You are on page 1of 53


Competitive Analysis

Industry Participants

Head & Shoulders

Comparative Brand Performance

The major competitors of Sunsilk in the rural and urban areas are the following:

Palmolive shampoo by Colgate- Palmolive

Colgate-Palmolive Company is an American diversified multinational
corporation focused on the production,

distribution and provision of household, health care and personal products, such
as soaps, detergents, and oral hygiene products (including toothpaste and
toothbrushes). Under its "Hill's" brand, it is also a manufacturer of veterinary
products. The company's corporate offices are on Park Avenue in New York
City, across from the Waldorf Astoria.

In 1806, William Colgate, himself a soap and candle maker, opened up a starch,
soap, and candle factory on Dutch Street in New York City under the name of
"William Colgate & Company". In the 1840s, the firm began selling individual bars
in uniform weights. In 1857, William Colgate died and the company was
reorganized as "Colgate & Company" under the management of Samuel
Colgate, his son. In 1872, Colgate introduced Cashmere Bouquet, a perfumed
soap. In 1873, the firm introduced its first toothpaste, an aromatic toothpaste sold
in jars. His company sold the first toothpaste in a tube, Colgate Ribbon Dental
Cream, in 1896. By 1908 they initiated mass selling of toothpaste in tubes. His
other son, James Boorman Colgate, was a primary trustee of Colgate University
(formerly Madison University).

In Milwaukee, Wisconsin, the "B.J. Johnson Company" was making a soap

entirely of palm and olive oil, the formula of which was developed by B.J.
Johnson in 1898. The soap was popular enough to rename their company after it
- "Palmolive". At the turn of the century Palmolive, which contained both palm
and olive oils, was the world's best-selling soap, and extensive advertising
included The Palmolive Hour, a weekly radio concert program which began in
1927. A Kansas based soap manufacturer known as the "Peet Brothers" merged
with Palmolive to become Palmolive-Peet. In 1928, Palmolive-Peet bought the
Colgate Company to create the
Colgate-Palmolive-Peet Company. In 1953 "Peet" was dropped from the title,
leaving only "Colgate-Palmolive Company", the current name.

Colgate-Palmolive has long been in fierce competition with Procter & Gamble,
the world's largest soap and detergent maker. P&G introduced its Tide laundry
detergent shortly after World War II, and thousands of consumers turned from
Colgate's soaps to the new product. Colgate lost its number one place in the
toothpaste market when P&G started putting fluoride in its toothpaste. In the
beginning of television, "Colgate-Palmolive" wished to compete with Procter &
Gamble as a sponsor of soap operas. Although the company sponsored many
shows in part, they were most famous for being the full sponsor of the serial The

George Henry Lesch was president, CEO, and chairman of the board of
Colgate-Palmolive in the 1960s and 1970s, and during that time transformed it
into a modern company with major restructuring.

In 2005, Colgate sold the underperforming brands Fab, Dynamo, Arctic Power,
ABC, Cold Power and Fresh Start, as well as the license of the Ajax brand for
laundry detergents in the U.S, Canada and Puerto Rico, to Phoenix Brands, LLC
as part of their plan to focus on their higher margin oral, personal, and pet care

In 2006, Colgate-Palmolive announced the intended acquisition of Tom's of

Maine, a leading maker of natural toothpaste, for US $100M. Tom's of Maine was
founded by Tom Chappell in 1970.

Today, Colgate has numerous subsidiary organizations spanning 200 countries,

but it is publicly listed in only two, the United States and India.

In June 2007, counterfeit Colgate toothpaste imported from China was found to
be contaminated with diethylene glycol, and several people in eastern U.S.
reported experiencing headaches and pain after using the product. The tainted
products can be identified by the claim to be manufactured in South Africa by
Colgate-Palmolive South Africa LTD, they are 5oz/100ml tubes (a size which
Colgate does not sell in the United States) and the tubes/packaging contain
numerous mis-spellings on their labels. Colgate-Palmolive claims that they do not
import their products from South Africa into the United States or Canada and that
DEG is never and was never used in any of their products anywhere in the world.
The counterfeit products were found in smaller "mom and pop" stores, dollar
stores and discount stores in at least four states.

In 1926, Colgate- Palmolive introduced in the Philippines.

The Palmolive shampoo have a variety to choose from like Palmolive Naturals,
Palmolive Aroma Therapy, Gard Anti Dandruff shampoo and the last offer of
Palmolive, Palmolive Fashion Girl Shampoo which created for the girls ages 8-12
years old. Its ingredients have mild ingredients that very suitable for the hair of
the girls, more fragrance and effective to remove dirt, less than harm to the scalp.
Other products of Palmolive shampoo is conditioner.

Other product of Colgate- Palmolive are;



From the Dentist

Dishwashing Products

Whitening Products


Bar Soap
Shower Gel
Skin Care

Pantene shampoo by Procter & Gamble

Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500, American
multinational corporation headquartered in Cincinnati, Ohio, that manufactures a

wide range of consumer goods. As of 2008, P&G is the 8th largest corporation in
the world by market capitalization and 14th largest US company by profit. It is
10th in Fortune's Most Admired Companies list (as of 2007). P&G is credited
with many business innovations including brand management and the soap

According to the Nielsen Company, in 2007 P&G spent more on U.S. advertising
than any other company; the $2.62 billion spent by P&G is almost twice as much
as that spent by General Motors, the next company on the Nielsen list. P&G was
named 2008 Advertiser of the Year by Cannes International Advertising Festival.

William Procter, a candlemaker, and James Gamble, a soapmaker, immigrants

from England and Ireland, respectively, who had settled earlier in Cincinnati, who
met as they both married sisters, Olivia and Elizabeth Norris, formed the
company initially. Alexander Norris, their father- in law, called a meeting in which

he persuaded his new sons-in-law to become business partners. On October 31,

1837, as a result of the suggestion, Procter & Gamble was born.

In 1859, sales reached one million dollars. By this point, approximately eighty
employees worked for Procter & Gamble. During the American Civil War, the
company won contracts to supply the Union Army with soap and candles. In
addition to the increased profits experienced during the war, the military contracts
introduced soldiers from all over the country to Procter & Gamble's products.

In the 1880s, Procter & Gamble began to market a new product, an inexpensive
soap that floats in water. The company called the soap Ivory. William Arnett
Procter, William Procter's grandson, began a profit-sharing program for the
company's workforce in 1887. By giving the workers a stake in the company, he
correctly assumed that they would be less likely to go on strike.

The company began to build factories in other locations in the United States
because the demand for products had outgrown the capacity of the Cincinnati
facilities. The company's leaders began to diversify its products as well and, in
1911, began producing Crisco, a shortening made of vegetable oils rather than
animal fats. As radio became more popular in the 1920s and 1930s, the company
sponsored a number of radio programs. As a result, these shows often became
commonly known as "soap operas".

The company moved into other countries, both in terms of manufacturing and
product sales, becoming an international corporation with its 1930 acquisition of
the Newcastle upon Tyne-based Thomas Hedley Co.. Procter & Gamble
maintained strong link to the North East of England after this acquisition.
Numerous new products and brand names were introduced over time, and
Procter & Gamble began branching out into new areas. The company introduced
"Tide" laundry detergent in 1946 and "Prell" shampoo in 1947. In 1955, Procter
& Gamble began selling the first toothpaste to contain fluoride, known as
"Crest". Branching out once again in 1957, the company purchased Charmin
Paper Mills and began manufacturing toilet paper and other paper products.
Once again focusing on laundry, Procter & Gamble began making "Downy"
fabric softener in 1960 and "Bounce" fabric softener sheets in 1972. One of the
most revolutionary products to come out on the market was the company's
"Pampers", first test-marketed in 1961. Prior to this point disposable diapers
were not popular, although Johnson & Johnson had developed a product called

"Chux". Babies always wore cloth diapers, which were leaky and labor intensive
to wash. Pampers provided a convenient alternative.

Procter & Gamble acquired a number of other companies that diversified its
product line and significantly increased profits. These acquisitions included
Folgers Coffee, Norwich Eaton Pharmaceuticals (the makers of Pepto-Bismol),
Richardson-Vicks, Noxell (Noxzema), Shulton's Old Spice, Max Factor, and the
Iams Company, among others. In 1994, the company made headlines for big
losses resulting from leveraged positions in interest rate derivatives, and
subsequently sued Bankers Trust for fraud; this placed their management in the
unusual position of testifying in court that they had entered into transactions that
they were not capable of understanding. In 1996, Procter & Gamble again made
headlines when the Food and Drug Administration approved a new product
developed by the company, Olestra. Also known by its brand name Olean,
Olestra is a lower-calorie substitute for fat in cooking potato chips and other
snacks that during its development stages is known to have caused anal leakage
and gastrointestinal difficulties in humans.

Procter & Gamble has dramatically expanded throughout its history, but its
headquarters still remains in Cincinnati {Source, Ohio History Central}.

In January 2005 P&G announced an acquisition of Gillette, forming the largest

consumer goods company and placing Unilever into second place. This added
brands such as Gillette razors, Duracell, Braun, and Oral-B to their stable. In
2008, P&G branched into the record business with its sponsorship of Tag
Records, as an endorsement for TAG Body Spray.

P&G's dominance in many categories of consumer products makes its brand

management decisions worthy of study. For example, P&G's corporate
strategists must account for the likelihood of one of their products cannibalizing
the sales of another.
On August 24, 2009, the Irish-based pharmaceutical company Warner Chilcott
announced they had bought P&G's prescription-drug business for $3.1 billion

Pantene was created in 1947 by the Swiss drug manufacturer HoffmanLaRoche. It was primarily a European shampoo company until it was acquired in

1983 by Richardson- Vicks, who expanded the product line to 100 products, sold
mainly in salons and department stores. They also expanded Pantene's
coverage to include the United States and Canada. Pantene is a brand of hair
care products owned by Procter & Gamble.

The brand's best-known product is the conditioning shampoo Pantene Pro-V.

The brand name stands for Pantene Pro-Vitamin.

When Richardson-Vicks was acquired in 1985 by Proctor and Gamble, the

conglomerate acquired the hair product line along with the sale. P&G expanded
the product line and its sales outlets to include drug and variety stores as well as
salons. P&G also developed, in 2003, the first product line by a major
manufacturer designed exclusively for women of color. They followed, in 2005,
with a line designed exclusively for Hispanic women.

Other Brands of P&G;

Always feminine hygiene products, including maxi pads, pantiliners(sometimes

called Alldays), and feminine wipes
Ariel washing powder/liquid
Bounty paper towels, sold in the United States and Canada

Braun, a small-appliances manufacturer specializing in electric razors,

coffeemakers, toasters, and blenders
Charmin bathroom tissue and moist towelettes
Crest toothpaste

Dawn dishwashing detergent

Downy/Lenor fabric softener

Duracell batteries and flashlights

Folgers coffee. In June 2008 it was announced that Folgers would be acquired
by The J.M. Smucker Co. based in Orrville, Ohio, by a projected date of Nov,
Gillette, a safety razor manufacturer
Head & Shoulders shampoo
Iams dog and cat foods

Nice n Easy hair color product

Olay Personal and beauty products
Oral-B inter-dental products
Pampers & Pampers Kandoo disposable diapers and moist towelettes
Pantene haircare products
Pringles potato chips

Tide laundry detergent

Wella hair care products

Pantene Hair Products

Pantene Pro-V (pro- vitamin) products are the top-selling hair products in the
world. Their product line ranges from shampoo to hair color to conditioner to hair
spray. The current product line includes:

Smooth and Sleek - Enriched with amino Pro-V complex to give hair a sleek,
glowing finish.
Sheer Volume - Designed to add body and shine.
Daily Moisture Renewal - Designed to hydrate hair and protect it from urban
Color Revival - Designed to maintain color-treated hair, true to color.
Hydrating Curls - Designed especially for naturally curly hair to promote healthy
and full curls

Classic Care - A well-balanced line, designed to promote healthy, shiny hair.

Full and Thick - Designed for thin and thinning hair to make it look full and full of
Relaxed and Natural - Designed for the special moisturizing and relaxing needs
for hair of women of color. This is the first such line by a major hair products
Pantene Pro-V Expression - The company's top of the line products, they
include a special Pro-V formula that combines the best of all of their products for
color-fast, shiny, and full-looking hair.
Extra Liso - Designed with the Hispanic woman in mind, this line has extra
moisturizing and conditioning.

Strength*, Moisture and Shine in 1 Week**
Pantene shampoos are specially designed to meet your specific hair needs, and
help keep your hair strong, healthy and looking fabulous.

* against damage

** shampoo & conditioning vs. non-conditioning shampoo

ANTI-FRIZZ SHAMPOO Helps protect and eliminate


clean hair


hair against


damage for a

SHAMPOO fuller look.

Protects the 2.8 of 5 average
shade of your



The first step to a
classic look.



it as a foundation

to an ice-shining

Helps invigorate
curls as it helps

remove buildup
and residue.



Helps repair the

of damage.




straight hair that
looks defined


and disciplined.

Helps strengthen

designed to
smooth and
Balance: For
Smooth Vitality:
condition hair.
For silky

softness and
smoothness and








Head & Shoulders by Procter and Gamble

Procter & Gamble researchers first decided on making a new anti- dandruff
shampoo in 1950. Nearly a decade of research went into making a new
formula, which introduced the product pyrithione zinc into a shampoo.

Head & Shoulders was first introduced to the U.S. market in November 1961,
as a blue-green shampoo formula. Head & Shoulders helps eliminate scalp
dryness, itch and irritation, for hair that's 100% flake-free with regular use.

The brand's "Extra Strength" product had a cameo role in the 2001 film
Evolution, where its startling copper orange color was shown.

The idea for Head & Shoulders dates back to about 1950. At that time,
Procter & Gamble research determined that consumers were not completely
satisfied with the then- existing anti-dandruff shampoos. What we had to do
was find a new and effective ingredient against dandruff. After ten years of
searching, P&G scientists found one that really worked! Pyrithione zinc.

In the 1950s, Procter & Gamble began screening tests to identify dandruff
control agents. Over two thousand such ingredients were evaluated. Basically
each compound was screened for three properties:

It must retain its activity in the presence of sebum (scalp oils).

It must remain on the scalp after shampooing.
It must be safe for normal usage in the home.

In 1960, we had a product and a code name, then came hundreds of tests on
the product. For instance, we did safety tests to find out whether it would
really work in the home. (It did.) Could people see the results? (They did.)
How would it hold up during shipping? How would it withstand heat and cold?
We found the answers to all these questions and more.

By the spring of 1961, we were ready to give our shampoo a "real" name and
start work on the packaging, displays, advertising, and marketing programs
that would introduce it to the public.

In November 1961, the code name became a brand name: Head &
Shoulders. We were then ready for the most crucial phase: Marketing the
product in a few selected areas. Why didn't we make it available everywhere
in the country? At Procter & Gamble, no product is sold nationwide until it has
first proven itself successful in limited areas.

Active Ingredients

In all the years of our testing, no ingredient has ever performed better than
Pyrithione zinc, the dandruff control agent in Head & Shoulders. Pyrithione
zinc comprises approximately 1% of the Head & Shoulders formula.

Pyrithione zinc is able to inhibit the growth of the microorganisms on the scalp
which are believed to play a significant role in the cause of dandruff. This
ingredient actually remains on the scalp after shampooing, thus continuing to
fight the causes of dandruff. Our tests show that regular use of Head &
Shoulders is required to keep dandruff flaking under control.

Basically, Pyrithione zinc is an antimicrobial agent that works especially well

on the microbes believed to cause dandruff. Furthermore, the active
ingredient goes straight to the scalp, where it's needed, and doesn't affect the
hair. Pyrithione
zinc is the official chemical name for the compound, but the structural name is
zinc 2-pyridinethiol-1-oxide. The empirical formula is C10H8N2O2S2Zn and it
has a molecular weight of 317.92.

Products of Head & Shoulders:

Head & Shoulders Smooth & Silky- for a silky smooth look Head &
Shoulders Extra Volume- to give volume and body Head & Shoulders
Restoring Shine- to restore natural shine

Head & Shoulders Ocean Lift- to invigorate hair and scalp

Head & Shoulders Citrus Breeze- uplifting clean Head & Shoulders
Refresh- featuring natural mint

Head & Shoulders Sensitive Care- with aloe vera & moisturizers, soothes
the scalp

Head & Shoulders Dry Scalp Care- for dry scalp and itch Head &
Shoulders Classic Clean- US #1 selling shampoo

Rejoice shampoo by Procter and Gamble

P&G announces Rejoice.

Rejoice with its technology
gives twice as ordinary

the launch of Asias No. 1 shampoo

patented Micro-Silicone conditioning
smooth, and easy to comb hair versus

Rejoice has a strong global heritage and is the No. 1 i.e., the largest
selling shampoo in Asia (China, Japan, Singapore, Thailand,
Philippines, Hong Kong, Indonesia, Malaysia, Vietnam, etc.).

It is loved by consumers in 85 countries. Over the years Rejoice has enjoyed

the endorsements of Tennis Star Michael Chang, and leading Asian Celebrity
Hair Stylists such as Gusnaldi (Indonesia) and James Cooper (Philippines).

Rejoice was the worlds first Shampoo-cum-Conditioner launched in

1987, and in 1995, it was awarded a Gold Medal for Technology by Former
US President Bill Clinton for its innovative technological breakthrough of the
shampoo + conditioner formula specially designed for making hair softer and

Rejoice has been launched by P&G to specifically meet the unique needs of
Filipinas consumers. The shampoos unique high-tech suspension system
holds the surfactant and conditioner together, thus ensuring both wet and dry
conditioning. Wet conditioning makes it easy to comb hair when wet, while dry
conditioning ensures that hair remains smooth even after it has dried up, thus
making tangles a thing of the past.

Rejoice is mild enough for everyday use and has a fresh floral fragrance that
leaves hair pleasantly scented for several hours after use. Given the diversity
of Filipino consumers and their varied hair needs, P&G has launched Rejoice
in three unique variants:

Rejoice Rich: Specially formulated with higher conditioning to make hair

extra smooth and superbly easy to comb. Suitable for those with dry hair.

Rejoice Silky Clean: Specially formulated for hair which is oiled

frequently. It provides gentle, effective cleaning of oil and dirt from hair and
then conditions the hair to make it silky smooth. Suitable for those who oil
hair/ whose hair tends to get naturally oily or sticky.

Rejoice Complete: Specially formulated as a 3-in-1 shampoo that fights

dandruff, and gives silky smooth hair that smells great all day long. Suitable
for the entire family.
Rejoice Fruity
Rejoice anti- hair fall: helps to strengthen and decreases the hair fall.

Rejoice anti - frizz

Other products are rejoice conditioner. Rejoice shampoo is under the Procter

gamble Corp.

IX. SWOT Analysis


Unilever Philippines is one of the largest organizations in the Philippines

The company has advanced technology and well skilled professionals.
The New Sunsilk Shampoo is a high quality product in terms of hair
The target market is educated, professionals and belongs to middle class.
Company totally owned, systematic distribution network, transparent
communication system.
Participative management style.
Very good distribution network all over the Philippines, in all major and small
The first company that developed hair dying shampoos and developed a
limited shampoo products (Sunsilk fresh fruit)
Strong relationship with retailers.
Gives your hair shiny, smooth, manageable
Strong and long, anti-split ends, hair fall and hair breakage are another
benefits of Sunsilk.
Economies of scale.


Competitor has strong promotional activities.

Imported brands also available in the market.
Customers are offered better alternatives by the competition.
Inability in maximize acquisition.
Some might not be satisfied to our products due to its not effective and less


Population expanding at a rapid rate.

Consumers are becoming more quality conscious.
Customer base is increasing with effective marketing.
Baby shampoo and natural shampoo are another area where Unilever
Philippines can earn huge profits.
Shampoo for the young girls is another area where Unilever Philippines can
earn huge profits also.
Changing consumer preferences.

Increasing need for healthy products.

Rural areas are a large prospective market where they can introduce


Political and Economic factors.

High rate of competition.
Local and Foreign competition.
Smuggling is another threats.
Supplies from Indonesia and Thailand are another important issue.
Recession of the world.

X. Marketing Objectives

1. To create product awareness and to attract the customers towards the
2. Establish a strong brand image and consumer loyalty
3. Easiest and availability of the product to the target consumer
4. Maintain positive strong growth in starting years

A.) Break Even Analysis
The Sunsilk break-even point is the point at which sunsilk product costing
company money to produce and sale.

B.) Sale Forecast Analysis

Sunsilk predict the sale of next some year to identify the company position in future.

C.) Projected Income Statement

Sunsilk predict the projected income statement to find the company in the future
loss and profit.

D.) Projected Balance Sheet

Sunsilk would make project balance sheet to find the company assets and equities.

XI. Marketing Strategies

1. Core Strategy
a. Target Market
Socio Economic Class: B & C
Ages: 14-30
The target market of Sunsilk Shampoo is for young aged women. Those who are
active, dynamic and simple but still conscious of their hair as their need to be

2. Other Strategies

Strategy # 1: Strategic Alliance

Action plan No.1: Celebrity Sponsorships
Objective: To be able to have advertisements/television commercials which use
celebrities that uses our product to gain more potential customers.

Strategy # 2: Campaign of Demo

Action Plan No.1: Program and Campaign events in Schools and Universities
Objective: To generate an event about hair and promote the benefits of using
Sunsilk and give some teasers in particular schools and Universities to capture the
attention and awareness of all students about their brand.

Action Plan No.2: Advertisement campaign

Objective: One of the most important aspects of successful business is positive
publicity to develop an awareness campaign to promote the product through
several avenues. We propose a unique commercial that related to the brand of
shampoo. This commercial aims to easily adapt the mindset of the tele-viewers and
at the same time can captured the attention of its consumers while have a great
time watching this advertisement.

Action Plan No. 3: Intensify Informative Advertisement

Objective: Utilize aggressive campaign by giving teasers that attached to every
variants of Sunsilk, in able to capture brand awareness.

Strategy # 3: Market Penetration

Action Plan No. 1: Direct Selling to Retail Store

Objective: The focus of this strategy is to introduce the product with the help of
Distributor Company who offers and distribute the product of Sunsilk and also in the
help of salesman who give detailed explanation, customized application and
carefully negotiate to the some businesses especially in retail store to promote and
deliver the product in sari-sari store that will make sure that the customer sell and
persuade to use it.

XII. Marketing Program


TV Programs
Days to air
Total Expenses

(per week)
Mon-Wed- Fri
2 times

Ruffa and Ai
Tues & Thurs
3 times
Mon-Wed- Fri
3 times

Eat Bulaga
3 times
Kambal sa

Tues & Wed

3 times

TV Patrol
Mondays to
2 times

May Bukas Pa
3 times
Mon- Tues3 times



3 times

3 times



Days to air
Total Expenses

(per week)
90.7 Love
Mondays to
5 times

YES FM 101.1

Mondays to
5 times


IFM 93.9
Mondays to
5 times


WRR 101.9
Mondays to
5 times


Mondays to
5 times



Days to print


Total Expenses

(per week)
Pilipino Star


















Total expenses in TV Ad per month

P 36,000,000

Total expenses in Radio Ad per

P 8,750,000

Total expenses in Print Ad per month

P 840,000

Total expenses of all media

P 45,590,000
Ads in per month

Total expenses of all media

P 136,770,000
Ads in 3 months


Sunsilk Shampoo Sample

Produce sample

Total expenses

P 3,750,000
Location of distribution

Luzon, Visayas, Mindanao

transportation expenses

Total number of Salesmen agents

Salary of the agents

P175.000 per day( 1 salesman)

Total salaries of the 700 agents in 1 month



P 8,425,000


SALARY of the agents

Sunsilk Cares promo

Total expenses


Hair On = Life On, Beat the Breast Cancer Marathon

Predicted expenses



P 4,000,000
Agents salary


Stage set up


Predicted Overall
Expenses (media Ads to P 145,201,000 publicity


From the marketing strategies we created, we are hoping that these will be successful.
If our valued consumers will learn and eventually use our product especially in the
provinces, there is no reason for us not to have break-even. We think that within a
couple of months our expenses incurred during our promotional activities will be

With the marathon we are planning for next year, we want people to know that we are
not only concern about our income but we are also looking for their fitness and wellbeing.

As a whole, we are doing our very best to benefit our consumers. We are not wasting
our time. We continue experimenting and making products that are affordable to
Filipinos because like our latest campaign said Life cant wait!

Related Interests