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Sunsilk Project
Sunsilk, launched in 1954, is Unilever's leading global shampoo brand, particularly strong in countries like Pakistan, India, and Turkey, with a focus on women who cover their hair. The document discusses external analyses of Saudi Arabia and Turkey, highlighting their political stability, economic growth, and social dynamics that present opportunities for Sunsilk's 'Clean & Fresh' product aimed at women wearing hijabs. The marketing strategy emphasizes creating relatable advertising imagery and differentiating the product by addressing specific concerns of covered hair consumers.
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Sunsilk Project
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- 3. Introduction Sunsilk isa hair care brand, primarily aimed at women Firstly it was launched in 1954 in United Kingdom. It has become Unilever’s leading international shampoo brand It ranks as one of the “billion dollar brands” It is being sold in 69 countries worldwide It is strongest in Asia, Latin America and the Middle East It is the number one hair care brand in Pakistan, India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka, Indonesia, and Thailand
- 4. KINGDOM OF SAUDIARABIA EXTERNAL ANALYSIS Political Analysis: Saudi Arabia’s political system has remained unchanged since its existence in 1932, thus it is politically stable Though government has taken steps to improve foreign investment and infrastructure.
- 5. ECONOMIC ANALYSIS KSAhas strong GDP growth and government finances GDP is US$ 805 Billion Per capita income US $ 25,401
- 6. SOCIAL ANALYSIS Governmenthas developed a comprehensive social security system Reforms for improving quality of life like investments in healthcare, women education etc.
- 7. TECHNOLOGICAL ANALYSIS KSAhas favorable policies for investment in R & D Steps like opening up of economic cities, medical research and services zones have been taken.
- 8. LEGAL ANALYSIS KSAlegal environment is improving with reforms in privatization Saudi Arabia has been ranked highly in terms of ease of doing business. ENVIRONMENTAL ANALYSIS Increased awareness Imposed restrictions on over consumption of oil and waste dumping
- 9. The Republic ofTurkey Turkey is a transcontinental, Eurasian country 97 percent of the country is in Asia One part of Istanbul lies in Europe It has the world's 17th largest GDP It is a secular state with no official state religion Islam is the dominant religion of Turkey with 96.4% of the population being registered as Muslim
- 10. Demographics Population, total79.40 million (2016) Current female population is 50.1% Whereas male population is 49.9% Population Growth rate is 1.68 % The survey by the Konda polling agency, published in the Milliyet newspaper, showed 69 percent of Turkish women now wear headscarf A Gallup poll done in Turkey in 2008 found that 45 percent of Turkish women surveyed said they wore a headscarf in public.
- 11. Political Analysis Oneof the current political strengths in Turkey is that their government have policies on liberalization Turkey is supporter of liberal trade and investment policies which allow open trade between different countries in the EU. Turkey forged a custom union agreement in 1996 to allow many Turkish firms to get bigger and more successful in the global economy. Exports have been rising on average at a rate of 10% every year and this will allow the fashion industry to flourish with the exports produced in the Turkish plant.
- 12. Economic Analysis Oneof the current economic strengths in Turkey is that there is a high flow of foreign investment coming from abroad. The investment plays apart in Turkey's speedy expansion and this has been driving the country's economic growth. In Turkey there is a privatization program planned to start from 2008 that will allow the sale of major bridges, highways, electricity grids and a share in the partly commercial bank. The money generated from foreign investment will be used for expanding the infrastructure of the country; this will be an advantage for bringing the plant into Turkey as the Turkish economy will be in growth
- 13. Social Analysis Oneof the social system strengths in Turkey is that they have growing proportion of young population as they have more than half the population being aged below 30 More than half of the women wear hijab when out in public so it’s a great opportunity for Sunsilk-clean and fresh to enter this market There is a healthy supply of young population willing to work so the company could create jobs for these people
- 14. Legal Analysis Turkishgovernment are strict on the law and will enforce the law if need arises It will allow the company to have a fair trial if any form of disruption were to come up such as trade union issues that would cause the company any serious problems Another legal advantage in Turkey would be the robust framework for the business entities The companies who are looking to invest into Turkey will not need to go through a very long and lengthy business registration process as there is a freedom to start, operate and close a business by the Turkish regulatory environment.
- 16. Geography in Bangladesh Bangladesh, on the northern coast of the Bay of Bengal, is surrounded by India, with a small common border with Myanmar in the southeast. World biggest sea beach cox’s bazar & Mangrove forest Sundarbon located in Bangladesh Land area: 1,47,570 square kilometers, nature are greener and there have lot of historical places
- 17. Geography in Bangladesh Population: 160 million people. It is most densely populated country. Language: Bangla ( only one language) National religion: Islam ( 90% people are Muslim)
- 18. Culture in Bangladesh Though it is very small country, Bangladesh is very rich of their culture. Bangladesh is colored different beautiful color in six seasons. Bangladeshi people celebrate different cultural function almost whole year as whole nation. The diversity of life are changing with season and celebrating every season very delightedly . Fashion houses and different clothing company make different color and stylist dress for different season. As majority of Muslim in country, there have trend to wear Hijab and Borkha most of the girls.
- 19. Covering hair inBangladeshi girls Women in Bangladesh have ALWAYS been subjected to a more conservative society, woman using a veil, or scarf to cover their heads, women folk not coming in front of males, etc. There have also trend of wearing hijab of Bride. I think its very appropriate place to launch ‘Sunsilk covered hair Shampoo’ in Bangladesh.
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- 21. Demographics of Bangladesh Bangladesh is most densely populated country. There are 7.12 crore males against 7.11 crore females in the country. It is large number of woman there. As their 90% are muslim, most of the muslim girls covered their hair. Hair covering girls psycho graphically interested to use this type shampoo and As consider they are special.
- 22. Segmentation Segmentation is‘dividing up a market into a distinctive group that has common needs and will respond similarly to a marketing action Sunsilk divided the market into two groups based on gender. 1 Male consumer 2 Female consumer Consumer needs and wants change with age. Sunsilk divided the female consumer market into three groups based on age. 1. Market segment of female age 16-21 2. Market segment of female age 22-40 3. Market segment of female age above 40
- 23. Segmentation (Cont.) Sunsilkdivided the market into three groups based on income. 1. Upper class 2. Middle class 3. Lower class
- 24. Targeting Gender: female Age: Young - Old Occupation: mostly working women Income: middle and upper middle class Lifestyle : Religious women Those women who are active, dynamic and simple but conscious of their need to feel clean and fresh.
- 25. Positioning “Feel lively, cleanand fresh” Sunsilk- clean and fresh is the brand extension towards all young girls and women who cover their hair but are modern and fashionable This brand gives an outright solution to the problem of hair damage and dandruff A complete cure to damaged scalp resulted from sweat and sebum produced because of covering hair all day long Typical shampoo adverts focus on the outward benefits like ‘shine’ rather than addressing concerns which are specific to the problems faced by women who cover their hair
- 26. Differentiation strategy Sunsilkcan use differentiation strategy to enter the new market Offering unique attributes that are valued by customers That customers perceive to be better and different from the products of the competition Sunsilk clean and fresh presents a Unique idea Providing solution to a large market segment which was previously ignored 1st shampoo for covered hair
- 27. MARKETING MIX PRODUCT 200ml 400 ml
- 28. PRICE 200ml BOTTLE 400mlBOTTLE KSA 8 SAR 14 SAR TURKEY 9 TRL 11 TRL BANGLADESH 217 Taka 262 Taka
- 29. PROMOTION ABOVE THE LINEMARKETING (ATL) advertising Publicity Billboards internet marketing. BELOW THE LINE MARKETING (BTL) Giving out free Samples Hair styling campaigns
- 30. PLACE Available in: supermarkets convenience outlets drug stores market stalls
- 31. Recommendations Sunsilk shouldtarget these countries because it is large, profitable with no barrier to entry Using imagery of women who are covered means that their target audience can relate and will immediately be drawn into the advert. We are going to avoid using similar language to other traditional shampoo ads, and highlights their innovative approach with the tagline “1st shampoo for covered hair.” Along with building confidence by using an expert, we are going to appeal to the Muslim consumer’s attraction towards natural products with the use of neem within the product recipe.
- 32. Conclusion There isgrowth in the overall industry as other companies/brands may eventually develop and direct their marketing campaigns towards this segment of the market But for now Sunsilk is the pioneer in providing solution for all these gorgeous ladies out there who cover their hair This innovative idea provides a competitive edge Company’s vision states; We help people meet their needs with brands that help them look good, feel good and get more out of life. Following its vision Unilever-Sunsilk should continue to develop its products according to the needs of people