MARKETING MANAGEMENT

PROF:- RAFANA KAZI & AMJAD KADRI

PRESENTERS
Tharime Ansari Hurzuk Talib Wasim Khan Sajan Mujahid Obaid Shaikh Rakesh Yadav 04 14 24 34 44 54

Hindustan Unilever Limited (HUL)

HUL is India's largest Fast Moving Consumer Goods Company. 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.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

INTRODUCTION
Sun Silk Launched in 1964 in India and in UK it was launched in 1954.
Sunsilk is the largest beauty shampoo brand in the country. Positioned as the Hair Expert. The Benefits are more compelling and relevant.

The accent is on It knows you, and hence knows exactly what your hair needs

Reasons that influences you to prefer for Sunsilk

48% 74% 86% 24% 88% Price Fragrance

Package
Need satisfaction Colour Ingredients Past experience Promotion

88% 70% 92%

Target market of sun silk

Their main target market is females between the age group 16-40. But in their promotional activities, they cover the whole market. These segments are the best to make accurate promotional strategies to earn the market interest.

Market segmentation of sun silk

Sun silk shampoo will be using gender and age as the basis for segmentation. This segmentation is Demographic segmentation.
Market segment of female of age 16 to 21 & 21 to 40. 40 Above.

Market poisoning strategy(mind share)

In the time when every young adult want to give himself a new look, Sun silk offers family size bottle in 165rps. Change packing and size to attract new customers.

The New Collection

BCG MATRIX OF SUN SILK

The Boston Consulting Group (BCG) Matrix is a simple tools to access a companys position in terms of its product range. It helps a company to think about its product and services and make decisions about which it should keep, which it should let go and which it should invest in further.

UNILEVER
Stars Sun silk (Soft & Smooth) Dogs SunSilk ( Black Shine)

Lux
Cash cows

Lifebuoy Shampoo
Question mark

SunSilk (Anti Dandruf) Ponds

SunSilk (Hair Fall Solution) Rin

Four Catogories of BCG MATRIX

1. QUESTION MARK
Question marks are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash. The result is a large net cash consumption. A question mark (also known as a "problem child") has the potential to gain market share and become a star, and eventually a cash cow when the market growth slows. If the question mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it will degenerate into a dog when the market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share.

2. STARS
Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash because of their high growth rate; therefore the cash in each direction approximately nets out. If a star can maintain its large market share, it will become a cash cow when the market growth rate declines. The portfolio of a diversified company always should have stars that will become the next cash cows and ensure future cash generation.

3. CASH COW
As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume. Such business units should be "milked", extracting the profits and investing as little cash as possible. Cash cows provide the cash required to turn question marks into market leaders, to cover the administrative costs of the company, to fund research and development, to service the corporate debt, and to pay dividends to shareholders. Because the cash cow generates a relatively stable cash flow, its value can be determined with reasonable accuracy by calculating the present value of its cash stream using a discounted cash flow analysis.

4 DOGS
Dogs have low market share and a low growth rate and thus neither generate nor consume a large amount of cash. However, dogs are cash traps because of the money tied up in a business that has little potential. Such businesses are candidates for divestiture.

Conclusion
There is a higher level of customer preference in terms of Sunsilk Shampoo.
Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing. The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price. Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

Thank You