1.

INDUSTRY PROFILE

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1.1FMCG Overview and Outlook

Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer packaged goods. Items in this category include all consumables (other than groceries/pulses) people buy at regular intervals. The most common in list are toilet soaps, detergents, shampoos, toothpastes, shaving products, shoe polish, packaged foodstuff, household accessories and extends to certain electronic goods. These items are meant for daily of frequent consumption and have a high return. FMCG is the fourth largest sector in the Indian economy with a total market size of Rs. 60,000 crores. FMCG sector generates 5% of total factory employment in the country and is creating employment for three million people, especially in small towns and rural India. Fast Moving Consumer Goods (FMCG) industry has a long history. However, the Indian FMCG industry began to take shape only during the last fifty-odd years. To date, the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to crystallize in terms of definition and market size, among others. After all, it is an industry which touches every aspect of human life, from looks to hygiene to palate. Perhaps, defining an industry whose scope is so vast is not easy. The fast moving consumer goods (FMCG) industry has been moving slow for the last couple of years, due to saturation of demand in urban areas and due to difficulties in expanding to rural markets. The industry, historically branded as defensive sector, has found itself vulnerable to economic slowdown. One of the largest direct and indirect employment providers, the sector has strong backward linkages to spur growth of other industries, and in turn, the economy. Prolonged reception and poor agricultural output has affect output has affected the FMCG sector now for quiet sometime. The competition is hectic and unorganised players are making things difficult for the organised FMCG marketers.

1.2Analysis of FMCG Sector

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Strengths
1. Low operational costs 2. Presence of established distribution networks in both urban and rural areas 3. Presence of well-known brands in FMCG sector

Weaknesses
1. Lower scope of investing in technology and achieving economies of scale, especially in small sectors 2. Low exports level 3. Me-too products, which illegally mimic the labels of the established brands. These products narrow the scope of FMCG products in rural and semi-urban markets.

Opportunities
1. Untapped rural market 2. Rising income levels 3. Large domestic market 4. Export potential 5. High consumer goods spending

Threats
1. Removal of import restrictions resulting in replacing of domestic brands 2. Slowdown in rural demand 3. Tax and regulatory structure

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LONG TERM OUTLOOK

The Indian FMCG sector with a market size of US$13.1 billion is fourth largest sector in the economy. A well established distribution network, intense competition between the organised and unorganised segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010

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1.3INDUSTRY PROFILE
Shampoo in India was derived from the Hindi word Champi meaning hair massage. The introduction of shampoo in India dates back to the British reign in the country. Being a recent development the growth of shampoo or rather the penetration levels of shampoo in the India has been commendable. The shampoo market in India is estimated to be Rs 2,500-3,000 crore. The shampoo market is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti-dandruff, the shampoo market in India has managed to tap users of the various segments according to their requirements and preferences. Due to the continuous efforts of the top shampoo brands in India penetration of shampoos in urban areas is almost 100%. As far as penetration of shampoo in the rural areas is concerned it has risen by almost 18% in the current scenario. The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in India is Hindustan Unilever Limited. The top three most sought after brands Sunsilk, Dove and Clinic are produced by HUL. The company holds a 44% market share in the Indian shampoo industry. It is said that HUL earns almost 8% of its revenue from the sale of these products The other recent brand that has taken the Indian personal care industry by storm is Pantene. Since its very inception the brand was a best seller. A product of FMCG giants Proctor and Gamble Pantene has slowly and steadily managed to capture quite a large amount of the Indian market. Proctor and Gamble the second top shampoo brand in India holds a market share of around 25% in the Indian shampoo industry. The revenue earned from the ale of shampoos from Proctor and gamble is almost 17%. Together these two major players constitute a major part of the Indian shampoo industry. Both these players with their numerous brands dominating the Indian shampoo market are continuously trying to outdo one another by introducing different marketing schemes. Be it in the form of price cuts, discounts or increasing the size of the shampoo sachets without any extra costs these two to shampoo producing companies are at a continuous price war.

1.4MAJOR PLAYERS
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Sr. No. 1 2 3 4 5 6 7

Shampoos Dove Sunsilk Pantene Garnier Fructis Vatika Clinic plus Head & Shoulders

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2. COMPANY PROFILE

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Type Traded as Industry Founded Headquarters Key people Director) Products Revenue Net income Employees

Public BSE: 5006 Consumer goods 1932 Mumbai, Maharashtra, India Harish Manwani (Chairman), Nitin Paranjpe (CEO and Managing

Home & Personal Care, Food & Beverages 19,401 crore (US$3.87 billion) (2010-2011)[1] 2,305 crore (US$459.85 million) 16,500 (2011)

Parent Unilever Plc (52%)

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2.1INTRODUCTION
2.1.1NAME:
Hindustan Unilever Limited (HUL) is India's largest fast-moving consumer goods company based in Mumbai, Maharashtra.

2.1.2REGISTERED ADDRESSES:
Hindustan Unilevers corporate headquarters is located at Andheri (E), Mumbai. The campus is spread over 12.5 acres of land and houses over 1600 employees. Some of the facilities available for the employees include a convenience store, a food court, an occupational health centre, a gym, sports & recreation centre and a day care centre.

2.1.3BRIEF HISTORY:
HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has an employee strength of over 16,500 employees and contributes to indirect employment of over 65,000 people. The company was renamed in June 2007 as Hindustan Unilever Limited. Lever Brothers started its actual operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG). 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. Hindustan Unilever Limited (HUL) is a subsidiary of Unilever; one of the worlds leading suppliers of fast moving consumer goods with strong local roots in more than 100 countries across the globe with annual sales of about 40 billion. HUL is the first foreign subsidiary to offer 10% of its equity to Indian public.
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Hindustan Unilever Limited (HUL) was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd. It is headquartered in Mumbai, India and has employee strength of over 15,000 employees and contributes to indirect employment of over 52,000 people. The company was renamed in June 2007 as Hindustan Unilever Limited. Hindustan Unilever Limited (HUL) is India's largest Fast Moving Consumer Goods Company, touching the lives of two out of three Indians with over 20 distinct categories in Home & Personal Care Products and Foods & Beverages. The companys Turnover is Rs. 17,523 crores (for the financial year 2009 - 2010). In 2009 Unilever has about 52% shareholding in HUL. Hindustan Unilever was recently rated among the top four companies globally in the list of Global Top Companies for Leaders by a study sponsored by Hewitt Associates, in partnership with Fortune magazine and the RBL Group. The company was ranked number one in the Asia-Pacific region and in India.

2.1.4HUL VISION:
The four pillars of HUL vision set out the long term direction for the company where we want to go and how we are going to get there: work to create a better future every day help people feel good, look good and get more out of life with brands and services that

are good for them and good for others. will inspire people to take small everyday actions that can add up to a big difference for

the world. will develop new ways of doing business with the aim of doubling the size of our

company while reducing our environmental impact.

2.1.5HUL MISSION:
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To help people feel good, look good and get more out of life with brands and services that are good for them and good for others. It is a mission HUL shares with its parent company, Unilever. Hindustan Unilever's distribution covers over 2 million retail outlets across India directly and its products are available in over 6.4 million outlets in the country. As per Nielsen market research data, two out of three Indians use HUL products.

2.1.6ORGANISATIONAL STRUCTURE:
An organizational structure consists of activities such as task allocation, coordination and supervision, which are directed towards the achievement of organizational aims.It can also be considered as the viewing glass or perspective through which individuals see their organization and its environment. Organizations are a variant of clustered entities. An organization can be structured in many different ways, depending on their objectives. The structure of an organization will determine the modes in which it operates and performs. Organizational structure allows the expressed allocation of responsibilities for different functions and processes to different entities such as the branch, department, workgroup and individual. Organizational structure affects organizational action in two big ways. First, it provides the foundation on which standard operating procedures and routines rest. Second, it determines which individuals get to participate in which decision-making processes, and thus to what extent their views shape the organizations actions

2.1.7AWARDS AND ACHIEVEMENTS:

HUL was one of the eight Indian companies to be featured on the Forbes list of Worlds Most Reputed companies in 2007. In 2011, HUL was named the most innovative company in India by Forbes and ranked 6th in the top 10 list of most innovative companies in the world.

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HUL was ranked 39th in The Brand Test Report (2011) published by Trust Research Advisory. Seven HUL brands also featured in the list: Lux, Ponds, Dove, Lakme, Axe, Sunsilk and Pepsodent. HUL emerged as the top Dream Employer as well as the top company considered for application in the annual B-School Survey conducted by Nielsen in November 2010. This was the second successive year that HUL has been rated as the top Dream Employer in India. HUL has also emerged as the top employer employer of choice among the top six Indian Institutes of Management. HUL bagged three awards at the 'CNBC Awaaz Storyboard Consumer Awards in 2011 - Most Recommended FMCG Company of the Year; Most Consumer Conscious Company of the Year and Digital Marketer of the Year. The company was felicitated in April 2010 for receiving the highest number of patents in the year 2009 at Annual Intellectual Property Awards 2010. In 2007, Hindustan Unilever was rated as the most respected company in India for the past 25 years by Businessworld, one of Indias leading business magazines. The rating was based on a compilation of the magazine's annual survey of Indias most reputed companies over the past 25 years. HUL is one of the country's largest exporters; it has been recognised as a Golden Super Star Trading House by the Government of India.

2.1.8HULS Purpose & Principles:

Our corporate purpose states that to succeed requires "the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact."

2.1.9Always working with integrity:

Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility.

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2.1.10Positive 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.

2.1.11Continuous 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.

2.1.12Setting 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.

2.1.13Working 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.

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3. FINDING OF THE STUDY SUNSILK

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3.1INTRODUCTION
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. 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 Number 1 in Asia, Latin America and the Middle East having sales of more than 1 billion a year. It is marketed in other brand names as Elidor, Hazeline, Seda and Sedal. The Brand Sunsilk was launched in 1954 in the UK. The brand included a range of shampoos, conditioners, and other styling products. By 1959, it had become a well-known hair care brand and was available in 18 countries worldwide... It was launched in India in 1964. It is the HUL shampoo brand for the Aspiring or midsegment specially women. The intended positioning of the brand over the years has changed from Shampoo plus cosmetic to Beauty Shampoo to Hair Expert. Recently Sunsilk and HUL won the highly acclaimed Guinness World Record for the most heads of hair washed and styled in one day. But over the years there has been constant effort to add emotional appeal to the brand. Currently following is what the HUL site says about the brand: It knows you, and hence knows exactly what your hair needs. Based on different customer needs Sunsilk offers different variants. Target segment for Sunsilk being aspiring young women most Sunsilk ads show young women getting their hair problems solved by using Sunsilk shampoo. The tagline of most Sunsilk ads: Baalon Mein Dhadkan Dil Mein Shararat. A brand extension of Sunsilk was the launch of Hair Oil. 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 bran
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Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk is Unilevers leading hair care brand, and ranks as one of the Anglo- Dutch conglomerate's billion dollar Brands".

3.2SWOT ANALYSIS
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STRENGTHES:
HUL is one of the largest organizations in India. Company has advanced technology and well skilled professionals. The New Sunsilk Shampoo is a high quality product in terms of hair protection. The target market is educated, professionals and belongs to premium and

Middle class. Company totally owned, systematic distribution network, transparent

Communication system. Participative management style Very good distribution network all over India, in all major and small cities.

WEAKNESSES:
Competitor has strong promotional activities. Customers are offered better alternatives by the competition. Advertisement flawsDevaluation of product Products quality loses its values Poor promotion of free samples No unique identification of product

OPPORTUNITIES:
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Population expanding at a rapid rate. Consumers are becoming more quality conscious Current capacity utilization is 80%, which can be further broadened with the

increase in demand. Customer base is increasing with effective marketing. Baby shampoo is another area where HINDUSTAN UNILEVERs can make

Huge gains. Shampoo plus conditioner and anti-dandruff shampoos are another area

Where HINDUSTAN UNILEVER can earn huge profits. Rural areas are a large prospective market where they can introduce Sunsilk.

THREATS
Political and Economic factors. Partial Government policies. High rate of competition. Local and Foreign competition.

3.3 4PS OF SUNSILK

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3.3.1PRODUCT
Point Of Parity (POP)
For an offering to achieve a point of parity on a particular attribute or benefit, a sufficient number of customers must believe the brand is good enough on that dimension. Like others SUNSILK consists of such POPs are: 1. 2. 3. 4. 5. Dream soft & smooth Stunning Black Shine Lusciously Thick & Long Anti-Dandruff Solution Hair Fall Solution

Point of Difference (POD)

With point of difference, the brand must demonstrate clear superiority. Sunsilks PODs is Cocreation. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair issue variant links to an expert with the relevant specialist hair knowledge.

CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

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.

Individual name:
Unilever follow individual name for setting brand name for their different products, such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care.

Brand Elements:
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Brand elements can play a number of brand building roles. Brand elements are those trademark able devices that identify and differentiate the brand.

Branding strategy:
1. Memorable: every consumers mind catches the brand name. Their marketing programs set the brand name in consumers mind. Their short brand name such as: Dove, ponds, Sunsilk etc are easily memorable. 2. Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer thinks about sunsilk as a product which solve their problem relating with hair. 3. Likable: From our research we found that most of the people like the brand verbally and visually. 4. Protectable: The brand name is legally and competitively protectable. The brand retain their trade mark rights and not generic.

PRODUCT RANGE:
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 colour of hair, giving it a rich black shine. Green Sunsilk with Fruitamins Vitamins from fruit Extracts:

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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.

Sunsilk has teamed up with seven pioneering global hair experts to bring to Australia the worlds first co-created product range for all specific hair types Hailing from fashion hubs of the world New York, London, Paris, Tokyo and Los Angeles the seven hand-picked hair experts have a combined 50 years experience working in the hair industry and were selected for their specialties after an extensive search that lasted almost a year:

Tom Taw (London) Dry & damaged hair Teddy Charles (Paris) Volume Rita Hazan (New York) Colour protection Yuko Yamashita (Japan) Straight Ouidad (New York) Curls Dr Francesca Fusco (NY) Dandruff and Scalp issues Jamal Hammadi (LA) Shine

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3.3.2PRICING

HUL 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

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to make a profit at the value-based price. After the initial price is determined, HUL then uses target costing in order to achieve the required profits.

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3.3.3PROMOTION

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 relaunched 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 campaignenvironment concern ads Music videos Free sample distribution
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 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 along with Hoardings Sponsorships Enhancement of product mix New product formulations according to changing consumer preferences Advertising

HUL believes that messages about product delivered by credible sources can be very persuasive. Hence Jawed Habib who is a 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 andwere telecast instore Sponsor for fashion shows

INNOVATIVE AND UNIQUE STRATEGIES IMPLEMENTED BY SUNSILK IN INDIA

Hindustan Unilever launched theGang of Girls website in June 06.

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Indias first online girl community concept. Gang of Girls site was pushed online and via TV and print. Lots of media mentions as it as a successful branded space. It brought the product in direct contact with target audience. Sunsilk's website Gang of Girls has been relaunched in keeping with the new campaign of the brand for "Sunsilk Co-Creations". With the intent of popularising the four stylists shown in the advertising - Teddy Charles, Jamal Hammadi, Francesca Fusco and Thomas Taw - the new website offers an "expert studio" online where users can get information about each of them, watch their videos and read their blogs.

Gang of Girls events at 60 college festivals, malls and multiplexes across India. 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 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. HUL EXECUTIVE

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3.3.4PLACE
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.

FACTORY

JUST IN TIME DEPOT

CUSTOMER SERVICE PROVIDER

BIG BOX RETAILER

CONSUMER
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3.4MARKETING
The key assumption underline the marketing concept is that in the mid 1950s and beyond generally in order to be successful a company must determine the needs and wants of specific target markets and deliver the desired satisfactions better than the competition.

It is interesting to note that even before the establishment of marketingconcept, there were companies that intuitively realise that an understanding of consumer behaviour critical to their future growth.

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3.4.1COMPETITION AND MARKET SHARE

CLASSES OF COMPETITORS: In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. The major competitor of Sunsilk in rural areas is BIO AMLA

IDENTIFYING COMPETITORS

MARKET SHARE: Sunsilk as a market challenger, they are steadily gaining market share. At present market situation, they capture 34% of total market share.

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4. RESEARCH MATHEODOLOGY

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4.1Definition of research
Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, usually using a scientific method. In the broadest sense of the word, the definition of research includes any gathering of data, information and facts for the advancement of knowledge. Reading a factual book of any sort is a kind of research. Surfing the internet or watching the news is also a type of research.

4.2Objectives of research
1. To know about the Sunsilk. 2. To know about the competitive positing of the Sunsilk. 3. To know about the branding strategies used by Sunsilk. 4. To know about the various promotional strategies of Sunsilk

4.3Type of data collection

Second Hand Data collected from the internet.

4.4Type of research
Type of research conducted is a descriptive research in which major objective is to study the latest marketing strategies by HUL for the branding, targeting and positioning one of their major product Sunsilk.

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4.5Scope of study
Study to which extent theory of marketing is applied to the real market. Study the Marketing strategies used by HUL. Study the S-T-P techniques used in marketing Sunsilk. Know about the 4Ps. Study the SWOT analysis of Sunsilk Study the various Advertising techniques done for the brand

4.6Limitations of study
Provides less information on the basis of holistic marketing. Provides less information about the social responsibility fulfilled by the company.

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5.DATA ANALYSIS AND INTERPRETATION

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Q.1 Do you use Shampoo? Options Yes No No. of people 46 4 % 92 8

Out of 50, 46 said YES and 4 said NO; which means 92% of the people living in Gandhidham uses shampoo and rest of the 8% people do not use shampoo.

Q 2 . How frequently you use your shampoo? Options Daily Thrice Twice Once No. of People 10 12 12 12 % 21.73 26.08 26.08 26.08

out of 46, 10 people daily use their shampoo and 12 people twice use their shampoo and 12 people thrice use their shampoo and 12 people uses their shampoo once in a weak.

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Q3. Which of these brands of shampoo you have used till today (you can choose more than one brand)? Options Sunsilk Head & Shoulders Dove Clear Pantene Pro V Garnier Clinic Plus No. of people 16 11 6 1 7 2 3 % 34.78 23.91 13.04 2.17 15.21 4.34 6.52

Out of 46 people using shampoo, 34.78% of people use Sunsilk shampoo, 23.91% uses head & shoulders, 15.21% of people use Pantene, 13.04% of people use dove, 6.52% of people use clinic plus, 4.34% of people use Garnier and 2.1% of people use Clear. Q4. Are you open trying new brands with distinct features? Options Yes No No. of People 32 14 % 69.56 30.43

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Out of 46 people, 69.56% of the people are usually ready to change their brands, which is a threat for the company. Q.5. How often do you change your Brand? Options a) Very often b) Depends on price of the new c) To experiment with new Brand d) I stay loyal to my brand No. of People 0 6 24 16 % 0 13.04 52.17 34.78

Out of 46 people,13.04% of people change their shampoo depending upon the price of the new brand, 52.17% of people change their to experiment with the new brand, 34.78% of people stay loyal to their brand which is an advantage for the company.

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Q6. Which type of shampoo do you prefer to buy? Options a) 2 in 1 (Shampoo + Conditioner) b) Separate No. of People 24 22 % 52.17 47.82

Out of 46 people 24 wants their shampoos to be together containing both shampoos and conditioners and 22 people are want them to be in separate bottles. So the company should think the average and produce their shampoos according to it. Q7. Do you feel the need of protective shampoos (hair softener, shampoo for stronger hair)? Options a)Yes b)No No. of People 43 3 % 93.47 6.52

Out of 46 people, 43 of the people said yes, they feel the need of protective shampoos (hair softener, shampoo for stronger hair).

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Q8. Which package size do you prefer? Options a. Sachet b. Small Bottle c. Big Bottle d. Any Other (Specify) No. of People 3 9 32 2 % 6.52 19.56 69.56 4.34

Out of 100%, 69.56% of the people prefer to buy big bottles of shampoos, which is an advantage for the company and the company should continue to produce big bottles of shampoos. 9. How do you come to know about the shampoo you are using/have used? Options a. Advertisement b. Free Samples c. From Advice(Beauty parlour, Doctors etc.) d. Events Sponsorship e. Any Other (Specify) No. of People 41 1 1 0 2 % 89.13 2.17 2.17 0 2

89.13% people came to know about their shampoos brand through advertising which means that the brand should not stop advertising their product.

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12. From where do you learn about the brand you are currently using? Options a.TV Advertisements b.Banners/ Hoardings c. Newspaper d. Shopkeeper e. Radio f. Any Other (Specify) No. of People 37 0 4 4 0 1 % 80.43 0 8.69 8.69 0 2.17

80.43% people learn about their shampoos brand through TV advertising which means that the brand should not stop advertising their product and then they should also continue advertising through newspapers and shopkeeper and reduce the use of radio, banners and hoardings.

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6. SUGGESTIONS

6.1AREAS OF IMPROVEMENT:
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1. Expanding the total market: Sunsilk is very sensitive to increase its market. 2. New customers: Sunsilk trying to attract buyers who are unaware of the product or who are resisting it because lack of such features. Sunsilk using market penetration strategy, new market segment strategy and geographical expansion strategy for searching new consumers. 3. More usage: Sunsilk recently increase the amount, level and frequency of consumption. It also improves packaging and redesigns the product.

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7.BIBLIOGRAPHY

www.hul.com http://en.wikipedia.org/wiki/Hindustan_Unilever http://www.sunsilk.com/ http://en.wikipedia.org/wiki/Sunsilk http://www.unilever.com/brands/personalcarebrands/sunsilk/index.aspx

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8. APPENDIX

8.1 QUESTIONNAIRE
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Personal Details
Name: Occupation: a. Business b. Student c. Profession d. Service e. Any Other (Specify) Contact number: Income: a. 2 lacs b. Above 5 lacs c. Between 2 to 3 lacs d. Between 4 to 5 lacs Address:_____________________________________________________________________ _ 1. Do you use shampoo? a. Yes b. No 2. How frequently you use your shampoo? a. Daily b. Thrice a week c. Twice a week d. Once a week 3. Which of these brands of shampoo you have used till today (you can choose more than one brand)? a. Sunsilk b. Head & shoulders c. Vivel Ultra Pro d. Dove e. Clear f. Pantene Pro V g. Garnier Fructis h. Clinic Plus i. Rejoice j. Chik k. Vatika l. Any Other (specify) 4. Are you open trying new brands with distinct features? a) Yes b) No
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Age (in years):

Gender: Male / Female

5. How often do you change your Brand? a) Very often b) Depends on price of the new brand c) To experiment with new Brand d) I stay loyal to my brand 6. Which type of shampoo do you prefer to buy? a) 2 in 1 (Shampoo + Conditioner) b) Separate 7. Do you feel the need of protective shampoos (hair softener, shampoo for stronger hair)? a) Yes b) No 8. Which package size do you prefer? a. Sachet b. Small Bottle c. Big Bottle d. Any Other (Specify) 9. How do you come to know about the shampoo you are using/have used? a. Advertisement b. Free Samples c. From Advice(Beauty parlour, Doctors etc.) d. Events Sponsorship e. Any Other (Specify) 10. Rate the following statements on the scale of 1 to 5 where; 1- Strongly Agree, 2- Agree, 3- Average, 4- Disagree, 5- Strongly Disagree.

S.NO 1 2 3 4 5

Statements
Fragrance of your shampoo is very good. Price of your shampoo is reasonable. You like the quality of your shampoo. Shampoo you use is available whenever you need. Packaging has encouraged you to buy your current anti dandruff shampoo.

11. Rate the following statements on the scale of 1 to 4 where; 1- Strongly Agree, 2- Agree,
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3- Average, 4- Disagree, .

S. NO. 1 2 3 4 5

Statements
Your shampoo cleans hair properly. You buy the shampoo because of its brand name. Your shampoo provides you various schemes. You use it because your favourite celebrity comes in the ad of shampoo. You are satisfied with your shampoo

12. From where do you learn about the brand you are currently using? a.TV Advertisements b.Banners/ Hoardings c. Newspaper d. Shopkeeper e. Radio f. Friends f. Any Other (Specify)

(Signature of respondent)

(Thank You for your Cooperation & Time)

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