Marketing Mix Theory The major marketing management decisions can be classified in one of the following four categories:

Product: - this means the product's (or service's) quality, the functions, the features and benefits of its design plus packaging, guarantees and level of after-sales service. Choices can be made about any of these aspects. Price: - this includes recommended prices to end-user customers, distributor's trade prices, cash discounts, bulk discounts, terms of credit. Place: - this means where and when the customer buys and consumes the product or service. Place is sometimes referred to as the marketing channels, physical distribution, logistics or location. Promotion:- this means the promotions mix or the communications mix. This mix includes advertising, sales promotions, publicity, direct mail, exhibitions, display, packaging, selling and even word-of-mouth.

These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram:

2.2 Product 2.2.1 Sunsilk Dream Soft and Smooth SunSilk Dream soft and smooth range co-created with Thomas taw nourishes the driest and roughest hair. Enriched with the ceramide egg complex offers a complete treatment that restores hair softness from the first wash.For better results use the Sunsilk dream soft & smooth conditioner along with the Sunsilk soft & smooth shampoo. 2.2.2 Sunsilk Hair Fall Solution Hair fall solution is the perfect answer for visibly less hair fall in just one week. Sunsilks high-performance Hair Fall Solution range co-created with Francesca Fusco delivers essential nutrients such as the soya vitamin complex boosts strength and density to hair. For best results use the Sunsilk hair fall solution conditioner along with the shampoo. For severe hair fall use the Sunsilk hair fall treatment.

2.2.3 Sunsilk Damaged Hair Reconstruction The new SunSilk Damaged Hair Reconstruction range co- created by one of the worlds well renowned hair care experts, Thomas Taw repairs and nourishes damaged hair. The king coconut energizers in it gives special attention to every strand of damaged hair and nourishes it from within. This range includes the damaged hair reconstruction shampoo, conditioner, leave on and treatment. 2.2.4 Sunsilk Stunning Black Shine Sunsilks new Stunning Black Shine, co-created with Jamal Hammadi, gently nourishes each hair fibre to activate its natural shine properties, so that hair glows brilliantly. It is enriched with Amla Pearl Complex, which helps protect your hair against sun damage.

2.3 Price Unilever Sri Lanka claims to practice value-based pricing in which the customers perception of the products 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 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 120 for 90ml and Rs 210 for 200ml 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 customers 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, Unilever Sri Lanka then uses target costing in order to achieve the required profits.

2.4 Place Distribution Objective: To reach as many towns and villages as we can Unilever Sri Lanka has over 50 distributors whose function is to sell to wholesalers directly. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated. Other than the distributors they have retailers and outlets as well.

2.5 Promotion * Build above 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 relaunched 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 Cant Wait were launched to attract women to the brand * Sponsored short films/events 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 events such as fashion shows and bridle shows. 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.

* Advertising Unilever Sri Lanka believes that messages about product delivered by credible sources can be very persuasive. Hence world famous hair care expert like Lal Weerasinghe 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 Lal Weerasinghe is an expert so is Sunsilk. Lal Weerasinghe a recognized and highly qualified hair stylist is used by Sunsilk in its ads and TV shows because they want to bring out an experts image.