This document provides an analysis of Unilever's Sunsilk brand of shampoo in Pakistan. It discusses Unilever's history and mission. It then analyzes Sunsilk using various frameworks like the BCG matrix, Ansoff matrix, SWOT analysis, and marketing mix. It discusses Sunsilk's product line, segmentation, positioning, competitors, and macro and micro environment. It concludes that Sunsilk is a renowned brand due to Unilever's brand name and it aims to maintain competitive advantage over rivals like P&G by reducing gaps through new variants, packaging, and lower prices.

1. “MARKETING AUDIT OF UNILEVER”
Assignment
Of
Principles of Marketing
By
Sadaf D/O Ghulam Rasool
Submitted
To
Mr. Hassan Ahmed
Department of Business Administration
__________________________________________________________
Benazir Bhutto ShaheedUniversity Lyari, Karachi

2. Table of Contents:
INTRODUCTION:.............................................................................................................................3
HISTRORY OF UNILEVER COMPANY: ......................................................................................3
HISTORYPAKISTAN LIMITED:..................................................................................................3
MISSION:......................................................................................................................................4
VISION:........................................................................................................................................4
OBJECTIVE:.................................................................................................................................4
PRODUCT INTRODUCTION: ..........................................................................................................4
SUNSILK:.....................................................................................................................................4
BCG MATRIX OF UNILEVER:.....................................................................................................4
ANSOFF MATRIX: .......................................................................................................................4
SWOT (STRENGTH, WEAKNESS, OPPORTUNITY, THREAT) ANALYSIS OF UNILEVER:.......4
MARKETING MIX OF SUNSILK:......................................................................................................4
PRODUCT LIFECYCLE:...................................................................................................................4
SEGMENTATION, TARGETTING, POSITIONING &DEFFIERIENTIATION ..............................................4
MICRO AND MACRO ENVIROMENT ANYLSIS OF SUNSILK:..............................................................4
COMPETITORS OF SUNSILK: .........................................................................................................4
CONCLUSION:.............................................................................................................................4

3. HISTRORY OF UNILEVER COMPANY:
HISTORY PAKISTAN LIMITED:
INTRODUCTION:
 Unilever is a multi-national
corporation. It was formed in 1930
by the lever brothers and Dutch
margarine.
 Todaythe corporation is fully
multinational with operating
companies in over 100 countries.
 With 400 brands spanning 14
categories of home, personal care
and food products, it is the company
which touches so many people lives
in so many different ways.
 From feeding family to
keeping home clean and fresh, UNILEVER brands are essential part of
everyday life.
 Lever brothers were established in Pakistan in 1958. In Pakistan first site
was in RAHIM YAR KHAN.
 Largest FMCG (FAST MOVING CONSUMER PRODUCT)industry
Company now operating at different location in Pakistan.
 They are enjoying their leading position in more of its core home, personal
care and food categories.
Example: personal wash, personal care, laundry, beverage (Tea) and ice
cream.
 It operates through four regional offices, as well as 4 completely owned and
6 third party manufacturing sites across in Pakistan.

4. OBJECTIVE:
“Work to create a better future everyday by inspiring people and develop
new ways of doing business.”
MISSION:
VISION:
“Unilever’s mission is to add vitality to life”
“Assess the idea of product acceptability, reliability and perceived
benefits.”
“To observe consumer’s judgment of the product, in terms of product
performance and related benefits.”
“Look at consumer’s reaction towards packaging.”
“Identifying consumer’s perception regarding quality advertisement in
terms of its impact.”

5.  Sun silk was
launched in
the UK in 1954
and had speedily
become
UNILEVER’S
leading
international
shampoo brand.
 By 1959 it was
available in 18
different
countries
worldwide.
 Pakistan had a
largely under-
developed market in terms of personalcare products in the 1980’s.
 The launch of sun silk introduced FMCG (FAST MOVING CONSUMER
PRODUCT)industry in 1983 in Pakistan and to redefines the lives of its
people.
PRODUCT INTRODUCTION:
SUNSILK:

6. BCG MATRIX OF UNILEVER:
MARKET GROWTH
STARS
High growth rate and high
market share
QUESTION
MARK
High growth rate and low
market share
CASHCOW
Low growth rate and
high market share
DOG
Low growth rate and
low market share
MARKET SHARE

7. ANSOFF MATRIX:
Market
Penetration
Product
Development
Diversification
Market
Development

8. SWOT (STRENGTH, WEAKNESS,
OPPORTUNITY, THREAT) ANALYSIS OF
UNILEVER:
Operational and cost effectiveness:
 Building strong network of allocation (performing Supply chain) and shrink
expenditure by outsourcing procedure.
Sophisticated value to consumer by brand purpose
 sustainable innovation linked to confine requirement
Consumer connectivity:
 They penetrate user life they are responsive towards their needs.
Well recognized in emerging market:
 50 years in China, brazil and India
Use of innovative publicity and promotions:
 on website and commercial (initiate in Digital business)
Organizational structure:
 2 Unilever: Unilever NV (Netherlands) and Unilever PLC (UK) might come
together as flexible.
 Focus on rising Market may measured down the business expansion
(Emerging country are not economically and politically stable)
Strength (main competitive advantages):
Weakness:

9. Demographics:
 Products demand to broad range of people
 Combinations of worldwide employees get extensive cultural and business
experience in all process.
Technology:
 Usage of high technology such as digital business
 latest communication technology to additional proficient supply chain
Environment:
 make best use of recycled pack materials
 process environmentally responsive
 Products are eco-friendly
Economic
 Internal turmoil in third world countries
 Ventures in developing countries are jointly owned
Politics:
None protected politic condition in several country of emerging market
Environment
 Increased rules
Opportunity:
Threat:

10. MARKETING
MIX
PRODUCT
PROMOTION
PLACE
PRICE
PRODUCT:
SUN SILK STUNNING BLACK SHINES:
This shampoo has been co created with the help of Jamal
hammadi.
 Enrich with AMLA, pearl complex energizers to give
deeper, shinier hair from the first wash.
The marketing mix integrated with 4Ps which company uses to promote its brands and products
in the market.
SUNSILK is one of the star products of UNILEVER which comes under the category of
personal care products.
MARKETING MIX OF SUNSILK:

11. SUN SILK DREAM SOFT AND SMOOTH:
This shampoo is the best shampoo for dry hair.
 Enrich with Egg Ceramide Complex, which cleanse
your hair and conditions even the driest hair leaving it
soft & smooth
SUN SILK HAIR FALL SOLUTION:
 Shampoo with soya vitamin complex which
will reinforce hair fiber up to the tip.
SUN SILK LUSCIOUSLY THICK & LONG:
This shampoo has been co-created with Teddy Charles.
 Enriched with Keratin Yoghurt Complex which provide
your hair essential nutrients to give you long-lasting
volume.
SUN SILK ANTI DANDRUFF:
Eliminate dandruff clean and refresh hair.
 ZPTO- enhanced formula starts removing dandruff, while
egg and yoghurt energizers protect hair’s natural condition
from dryness and hair fall.
SUN SILK NATURAL RECHARGE:
Created by Jamal Hammadi (hair stylist and Sun silk expert)
 Sun silk natural recharge, which replenish hair’s natural look.
 Gives you 5 times stronger hair, making it look abundant! Infused
with Ginseng plant root extracts.

12. 100g
SUN SILK RADIANT SHINE:
 This shampoo and conditioner combines the nutritious
qualities of five oils (Argon, Jojoba, Camellia, Almond
and Olive) which give beneficial effects in your hair.
SUN SILK PERFECT STRAIGHT:
Sun silk expert Yuko Yamashita has co-created Sun silk Perfect Straight.
 Ideal shampoo for straight hair every day. Its advance Straight-Lock
technology to actively control and hold every strand perfectly aligns as it
dry.
Variants Are Available In Different Sizes:
400g
200g
6ml

13. SUNSILK SHAMPOO
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 150 to Rs 170
Rs 200 to Rs 300
Rs 88 to Rs 95
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 5 (Sachet)
Rs 200 to Rs 300
Rs 200 to Rs 300
Rs 200 to Rs 300100
g
6ml
PLACE
General stores
PRICE
Sun silk is the market leader therefore sets the market price.
400g 200g
Super markets
Small stores Shopping mall
Medical stores
Utility stores
Sun silk is easily available in all:

14. PROMOTIONAL ACTIVITIES:
 Sun Silk Promotes Their Shampoo By
Advertising In Television Even They Promotes
Their Sun Silk Range Through Movie Such As
FASHION.
 They Came Up With A New Promotional
Campaign GOOD HAIR DAYS in Six Major
Cities in Association with Famous Hairstylists of
the Country.
 Door To Door Service.
 Special Channel Distribution.
 Free Washes and Gift Hampers.
 Road Shows.
 SchoolPrograms.
 ProductLabels.
 Websites.
 Call Centers
 Stall Activities.
Promotion refers that activities by which user get information about productor
service that is going to provide.

15. PRODUCT LIFECYCLE:
•Sun silk was launched
as a beauty shampoo,
and was positioned the
similar way during its
initial years in
india. Sun silk begin
its marketing efforts in
1955 with an
advertising campaign
focused on specific
hair "issues".
•In early years Sun silk
focus is much of its
marketing attention to
position the product as
a beauty shampoo.
•In the1970s, Sunsilk
was advertising with
the punch line “All
you need is Sunsilk”.
In its growth stage,
their focused were on
different product
variants and
promoting their
usage.
Within ten years,
they introduced a
tonic shampoo for
dandruff
•Later SUNSILK
launched many
shampoo variants
like: Sunsilk Silky
and Straight
Shampoo,
•Sunsilk Care &
Repair Shampoo,
•Sunsilk Hydra,
•Sunsilk for Hair
Damaged by Daily
Wear and Tear.
•They also come out
with with its range of
hair conditioners as
well
•SUNSILK is a global
brand which is at
maturity stage and
this product is being
sold in 69 countries.
To make longer the
set in of the decline
stage,Sunsilk go for
Brand renovation in
2003 and came out
with new “SUNSILK
NATURALS”.
•From2009, has
started work with a
number of
professional hair
experts to initiate
new and better
products.. Each hair
issue variant has
been associated to an
expert with the
significant specialist
hair knowledge.
•sales begin to decline
as the product
reaches its saturation
point. products are
phased out of the
market due to
decrease in sales and
because of
competitive pressure.
The market sees the
product as old and no
longer in demand.
•SUNSILK is in its
maturity stage, it
has already made
its impact on the
market so it is still
far away from the
decline stage

16. SEGMENTATION:
Sun silk shampoo is using gender and age as the basis for segmentation.
Their Segmentation Is Demographic.
DEMOGRAPHIC INCLUDES:
Age: young age mostly youth.
Gender: female.
Religion: all
Occupation: young working woman.
Social grade: middle and upper middle class.
Market age of segmentation of age starts from 16-21 and above then.
GEOGRAPHIC SEGMENTATION:
Sun silk shampoo’s target is Indonesia which has 33 provinces from sabang until
merauke and Jakarta city is the origin for the marketers to conduct the promotional
strategies.
SEGMENTATION, TARGETTING,
POSITIONING &DEFFIERIENTIATION

17. TARGETTING
:
 Main target is girls between ages 20
and above.
 It is designed for those females who
want to look beautiful, confident and
active by keep their hair healthy and
beautiful which is rising their
standard of living.
POSITIONING:
Sun silk shampoo for iron heated hair provides
real solution to modern women. SUNSILK
positioned as a “HAIR EXPERT”
 Every girl wants to give herself new
look and style, sun silk offers her
family size bottle in 165PKR.
 It changes packing and size to draw an
attention of customer.

18. Varietyof reasonsbywhichsunsilkisenjoying
differentiation:
 It doesdifferentthingslike gangof girls.
 It offersexpertsof haircare like:Jawed
habib,Samanthakhochar& Jamal
hammadi.
 Thisproduct isrelevantamongwide
massesbecause of itsquality,affordability
and constantinnovation.
DIFFERENTIATION:

19. MICRO AND MACRO ENVIROMENT
ANYLSIS OF SUNSILK:
MICRO ENVIROMENT
COMPANY:
 Unilever chain of
command is so much
supportive because their
Hierarchy is horizontal so
all the managers have
good teamwork among
each other.
 They have no threats of
supplier because they
have already made a
contract with them.
 They gave them raw
material like:
chemicals.
SUPPLIER:
MARKET INTERMEDIARIES:
 As far as financial
intermediaries concern,
UNILEVER have good name in
this matter.
 They are using old chain with
the recognition of their
products.

20. CUSTOMER:  They are well defined with
their target market and
market segmentation.
 Unilever’s product is
neither gender specific nor
for only one social class so
they have enough people
to accommodate with.
COMPETITORS:
 There are many
competitors because
others are making
also same product but
there direct
competitor is
PANTENE.
PUBLIC:
 Public is attracted in their
product as it might bring a
financial interest to our
stakeholders and other key part
of this our media public.
 It is a good source or the as it
lounge under UNILEVER’S
company in a very reputable
product sun silk.

21. DEMOGRAPHIC:
The product of UNILEVER
SUNSILK is not for the specific
age. It covers the following area:
 Female
 Male
 Kids
So the demographic area is huge for
that product.
MACRO ENVIROMENT:
ECONOMIC:
 As the social class we
cater are cost-
effectively and the
product of UNILEVER
is give also ease with
respect to prices
NATURAL:
 As the raw material they
use is neither harmful for
health nor damages the
environment. So people
prefer to utilize that
product.

22. TECHNOLOGICAL:
 Unilever is using latest
technology for making
their products and for
managing the operation.
 Technology helps in
making the products and
satisfying the demands on
time
POLITICS: There are no specific
problems which are face
by them but there are
some rules and
regulations which they
have to follow.
CULTURAL:
 People trend are
shifting and they are
more aware to apply
that product which is
more valuable or
helpful products for
growing their hair

23. COMPETITORS OF SUNSILK:
Direct competitors:
Company that offer similar products and service aspire at same target
market and customer base, with identical objective to get profit and
market share growth. Major competitor which is from rural area:
 BIO AMLA.
And in urban areas competition is with P&G products like:
 HEAD AND SHULDER
 PANTENE.
Indirect competitors:
They are same like as direct competitors but their goals are different.
Competitors are trying to increase revenue with different strategy. Indirect
competitors of sun silk are:
 CLEAR
 REJOICE
 CLINIC PLUS
Other competitors are as:
 L’OREAL
 GARNIER FRUCTICE
 DOVE
 CHICK


24. CONCLUSION:
“Sun silk is renowned because of its brand name UNILEVER. Sunsilk is
market challenger for P&G. They created new look with different
variants, new packing, new commercial. They have advantage of
charging their prices lower than P&G. They want to survive in
competitive advantage by reducing the gap between UNILEVER and
their big competitors. UNILEVER is the one company who look outside
their walls by giving the opportunity to hair stylist and experts. They
start up to work together for sharing UNILEVER vision. They invest a
huge amount on marketing to decrease the influence of substitute”