SUNSILK company objectives Neither our on nor our major competitors objectives are simple or obvious.

There are many choice between short term and long-term profit, between growth and cash flow,between growth and assets and growth in earning, between proportion of earning paid to shareholder as dividends or reinvested. It is reasonable to assume that these different objectives of different competitors predetermine some of their strategies and tactical behavior. 1 assess the concept of product acceptability, credibility and perceived benefits. 2 examine consumers assessment of the product,in terms of product performance and related benefits. 3 Explore consumers reaction towards packaging 4 understanding consumers perception of quality advertisement in term of itz impact MISSION STATEMEnT The New Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto: softness shine n manageability of hair INTRODUCTION OF THE PRODUCT PRODUCT HISTORY Sunsilk was introduced in 1989 in Pakistan with three variants reled to hair types. Endorsement of a hair stylist was the first step in building the mage of the brand as a hair care expert.

With the competition from local and multinational companies due to rationalization of excise & duties, Sunsilk has not been able to gain the desired share in the market. To strengthen the brand, UPLdecided to relaunch Sunsilk with a premium range consisting of four variants in January 2000. In 2001, due to the constant research of their affiliated hair care institutes, the need of a shampoo for oily hair was observed and they launched a new variant of Sunsilk having citrus extracts. All Sunsilk variants have been formulated especially keeping in view the Pakistani consumer hair composition and haircare needs so as to provide the consumer with a complete range forall hair types. TARGET MARKET: Their main target market isfemale as between the age group 16-40 belonging to the two upper income classes. But in their promotion activities, they cover the whole market irrespective of these classes. COMPETITORS REVIEW: The major competitor of Sunsilk in the rural areas is Bio Amiawhile in the urban area; Sunsilk faces cutthroat competition withP&G. The main advantage of Bio Amia is its Herbal composition and low price, which attract the rural market, but in terms of quality, they are far behind Sunsilk. In urban areas, Sunsilk is acting as a market challenger against P&G. Sunsilk has got the advantage of keeping their prices lower than P&G shampoos but P&G has captured a bigger share of the market due to its intense promotional activities. PRICING OBJECTIVES: Unilever 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 RS 3 for Sunsilk shampoo

sachets shows how thepriclsoreflects a concern to make the purchase more convenient, since the rupee is denomated in this value. 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 then uses target costing in order to achieve therequired profits. With the marketing plan now being termed as Annual Contract the mportance of meeting the profit marginrequirements has increased. Target costing thus provides an essentialtool to manage cost effectively. The characteristic of monopolistic typifying the market sets the threshold This market consists of many buyers sellers trading over a range of prices. The key element s differentiation, which allows the seller to gain market share in contrast to competitors. Given this market condition, Unilever differentiates its :products and also sells them in different price range to cover atleast a large portion of market. Also this makes unilever more sensitive to price change of competitors product. Last year P&G revised their prices which has increased theprices of their shampoos considerably but Sunsilk has maintained its prices and their prices are much lower than P&Gs, which is a major blow to P&G because being a poor country people go for products which are within the range of Rs. 100. 200m I bottle Rs.120 6m1 Sachet Rs.3

PROMOTION OBJECTIVES: . Build top of the line consumers awareness. - Creating a personality of the brand.

Besides having these general objectives, the advertising objectivesare set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were: To increase the usage. 1. 2. 3. 4. 5. 6. 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.

ADVERTISING OBJECTIVES The advertising of the product should follow the different approach that is s-simple m-memorable i-intrestingwidrelavant information l-linked to the brand e-emotionally involved n liked The advertising should have a good advertising idea. y y y y y Advertising should meet the brief Message clearly communicated Advertising should fit the brands personality An add s usually changed after 18 months TARP(Target Audience Rating Points)

ADVERTISING SRTATEGY A products particular advertising strategy also depends on the level of competition involved with each product. For exampleshampoo ads previously used to provide emotional benefits but when P&G entered the

shampoo market with its shampoo Pantene, it revamped the whole situation, Pantene ads promoted the shampoos functional benefits, which greatly appealed the consumers. Unilever s seeing this trend changed its advertising strategy for Sunsilk so that Sunsilk advertisements also promoted the shampoos functional benefits.Thus Unilever evaluates the products present position n the market, the promotion objectives it wants to achieve arid the level of competition involved while setting the advertising strategy for a product. Elida Hair Institute does a lot of research and they come up with innovation in the product. Elida provides credibility that Sunsilkis not locally made but it is based on a lot of research byinternationally accredited institutions. Unilever believes that messages about product delivered by credible sources can be very persuasive. Hence Nabila who is an hair care expert endorses Sunsilk and more value is added to the brand.Consumers relate to products itself, they can relate to a human being who consumers believe is an expert so if Nabila is an expert so is Sunsilk. Nabila a recognized and highly qualified hair stylist s used bySunsilk in its ads because they want to bring out an experts image. Sunsilk has come up with a new promotional campaign GOOdHAIR DAYS n six major cities n collaboration with famous hair stylist of the country

ADVERTISING EVALUATION: Unilever also carriers out on extensive evaluationTarget audience rating points are used to evaluate a Households are monitored in various cites to get consumersand feedback. R-Lintas carriers out in own evaluation proceeds for

advertisement. Weekly figures are presented by reseadepartment. Regarding sales which have been carried outextensive surveys. Products manager themselves have to visit the consumer view of sunsilk attractive is 33.3%, average54.55% and cheap12.12%

.DISTRIBUTION OBJECTIVE: To reach as many towns and villages as we can Unilever has 150 distributors whose function s to sell to wholesalers directly. There are different distributors for different areas. They are carefully selected and their performance is constantlyevaluated. They appear extremely satisfied with their channel systems and have a good rapport with them. We feel that this is essential sincethese are not too many levels, thereby preventing channel complexity and allowing Unilever greater control. Unilevers statementswereverified by our consumer survey, which revealed that the retailerswere very satisfied with Unilevers distribution system, which allowed well-stocked shelves. This is an added advantage, since the consumers undergo habitual buying behavior Sunsilk has a very good distribution network all over the country. They have struggled hard to adopt such channels that guarantee the perfect results regarding the placement of their product. These distributors are given clear instructions regarding theselection of the retailer and to make sure that the retailer 1. Knows about the significant characteristics of the product. 2. Places the product along with its major competitors like P&G. 3. Displays the sachets distinctly. They give off and on offers as trade promotion

distributors.the distributors contribute to the promotion of sunsilk by words of mouth.

STRENGTH

1 STEP

PRESS PRINT SC OPEN PAINT AND OVER THAT {PRESS CTRL + V} AND AFTER THAT SAVE THE IMAGE ON DESKTOP

NOW OPEN ONENOTE WHICH IS IN MICROSOFT OFFICE AND JUST DRAG THE IMAGE TO THIS ONE NOTE THEN GIVE A RIGHT CLICK ON THE IMAGE AND PRESS COPY TEXT FROM PICTURE