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Marketing plan Sunsilk
1. Welcome to the
exquisite marvelous
leading world of
Unilever…
Prepared by:
A.K.P. Pubuddi Shamila
Sri Lanka Institute of Marketing– Sri Lanka
pubuddishamila@gmail.com
5. History, Current market size,
Growth and profitability
Uniliver has developing history.
Unilever Sri Lanka at a glance.
Fast moving consumer goods company
with local manufacturing facilities.
Business groups for innovation.
Home Care, Personal Care and Foods.
6. Vision and Mission
Vision
Work to create a better future every
day by inspiring people and develop
new ways of doing business.
Mission
To add Vitality to life.
8. Internal Environment
Staff Relations
Selected as one of the Ten Best Corporate Citizens.
Resource Constraints
Emerging one of ten Gold Award winners.
Corporate Structure and Culture
Unilever is home to some of the most innovative people.
Their culture is about what they believe in & how they act
10. The Product
They’re collaborating with the world’s top
hair experts.
Each one of their Sunsilk Co - Creators
specializes in a different element of hair care
with perfect results.
Sunsilk introduces 1st ever shampoo for
covered hair in Sri Lanka.
13. Product Uses
• Young adults and teenagers
Age - 15 - 20
Age - 21 -25
Age - 26 - 35
Age - 36 - 40
Source – Details in questionnaire
14. Current Market estimates
•Sunsilk is number 1 in Asia.
•Sunsilk is market leader in Sri Lanka.
•People have big attraction to it price and results.
•There are competitive brands.
Ex: Dove shampoo and Wella shampoo
Dove "Real Women Real Beauty "fashion
show
16. Expected market (demand
estimates)
More consumers expect maintaining
and protecting shampoo to their
chemical treatment hairs, because hair
chemical treatments are trend in the
market.
17. Market Segments
Geographic
Regions – Urban areas and Cities
Psychographic
Social class, Life style and Personality
Behavioral
Knowledge, Attitudes and User rate
19. Needs of shampoo and usage
Needs of every woman.
The Best Sunsilk Hair Products
for every hair.
20. Attitudes of the customers
Awareness of the people regarding various
brands of shampoos like Cosmetic shampoos
Herbal Shampoos, Medicated shampoos and
others.
Price, Availability and Packaging.
Uniliver is a strong corporate brand name.
So it crates good attitude to Sunsilk brand.
21. Reason Consumer attraction to
Sunsilk brand
It is world renowned brand.
It gives expecting results.
It cleans hair with recommended chemicals.
It is with international hair expert’s
knowledge.
22. Unique character of our
customers
They need attractive fragrance with
fulfilling expecting results.
23. Description of the purchasing
process
Reduce
hair care
problems
Other
shampoo
brands
“Sunsilk”
brand
Healthy
effective
brand
Purchase
“Sunsilk”
brand
24. People who are making purchase
decision
Some people recommendations.
Find details in online media.
FMCG products purchase by consumer.
But sometimes it purchase by customers.
Parents, Friends, Spouse and Self decision.
Promotion tools.
25. Competition and Market share
Sunsilk
Pantene
Dove
Nature
secrets
Source: www.fmcgmarketinsrilanka.com
40. Environmental factors and
SWOT Analysis
Strengths
•Pricing strategies.
•Unique products range.
•Available in various variants.
•brand ambassadors lead to excellent branding.
•Sunsilk Co-Creations .
Weaknesses
•Sunsilk mainly target on women.
•Poor penetration in semi urban and rural market.
41. Environmental factors and
SWOT Analysis
Opportunities
•This is profitable market with large demand.
•Emerging markets and expansion abroad.
•Innovation gives success in this market.
Threats
•There is high competition.
•This is dynamic market.
•Competition intense in the hair care segment.
•Multiple competitors with similar offerings and
lower price range.
42. Sales objectives.
Increase market share by 3%.
Increase sales volume and value by 2.5%.
Increase penetration to the consumer segment.
Develop product for new segment.
Improve the distribution by adding outlets.
Increase penetration within existing outlets.
43. Marketing Objectives
Repositioning the brand amongst the target group.
Increase the awareness of the repositioned
Sunsilk.
Initiate attitude of the target segment by 76%.
The objective will evolve push based activities.
Incentives to the trade and below the line
promotions to generate loyalty.
44. Overall Marketing Strategies
Mainly follow mass media advertizing .
Sachet packet introduce to the market.
Sunsilk Co - creation concept.
Doing sponsorships.
Using attractive and colorful package.
Creating inspire in shampoo market.
Showing unique identification to the market.
Using slogans.
Ex: “Life can’t wait – why should hair?”
46. Positioning
•Sunsilk Shampoo is not only a hair shampoo
and it creates beauty in hair.
•Sunsilk Shampoo is suitable for all types of
hairs because there is large range.
•Sunsilk Shampoo is delivering Consumer
Promise with fulfilling consumer expectations.
•Official Sunsilk Slogan “Life Can’t Wait”.
•Think and long Shampoo Slogan "Pick your
style by Sunsilk”.
50. Pricing and Distribution strategy
“Price skimming strategy” can also
be used and “market penetration pricing
strategy” is more effective.
“Intensive” market coverage strategy
will be adopted. Every retail store,
super store and beauty salon is member
of distribution network.
52. Promotional Methods
Sunsilk Hair & Beauty Fair with Ms Ramani
Fernando.
Workshops - “Sunsilk Hair Experts”.
Doing program in television with using Sri Lankan
celebrity.
Ex: Shasahdri Priyasad
Doing sponsorships programs for beauty pageants.
Ex: “Derana Rumaya programe”
Sunsilk Hair and Beauty Academy.
55. Developing the message
Rational appeals - high quality attractive
fragrance, hair care technology.
Emotional appeal - Feelings
Message format - Use pink, orange, purple, green
and yellow colors .
Select female present with attractive voice.
Online usage is 11.2%.
In attractive atmosphere like boat house.
56. Dominated message
Sunsilk Multi care shampoo introduce with high
quality. It includes hair care ingreadience. All
ingreadience are not harmful for hair and also it’s
with natural flavor. And also it protect cuticle in
hair. Mainly new fragrance is attractive to young
adults. And it introduce based on new experiment
and modern technology. It creates glamour feeling
to every moment.
57. Reason to using shampoo
To claen the hair
To protect beuty in
hair
Attrctive frgrance
to hair
Get inspire
Source – Details in questionnaire
58. Budgets and financial Analysis
Allocate 12% for communication
budget.
Objective task method
59. Action Plan and Gnat Charts
Objectives Tasks Success criteria Time frame
Sales
increasing
Handling
sales
Profit margin Within 3
months
Effective
advertisement
Crating
advertisement
Sales increasing Within 6
month
•Gnat charts mention time frame of marketing plan
and advertizing plan.