Marketing Plan for Sunsilk

(PROJECT----------------SEMESTER FALL-2019)

SUBMISSION DATE (May 31 ,2019)

BY

Muhammad Ali (18201513-029)

COURSE TITLE

Introduction to Business Management

COURSE CODE

MGT-101

SUBMITTED TO

Muhammad Danish Habib

DGREE PROGRAM/SECTION

BS STATS -2nd

DEPARTMENT OF STATISTICS

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Introduction
Sunsilk is a hair care brand primarily aimed at women, which was developed by Unilever in 1954.
Sunsilk shampoos, conditioners and other hair care related products are sold in 69 countries
worldwide. Sunsilk is sold under a variety of different names in markets around the world
including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle
East. It is the number one hair care brand in Pakistan, India, Brazil, Argentina, Bolivia,
Bangladesh, Sri Lanka, Indonesia and Thailand.

History
Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries
worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only
needed one application, and so meant washing less natural oils from the hair. Sunsilk cream
shampoo for dry hair was launched in 1956.
In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative
large size pack to the bottle. Sunsilk was also available in such tubes.
In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin –
designed to help keep the scalp free from infection.
In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because ‘Liquid’ in the
name, originally used to distinguish the product from powdered shampoos had become
meaningless as the majority of shampoos were now in liquid form.
In 1962, Sunsilk was marketed as a range of shampoos for different hair types.
Sunsilk significantly improved product formula and launched new variants in 1966: the first major
shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable;

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shampoo for dull hair, which restored hair’s natural shine; lemon shampoo for greasy hair with
deep cleansing ingredients.
Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966
a new product formula was developed which gave hold, even in damp weather whilst still caring
for hair. The hair spray contained a French perfume and could easily be removed by brushing or
shampooing it out.
In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.
Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In
1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle was
introduced for Sunsilk in 1974.
In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every
week.
In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging
design to bring the brand into the 1980s.
In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed.
In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range
of seven permanent colours from natural black to copper with purple, red and gold tints.
In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to
meet women’s hair needs and reflect the way women think about their hair. The fake institute (a
trademark by Sedal[1]) "Elida Hair Institute" developed the products in response to market
research. Each product contained a unique formulation of ingredients, combining the best from
natural and scientific worlds to help combat common hair problems.
Introduced: 1954
Owner: Unilever
Ambassador(s): Isyana Sarasvati; Raisa Andriana
Tagline: Hair on your side
Product type: Haircare
Markets: Worldwide (excluding Canada and the United States)

Marketing Mix
The marketing mix is a mixture of 4 different things.
1. Product
2. Price
3. Place

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 4. Promotion
It is also known as 4 Ps of products. One brand must contain these four characteristics.

1. Product

The term “product” refers to tangible, physical products as well as services.

Product Decisions
There is some important product decisions company has to be made:
Brand name
Name of my color shampoo product is SUNSILK and company name is UNILEVER.
Functionality
The primary function of color shampoo is coloring hair. The secondary function is cleaning hairs
and removing dandruff.
Quality
Quality must be good because hairs are quite sensitive and can be damaged because of the low-
quality product.
Safety
Safety of hairs and head’s skin is considered very important.
Packaging

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SUNSILK Color shampoo is available ordinary packages i.e. 100 ml and 250 ml.

2. Price
 There are no competitors in the market.
 High price will be charged then the normal shampoo
 Price skimming strategy can also be used.
 There is no price discrimination.

Distribution
 Distribution channels
 Existing distribution network is used for this product also.
 Market coverage Strategy
 For SUNSILK Color shampoo “inclusive” market coverage strategy will be adopted. Every
retail store, super store and beauty salon is the member of a distribution network.
3. Promotion
Promotional strategy
Pull strategy will be used for this product. Complete and thorough information regarding product
will transfer through advertising and other promotional techniques.
Marketing communications budget
High communication and advertising budget will allocate for this product.
Public relations & publicity
Other techniques like public relations & publicity will use.

Personal selling & sales force

Salesforce will hire for the promotion of this color shampoo that will visit homes and institutes for
product demonstrations.

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 Advertisement
Heavy advertising will be made for this product.

Communication tools
 Electronic media
 Print media
 Internet
 Billboards
 Free sampling
 Advertising alliance
 Sponsorships
Advertisement objectives
The advertisement of a product should follow the smile approach that is:
 S- Simple: Advertising will very simple and easily understandable for all customers.
 M- Memorable: easily memorable
o Interesting with relevant information
 L- Linked to the brand: directly related to product characteristics.
 E-Emotionally involved and liked.

Target Market of Sunsilk

The main target market of sunsilk is female which age between 16 to 40 and which belong to love
and middle classes .but in the promotional activities they are covering the whole market. sunsilk
target its market on the basis’s of consumer buying behavior ,income level ,and purchasing power
of people .for which quantity of product can be changed according to the there income and
purchasing power of consumer as in case of sunsilk 120ml and5ml packs are also available which
target to low income groups.

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 Market segmentation different needs, characteristics or behavior who might require separate
products or marketing mixes.
Step in market segmentation
 market segmentation
1 identify on the basis for segmenting the market
2 develop segment profiles
 Target market
Develop measure the segment attractiveness
Select target segment
 Market positioning
1. Develop positioning for the target segments
2. Develop a marketing mix for the each segment

Variables for segmenting consumer market

1 geo graphics segmentation;
Nation,states,regions,cities,largestdisplay store in Dhaka,medium in Chittagong,small in rajshahi

2 demographic segmentation;
Age,gender, family-size and family life cycle,income,occupation, education and
religion,race,generation and nationality.

Mostly popular and widely used bases.

3 psychographics segmentation:
Social class,lifestyle or personality characteristics

Requirements for Effective Segmentation

To be useful market segments must be:
 Measurable: size, purchasing power, and profiles can be measured. Scattered customers
difficult to be measure.
 Accessible: the effectively reached and served.
 Substantial: large or profitable enough to serve.

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  Differentiable: conceptually distinguishable and respond differently to different marketing
mix elements and program.
 Actionable: Sufficient resources, marketing capabilities I.e. effective marketing programs
can be designed for attracting and serving the segments. Staff limitation
Target Marketing: evaluate and select
The process of evaluating each market segment’s attractiveness and selecting one or more
segments to enter.
Evaluating market segments
Three factors:
 Segment size and growth: right size and growth. relative
 Segment structural attractiveness: strong competitors, substitute products, power of buyers,
powerful suppliers
 Company objectives and resources: make sense for long run objectives and have required
resources.

Conclusion
Companies need to systematise information flow regarding sales promotion activities particularly
at wholesaler retailer level. Ensuring proper information flow and devising checks and measures
to reduce misappropriations and implementation flows should be considered critical aspects for
the success of sales promotion activities by the companies. As retailing and wholesaling is
fragmented, direct reach by companies is next to impossible. Through wholesalers and proper
feedback mechanism, companies keep in touch with the market. From the study it was found that
smaller retailers & wholesalers felt neglected and not enthused to implement the schemes,
particularly when additional handling, stocking, accounting was required on the part of a retailer
& wholesaler without compensatory margins. It can be seen that the retailer & wholesaler and
consumer perceptions matched with respect to preferences of schemes, underlying motivations and
role of mass media. This implies that the retailer & wholesaler would be a rich source of
information about the consumer and the likely response to sales promotion activities. Developing
a system to tap such responses from time to time both at retailer & wholesaler and consumer level
would be helpful for planning future sales promotion activities. In order to build trust and
commitment companies should tap preferences, perceptions of retailers & wholesalers as well as
consumers.
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