Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Download
Standard view
Full view
of .
Look up keyword
Like this
5Activity
0 of .
Results for:
No results containing your search query
P. 1
Marketing Assignment 2012

Marketing Assignment 2012

Ratings: (0)|Views: 1,400|Likes:
Published by taijulshadin

More info:

Published by: taijulshadin on Jul 28, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

07/16/2013

pdf

text

original

 
Table of content:
1. Introduction: .........................................................................................................................11.1 Background of Unilever .................................................................................................11.2 Background of sunsilk: ..................................................................................................32. Objective and methodology .................................................................................................52.1 Objective of the study: ...................................................................................................52.2 Methodology: .................................................................................................................53. Strength &weakness .............................................................................................................83.1 Strength &weakness of Unilever ...................................................................................83.1.1 Strength of Unilever: ...............................................................................................83.1.2 Weakness of Unilever: ............................................................................................93.2.1 Strength of Sunsilk .................................................................................................93.2.2 Weakness of Sunsilk .............................................................................................113.3 Strength and Weakness of Shampoo ...........................................................................113.3.1 Strength of shampoo .............................................................................................123.3.2 Weakness of shampoo ...........................................................................................124. Segmentation, Targeting & Positioning .............................................................................134.1.1 Demographic segmentation ..................................................................................13Consumers 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.......................................................................................................................................134.1.2 Geographic segmentation .....................................................................................144.1.3 Psychographic segmentation .................................................................................144.4 Defining the marketing Mix: .......................................................................................17............................................................................................................................................174.4.1 Product ..................................................................................................................174.4.2 PRICE ....................................................................................................................194.4.3 PROMOTION .......................................................................................................195. Conclusion & Recommendation ........................................................................................21
1. Introduction
:
1.1 Background of Unilever
Unilever is a British-Dutchmultinational corporationthat owns many of theworld's consumer products brands in food, beverages, cleaning agents and personalcare products.
1
 
The branch of Unilever in Bangladesh is named Unilever Bangladesh Limited.Unilever's main international competitors include NestandProcter & Gamble. They also face competition in local markets or product.
Company Milestone
19thcenturyAlthough Unilever wasn't formed until 1930, the companies that joinedforces to create the business we know today were already well established before the start of the 20th century.1900sUnilever'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.1910sTough economic conditions and the First World War make trading difficultfor everyone, so many businesses form trade associations to protect their shared interests.1920sWith businesses expanding fast, companies set up negotiations intending tostop others producing the same types of products. But instead they agree tomerge - and so Unilever is created.1930sUnilever's first decade is no easy ride: it starts with the Great Depressionand ends with the Second World War. But while the business rationalisesoperations, it also continues to diversify.1940sUnilever's operations around the world begin to fragment, but the businesscontinues to expand further into the foods market and increase investmentin research and development.1950sBusiness booms as new technology and the European EconomicCommunity lead to rising standards of living in the West, while newmarkets open up in emerging economies around the globe.1960sAs the world economy expands, so does Unilever and it sets aboutdeveloping new products, entering new markets and running a highlyambitious acquisition programme.1970sHard 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.1980sUnilever is now one of the world's biggest companies, but takes thedecision to focus its portfolio, and rationalise its businesses to focus oncore products and brands.
2
 
1990sThe business expands into Central and Eastern Europe and further sharpensits focus on fewer product categories, leading to the sale or withdrawal of two-thirds of its brands.The21stcenturyThe decade starts with the launch of Path to Growth, a five-year strategic plan, and in 2004 further sharpens its focus on the needs of 21st centuryconsumers with its Vitality mission. In 2009, Unilever announces its newcorporate vision – working to create a better future every day with brandsthat 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 bytheUnilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo
.
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 69countries worldwide.Sunsilk is sold under a variety of different names in markets around the worldincluding Elidor, Seda and Sedal. The brand is strongest inAsia,Latin  Americaandthe Middle Eastand is the number one hair care brand in Bangladesh, India, Brazil, Argentina, Bolivia, Sri Lanka and Thailand.
Timeline
1954Sunsilk first launched in the U1955First advertisement of Sunsilk appeared on TV.1964Launch of Sunsilk hair spray.1968Sunsilk shampoo re-packaged in PVC bottles1971Launch of Sunsilk conditioner.1975Sunsilk became the biggest name in hair care.2003Sunsilk glossy magazine launched in Argentina.2008Social networking site Gang of Girls was introduced in India.2009Launched seven different Sunsilk co-creation by seven hair experts.
3

Activity (5)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Abyana Khaisara liked this
Muhammad Waqas liked this
Luca Minici liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->