report on market ting management final mba

8/8/2019 Report on Market Ting Management Final Mba

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PROD UCT OF FOCU S: SHAMP OO .................................................................... 17

BR AND NAM E: SUNSILK ..................................................................... 17

Moto of sunsil k ......................................................................................................... 17

Histor y of sunsil k shamp oo; ...................................................................................... 17

Target mar k et; ........................................................................................................... 18 Competitor review; .................................................................................................... 18

Packaging; ................................................................................................................. 18

Sunsil k softening antid andruff shamp oo; ................................................................... 19

Sunsil k b lack shine shamp oo; .................................................................................... 19

Sunsil k long and strong shamp oo; ............................................................................. 19

Sunsil k soft touch shamp oo; ...................................................................................... 20

Sunsil k dama ge re pa ir shamp oo; ............................................................................... 20

Custo mer review of product usage; ............................................................................ 21 Pricing o bjectives; ..................................................................................................... 21

Promotion o bjectives; ................................................................................................ 21

Advertising o bjectives; .............................................................................................. 22

Advertising str ateg y; ................................................................................................. 22

Distri bution o bjectives; ............................................................................................. 23

SWOT Analysis; ....................................................................................................... 23

ST RE NGTH; ............................................................................................................ 23

Weak ness; ................................................................................................................. 24 O pportunities; ........................................................................................................... 24

Thre ats; ..................................................................................................................... 25

R eco mmendations; .................................................................................................... 25


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Unilever

Introduction:

160 m illion times a day, someone somewhere chooses a U nilever product . F rom feeding

their f amily to k ee ping their home clean and fresh , unilever br ands are part of ever yday

life .

Life partner

With 400 b r ands s pa nning 14 categories of home, person al care and foods products , no other compa ny touches so many peo ple's lives in so many different ways.

Unilever br and portfolio has made unilever leaders in ever y field in which they wor k. It

r anges fro m m uch-loved world f avorites including Li pton , K norr , Dove and Omo, to

trusted local br ands such as Blue Band and Suave.

From co mforting sou ps to war m a winter's day, to sensuous soaps that mak e us feel

f abulous , unilever products hel p p eo ple get more out of life .

Unilever const antly enh ancing their br ands to deliver more intense , rew arding product

ex periences , The y invest nearly 1 billion ever y year in cutting-edge rese arch and

develo pm ent , and have five labor atories around the world that ex plore new thin k ing and

techniques to hel p develo p our products .

Continuous development;

Consu mer rese arch plays a vital role in our br ands' develo pm ent . We're const antly

develo ping new products and develo ping tried and tested br ands to meet changing tastes ,


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lifest yles and ex pectations . And our strong roots in local mar k ets also mean we can

res pond to consu mers at a local level .

By hel ping improve peo ple's diets and daily lives , we can hel p them k ee p healthier for

longer , look good and give their children the best start in life .

We also believe that the ver y business of conducting business in a res ponsi ble way has a

positive soci al impa ct . We create and share wealth , invest in local econo mies and develo p

peo ple's sk ills both inside our org anization and in the communities around us.

Tod ay U nilever employs 163 000 p eo ple, sells products in 170 countries worldwide , a nd

su pports the jo bs of many thous ands of distri butors , contr actors and su pp liers .

Health & personal care;

y First launched in Fr ance in 1983, our leading ma le groo ming br and, Axe, now

gives guys the edge in the mating game in over 60 countries

y Our or al care br ands Ment adent , Pe posodent and Sign al have teamed u p with the

world's largest dent al feder ation , the FDI, which re presents over 750 000 dentists

around the world

y Lux became the first mass- mar k eted soap when it launched in 1924. Tod ay it

achieves annual glo bal sales of over 1 billion

y Domestos is a best-selling br and in nine of the 35 countries in which it's sold

y R ecent break throughs at R exon a include R exon a Cr ystal, a deodor ant that

eliminates unsightl y white de posits on dar k gar ments

y Unilever Small & M ight y concentr ated liquid fits into a smaller bottle , requiring

half the packaging , water and lorries to tr ans port it, mak ing it k inder on the

environ ment y Hindust an Unilever in India has launched a hand-w ash product , Surf Excel Quick

Wa sh, with a low foaming for mulation , reducing the amount of water needed for

rinsing by u p to two buck ets per wash.


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Foods;

y K norr is our biggest food br and with a strong presence in over 80 countries and a

product r ange including sou ps, sauces , bouillons , noodles and co mplete meals

y Li pton's tea- based drin k s include the intern ation al Li pton Iced Te a r ange , the

Li pton r ange in North Americ a a nd Li pton Yellow Label, the world's f avorite tea

br and

y Becel/ Flor a proactive products have been recognized as the most signific ant

advance ment in the diet ar y ma nagement of cholesterol in 40 y ears

y In the mid-1990 s we led the industr y with our progr amm ed to eliminate almost all

tr ans f at from our margarine

y We're the world's largest ice cream ma nuf acturer , thank s to the success of our

Heart br and which includes Magnu m, C ornetto , Ca rte d'Or and Solero , and Ben &

Jerr y's and Breyers in the US.

y We are producing a lot of food products that use ver y extensivel y in Pak istan and

in all over the world .

Unilever Pakistan limited;

The Unilever Pak istan Limited (UP L), for merl y Lever Brothers Pak istan Limited was

established in Pak istan in 1948. The town of R ahim-Yar-K han was the site chosen for

setting u p a veget able oil f actor y. U nilever Pak istan is the largest FMC G Compa ny in

Pak istan, as well as one of the largest multin ation als o per ating in the countr y. N ow

o per ating six f actories at different locations around the countr y. The Unilever's Head

Office was shifted to K ar achi from the R ahim-Yar-K han site in the mid 60 's.


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UNILEVER LOGO

Unilever slogan:

FEEL GOOD, LOOK GOOD AND GET MOREOUT OF LIFE

Unilever's corporate mission:

To add vitality to life


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HISTORY:

Helping people get more out of life;

In the 1890 s, William H esk eth Lever , founder of Lever Bros , wrote down his ideas for

Sunlight Soap his revolution ar y new product that hel ped po pularize cleanliness and

hygiene in Victori an England. It was 'to mak e cle anliness co mmon place; to lessen wor k

for wo men; to foster health and contri bute to person al attr activeness , that life may b e

more en joyab le and rew arding for the peo ple who use our products' .

This was long before the phr ase 'Cor por ate Mission' had been invented , but these ideas

have stayed at the heart of our business . Even if their language - and the notion of onl y

women doing housewor k has beco me outd ated .

In a histor y that now crosses three centuries , Unilever's success has been influenced by

the major events of the day econo mic boom, de pression , world wars, changing

consu mer lifest yles and advances in technolog y. A nd throughout we've created products

that hel p p eo ple get more out of life cutting the time s pent on household chores ,

improving nutrition , enabling peo ple to en joy food and tak e care of their homes, their

clothes and themselves .

VISION:

Unilever products touch the lives of over 2 b illion peo ple ever y day whether that's

through feeling great because they've got shin y hair and a brilli ant smile, k ee ping their

homes fresh and clean, or by en joying a great cu p of tea, satisf ying meal or healthy

snack.


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A clear direction;

The four pillars of our vision set out the long ter m direction for the compa ny where we

want to go and how we are going to get there:

y We wor k to create a better future ever y day

y We hel p p eo ple feel good , look good and get more out of life with br ands and

services that are good for the m and good for others .

y We will ins pire peo ple to tak e small ever yday a ctions that can add u p to a big

difference for the world .

y We will develo p new ways of doing business that will allow us to dou ble the size

of our compa ny while reducing our environ ment al impa ct .

We've always believed in the power of our br ands to improve the qualit y of peo ples lives

and in doing the right thing . As our business grows , so do our res ponsi bilities . We recognize that glo bal challenges such as climate change concern us all. Considering the

wider impa ct of our actions is embedded in our values and is a fund ament al part of who

we are.

Purpose & principles;

Unilever cor por ate pur pose states that to succeed requires "the highest standards of

cor por ate behavior tow ards ever yone we wor k with , the communities we touch , and the environ ment on which we have an impa ct."


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Always working with integrity;

Unilever conducting their o per ations with integrit y a nd with res pect for the many peo ple,

org anizations and environ ments our business touches has always been at the heart of our

cor por ate res ponsi bilit y.

Positive impact;

Unilever aim to mak e a positive impa ct in many ways: through our br ands, their

commercial o per ations and relationshi ps, through volunt ar y contri butions , and through

the various other ways in which we engage with societ y.

Continuous commitment;

Unilever is also co mmitted to continuousl y improving the way we manage our

environ mental impa cts and are wor k ing tow ards our longer-ter m goal of develo ping a

sust ainable business .

Setting out our aspirations;

Unilever cor por ate pur pose sets out our as pir ations in running our business . It's under pinned by our code of business Princi ples which descri bes the o per ation al standards

that ever yone at Unilever follows , wherever the y a re in the world . The code also su pports

our app roach to govern ance and cor por ate res ponsi bilit y.

Working with others;

Unilever want to wor k with su pp liers who have values similar to our own and wor k to the

same standards we do . Our Business partner code , a ligned to our own Code of business

princi ples, co mprises ten princi ples covering business integrit y a nd res ponsi bilities

relating to employees, consu mers and the environ ment .


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Market research:

When unilever launch its new product than its CM I de partment collects data and statistics

about its consu mer and mak ing rese arch on the m. This all process is done according to

the instruction of A.C N EILSO N who is the auditor of unilever and manager of collection data ab out consu mer .

STPS

SEGMENTATION:

Unilever mak e his seg mentation on the basis of Geogr aphic segment ation and channels of

distri bution , lik e gener al stores , bak eries , and other ret ail stores on region al basis where

consu mer can get their product easily.

TARGETING:

Unilever target its mar k et on the basis of consu mer buying behavior , inco me level , and

purch asing power of peo ple. F or which quantit y of the product can be changed according

to the inco me and purchasing power of the consu mers as in case of sunsil k 120m l and

5ml pack s are also available to target low inco me grou ps.

POSITONING:

Unilever br ands images that the y p rovide quality products as reasonably low prices as

compared to its competitors . F or examp le unilever provides its sunsil k small pack s in R s

3, while P&G offer their small pack shamp oo in R S 5. So these unilever has strong

positioning on the mind of custo mers.


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UN ILEVER PROD UC T LI NE:

PROD UC T;

Any thing that can be offered to a mar k et for attention , acquisition , use , or consu mption

that might satisf y a want or need .

Product is something tangi ble which satisf y the custo mer needs and values .


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Levels of product;

Product planners need to thin k ab out product levels . Each level adds more custo mer

value. The most basic level is core benefit , which address the question what buyer really

buying? When defining product mar k eter must first define the core . At the second level product planners must turn the core benefit into actu al product . The y need to develo p

product features , design , a quality level , a b r and name and packaging . F inally the product

planner must build an augmented product around the core benefit and actu al product by

offering addition al consu mer service and benefits .

Types of product;

There are four types of product

1. Convenience product

2. Sho pp ing product

3. S pecialty product

4. Unsought product

5. consu mer product

6. industri al product

Convenience product;

The product that consu mer usually buys frequentl y, immediately, a nd with a m inimum

number of compa rison and buying effort for examp le shamp oo .

Shopping product;

Consu mer goods that the custo mer in the process of selection and purchase

char acteristic ally, compa res on such basis as suit abilit y, quality, p rice and style.


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Specialty product;

Consu mer product with unique char acteristics or br and identific ation for which a

signific ant grou p of buyers is willing to mak e a s pecial purch ase effort .

Unsought product;

Consu mer product that the consu mer does not k now or k nows about but does not

nor mally thin k of buying.

PRODUCT OF FOCUS: SHAMPOO

Our product of focus in that assign ment is one of the unilever successful products ,

shamp oo its br and name is sunsil k a nd it has high growth r ate and mar k et share.

BRAND NAME: SUNSILK

The new sunsil k shamp oo aims to fulfilling the need of its target mar k et by offering a

high qualit y, a ssess ment of conce pt in ter m of acce ptabilit y, credi bilit y, a nd perceived

benefits that it offers a healthy choice shamp oo altern ative to target custo mer .

Moto of sunsilk

Softness , shine , and manageabilit y of hairs.

History of sunsilk shampoo;

Sunsil k introduced in 1989 with three variants rel ated to hair type endorse ment of a hair

stylist was the first ste p in building the image of br and as health care ex pert . With the

competition of local and multin ation al co mpa nies due to r ationalize of excise duties ,sunsil k has not been able to tak e mar k et share. To strengthen the br and UP L decided to

prelaunch sunsil k premium r ange consisting of four variants in Januar y 2000. Due to

need of shamp oo for oily hair and dandruff unilever launch a new variant of sunsil k

having citrus extr acts .


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Target market;

Unilever main target mar k et for sunsil k is female of 16 to 40 a ges belonging to two u pper

classes , but in promotion activities they cover whole mar k et of these classes .

Competitor review;

The major competitor of sunsil k in rur al areas is BIO AM LA a nd in ur ban areas sunsil k

mainly cutthro at of P&G. The main advantage of BIO Am la is her bal composition , low

prices , which attr act rur al mar k et but in ter m of quality they are f ar behind sunsil k

shamp oo. In ur ban areas sunsil k acting mar k et challenge with P&G. sunsil k has got the

advantage of k ee ping their prices lower than P& G but P&G has captured a large mar k et

share due to its intense promotion al activities .

Packaging;

The packaging design of new sunsil k br and r ange is extre mely excited and has been

designing by B RO WN incor por ation UK . The packaging mak es the br ands look ex pert

and modern . This packaging mak es br and more conte mpor ar y and hi tech . it ensure

more emphasis and variants they have already been part of the product , but never been

communic ated to custo mer that well . This new packaging clear that there is a se par ate

product of each hair type.

Currentl y ma in r ange of sunsil k shamp oo;


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Sunsilk softening antidandruff shampoo;

Sunsilk black shine shampoo;

Sunsilk long and strong shampoo;

This shamp oo is unique par alyzed

for mulation with chamomide and

vitanol to drive out dandruff and

nourish your hairs.

This shamp oo includes HE NNA and

COCOA natur ally b lack ness and

smoothness your hairs so it reflects

shine .

This shampoo include ginseng protein

nourishes and strength your hair. By

reinforcing the whole strand your hair

will grow beautifully strong and long.


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Sunsilk soft touch shampoo;

Sunsilk damage repair shampoo;

This shamp oo includes rich

almond oil and cream nutrients .

It nourishes dee p inside each

hair str and to bring out softness

you can really feel . Soft hairs

love to be touches .

This shamp oo include olive oil seru m hel ps to

re build your hair natur al cellul ar structure and seal

it natur al conditioning blank et.

These are the co mplete br and version of sunsil k

shamp oo. By offering these br ands into the mar k et

unilever enables to mak e his mar k et share strong .

Custo mer beco mes more loyal tow ards unilever

there is no co mpromise in quality, a nd compa ny

offers that product which the custo mer need at

app ro priate time.


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Customer review of product usage;

Pricing objectives;

Unilever claim to pr actices value based pricing in which custo mer perce ption of product

price provides the starting point for develo ping the mar k eting mix of product . The

rese arch de partment deter mines the price by usu ally deter mines focusing grou p. The

price of ru pee 3 for sunsil k show how price also reflects the concern to mak e purchase

more effective .

Promotion objectives ;

Build top of the line consumer awareness.

C reating a personality of brand.

To increase usage.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

green black orange white pink

Series1


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C onditioning benefits.

M ake hair appear clean & shine. Impart a feeling of freshness due to fragrances.

Easy to manage silky soft hair.

U nique shampoo for every hair type.

Effectively communicate brand promise.

Advertising objectives;

Advertising o bjectives of sunsil k shamp oo follow the SMILE approach

S = simp le.

M = m emor able.

I = Inserting with relev ant infor mation .

L = link to br ands .

E = emotion ally involved and link.

The ad should have good advertising idea

A dvertising should meet the brief introduction. M essage clearly communicated.

A d should fit the brand personality.

A n ad is usually changed after 18 months.

TARP (target audience rating point).

Advertising strategy;

A p roduct particul ar advertising str ateg y a lso de pends on level of co mpetition involved

with each product . For examp le shamp oo ad previousl y used to provides emotion al

benefit but when P&G enter into shamp oo mar k et with its shamp oo PAN TE NE it


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revamp ed the whole situ ation . Pa ntene ad promoted shamp oo person al benefits which

gener ally app lied the custo mer . Than unilever change its advertising str ategy for sunsil k

so that sunsil k advertise ment also promoted shamp oo function al benefits .

Unilever believes that message about product delivered by credi ble sources , these can be

ver y persu asive . H ence Nab ila who is an hair care ex pert endorse sunsil k a nd more value

is added to br and. Nab ila recognized and highl y qualified stylist is used by sunsil k in its

ad to bring out ex pert image. Sunsil k has co me u p new promotion al campa ign GOOD

Hair Days in six major cities and by f amous hair stylist .

Distribution objectives;

Unilever has 150 distri butors which sold directl y to wholes aler . The y are carefull y

selected and their perfor mance is consciousl y evaluated . The y app ear extre me satisfied

with channels syste m a nd have good re port with the m. U nilever statement verif y by our

consu mer surve y which reve als that retailer satisfied with unilever distri bution syste m.

This an added advantage consu mer goes to habitual buying behavior . Sunsil k has ver y

good distri butions networ k a ll over the countr y. The y struggle hard to ado pt such

channels that guar antee perfect result regarding placement of product .

These distri butions select carefull y to retailer and ret ailer; Knows about significant of product.

P lace product along with its major competitors.

D isplay scetches distinctively.

The y give tr ade promotion and incentives to their distri butors . The y contri bute tow ards

sunsil k by word of mouth .

SWOT Analysis;

STRENGTH;

U nilever is the largest organization in P akistan.


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Strong company portfolio.

Success of the slogan. Q uantity and variety.

C ompany has advance technology and skill professionals.

Sunsilk is high quality product in term of protection.

Target market is educated, professionals, and belong to premium and middle

classes.

C ompany owned systematic distribution network transparent communication

system.

D istribution is very good.

Weakness;

C ompetitor has strong promotional activities.

Imported brands also available in market.

C ustomers are offered better alternatives by competition.

Opportunities; P opulation expands very rapidly. N ew markets.

Focus on research & development.

Low income consumers

C onsumer becomes more quality conscious.

C urrent capacity utilization is 80% which can be further broad by increase in

demand.

C ustomer based increasing with effective marketing.

Baby shampoo is the other area in which unilever gains a huge.

Shampoo plus conditioner and antidandruff is other area in which unilever gains

a huge.


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Threats;

P olitical and economic factor.

P artial GOVT. policies.

H igh competition.

Local and foreign competition.

Smuggling via A fghan trade.

Supplies from

Indonesia and Thailand.

Recommendations;

U nilever realize huge potential of rural market 72% of total population but not

yet develop a successful strategy to penetrate this market. The success of

unilever H industan emulated which saptured the rural market by two strategies

1. Develop strong distribution structure

2. A dopting packaging and pricing U nilever increase buying of raw material so that it does not have to suffer

devolution and continuously increase in tariff rates.

U nilever introduced a smaller 100mi pack of sunsilk in order to capture lower

income segment.

U nilever enter into web marketing.

Soccer foundation mainly sponsored by unilever should be emulated.

They should increase frequencies of advertising by electronic and print media.

The y should introduce 2 in 1 shamp oo plus conditioner which demand huge potenti al mar k et.


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report on market ting management final mba

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