RESEARCH PROJECT REPORT
Page | 1
A Winter Training Project Report on
MARKETING SRTAEGY OF
COCA-COLASubmitted in partial fulfillment of award of
MASTERS OF BUSINESS ADMINISTRATION
DEGREE
BY
SHAHNAZ HUSSAINMB2013009INVERTIS
UNVERSITY BAREILLYDEPARTMENT OF HUMAN RESOURCE MANAGEMENT
&
MARKETING MANAGEMENT
INVERTIS UNIVERSITY
BAREILLY
ACKNOWLEDGEMENT
I am thankful to all those kind hearted efforts can be clearly
seen in this project.
I owe special depth of gratitude to our teacher who has
continued to be a great source of encouragement to me in preparing
this project. I am very grateful to their fruitful guidance and
blessings.
I also thank my parents who gave me guidance, financial support
in making the project.This project would not be possible without
the co-operation of our teacher and parents.
Shahnaz HussainMBA 4th A
Invertis UniversityCERTIFICATE
This is to certify that Ms. Shahnaz Hussain has carried out the
project work entitled MARKERING STRATEGY OF COCA COLAin partial
fulfillment of post graduate degree of MASTERS OF BUSINESS
ADMINISTRATION under my supervision.SIGN.OF HEAD OF DEPT. SIGN.OF
GUIDE
Dr. Shaileshwar Ghosh Dr. Manish GuptaSTUDENT DECLARATION
I hereby declare that study of Marketing strategy of Sunsilk.
has been exclusively done by me for the degree of MASTERS OF
BUSINESS ADMINISTRATION and not for any other degree, Diploma or
fellowship. This is my own study done under the guidance of guide
and Faculty members of my college.
I hereby declare that the contents of this report are true and
best to my knowledge.
( Shahnaz Hussain)SUBJECT: - COLLECTION OF DATA
Dear sir/maam,
I am working on
__________________________________________________________ study
leading to fulfillment of degree of b.com (h). To make my study
authentic based on practical wisdom. I need your co-operation. I am
enclosing a quest to seek your matured opinion on certain important
issues . I may assure that information so supplied will remain
confidential. The help so availed will be duly acknowledged and
appreciated and will strictly be used for academic purpose
only.
Thanking you for your time
Faithfully Yours
Shahnaz Hussain MBA 4th ASummrySunsilk
Parent CompanyHUL (Unilever)
CategoryPersonal Care Hair Care
SectorFMCG
Tagline/ SloganFor Expert Touched Hair; Life Cant Wait; All you
need is Sunsilk
USPPopular hair care brand having product for all types of
hair
STP
SegmentPersonal Hair Care Shampoo available in multiple
variants
Target GroupGirls in the age group of 20s
PositioningThe Sunsilk hair care range provides a complete hair
care solution and functions as a 3-step combination of cleansing,
nourishing and manageability
SWOT Analysis
Strength 1. Launched in 1964, with a presence of over 80
countries2. Available in various variants to suite every type of
hair need (Anti Dandruff, Hair Fall etc)3. Number 1 in Asia, Latin
America and the Middle East, with sales of more than 1 billiona
year4. The brand is strongest in Asia, Latin America and the Middle
East and is the number one hair care brand in India, Brazil,
Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.5. Madonna,
Shakira, Marilyn Monroe, Priyanka Chopra etc are brand ambassadors
lead to excellent branding and advertising
Weakness1. Poor penetration in semi urban and rural market2.
Target market limited to just teens and 20s age group3.Competition
intense in the hair care segment
Opportunity1. Improve their community for Indian girls which is
sunsilkgangofgirls.com2. Sunsilk Co-Creations Partnering with 7 of
the worlds best hair experts for new and improved products
Threats1. Multiple competitors with similar offerings and lower
price range2. Not prevalent in the rural markets3. Competition from
in-house brands like Clear, Clinic Plus
Competition
Competitors1. Garnier Fructis2. Head and Shoulders3. Pantene
Introduction
Have you gone to the supermarket lately and checked out the
shampoo aisle? You probably will notice a whole new line
ofSunsilkshampoo products. This is their Co-Creations line.
Why "Co-Creations"? Well,Sunsilkhas partnered with some of the
best international hair experts to come up with a rangeof
shampooproducts that address just about every type of hair concern
consumers have. These experts have done the tresses of top models
and celebrities in different fields and by partnering withSunsilk,
they bring their expertise and knowledge of hair into each of the
products in this Co-Creations line.
Our hair can no longer be handled by just one typeof shampooand
conditioner. Situations change. Sometimes, we have hair that is
limp and dry due tosun exposure. Other times, we suffer from
dandruff. Still other times, hair could become damaged due to color
treatments or other hair chemicals applied. In each instance, hair
needs a different treatment to squarely address the concern at
hand. This is whySunsilkhas this whole range of products, each one
with a formulation targeted at a particular need.
Sunsilksent me their Co-Creations line (plusthe
completeCreamsilk conditioner line to match as well) to try over
the next few months.My kids and I just finished ourold bottlesof
shampoolast night so we are excited to see how thisSunsilkline will
work for us.
To help you out with your choiceof shampoonext time you'reat the
supermarket, let me walk you through a short guide.
Please note that the shampoo descriptions, representations as to
what it can do for the hair, as well as contents of its formulation
were lifted from Sunsilk's press kit.
Damage RepairToo much styling, too many different products and
intense heat from frequent blowdrying can lead to damaged
hair.Sunsilkteamed up with Bobsoho Salon of London, founded by
Thomas Taw, famous forresuscitatingdamaged hair, to co-create this
formulation to give back extreme smoothness andhealthto damaged
hair.This particular shampoo has Olive Serum Nutri Complex that
gently cleanses and gives care to the most damaged hair, while
reconstructing beneath the hair surface and filling damaged cracks
deep inside layer by layer, strand by strand.
Hairfall SolutionI use this currently to prevent hairfall since
I have long hair. I am happy with how it somehow minimizes breakage
and amount of hairfall.Sunsilkteamed up with Dr. Francesca Fusco
from NYC, world-class dermatologist and expert at understanding
skin and scalp care, to co-create this formulation for visibly less
hair fall.Enriched with Soya Vitamin Complex, it gently cleanses
weakened, easily-broken hair, while reinforcing hair from roots to
tips.
Strong and LongSunsilkteamed up with Paris-born Teddy Charles,
creator of some of the worlds latest runway and premier fashion
magazine looks, to co-create this formulation for strong (against
breakage and split ends due to combing) and smoother hair.Enriched
with Active Fruitamin Complex, it gently cleanses and refreshes
hair, while penetrating it and fortifying hair fibers so it becomes
up to 10x stronger and 3x smoother with boosted shine.
Soft and SmoothSunsilkteamed up once again with Bobsoho Salon,
founded by Thomas Taw, famous forresuscitatingdry hair, to
co-create this formulation to make hair silky soft to the
touch.Enriched with Ceramide Macadamia Complex, it gently cleanses
and conditions even the driest and roughest hair, while acting as a
softening agent to rebalancehair condition.
Smooth and ManageableSunsilkteamed up with Yuko Yamashita from
Japan, creator of YUKOHair Straightening, turning hair from unruly
to manageable, to co-create this formulation for extraordinarily
smoother hair.Enriched with Keratin Yogurt Nutri-Complex, it gently
cleanses and coats hair strands to smoothen fluffy hair.
Anti-DandruffSunsilkteamed up with Dr. Francesca Fusco from NYC,
world-class dermatologist and expert at understanding skin and
scalp care, to co-create this formulation for a dandruff-free scalp
andbeautifulhair.Enriched with ZPT Citrus Complex, it thoroughly
cleanses and refreshes while purifying your scalp to start
eliminatig dandruff from the first wash and protect the hairs
natural condition from dryness.
Straight and Sway
Sunsilkteamed up with Paris-born Teddy Charles, creator of the
worlds latest runway and premier fashion magazine looks, to
co-create this formulation for straighter hair full of natural
movement.Enriched with Amino Collagen Complex, it cleanses your
straight hair and gently relaxes your hair bonds, providing
softness and suppleness to give it natural movement
Project Objective
1To know about the SUNSILK.
2: To know about the difficulties faced by the SUNSILK.
3: To know about the growth strategies used by SUNSILK.
4. To about the various promotional strategies ofSUNSILK.
5: To know about the 4 Ps of Sun silkCo profile
SUNSILK,one of the worlds largest hair care brands which has
pioneered products for specific hair types for more than half a
century, for the first time in hair care history has collaborated
with seven of the worlds hair experts to co-create specialized
formulations for all hair types, called Sunsilk Co-Creations.
Sunsilk Co-Creations with eight new variants was launched today
in Jakarta, featuringThomas Taw ,Co-Creator Sunsilk Damage Hair
Treatment and Sunsilk Soft & Smooth; Julie Estelle, Brand
Ambassador Sunsilk,andChris Oey, Senior Brand Manager Sunsilk. With
Sunsilk Soft & Smooth, Sunsilk Damaged Hair Treatment, Sunsilk
Black Shine, Sunsilk Hair Fall Solution, Sunsilk Anti-Dandruff,
Sunsilk Clean & Fresh, Sunsilk Straight & Sleek, Sunsilk
Bouncy Curls, Indonesian women can now feel the touch of the worlds
hair experts at home.
Hailing from fashion hubs all around the world New York, London,
Paris, Tokyo and Los Angeles the hand-picked hair experts were
selected based on an extensive search that lasted for almost a
year. Chris Oey, Senior Brand Manager Sunsilk said, These experts
were chosen because of their excellent reputation and special
capabilities, such as repairing the damaged hair of catwalk models,
straightening hair, curling hair, working with Hollywood A-List
celebrity clients and running elite beauty salons and clinics. They
teamed up closely with Sunsilks technical teams to co-create
world-class formulations for specific hair types.
The experts co-created the formulations by giving directions
based on their knowledge and speciality to collaborate with
Unilever product development team in Liverpool.
Thomas Taw shared his experiences in creating Sunsilk
Co-Creations, The right products and treatments to beautify hair
should be accessible by everybody, not limited to certain people.
The products that I co-created with Sunsilk, was created to give
incredible softness and make hair beautiful and healthy. Ceramide
Macadamia Complex for Sunsilk Soft & Smooth and Olive Serum
Nutri Complex for Sunsilk Damaged Hair Treatment will increase the
hair texture by giving fullness to dry or damaged hair.
For Thomas Taw, being one of Sunsilk co-creators is an exciting
experience because he is able to help every woman look her best
with beautiful and healthy hair. I am dedicating my spirit and
energy to make hair look beautiful. For me, Co-Creations with
Sunsilk are the extension of my dream and goal to create healthy
hair for women, explained Thomas.
When he visited Jakarta, theCo-CreatorforSunsilk Black Shine,
Jamal Hammed also expressed his excitement that Sunsilk
Co-Creations could bring shine to healthy black hair of many woman.
According to Jamal, beautiful shiny hair comes from inside the
hair, so every piece of hair needs to be healthy from the inside
for it to shine maximally. To get healthy hair, the right daily
treatments can be obtained with the Sunsilk Co-Creations
variants.
Everyone deserves beautiful hair. By combining the expertise in
each bottle, Sunsilk Co-Creations make it possible for Indonesian
women with different hair types to enjoy high-quality products that
previously could only be enjoyed in exclusive salons, explained
Chris Oey.
Julie Estelle, Brand Ambassador Sunsilk, said, I am happy and
proud to be chosen as the Sunsilk Brand Ambassador. As an
Indonesian woman working with tight schedules and lots of
activities, I have always wanted to have beautiful and healthy
hair, therefore I am using Sunsilk Co-Creations. With Sunsilk
Co-Creations, Indonesian woman can feel the touch of the worlds
hair experts at home.
Sunsilk Co-Creations variants are available in Indonesia
starting 1 June 2010.
SWOT analyses
Sunsilk is a hair care brand, primarily aimed at women, produced
by the Unilever group, which is now considered the world's leading
company in hair conditioning and the second largest in shampoo[1].
Sunsilk is Unilevers leading hair care brand, and ranks as one of
the Anglo-Dutch conglomerate's billion dollar brands". Sunsilk
shampoos, conditioners and other hair care 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 and is the
number one hair care brand in India, Brazil, Argentina, Bolivia,
Bangladesh, Sri Lanka and Thailand.
Strengths
* International Company* Asset leverage* Online growth* Loyal
customers* Strong management team* Supply chain* Pricing* Unique
products
Weaknesses
* Bad communication* Diseconomies to scale* Weak management
team
Opportunities
* Acquisitions* Emerging markets and expansion abroad*
Innovation* Online
Threats
* Cheaper technology* External changes (government, politics,
taxes, etc)* Lower cost competitors or importsHistory
Sunsilk was launched in theUKin 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 transparentpolythenetube 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 ingredientAllantoin 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
containolive oil, which acted as conditioner to make hair soft and
manageable; shampoo for dull hair, which restored hairs natural
shine; lemon shampoo for greasy hair with deep cleansing
ingredients.
Sunsilkhair spraywas 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 newPVCbottles,
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 andpackaging designto 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 colorant market for
Asian-type dark hair, offering a range of sevenpermanent
coloursfrom 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 womens hair needs and
reflect the way women think about their hair. The fake institute (a
trademark by Sedal[2]) "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.
Milestones 1954 Sunsilk first launched in the UK.
1955 First advertisement of Sunsilk appeared on TV.
1964 Launch of Sunsilk hair spray.
1968 Sunsilk shampoo re-packaged in PVC bottles.
1971 Launch of Sunsilk conditioner.
1975 Sunsilk became the biggest name in hair care.
2003 Sunsilk glossy magazine launched in Argentina.
2008 Social networking site Gang of Girls was introduced in
India.
First advertisingSunsilk began advertising in 1955 with
acampaignthat focused on specific hair "issues". In theUK, the
campaign focused on shiny hair. During the 1960s, a television
commercial of Sunsilk featured a tune composed byJohn Barry, The
girl with the sun in her hair, which proved so popular that it was
subsequently released as a pop single.
Sunsilkradiocommercials were aired in 1969 featuringDerek
Nimmoto support the new Sunsilk Herb shampoo for problem hair
called Hairy Tales. In the early 1970s, Sunsilk was advertised with
the slogan All you need is Sunsilk.
Celebrity associationsMadonna,ShakiraandMarilyn Monroeall
featured in Sunsilk's 2008 advertising campaign Life Cant
Wait[3]which launched with aSuper Bowl XLIIspot. The philosophy
behind the campaign was about girls taking positive steps to gain
better control of their lives Hair On = Life On.
Actress and ModelHumaima Malickis the brand ambassador for
Sunsilk inPakistan.
Actress and former Miss WorldPriyanka Choprais the brand
ambassador for Sunsilk inIndia.[4]In 2009, singerDelta Goodremwas
announced as the "face of Sunsilk" inAustralia. The singer and her
music have since featured in several Sunsilk adverts.[5]In 2007,
British girlbandGirls Aloudlaunched a campaign for Sunsilk after
securing a sponsorship deal worth over 1,000,000.[6]MembersNicola
Roberts,Nadine Coyle,Cheryl Cole,Kimberly WalshandSarah Hardingall
represented the brand, which included shooting a television
commercial. Sunsilk also sponsored their following tour.
MagazineIn 2003, Sunsilk (Sedal) launched the first hair only
glossy magazine inArgentinaaiming to communicate to the
professional hair industry. More than 800,000 copies are published
each month. The magazine focuses on hair, fashion and beauty issues
as well as showcasing hairdressers work. It is sold locally on news
stands and distributed to hair salons.
Gang of GirlsIn 2008, SunsilkIndialaunched asocial networking
sitecalled Gang of Girls,[7]which 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. The site
includes rich content of hair care and fashion, and users can also
take part in interactive games and quizzes. In 2011, Sunsilk was
listed inThe Brand Trust Report published by Trust Research
Advisory.
4Ps
1 PRODUCT
Currently, the range consists of:
Yellow Sun silk with Bio Proteins from Vegetable Extracts:
Normal hair needs wholesome nourishment. New Sun silk with Bio
Protein extracted from Vegetable milk has nutrients that
deeplypenetrate each hair strand, to nourish it leaving hair strong
andbeautiful.
Black Sun silk with Melanin from Plant Extracts:
Dull hair needs a rich black shine. New Sun silk 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 richblack shine..
Green Sun silk with Fruitarians Vitamins from fruit
Extracts:Thin and limp hair needs extra body and volume. New sun
silk with Fruitarians 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 Sun silk with yoghurt proteins :Dry hair needs wholesome
conditioning, extra shine and style. New Sun silk 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 Sun silk with active nutrients from Citrus Extracts:
The advanced formula of orange Sun silk is the result of the
latest research. This shampoo is especially designed for oily hair
type that looks flat and greasy due to the excess of moisture. New
sun silk with active ingredients from citrus extracts cleans the
excess oil off hairwhile its nutrients deeply penetrate each hair
strand to nourish it.
Customer Review of Product Usage
2 PRICING
HINDUSTAN UNILEVER claims to practice value-based pricing in
which the customers perception of the products price provides a
starting point fordeveloping the marketing mix of the product. The
research department determinist his price usually by using focus
groups. The price of Re 1 and 2 for Sun silkshampoo sachets shows
how the price also reflects a concern to make the purchase more
convenient, since the rupee is denoted in this value. Sun silk 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 willbe 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 orderto 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.
3 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. Sun silk
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 Hairpin and Life Cant Wait were
launched to attract women to the brand 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 FashionSunsilk has come up with a new promotional campaign
GOOD HAIRDAYS 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
AdvertisingHINDUSTAN UNILEVER believes that messages about
product deliveredby 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 toproducts itself,
they can relate to a human being who consumers believe is inexpert
so Jawed Habib is an expert so is Sunsilk. Jawed Habib a recognized
and highly qualified hair stylist is used by Sunsilk in its ads
because they want to bring out an experts image.
METHODS ADOPTED TO PROMOTE THE BRAND NAME OFSUNSILK
*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
.Indias 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 acrossIndia
.
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 topower of social networking.
As far as brand is concerned plus side for
Sunsilk
here is ability to usepower of technology to position brand
successful and create followingamong niche users whom must have
generated enough feedback for the brand to understand demographic
served. Other brands need to take a cuefrom here and understand how
web can be used as an effective branddelivery/promotion tool.-HUL
EXECUTIVE4 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, RETAILERSHUL MissionUnilever's
mission is to add vitality to life. We meet everyday needs
fornutrition, 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 every Indian
Branding strategy:
The branding strategy for a firm reflects the number and nature
of common and distinctive brand elements applied to the different
product sold by the firm. Branding strategy involves deciding the
nature of new and existing brand elements to be applied to new
existing products.
Branding Decisions:
Branding strategy is one of the most vital decisions taking by
marketers. It is a strategy, which brings lots of positive feedback
for a firm. The firstbranding decision is whether to develop a
brand name for a product. Today, branding is such a force that
hardly anything goes unbranded. Unilever follow individual name for
setting brand name for their different products, such as Sun silk,
Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care.
Unilever get a major advantage of an individual name strategies
that the company does not tie its reputation to the products. So,
if any brand fails or appears to have low quality, the companies
name or image is not hurt.
Brand Elements
:
Brand elements can play a number of brand building roles. Band
elements are those trade mark able devices that identify and
differentiate the brand. Most strong brands employ multiple brand
elements. Marketers choose brand elements tobuild as much brand
equity as possible. Brand elements such as: memorable, meaningful ,
likable, adaptable and protect able. We describe those elements in
short as follows:
*Memorable:
every consumers mind catches the brand name. Their
marketingprograms set the brand name in consumers mind. Their short
brand name such as : Dove, ponds, Sun silk etc are easily
memorable.
*Meaningful:
Every consumer has a clear meaning about Sun silk.
Consumerthinks about Sun silk as a product which solves their
problem relating with hair.
*Likable:
From our research we found that most of the people like the
brand verbally and visually.
*Protectable:
The brand name is legally and competitively protectable.
Thebrand retain their trade mark rights and not generic.
*Adaptable:
another fact which we saw in Sun silk. Different pack size and
new formulas are easily accepted by the consumers
Purpose & principles
Our corporate purpose states that to succeed requires "the
highest standards of corporate behavior towards everyone we work
with, the communities we touch, and the environment on which we
have an impact."
Always working with integrity
Conducting our operations with integrity and with respect for
the many people, organizations and environments our business
touches has always been at the heart of our corporate
responsibility.
Positive impact
We aim to make a positive impact in many ways: through our
brands, our commercial operations and relationships, through
voluntary contributions, and through the various other ways in
which we engage with society.
Continuous commitment
We're also committed to continuously improving the way we manage
our environmental impacts and are working towards our longer-term
goal of developing a sustainable business.
Setting out our aspirations
Our corporate purpose sets out our aspirations in running our
business. It's underpinned by our code of business Principles which
describes the operational standards that everyone at Unilever
follows, wherever they are in the world. The code also supports our
approach to governance and corporate responsibility.
Working with others
We want to work with suppliers who have values similar to our
own and work to the same standards we do. Our Business partner
code, aligned to our own Code of business principles, comprises ten
principles covering business integrity and responsibilities
relating to employees, consumers and the environment.
Strategies adopted by Hindustan Unilever Limited.In Sunsilk
Shampoo India, health is of paramount importance, because
indisposition is very directly related to loss of income. Lifebuoy,
whose Core equity is health and hygiene, has for decades now been
synonymous with soap in Sunsilk Shampoo India .At the same time, if
products have to come up the order in the Sunsilk Shampoo purchase
hierarchy, they have to be affordable. If Sunsilk Shampoo India
today accounts for about half of detergents sales, it is because
MARKETING STRATEGY OF SUNSILK has developed low-cost
value-for-money branded products, like Wheel. The company has also
taken initiatives to create markets even for apparently premium
products, by offering them in pack sizes, like sachets, whose unit
prices are within the reach of Sunsilk Shampoo consumers. For
example, initiated in the 1950s, sachets (Rs.2, Re.1,or 50 paisa)
today constitute about 55% of Hindustan Lever's shampoo sales. With
media reach gradually increasing; Sunsilk Shampoo consumers today,
where the media has its footprints, share the same aspirations with
their urban counterparts. MARKETING STRATEGY OF SUNSILK has
responded to the trend with low unit price packs of even other
products - Lux at Rs.5, Lifebuoy at Rs.2, Surf Excel sachet
atRs.1.50, Pond's Talc at Rs.5, Pepsodent toothpaste at Rest. 5,
Fair & Lovely Skin Cream atRs.5, Pond's Cold Cream at Rs.5,
Brooke Bond Taza tea at Rs.5.
MARKETING STRATEGY OF SUNSILK Penetration in Sunsilk Shampoo
Market:-
The First major step taken by MARKETING STRATEGY OF SUNSILK to
penetrate the Sunsilk Shampoo market is that it evolved its
distribution model. Secondly in 1998 MARKETING STRATEGY OF SUNSILK
personal products unit initiated Project Bharat, the first and
largest Sunsilk Shampoo home-to-home operation to have ever been
prepared by any company. The project covered 13 million Sunsilk
Shampoo households by the end of 1999. Along with Operation Bharat,
MARKETING STRATEGY OF SUNSILK conceptualized Project Streamline to
enhance its control on the Sunsilk Shampoo supply chain through a
network of Sunsilk Shampoo sub-stockiest based in these villages.
This gave the company the required competitive edge, and extended
its direct reach to 37 per cent of the country Sunsilk Shampoo
population. Then MARKETING STRATEGY OF SUNSILK started Operation
Harvest which was used as a medium of communication with the
villagers. During these exercise, vans from MARKETING STRATEGY OF
SUNSILK and its distributors did the rounds of 30,000 villages
giving promotional packs, showing products ads and identifying key
retail and distribution points. The principal issue in Sunsilk
Shampoo development is to create income-generating opportunities
for the Sunsilk Shampoo population. Such initiatives are successful
and sustainable when linked with the company core business and is
mutually beneficial to both the population for whom the programmers
is intended and for the company. Based on these insights, MARKETING
STRATEGY OF SUNSILK launched Project Shakti in the year 2001, in
keeping with the purpose of integrating business interests with
national interests.
2.3.2 Operation Bharat MARKETING STRATEGY OF SUNSILK Sunsilk
Shampoo Distribution EffortHLL implemented a major direct consumer
programmer called Project Bharat, which coverer 2.2 crore homes.
Each home was given a box, at a special price of Rs.15, comprising
a low unit-price pack of hair-care (Clinic shampoo),dental
(Pepsodent toothpaste), skin-care (Fair& Lovely) and body-care
(Ponds Dream flower talc) products along with educational leaflets,
audio-visual demonstrations, film songs and mythological serials
interspersed with ads ofLever product. Close to 160 vans and over
thousand promoters (sales staff of the distributors or some other
private operators) were pressed into Operation. The cost came up to
roughly Rs.13 crore. Each van, equipped with a TV arid VCR, had six
promoters. The project helped eliminate barriers to trial, and
strengthened salience of both particular categories and brands.
2.3.3Life SwastiyaChetana
In 2002, HLL has launched a similar large- scale direct contact,
called Lifebuoy SwasthyaChetana, which will cover about 5 crore
people in 15,000 villages of 10 states. The project aims to
generate awareness about good health-and-hygiene practices. It is a
multi-phased activity which works towards effecting behavior change
amongst the Sunsilk Shampoo population it touches. It demonstrates
that visible clean is not really clean thereby proving the
importance of washing hands with soap. It targets children as they
are the harbingers ofchange in society and mothers since they are
the custodians of health. The campaign has been divided into
various phases. In the initial phase, a Health Development
Facilitator (HDF) and an assistant initiates contact and interacts
with students and influencers of the community, i.e. village
community representatives, medical practitioners, school teachers
etc. A number of tools such as a pictorial story in a flip chart
format, a "Glo-germ demonstration" and a quiz with attractive
prizes to reinforce the message are used. The "Glo-Germ
demonstration" is a unique tool to make unseen germs visible and
emphasize the need to use soap to wash hands and kill germs. The
first interaction with students is then replicated with the women
and finally the rest of the community. The various stages reinforce
the message and learnings, which is crucial in order to affect
awareness and behavior change in favor of hand wash hygiene. The
programmer has touched 27000 villages and 50 MN people over the
last four years. In2006 alone LBSC contacted 10,000 villages in UP,
MP, Jharkhand and Bihar.
2.3.4MARKETING STRATEGY OF SUNSILK Project Shakti
MARKETING STRATEGY OF SUNSILK has been proactively engaged in
Sunsilk Shampoo development since 1976 with the initiation of the
Integrated Sunsilk Shampoo Development Programmed in the Utah
district of Uttar Pradesh, in tandem with the companys dairy
operations. This Programmed now covers 500 villages in the
district. Subsequently, the factories that MARKETING STRATEGY OF
SUNSILK continued establishing in less-developed regions of the
country have been engaged in similar programmers in adjacent
villages These factory-centered activities mainly focus on training
farmers, animal husbandry, generating alternative income, health
& hygiene and infrastructure development. The company has
acquired a wealth of experience and learning from these activities.
In addition to money, there is a marked change in the woman's
status within the household, with a much greater say in
decision-making. This results in better health and hygiene,
education of the children, especially the girl child, and an
overall betterment in living standards. The most powerful aspect
about this model is that it creates a win-win partnership between
MARKETING STRATEGY OF SUNSILK and the consumers, some of whom will
depend on the organization for their livelihood, and builds a
self-sustaining cycle of growth for all. It has since been extended
to in Andhra Pradesh, Bihar, Chhattisgarh, Gujarat, Haryana,
Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Orissa, Punjab,
Rajasthan, Tamilnadu, Uttar Pradesh and West Bengal with the total
strength of over 40,000 Shakti Entrepreneurs. Shakti has three
initiatives. The Shakti Entrepreneur, a microenterprise initiative
the Shakti Vahini program which translates as the voice of Shakti,
training women to be communicators in the villages I Shakti, a
group community portal that enables users to access information in
a variety ofareas. The software is voice enabled for illiterate
users. MARKETING STRATEGY OF SUNSILK starts with the route sales
person who identifies the Shakti entrepreneur for village.
MARKETING STRATEGY OF SUNSILK then provides the products and helps
her understand what to do and how to realize maximum income.
Through the Shakti Vani program women are trained in health and
hygiene issues then teach what they have learned to the village
communities. In 2004,ShaktiVani covered 10,000 villages and the
vision is to cover 50,000 villages in 2005.iShakti, the
Internet-based Sunsilk Shampoo information service, has been
launched in Andhra Pradesh
2.3.5 Company Success in Sunsilk Shampoo Market
The Sunsilk Shampoo micro-enterprise has helped the Rs
13,717-crore Hindustan Unilever in pushing growth rates in several
categories such as personal wash, fabric wash, shampoos, oral care
and skin care. Brands like Annapurna, Lux, Lifebuoy, Breeze, Wheel,
Fair & Lovely, Lakme, Ponds, Clinic Plus and Peps dent have
sold good numbers in smaller markets, company sources said.
Overall, around 50% of Hindustan Lever revenues came
from the Sunsilk Shampoo markets in India. MARKETING STRATEGY OF
SUNSILK sources said the project currently contributes handsomely
to the companys sales. The project was started in 2001 to empower
underprivileged Sunsilk Shampoo women by providing
income-generating opportunities, health and hygiene education.
Shaktis ambit already covers about15 million Sunsilk Shampoo
populations. Several Sunsilk Shampoo pockets are populated by less
than 2000individuals but are seen as unreachable and remain
untapped by consumer goods makers. Industry officials say the
awareness level of Sunsilk Shampoo consumers about products and
brands are lesser than the urban markets. Also, urban business
models are not really successful in tapping the full potential of
several small clusters of consumers across remote markets.
2.3.6 Sustainability strategyUnilevers vision is to double the
size of its business while reducing the overall impact on
environment. This new vision recognizes that the world is changing,
populations are growing and the rise in incomes is fuelling a
growth in the demand for consumer products. Products like ours rely
on an increasingly constrained set of natural resources, whether it
is fuel, water, or other raw materials.
In Hindustan Unilever Limited (MARKETING STRATEGY OF SUNSILk ),
the principle of Corporate Responsibility (CR) is an integral part
of our commitment to all our stakeholders consumers, customers,
employees, the environment and the society that we operate in.
Today, India is battling multiple issues like water scarcity,
poverty, and problems arising out of low awareness of health,
hygiene, and nutrition. If these issues are not addressed soon,
they will create insurmountable barriers to business growth. We
believe that helping society prosper and ensuring a sustainable
future for the planet goes hand in hand with our goal of ensuring
growth that is competitive, profitable, and sustainable for our
organization.
Our contributions have to be substantial and sustainable, which
is why we are not just banking on our philanthropic programmers,
but are transforming our core business practices as well. Even the
seemingly small innovations in our brands and business processes
can lead to a big difference in society as we touch the lives of
two out of every three Indians.
For example, if one household uses Surf Excel detergent, it can
conserve two buckets of water per wash. A million Indian households
using Surf Excel can save enough water for meeting the basic
hygiene needs of many Indians. Thus, small individual actions
multiplied with our large consumer base will make a big difference
in combating the issues society faces.
We will further demonstrate that successful business strategies
are driven by responsible business practices. The key to this
approach is developing a CR framework which integrates the social,
economic, and environmental agenda with our business priorities
growing markets, maintaining the competitive edge, enjoying
goodwill in the communities we operate in, and building trust and
an exceptional reputation. Hence, in the future, the three
cornerstones for CR integration with business at MARKETING STRATEGY
OF SUNSILK will be:
Growing markets responsibly: We will address issues related to
hygiene and nutrition through product innovations and awareness.
Gathering information about the concerns expressed by consumers,
communities, and stakeholders can help us identify opportunities
for innovation at the category, brand, and marketing plan level. We
have a very strong and trusted position in India and we can
leverage this to our competitive advantage.
Ensuring sustainable practices in our operations: To secure a
thriving future, we need to establish sustainable sources for raw
materials. Being a company that is heavily dependent on water,
agriculture, fuels and petrochemicals, we must plan now for a
future in which water could be scarce, agriculture could be under
pressure, and fuels will be expensive. Our consumers add up to
two-thirds of the Indian population; hence addressing
sustainability issues is a high priority.
Building a good reputation through responsible leadership: CR is
one of the key components of reputation and trust. A good
reputation can be a major competitive advantage and can build
employer brand and consumer loyalty.
Unilever Sustainable Living Plan
Small actions, big difference
Two billion times a day, somebody, somewhere, uses a Unilever
brand. Our products make small but important differences to the
quality of peoples everyday lives.
We have ambitious plans to grow our company, creating jobs and
income for all whose livelihoods are linked to our success. But
growth at any cost is not viable.
We have to develop new ways of doing business which will
increase the social benefits from Unilevers activities while at the
same time reducing our environmental impacts. This is why we have
created the Unilever Sustainable Living Plan.
The OpportunityOur plan isnt just the right thing to do for
people and the environment. Its also right for Unilever: the
business case for integrating sustainability into our brands is
clear.
Our ApproachOur impact goes beyond our factory gates. The
sourcing of raw materials and the use of our products by the
consumer at home has a far larger footprint. We recognize this and
so our plan is designed to reduce our impacts across the whole
lifecycle of our products. This full lifecycle approach is both
ambitious and, we believe, unique amongst global SUNSILK SHAMPOO
companies.
The PlanThe Plan contains over 50 concrete targets that
will:
Help more than one billion people improve their health and
well-being
Halve the environmental impact of our products
Source 100% of our agricultural raw materials sustainably
2.4 Best Practices adopted by Hindustan Unilever Limited.1.
KhusiyonkiDoli campaign including Wheel, Surfexcel, Sunsilk, and
Close up trail and awareness program launched in 2010.2. Fair &
lovely launches foundation to promote economic empowerment of women
through education career and enterprise launched in 2004.3.
Hindustan Unilever Limited commits Rs 8 crore for immediate relief,
rehabilitation to tsunami communities in 2005.4. Postal department
releases special lifebuoy swasthyachetna postal cover in 2006. It
is to influence community like Sarpanch, Medical practitioner and
panchayat members. Practicing on basic Hygiene concept and
invisible germs.5. Hindustan Unilever Limited supports and provide
1 crore to Andhra Pradesh and Karnatka flood victims in
2009.Saluting the spirit of women empowerment 212 girls are being
awarded with Fair & lovely scholarship in
2010.ConclusionSunsilk has huge potential of rural market 72% of
total population but not yet develop a successful strategy to
penetrate this market. The success of Sunsilk emulated which
capturedtheruralmarketbytwostrategies-DevelopstrongdistributionstructureandAdoptingpackaging
and pricing. Sunsilk increase buying of raw material so that it
does not have to suffer devolution and continuously increase in
tariff rates. They introduced a smaller 100mipack of Sunsilk in
order to capture lower income segment. Sunsilk enter into web
marketing. They should increase frequencies of advertising by
electronic and print media. They should introduce 2 in 1shampoo
plus conditioner which demand huge potential market. Finally,
taking every thing in account we can say that if Sunsilk emphasize
more on social responsibility and create more attractive marketing
programs, they can grab huge number ofcustomers