Upload
sandycse2005
View
268
Download
0
Embed Size (px)
Citation preview
7/27/2019 Sunsilk Gang of Girls -1
1/30
SachchidanandAgrahari
Jindal
NitinSoumya
Shalibhadra
Lokesh
7/27/2019 Sunsilk Gang of Girls -1
2/30
HUL Introduction
Hindustan Unilever Limited is India'slargest Fast Moving Consumer Goods(FMCG) company.
HUL was formed in 1933 as Lever BrothersIndia Limited and came into being in 1956
as Hindustan Lever Limited. The Company has over 16,000 employees.
There are 75 manufacturing locations inIndia.
Annual turnover of around Rs. 21,736
crores (financial year 2011 - 2012). Unilever has about 52% shareholding in
HUL.
HUL's brands are spread across 20 distinctconsumer categories.
7/27/2019 Sunsilk Gang of Girls -1
3/30
Contd..
Brands With over 35 brands spanning 20 distinct categories such as
soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee, packaged foods, icecream, and water purifiers.
Home & personal care:- Lakme, Axe, Pepsodent, Surf Excel,
Wheel, Lux, Dove, Fair & Lovely & many more.
Foods & Beverages:- Kissan, Knnor Soups, Annapurna, Kwality
Walls, Brooke Bond , Lipton etc.
It has also launch water purifier with the name Pureit.
7/27/2019 Sunsilk Gang of Girls -1
4/30
Shampoos
The HUL holds a 44% market share in the Indianshampoo industry.
HUL earns almost 8% of its revenue from the sale of
these products.There are 6 brands under this category-
Sunsilk
Dove
Clinic Plus Clear
Aviance
TRESemm
7/27/2019 Sunsilk Gang of Girls -1
5/30
Shampoo Market inIndia
7/27/2019 Sunsilk Gang of Girls -1
6/30
History The name Shampoo is
derived from champo Introduced in Britain by
Bengali EntrepreneurMahomed in 1814.
Known as Mahomeds IndianVapour Baths.
Clients received an Indiantreatment of champi
(shampooing). In India, Shampoo came in to
existence in 1960.
7/27/2019 Sunsilk Gang of Girls -1
7/30
Shampoo Market : History
Excise duty decreased from 120% in 1993 to
16% in 2002.
Aggressive marketing started in 1993.
Market grew 2.5 times from 1994 to 1998. It was worth 85 mn in 2001
Market penetration
Rural: 12% Urban: 36%
7/27/2019 Sunsilk Gang of Girls -1
8/30
Segmentation Beauty
Sunsilk Health
Clinic Plus, Pantene
Anti-Dandruff (AD)
Head & shoulder, Clinic allclear
Herbal/Natural Ayur , Vatica, Nyle
Premium Products Shehnaz Hussain
Revlon Flex
L'Oreal
7/27/2019 Sunsilk Gang of Girls -1
9/30
Growth Story People were afraid of Shampoo
due to its chemical usage.
herbal shampoos emerged as asignificant niche in 1990.
Chik (Cavin Care) emerged as
price player. Later on, Cavin care as first
company to launch sachetsshampoo (Chik).
By 2004, Shampoo market wasRs. 100 mn.
Major drivers of growth weresachets.
7/27/2019 Sunsilk Gang of Girls -1
10/30
Price war
In 2003, this industry startedfacing price war.
Aim was to provide value to theconsumers.
Indian companies like Cavin care
and Dabur were the biggest
looser.
7/27/2019 Sunsilk Gang of Girls -1
11/30
Current Shampoo market Size in India
Size of shampoo market 950 Cr
Anti - Dandruff Shampoo - 20 % ofabove
Sachet Sales - 70 % of above
Average Growth over the last few yrs -
> 20 Expected Average growth over the next
few yrs - 25 %
7/27/2019 Sunsilk Gang of Girls -1
12/30
Shampoo Awareness in India
Urban areas - 95 %,accounting for 80 % ofshampoo sold in the
country Rural areas - 80 %,
accounting for 20 % ofshampoo sold in thecountry
7/27/2019 Sunsilk Gang of Girls -1
13/30
Rural market for shampoo
70% of population live in rural India.
More than 50% FMCG sales comes fromrural markets.
90% sales comes in form of sachets of Rs1-3.
Increasing brand awareness and income. Special focus of FMCG companies in
rural india.
7/27/2019 Sunsilk Gang of Girls -1
14/30
Market share in Indian shampoo
industry
HUL, 46%
P&G, 24%
Cavin
Kare, 18%
Dabur, 7%Others, 5%
7/27/2019 Sunsilk Gang of Girls -1
15/30
STRENGTHS:
1. Low operational costs
2. Presence of established
distribution networks in bothurban and rural areas
3. Presence of well-known
brands in FMCG
WEAKNESSES:
1.Low exports levels.
2.Lower scope of investing intechnology and achieving economies
of scale, especially in small sectors.
3.Education in rural Market.
OPPORTUNITIES
1. Untapped rural market
2. Rising income levels
3. Large domestic market- a
population of over one billion.4. Export potential
5. High consumer goods
spending
THREATS:
1.Removal of import restrictions
resulting in replacing of domestic
brands
2.Slowdown in rural demand3.New entrants.
4.spurious goods and illegal
foreign imports.
5.Low infrastructure.
7/27/2019 Sunsilk Gang of Girls -1
16/30
Background of Sunsilk 1954 Sunsilk first launched in the UK.
1955 First advertisement of Sunsilk appeared on TV. 1964 Launch of Sunsilk hair spray.
1968 Sunsilk shampoo re-packaged in PVC bottles.
1971 Launch of Sunsilk conditioner.
1975 Sunsilk became the biggest name in hair care.
2003 Sunsilk glossy magazine launched in Argentina.
2006 Social networking site Gang of Girls was introduced in India.
Number 1 in Asia, Latin America and the Middle East
Sales of more than 1 billion a year.
Also sold as Elidor, Hazeline, Seda and Sedal. Awards: Holds the Guinness World Record for the most heads of
hair washed and styled in one day.
7/27/2019 Sunsilk Gang of Girls -1
17/30
Thick & Long Shampoo& Conditioner
Hairfall SolutionShampoo & Conditioner
Clean and FreshShampoo
Soft & SmoothShampoo & Conditioner
Anti-Dandruff Shampoo
& Conditioner
Black Shine Shampoo
PROD
UCT
VARIA
NTS
7/27/2019 Sunsilk Gang of Girls -1
18/30
Contd
Yellow Sunsilk with Bio Proteins fromVegetable Extracts
Black Sunsilk with Melanin from Plant
Extracts Green Sunsilk with Fruitamins Vitamins
from fruit Extracts
Pink Sunsilk with yoghurt proteins
Orange Sunsilk with active nutrients fromCitrus Extracts
7/27/2019 Sunsilk Gang of Girls -1
19/30
Target market of Sunsilk:
The main target market of Sunsilk is females between
the ages group 16-40 belonging to the lower andmiddle income classes.
In their promotional activities, they cover the wholemarket irrespective of these classes.
Sunsilk target itsmarket on the basis of consumer buyingbehavior, income level, and purchasing power ofpeople.
Quantity of the product can be changed according to
the income and purchasing power of the consumers asin case of Sunsilk 120ml and 5ml packs are alsoavailable to target low income groups.
7/27/2019 Sunsilk Gang of Girls -1
20/30
THE MARKETING MIX (5Ps)PRODUCT: Sunsilk is a twenty-plus urbanite girl,
shes charismatic, confident, approachable and ago getter.
She portrays a perfect 21st century woman whomakes her dreams come true by sheer hardwork.
The quality of the product is maintained throughextensive chemical testing which takes place
after every month. Thus Sunsilk secures its place in the consumer
mind by frequent innovations in the product andmaintaining its quality.
PLACEMENT: Being a mass product with a marketpenetration of about 90%, Sunsilks aim is to be
the supplier of choice for its customers The product reaches the end consumer through
retailers, supermarkets and small stores. Its easyavailability is of the factors that determines itshigh consumer demand.
Unilever makes sure that the product reachesevery consumer by its strong.
7/27/2019 Sunsilk Gang of Girls -1
21/30
Packaging:Sunsilks approach to responsible packagingseeks to take into account environmental, social andeconomic considerations.
Sunsilk is known for its bright, catchy colors whichinstantly attract a customer so that they can spot aSunsilk bottle from a vast array of differentshampoos. The colors also go along with the brand
image of Sunsilk which portrays an outgoingpersonality of a young woman.
Thee 5 key elements towards packaging are
Remove
Reduce
Reuse
Renew
Recycle
PRICE: Sunsilk is the market leader and it therefore sets the
7/27/2019 Sunsilk Gang of Girls -1
22/30
PRICE: Sunsilk is the market leader and it therefore sets themarket price.
The research department determines this price usually byusing focus groups, hence taking into account the
affordability of the product by people of all incomes. Unilever makes use of a process known as demand
planning to estimate local demand. Through this techniquethey keep track of the weekly sales and production- salesgoing out and stock coming in.
PROMOTION: It uses a combination of channels, whichincludes product labels, websites, call centersand/or consumer leaflets to communicate openly with theconsumers.
It has introduced new marketing guidelines limitingadvertising to children under 12 and banning the useof 'size-zero' models.
To promote its brand, Sunsilk distributes flyers and freesachets at the road side and at malls, and door to door
campaigning.
7/27/2019 Sunsilk Gang of Girls -1
23/30
Communication Tools of Sunsilk
Electronics Media-Electronic Media hasbeen the major factor in determining the global success of Sunsilk.In todays world where an average middle class individual has access to 30 to 40 channelsthrough the cable minimum.
Print Media-The print media including the
magazines, newspapers and brochure. Billboards-
Sunsilk has nearly all of its products on the billboards when either its launching a new ad,coming up with price promotions or relaunching any product.
Giving out free Samples- Sunsilk black
introduction into the market made them tocreate awareness amongst the youth, theywent to schools and colleges and distributedfree samples of the products and gave outlittle brochures.
7/27/2019 Sunsilk Gang of Girls -1
24/30
Consumer responses to Sunsilks
advertisements
33.33%
54.55%
12.12%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Attractive Average Cheap
7/27/2019 Sunsilk Gang of Girls -1
25/30
Internet Marketing Online marketing, also known as online advertisement, internet marketing
and e-marketing.
Online advertising uses the Internet and World Wide Web to delivermarketing messages to larger audience and attract customers
It refers to using the power of Internet advertising to generate a responsefrom target audience. Online marketing is used by companies selling goodsand services directly to consumers.
Internet marketing can also be broken down into more specialized areas
such as Web marketing, email marketing and social media marketing:i. Web marketing includes e-commerce Web sites, affiliate marketing Web
sites, promotional or informative Web sites, online advertising on searchengines, and organic search engine results via search engine optimization(SEO)
ii. Email marketing involves both advertising and promotional marketing
efforts via e-mail messages to current and prospective customersiii. Social media marketing involves both advertising and marketing
(including viral marketing) efforts via social networking sites likeFacebook, Twitter, YouTube and Digg etc.
7/27/2019 Sunsilk Gang of Girls -1
26/30
Different fields / areas of marketing within
internet marketing:-
Affiliate Marketing
Display Advertising
Email MarketingInteractive Advertising
Search Engine Marketing
Online Public Relations
Social Media Optimization
7/27/2019 Sunsilk Gang of Girls -1
27/30
Advantages of Online Marketing Internet marketing is inexpensive:
companies can reach a wide audience fora small fraction of traditional advertising
budgets.
The nature of the medium allowsconsumers to research and to purchase
products and services conveniently.
Internet marketers also have the
advantage of measuring statistics easilyand inexpensively; almost all aspects ofan Internet marketing campaign can betraced, measured, and tested.
The advertisers can use a variety ofmethods, such as pay per impression, pay
per click, pay per play, and pay peraction.
The results of campaigns can bemeasured and tracked immediately
because it require users to click on anadvertisement, to visit a website, and to
perform a targeted action
7/27/2019 Sunsilk Gang of Girls -1
28/30
It helps in spreading the business worldwide with
no geographical barriers
It is a 24X7 (365 days) open store where peopleare welcome to shop anytime from anywhere.
It also helps in creating credibility and gain trust
and confidence of the customers. Many peopleuse internet for the pre-purchase of products and
services
It also helps in updating the subscribers through a
fast mode of e-mails. Visitors get up-to-date
information on each visit.
7/27/2019 Sunsilk Gang of Girls -1
29/30
o Higher transparency of pricing and increased price competition
o Worldwide competition through globalization
o Security, privacy issues
o Easier to have outdated information on internet, update timing is acritical issue here.
o There is a lot of competition in the market and by the time visitorreaches the product they have already gone through many links
o It can leave the businessman feeling isolated because the world wideweb is faceless, cold and inhuman. This can leave customer feelingisolated and very inward.
o Information Overload: There is lot of information on the world wideweb. There can be too much of good information about thecompanies. This can leave customers more confused than before.Customer might not be able to tell who to chose.
Disadvantages of Online Marketing
7/27/2019 Sunsilk Gang of Girls -1
30/30
Rich & Informative Content The site is a rich reservoir of articles on hair styling, hair
care, fashion trends, beauty secrets, relationships andmore.
Additionally, the website features blogs by femalecelebrities giving users insight into the lives and minds oftheir idols.
The site is well equipped with the latest entertainmentupdates presented by MSN India.
The website in association with Astro Life presents userstheir daily horoscope along with other astrological insights.
An association with Monster Jobs allows the site to present
users with hot career opportunities for them to explore.Replicating Success across Asia The success of SunsilkGang Of Girls, over the years, has given way to the launchof Gang Of Girls websites for each of a number ofcountries in South and South-East Asia.