Professional Documents
Culture Documents
SUMMER 2020
MINI PROJECT
PRODUCT NAME: Unilever Sunsilk
DATE: 26 .6.2020
Launch a New product, re-launch a product or an existing product in the market and define each steps
according to your product.
Note: Also define the Target market and 4 p’s for your product.
1: IDEA GENERATION OF SUNSILK :
Sunsilk is a brand that provides the hair care facilities. It is a brand of Unilever.
It targets the segment on women of 16 to 40 years of age having middle or
upper income class. Sunsilk have launched many camping’s like because life
can’t wait, live in colors, gang of girls etc. Its main competitors in the market
are Pantene and in rural areas Bio-Amla. Sunsilk is the first hair care product
that launches the color shampoo, it is suitable for all types of hairs and it’s an
anti-dandruff shampoo also. sunsilk gives you variety of products and it is the
first hair cleaning brand who have launched “covered hair shampoo”.
2 Idea Screening
Objectives:
Neither our on nor our major competitor’s objectives are simple or clear. There are
many choice between short term and long-term profit, between growth and cash flow,
between growth and assets and growth in earning, between proportion of earning paid
to shareholder as dividends or reinvested.
5 : BUSINESS ANALYSIS
PEST Analysis:
Political Analysis:
Political factor has a great impact on a company’s future plans and strategies.
These effect on the ground of different functional areas like operation, cost and
the main focus of the company like assessing the need of a product.
Economical Analysis:
Social Analysis:
Pakistan is accepting a great change in its socio culture environment. As level of education
increasing the life style of people is also changing. World is becoming a global village and
information is accessible to the general public and they are now relying on quality so there life
style is changing.
Technological Analysis:
SWOT
Strengths:
Weakness:
Strong rivalry
Alternatives are available
Consumer is price conscious
Strong promotional activities from competition
Cultural appeals are not present in adds
Opportunities:
Threats:
6 : PRODUCT DEVELOPMENT
The main target market of sunsilk is female which age between 16 to 40 and
which belong to love and middle classes .but in the promotional activities they
are covering the whole market. sunsilk target its market on the basis’s of
consumer buying behavior ,income level ,and purchasing power of people .for
which quantity of product can be changed according to the there income and
purchasing power of consumer as in case of sunsilk 120ml and5ml packs are
also available which target to low income groups.
Market segmentation different needs, characteristics or behavior who might
require separate products or marketing mixes.
Market segmentation
1 identify on the basis for segmenting the market
Target market
Develop measure the segment attractiveness Select target segment
Market positioning
1. Develop positioning for the target segments
The main target market of sunsilk is females between the age of 16 to 40 years
belonging to lower and middle income groups but promotional activities cover the whole
classes.Sunsilk exist in pure competition. The major competitor of sunsilk in rural areas
is BIO AMALA and in urban areas is Head & shoulder. The Bio Amla shampoo is offer
in low price so attract the rural areas customers. In urban areas sunsilk acting market
challenge with head & shoulder. Sunsilk has got the advantage of keeping their prices
lower than P&G but P&G has capture.
Price:
Unilever claims to practice value based pricing in which customer perception of the
product price provides a starting point for the developing of product mix of the product.
The sunsilk sachets price is 3 rupees shows how the price also reflect the convenient
for consumer.
Sunsilk target both urban and rural areas. Unilever introduce a smaller (100ml) for lower
income groups and rural areas.
People:
Sunsilk target especially young girls and women’s age between 16to 40year.Sunsilk
increase the promotional activities and direct compete with competitor.
Packaging:
The packaging design for new sunsilk range is exciting and makes the brand look
modern and contemporary. This new range has clearly identified there is a separate
product for each hair type
8 : COMMERCIALIZATION
1. Actresses as spokesperson
2. Co marketing
3. Sponsor for fashion shows
Media audience:
Females
High educated women’s
Middle high income females
Advertising strategy:
Advertising evaluation:
4 P’s of Unilever
Product:
Sunsilk consist of brand comprising of 7 specialists.
SunSilk hair fall conditioner and cleanser
SunSilk hostile to dandruff cleanser
SunSilk harmed hair reproduction conditioner and cleanser
SunSilk dream delicate and smooth conditioner and cleanser
SunSilk thick and long conditioner and cleanser
SunSilk for secured hairs.
SunSilk staggering dark conditioner and cleanser
Price:
Promotion:
Advertising by Celebrities
Websites
Sales progression like conditioner free with chemical
Maintaining open relationship.
Visiting schools and informational associations
Door to portal battle
Place: