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1.1BRIEF OVERVIEW OF THE STUDY

CUSTOMER

A customer is anyone who receives a product either a good or a service from an

organization. In most situations the customer will have to pay to obtain the product, but

this is not always the case. For example, students are increasingly referred to as the

customers of the schools and colleges that they attend, but the ma!ority of students do

not pay directly for the educational service they receive.

Internal customers are members of staff or outside suppliers that contribute towards the

service provided to external customers. "hey include#

$olleagues

%anagers&supervisors

'taff in other functional departments

(ood customer service to internal customers will help to establish good wor)ing

relationships between colleagues, managers and staff teams. "hese relationships are

important if the business is to function effectively. For example, wor)ing in a pleasant

environment where staffs are supportive of each other can )eep staff turnover and

absenteeism costs to a minimum.

External customers, on the other hand, are the people who we more usually associate

with the term customer, i.e. the people that actually buy or use an organizations

products and services.

*ey point to remember is that there are many occasions in which a business comes into

contact with external customers. It is not !ust about the moment a transaction ta)es

place. +oints of customer contact ta)e a place#

hen a customer is en-uiring about the product

"a)ing a customer order or payment

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elivering a product

hen handling a complaint or problem

hen ma)ing repairs or doing maintenance

+roviding after/sales care

CUSTOMER STISFCTIO!

$ustomer satisfaction measures how well a company0s products or services meet or

exceed customer expectations. "hese expectations often reflect many aspects of the

company0s business activities including the actual product, service, company, and how the

company operates in the global environment. $ustomer satisfaction measures are an

overall psychological evaluation that is based on the customer0s lifetime of product and

service experience. 1

IM"ORT!CE OF CUSTOMER STISFCTO!

"he importance of customer satisfaction is apparent when you realize that, without

customers, you don0t have a business. A single unsatisfied customer can send more

business away from your company than 23 satisfied customers. "he more you focus on

customer retention and customer support, the more long/term business you0ll get. It0s

worth it to focus on customer satisfaction strategies, no matter how large or small your

company is.

Un#erstan#$n% t&e nee#s o' t&e customer $s cr$t$cal.

A business relationship, !ust li)e any other relationship, relies on both people

getting their needs met. 4o matter what type of business you are in, all customers

want the same thing. "hey want to feel welcomed and appreciated by you and

your staff. "hey don0t want to get the impression that they are !ust being used by

you for money. 'mall interactions li)e 1"han) you1 and a nice smile can go a

long way toward customer satisfaction.

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Ma(e sure )our em*lo)ees o*erate +$t& t&e same *r$nc$*les.

A big part of customer satisfaction is reliability. If customers come to expect a

certain mode of behaviour from you and your employees, you should deliver it to

them each and every time. $ustomers want to be able to rely on you. "hey expect

consistent delivery times 5if applicable6 and support. 7y training your employees

to treat all customers with the same respect, your customers will all have the same

experience with your company, which will increase customer satisfaction.

Be &onest +&en )ou #on,t meet ex*ectat$ons.

$ustomer satisfaction is at its most important when something goes wrong in the

chain of delivery. hether a customer was double charged or didn0t receive what

she ordered, your employees need to handle the situation with the utmost care.

8our employee should apologize and ta)e steps to rectify the situation. "he phrase

1the customer is always right1 is at the core of a good customer satisfaction

strategy. It doesn0t matter whether or not the customer misread the instructions or

made the mista)e9 your employee should ta)e steps to ma)e the customer happy.

Customer sat$s'act$on $s t&e 'oun#at$on o' a %oo# -us$ness.

'atisfied customers will ma)e a great foundation for return business, and they

may also bring in their friends and associates. :emember that customers are the

heart of any business. *eep them satisfied, and encourage them to tell their

friends about their experiences with your business

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Measures o' customer sat$s'act$on

Sat$s'act$on Measurement O/erall Measures o' Sat$s'act$on

'atisfaction measures involve three psychological elements for evaluation of the product

or service experience# cognitive 5thin)ing&evaluation6, affective 5emotional/feeling&li)e/

disli)e6 and behavioral 5current&future actions6.

$ustomer satisfaction usually leads to customer loyalty and product repurchase. 7ut

measuring satisfaction is not the same as measuring loyalty. 'atisfaction measurement

-uestions typically include items li)e#

2. An overall satisfaction measure 5emotional6# ;verall, how satisfied are you with

18oni fresh yogurt1H in =333, now almost a third of the country0s rural

population uses shampoo with penetration levels zooming to >=H in =33. hile the

north and west zones have tripled in penetration, the south and east zones have doubled

during the period between the years =333 to =33

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After a sober growth in =33@ due to the downturn of the F%$( sector, shampoo sector

saw strong growth in the next two years due to the introduction of sachets and a surge in

rural demand. "he overall shampoo mar)et, which sees annual volume sales of

approximately L>,333 tones, saw rural off ta)e grow by @3H last year, while urban

demand grew half that at =2H.

Mar(et *la)ers?BBis the undisputed leader from the early 2MM3s with brands li)e

'unsil), $linic All $lear and $linic +lus. + N ( entered India in 4ov 2MM, with the

world0s largest selling brand / +antene. It also launched ?ead N'houlders, which is the

leading A shampoo. Amongst other players are abur, $avin*are and Ayur.

FI0URE 3.1 M2OR "5YERS I! THE MR7ET

O**ortun$t)+enetration of shampoo is very low in India. "he average per/capitaconsumption of shampoo in India is very low at approximately 2> ml and many people in

rural India still use toilet soaps. +eople still perceive shampoo as high end product in the

rural areas. "his provides a huge opportunity to the players. "he huge size of the

untapped mar)et leads to a great potential for the existing players.

TB5E 3.1 "ER C"IT CO!SUM"TIO!

"erca*$ta consum*t$on 8ml9

T&a$lan# >>3

In#ones$a 2L3

In#$a 2>

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India is and will remain for some time one of the youngest countries in the world.

$urrently there is a population of 2L> m teen in India. Approximately half of the 2 billion

plus population is under the age of =3, which is one of the largest consumers of hair care

products. "his provides huge mar)et for the shampoo players. Also, with the increasing

income levels of the middle class population, the usage of shampoos has increased.

espite its undisputed potential, the rapid expansion of the shampoo mar)et was

interrupted in 2MMM. ;verall growth rates in the mar)et slowed to 2.JH in 2MMM, from

2LH the previous year. Bac) of innovation was the ma!or reason for slowdown. "he

perception that shampoos contain harsh chemicals that could damage hair, high price and

the view that the shampoo is more of a glamour product rather than a hygiene product led

to lower sales. "he players came out with the idea of smaller pac)s, which were asuccess. Also, products li)e anti dandruff started getting attention and became the fastest

growing category. +layers li)e aburand Ayush came up with herbal shampoos.

?owever in recent times, the value/added shampoo segment is getting -uite crowded,

with a range of pharmaceutical and cosmetics companies launching specialized products.

(odre! 'oaps has leveraged its dominance of the hair color mar)et to launch (odre!

$olor gloss shampoo, for users with colored hair, while pharma companies5including

Oohnson N Oohnson6 have launched medicated anti/dandruff shampoos 5which will

probably carry higher credibility with buyers6.

(oing forward, by =32, the under =3 crowd will ma)e up H of all Indians providing a

huge opportunity to players in this sector. Further, there is potential for converting users

of toilet soaps and occasional users. ith increasing awareness and advertising

campaigns, the overall penetration of shampoos in India is li)ely to multiply manifold in

the next two to three years.

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3.1. "RESE!T TRE!DS

S&am*oosare a significant segment of the hair care industry and they mainly cater to the

middle class, the upper middle class, teenagers and now the upper class rural consumers.

"he penetration of shampoo mar)et in India is !ust about 2H out of which the

penetration in the urban mar)et is @3H and in the rural mar)et, it is 23H.

"here are broadly three basic segments in the shampoo mar)et in India. "hese are#

$osmetics

Anti/andruff

?erbal

"he top three brands in the 4ormal shampoo range are $linic +lus, 'unsil) and $hi)

while in ?erbal shampoo range, the top three brands are Ayush, abur Dati)a and 4yle.

"he anti/dandruff shampoos include $linic All $lear, ?ead and 'houlders and abur

Dati)a as the best performing brands. "he premium products in the shampoo mar)et

include 'hehnaz ?ussain, B;real and :evlon Flex as the ruling brands in the mar)et. ;n

the basis of the research conducted by us, the shampoo mar)et has a large untapped

mar)et as it is still considered as a premium cosmetic product by a huge part of the Indianpopulation. "his can be !ustified from the current mar)et scenario of shampoo mar)et

which states that the current per capita consumption of shampoos by Indian consumers is

!ust 2> ml which is very less as compared to its other Asian counterparts where t is about

2L3 ml in Indonesia and about >>3 ml in "hailand. Further, our research shows the

following facts#

P "he fre-uency of shampoo usage is very low. %ost consumers use shampoo only

once or twice in a wee). In many cases, these products are used on special

occasions such as weddings, parties etc.

P 'ome customers use shampoo only to address a specific problem such as dandruff

or when they need to condition their hair.

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P Ese of conditioners is not common. It is restricted to the super premium segment

or those who are very involved with their hair care.

P 'ome consumers use natural conditioning agents such as henna.

P About 3H of consumers use ordinary toilet soaps to wash their hair.

P About 2 H of consumers use toilet soaps as well as shampoo for cleaning their

hair.

P 7rand loyalties in shampoo are not very strong. $onsumers fre-uently loo) for a

change, particularly in fragrance.

P $onsumers attribute lathering to the act of cleaning.

P %a!or expectations from the product are improvement in texture andmanageability, giving softness and bounce to hair, curing and avoiding damage to

the hair.

P An Indian needs more shampoo for a proper wash 5 average L ml 6 compared to @

ml needed in estern countries as most Indian women have long hair

P %ost consumers do not use shampoo daily.

P :egular users would need smaller -uantity of shampoo per bath. ?air tends to

collect more dust due to dusty environment and oiling habits.

P 'outhern mar)et is predominantly a sachet mar)et, accounting for J3 H of sachet

volumes.

P In $ontrast, shampoo bottles are more popular in the 4orthern mar)ets.

P About 3 H of the shampoo bottles are sold in the 4orthern region alone.

P In the 4orth, local brands such as Ayur have strong e-uities and these products

being low priced dilute sachets E'+ of low price.

ith changing times, this particular mar)et segment is also improving at a fast pace. "he

main challenge therefore in front of mar)eters is to increase the product awareness in the

Indian mar)et and also focusing on targeting the rural mar)et which is ma!orly unaware

about the product. It is due to this reason hat Ad campaigns are on a rise as there is a lot

of competition in this area and there are low penetration levels with a large untapped

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mar)et. "here are certain brands that are actively increasing their presence in the mar)et

by mar)eting their shampoos through different channels, especially online mar)eting.

3.1.3 FUTURE TRE!DS

0lo-al Ha$r Care "ro#ucts In#ustr)

"he world hair care products industry witnessed >H expansion in =323, generating

revenue of almost Q@M billion and volume sales of more than 2 billion units, according

to%ar)et Bine. "he mar)et is expected to reach almost QK billion in =32, representing

2KH expansion over a five/year period. "he mar)et should hit a volume of almost 2K

billion units in =32 for a 2MH growth rate.

'hampoo represents the leading segment in the global hair care products industry,

representing close to @3H of the overall mar)et in terms of value. :egionally, the E

holds more than a >H hair care mar)et share, while company/wise leader +rocter N

(amble holds the number/one position globally with more than =@H of the overall

mar)et in terms of value.

Re%$onal Mar(et S&are

"he E hair care products mar)et generated almost Q2J billion in revenue in =323,

reports%ar)et Bine. "he mar)ets yearly growth rate is expected to fall slightly from its

=.H rate between =33L and =323 over the following five/year period ending =32 to

reach almost Q2M billion. 'hampoo sales represented the most profitable mar)et segment

in =323, worth almost QL. billion and accounting for >KH of the overall mar)et.

?air care represented an industry worth more than QJ billion in the E' in =323. %ar)et

Bine estimates the mar)ets growth will accelerate slightly from /3.>H to /3.=H between

=323 and =32 to maintain its current worth. 'hampoo sales represented the mar)ets

leading segment in =323, generating over Q= billion and accounting for almost >3H of the

overall mar)et.

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In India, the hair care products industry generated more than Q= billion in =323, having

recorded over 2H yearly growth for the preceding four/year period, reports %ar)et

Bine. ?air conditioner sales proved to be the most profitable segment, generating more

than Q2 billion and representing almost KH of overall mar)et value. %ar)et growth is

expected to slow to a yearly rate of !ust over 23H between =323 and =329 this is forecast

to bring the mar)et to Q>. billion by the close of =32.

Indias private labels hair care products mar)et segment represents less than H of the

overall mar)et, according to $anadian. +rivate labels, which do well in more mature

mar)ets, suffer from Indias fragmented retail sector. "he countrys young population and

increasing urbanization it is expected to influence the industry in the short to long term.

Indias hair colour mar)et is benefitting from rising levels of disposable income and

favourable fashion trends. "he rising number of male consumers purchasing personal

grooming products is also having a positive impact on the mar)et. Indias hair colour

mar)et does face certain obstacles to growth such as consumer concern over s)in

reactions to chemicals present in hair colorants.4et 'cribespredicts herbal products will

constitute a ma!or mar)et trend in coming years. ;ther trends include companies see)ing

brand recognition for using natural products, > colour service and tie/up with salons.

$hinas hair care mar)et was worth almost Q@ billion in =323, having exceeded LH

yearly growth between =33L and =323, reports%ar)et Bine. 'hampoo sales represented

the most profitable hair care mar)et segment with revenue of close to Q> billion in =323,

exceeding JH of overall mar)et value. 'tyling agents were the second/most lucrative

segment, followed by hair colorants. According to $anadian, hair colorants represent the

highest rate of private label penetration, with hair styling agents recording the lowest rate.

%ar)et growth is expected to slow to a yearly rate of !ust more than H between =323

and =32, bringing the mar)et to !ust under Q billion.

"he African/American hair care product mar)et involves the manufacture of shampoos,

conditioners, hair dyes, moisturizing products, styling products and relaxers designed and

mar)eted to appeal to African/Americans. I7I' expects the industry will continue to

witness growing demand for products made with organic ingredients, and hairstyle

options with limited or no chemical treatments.

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In#ustr) 5ea#ers

Beading names currently operating in the global hair care mar)et include +rocter N

(amble, Aveda, 'hiseido, Oohn +aul %itchell, B0;real, Alberto/$ulver, :evlon,

4eutrogena, Enilever, *ao, 7eiersdorf and ?en)el.

3. M2OR "5YERS !D THEIR RES"ECTIVE SHRE I! THE MR7ET

"!TE!E

"anteneis abrandofhair careproducts owned by +rocter N (amble. "he product line

was first introduced in urope in 2M@J by ?offman/Ba:ocheof 'witzerland, which

branded the name based onpanthenolas a shampoo ingredient. It was purchased by

+rocter N (amble 5+N(6 in 2MK in order for +N( to compete in the 1beauty product1

mar)et rather than only functional products.

"he brand0s best/)nown product became the conditioning shampoo+antene +ro/D

5+antene +ro/Ditamin6. "he product became most noted due to an advertising campaign

in the late 2MK3s in which fashion models said, 1on0t hate me because I0m beautiful.1R=S

R>S*elly Be7roc)gained notoriety as the first television spo)eswoman to spea) the line.

R@S"he line was criticized by feministsand became a pop/culturecatchphrasefor

1annoying1 narcissistic behavior

FIM DI WI55S

F$ama D$ W$llsis an Indianpersonal carebrandthat offersshampoos,conditioner,

bathing bars andshower gels. It is owned byI"$ Bimited, an Indian conglomeratewith

aturnoverof E' L billion.

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Baunched on 'eptember 2, =33J, the brand was the second to roll out of I"$s personal

care stable. Its E'+is the blend of 1natureand science1 across itsportfolioofproducts,

resulting from four years of intensive research at the I"$:esearch and

evelopment$entre in 7angalore.

HED !D SHOU5DERS

Hea# : S&oul#ersis abrandof anti/dandruffshampooproduced by+rocter N (amble.

%att lliott got +rocter N (amble researchers to start ma)ing a new anti/dandruff

shampoo in 2M3. 4early a decade of research went into ma)ing a new formula, which

introducedpyrithione zincinto the shampoo. It was first introduced to the E.'. mar)et in4ovember 2ML2 as a blue/green shampoo formula.

DOVE

Do/e is a personal care brand owned byEnilever. ove products are manufactured

inArgentina, Australia, 7razil,$anada,(ermany, India, Indonesia,Ireland,%exico,4eth

erlands, +a)istan,"hailand, "ur)ey andEnited 'tates. "he products are sold in more than

> countries and are offered for both women and men. "he ove trademar) and brand

name is currently owned by Enilever. ove0s logo is a silhouette profile of the

brand0s namesa)e bird, thecolorof which often varies.

+roducts include# antiperspirants&deodorants, body washes, beauty bars,

lotions&moisturizers, hair care, and facial care products. ove is primarily made from

synthetic surfactants,soaps 5derived from vegetable oils such as palm )ernel6 and salts of

animal fats 5tallow6. In some countries, but not E*, ove is derived from tallow5li)e

much soap6 and for this reason it is not consideredvegan, unli)evegetable oil based

soaps. ove is formulated to bep?neutral, a p? that is usually between L. and J..

C5I!IC 55 C5ER

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"he $linic All $lear brand was launched in 2MK3 in India. It was )nown as $linic 'pecial

then and its name was later changed to $linic All $lear in 2MML. "he brand is also present

as $lear in 2@ other countries worldwide. "o align itself to the international -uality

standards this year $linic All $lear has been relaunched this year as $lear.

"he new range of $lear is powered with the dual benefit of $lear tech and essential oils.

"he dual action of its advanced formula guarantees Tero dandruff and leaves you feeling

fabulous.

Clear ct$/e Care +rovides extra nourishment for a healthy scalp and beautiful

hair. +owered by $leartech also helps remove dryness which is the root cause of

dandruff.

Clear Ice Cool 'pecially formulated with the cleartech advantage it refreshes

and cools the scalp and also reduces dandruff.

Clear Ha$r 'all De'enseAlso powered by $leartech. It removes dandruff which

helps in reducing hair fall

Clear So't 0loss +owered with the twin advantage of $leartech soft and

essential oils. It not only removes dandruff but also leaves your hair @ U softer.

Clear Ra#$ant Blac( 4ourishes the scalp and gives a blac) shine to your

dandruff free hair.

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mar)et as it only needed one application, and so meant washing less natural oils from the

hair. 'unsil) cream shampoo for dry hair was launched in 2ML.

In 2MK, a new transparentpolythenetube for the li-uid shampoo was introduced as an

alternative large size pac) to the bottle. 'unsil) was also available in such tubes.

In 2ML3, 'unsil) "onic shampoo was launched, containing s)in healing

ingredient Allantoin designed to help )eep the scalp free from infection.

In 2ML2, 'unsil) Bi-uid shampoo was re/launched to 'unsil) 7eauty, because Bi-uid in

the name, originally used to distinguish the product from powdered shampoos had

become meaningless as the ma!ority of shampoos were now in li-uid form.

In 2ML=, 'unsil) was mar)eted as a range of shampoos for different hair types.

'unsil) significantly improved product formula and launched new variants in 2MLL# the

first ma!or shampoo to contain olive oil, which acted as conditioner to ma)e hair soft and

manageable9 shampoo for dull hair, which restored hairs natural shine9 lemon shampoo

for greasy hair with deep cleansing ingredients.

'unsil) hair spray was first launched in 2ML@ to enter an expanding hair/spray mar)et, but

in 2MLL a new product formula was developed which gave hold, even in damp weather

whilst still caring for hair. "he hair spray contained a French perfume and could easily be

removed by brushing or shampooing it out.

In 2MLM, all 'unsil) shampoo was re/pac)aged in new +D$bottles, which were larger

than traditional glass bottles for the same price.

'unsil) conditioner was launched in 2MJ2 with three variants for dry, normal and greasy

hair. In 2MJ>, 'unsil) launched an aerosol dispensed setting lotion. An economy size

shampoo bottle was introduced for 'unsil) in 2MJ@.

In 2MJ, 'unsil) became the biggest name in hair care with 2,333,333 pac)s being sold

every wee).

In 2MK3, the whole 'unsil) range was re/launched, with improved formulations

andpac)aging designto bring the brand into the 2MK3s.

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In 2MK, 'unsil) styling mousse was launched and = years later a conditioning mousse

followed.

In =332, 'unsil) moved into the hair colorants mar)et for Asian/type dar) hair, offering a

range of sevenpermanent coloursfrom natural blac) to copper with purple, red and goldtints.

In =33>, 'unsil) launched a new range of shampoos and conditioners, which were

developed to meet womens hair needs and reflect the way women, thin) about their hair.

"he fa)e institute 5a trademar) by 'edal6 1lide ?air Institute1 developed the products in

response to mar)et research. ach product contained a uni-ue formulation of ingredients,

combining the best from natural and scientific worlds to help combat common hair

problems.

MI5ESTO!ES

2M@ 'unsil) first launched in the E*.

2M First advertisement of 'unsil) appeared on "D.

2ML@ Baunch of 'unsil) hair spray.

2MLK 'unsil) shampoo re/pac)aged in +D$ bottles.

2MJ2 Baunch of 'unsil) conditioner.

2MJ 'unsil) became the biggest name in hair care.

=33> 'unsil) glossy magazine launched in Argentina.

=33K 'ocial networ)ing site (ang of (irls was introduced in India.

FIRST DVERTISI!0

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'unsil) began advertising in 2M with a campaignthat focused on specific hair 1issues1.

In theE*, the campaign focused on shiny hair. uring the 2ML3s, a television

commercial of 'unsil) featured a tune composed by Oohn 7arry,"he girl with the sun in

her hairG, which proved so popular that it was subse-uently released as a pop single.

'unsil) radiocommercials were aired in 2MLM featuringere) 4immoto support the new

'unsil) ?erb shampoo for problem hair called ?airy "alesG. In the early 2MJ3s, 'unsil)

was advertised with the slogan All you need is 'unsil)G.

CE5EBRITY SSOCITIO!

%adonna,4atalia ;reiro,'ha)ira, and %arilyn %onroeall featured in 'unsil)0s =33K

advertising campaign Bife $ant aitG which launched with a 'uper 7owl UBIIspot.

"he philosophy behind the campaign was about girls ta)ing positive steps to gain better

control of their lives HIR O!;5IFE O!G

Actress and %odel ?umaima %alic)is the brand ambassador for 'unsil) in+a)istan.

Actress and former %odel8ureni 4oshi)ais the brand ambassador for 'unsil) in 'ri

Ban)a.Actress and former %iss orld+riyan)a $hoprais the brand ambassador for

'unsil) in India. In =33M, singerelta (oodremwas announced as the 1face of 'unsil)1

inAustralia. "he singer and her music have since featured in several 'unsil) adverts.

In =33J, 7ritish girlband (irls Aloudlaunched a campaign for 'unsil) after securing a

sponsorship deal worth over V2,333,333. %embers4icola :oberts,4adine $oyle,$heryl

$ole, *imberly alshand 'arah ?ardingall represented the brand, which included

shooting a television commercial. 'unsil) also sponsored their following tour.

M0, 'unsil) 5'edal6 launched the first hair only glossy magazine in Argentinaaiming

to communicate to the professional hair industry. %ore than K33,333 copies are published

each month. "he magazine focuses on hair, fashion and beauty issues as well as

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showcasing hairdressers wor). It is sold locally on newsstands and distributed to hair

salons.

0!0 OF 0IR5S

In =33K, 'unsil)Indialaunched a social networ)ing sitecalled (ang of (irls,RMSwhich

offered its users access to a variety of local and global experts to address various hair care

needs through its content, blogs and live chat room. "he site includes rich content of hair

care and fashion, and users can also ta)e part in interactive games and -uizzes. In =322,

'unsil) was listed in Report publishedby "rust :esearch Advisory.

CO6CRETIO! CO55BORTIO!

From =33M 'unsil) started wor)ing with a number of professional hair 1experts1 to

develop new and improved products. ach hair issue1 variant lin)s to an 1expertG with

the relevant specialist hair )nowledge. For example, r Francesca Fusco, a 4ew 8or)

dermatologist, co/created a hairfallG variant for the brand. "he lineup also includes#

Oamal ?ammadi for 7lac) 'hine, :ita ?azan for Dibrant $olor and "eddy $harles for

+lumped up Dolume, "homas "aw for amage :econstruction, ;uidad for efined $urlsand 8u)o 8amashita / inventor of Oapanese hair straightening process 0YU7O0 / for

+erfect 'traight.

VI5BI5TY

'unsil) is available in over L3 countries worldwide. ?owever 'unsil) products seem to

be no longer available in the Enited 'tates. "he 'unsil) website has a list of countries

where their products are sold9 the E'A is not one of them.

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SU!SI57 "RODUCTS

SU!SI57 "ERFECT STRI0HT

8CO6CRETED BY YU7O YMSHIT9

FI0URE 4. SU!SI57 "ERFECT STRI0HT

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"here is a magic moment between wet N dry hair when your hair loo)s perfectly straight

and beautifully aligned. 7ut as it dries, it starts to puff up and lose shape. 'unsil) expert

8u)o 8amashita has co/created 'unsil) +erfect 'traight, the ideal shampoo for straight

hair every day. Its brea)through 'traight/Boc) technology to actively control and hold

every strand perfectly aligned as it dries. It penetrates deep within the hair fibre, reducing

frizz and straightening strands, )eeping them fully aligned as they dryW. xperience

unbeatably straight hair that is shiny, smooth and gorgeous, right from the shower.

'traight 7aal loc)s )aro, roc) )aroX

SU!SI57 RDI!T SHI!E

8CO6CRETED BY 2M5 HMMDI9

FI0URE 4.3 SU!SI57 RDI!T SHI!E

MLH of girls in India desire shiny hair. ?owever daily stresses li)e harsh sunlight and

excessive pollution may rob the hair of essential shine and moisture, leaving it dull and

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limp. 'unsil) :adiant 'hine shampoo and conditioner combines the nourishing -ualities

of five oils which have beneficial effects on hair Argon, Oo!oba, $amellia, Almond and

;live. "he dual effects of oiling and washing soften the hair texture not !ust from the

outside, but ensure that hair receives nourishment at periodic intervals. "he light oils

permeate up to three layers deep and give hair a natural sheen that stays as the day

progresses. 'o you can show off your shine that stays on and onX

Ex*ert T$* 'or S&$n) Ha$rDitamin is vital for luscious shiny loc)s. It is found in

foods such as avocadoes, berries and nuts. 7low dries your hair inside out and wor) your

way up from tips to the scalp. Always use a heat protector spray before heat styling your

hair. %a)e sure you up your iron inta)e in your diet.

SU!SI57 DREM SOFT !D SMOOTH

8CO6CRETED BY THOMS TW9

FI0URE 4.4 SU!SI57 DREM SOFT !D SMOOTH

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ue the harsh sun the hair is stripped off its essential oils, leaving it dry. 'unsil) ream

'oft N 'mooth shampoo is the best shampoo for dry hair. It is enriched with gg

$eramide $omplex, which cleanses your hair and conditions even the driest hair leaving

it soft N smooth.

'oft and smooth hair can now say hello every day.

Ex*ert T$* 'or So't : Smoot& Ha$r Esing the right hair conditioner is important for

dry hair. Instead of rinsing off the conditioner after you shampoo, once a wee), leave the

conditioner in your hair on for the whole night and rinse off the next day. atch your dry

hair get a new life.

SU!SI57 5USCIOUS5Y THIC7 !D 5O!0

8CO6CRETED BY TEDDY CHR5ES9

FI0URE 4.= SU!SI57 5USCIOUS5Y THIC7 !D 5O!0

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"hic) N long hair is every Indian girls dream. 'unsil) Busciously "hic) N Bong

shampoo and conditioner has been co/created with "eddy $harles and is enriched with

*eratin 8oghurt $omplex which provides your hair with essential nutrients to give you

long/lasting volume. (et two =U thic)er hairW with natural body and bounce.

'o when your hair is thic), ta)e your own hairstyle pic).Disibly thic)er hair based on lab

test comparing untreated hair vs. hair treated with 'unsil) "hic) and Bong shampoo

Ex*ert T$* 'or T&$c( : 5on% Ha$r For thic) and long hair, shampoo your hair every

day, especially in humid climates and apply the conditioner on your hair strands

concentrating near the tips for bouncy hair, every day.

SU!SI57 STU!!I!0 B5C7 SHI!E

8CO6CRETED BY 2M5 HMMDI9

FI0URE 4.> SU!SI57 STU!!I!0 B5C7 SHI!E

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'hiny hair gives you a boost of confidenceX 'unsil) 'tunning 7lac) 'hine 'hampoo has

been co/created with Oamal ?ammadi and is enriched with Amla +earl $omplex

energizers to give deeper, shinier hair from the 2st wash. Its special amino acids have

really small molecules which easily penetrate into the hair, while the ED protectors loc)

in moisture, )eeping out humidity and static. Beaving you with stunning blac) shiny hair,

everyday.

'o girls, go out and shine with 'unsil) blac) shine

Ex*ert T$* 'or S&$n) Ha$rDitamin is vital for luscious shiny loc)s. It is found in

foods such as avocadoes, berries and nuts. 7lows dry your hair inside out and wor) your

way up from tips to the scalp.

SU!SI57 HIRF55 SO5UTIO!

8CO6CRETED BY FR!CESC FUSCO9

FI0URE 4.? SU!SI57 HIRF55 SO5UTIO!

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"ired of hair fall due to brea)age< "ried everything but nothing wor)s< "ry 'unsil) hair

fall solution. It has been co/created by r.Francesca Fusco and is enriched with 'oya

Ditamin $omplex which deeply nourishes and conditions your hair while thoroughly

reinforcing the tresses from root to tip. "his strengthens every inch of your hair, thus

reducing hair fall.

'o say no to hair fall and yes to happy days

Ex*ert Ha$r 'all Solut$on T$*"o prevent hair loss, in addition to using 'unsil) ?air

Fall 'olution shampoo, always use a wide bristled brush which has wooden bristles

instead of plastic bristles.

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=.1 0E!ER5 FI!DI!0S

S$OT #%#&'S(S O) OR()*+ RODUCTS

Strengths

International company

Asset leverage

;nline growth

Boyal customers

'trong management team

'upply chain

+ricing

Eni-ue products

$ea,nesses

7ad communication

iseconomies to scale

ea) management team

Opportunities

Ac-uisitions

merging mar)ets and expansion abroad

Innovation

;nline

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Threats

$heaper technology

xternal changes 5government, policies, taxes, etc6

Bower cost competitors or imports

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STTEME!T =.?ow fre-uently you use 'unsil) 'hampoos times a wee) @K @KH

Total 1AA 1AA

F$%ure =. Eses of 'unsil) 'hampoos

I!TER"RETTIO!After analyzing the above table and figure it was found that

ma!ority of respondents i.e. @KH use 'unsil) 'hampoos.

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STTEME!T =.3"he variant of 'unsil) ?air care product that you use is available atAlternative brand

I!TER"RETTIO! After analyzing the above figure and table it was found that if the

respondents had given a choice to switch the brand, ma!ority of them would have chosen

?ead N 'houlders, i.e. @KH of the respondents.

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STTEME!T =.?Is there any improvement in the texture of your hair after using

'unsil) shampoos and conditioners