PRINCIPLES OF MARKETING

SUNSILK BLACK
SHINE
SUBMITTED BY:

ANNY ASLAM (BB-

SANOBER DILSHAD (BB-
AMBER ALAM HUNZAI (BM-25394)

TABLE OF CONTENTS

INTRODUCTION TO UNILEVER
LEVER BROTHER PAKISTAN LIMITED
SUNSILK’S HISTORY:

PEST ANALYSIS
3 C's ANALYSIS

BRAND PORTFOLIO
SEGMENTATION

TARGETING
POSITIONING

MARKETING MIX
RECOMMENDATIONS
 CONCLUSION

INTRODUCTION TO UNILEVER
William Lever (the originator of Unilever) commences business in England as a grocer. He established Lever
Brothers in 1827 in England Sunlight was the first product of Lever Brothers, which makes the beginning of the
marketing of branded products .At the same time Margarine Uni was established in Nether Land by Simon Van
Berg and Anton Jurgens. Later on both the companies merged together in 1930 and renamed the business as
Unilever PLC / the word UNI is taken from margarine Uni and Lever is taken from Lever Brothers. Its head
quarter was established in England and Rotter Dam. With 400 brands spanning 14 categories of home,
personal care and food products no other company touches so many lives in so many different ways .They
deal in all kinds of products from feeding families to keeping home clean and fresh, Unilever products are part
of every day life.

LEVER BROTHER PAKISTAN LIMITED

Lever Brothers Pakistan Limited, the largest consumer goods producing company in Pakistan which was
incorporated here in 1948 and work started on the present factory at Rahim Yar Khan. In 1951
the Governor General of Pakistan formally inaugurated the factory. Dalda Banaspati was the first product to
come out of factory followed by Lux toilet soap Currently 6 factories of Unilever are running in different cities of
Pakistan.

SUNSILK’S HISTORY:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever and was launched in 1954 in
the United kingdom . Sunsilk is Unilever's leading hair care brand . In Pakistan it was introduced in 1989 .All
variants are created with deep research

Keeping in view consumer’s hair composition , their specific environment and needs so as to provide complete
range for all hair types. Sunsilk is sold in different forms such as hair sprays ,cream and tonic shampoo,liquid
shampoo,balms .Sunsilk shampoos, conditioners and other hair care products are sold in 80 countries
worldwide .It is number 1 in Asia, Latin America and the Middle East .It is also sold as Elidor, Hazeline, Seda
and Sedal .The recent achievement of Sunsilk is that it holds the Guinness World Record for washing no.of
heads and styled in one day .

SUNSILK BLACK SHINE

The first black shampoo in the market was introduced in 1975 which later on became the back bone variant of
the brand .This shampoo is developed for dull hair, which restored hair’s natural shine . Sunsilk black shine
recently come up with some advancement in 2009 which is co created with one of the global hair expert Jamal
Hamadi consist of rich formulation which removes dirt and residue to reveal your hair’s natural shine and
protect from sun damage.

PEST ANALYSIS:

POLITICAL ANALYSIS
As far as the Lever Brothers Pakistan Limited concerns political instability in Pakistan cannot affected them
,because first it is a part of Unilever ,second it is the largest and one of the finest FMCG company dealing in
consumer products business which can never make them out of business. In Pakistan right now following
liberalization policy under SAP by IMF made which they have to waive off all restrictions and moreover due to
huge investment by Lever Brothers Pakistan Limited no Government can afford to create hurdles in the way of
an organization like Lever Brothers Pakistan Limited. But LBPL is restricted by Government in testing some
animals.

ECONOMICAL ANALYSIS:
Economical factors affect Lever Brothers Pakistan Limited like they have to increase their prices of products.
Current economic situation in Pakistan and inflation has reduced consumer’s disposable income too, which in
turn has reduced the purchasing power of consumer but according to Lever Brothers Pakistan Limited, they
have targeted all possible segments through their vast product category .Moreover despite of the fact that
markup rate increases in Pakistan , LBPL get friendly loan with justified interest rates when they need financial
help .Consumption pattern in Pakistan helps Lever Brothers Pakistan Limited in the demand planning in order
to create balance in demand and supply and to prevent shortfall .Consumption pattern also provides a
foundation to LBPL brands such as Sunsilk for understanding and analyzing its consumer buying patterns,
their income levels ,their affordability etc .

SOCIAL ANALYSIS:
Change in life styles and level of education effects organization. The world has converted in to global town
now and people have readily access to every sort of information and they are becoming more quality
conscious .In Pakistan majority believes and tend to pick those products which have quality, created by some
renowned company. To cope up with all these factors LBPL always maintained its quality standards which can
be seen through the brand Sunsilk which has always try to meet people expectations and suits best with their
environment.

TECHNOLOGICAL ANALYSIS:
In technological factors the first and foremost thing is that how much an organization brings innovation in
terms of product improvement or development of new products or improvement in production process ,in
products advertisements. LBPL always try to focus on new technology approach .For example advertisements
of brand like Sunsilk have great graphics, sounding etc. In addition to it new and improved nutrient complexes
used in Sunsilk shows new technological approach. Moreover company’s overall information is managed
through computerized information systems and transfers data to all over the world through safe networks.

3 C's ANALYSIS

COMPANY ANALYSIS
The main activities of Unilever are accounting, financing, production and marketing of food and home and
personal care products such as margarine and related spreads or culinary products and detergents,
deodorants, oral hygiene, skin care and hair care. Its strategy is quite amazing, their effort is to go beyond just
providing the product, more importantly, providing consumers with required health and nutrition information.
There are 247000 number of employees who are working in Unilever, all of them wants to attain a single
target, which is , customer satisfaction. Suppliers are considered as the partners of UniLever and they
maintain mutually beneficial relationship with them. Suppliers don’t exert any power over so they don’t face
any significant supplier power and suppliers have made an important link in the company’s over all customer
value and delivery system in terms of quality, availability of raw materials. Unilever covers 70% of world’s
market.

BRAND PORTFOLIO
 COMPETITOR’S ANALYSIS:
The direct competitors of Sunsilk black shine are Pantene long black, Head & Shoulders silky black and
indirect competitors are Bio amla in rural and other P&G shampoos in urban.

CUSTOMER ANALYSIS:
Consumers: The consumers of Sunsilk black shine are quite contented with it. Sunsilk black shine is
more popular in Asian market such as India, Pakistan, Srilanka as they have black hairs and their hairs get
spoiled and lusterless due to rough weather. Customer review of product usage has shown that the most
customer preferable variant is Sunsilk black shine among other variants of Sunsilk.

36.36%
30.30%

12.12% 12.12%
9.09%

Green Black Orange Yellow Pink

Market intermediaries:
Market intermediaries have played an effective role in distributing Unilever products. The physical distribution
of the firm is quite balanced and covers a wide area. .Financial intermediaries of the firm are quite strong and
depict a very deep relation with the company . They have strongly helped the company in promoting their
products.
 SEGMENTATION
Segmentation is ‘dividing up a market into a distinctive group that has common needs and will respond
similarly to a marketing action.

SEGMENTATION OF SUNSILK BLACK

SHINE:
Sunsilk black shine segmented the market using following bases in order to cater specific group of people.

Demographic
Sunsilk black shine uses gender, age and income as the variables for segmentation in demographic.

Age : 20-25

Gender : female

Income: Sachets and 100 ml bottle are affordable by any income level but 200ml and 400ml are affordable by
income ranges from 12000 to 80000.

Psychographic
Social classes: lower class, middle class and upper middle class

Personality: Elegant, gorgeous, feminist personality

LIFESTYLE: The market which are expecting to appear beautiful will be the target for the Sunsilk
marketers, they are actually strivers which can be explained as ‘trendy and fun loving, money defines success,
concerned about the opinion of other.

Behaviouristic

Benefit segmentation : Shampoo as the low involvement product will focus more on the
regular use and benefits like cleaning , eliminates dullness and retain black color of hairs.
 TARGETING
Choosing the best segment or segments to enter and decided to aim all marketing efforts for that segment or
segments is called targeting.

TARGETING STRATEGIES:
Company can select any of the following targeting strategy by considering its resources, serving power.

1- UNDIFFERENTIATED MARKETING (MASS MARKETING)

2-DIFFERENTIATED MARKETING

3-NICHE MARKETING

4-MICRO MARKETING

A-LOCAL MARKETING

B-INDIVIDUAL MARKETING

TARGETING OF SUNSILK
The target audience for Sunsilk black shine is defined as fashion-conscious, working women who economized
when looking good: women "on-the-go". The that have dull hairs and wants natural black shine in hairs with
elegancy ,delicateness and beauty .The target strategy used by Sunsilk black shine is differentiated
marketing.
 POSITIONING
Products positioning refers to ‘the customer perception of the place a product or brand occupies in a given
market.’

SUNSILK BLACK SHINE

POSITIONING STRATEGY
Sunsilk positioned itself as “HAIR EXPERT”. In this respect the point of differences for Sunsilk black shine
which demonstrate its clear superiority are:

COLLABORATION WITH CO-CREATION

Sunsilk’s pods is co-creation. They came with this idea to grab the market and to be superior in the market.
From 2009 Sunsilk started working with a no. of professional Hair “experts” to develop new and improved
variants.

FOR SUNSILK BLACK SHINE – LA-based Jamal Hammadi,

who is renowned for his charismatic work. His Sunsilk product range contains Amla Pearl
Complex along with a conditioning system which reveals hair’s natural shine so it glows
brilliantly from the inside out. The expert touch differentiates this brand from other in terms of
image.

UNIQUE SELLING PROPOSITION

The company used ‘Sunsilk Black Magic’ as the slogan, because, black means symbol of beauty, elegant,
gorgeous and shiny hair. Sunsilk can be like a magic that can make people hair become black and shiny.

QUALITY AND AFFORDIBILITY:

With Bio Amla quality differs it and with P&G shampoos lower prices with consistent quality provides
advantage to it.
 MARKETING MIX
It is an integrated tools for marketers which serves as stimuli for creating responses of people.

PRODUCT
A product is anything that can be offered to a market that might satisfy a want or need.

CONSUMERS PRODUCTS:
Goods and services purchased by consumers for their personal use.

TYPES OF CONSUMERS PRODUCT:

• Convenience product

• Shopping product

• Specialty product

• Unsought product

Sunsilk is also a consumer product and lies in the category of convenience product as it is a low involvement
product , frequently purchased with minimum effort.

BRANDING:
Branding have a great role in the success of Sunsilk .Its brand name differentiates it from other brands,
catches consumer’s mind and they can memorize it easily .The consumers have clear meaning about brand
name. Branding creates Sunsilk’s image by realizing consumers that it is reliable and consistent.
 OTHER VARIANTS

IN PAKISTAN:
Sunsilk introduced five of it’s co-created product–, Dream Soft & Smooth, Hair fall solution, Anti-dandruff
solution, Lusciously Thick & Long and Stunning Black shine variants.

PACKAGING:
The new packaging of Sunsilk black shine changes its entire look and shows that
it is a international quality packaging. The colors used in packaging perfectly
complements the variant purpose since Sunsilk is known f or its bright ,eye
catching colors which attract a customer so that they can spot a Sunsilk bottle
from a vast array of different shampoos.. Sachets, bottles, tubes all are created
for convenience of customers .It helps in further promotion and also assists in
rebranding. Its packaging is enhanced to give the brand a premium look .The
new packaging of Sunsilk is reduced in order to be cost effective.
 PRICING
The following price strategies are used by Sunsilk.

COMPETITION BASED PRICING:

Unilever real goal is to maximize profits, increase market share and improve sales. Unilever Pakistan sets
lower price for Sunsilk than its competitors P&G shampoos i.e. Head and Shoulder and Pantene in order to
make Sunsilk affordable by maximum people

As in Pakistan inflation raises very much Sunsilk prices also increases but at the same time it also increases
its quantity and has still very reasonable prices than P&G shampoos.

Volume of the shampoo (ml) Price (Rs)

7 5
100 85
200 160
400 290

PLACEMENT
UNILEVER DISTRIBUTION OBJECTIVE:
“To reach as many towns and villages as we can”

Unilever has a very effective distribution channel. Their products reach shoppers through a network of
customers, from multinational retailers, wholesalers and distributors to small independent shops. Unilever is
highly satisfied with its distribution channel. Unilever distributor’s in Pakistan is S.B.E (Pvt) LTD... Unilever
makes sure that their product reaches every consumer no matter where he lives. Their easy availability is the
one most important factor for high demand of their products among consumers.

As Sunsilk is a convenience product it has mass appeal so its distribution must be intensive, in this
respect Sunsilk has chosen such a distribution network that guarantees the perfect results regarding the
placement of its products.

DISTRIBUTORS:
The distributors are given clear instructions regarding the selection of retailer, and to make sure that the
retailer;

1- Knows about the significant characteristics of the product

2- Places the product along with its major competitors like P&G with equal shelf space or more than it.

3- Displays the sachets distinctly.

RETAILERS AND WHOLESALERS

Sunsilk is easily available in convenience stores, super markets Agha , Naheed, Imtiaz and department stores
and wholesale markets such as Metro , Macro.

PROMOTION
Unilever promotes Sunsilk by endorsing celebrities like Humaima abbasi, world’s first website for only
shampoos that’s www.sunsilk.com which consists of world’s 7 hair experts’ information and recommendation
for hair issues. Sunsilk has been around since the 1950s. But the brand’s latest marketing strategy was
unveiled in 2008 in its “Life Can’t Wait” campaign.
 Sunsilk also endorses tag line for promoting brand like “Life Can’t Wait”
which indicates that go out girls in the world and live your life to the fullest.

Sunsilk communicates responsibly with its consumers through advertising and

marketing.

In the Pakistan market, the brand’s digital campaign, a website named

the Sunsilk Gang of Girls http://pakistan.gangofgirls.com/ .

PROMOTION STRATEGIES FOR SUNSILK BLACK

SHINE
Following promotion tools are followed by Sunsilk black shine to create
awareness of this variant to their customers.

ADVERTISING:
Latest Sunsilk co creations, black shine commercial Featuring Jamal Hammadi is advertised on channels.
This is the paid form of non-personal commercial and reaches large number of audiences at the same time.

SALES PROMOTION
. To create awareness of Sunsilk black shine Sunsilk arrange the campaign in schools and colleges and by
giving free sampling and arranging activity like hair washes in malls. When the new Sunsilk Black was
introduced, what the company did to create awareness amongst the youth they went to schools and colleges
and distributed free samples of the products and gave out little brochures which told the qualities that the
product had and the proper method of getting a black and shiny hair look.

PUBLIC RELATIONS
Recently Sunsilk sponsored a fashion show which is named
as PFDC Sunsilk fashion week.
 RECOMMENDATIONS
• Ads of all variant should be advertised

• Sunsilk is not targeting a major market i.e. of males which can be potential customers,Introduce
shampoo for men.

• More awareness campaign should be held.

• Unilever should introduce a smaller (100 ml) pack of Sunsilk shampoo in order to capture the
lower income segment.

• They should increase the frequency of their advertisements on electronic and print media.

• Company should maintain its quality with constant improvements as customers expect the high
quality.

CONCLUSION
Sunsilk as a overall is an excellent product in terms of its quality, packaging, features and its reasonable
prices .The most important thing is that most of its customers have positive views about this brand.

But Sunsilk should pay heed towards the following, which we personally recommend to it: for them and can
increase their market share .They should use diversification strategy and try to grab male market .Still needs
more improvement in promotional activities such as increasing frequency of advertisement.