Principles of Marketing (MKT201), Mini Task1

Student Name: Sumaiya Selim Sushme Section: 03 ID: 20104071

Question:
Relate marketing management concept with the following products and provide reasons for your
choice.
 SUNSILK HIJAB REFRESH
 MERIL SPLASH

Answer:
SUNSILK HIJAB REFRESH (for fresh and lively hair):
The marketing management concept used by this product is “The Product Concept” because as
we can see that keeping consumers in mind, especially by targeting the hijab wearers, Sunsilk
has come up with this product especially for the girls and women who wear hijab. It’s providing
us with a quality that is above the benchmark. Also, it’s providing most of the features a
shampoo should provide with first-class performance. A company that is following this product
concept would be most likely to spend its time on product enhancement. Upgrading the standard
of its product should be its main mission. Sunsilk Hijab Refresh is trying to fulfill all these
requirements. It’s trying to add advanced features which would make them different from others
by using high-graded natural fruits and herbs like Fig Extract and Ginseng Roots. In a survey, it
has been found that 30% of the women in Bangladesh wear hijab and almost all of them suffer
from hair issues because of the humidity level in Bangladesh. Sunsilk Hijab refresh has added a
fragrance release pearl technology which discharges restored explosions of fragrance the entire
day by keeping the hair fresh under the hijab. These are some of the ways by which Sunsilk
Hijab refresh has added new features to their product which are attracting the hijab wearers to
buy the product.

MERIL SPLASH:
This product is following “The Product Concept” and “The Production Concept” respectively
because, in the context of Bangladesh, most of us considered soaps as beauty items more than

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what’s its real purpose is i.e. cleaning and giving a vibe of freshness. The Square Toiletries
product namely the “Meril Splash” has come up with a strong tagline which is “ সৌন্দর্য গায়ের রঙে
নয় ফ্রেশ মানেই সুন্দর ”. Meril Splash soap has guaranteed to give a freshness to the Bangladeshi
girls because it comprehends the outer magnificence of a Bangladeshi young lady is very less
compared to their unceasing internal freshness. It also claims they will give a kind of freshness
like no other can. This company is trying to sell their idea of being fresh by focusing simply on
their product marketing and trying to change the previous meditative ideas about soaps. On the
other hand, it follows the production concept because it is selling its product at a very cheaper
price, but without compromising on the quality. They also have a super-efficient distribution
system for which their product is available across the country and is super affordable for the
majority of the population.

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