PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Miss Subha Yadav, Head of Department of Business Management SVNIT, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Miss Subha Yadav she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
PUSHPENDRA SEN BBA VTH SEM

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department

Miss

Subha

Yadav,

Department of Business Management , SVNIT, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

PUSHPENDRA SEN BBA VTH SEM

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " MARKETING PROJECT REPORT ON SUNSILK PRO COLORO" on Market Segmentation is nay own work conducted under the supervision of

Miss Subha Yadav Department of Business Management ,

the best of my knowledge the report does not contain any

SVNIT, SAGARTo

work , which has been submitted for the award of any degree , anywhere.

PUSHPENDRA SEN BBA VTH SEM

CERTIFICATE
The project report titled
ON SUNSILK PRO COLORO" titled " MARKETING PROJECT REPORT

been prepared by PUSHPENDRA SEN

BBA VTH Semester , under the guidance and supervision of Miss

Subha Yadav for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION HUL was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of India Limited'. Its beginnings were humble. A leased office on Radha Bazaar Lane, Kolkata, was the centre of the Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road) Kolkata, for the sum of Rs 310,000. This decision of the Company was historic in more ways than one. It was to mark the beginning of a long and eventful journey into India's future. The Company's headquarter building, 'Virginia House', which came up on that plot of land two years later, would go on to become one of Kolkata's most venerated landmarks. The Company's ownership progressively Indianised, and the name of the Company was changed to I.T.C. Limited in 1974 . In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Cigarettes & Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery the full stops in the Company's name were removed effective September 18, 2001. The Company now stands rechristened HUL Limited. Firm's Present Status HUL is one of India's leading private sector companies with a market capitalization of nearly US $ 22 billion and a turnover of US $ 5 billion. It is rated as one of the most reputable companies by Forbes magazine. HUL has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology, Branded Apparel, Greeting Cards, Safety Matches and other FMCG products. HUL Agri - business is one of the India largest exporters of agricultural products .It is one of the countrys biggest foreign exchange earners, US $ .2 billion in last decade.

Market size and Description: The shampoo market in India was estimated at Rs. 21.41 billion per annum as of February 2008, growing annually at a rate of 14.5 percent. The market was dominated by India's largest fast moving consumer goods company, Hindustan Unilever Ltd. (HUL), and one of the world's largest consumer goods companies, Procter & Gamble Company (P&G) CavinKare Pvt. Ltd. (CavinKare) and Dabur India Ltd. (Dabur) were other significant players in this highly competitive market (Refer to Figure I for the market share of the top companies in the Indian shampoo market)... Hair Care - Shampoos The shampoo market in India is valued at Rs 4.5 bn with the penetration level at 13% only. The market is expected to increase due to lower duties and aggressive marketing by players Shampoo is also available in a sachet, which is affordable and makes upto 40% of the total shampoo sale. The Indian shampoo market is characterized by a twinbenefit platform: cosmetic and anti-dandruff. It is basically an upper middle class product, as more than 50% of the consumers use ordinary toilet soap for washing hair. While the awareness level is high, the penetration level is very low even in the metros which is only 30%. Urban markets account for 80% of the total shampoo market, The penetration level is rapidly increasing due to decline in excise duty, which was 120% in 1993 to 30% currently. Shampoo market Size in India: Size of shampoo market - 930 Cr Anti - Dandruff Shampoo - 20 % of above Sachet Sales - 70 % of above Shampoo Awareness in India: Urban areas - 90 %, accounting for 80 % of shampoo sold in the country

Rural areas - 80 %, accounting for 20 % of shampoo sold in the country Shampoo Usage: Per Capita consumption of Shampoo in India - 13 ml Per Capita consumption of Shampoo in Indonesia - 160 ml Per Capita consumption of Shampoo in Thailand - 330 ml Shampoo Penetration in India: All India Shampoo - 14 % Urban - 40 % Rural - 10 % Growth in Shampoo Market Average Growth over the last few yrs - > 20 % Expected Average growth over the next few yrs - 25 % AD segment is the fastest growing segment, growing at 10 - 12 % every year. H & S growing at 15 - 20 % every year. Evolution of Shampoo in India: HLL undisputed leader from the early 90s

Sunsilk launched in 1964 (General Shampoo platform ) Clinic Plus launched in 1971 (Family, health shampoo platform ) Clinic All Clear launched in 1987 (Therapeutic AD Shampoo )

Sunsilk re-launched in 1987 - Shampoo + Conditioner ( Beauty platform ) with Sachet SKU

 HLL Goes rural with Sachet

Clinic Active launched in 1991 (with Pro Vitamin B - health platform )

Entry of Competition Why did competition Enter India Teeming millions Burgeoning middle class Westernized youth Low penetration levels Huge untapped market Shampoo Boom in India In mid 1997, per capita consumption of Shampoo increased Of the Rs. 350 Cr. Shampoo market, the AD segment accounted for a 20 % share P & G launched its Internationally acclaimed A & D shampoo H & S in 1997 with Zinc Pyrithine ( ZPT ) - a unique anti-microbial agent. There were 2 variants - regular and menthol Sachet sale became 40 % of all shampoo consumption in the country

Project Objective
1 : To 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 of SUNSILK. 5: To know about the 4 Ps of Sunsilk.

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures

This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers

I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which

research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit by which it is clear that the existence of the can directly head for the conclusive problem is obvious .So, I

In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

MARKET ANALYSIS

COMPANY PROFILE

"We are thrilled to launch this community as we see it as Sunsilk's defining interface for its consumers."
Hindustan Unilever executive
COMPANY OVERVIEW

HUL Introduction

Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a merger between British soap maker Lever Brothers and Dutch margarine producer Margarine Union. The merger was beneficial to both companies as palm oil was a major raw material for both margarine and soap and could be imported more efficiently in larger quantities. Largest fast moving consumer goods company with leadership in home and personal care products, foods and beverages and specialty chemicals. First foreign subsidiary to offer 10% of its equity to Indian public.

HUL Mission

 Unilever's mission is to add vitality to life. We meet everyday needs for nutrition, 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.

Launching Sunsilk in INDIA

Understand the issues and challenges in launching a brand in the market. Study the hair care market in India and examine how Unilever launched Sunsilk in the country. Analyze the promotional strategies adopted by Unilever to promote the Sunsilk brand in India, particularly the Hairapy and the global Life Cant Wait campaign. Analyze the future prospects of Sunsilk brand in India and explore strategies that the company can adopt. Largest beauty shampoo brand in the country.

Positioned as the 'Hair Expert'

Sunsilk was a leading brand of Unilever, marketed in more than 50 countries in Asia, Latin America, the Middle East and North Africa. It was launched in India in 1964. In the initial years in India, Sunsilk was a cosmetic beauty shampoo. Within ten years of its launch in India Sunsilk launched a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India.

In the India, Unilevers goal was to position Sunsilk as a brand that understood the problems faced by women and their needs and preferences. Sunsilk had a range re-launch in 2006 followed by launch of new variants in 2007 when conditioners, Livon and hair masks were introduced transforming Sunsilk into a complete hair care brand

Hindustan Unilever launched the Gang of Girls website in June 06.

Indias first online girl community concept.

On the international level the likes of Madonna and Shakira is used in television community. In India it has roped in actress-

Priyanka Chopra

MARKETING STRATEGIES
PRODUCT
Currently, the range consists of: Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful. Black Sunsilk with Melanin from Plant Extracts:

Dull hair needs a rich black shine. New Sunsilk 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 rich black shine. . Green Sunsilk with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. New sunsilk with Fruitamins 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 Sunsilk with yoghurt proteins :

Dry hair needs wholesome conditioning, extra shine and style. New Sunsilk 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 Sunsilk with active nutrients from Citrus Extracts: The advanced formula of orange Sunsilk 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 sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it. Customer Review of Product Usage

PRICING
HINDUSTAN 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 Re 1 and 2 for Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value. Sunsilk is also available in Rs 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 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, HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits.

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. Sunsilk 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 Hairapy 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 Fashion Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country. Hoardings Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences Advertising

HINDUSTAN UNILEVER believes that messages about product delivered by 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 to products itself, they can relate to a human being who consumers believe is an expert 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 OF SUNSILK 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. o Gang of Girls events at 60 college festivals, malls and multiplexes across India. Sunsilkgangofgirls.com benefited from redirect from Sunsilknaturals.com. o 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 to power of social networking.

As far as brand is concerned plus side for sunsilk here is ability to use power of technology to position brand successful and create following among niche users whom must have generated enough feedback for the brand to understand demographic served. Other brands need to take a cue from here and understand how web can be used as an effective brand delivery/promotion tool.

PLACE

Distribution Objective: To reach as many towns and villages as we can HINDUSTAN UNILEVER has 150 distributors whose function is to sell to wholesalers directly. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated. OUTLETS, RETAILERS

Buying behavior and Competitive analysis HUL Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', ' Sunsilk Di Wills' ' Sunsilk UltraPro', ' Sunsilk ' and 'Superia' brands has received encouraging consumer response and is being progressively extended nationally. HUL state-of-the-art manufacturing facility meets stringent requirements of hygiene and benchmarked manufacturing practices. Contemporary technology and the latest manufacturing processes have combined to produce distinctly superior products which rank high on quality and consumer appeal. Extensive insights gained by HUL through its numerous consumer engagements have provided the platform for its R&D and Product Development teams to develop superior, differentiated products that meet the consumer's stated and innate needs. The product formulations use internationally recognised safe ingredients, subjected to the highest standards of safety and performance. Sunsilk Pro color Between February and June 2008, HUL expanded its personal care portfolio with the launch of Vivel Di Wills and Vivel brands. Vivel Di Wills, a range of soaps, and Vivel, a range of soaps and shampoos, cater to the specific needs of a wide range of consumers. Vivel Di Wills and Vivel are high quality ranges of soaps and shampoos for the upper-mid and mid-market consumer segments. All products offer a unique value proposition of bringing together ingredients that provide the benefit of Nourishment, Protection and Moisturisation through one product, hence providing the ever discerning consumer complete care, which makes her beautiful and confident. The Vivel range of shampoos is available in three variants: Sunsilk Shine & Glow is suitable for dull to normal hair and is enriched with Green Tea Extract and Conditioners. It adds shine to hair. Vivel Soft & Fresh is suitable for dry to normal hair and contains Extra Conditioners and Soya Protein. It makes hair soft and fragrant. Vivel Volume & Bounce is suitable for oily to normal hair and contains Jojoba Oil and Conditioners. It adds volume and bounce to hair. The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the umbrella brand Vivel in December 2008. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation.

ABOUT COMPETITORS
INTRODUCTION OF HUL COMPETITION PRODUCT

Clinic Plus Health shampoo was launched in India in the year 1987. It is India's largest Selling shampoo, offering the five most important hair health benefits: strengthens Weak hair, prevents hair breakage, softens rough dry hair, shine for thick and Healthy hair, and contains anti-dandruff ingredient. The franchise also includes Clinic All Clear Total, first introduced in 1996. It is a dual Shampoo it not only fights the last dandruff flake, but also adds back lost nutrients To make hair healthy and beautiful. Clinic All Clear Total is a dandruff solution for Everyday use. V/S Sunsilk Protect Active Health shampoo The Sunsilk range of shampoos has been launched to cater to the large popular market in the personal care category. The products under the Sunsilk brand are made from scientifically developed formulations enriched with natural ingredients that have traditionally been known to be good for the skin and hair. The range offers consumers access to some of the best-in-class products in vibrant attractive packaging.

DATA ANALYSIS AND INTERPRETATIOB

Q 1-WHAT IS THE CUSTOMER VIEW WHEN THEY PURCHASE THE PRODUCT S. NO (a) (b) (c) (d) (e) OPTION NO OF RESPONDENT LOOKS QUALITY 10 LOOKS PRISE 07 LOOKS FOR SIZE 03 QUALITY & SIZE BOTH 26 SIZE & PRISE 54

Q2-WHAT CRITERIA YOU APPLY WHEN YOU SALE YOUR PRODUCTS? S. NO (a) (b) (c) (d) (e) OPTION NO OF RESPONDENT 20 16 20 15 29

FOCUS ON QUALITY FOCUS ON PRISE FOCUS ON COMPANY NAME FOCUS ON SIZE FOCUS ON MARGIN

Q3-WHICH TYPE SHAMPOO CUSTOMER PREFER TO PURCHASE? S. NO

(a)

OPTION SUNSILK LUX,CLINIC PLUS,DOVE PANTEEN VATIKA OTHER

NO OF RESPONDENT 28 47 21 04 00

(b) (c) (d) (e)

Q4-WHY CUSTOMER LIKE TO PURCHASE HUL SHAMPOO? S. NO

1.

OPTION

NO OF RESPONDENT 08 39 14 34 05

TRUST ON HUL 2. HUL HAVE A QUALITY PRODUCT 3. HUL HAVE VARIOUS RANGE 4. ALL OF THEM 5. NONE OF THEM

Q5-DO YOU INSIST CUSTOMER TO PURCHASE HUL PRODUCT? S. NO 1. 2. 3. OPTION YES NO SOME TIME NO OF RESPONDENT 46 22 32

Q6-DO YOU LIKE TO PURCHASE HUL SAMPOO IN BULK? IF YES THEN............ S. NO 1. 2. 3. 4. 5. OPTION WEEKLY MONTHLY QUATRLY YEARLY NEVER NO OF RESPONDENT 68 07 00 00 25

Q7-HOW FOR DO YOU THINK HUL HAVE CAPTURED THE CUSTOMER PRIFERNCE? S. NO 1. 2. 3. OPTION ON SMALL SCALE ON LARGE SCALE SO-SO NO OF RESPONDENT 48 18 34

Q8- WHICH PROBLEM YOU FACE TO SALE THE HUL PRODUCT? S. NO 1. 2. 3. 4. 5. OPTION PRICE OF PRODUCT SIZE LACK OF AWARENESS BRAND LOYALITY ANYOTHER NO OF RESPONDENT 21 46 12 04 17

Q9-HOW CAN YOU DECIDE THAT YOU PURCHASE & SALE THE PRODUCT? S. NO 1. 2. 3. 4. 5. OPTION NO OF RESPONDENT 02 03 17 35 43

QUALITY COMPANY NAME MARGIN MARGIN & COMPANY NAME QUALITY & MARGIN

FINDINGS

HUL LTD can covered and capture huge market in personal care product, Because there is a scope.

Some company give good margin, so the shopkeeper purchase their product. There are consumer belongs form popular segment which are not brand loyal.

The trust in HUL LTD and know that the company give quality product.

Offer pack or consumer offer pack mostly sales. Some time there is a demand but no fulfilment.

SUGGESTION SUGGESTIONS The company should focus on fulfilment of the demand of the whole sale distributor ,because he has to keep inventory in access. Some time shopkeeper said for shampoo thing has no inventory to fulfil the order. Company have to give the margin on product to sale the product . A shopkeeper thinks that Vivel & other product which I have insist to sale then I have to sale those things which give me more profit.

HUL LTD give the promo offer and also give the discount , but the company gave discount on same. There is no different to take 100 ml shampoo or 200 ml shampoo, there is discount is same on cfc. HUL LTD give lesser discount with respect to other competitors

Segmentation, Targeting, and Positioning Segmentation The division of a market into different homogeneous groups of consumers is known as market segmentation. Rather than offer the same marketing mix to vastly different customers, market segmentation makes it possible for firms to tailor the marketing mix for specific target markets, thus better satisfying customer needs. Not all elements of the marketing mix are necessarily changed from one segment to the next. For example, in some cases only the promotional campaigns would differ. A market segment should be: measurable accessible by communication and distribution channels different in its response to a marketing mix durable (not changing too quickly) substantial enough to be profitable A market can be segmented by various bases, and industrial markets are segmented somewhat differently from consumer markets, as described below. Consumer Market Segmentation

A basis for segmentation is a factor that varies among groups within a market, but that is consistent within groups. One can identify four primary bases on which to segment a consumer market: Geographic segmentation is based on regional variables such as region, climate, population density, and population growth rate. Demographic segmentation is based on variables such as age, gender, ethnicity, education, occupation, income, and family status. Psychographic segmentation is based on variables such as values, attitudes, and lifestyle. Behavioral segmentation is based on variables such as usage rate and patterns, price sensitivity, brand loyalty, and benefits sought. The optimal bases on which to segment the market depend on the particular situation and are determined by marketing research, market trends, and managerial judgment. The shampoo market in India has changed significantly since the 1960s when it first became a lifestyle product in urban homes. As of 2009, it was a very competitive market with dominant players such as Hindustan Unilever Ltd. and Procter & Gamble Company. Analysts expect competition in the market to intensify further. The market is marked by intense competition from domestic as well as multinational companies. The changing dynamics in the industry coupled with comparatively low penetration rates offer the players in this market the opportunity to grow in both the top and bottom ends of the market.

Segmentation strategies The new segmentation strategy will include two types of segmentation 1. Geographical Segmentation Rural Marketing Vivels are high quality ranges of shampoos for the upper-mid and mid-market consumer segments. As these segments mostly prevail in urban areas vivel was losing

a greater share of markets. So the new strategy will be to capture the rural untapped market which accounts for 20% of shampoo sold in the country .Though the shampoo awareness in rural areas is high as 80% sales are considerably low. So it would be a challenging task for Vivel to capture that market Why rural market . Half the national income is generated in the Rural India.

2/3rd of the population lives here.

A World Of Opportunities and Challenges Traditional Outlook Large and Scattered market Major income from Agriculture

Behavioral segmentation

Shampoo market is segmented on following benefit platforms

Cosmetic ( shine, health, strength ) Anti - Dandruff Herbal

With Vivels availability in both Cosmetic and anti-dandruff ranges of shampoos as per benefit platform, herbal ranges are left untouched . So a new shampoo will be created keeping herbal in mind .

New Target Audience Vivel is a high quality range of shampoos which were created keeping the following target audience in mind:

Upper middle class

Middle class and house wives Upper class rural consumers Teenagers.

But the new target audience will include

Lower Middle Class Semi Rural Monthly household income of Rs 1500 3000 Females in age group of 16 - plus

Positioning Positioning is about building a single-minded value proposition in the mind of the consumers. Positioning gives consistency to the other 4Ps. The Vivel range has to live up to the brand promise of HUL and at the same time, focus on psychographics, product aesthetics and create a feel of natural elements.The new positioning will focus on herbal attribute of the products as the older ranges of vivel shampoo already has the nature attribute .

Communication Objectives

The objectives of marketing communications are concerned primarily with information and education about companies and their products and services, and ultimately with consumer purchase and satisfaction, together with achievement of corporate goals such as profits, return on investment, growth, and market shares. However, purchase behavior is typically the end result of the consumer decisionmaking process and the marketing communicator wishes to move the target audience through several stages of readiness to buy.

The objectives of our campaign are as follows To create an emotional advertisement campaign where people can relate themselves with vivel. To gain 80% of awareness of the vivels new herbal shampoo in the market in the first quarter and stimulate trial purchase by offering quantity discount incentives. To communicate vivels extension in the sachet segment . To gain 60% awareness of vivel in rural areas by 1 month

Develop and maintain regular use of vivel shampoo among 20% of target audience.

Send representatives from HUL to rural areas where people hardly use shampoo, and educate them about the usefulness of shampoo.

As the new target market is rural areas the new strategy would be to focus on, the radio and on daily local newspaper to reach a lot of customers Direct marketing will be the highest priority in IMC plan as it has been found by research that huge population of India has either no knowledge or has wrong knowledge herbal shampoo . So a well designed web site will provide all facts about vivels herbal shampoo.

Budget Request All the allocation is based on the idea that dare to think out of box and make vivel a ultimate success. So the budget would be allocated on the basis of IMC objectives which are always in line with the marketing objectives. So the budget allocation goes like this: a. b. c. d. e. f. g. ADVERTISING DIRECT MARKETING SALES PROMOTION PUBLIC RELATIONS SPONSORSHIP PERSONAL SELLING INTERNET MARKETING TOTAL 0.5 CRORE 0.5 CRORE 0.25 CRORE 0.25 CRORE 1 CRORE 1 CRORE 0.5 CRORE 4 CRORES

RECOMMENDATIONS
Emphasis on quality and results By adding free products or offerings Attractive packaging New emerging countries Global expansion Shampoos for seniors and male segment after doing hormonal and environmental research. If dermatologist consult must be there which helps company to formulate new Shampoos

Message Strategy: Vivel shampoos cater to the specific needs of a wide range of consumers. This is a high quality range of shampoos for the upper-mid and mid-market consumer segment. This product offers a unique value proposition of bringing together ingredients that provide the benefit of Nourishment, Protection and Moisturisation through one product, hence providing the ever discerning consumer complete care, which makes the consumer beautiful and confident.

Objective: HUL one of Indias largest players in the FMCG sector in the month of June 2008 has come out with a new range of shampoos Vivel shampoo in line with its aspiration to offer world class products to the Indian consumer. Key Benefits: The product portfolio was further enhanced with the launch of Ultrapro anti-dandruff shampoo under the same umbrella brand Vivel in December 2008. Ultrapro promises to fight dandruff twice as effectively while also providing care for hair through the plus plus benefits of Nourishment and Moisturisation. Claims and Promises: The Vivel range of shampoos is available in three variants: Vivel Shine & Glow suitable for dull to normal hair and is enriched with Green tea extract and conditioners. It adds shine to hair. Vivel Soft & Fresh suitable for dry to normal hair and contains Extra conditioners and soya protein. It makes hair soft and fragrant. Vivel Volume & Bounce suitable for oily to normal hair and contains Jojoba oil and conditioners. It adds volume and bounce to hair. Support, reassurance:

1. The success of HUL other products and Fiama Di Wills will help this product to be successful. 2. The media is carrying the message efficiently and effectively. 3. HUL has efficiently used every promotional media for its new product. 4. Gives the total brand experience created by all contact points for the brand. Media Mix and Objectives: Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. A product or service is advertised to create awareness in the minds of potential buyers. Advertising is actually brand-

building through effective communication and is essentially a service industry. It helps to create demand, promote marketing system and boost economic growth.

We are required to determine which elements will be included in the IMC mix. We are required to determine the optimal mix of elements which will allow us to achieve the overall IMC objectives. It is important to recognize the advantages and limitation of the various promotional elements and the ability to gain synergies by using a mix of elements. The various elements that are included in the IMC mix must work together to deliver a consistent and persuasive message. Major methods for advertising: Magazines: Magazines ads can be quite expensive. Fashion or movie magazines such as Femina Cosmopolitan Filmfare will be very useful because it mainly focuses on youth and fashion hence helping to capture the target market and potential customers. Newspapers: Now a day almost everyone reads the local, major newspapers. We can explain the specifications of the product in newspapers by placing ads. Radio announcements: A major advantage of radio ads is they are usually cheaper than television ads, and many people still listen to the radio, especially in metros while travelling. Ads are usually sold on a package basis that considers the number of ads, the length of ads and when they are put on the air. A major consideration with radio ads is to get them announced at the times that our potential customers are listening to the radio. Television ads: They are more expensive than most of major forms of advertising. However, with the increasing number of television networks and stations, businesses might find good deals for placing commercials advertisements. Television ads usually are priced with similar considerations to radio ads, that is, the number of ads, the length of ads and when they are put on the air. We can also sponsor some of the TV shows. Right now Vivel shampoo has sponsored Super Singer a reality show in Telugu, and has also stepped forward to sponsor a Bengali reality show. Web Pages: Now, advertising and promotions on the World Wide Web are almost commonplace. Businesses are developing Web pages sometimes just to appear up-todate. Also promoting the brand through social networking sites will always helpful.

Sales Promotion/Special events: This trend to attract attention can include announcing a major program or service or campaign, arranging a beauty contest or arrange instant hair care clinic sponsored by Vivel etc. E.g.: HUL is offering Vivel Di Wills shampoo (200 ml) free with its 75 gm bathing soap for Rs 89. HUL brands are new hence marketing efforts are geared towards enhancing consumer engagement and trial. Articles: If there is any strong impression about the product it can be published in web or news paper. Consider writing an article for the local newspaper or a magazine. In the article we can also use the opportunity to compare our product with other products by customer responses. E.g.: Vivel shampoo a quality product launched by HUL private ltd. few months back. It really is a world class shampoo and gives the hair a smooth and silky feel. Actually I am a bit skeptic about using new products but my sister who had been using it for quite a while forced me to try the product .She had a very rough and dry hair and within months of using the shampoo it became smooth and silky so I got a kind of jealous and wanted to try the product after all who doesnt want a long silky hair. Its pretty cheap and is within the range of any common man and I first tried out the Black Vivel shampoo which my Sister was using. I must say that I liked it from the very first use as it gave me a clean and smooth feeling. My hair too was quite dry and rough so I decided to continue using the product and discard the other shampoo I was using. I have been using the shampoo regularly for the past 2 months or so and I am very much satisfied with the results. The hair has got smoother and the roughness has almost disappeared and one additional benefit is that it also has controlled my hair fall considerable. It is not a hair fall control shampoo but I am happy that the shampoo suits me and has improved the health of my hair considerably.

Evaluation Program

Our product has reached most of the audience in the south-India and most of the places are covered in Sagar. It has also reached the demographic peoples of above 15 to below 30 aged customers. Mostly consumers purchasing sachets in daily basis and bottles are consumed in weekly and monthly basis. In the geographical allocation, we have covered Metro cities, Two-Tier and Three Tier sectors for the promotional activities of our product. The budget allocated for media and promotional activities in the last year i.e., 2008-09 was 13 lakhs in all the covered area. As we establish that this promotional activities made huge impact on increase in sales of the product, so we decided to enhance the promotional activities to attract most of the customers. In this year budget allotment for promotional activities are 19 lakhs overall i.e., 10-12 lakhs for most of the Metro-cities, 4-5 lakhs for Two-Tier, 1-2 lakhs for Three-Tier sectors. The promotional activities like door-to-door campaign, open stall counters, promotional events etc., through this activities we could catch the attention of most of the primary consumers.

 The media used for the promotional activities are print media like magazine (size-wise, audience-wise and geography-wise) and Newspaper (display advertisements and pamphlet advertisements) and also promoting through television. Todays generation were mostly spending their time in television so it is one of the best media to attract the younger generation. Most newspapers covers massive group of audience, so print media can be one of the best supports to attract other customers.

Bibliography

http://www.HULportal.com/sets/personalcare_frameset.htm http://www.brainmass.com/homework-help/business/marketing/85827 www.lse.ac.uk/.../HIVIEWandEQUITYtheShampooCaseStudy.htm www.strategyonline.ca/articles/magazine/20030421/shewchuk.html www.imc.net.au/resources

Questionnaire Q 1-WHAT IS THE CUSTOMER VIEW WHEN THEY PURCHASE THE PRODUCT? (a) LOOKS QUALITY (b) LOOKS PRISE (c) LOOKS FOR SIZE (d) QUALITY & SIZE BOTH (e) SIZE & PRISE Q2-WHAT CRITERIA YOU APPLY WHEN YOU SALE YOUR PRODUCTS? (a) FOCUS ON QUALITY (b) FOCUS ON PRISE (c) FOCUS ON COMPANY NAME (d) FOCUS ON SIZE (e) FOCUS ON MARGIN Q3-WHICH TYPE SHAMPOO CUSTOMER PREFER TO PURCHASE? (a) Sunsilk (b) LUX,CLINIC PLUS (c) PANTEEN (d) VATIKA (e) OTHER Q4-WHY CUSTOMER LIKE TO PURCHASE HUL S SHAMPOO? (a) TRUST ON HUL (b) HUL HAVE A QUALITY PRODUCT (c) HUL HAVE VARIOUS RANGE (d) BOTH OF THEM (e) NONE OF THEM Q5-DO YOU INSIST CUSTOMER TO PURCHASE HUL PRODUCT? (a) YES (b) NO (c) SOME TIME Q6-DO YOU LIKE TO PURCHASE HUL SHAMPOO IN BULK? IF YES THEN............ (a) MONTHLY (b) WEEKLY (c) YEARLY (d) QUATRLY (e) NEVER

Q7-HOW FOR DO YOU THINK HUL HAVE CAPTURED THE CUSTOMER PREFERNCE? (a) ON SMALL SCALE (b) ON LARGE SCALE (c) SO-SO Q8- WHICH PROBLEM YOU FACE TO SALE THE HUL PRODUCT? (a) PRICE OF PRODUCT (b) SIZE (c) LACK OF AWARENESS (d) BRAND LOYALITY (e) ANYOTHER Q9-HOW CAN YOU DECIDE THAT YOU PURCHASE & SALE THE PRODUCT? (a) QUALITY (b) COMPANY NAME (c) MARGIN (d) MARGIN & COMPANY NAME (e) QUALITY & MARGIN Q10-ANY SUGGESTION FOR COMPANY?