SCDL MBA PROJECT - A PROJECT ON SUN-SILK SHAMPOO
CONTENTS
1. Company overview
a. Introduction
b. Mission
c. Vision
2. Launching SUNSILK in India.
3. 4Ps
4. PRICING
5. COMPETITORS
6. S.W.O.T. Analysis
7. Recommendation
"We are thrilled to launch this community as we see it as Sunsilk's defining interface for its consumers."
–
Hindustan Unilever executive
COMPANY OVERVIEW
HUL Introduction
§ Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a merger between British soap maker Lever Brothers and Dutch margarine producer Margarine Union. The merger was beneficial to both companies as palm oil was a major raw material for both margarine and soap and could be imported more efficiently in larger quantities.
§ Largest fast moving consumer goods company with leadership in home and personal care products, foods and beverages and specialty chemicals.
§ First foreign subsidiary to offer 10% of its equity to Indian public.
HUL Mission
§ Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, hygiene, and personal care with brands that help people feel good look good and get more out of life.
HUL Vision
§ To earn the love and respect of India, by making a real difference to ever Indian.
Launching Sunsilk in INDIA
§ Understand the issues and challenges in launching a brand in the market
§ Study the hair care market in India and examine how Unilever launched Sunsilk in the country.
§ Analyze the promotional strategies adopted by Unilever to promote the Sunsilk brand in India, particularly the ‘Hairapy’ and the global ‘Life Can’t Wait’ campaign.
§ Analyze the future prospects of Sunsilk brand in India and explore strategies that the company can adopt.
§ ✔ Largest beauty shampoo brand in the country.
§ ✔ Positioned as the 'Hair Expert'.
§ Sunsilk was a leading brand of Unilever, marketed in more than 50 countries in Asia, Latin America, the Middle East and North Africa It was launched in India in 1964. In the initial years in India, Sunsilk was a cosmetic beauty shampoo. Within ten years of its launch in India Sunsilk
launched a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India.
In the India, Unilever’s goal was to position Sunsilk as a brand that understood the problems faced by women and their needs and preferences.
Sunsilk had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners, Livon and hair masks were introduced — transforming Sunsilk into a complete hair care brand.
· Hindustan Unilever launched the Gang of Girls website in June ’06.
“India’s first online girl community concept.”
On the international level the likes of Madonna and Shakira is used in television community. In India it has roped in actress-
Priyanka Chopra
4Ps PRODUCT
Currently, the range consists of:
¨ Yellow Sunsilk with Bio Proteins from Vegetable Extracts:
Normal hair needs wholesome nourishment. New Sunsilk with Bio
Protein extracted from Vegetable milk has nutrients that deeply
penetrate each hair strand, to nourish it leaving hair strong and
beautiful.
¨ Black Sunsilk with Melanin from Plant Extracts:
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Dull hair needs a rich black shine. New Sunsilk with Melanin
extracted from plants serves this purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a rich black shine.
.
¨ Green Sunsilk with Fruitamins Vitamins from fruit Extracts:
Thin and limp hair needs extra body and volume. New sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins.
These vitamins help in giving extra body, shine and amazing
manageability to the thinning and lifeless hair.
¨ Pink Sunsilk with yoghurt proteins :
Dry hair needs wholesome conditioning, extra shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful.
¨ Orange Sunsilk with active nutrients from Citrus Extracts:
The advanced formula of orange Sunsilk is the result of the latest
looks flat and greasy due to the excess of moisture. New sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it. Customer Review of Product Usage research. This shampoo is especially designed for oily hair type that
PRICING
HINDUSTAN UNILEVER claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The price of Re 1 and 2 for Sunsilk
shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value.
Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment.
The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value.
One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, HINDUSTAN UNILEVER then uses target costing in order to achieve
the required profits.
PROMOTION
· Build top of the line consumers’ awareness.
· Creating a personality of the brand.
Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:
· To increase the usage.
· Conditioning benefits.
· Makes the hair appear clean and shiny.
· Imparts a feeling of freshness-due to fragrance.
· Easy to manage, silky, soft hair.
· Unique shampoo for every hair type.
· Effectively communicate brand promise.
Promotional strategy
§ Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the bran Sponsored short films that were broadcast during popular television shows.
§ Media platforms used
§ Print media
§ internet rural campaign
§ environment concern ads
§ Music videos
§ Free sample distribution
§ Demo campaigning
§ Promotion of the products in the sunsilk range through movies such as “Fashion” Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country.
§ Hoardings
§ Sponsorships
§ Enhancement of product mix
§ New product formulations according to changing consumer preferences
§ Advertising
HINDUSTAN UNILEVER believes that messages about product delivered by credible sources can be very persuasive. Hence Jawed Habib who is an hair care expert endorses Sunsilk and more value is added to the brand. Consumers relate to products itself, they can relate to a human being who consumers believe is an expert so Jawed Habib is an expert so is Sunsilk. Jawed Habib a recognized andhighly qualified hair stylist is used by Sunsilk in its ads because they want to bring out an expert’s image.
METHODS ADOPTED TO PROMOTE THE BRAND NAME OF SUNSILK
§ Actresses as spokespersons
§ Co-marketing
§ Some of these films were made exclusively for retailers like Wal-Mart and were telecast in-store
§ Sponsor for fashion shows
INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY SUNSILK IN INDIA
· Hindustan Unilever launched the Gang of Girls website in June ’06.
“India’s first online girl community concept.”
· Gang of Girls site pushed online and via TV and print.
· Lots of media mentions as it as a “successful branded space.”
· Direct contact with target audience.
○ Gang of Girls events at 60 college festivals, malls and multiplexes across India.
· Sunsilkgangofgirls.com benefited from redirect from Sunsilknaturals.com.
○ This site has 100,000 registered users and very similar features.
· Hindustan Lever claims 2,500,000 registrations to Gang of Girls site --
· 25,000 girl gangs
· 200 million hits
· 12-13 million page views every month
Company taking benefits of new web 2.0 technologies ranging from blogs to
power of social networking.
· “As far as brand is concerned plus side for sunsilk here is ability to use power of technology to position brand successful and create following among niche users whom must have generated enough feedback for the brand to understand demographic served. Other brands need to take a cue
from here and understand how web can be used as an effective brand
delivery/promotion tool.”
-HUL EXECUTIVE
PLACE
Distribution Objective:
“To reach as many towns and villages as we can”
HINDUSTAN UNILEVER has 150 distributors whose function is to sell to
wholesaler s directly. There are different distributors for different areas. They are
carefully selected and their performance is constantly evaluated.
OUTLETS,RETAILERS
SWOT ANALYSIS OF SUNSILK
STRENGTH ES
· HINDUSTAN UNILEVERs India Limited is one of the largest
organizations in India.
· Company has advanced technology and well skilled professionals.
· The New Sunsilk Shampoo is a high quality product in terms of hair protection.
· The target market is educated, professionals and belongs to premium and middle class.
· Company totally owned, systematic distribution network, transparent communication system.
· Participative management style
· Very good distribution network all over India, in all major and small cities.
WEAKNESSES
· Competitor has strong promotional activities.
· Customers are offered better alternatives by the competition.
· Advertisement flaws-
○ Devaluation of product
○ Product’s quality looses its values
○ Poor promotion of free samples
○ No unique identification of product
OPPORTUNITIES
· Population expanding at a rapid rate.
· Consumers are becoming more quality conscious
· Current capacity utilization is 80%, which can be further broadened with the increase in demand.
· Customer base is increasing with effective marketing.
· Baby shampoo is another area where HINDUSTAN UNILEVERs can make huge gains.
· Shampoo plus conditioner and anti-dandruff shampoos are another area where HINDUSTAN UNILEVER can earn huge profits.
· Rural areas are a large prospective market where they can introduce Sunsilk.
THREATS
· Political and Economic factors.
· Partial Government policies.
· High rate of competition.
· Local and Foreign competition.
RECOMMENDATIONS
Emphasis on quality and results
By adding free products or offerings
Attractive packaging
New emerging countries
Global expansion
Shampoos for seniors and male segment after doing hormonal andenvironmental research. If dermatologist consult must be there which help company to formulate new Shampoo
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