A GROUP PROJECT REPORT OF MARKETING MANAGEMENT

Presented to:Prof. Bhavesh Vanparia PGDM Programme (2009-11)

Product:-

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Table of Contents
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Particulars
Introduction History Market Orientation Value Delivery Process Marketing Information System Analyzing the Macroenvironment Forecasting and Demand Environment Customer Development Process Factors Affecting Consumer Buying Behavior The Buying Decision Process Mental Accounting

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04 05 07 16 21 24 27 29 31 33 38

Introduction:Tolani Institute of Management Studies Page 3

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. 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 Brazil, Argentina, Bolivia, Sri Lanka and Thailand. The Sunsilk hair care range provides a complete hair care solution and functions as a 3-step combination of cleansing, nourishing and manageability that gives a 20 something girl the confidence to express herself. The sales of Sunsilk shampoos are more than 1 billion a year. Recently Sunsilk holds the Guinness World Record for the most heads of hair washed and styled in one day.

History:Tolani Institute of Management Studies Page 4

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956. In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk was also available in such tubes. In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allenton designed to help keep the scalp free from infection. In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because Liquid in the name, originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form. In 1962, Sunsilk was marketed as a range of shampoos for different hair types. Sunsilk significantly improved product formula and launched new variants in 1966: the first major shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable; shampoo for dull hair, which restored hairs natural shine; lemon shampoo for greasy hair with deep cleansing ingredients.

Contd. Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was developed which gave hold, even in damp weather whilst still
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caring for hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out. In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than traditional glass bottles for the same price. Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In 1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle was introduced for Sunsilk in 1974. In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every week. In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging design to bring the brand into the 1980s. In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed. In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range of seven permanent colours from natural black to copper with purple, red and gold tints. In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to meet womens hair needs and reflect the way women think about their hair. The fake institute (a trademark by Sedal) "Elida Hair Institute" developed the products in response to market research. Each product contained a unique formulation of ingredients, combining the best from natural and scientific worlds to help combat common hair problems.

Market Orientation:Tolani Institute of Management Studies Page 6

 Production Concept:Eco-efficiency of HUL self-owned manufacturing operations is a core part of its strategy. HULs long-standing work in this area has helped us improve the understanding of our impacts and underpinned its commitment to reduce its environmental footprint in areas such as water, waste and greenhouse gas emissions. HULs Approach It intends to reduce the carbon footprint of our operations through: - Developing energy efficient production technologies like Ploughshare Mixer Technology - Increasing the use of carbon neutral fuels -Its strategy for water is based on the 4-R principle wherein we, reduce at source, reuse within process, recycle wherever possible and renew ground water through rain water harvesting. Its Initiatives: Ploughshare Mixer Technology HUL developed a new technology for making soap known as Plough Share Mixer (PSM), which eliminates the need for steam in soap making. Since soaps are a sizeable part of our business, the new technology cuts carbon emissions by 15,000 tons per year. We became the first Unilever business, worldwide, to be awarded carbon credits under the Clean Development Mechanism scheme operated by the United Nations Framework Convention on Climate Change (UNFCCC).

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This innovative process is the result of four years of development and is now operational in eight manufacturing sites across India. This HUL soap project has been externally verified by UNFCCC. Use of carbon neutral fuels: Agricultural waste such as coconut shells, bagasse (from sugarcane), saw-dust etc. do not have any primary use as a product & is treated as a waste. However, it has the ability to burn and generate heat which can be used in boilers. This exercise was taken up in HUL in the year 2006-2007. Chiplun was its first factory to shift to using agriwaste as fuel on one of its boilers in 200607. Pondicherry plant followed suit with a boiler conversion in the 2007-08. The existing boiler fuel feed system was modified to burn the new form of fuel. In the modified system, solid agri-waste in the form of briquettes is burnt in a furnace & the hot gases generated are used to heat water which is then converted steam. Agro-waste is treated as carbon neutral with no net emissions of CO2. Thus, there is a huge reduction of CO2 emissions, which in turn has positive impact on the environment. The ash generated can also be used as manure or landfill for low lying areas with no risk of soil contamination. Water sustainability in manufacturing operations HUL have applied technologies like reverse osmosis that recycle effluent water after treatment. 62% of our own manufacturing sites are Zero Water Discharge Sites. All the water used in manufacturing is recycled after appropriate treatment used back into the manufacturing process or for irrigation purposes within the premises. As a part of its long term water strategy, in 2008 HUL also initiated rain water harvesting at 14 of our selected sites through one or more of the following interventions: - Roof rain water harvesting and reuse
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- Water harvesting from catchment areas - Ground water recharge and installation of recharge structures - Storage and reuse of harvested rain water within the site operations Going forward HUL plan to extend rain water harvesting structures to all our manufacturing sites for sustainable water supply and thus increase the share of water returned to the ground compared to the fresh water consumed. We have partnered with several NGOs and institutions to install water harvesting structures. This initiative has resulted in four of its factories returning more water to the ground than they consume. The sites are Khalilabad, Pondicherry Beverages, Sumerpur and Silvassa Detergents. All its self-owned factories set annual water targets which are monitored closely by us on a monthly basis.

Product Concept:Sunsilk that was launched in the 1960s was cosmetic in nature. Over the decades it has been revamped constantly keeping it contemporary with the changing times and consumer
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preferences. The 2-in-1 shampoo with an in-built conditioner and the Black shine shampoo for long hair were among the key products sold in the1980s. Specialized variants like Sunsilk Purple with ceramides for damaged hair were introduced in the early 1990s. A sub-brand, Sunsilk Salon treatment for expert hair care was also introduced about the same time. Research conducted in the early 1990s indicated that most women across the country still hesitated to shampoo their hair frequently for fear that this might damage their hair. To correct this popular misconception became the new mission. The user was assured that hair becomes stronger and more beautiful with every wash. A range of shampoos to meet specific hair needs and problems were introduced. These included Sunsilk Black Shampoo (with melanin from plant extracts), Sunsilk Pink Shampoo (with essential oils from flower extracts) and Sunsilk Fruitamins (vitamins from fruit extracts). The re-launch of the brand as Sunsilk Naturals in October 2003 follows extensive R&D to make the variants highly customized. The brand now uses popular and trusted natural ingredients to deliver relevant and tangible consumer benefits. Customization has been the core of the product strategy for Sunsilk. Recently in 2010 Sunsilk introduced to the market with Sunsilk co-creations concept which has worlds 7 renowned hair experts attached to the brand.

Selling Concept:-

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The late-June North American launch of Sunsilk, Unilever's number-one-selling global hair care brand, centers on the concept of Sunsilk providing "Hairapy," to treat common problems like frizz and flatness. Unilever enlisted actor Mario Cantone, best known as Charlotte's snarky gay best friend on Sex and the City, for the TV spots, in which he prompts women to get Hairapy with cheeky comments like "Honey, your hair is flatter than your chest. You need hairapy!"

Then there was the selling concept of Sunsilk was that the Sunsilk natural nourishment shampoo enlightened the punch line that Sunsilk nourishment shampoo tel ke gunno ko lock kare aur aapke baalon ki khoobsurati ko unlock kare

Sunsilk Naturals shampoo, one of India's largest selling hair care brand from the house of Hindustan Unilever Limited (HUL) has introduced a very novel concept of 'Sunsilk 9 to 9 Zone' for the launch of Sunsilk 9 to 9 a new after-wash combing lotion. Sunsilk 9 to 9 is specially formulated to overcome the problems associated with 'flyaway hair' and offers a practical and readymade solution for this. The Sunsilk 9 to 9 Zone will be present across all the key malls and multiplexes across 14 cities in the country and will extend across four weekends till November 13, 2005. Consumers will play cool on-the-spot games and then avail of the services at the 9 to 9 Zone.

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Sunsilks marketing strategies change time to time. As it mainly women oriented product, but over the time Sunsilks marketing consists of all kind of consumers irrespective of gender oriented. Advertising Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK, the campaign focused on shiny hair. Celebrities Madonna, Shakira and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign Life Cant Wait which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives Hair On = Life On. Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India. Magazine In 2003, Sunsilk (Seda) launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry. More than 800,000 copies are published each month. The magazine focuses on hair, fashion and beauty issues as well as showcasing hairdressers work. It is sold locally on news stands and distributed to hair salons. Contd Gang Of Girls In 2008, Sunsilk India launched a social networking site called Gang of Girls, which offered its users access to a variety of
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local and global experts to address various hair care needs through its content, blogs and live chat room. The site includes rich content of hair care and fashion, and users can also take part in interactive games and quizzes. Co-Creation collaboration From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair issue" variant links to an "expert having the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a hairfall variant for the brand. The lineup also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Color, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction and Yuko Yamashita (known for Japanese hair straightening) for Perfect Straight. - Ouidad (considered the "Queen of Curl") for Defined Curls

Holistic Marketing Concept:Sunsilk is the product which is mainly based on holistic marketing concept in which everything matters. For Sunsilk all that matters is that development of product through R&D, including
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natural herbs in shampoo and also co-creating product with worlds hair experts. Also along with healthy hair, Sunsilk laid stress on having shiny and bright hair through Sunsilk Conditioners. Sunsilk designed with a spark logo which indicates the strength of todays women. In Relationship Marketing, a part of holistic marketing, Sunsilk is been able to maintain relations with their female consumers through the launch of website Gang of Girls. Also had maintained relations with its distributors and retailers by provide timely delivery of product. Unilever is recognized worldly for its Integrated Marketing to create, communicate and deliver value for consumers. Sunsilk is the product which gives quality and effectiveness along with affordable price of the Sunsilk even to the rural consumers. Sunsilk pays the hefty price for promoting the product by endorsing world known celebrities and launching fully integrated website also not only that but Unilever for delivering Sunsilk and other products have a large supply chain management which is highly acclaimed. Unilever lays stress to ensuring better quality products worldwide by having expertise management working for Unilever. The management of HUL is highly coordinated with each of the department. Thus in Internal Marketing the senior management works in vertical alignment and horizontal alignment with other departments.

Unilever had tie up with SAP Technologies for Performance Marketing. With SAP Net Weaver PI, HUL have finally streamlined, advanced and integrated its process capability. This goes a long way
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in enhancing HULs ability to meet the demands of the modern trade. The demands of a competitive market require a solution that supports process-centric collaboration internally and across its value chain. To address this, HUL found the answer in SAP Net Weaver Process Integration. Also for Performance Marketing, Unilever fulfilled its social responsibility through project Shakti for rural development.

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 Value Delivery Process: Product Design:Companies are definitely increasing the cost of repackaging and the R&D involved in it. After the revamping of Sunsilk from a brand which was well known among the older generation, the new iconic and aspirational positioning has definitely helped the brand. The new look has increased the market shares and sales. The relaunch of Sunsilk has given significant consumer feedback, according to data by market research firm IMRB, 100 per cent have seen a change in the brand Sunsilk and 50 per cent in the overall packaging." With the aid of JWT and brand consultancy JAM, Sunsilks visual identity will become more contemporary and the company will also introduce a new brand icon, logotype and packaging design. The new icon (Spark) expresses the urgency in todays generation. The new Sunsilk font is simple, uncluttered, but essentially feminine with contemporary elegance.

Procure:Mostly Sunsilk procure raw materials which are natural extracts. In the December Quarter of 2003, HLL had relaunched Sunsilk shampoo as Sunsilk Naturals with significantly enhanced formulation and new variants. The Sunsilk brand today has the best of Unilever formulations across the world. The range now comprises Sunsilk Naturals Silky Strength with Henna & Lotus extracts, Sunsilk Naturals Black Shine with Amla & Sunflower extracts, Sunsilk Naturals Curl Control with Milk Proteins, and Sunsilk Naturals Anti-dandruff with Curd and Lemon.

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Also Unilever was first introduced in Indian market as an oil producer and established oil manufacturing plant in India. So from thats plant all the oil and fats use in producing Unilevers products. So oils and fats used in Sunsilk are supplied from Unilevers fully owned oil manufacturing plant. Use of chemicals: Unilever determines the safety of chemicals in our products by assessing the risk taking into account both the inherent properties of the chemicals (hazard) and the way they are used (exposure to the hazard).

Make:-

Indias premiere brand of hair care products from Hindustan Unilever Limited, today announced the launch of two product lines comprising an exceptional range of 23 new product variants. The product lines include a premium range of complete hair care solutions, especially designed to meet the needs of women with colored and damaged hair. The new Sunsilk international range comprises the Sunsilk Color Shine system and the Sunsilk Hair Expert range designed to cater to the diversity of Indian hair types, as well as the changing fashion and grooming needs of the Indian woman of today. Commenting on this new initiative which caters to the latest trends in hair fashion and a long felt vacuum among hair care specialists, Unilever said, Women today are experimenting with their hair and are going in for exciting hair makeovers by changing their hair color or by adopting fashionable new hair styles. We develop our products keeping in mind the consumers, and consumers have changed significantly. They are constantly experimenting with their hair whether through cut, color or other techniques like straightening etc. Contd.
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Further adding said, While this trend is here to stay, women today want specialized products that are meant for their unique hair care needs. As the experts in hair care, launching the range of Sunsilk Color Shine system and Sunsilk Hair Expert was a natural extension of our existing products in the market. With this launch, women can now go ahead and experiment with confidence because the Sunsilk specialist range comprising 23 new variants will help them preserve their natural hair texture.

Price:Sunsilk shampoos are available in different price variants:-

Sachets: - Re. 1, Rs. 2 and Rs. 3 Bottles: - Rs. 15 of 40ml, Rs. 54 of 100ml, Rs. 104 of 200ml and Rs. 169 of 400ml.

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Sell:-

HUL's products are distributed through a network of 4,000 re-distribution stockists, covering 6.3 million retail outlets reaching the entire urban population, and about 250 million rural consumers. There are 35 Carrying &Forwarding Agents in the country who feed these redistribution stockists regularly. The general trade comprises grocery stores, chemists, wholesale, kiosks and general stores. Hindustan Unilever provides tailor made services to each of its channel partners. It has developed customer management and supply chain capabilities for partnering emerging selfservice stores and supermarkets. Around 2,000 suppliers and associates serve HULs 40 manufacturing plants which are decentralized across 2 million square miles of territory.

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 Advertise/Promotion:HUL promotes Sunsilk by endorsing Hollywood likes of Shakira and Marilyn Monroe and Bollywood celebrities like Priyanka Chopra, along with it Sunsilk is promoted through its magazine published every week and then in June 2006 Sunsilk launched an initiative social networking website Gang of Girls which first of its kind which provides entire hair solutions and entertainment activities like blogs and games and also worlds first website for only shampoos thats www.sunsilk.com which consists of worlds 7 hair experts information and recommendation for hair issues. Sunsilk also endorses tag line for promoting brand like Life Cant Wait which indicates that go out girls in the world and live your life to the fullest.

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 Modern Marketing Information System:The modern marketing information system relies on two main aspects Internal Records and Marketing Intelligence. The Order-to-Payment Cycle:As Sunsilk is a FMCG product the process of selling the products to the final consumers is done through wholesalers, from wholesalers to retailers and then from retailers it reach to the final consumers. In order-to-payment cycle the targeted orders is been given to the salesman and the order given by retailers is recorded by the salesman in the electronic diary so as to avoid the errors in fulfilling the order. The order is fulfilled by the distributors of Sunsilk within two days and according to the HULs policy it gives 7-day credit to the small retailers and upto 15 days credit to the big retailers like malls. Sales Information Systems:In HUL the marketing managers have the psychological pressures to submit the daily sales reports to the Head of Department (HOD) to get the overview of sales and its demand in the particular region. The distributors of HUL put the data of orders in the computer which are directly link to the headquarters to get the daily sales information and to track the selling of varieties of Sunsilk shampoos.

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The highlight of the third phase was the concept of "Redistribution Stockists"(RS) who replaced the Registered Wholesalers. The RS was required to provide the distribution units to the company salesman. The second characteristic of this period was the establishment of the "Company Depots" system. This system helped in transshipment, bulk breaking, and as a stock point to minimize stockouts at the RS level. In the recent past, a significant change has been the replacement of the Company Depot by a system of third party Carrying and Forwarding Agents (C&FAs). The C&FAs act as buffer stockpoints to ensure that stockouts did not take place. The C&FA system has also resulted in cost savings in terms of direct transportation and reduced time lag in delivery. The most important benefit has been improved customer service to the RS. The role performed by the Redistribution Stockists includes: Financing stocks, providing warehousing facilities, providing manpower, providing service to retailers, implementing promotional activities, extending indirect coverage, reporting sales and stock data, demand simulation and screening for transit damages.

Database, Data Warehousing and Data Mining:In Database, as Sunsilk is women oriented shampoo it collects its customers database through its social networking website Gang of Girls in which Sunsilk offers interaction with other Sunsilk female consumers and it also provides information regarding to hair problems to its daily basis consumers. Contd.
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In Data Warehousing the website ranks its visitors or members of the website according to the number of visit made by its consumers, consumers purchasing of shampoo on regular basis, etc. so that Sunsilk can give them the special offers on purchase of Sunsilk product through their membership identity. In Data Mining Sunsilk put the data into neglect segment of those customers who daily visit the website but dont purchase the actual Sunsilk product.

The Marketing Intelligence System:In Marketing Intelligence System, Sunsilk obtain the information through its publication of magazine which provides the complete hair related problems through the feedback form attached in each and every magazine of Sunsilk along with it Sunsilk also obtains information through its official website www.gangofgirls.com. Also Sunsilk is the only product till date which has its own website particularly only for Sunsilk shampoos and conditioners which gives a competitive advantage to Sunsilk. In Marketing Intelligence System HUL give the targets to be fulfilled so as to train the sales force and also as a kind of motivation to them. Along with it HUL to motivate its distributors and retailers give extra commission for their sales efforts and give incentives to the retailers for displaying Sunsilk shampoos. In Marketing Intelligence System HUL acquires information for Sunsilk through research company AC Nielsen-ORG MARG & AT Kearney that provides syndicated research data.
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 Analyzing the Macroenvironment:i. Needs:Unilever launched Sunsilk in U.K regarding the need to repair damaged and dry hair also Unilever recognizes the need to get freed from dandruff as a result Sunsilk was launched to fulfill such kind of need of people. In India people mostly rely on nature since centuries and India also known for its natural herbal products. Considering these needs of Indian people Sunsilk launched its range of shampoos which are totally based on natural herbs like Amla, Aloe Vera, Jujuba, Shikakai, Aretha etc.

ii. Trends:As Sunsilk is a most demanded FMCG product of Unilever for hair care solutions the factor like fad does not applicable to Sunsilk because its range of shampoos are not for short period. When we consider current trend, women of todays generation likes to experiment with their hair by straightening, curls, plumping, bouncy etc. To catch up with the trend Sunsilk launched its 7 variants through Sunsilk Co-Creations which covers all trends. Sunsilk is always known for its anti dandruff solutions, so it has created a megatrend among women even though Unilevers Clinic All Clear is available in the market. Women in India specially working women prefer only Sunsilk for their hair care.

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iii. Identifying the Major Forces:(a)

Demographic

In forces the first factor is demographic environment, the brand Sunsilk changes according to the countries and Unilever sells Sunsilk under different brand name like Seda, Elidor and Sedal. In India Sunsilk is sold in both urban and rural areas under Sunsilk only but in rural areas Sunsilk is been sold through the project Shakti which works for the development of rural people.

(b) Economic
Sunsilk shampoos differ in rural and urban areas of India. It is available in relatively cheaper rates in rural areas than in urban areas under project Shakti. Hence we can say that Sunsilk is economic wise product and it fits the pocket of Indian consumers.

(c) Social-Cultural
Hindustan Unilever Limited markets different variants of Sunsilk shampoos under same brand name to address the regional preferences of consumers. It does not lay much stress on regional languages of India to promote Sunsilk.

(d) Natural Environment

Eco-efficiency of HULs self-owned manufacturing operations is a core part of its strategy. HULs long-standing work in this area has helped it improve the understanding of its impacts and underpinned its commitment to reduce its environmental footprint in areas such as water, waste and greenhouse gas emissions.

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HULs intend to reduce the carbon footprint of its operations through: - Developing energy efficient Ploughshare Mixer Technology production technologies like

- Increasing the use of carbon neutral fuels HULs strategy for water is based on the 4-R principle wherein it, Reduce at source, Reuse within process, Recycle wherever possible and Renew ground water through rain water harvesting.

(e) Technological Environment

With the change in technology, Unilever also developed its process by tie-up with SAP Technologies Ltd. for entire IT solutions to all products including Sunsilk shampoos and for entire production, HUL also developed a new technology for making soap known as Plough Share Mixer (PSM), which eliminates the need for steam in soap and shampoo making.

(f)

Political-Legal Environment

In India, Unilevers marks presence of Sunsilk with associating NGOs and by launching Shakti, a project which gives employment to rural people along with creating political and legal awareness by educating the rural youths of India.

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 Forecasting and Demand Measurement: The Measures of Market Demand:There are many productive ways to break down the market: In terms of potential market, today women are doing job and are acquainted towards the market offers of Sunsilk and also they are willing to pay for that along with it as Sunsilk is a FMCG product it is easily accessible and they can possess the product easily. Generally Sunsilk shampoos are belong to the segment of women age between 16-40 years, hence we can say the available market for Sunsilk is very huge in which consumers have interest, income, easily access and qualified for the purchase of Sunsilk. Sunsilk is the product meant for women hence the target market for Sunsilk is women. Sunsilk is the product which is purchased not only by women but males do also purchase it hence we can say that males are the penetrated market for the Sunsilk shampoos.

Contd.
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Estimating Current Demand:-

To calculate market potential for Sunsilk among women above the age of 18 years we use formula as below:Potential for women in income Avg. % Avg. % Avg. % of amount Expected % of amount Women above = Kutch above (X) per 18 years 18 years capita (X) of Income (X) of hair spent (X) spent on shampoos (X) spent on Unilever that on hair on shampoo that is spent On Unilever will spent on Sunsilk

= 150000 x 3000 x 15% x 10% x 8% x 6% Potential For women Above 18 years = 32400

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 Customer Development Process:Potentials

Prospects

Disqualified Prospects

First-time consumers

Repeat customers sustomers Clients Inactive or Ex-customers

Members

Advocates

Partners

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- As per the above diagram, Sunsilk will get potentials according to their income, interest and easily availability. - In prospects company will distribute the samples of Sunsilk to convert them into consumers but at this stage the consumers will leave the product if their needs remain unfulfilled and they will be disqualified. - When the consumers continue to use the product they became the first time consumers of Sunsilk. - When the consumers purchase Sunsilk again and again then they became the repeat consumers of Sunsilk shampoos. - The consumers buying the same Sunsilk repeatedly became the client of Sunsilk and the retailers from his side will provide the same variant of Sunsilk without asking the consumer. - Many times in urban areas consumers buy Sunsilk shampoos from big retail malls and due to their repeated and regular basis buying they became the members of that particular mall. Also consumers specially women can became the members of Sunsilk by joining the community on www.gangofgirls.com - As Sunsilk is a FMCG product the factors like advocates and partners are not applicable such factors are mainly applied in B2B business. - In the whole customer development process the consumers can anytime leave the product and became the inactive or excustomers.

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 Factors Affecting Consumer Behavior:i. Cultural factors:-

Buying

In cultural factors, culture is the determinant of a persons wants and behavior. In terms of Sunsilk shampoos, once consumers liked the product because it works effectively against dandruff than it became his/her culture to buy the same product repeatedly. It became the determinant of consumers wants and behavior and the consumer will not change to any product and will remain with the same Sunsilk variant.

ii. Subculture factors:If we assume that in a region like Kutch, a dry region, than the variant of Sunsilk effective on dry and damaged hair will be demanded more because of tough climate condition. Hence this shows the subculture that provides more specific identification and specialization.

iii. Social factors:In social factors there are groups which have direct influence and such groups are membership groups. Women usually attend kitty parties and in such parties when one woman praises another woman then that lady will describe the name of Sunsilk which is responsible for her healthy and shiny hair. Then such factors influence that lady to have the same kind of hair and she will buy Sunsilk shampoos.

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iv. Personal factors:Sunsilk also considers personal factors like age of women having the age of 16 and above. Also when girls get married and she is regular consumer of Sunsilk shampoos than she will recommend Sunsilk to her spouse thus these factors affect the product. Also other occupation and economic circumstances of people also affect buying of Sunsilk as it available at an affordable price. Women consumers in semi urban and urban areas consider Sunsilk as their value added to their personality because of Sunsilk co-creations indulging worlds 7 great hair experts.

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 The Buying Decision Process:1. Problem Recognition:The consumers will buy the product when they have particular issues like:Dry or Damaged hair Dullness Unsolved Curls Dandruff Hairfall Other shampoos being ineffective Want to try something new.

2. Information Search:The consumers can search for the information about Sunsilk through personal groups like family, friends, neighbors etc. Also Sunsilks information is also available through T.V commercials as Sunsilk is endorsing Bollywood actress Priyanka Chopra and also through retailers when they display in their stores. The information about Sunsilk is also available on the website www.gangofgirls.com In means of public the information about Sunsilk is available through the publications of Dermatologists Association of India. Many a times the information is available through the samples of Sunsilk distributed by HUL as the experiential source. After gathering information consumers search for different products. Contd.
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Total set
Sunsilk Clinic Plus Head & Shoulders Pantene Garnier Ayur Chik Halo

Awareness Set
Sunsilk Clinic Plus Head & Shoulders Pantene Garnier

Consideration Set
Sunsilk Clinic Plus Garnier

Choice Set
Sunsilk Garnier

Decision
?

3. Evaluation of Alternatives:In evaluation process consumer firstly will try to satisfy their need which can solve their needs. Secondly consumer will see the benefits from the solution provide by Sunsilk shampoos. Sunsilk shampoo is the product which is available since more than 45 years hence consumers have the belief in product that Sunsilk will solve their hair issues and will also satisfy the needs. In terms of attitude Sunsilk laid stress on the tag/punch line Life Cant Wait which gives an emotional touch to girls that live your life to the fullest in less time.

On the basis of their beliefs and attitudes, consumers evaluate the products available in the market. In the expectancy-value model, consumers narrow their choice set to 4 shampoos on the basis of which one can predict the preference of consumer.

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Shampoos
Varieties (0.4) Sunsilk Garnier Clinic Plus Head & Shoulders 10 7 5 8

Attributes
Quality (0.3) 9 8 3 4 Effectiveness (0.2) 7 6 8 3 Price (0.1) 8 6 5 2

In the above table in price 10 indicates low price and in other factors 10 represents highest level Sunsilk Garnier Clinic Plus Head & Shoulders = 0.4(10) + 0.3(9) + 0.2(7) + 0.1(8) = 8.9 = 0.4(7) + 0.3(8) + 0.2(7) + 0.1(6) = 7.2 = 0.4(5) + 0.3(3) + 0.2(8) + 0.1(5) = 5 = 0.4(8) + 0.3(4) + 0.2(3) + 0.1(2) = 5.2

According to the expectancy model formulation we can predict that the consumers will buy Sunsilk shampoos.

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4. Purchase Decision:After considering expectancy model consumers will buy Sunsilk shampoos. With the conjunctive heuristic consumer sets each attribute as per the need and that minimum alternative. For ex. If consumer had to rate at least a 5, then the consumer would choose Garnier shampoos. With the lexicographic heuristic if consumer had to choose effectiveness attribute than consumer would have choose Clinic Plus. Also the consumers can modify decision of purchasing if there involves risk like Sunsilk proves ineffective, cause physical risk like allergy or itching in head etc.

5. Post Purchase Behavior:In post purchase behavior if consumers will be satisfied with the results of Sunsilk then consumers will buy the product again irrespective of price and also say the good things to other and will influence others to buy Sunsilk shampoos. Also if negative results appear then consumers will stop purchase Sunsilk and can compensate for the same so the marketers should keep such things in their mind while endorsing Sunsilk. In post purchase Sunsilk sometimes provide its consumers Sunsilk magazine for hair solutions.

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In post purchase use and disposal, consumers especially in rural areas use Sunsilk shampoo bottles for storing homemade hair oil. In some case even the consumers throw the bottles of Sunsilk shampoos, HUL takes back the empty bottles and resell the bottles after refilling and redesign the bottles because HUL has adopted the concept of 3 Rs i.e. reduce, recycle and renew.

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 Mental Accounting:In mental accounting consumers will seek financial benefit from the product. In case of Sunsilk, consumers will evaluate both 100ml and 200ml in terms of price by assuming that the quantity is double but the price of 200ml is less than double the amount of 100ml. By this evaluation consumers will straightly buy the 200ml bottle. In integrating losses, consumers will prefer another shampoo if it offers something free on the purchase of product even if the price of another shampoos is high than Sunsilk.

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