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1. SUNSILK-CLEAN & FRESH

3. Introduction
 Sunsilk is a 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 SAUDI ARABIA
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
 KSA has strong GDP growth and government finances
 GDP is US$ 805 Billion
 Per capita income US $ 25,401

6. SOCIAL ANALYSIS
 Government has developed a comprehensive social security system
 Reforms for improving quality of life like investments in healthcare, women
education etc.

7. TECHNOLOGICAL ANALYSIS
 KSA has 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
 KSA legal 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 of Turkey
 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, total 79.40 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
 One of 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
 One of 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
 One of 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
 Turkish government 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 in Bangladeshi 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.

20. Cont….

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.)
 Sunsilk divided 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, clean and 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
 Sunsilk can 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
200 ml
400 ml

28. PRICE
200ml BOTTLE 400ml BOTTLE
KSA 8 SAR 14 SAR
TURKEY 9 TRL 11 TRL
BANGLADESH 217 Taka 262 Taka

29. PROMOTION
ABOVE THE LINE MARKETING (ATL)
 advertising
 Publicity
 Billboards
 internet marketing.
BELOW THE LINE MARKETING (BTL)
 Giving out free Samples
 Hair styling campaigns

30. PLACE
Available in:
 super markets
 convenience outlets
 drug stores
 market stalls

31. Recommendations
 Sunsilk should target 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 is growth 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