Sunsilk V/s Head&Shoulders FMCG


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Sunsilk V/s Head&Shoulders FMCG

  1. 1. In The Name Of ALLAH<br />
  2. 2. Project on FMCG’S<br />V/s<br />
  3. 3.
  4. 4. Introduction To <br />
  5. 5. Introduction to unilever<br />160 million times a day, someone somewhere chooses a Unileverproduct. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.<br />With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people&apos;s lives in so many different ways<br />
  6. 6. Introduction to unilever<br />Although Unileverwasn&apos;t formed until 1930, the companies that joined forces to create the business we know today were already well established before the start of the 20th century.<br />Unilever&apos;sfounding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials. <br />
  7. 7. Brand Portfolio<br />Their brand portfolio has made them leaders in every field in which they work. It ranges from much-loved world favourites including Lipton, Knorr, SunSilk, Dove and Omo, to trusted local brands such as Blue Band and Suave. <br />
  8. 8. Unilever’s Mission<br />Their mission is to add Vitality to life. <br />“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”.<br />
  9. 9.
  10. 10. Unilever’s Strategic Priorities<br />Personal Care<br />Developing & Emerging Markets<br />Vitality<br />
  11. 11. LEVER BROTHERS PAKISTAN LIMITED<br />LBPL, the largest consumer goods producing company in Pakistan<br />Incorporated here in 1948 <br />Started building their factory at RahimYar Khan<br />Inaugurated formally in 1951 by the Governor General of Pakistan.<br />
  12. 12. Introduction to <br />
  13. 13. Product History<br />It was launched in 1954in the United Kingdom.<br />By 1959, it was available in eighteen different countries worldwide.<br />Currently, Sunsilkproducts are available in over 50 countries throughout Asia, The Middle East, NorthAfricaand , where is known as Sedal.<br />In Brazil, this brand is known as Seda. In Turkeythe brand is sold under the name Elidor.<br />
  14. 14. Product History<br />Sunsilkwas introduced in 1989 in Pakistan with three variants related to hair types.<br />With the competition from local and multinational companies due to rationalization of excise duties, Sunsilk has not been able to gain the desired share in the market. <br />To strengthen the brand, LBPL decided to re-launch Sunsilkwith a premium range consisting of four variants in January 2000. <br />In 2001, due to the constant research of their affiliated hair care institutes, the need of a shampoo for oily hair was observed and they launched a new variant of Sunsilkhaving citrus extracts.<br />
  15. 15. It Aims At (Mission Statement)<br />The Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto.<br />
  16. 16. Target Market<br />Their main target market is females between the age group 16-40belonging to the two upper income classes. But in their promotional activities, they cover the whole market irrespective of these classes.<br />
  17. 17. Competitor’s Review<br />In urban areas, Sunsilkis acting as a market challenger against P&G. Sunsilk has got the advantage of keeping their prices lower than P&Gshampoos but P&G has captured a bigger share of the market due to its intense promotional activities.<br />
  18. 18. Range Consists Of<br />Yellow Sunsilk with Bio Proteins from Vegetable Extracts.<br />Black Sunsilk with Melanin from Plant Extracts.<br />Green Sunsilk with Fruitamins Vitamins from fruit Extracts.<br />Pink Sunsilk with essential Oils from Flower Extracts.<br />Orange Sunsilk with active nutrients from Citrus Extracts.<br />
  19. 19. The New Collection<br />Anti-Dandruff<br />Thick and Long<br />Soft and Smooth<br />Hair Fall Solution<br />Black Shine<br />
  20. 20. Ingredients Of Sunsilk<br />The ingredients used in SunsilkShampoo are:<br />Sodium Lauryl Ether Sulphate<br />GHTC (Conditioner) <br />Fragrance<br />Heena<br />Lotus Extracts<br />
  21. 21. Introduction To <br />
  22. 22. Introduction to Procter & Gamble<br />In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker. <br />Their joint venture started one of the most influential companies in all American industry. <br />The company&apos;s first product was Ivory soap, introduced in 1879. <br /> Several products were developed during the time period when William Procter&apos;s son, William Alexander Procter, took over the company (1890-1907). <br />Began working in the company in 1883 and served as president of the company from 1907-1930.<br />
  23. 23. Purpose, Values & Principle<br />Purpose:<br /><ul><li>Provide branded products and services of superior quality
  24. 24. Value that improve the lives of the world's consumers, now and for generations to come.</li></ul>Values:<br /><ul><li>Attract and recruit the finest people in the world
  25. 25. We build their organization from within, promoting and rewarding people without regard to any difference unrelated to performance.</li></li></ul><li>Purpose, Values & Principle (contd) <br />Principle:<br /><ul><li>Show respect for all individuals
  26. 26. Strategically focused on work
  27. 27. Value Personal Mastery
  28. 28. Seek to Be the Best
  29. 29. Innovation Is the Cornerstone of Our Success
  30. 30. Mutual Interdependency Is a Way of Life
  31. 31. Externally Focused</li></li></ul><li>Global Operations<br />The P&G community consists of over 138,000 employees working in over 80 countries worldwide. What began as a small, family-operated soap and candle company now provides products and services of superior quality and value to consumers in over 180 countries.<br />
  32. 32. Brands Offered By P&G<br />
  33. 33. Introduction To<br />
  34. 34. Product History<br />Head & Shoulders is world&apos;s No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in Pakistan in 1991. <br />In Pakistan, H&S has a 65% market share of Anti -Dandruff shampoo segment. It has consolidated this position since the new Renaissance launch. <br />
  35. 35. Product Definition<br />Cleanness and Remove dandruff <br />Its new best ever anti-dandruff formula provides better scalp coverage to get rid of even the tiniest dandruff flakes.<br />What&apos;s more it gives you soft, beautiful hair that&apos;s closer to the look you want.<br />The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.<br />
  36. 36. Target Market<br />The target market for Head & Shoulders are the Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair.<br />
  37. 37. Objectives<br />Understanding and analyzing research for Head & Shoulder<br />Developing the STP+ Marketing Mix Strategies of Head & Shoulder<br />Researching penetration of Head & Shoulder<br />
  38. 38. The Brand… <br />Head & Shoulders was successful in establishing itself as a strong brand.It is under the umbrella of P & G.It’s branding strategy includes:<br />Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT. <br />Secondly, Head & Shoulders was able to create a strong appeal as a mild, caring Anti-dandruff shampoo with lots of variants based upon consumer needs. <br />
  39. 39. The Brand…<br />Thirdly, belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.<br />Fourthly, it’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders.<br />
  40. 40. Distribution Channel<br />The distribution channel of Head & Shoulders follows the conventional route of FMCG goods marketing, viz. Factory to distributor to whole-seller to retailer to consumer.<br />
  41. 41. The New Collection<br />Soothing Care<br />Silky Black <br />Hair Fall Defence<br />Lively & Silky<br />Classic clean<br />Refreshing<br />
  42. 42. Ingredients<br />Active ingredient: Pyrithione zinc 1%<br />Inactive ingredients: Water, Sodium lauryl sulfate, Cocamide MEA, Zinc carbonate, Glycol distearate, Dimethicane, Fragrance, Cetyl alcohol, etc.,<br />
  43. 43. AnalysisThrough Charts<br />
  44. 44. Gender:<br />
  45. 45.
  46. 46.
  47. 47. Hair Conditioning:<br />
  48. 48.
  49. 49. Which product do you use for your hair?<br />
  50. 50. Do you use shampoo regularly? <br />
  51. 51. If yes, then what brand of shampoo do you use?<br />
  52. 52. If you are a shampoo user then, how often do you use it?<br />
  53. 53. Is shampoo a necessity for you?<br />
  54. 54. In what quantity do you buy shampoo?<br />
  55. 55. How many members of your family use shampoo?<br />
  56. 56. What features do you look for in a shampoo?<br />
  57. 57. Do you have a dandruff problem?<br />
  58. 58. When buying a shampoo, do you check ingredients at the back?<br />
  59. 59. In your opinion, what is the most important attribute in a shampoo?<br />
  60. 60. What do you look for while buying a shampoo? <br />
  61. 61. How easily is shampoo available to you?<br />
  62. 62. Are you easily swayed by the advertisements of shampoos?<br />
  63. 63. If your income increases, will you increase the consumption of shampoo?<br />
  64. 64. Do you find any additional utility by using shampoo?<br />
  65. 65. Please describe your hair loss, Does this brand effect?<br />
  66. 66. Has your hair become thinner during the past, when you have used this shampoo?<br />
  67. 67. Do you notice access hair fall?<br />
  68. 68. &<br />In International Perspective<br />
  69. 69. Sunsilk Extends its Empire in Colour Care Market Segmentation<br />Launches new SunSilkcolour Shine System to broaden customer base <br /> The hair care market remains dynamic.  SunSilk, the leader in the hair care market<br />This product launch is a major milestone for SunSilk and reflects the “Dare to Shine” concept.  <br />
  70. 70. Sunsilk on the move<br />History of launching Sunsilkin Philpines and in UK<br />In the early years, Sunsilk focused much of its marketing attention on gaining international presence. <br />Life Can&apos;t Wait campaign clearly gave a boost in the demand for Sunsilkphilippines by Filipinos all over the world. <br />
  71. 71. Unilever Brings Sunsilk to American Consumer<br />Sunsilk has been available in 80 countries on other continents <br />Sunsilkis a fresh, new way to deal with hair, for American women<br />Women just want straight talk, and they want what the stuff in the bottle works for their hair problem--and that&apos;s exactly what Sunsilk delivers.&quot;<br />
  72. 72. Behind the Label Head and Shoulder<br />Anti-dandruff shampoos are nothing but advertising puff and chemicals <br />Shampoos belonging to the P&G stable occupy the top three spots <br />Dandruff shampoos are made with detergents, Essential oils of tea tree, and rosemary can apply as alternative of shampoo<br />
  73. 73. Gets Make Over Head and Shoulder<br />P&G will unveil a new Head & Shoulders that features a new formula, fragrance and bottle design. <br />The new shampoo line includes classic clean, classic clean 2-in-1, extra fullness, smooth & silky 2-in-1, dry scalp care, refresh and intensive treatment .<br />
  74. 74. P&G Uncaps $ 60M for Head & Shoulder<br />Procter & Gamble relaunchits Head & Shoulders brand of dandruff shampoos with an estimated $60 million in marketing support. <br />More than half of consumers get dandruff, but far fewer actually buy dandruff shampoo.<br />
  76. 76. Consumer Behavior Model<br />
  77. 77. Suggestions <br />Maintain it’s quality with constant improvements.<br />To come up with new varieties according to market needs.<br />To maintain a competitive pricing.<br />Promotion in rural and semi-urban areas.<br />Special offers , discounts to consumers as well as distributors.<br />Innovative means of promotions like forming a special association or some distinct group which will help maintain it’s brand equity and loyalty.<br />
  78. 78. Recommendation<br />According to the research done on consumer behaviour by us consumer are happy with the brand but the company need to increase more community based awareness and also by using blogs. <br />Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.<br />But price of head & shoulder is little bit high, so they should try to reduce cost.<br />
  79. 79. Thank You…<br />