“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 Shaheed University Lyari, Karachi

Table of Contents: INTRODUCTION: .............................................................................................................................3

HISTRORY OF UNILEVER COMPANY: ......................................................................................3

HISTORY PAKISTAN 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

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.

Today the 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.

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.”

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 personal care 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:

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

ANSOFF MATRIX:

Market Penetration

Product Development

DiversificationMarket

Development

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:

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:

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:

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.

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

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 300 100

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:

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.

School Programs.

Product Labels.

Websites.

Call Centers

Stall Activities.

Promotion refers that activities by which user get information about product or

service that is going to provide.

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

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

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.

Variety of reasons by which sun silk is enjoying

differentiation:

It does different things like gang of girls.

It offers experts of hair care like: Jawed

habib, Samantha khochar & Jamal

hammadi.

This product is relevant among wide

masses because of its quality, affordability

and constant innovation.

DIFFERENTIATION:

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.

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.

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.

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

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

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”

\