Table of content:

1. Introduction:.........................................................................................................................1 1.1 Background of Unilever.................................................................................................1 1.2 Background of sunsilk:..................................................................................................3 2. Objective and methodology.................................................................................................5 2.1 Objective of the study:...................................................................................................5 2.2 Methodology:.................................................................................................................5 3. Strength &weakness.............................................................................................................8 3.1 Strength &weakness of Unilever...................................................................................8 3.1.1 Strength of Unilever:...............................................................................................8 3.1.2 Weakness of Unilever:............................................................................................9 3.2.1 Strength of Sunsilk .................................................................................................9 3.2.2 Weakness of Sunsilk.............................................................................................11 3.3 Strength and Weakness of Shampoo...........................................................................11 3.3.1 Strength of shampoo.............................................................................................12 3.3.2 Weakness of shampoo...........................................................................................12 4. Segmentation, Targeting & Positioning.............................................................................13 4.1.1 Demographic segmentation..................................................................................13 Consumers needs and wants change with age. Sunsilk is basically a feminine brand. Even though there is an specific age group using Sunsilk but there is no limitation of age.......................................................................................................................................13 4.1.2 Geographic segmentation.....................................................................................14 4.1.3 Psychographic segmentation.................................................................................14 4.4 Defining the marketing Mix:.......................................................................................17 ............................................................................................................................................17 4.4.1 Product..................................................................................................................17 4.4.2 PRICE....................................................................................................................19 4.4.3 PROMOTION.......................................................................................................19 5. Conclusion & Recommendation........................................................................................21

1. Introduction: 1.1 Background of Unilever

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer products brands in food, beverages, cleaning agents and personal care products.

The branch of Unilever in Bangladesh is named Unilever Bangladesh Limited. Unilever's main international competitors include Nestl and Procter & Gamble. They also face competition in local markets or product. Company Milestone 19th Although Unilever wasn't formed until 1930, the companies that joined century forces to create the business we know today were already well established before the start of the 20th century. 1900s Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials. Tough economic conditions and the First World War make trading difficult for everyone, so many businesses form trade associations to protect their shared interests. With businesses expanding fast, companies set up negotiations intending to stop others producing the same types of products. But instead they agree to merge - and so Unilever is created. Unilever's first decade is no easy ride: it starts with the Great Depression and ends with the Second World War. But while the business rationalises operations, it also continues to diversify. Unilever's operations around the world begin to fragment, but the business continues to expand further into the foods market and increase investment in research and development. Business booms as new technology and the European Economic Community lead to rising standards of living in the West, while new markets open up in emerging economies around the globe. As the world economy expands, so does Unilever and it sets about developing new products, entering new markets and running a highly ambitious acquisition programme. Hard economic conditions and high inflation make the 70s a tough time for everyone, but things are particularly difficult in the fast-moving consumer goods (FMCG) sector as the big retailers start to flex their muscles. Unilever is now one of the world's biggest companies, but takes the decision to focus its portfolio, and rationalise its businesses to focus on core products and brands.

1910s

1920s

1930s

1940s

1950s

1960s

1970s

1980s

1990s

The business expands into Central and Eastern Europe and further sharpens its focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.

The The decade starts with the launch of Path to Growth, a five-year strategic 21st plan, and in 2004 further sharpens its focus on the needs of 21st century century consumers with its Vitality mission. In 2009, Unilever announces its new corporate vision working to create a better future every day with brands that help people look good, feel good and get more out of life.

1.2 Background of sunsilk:

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo. Sunsilk is Unilevers 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 Bangladesh, India, Brazil, Argentina, Bolivia, Sri Lanka and Thailand.

Timeline 1954 1955 1964 1968 1971 1975 2003 2008 2009 Sunsilk first launched in the UK First advertisement of Sunsilk appeared on TV. Launch of Sunsilk hair spray. Sunsilk shampoo re-packaged in PVC bottles Launch of Sunsilk conditioner. Sunsilk became the biggest name in hair care. Sunsilk glossy magazine launched in Argentina. Social networking site Gang of Girls was introduced in India. Launched seven different Sunsilk co-creation by seven hair experts.

1.3 Origin of report:

Here, we have analyzed segmenting, targeting and positioning of a shampoo along with the reasons behind its success. Our course instructor Mr. Mahmud Zubayer assigned us to make a standard report on the strength and weakness of the firm and product and as well the value delivery chain. For that, he told us to choose any existing product from the market. And we selected Sunsilk a sub-brand of Unilever. Then our instructor told us to complete the report and submit it on 7th August, 2011.

1.4 Scope of study:

The books say a lot about segmenting, targeting and positioning. But the real life scenario is quite different from what is written in the book. Our basic purpose was to relate the real life scenario and the book. Through out the study and making of this term paper we have come across various situations and conditions of business which was very much different from what we learn in the classroom. For the study we did not only survey by ourselves but also interviewed the Marketing Manager of Unilever Bangladesh Ltd.

2. Objective and methodology

2.1 Objective of the study:

To know about Sunsilk.

To know about the difficulties faced by Sunsilk. To know about the growth strategies used by Sunsilk. To know about various promotional strategies of Sunsilk.

To know about the 4 Ps of Sunsilk. To analyze the strength and weakness of their product

2.2 Methodology:
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2.2.1 Research method: It is said that Sunsilk is one of the largest selling shampoos in Asia, Latin America and Middle East. Our purpose is to prove that this fact is right about Sunsilk and verify its strength and weakness. In order to reach in our destination or to complete the report with proper and relevant information we collected data from several sources. We collected data from both primary and secondary sections.

2.2.2 Primary source: The primary source was the survey that we planned by preparing questionnaire to analyze the view point of the consumers. The questionnaire was based upon Sunsilk the brand name and also the product shampoo. Samples of the questionnaire are given in appendix. We selected hundred random people of different age groups and professions and asked them to fill up the survey form. After collecting all information we thoroughly went through each answer and analyzed the percentage. As the primary source we as well interviewed the marketing manager of Unilever. We as well analyzed the information he gave verbally about their product. 2.2.3 Secondary source: The secondary source is the documents shown by the company Unilever on Sunsilk and the generalized report on Unilever. We as well browsed internet to collect relevant information. 2.2.4 Limitations of the study: We faced lots of problem to complete this term paper. Collecting information from corporate level is very much tough, not only that we spent most of our time to prepare this term paper so that, it looks better and also error free.

The employees of the company were not very friendly to give their corporate information showing the reason of security and privacy. The information given was insufficient for marketing undergraduate students. Some of their information really puzzled us. Yet we hope and believe that we have succeeded in making standard term paper.

3. Strength &weakness

3.1 Strength &weakness of Unilever

3.1.1 Strength of Unilever: Familiarity of Unilever products is really high. Sometimes consumers dont know it is Unilever, yet it is known as its sub brand or the brand category. This way the product familiarity is high and many people in the world uses at least one product of them daily. Unilever is a globally and locally known strong brand. it has a long history and hence they gain consumers trust and reputation along the way. They are one of the trusted names in nutrition, hygiene and personal care products across 150 countries. Their products are now part of our daily life necessities in home. Thus, with their reputations, they have gained household awareness status. They are able to shelf their products in big retail players. Big retailers like Giant, Tesco and Carrefour, they have retail stores nationwide, and this hence makes Unilever products easily accessible. The Company has more than 400 brands which operate under two main divisions, Food and Home & personal care. Each division has separate strengths. Unilever posses 40-45% of market share over its operating countries by 2004 (compared to P&G). This makes it is one of the leaders in the industry. Only P&G is the possible competitor to the Unilever. Thus the market share of Unilever considered being one of its main strengths.

3.1.2 Weakness of Unilever:

Regardless of their brand strength, Unilever products still has their own weaknesses. Although company performance was good, there were some products which was not doing that well in the market which were expected to perform fine. Even though the set target was 10%, some of leading products only could attain 4-5%. Even though Unilever has 1600 brands, only core (400) brands gain 90% of sales. Thus the advertising and other expenditure is wasted on other 1200 products where as the return was only 10% of total income.

3.2 Strength &weakness of Sunsilk:

Even the best selling brands of all time has its own strengths and weaknesses. Every strength reflects the products success and every weakness reflects where the product can improve. Therefore without anyone of these the product is incomplete.Like every other successful product Sunsilk has its own strength and weaknesses, for which it is Sunsilk.

3.2.1 Strength of Sunsilk The New Sunsilk Shampoo is a high quality product in terms of hair The target market is educated, professionals and belongs to upper middle, Company totally owned, systematic distribution network, transparent Participative management style
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protection. middle and lower class. communication system.

 cities.

Very good distribution network all over Bangladesh, in all major and small

Mind share: To buy a shampoo rational consumers firstly think about Sunsilk due to the benefits offered and the price of each sachet or bottel. This analysis was done by the survey questions. There were several questions comparing Sunsilk with other brands to analyze the position of Sunsilk in the target customers mind. The survey results show that 65% of the customers think of Sunsilk. During the survey Sunsilk was not only compared to its competitors but also other brand of shampoos offered by Unilever. Therefore it shows that Sunsilk occupied more space in the minds of the customers than any other product.

Mind Share of Sunsilk

Sunsiulk H&S Panteen Dove All clear Others

10% 14%

2% 34%

26%

14%

Market Share: Sunsilk as a market competitor, they are steadily gaining market share. At present market situation, they capture 34% of total market share.

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This analysis was found by questioning the marketing manager of Unilever. From 2004 till date Sunsilk has shown a rapid growth in market share, not only compared to its competitors but also other brands offered by Unilever. The benefits offered by this product captured the customer minds faster than any other product available in the market.

Market Share

7% 7%

5%

2%
Sunsilk Panteen H&S Dove

14%

65%

All clear Others

3.2.2 Weakness of Sunsilk Competitor has more strong promotional activities. Customers are offered better alternatives by the competition.

Targets are mostly female customers. They overlook the large potential market segment i.e. male customers. Their competitors excel by providing benefits for both genders.

3.3 Strength and Weakness of Shampoo

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3.3.1 Strength of shampoo

Shampoo makes our hair clean, silky and shiny. It helps to make our hair manageable. Removal of oils, dirt, skin particles. Some shampoo contains vitamin E which is really good for our hair and it Removes dandruff, environmental pollutants and other contaminant particles Pleasing foam, fragrance and easy rinsing. Hair feels thick and strong. Low toxicity. Good biodegradability.

increases our hair growth. that gradually build up in hair.

3.3.2 Weakness of shampoo

Too much use of shampoo makes our hair rough. Some shampoo contains chemicals which are harmful for hair and scalp and it also increase hair falling problem. Frequent use of shampoo spoils the color of hair. Shampoo is harmful for eye. The greasy feeling of the scalp after a day or two of not shampooing. Using shampoo every day removes sebum, the oil produced by the scalp. This causes the sebaceous glands to produce oil at a higher rate.

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Slightly acidic, (pH less than 7), since a basic environment weakens the hair by breaking the disulfide bonds in hair keratin.

4. Segmentation, Targeting & Positioning

4.1 Segment the market:

Sunsilk market consists of consumers who prefer to use a product for long shiny and smooth hair. Unilever considers Sunsilk shampoo as a personal care product. Market Segmentation is probably the most important part of the plan. Unilever segment their product on the basis of Demographic segmentation, Geographic segmentation and Psychographic segmentation.

4.1.1 Demographic segmentation

Demographic factors are the most popular bases for segmenting customer groups. In demographic segmentation Unilever segments Sunsilk with Age and Income segmentation.

Age and life cycle stage: Consumers needs and wants change with age. Sunsilk is basically a feminine brand. Even though there is an specific age group using Sunsilk but there is no limitation of age.

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Income: Income segmentation has long been used in personal care products. They market their product as sachet and different sizes of bottle, so that different level of consumers can afford it.

4.1.2 Geographic segmentation

In geographic segmentation Sunsilk is distributed among 150 countries.

4.1.3 Psychographic segmentation

In psychological segmentation Unilever segments Sunsilk with social class as this product will target middle class, upper middles and lower class.

4.2 Target market of Sunsilk:

The main target market of Sunsilk is females between the ages group 16-40 belonging to the lower and middle income classes. But in their promotional activities, they cover the whole market irrespective of these classes. Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people. For which quantity of the product can be changed according to the income and purchasing power of the consumers as in case of Sunsilk 120ml and 5ml packs are also available to target low income groups.

4.3 The positioning strategy:

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4.3.1 Points of Parity (POP): Points of parity are associations that are not necessarily unique to the brand but may in fact be shared with other brands. For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is good enough on that dimension. Like others SUNSILK consists of such POPs: Dream soft and smooth Stunning Black shine Lusciously Thick and Long Antidandruff solution Hair fall solution

4.3.2 Points of Difference (POD): Points of difference are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. With point of difference, the brand must demonstrate clear superiority. For instance: Apple (design), Volvo (safety), Energizer is the largest lasting battery. We found that PODs for Sunsilk is Co-creation formula created by experts. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair issue" links to an "expert with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a hair fall variant forth brand. The lineup also includes:
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Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction, Ouidad for Defined Curls and Yuko Yamashita (known for Japanese hair straightening) for Perfect Straight.

4.3.3 Branding Decisions: Branding strategy is one of the most vital decisions taking by marketers. It is a strategy, which brings lots of positive feedback for a firm. The first branding decision is whether to develop a brand name for a product. Today, branding is such a force that hardly anything goes unbranded. Unilever follow individual name for setting brand name for their different products, such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get a major advantage of an individual name strategies that the company does not tie its reputation to the products. So, if any brand fails or appears to have low quality, the companies name or image is not hurt. 4.3.4 Brand Elements: Brand elements can play a number of brand building roles. Brand elements are those trademark able devices that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity as possible. Brand elements such as: memorable, meaningful, likable, adaptable and protectable. We describe those elements in short as follows:

Memorable: every consumers mind catches the brand name. Their

marketing programs set the brand name in consumers mind. Sunsilk is an easily memorable brand name.

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Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer Likable: From our research we found that most of the people like the brand Protectable: The brand name is legally and competitively protectable. The Adaptable: another fact which we saw in Sunsilk. Different pack size and

thinks about Sunsilk as a product which solve their problem relating with hair. verbally and visually. brand retain their trade mark rights and not generic. new formulas are easily accepted by the consumers.

4.4 Defining the marketing Mix:

It is the set of controllable tactical marketing tools of the company-product, place, price, promotion. The marketing mix consist of everything the company can influence the demand for its product.

4.4.1 Product

Black Shine: Enriched with Amla energizer for black hair that lacks luster. With its new pearlier texture and the goodness of Amla, Sunsilk Black Shine nourishes from deep within to reveal blacker, shiner, silkier hair.
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Hair Fall Solution: Enriched with Ginseng and Soya energizer for hair that breaks easily. It works on the weak spot of your hair, so with the hair strand reinforced, your hair grows beautifully long even before you know it.

Soft and Smooth: Enriched with egg and almond oil energizer for hair that feels rough and dry. It nourishes deep within the hair strands, smoothens out those tangles and brings out the softness you can really feel.

Anti Dandruff: Enriched with citrus cream and ZPTO energizer that drives out dandruff and restores the natural beauty of hair.

Damage Repair: Enriched with olive oil energizer, Sunsilk Damage Repair repairs damaged hair to give hair that looks healthy and nourished

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4.4.2 PRICE UNILEVER claims to practice value-based pricing in which the customers perception of the products 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 BDT 2 for Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the taka is denoted in this value. Sunsilk is also available in 200ml bottles for BDT 220 and 400ml bottles for BDT 480 keeping in mind the demand and wants of 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 customers 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 determining the initial price, UNILEVER uses target costing in order to achieve the required profits. 4.4.3 PROMOTION 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:

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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. Promotional strategy Sponsored short films that were broadcast during popular television shows. Media platforms used print media Internet rural campaign environment concern ads Music videos Free sample distribution Demo campaigning Billboard Sponsorships

4.4.4 Place: Sunsilk uses several channel, coverage, assortment, locations and transportation

system to make the product available in the market to target consumer. They are one of the largest company which reached the rural areas of Bangladesh and occupied place in customers mind. It can be said that Sunsilk occupies the largest market space among all other companies. The distribution channel of Sunsilk follows the conventional route of marketing. The product is distributed in150 countries. In Bangladesh Sunsilk first introduced the sachets and reached the largest market share.

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5. Conclusion & Recommendation

5.1 Conclusion:
The shampoo industry of Bangladesh consists of a few producers. The demand for this product is very much vulnerable in terms of pricing. Unilever Bangladesh is providing Sunsilk at a price which is affordable to most of the people in the country. Shampoo is an uprising product in Bangladesh as a greater portion of the population, as female, are now getting more hair conscious. As a multinational company Unilever Bangladesh with heavy promotional activities, has been able to penetrate the market. With many different varieties, three different package, international standard and high quality design, as a product, Sunsilk has been highly successful over the years. Its distribution process is highly efficient. Its promotional activities, like the beauty contest has been a milestone in attracting a huge number of customers. Overall with its marketing activities Sunsilk has been a successful brand. The only place where rival companies are progressing is in giving customers redemption offers. Research revealed that Bangladeshi customers are highly attracted to this sort of offers. These offers are not sustainable in the long run but still it takes away a considerable part of Sunsilk sale in the short run.

5.2 Recommendation:
The team would suggest some recommendations to Unilever Bangladesh Ltd. to adopt more successful operation in Bangladesh.

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1. The Sunsilk is a global company and each country has own culture.

Therefore Sunsilk should incur promotional activities according to the culture of Bangladesh, for Bangladeshi people.
2. Sunsilk can arise and ensure social responsibility in the society, so they

would establish themselves in customer mind and customer would be loyal about Sunsilk. Sunsilk must focus on social responsibility, to maintain image among customers, mainly advertisement covers huge expenses of Sunsilk, but we recommend them to cut their advertisement expenditures, in the economic crisis and should more focus on corporate social responsibility (CSR).
100% 80% 60% 40% 20% 0% Sales Promotion CSR 35% 8% 85%

Figure: Sales revenue and social responsibility

3. Even though Sunsilk has varieties of shampoo yet among those only 5 are

available in Bangladesh. Unilever should introduce new varieties in order to increase revenue.
4. Sunsilk is well known for its shampoo & the company promotes the brand in

terms of the shampoo. The brand has other products such as conditioner. The

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other products under sunsilk should be equally promoted in order to occupy larger place in its consumers mind.
5. The brand Sunsilk is called to be a feminine brand & it has no variety for

men. Sunsilk should introduce a new variety for men. By this it can capture another huge segment of the market and increase revenue.

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Reference:

http://www.scribd.com/doc/34994170/Sunsilk-Its-Branding-Strategies http://en.wikipedia.org/wiki/Sunsilk http://ncbd.net/product.php?id_product=1082 http://www.oppapers.com/search_results.php?

action=search&query=CSR+of+sunsilk

https://www.oppapers.com/join.php http://bangladesh.gangofgirls.com/register/register.asp?go=1&gangName= http://www.ikmagazine.com/xq/asp/sid.0/articleid.4D8FDB40-41CB-4278-

90E3-FA955C7A1CF4/eTitle.CASE_STUDY_Unilever/qx/display.htm

http://www.oppapers.com/subjects/weaknesses-of-unilever-page1.html http://www.oppapers.com/subjects/sunsilk-bangladesh-page1.html http://www.blurtit.com/q9184169.html http://www.scribd.com/doc/35065384/Sunsilk-Branding-Srategies-

powerpoint

http://www.scribd.com/doc/34994170/Sunsilk-Its-Branding-Strategies http://www.ehow.com/about_5513151_sunsilk-shampoo-ingredients.html http://www.worldofhair.com/questions/healthyhair-shampoo.htm http://www.savvyskin.com/shampoo-ingredients-to-avoid

http://www.sunsilkhairproducts.info/privacy-policy/

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