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1. INDUSTRY PROFILE Shampoo in India was derived from the Hindi word ‘Champi’ meaning hair massage. The introduction of shampoo in India dates back to the British reign in the country. Being a recent development the growth of shampoo or rather the penetration levels of shampoo in the India has been commendable. The shampoo market in India is estimated to be Rs 2,500-3,000 crore. The shampoo market is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in India has managed to tap users of the various segments according to their requirements and preferences. Due to the continuous efforts of the top shampoo brands in India penetration of shampoos in urban areas is almost 100%. As far as penetration of shampoo in the rural areas is concerned it has risen by almost 18% in the current scenario. The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in India is Hindustan Unilever Limited. The top three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The company holds a 44% market share in the Indian shampoo industry. It is said that HUL earns almost 8% of its revenue from the sale of these products The other recent brand that has taken the Indian personal care industry by storm is Pantene. Since its very inception the brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene has slowly and steadily managed to capture quite a large amount of the Indian market. Proctor and Gamble the second top shampoo brand in India holds a market share of around 25% in the Indian shampoo industry. The revenue earned from the ale of shampoos from Proctor and gamble is almost 17%. Together these two major players constitute a major part of the Indian shampoo industry. Both these players with their numerous brands dominating the Indian shampoo market are continuously trying to outdo one another by introducing different marketing schemes. Be it in the form of price cuts, discounts or increasing the size of the shampoo sachets without any extra costs these two to shampoo producing companies are at a continuous price war.
2. COMPANY PROFILE
Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a merger between British soap maker Lever Brothers and Dutch margarine producer Margarine Union. Hindustan Unilever Limited (HUL) is a subsidiary of Unilever; one of the world’s leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about €40 billion. HUL is the first foreign subsidiary to offer 10% of its equity to Indian public. Hindustan Unilever Limited (HUL) was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as “Hindustan Unilever Limited”. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The company’s Turnover is Rs. 17,523 crores (for the financial year 2009 - 2010). In 2009 Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of “Global Top Companies for Leaders” by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India. HUL VISION The four pillars of HUL vision set out the long term direction for the company – where we want to go and how we are going to get there:
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work to create a better future every day help people feel good, look good and get more out of life with brands and services that are good for them and good for others. will inspire people to take small everyday actions that can add up to a big difference for the world. will develop new ways of doing business with the aim of doubling the size of our company while reducing our environmental impact.
HUL MISSION To help people feel good. Continuous commitment We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows. It is a mission HUL shares with its parent company. consumers and the environment. The code also supports our approach to governance and corporate responsibility." Always working with integrity Conducting our operations with integrity and with respect for the many people. 3 . Positive impact We aim to make a positive impact in many ways: through our brands. comprises ten principles covering business integrity and responsibilities relating to employees. Unilever. and through the various other ways in which we engage with society. Setting out our aspirations Our corporate purpose sets out our aspirations in running our business. aligned to our own Code of business principles. Working with others We want to work with suppliers who have values similar to our own and work to the same standards we do. HUL’S Purpose & Principles Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with. the communities we touch. Our Business partner code. through voluntary contributions. and the environment on which we have an impact. our commercial operations and relationships. organisations and environments our business touches has always been at the heart of our corporate responsibility. wherever they are in the world. look good and get more out of life with brands and services that are good for them and good for others.
or as any systematic investigation. Reading a factual book of any sort is a kind of research. To know about the branding strategies used by Sunsilk. information and facts for the advancement of knowledge. Study the S-T-P techniques used in marketing Sunsilk. Provides less information about the social responsibility fulfilled by the company. In the broadest sense of the word. To know about the various promotional strategies of Sunsilk TYPE OF DATA COLLECTION Second Hand Data collected from the internet. - TYPES OF RESEARCH Type of research conducted is a descriptive research in which major objective is to study the latest marketing strategies by HUL for the branding. Study the SWOT analysis of Sunsilk Study the various Advertising techniques done for the brand LIMITATIONS OF STUDY Provides less information on the basis of holistic marketing. 3. OBJECTIVES OF RESEARCH 1. targeting and positioning one of their major product Sunsilk. 4. 2. to establish novel facts. 4 .RESEARCH METHODOLOGY DEFINATION OF RESEARCH Research can be defined as the search for knowledge. Study the Marketing strategies used by HUL. Know about the 4P’s. the definition of research includes any gathering of data. To know about the competitive positing of the Sunsilk. To know about the Sunsilk. Surfing the internet or watching the news is also a type of research. usually using a scientific method. with an open mind. - SCOPE OF STUDY Study to which extent theory of marketing is applied to the real market.
Sunsilk is Unilever’s leading hair care brand. conditioners and other hair care products are sold in 69 countries worldwide. Based on different customer needs Sunsilk offers different variants. and other styling products. The brand included a range of shampoos.Dutch conglomerate's billion dollar Brands". Livon and hair masks were introduced — transforming Sunsilk into a complete hair care brand 5 .. In the India. Unilever’s goal was to position Sunsilk as a brand that understood the problems faced by women and their needs and preferences. But over the years there has been constant effort to add emotional appeal to the brand. and ranks as one of the Anglo. Sunsilk shampoos. It was launched in India in 1964. primarily aimed at women. Target segment for Sunsilk being aspiring young women – most Sunsilk ads show young women getting their hair problems solved by using Sunsilk shampoo. conditioners. The tagline of most Sunsilk ads: ‘Baloon Mein Dhadkan Dil Mein Shararat’. Currently following is what the HUL site says about the brand: ‘It knows you.. The Brand Sunsilk was launched in 1954 in the UK. Hazeline. it had become a well known hair care brand and was available in 18 countries worldwide. It is the HUL shampoo brand for the ‘Aspiring’ or midsegment specially women. By 1959. Seda and Sedal. Recently Sunsilk and HUL won the highly acclaimed Guinness World Record for the most heads of hair washed and styled in one day. The intended positioning of the brand over the years has changed from ‘Shampoo plus cosmetic’ to ‘Beauty Shampoo’ to ‘Hair Expert’. It is marketed in other brand names as Elidor. Sunsilk is Number 1 in Asia. Latin America and the Middle East having sales of more than ¼1 billion a year. produced by the Unilever group.- FINDING OF STUDY INTRODUCTION Sunsilk is a hair care brand. A brand extension of Sunsilk was the launch of Hair Oil. and hence knows exactly what your hair needs’. Sunsilk had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners.
Hair Fall Solution Point of Difference (POD) With point of difference. Each hair issue variant links to an expert with the relevant specialist hair knowledge. Dream soft & smooth 2. They came with this idea to grab the market and to be superior in the market. the brand must demonstrate clear superiority. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products.4P’S OF SUNSILK PRODUCT Point Of Parity 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 are: 1. Anti-Dandruff Solution 5. Sunsilk’s PODs is Co-creation. Stunning Black Shine 3. Lusciously Thick & Long 4. CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD 6 .
It is a strategy. ponds. It helps in the growth and retention of the black color of hair. PRODUCT RANGE Currently. Individual name: Unilever follow individual name for setting brand name for their different products. 2. giving it a rich black shine. Likable: From our research we found that most of the people like the brand verbally and visually. Brand elements are those trademark able devices that identify and differentiate the brand. Fair & lovely. 3. Meaningful: Every consumer has a clear meaning about Sunsilk. Branding strategy 1. Memorable: every consumers mind catches the brand name. to nourish it leaving hair strong and beautiful. which brings lots of positive feedback for a firm.Branding Decisions: Branding strategy is one of the most vital decisions taking by marketers. 7 . Sunsilk etc are easily memorable. 4. Consumer thinks about sunsilk as a product which solve their problem relating with hair. New Sunsilk with Melanin extracted from plants serves this purpose very effectively. Protectable: The brand name is legally and competitively protectable. Their marketing programs set the brand name in consumers mind. Brand Elements: Brand elements can play a number of brand building roles. Dove for skin care. the range consists of: ♦ Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. Ponds. The brand retain their trade mark rights and not generic. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand. Dove (Shampoo). ♦ Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black shine. such as Sunsilk. Their short brand name such as: Dove.
shine and amazing manageability to the thinning and lifeless hair. Tokyo and Los Angeles – the seven hand-picked hair experts have a combined 50 years experience working in the hair industry and were selected for their specialties after an extensive search that lasted almost a year: • • • • • • • Tom Taw (London) – Dry & damaged hair Teddy Charles (Paris) – Volume Rita Hazan (New York) – Colour protection Yuko Yamashita (Japan) – Straight Ouidad (New York) – Curls Dr Francesca Fusco (NY) – Dandruff and Scalp issues Jamal Hammadi (LA) – Shine 8 . Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful. London. Sunsilk has teamed up with seven pioneering global hair experts to bring to Australia the world’s first co-created product range for all specific hair types Hailing from fashion hubs of the world – New York.♦ Green Sunsilk with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. ♦ Orange Sunsilk with active nutrients from Citrus Extracts: The advanced formula of orange Sunsilk is the result of the latest research. These vitamins help in giving extra body. New Sunsilk with yoghurt proteins makes the dry hair full of life. New sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins. extra shine and style. ♦ Pink Sunsilk with yoghurt proteins : Dry hair needs wholesome conditioning. Paris.
Easy to manage. After the initial price is determined. HUL then uses target costing in order to achieve the required profits.g. Creating a personality of the brand.. 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 customer’s perception of its value. e. The price of Re 1 and 2 for Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase more convenient. Imparts a feeling of freshness-due to fragrance.PRICING HUL claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. Unique shampoo for every hair type. the advertising objectives are set avoiding to the advertising strategy for each product. Conditioning benefits. Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment. Makes the hair appear clean and shiny. soft hair. 10 . The research department determines this price usually by using focus groups. since the rupee is denoted in this value. silky. Besides having these general objectives. 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. Sunsilk advertising objectives since it was being re-launched were: • • • • • • • To increase the usage. • • PROMOTION Build top of the line consumers’ awareness. Effectively communicate brand promise.
11 . Consumers relate to products itself. they can relate to a human being who consumers believe is an expert so Jawed Habib is an expert so is Sunsilk. Media platforms used Print media internet rural campaign environment concern ads Music videos Free sample distribution Demo campaigning Promotion of the products in the sunsilk range through movies such as “Fashion” Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country along with Hoardings Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences Advertising HUL believes that messages about product delivered by credible sources can be very persuasive. Jawed Habib. a recognized and highly qualified hair stylist is used by Sunsilk in its ads because they want to bring out an expert’s image. Hence Jawed Habib who is a hair care expert endorses Sunsilk and more value is added to the brand.Promotional strategy Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the brand Sponsored short films that were broadcast during popular television shows.
“India’s first online girl community concept.” It brought the product in Direct contact with target audience 12 .METHODS ADOPTED TO PROMOTE THE BRAND NAME OF SUNSILK Actresses as spokespersons Co-marketing Some of these films were made exclusively for retailers like Wal-Mart and were telecast in-store Sponsor for fashion shows INNOVATIVE AND UNIQUE STRATEGIES IMPLEMENTED BY SUNSILK IN INDIA Hindustan Unilever launched the ‘Gang of Girls’ website in June ’06. Lots of media mentions as it as a “successful branded space.” Gang of Girls site was pushed online and via TV and print.
com benefited from redirect from Sunsilknaturals.000 girl gangs• 200 million hits 12-13 million page views every month Company taking benefits of new web 2.” -HUL EXECUTIVE 13 . Hindustan Lever claims 2. Sunsilkgangofgirls.000 registrations to Gang of Girls site -• • 25.the new website offers an "expert studio" online where users can get information about each of them. “As far as brand is concerned plus side forsunsilk here is ability to usepower of technology to position brand successful and create followingamong niche users whom must have generated enough feedback for thebrand to understand demographic served. Other brands need to take a cue from here and understand how web can be used as an effective brand delivery/promotion tool. Francesca Fusco and Thomas Taw .Sunsilk's website Gang of Girls has been relaunched in keeping with the new campaign of the brand for "Sunsilk Co-Creations".com.500. With the intent of popularising the four stylists shown in the advertising . malls and multiplexes across India. Gang of Girls events at 60 college festivals.000 registered users and very similar features.0 technologies ranging from blogs to power of social networking. This site has 100.Teddy Charles. watch their videos and read their blogs. Jamal Hammadi.
There are different distributors for different areas. DISTRIBUTION CHANNEL 14 .PLACE Distribution Objective: “To reach as many towns and villages as we can” HINDUSTAN UNILEVER has 150 distributors whose function is to sell to wholesaler s directly. They are carefully selected and their performance is constantly evaluated..
So that Sunsilk rapidly increase their mind share. MIND SHARE: To buy a shampoo rational consumers firstly think about Sunsilk due to the promotional strategies of Sunsilk. they are steadily gaining market share. The major competitor of Sunsilk in rural areas is BIO AMLA IDENTIFYING COMPETITORS MARKET SHARE : Sunsilk as a market challenger.COMPETITION AND MARKET SHARE CLASSES OF COMPETITORS: In urban areas. Sunsilk is acting as a market challenger against Head & Shoulder. At present market situation. they capture 34% of total market share. 15 .
HEART SHARE: Due to reach product and marketing attributes & features Sunsilk’s mind share in total competitive market is higher than any other brand. 16 . Consumer choosing sunsilk as their first choice. Expanding the total market: Sunsilk is very sensitive to increase its market. 2. AREAS OF IMPROVEMENT: 1. New customers: Sunsilk trying to attract buyers who are unaware of the product or who are resisting it because lack of such features.
level and frequency of consumption. professionals and belongs to premium and middle class. • • • • • • Company has advanced technology and well skilled professionals. Participative management style Very good distribution network all over India. The target market is educated. WEAKNESSES • • • ○ ○ Competitor has strong promotional activities.Sunsilk using market penetration strategy. transparent communication system. Advertisement flawsDevaluation of product Product’s quality looses its values 17 . It also improves packaging and redesigns the product. new market segment strategy and geographical expansion strategy for searching new consumers. The New Sunsilk Shampoo is a high quality product in terms of hair protection. 3. Company totally owned. More usage: Sunsilk recently increase the amount. systematic distribution network. Customers are offered better alternatives by the competition. - SWOT ANALYSIS STRENGTHES • HUL is one of the largest organizations in India. in all major and small cities.
Local and Foreign competition. Partial Government policies. which can be further broadened with the increase in demand. High rate of competition. Customer base is increasing with effective marketing. Shampoo plus conditioner and anti-dandruff shampoos are another area where HINDUSTAN UNILEVER can earn huge profits. THREATS • • • • Political and Economic factors. Consumers are becoming more quality conscious Current capacity utilization is 80%. Rural areas are a large prospective market where they can introduce Sunsilk.○ ○ Poor promotion of free samples No unique identification of product OPPORTUNITIES • • • • • • • Population expanding at a rapid rate. 18 . Baby shampoo is another area where HINDUSTAN UNILEVERs can make huge gains.
they lack in the market share which is not understandable. HUL should reduce their Co. HUL has improved its packaging style of Sunsilk in lepas and bounds. Sunsilk has been targeted among the teenagers and young women in the urban areas more in depth rather than the rural.- CONCLUSION OF STUDY HUL has concentrated on the marketing plan and strategies on a very high note. we observe the noticeable difference in them. Develop strong distribution structure 2. People are familiar with Sunsilk. With every launching of new ranges. Adopting packaging and pricing. Sunsilk has huge potential of rural market 72% of total population but not yet develop a successful strategy to penetrate this market. however they are not interested in whether it is a Unilever product or not.creation ranges bottle prices compared to Head & Shoulders so as to make the consumers feel the difference in what options are placed before them and opt for the former. 19 . As shown in the pie chart of market. The success of sunsilk emulated which captured the rural market by two strategies1. Being the rulers of the mind and heart shares. Through extensive marketing methods Unilever should make people aware of the fact that it is a Unilever Product and not just any product so that the brand loyalty increases and people purchase its product due to its brand name and not just the product name. mind and heart. For the target market. It has not only improved its features but also kept changing tag lines to attract the consumers in just a glance.
The number of members in the website speaks itself for the success of the launch.HUL also lacks in the social responsibility clause whereas it pays maximum of its attention to the promotional activities and sales figures. Launching a website to attract young girls and giving them a catchy name ‘GANG OF GIRLS’ was a very innovative and tremendously effective strategy to capture the minds and the approval of the target market. 20 . The latest sunsilk range ‘ sunsilk co-creation’ gives the consumers a wide range of option to choose according to their hair texture which shows that HUL is also working to the core to improve the product quality.
Frontal attack – Sunsilk can launch shampoo combining conditioner. In market Head & shoulders targeting mainly high and middle class people but big portion in lower class consumer could not adopt their product. Sunsilk will attract more once free sachets are being offered with HUL’s other brands. Being leaders in the urban market. 21 . HUL should convert their opportunities to effective and noticeable results. HUL should choose such a person as a Brand Ambassador with whom the young generation can connect with in a short span.- SUGGESTIONS OF STUDY HUL can modify their marketing strategies using the following few suggestions. now major focus should be given to the rural market targeting and development. it should now concentrate and bring out new ranges of products for the male segment and the elder generation. Bypass attack – Sunsilk can introduce anti dandruff shampoo n add a conditioner in its package. conclusions and the suggestions and implemented to its best . Flank Attack: Sunsilk can follow segmental strategy. Now as sunsilk has become the No 1 in the ladies segment. anti.dandruff. and shinning in a one product as follow as Head & Shoulders. If taken into consideration all the above studies. Sunsilk range of products will once again rule the market share as it did when it was established. sachet sales should also be monitored as middle class and lower middle class consumers opt for sachets. Along with the bottle wise sales. So. Sunsilk can targeting the lower class. who have lower income and launch new product at a lower price.
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