SUNSILK VS PANTENEA Project By Presented to :Anam Shoaib “Prof. Awais.khan”Farah AlamgirWosfa AsgharFaisal Attique

Table of Contents

1. Mission Statement2. Vision Statement3. The History of The Unilever 4. The History of P&G 5. The History of SUNSILK Shampoo6. The History of Pantene Shampoo 7. The BCG Matrix of Unilever 8. The BCG Matrix of P&G 9. Products Portfolio of Unilever10.Products Portfolio of P&G11.Products Portfolio Analysis of Unilever 12.Product Portfolio Analysis of P&G13.ANSOFF Matrix of Unilever 14.ANSOFF Matrix of P&G,15.Marketing Mix of SUNSILK Shampoo16.Marketing Mix of Pantene Shampoo,

16. Segmentation, Targeting, Differentiation, and Positioning of SUNSILK Shampoo

17. Segmentation, Targeting, Differentiation, and Positioning of PANTENE Shampoo

18. Micro and Macro Environment of SUNSILK Shampoo 19. Micro and Macro Environment of PANTENE Shampoo20. Competitor Analysis of SUNSILK Shampoo 21. Competitor Analysis of PANTENE Shampoo

Table of Contents

MISSION STATEMENT

UNILEVER

P&G

Their mission is “TO ADD VATILTIY TO LIFE”

Provided branded products and superior quality and value that improves the life of a world’s consumer

VISION STATEMENT

UNILEVER

P&G

Work to create a better future every day by inspiring people and develop new ways of doing business

Be, and be recognized as, the best consumer products and services company in the world.

UNILEVER INTERNATIONAL HISTORY

• Unilever is a multi-national corporation, • It was created in 1930 by the Lever Brothers and Dutch

margarine. • Today the company is fully multinational with operating companies in over 100 countries, • Employing about 179000 employees • With 400 brands spanning 14 categories of home,

personal care and foods products, no other company touches so many

people's ives in so many different ways. • From feeding one’s family to keeping one’s home clean

and fresh, Unilever brands are part of everyday life.

UNILEVER PAKISTAN LIMITED

• Lever brothers was established in Pakistan in 1958 first site in Pakistan was RAHIM YAR KHAN

• Largest FMCG company now operating at six locations in Pakistan

• The enjoys a leading position in most of its core Home and Personal Care and Foods categories, e.g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream.

• It operates through 4 regional offices, as well as 4 wholly owned and 6 third party manufacturing sites across Pakistan.

HISTORY OF PROCTOR AND GAMBLE

• Procter & Gamble (P&G) was set up by William Procter and James Gamble in April 1837 to manufacture soap and candles in the U.S.

• Today it is a $79 Billion personal care and health and wellness company, Manufacturing a broad range of products.

• Employing140, 000 people all over the world. • P&G's products are sold in 160 countries. It has

operations in more than 80 countries, with more than 300 brands.

• These include beauty care, household care and Gillette products.

IN PAKISTAN

• Procter & Gamble started its operations in Pakistan in 1991.

• Procter & Gamble is marketing a range of consumer goods products including 13 brands comprising

• Shampoos, • Detergents, • Soaps, • Baby care,• Feminine protection, • Vicks • Snacks products.• It has served over 140 million consumers in Pakistan,

which equals the entire population of the country

SUNSILK

• Launched in 1954, in the UK, sun silk had quickly become Unilever’s leading international shampoo brand.

• By 1959, it was available in eighteen countries worldwide.

• In the 1980’s, Pakistan had a largely under-developed market in terms of personal care products.

• The launch of Sun silk in 1983 introduced FMCG industry in Pakistan to redefine the lives of its people.

PANTENE

• In 1947 the original Pantene hair tonic was launched. After the introduction and launching of Pantene it remained in its introductory stage till 1983.

• In 1985 it began to grow but the growth rates not very fast.

• For this purpose P&G launched first product line of Pantene for women in 2003.

• After this the actual growth rate of Pantene started and now it is at top growth stage.

BCG MATRIX OF UNILEVER

BCG MATRIX OF UNILEVER

STARS QUESTION MARK

DOGCASHCOW

High growth rate & high market share

Low growth rate & low market share

High growth rate & low market share

Low growth rate & high market share

BCG MATRIX OF P&G

BCG MATRIX OF P&G

STAR QUESTION MARK

DOGCASH COW

High growth rate & high market share

Low growth rate & low market share

High growth rate & low market share

Low growth rate & high market share

PRODUCT PORTFOLIO OF UNILEVER & P&G

UNILEVER FOOD BRANDS

HOME CARE AND PERSONAL BRANDS

P&G BEAUTY AND GROOMING

HEALTH & WELL- BEING HOUSE HOLD &CARE

PRODUCT PORTFOLIO ANALYSIS OF UNILEVER & P&G

Identify the businesses (strategic business units or SBUs) that make up the company

Assess the attractiveness of its various SBUs

Decide how much support each SBU deserves

MARKETING MIX

MARKETING MIX OF SUNSILK & PANTENE

PRODUCT

PRICEP

LACE

PROMOTION

PRODUCT

SUNSILK is one of the star Products of Unilever, and comes under the category of personal care products.

Variant: Soft and smooth Label color: Yellow Benefit: Keep hair strong and beautiful

Variant: BlackLabel Color : BlackBenefit: Rich and shine black hair

Variant: Soft and smooth Label Color : PinkBenefit: Shiny and beautiful dry hair

Variant: Long and thickLabel Color : GreenBenefit: Shiny manageable thin and limb and thin hair

Variant: Damage RepairLabel Color : Orange Benefit: damage Repair Shampoo

Variant: Anti dandruffLabel Color : Blue Benefit: removes dandruff

PRODUCT

Variant:Label color: BlackBenefit: Shine for Dull hair

Variant: Golden ProtectionLabel Color : GoldBenefit: Intensive care for dry/ damaged hair

Variant: ClarifyingLabel Color : silverBenefit: residue removal

Variant: Anti dandruffLabel Color : Light BlueBenefit: Dandruff control

Variant: Extra - TreatmentLabel Color : dark BlueBenefit: Prevents Split ends

Variant: Smooth and silkyLabel Color : GreenBenefit: Shine for dull hair

VARIANTS ARE AVAILABLE IN DIFFERENT SIZES

SUNSILK SHAMPOO PENTENE SHAMPOO

400g

6ml

200g

100g

750g

100g

400g

200g

5ml

PRICE

SUNSILK is the market leader and it therefore sets the market price.

SUNSILK SHAMPOO

400g

6ml

200g

100g

Rs 200 to Rs 300 PKR

Rs 88 to Rs 95 PKR

Rs 150 to Rs 170 PKR

Rs 5 PKR (Sachet)

 

PRICE

Pantene pricing scheme will be based on a competitive pricing model with other

similar product providers.

PENTENE SHAMPOO

750g

100g

400g

200g

5ml

Rs 513 to Rs 540 PKR Rs 282 to Rs 300 PKR

Rs 152 to Rs 165 PKR Rs 83 to Rs 90 PKR

Rs 3 (Sachet)

PLACE

SUNSILK available in all

• Supermarkets

• Small stores

• Utility stores

• General Stores

• Shopping malls

• Medical stores

Pantene available in all

• Utility stores

• General Stores

• Super markets

• Shopping malls

• Medical stores

PROMOTIONAL ACTIVITIES

• Door to Door Services• One -On -One Selling• Special Channel

Distribution• Road Shows• Schools programs • Spot Selling • Store Intercepts• Stall activities• In store conversions • Television advertisement• Product labels• Websites• Call centers• Free washes and gift

hampers

• The Pantene Hair check Program 

• Door to Door Services• One -On -One Selling• Special Channel

Distribution• Road Shows• Schools programs • Spot Selling • Store Intercepts• Stall activities• In store conversions • Television advertisement

SEGMENTATION TARGETTING POSITIONING DIFFERTIATION OF SUNSLIK & PENTENE

• SUNSILK shampoo will be using gender and age as the basis for segmentation.

• This segmentation is demographic.

• Market age of segmentation of female of age 16-21, then 21-40 and then above 40.

• Its is mainly for the girls and women and the regular users including Men.

SEGMENTATION

• Main target market is Females between age 16-40

But they the whole market.

• Pentene shampoo will target men.

• Women who cannot afford upscale salon.

TARGETTING

POSITIONING

• When every young adult want to give himself a new look , SUNSILK offers him FAMILY SIZE bottle in 165 PKR.

• It changes packing and size to attract new customers

• Pentene competitive edge is based on superior customer service.

• Pentene will invest time and money into training to ensure that clients receiving best experiences.

DIFFERENTIATION

• It does different things like gang of girls.

• It offers expertise of hair care experts.

• The product is relevant among wide masses because of its quality, affordability and constant innovation.

• Pentene ‘s shampoo formula are specially designed to help to get the look YOU want .

• It keeps your hair strong and healthy against damage.

• The Brand’s best known product became the conditioning shampoo.

• PANTENE PRO VITAMINE makes its product differentiation through Greek methodology APHRODITE which means the goodness of LOVE & BEAUTY, with CONFIDENCE, ELEGANT & PASSION.

MICRO AND MACRO ENVIRNMENTAL ANALYSIS OF SUNSILK AND PENTENE SHAMPOO

MICRO ENVIRNMENT COMPANY

• Hierarchy is horizontal so that all the managers have good collaboration with each other that’s why UNILEVERS hierarchy is so much supportive in this regard.

• P&G also have hierarchy and all of them have understanding in them and all of them put their efforts to achieve company’s goal.

SUPPLIER

• They have no threat from supplier’s specifically as they have made a contract with suppliers.

• They gave them raw material like chemical’s & other thing’s.

• P&G have more than one supplier and they face no disturbance from the side of suppliers and they have made a contract with suppliers.

MARKET INTERMEDIREIS

• As far as financial intermediaries concern, UNILEVER have good name in this matter.

• They are using old chain with the popularity of their product’s.

• Financial intermediaries trust on them because they never shown like bad debts in their list’s.

CUSTOMER

• They are well defining with their target market and market segmentation.

• Unilever´s product is neither gender specific nor for only one social class. So, we have enough people to cater with.

• P&G product is also neither gender specific nor for only one social class. So, they have enough people to cater with.

COMPETITOTS

• There are many competitors who make the same product but direct competitor product is Pantene.

• There are many indirect competitors who made shampoos. There are few direct competitors who have famous product with lot of demand.

PUBLIC• Public is interested in

their product as it may bring a financial interest to our stakeholders and other major factor of this is our media public.

• It’s a very good source for them as it lounge under unilever’s company n a very respectable product SUNSILK.

• Public is interested in P&G product .

• product as it may bring a financial interest to our stakeholders and other major factor of this is our media public.

MACRO ENVIRNMENT 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

• According to P&G product (Pantene) there is no specific demographic area.

• This is for all ages and both genders. So the company has huge market for this product.

ECONOMIC

• As the social class we cater are economically sound and the product of UNILEVER is give also comfort with respect to prices.

• As the social class we cater are economical sound and the product of P&G is give also comfort with respect to prices.

NATURAL

• Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment.

• So people prefer to use that of product .

• Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment. Now a day’s environmental pollution increases so people are more likely to use shampoos and this type of product.

TECHNOLOGICAL

• Unilever is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.

• P&G is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.

POLITICAL ENVIRNMENT

• There are no specific problems which are faced by the UNILEVER but there are some rules and regulations which are followed by them.

• There are no specific problems which are faced by the P&G but there are some rules and regulations which are followed by them.

CULTURAL

• People trends are shifting towards and they are more aware to use that products which is more useful or caring products for their hairs.

• People trends are shifting towards and they are more aware to use that products which is more useful or caring products for their hairs.

COMPETITIORS OF SUNSILK AND PENTENE

• HEAD AND SHOULDER• PANTENE• L'OREAL• GARNIER FRUCTICE• DOVE• MEDICAM• CLEAR • REJOICE

• HEAD AND SHOULDER• L'OREAL• GARNIER FRUCTICE• DOVE• MEDICAM• CLEAR • REJOICE

THANK YOU