This document discusses the 4 P's of marketing strategy for Sunsilk shampoo in India. It provides details on the product range, pricing, promotion, and distribution strategies. Sunsilk offers various shampoo variants targeted at different hair needs that were co-created with 7 global hair experts. It uses value-based pricing and promotional campaigns involving celebrity endorsements. Hindustan Unilever distributes Sunsilk widely in India through a network of distributors and retailers to achieve a broad reach across urban and rural areas.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
Branding and its Strategy for a Hypothetical Shampoo Brand, design conception to Packaging and distrbution.
Marketing Mix and Marketing Plan.
Logo and Brand Design.
Sunsilk Brand audit best report "Project of Strategic Brand Audit". Its brand of unilever and well known for hair care all around the world. Student of Marketing specialization programme MBA (2011-2015). The Islamia university of Bahawalpur. Department of Management sciences.
Sunsilk Brand audit Power point slides " Project of Strategic brand audit report"
The Islamia University Of Bahawalpur "department of Management Sciencies"
MBA 6th Marketing specialization (2011-2015
The Dove Shampoo Company is the world's leading manufacturer, marketer, and distributor of shampoo, with world headquarters of the Globe Dove Shampoo, the leading brand in the Shampoo segment in Bangladesh, is now being sold in Qatar and Dubai. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Dove Shampoo, the Company's flagship brand, and over 230 other Company Shampoo brands are manufactured and sold by the Dove Shampoo Company and its subsidiaries in nearly 200 countries around the world.
To refresh the world…
To inspire moments of optimism…
To create value & make a difference
A healthy lifestyle
More variety, quality, taste and enjoyment
Time, as an increasingly precious commodity.
The ultimate objectives of the business strategy are to increase volume, expand company’s share of worldwide nonalcoholic ready-to-drink beverage sales, maximize company’s long-term cash flows and create economic-value-added by improving economic profit.
Branding and its Strategy for a Hypothetical Shampoo Brand, design conception to Packaging and distrbution.
Marketing Mix and Marketing Plan.
Logo and Brand Design.
Sunsilk Brand audit best report "Project of Strategic Brand Audit". Its brand of unilever and well known for hair care all around the world. Student of Marketing specialization programme MBA (2011-2015). The Islamia university of Bahawalpur. Department of Management sciences.
Sunsilk Brand audit Power point slides " Project of Strategic brand audit report"
The Islamia University Of Bahawalpur "department of Management Sciencies"
MBA 6th Marketing specialization (2011-2015
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
To measure / determine the brand image, perceptions, attitudes and behaviour of the target audience with regard to the corporate Garnier brand as well as the products and personality of the Garnier brand.
Company Review is a topic from subject Contributors Personality Development.
Here I the company which I have taken is a famous consumer product company known as Hindustan Unilever Limited (HUL).
I hope this will help you to get all your required information plz like it and share it.
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Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
3. 1. INDUSTRY 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 raised 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 learns 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.
2.COMPANY PROFILE
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 world’s leading suppliers of fast moving consumer goods with strong
4. local roots in more than 100countries 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. 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 an 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 company’s 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.
HUL 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.
5. •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.
HUL MISSION
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.
HUL’S Purpose & Principles
Our corporate purpose states that to succeed requires "the highest standards of
corporate behavior towards everyone we work with, the communities we touch,
and the environment on which we have an impact."
Always working with integrity
Conducting our operations with integrity and with respect for the many people,
organizations and environments our business touches has always been at the heart
of our corporate responsibility.
Positive 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.
6. 4P’S OF SUNSILK
1. PRODUCT
Point Of Parity 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.Dream soft
& smooth2.Stunning Black Shine3.Lusciously Thick & Long4.Anti-Dandruff
Solution5.Hair Fall Solution Point of Difference (POD)With point of difference,
the brand must demonstrate clear superiority. Sunsilk’s PODs is Co-creation. 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:
7. 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:
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 namesuch 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
8. Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair
strand, to nourish it leaving hair strong and beautiful.
♦Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black
shine. New Sunsilk with Melanin extracted from plants serves this purpose very
effectively. It helps in the growth and retention of the black color of hair, giving it
a rich black shine.
♦Green Sunsilk with Fruitarians Vitamins from fruit Extracts: Thin and limp hair
needs extra body and volume. New sunsilk with Fruitarians 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 world’s 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’
9. 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) – Color protection
•Yuko Yamashita (Japan) – Straight
•Ouidad (New York) – Curls
•Dr Francesca Fusco (NY) – Dandruff and Scalp issues
•Jamal Hammadi (LA) – Shine
- PRICING
HUL claims to practice value-based pricing in which the customers’ perception of
the product’s 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 priceof 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 wills be much higher if its price is in line with the customer’s perception
of its value. One crucial concern for value-based pricing is strict management of
cost in order to be able to make a profit at the value-based price. After the initial
price is determined, HUL then uses target costing in order to achieve the required
profits.-
10. -PROMOTION
•Build top of the line consumers’ awareness.
•Creating a personality of the brand. Besides having these general objectives, the
advertising objectives are set avoiding to the advertising strategy for each product,
e.g. Sunsilk advertising objectives since it was being re-launched were:
•To increase the usage.•
Conditioning benefits
.•Makes the hair appear clean and shiny.
•Imparts a feeling of freshness-due to fragrance.
•Easy to manage, silky, soft hair.
•Unique shampoo for every hair type.
Promotional strategy
to
attract women to the brand
television shows.
11. “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
erences
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 expert’s image.
PLACE
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. OUTLETS,
RETAILERS.