in Bangladesh.

Cont….

Demographics of Bangladesh

Bangladesh is most densely populated country. There are 7.12 crore males against 7.11 crore females in the country. It is large number of woman there. As their 90% are muslim, most of the muslim girls covered their hair.

Hair covering girls psycho graphically interested to use this type shampoo and As consider they are special.

Segmentation Segmentation is ‘dividing up a market into a distinctive group that

has common needs and will respond similarly to a marketing action Sunsilk divided the market into two groups based on gender.

1 Male consumer 2 Female consumer

Consumer needs and wants change with age. Sunsilk divided the female consumer market into three groups based on age. 1. Market segment of female age 16-21 2. Market segment of female age 22-40 3. Market segment of female age above 40

Segmentation (Cont.) Sunsilk divided the market into three groups based on income.

1. Upper class 2. Middle class 3. Lower class

Targeting Gender: female Age: Young - Old Occupation: mostly working women Income: middle and upper middle class Lifestyle : Religious women Those women who are active, dynamic and simple but conscious of

their need to feel clean and fresh.

Positioning“Feel lively, clean and fresh”

Sunsilk- clean and fresh is the brand extension towards all young girls and women who cover their hair but are modern and fashionable

This brand gives an outright solution to the problem of hair damage and dandruff

A complete cure to damaged scalp resulted from sweat and sebum produced because of covering hair all day long

Typical shampoo adverts focus on the outward benefits like ‘shine’ rather than addressing concerns which are specific to the problems faced by women who cover their hair

Differentiation strategy Sunsilk can use differentiation strategy to enter the new market Offering unique attributes that are valued by customers That customers perceive to be better and different from the products

of the competition Sunsilk clean and fresh presents a Unique idea Providing solution to a large market segment which was previously

ignored 1st shampoo for covered hair

MARKETING MIX

PRODUCT

200 ml400 ml

PRICE

200ml BOTTLE

400ml BOTTLE

KSA 8 SAR 14 SAR TURKEY 9 TRL 11 TRL BANGLADESH 217 Taka 262 Taka

PROMOTION

ABOVE THE LINE MARKETING (ATL) advertising Publicity Billboards internet marketing.BELOW THE LINE MARKETING (BTL) Giving out free Samples Hair styling campaigns

PLACE

Available in: super markets convenience outlets drug stores market stalls

Recommendations Sunsilk should target these countries because it is large, profitable

with no barrier to entry Using imagery of women who are covered means that their target

audience can relate and will immediately be drawn into the advert. We are going to avoid using similar language to other traditional

shampoo ads, and highlights their innovative approach with the tagline “1st shampoo for covered hair.”

Along with building confidence by using an expert, we are going to appeal to the Muslim consumer’s attraction towards natural products with the use of neem within the product recipe.

Conclusion There is growth in the overall industry as other companies/brands

may eventually develop and direct their marketing campaigns towards this segment of the market

But for now Sunsilk is the pioneer in providing solution for all these gorgeous ladies out there who cover their hair

This innovative idea provides a competitive edge Company’s vision states; We help people meet their needs with

brands that help them look good, feel good and get more out of life. Following its vision Unilever-Sunsilk should continue to develop its

products according to the needs of people