In The Name Of ALLAH

PROJECT ON FMCG’S

V/S

INTRODUCTION TO

INTRODUCTION TO UNILEVER

160 million times a day, someone somewhere chooses a Unilever product. From feeding your family to keeping your home clean and fresh, our brands are part of everyday life.

With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's lives in so many different ways

INTRODUCTION TO UNILEVER

Although Unilever wasn't formed until 1930, the companies that joined forces to create the business we know today were already well established before the start of the 20th century.

Unilever's founding companies produced products made of oils and fats, principally soap and margarine. At the beginning of the 20th century their expansion nearly outstrips the supply of raw materials.

BRAND PORTFOLIO

Their brand portfolio has made them leaders in every field in which they work. It ranges from much-loved world favourites including Lipton, Knorr, SunSilk, Dove and Omo, to trusted local brands such as Blue Band and Suave.

UNILEVER’S MISSION

Their mission is to add Vitality to life. “We meet everyday needs for nutrition,

hygiene and personal care with brands that help people feel good, look good, and get more out of life”.

UNILEVER’S STRATEGIC PRIORITIES

Personal Care Developing & Emerging Markets Vitality

LEVER BROTHERS PAKISTAN LIMITED

LBPL, the largest consumer goods producing company in Pakistan

Incorporated here in 1948 Started building their factory at Rahim Yar Khan Inaugurated formally in 1951 by the Governor General

of Pakistan.

INTRODUCTION TO

PRODUCT HISTORY

It was launched in 1954 in the United Kingdom.

By 1959, it was available in eighteen different countries worldwide.

Currently, Sunsilk products are available in over 50 countries throughout Asia, The Middle East, North Africa and , where is known as Sedal.

In Brazil, this brand is known as Seda. In Turkey the brand is sold under the name Elidor.

PRODUCT HISTORY Sunsilk was introduced in 1989 in Pakistan with three

variants related to hair types. With the competition from local and multinational

companies due to rationalization of excise duties, Sunsilk has not been able to gain the desired share in the market.

To strengthen the brand, LBPL decided to re-launch Sunsilk with a premium range consisting of four variants in January 2000.

In 2001, due to the constant research of their affiliated hair care institutes, the need of a shampoo for oily hair was observed and they launched a new variant of Sunsilk having citrus extracts.

IT AIMS AT (MISSION STATEMENT)

The Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto.

TARGET MARKET

Their main target market is females between the age group 16-40 belonging to the two upper income classes. But in their promotional activities, they cover the whole market irrespective of these classes.

COMPETITOR’S REVIEW

In urban areas, Sunsilk is acting as a market challenger

against P&G. Sunsilk has got the advantage of keeping their prices lower than P&G shampoos but P&G has captured a bigger share of the market due to its intense promotional activities.

RANGE CONSISTS OF

Yellow Sunsilk with Bio Proteins from Vegetable Extracts.

Black Sunsilk with Melanin from Plant Extracts.

Green Sunsilk with Fruitamins Vitamins from fruit Extracts.

Pink Sunsilk with essential Oils from Flower Extracts.

Orange Sunsilk with active nutrients from Citrus Extracts.

THE NEW COLLECTION

Anti-Dandruff

Hair Fall Solution

Thick and Long Soft and Smooth

Black Shine

INGREDIENTS OF SUNSILK

The ingredients used in Sunsilk Shampoo are:

Sodium Lauryl Ether Sulphate GHTC (Conditioner) Fragrance Heena Lotus Extracts

INTRODUCTION TO

INTRODUCTION TO PROCTER & GAMBLE

In 1837, Procter and Gamble was founded in Cincinnati by William Procter, a candle maker, and brother-in-law Gamble, a soap maker.

Their joint venture started one of the most influential companies in all American industry.

The company's first product was Ivory soap, introduced in 1879.

Several products were developed during the time period when William Procter's son, William Alexander Procter, took over the company (1890-1907).

Began working in the company in 1883 and served as president of the company from 1907-1930.

PURPOSE, VALUES & PRINCIPLE

Purpose: Provide branded products and services of superior

quality Value that improve the lives of the world's consumers,

now and for generations to come.

Values: Attract and recruit the finest people in the world We build their organization from within, promoting and

rewarding people without regard to any difference unrelated to performance.

PURPOSE, VALUES & PRINCIPLE (CONTD)

Principle: Show respect for all individuals Strategically focused on work Value Personal Mastery Seek to Be the Best Innovation Is the Cornerstone of Our Success Mutual Interdependency Is a Way of Life Externally Focused

GLOBAL OPERATIONS

The P&G community consists of over 138,000 employees working in over 80 countries worldwide. What began as a small, family-operated soap and candle company now provides products and services of superior quality and value to consumers in over 180 countries.

BRANDS OFFERED BY P&G

INTRODUCTION TO

PRODUCT HISTORY

Head & Shoulders is world's No.1 anti-dandruff shampoo. A power brand from P&G , this brand made its debut in Pakistan in 1991.

In Pakistan, H&S has a 65% market share of Anti -Dandruff shampoo segment. It has consolidated this position since the new Renaissance launch.

PRODUCT DEFINITION

1. Cleanness and Remove dandruff 2. Its new best ever anti-dandruff formula

provides better scalp coverage to get rid of even the tiniest dandruff flakes.

3. What's more it gives you soft, beautiful hair that's closer to the look you want.

4. The brand used the Markonym ZPT ( Zinc Pyrithine)Formula which has anti-fungal properties as its differentiator.

TARGET MARKET

The target market for Head & Shoulders are the Higher middle class people who are brand conscious, early adaptors and who care about the overall health of their hair.

OBJECTIVES

Understanding and analyzing research for Head & Shoulder

Developing the STP+ Marketing Mix Strategies of Head & Shoulder

Researching penetration of Head & Shoulder

THE BRAND…

Head & Shoulders was successful in establishing itself as a strong brand.It is under the umbrella of P & G.It’s branding strategy includes:

Firstly, it was able to differentiate itself from other anti- dandruff shampoos by the means of introduction of new element ZPT.

Secondly, Head & Shoulders was able to create a strong appeal as a mild, caring Anti-dandruff shampoo with lots of variants based upon consumer needs.

THE BRAND…

Thirdly, belonging to P & G gives Head & Shoulders an esteem in consumers mind and the quality maintenance with appropriate pricing gave Head & Shoulders strong respect.

Fourthly, it’s innovative campaigns and pervasive ways of promotion made the consumers well aware about Head & Shoulders.

DISTRIBUTION CHANNEL

The distribution channel of Head & Shoulders follows the conventional route of FMCG goods marketing, viz. Factory to distributor to whole-seller to retailer to consumer.

THE NEW COLLECTION

Hair Fall Defence Soothing Care Silky Black

Lively & SilkyClassic clean Refreshing

INGREDIENTS

Active ingredient: Pyrithione zinc 1%

Inactive ingredients: Water, Sodium lauryl sulfate, Cocamide MEA, Zinc carbonate, Glycol distearate, Dimethicane, Fragrance, Cetyl alcohol, etc.,

ANALYSISTHROUGH

CHARTS

GENDER:

G ender

39%

61%

Male F emale

0

5

10

15

20

25

Ag e

S eries 1 14 25 13 12 16

B elow 20 20-25 26-30 31-35 Above 35

0

10

20

30

40

50

Hair T ype

S eries 1 4 44 19 11 2

L imp S traight Wavy C urly F riz z y

HAIR CONDITIONING:

0

20

40

60

S eries 1 16 9 55

Dry Oily Normal

0

10

20

30

40

C hemic al Applic ationS eries 1

S eries 1 35 7 12 26

C olor B leec h P erm S traightening

WHICH PRODUCT DO YOU USE FOR YOUR HAIR?

0

10

20

30

40

50

60

70

80

S eries 1 78 5 0

S hampoo S oap S hikakai

DO YOU USE SHAMPOO REGULARLY?

0

20

40

60

Yes/No

Series1 51 29

Yes No

IF YES, THEN WHAT BRAND OF SHAMPOO DO YOU USE?

05

1015202530

Head and Sholders

Sunsilk Some other brand

Any thing which is

inxpensiveSeries1 25 22 28 3

brand people use

IF YOU ARE A SHAMPOO USER THEN, HOW OFTEN DO YOU USE IT?

0

20

40

60

How often use of shampoo

Series1 46 2 4

Twice a Monthly Weekly

IS SHAMPOO A NECESSITY FOR YOU?

0

10

20

30

40

50

60

70

Nec es s ity or Not

S eries 1 64 16

Y es No

IN WHAT QUANTITY DO YOU BUY SHAMPOO?

0

10

20

30

40

Quantity people buy

S eries 1 27 2 16 35

F amily P ac ks S ac hets Mini B ottles B ottles /B igger

HOW MANY MEMBERS OF YOUR FAMILY USE SHAMPOO?

0

10

20

30

40

50

60

70

S eries 1 8 69 3

S iblings only A ll Only you

WHAT FEATURES DO YOU LOOK FOR IN A SHAMPOO?

0

10

20

30

40

Features in a shampoo

Series1 31 13 16

Smoothening of hair

To prevent hair fall

Conditioning

DO YOU HAVE A DANDRUFF PROBLEM?

0

10

20

30

40

50

60

Dandruff P roblem

S eries 1 25 55

Y es No

WHEN BUYING A SHAMPOO, DO YOU CHECK INGREDIENTS AT THE BACK?

0

10

20

30

40

50

Check ingredients

Series1 35 45

Yes No

IN YOUR OPINION, WHAT IS THE MOST IMPORTANT ATTRIBUTE IN A SHAMPOO?

0

5

10

15

20

25

Important Attribute

Series1 16 23 21 20

Smell MoisturizerBrand Name

Varients

WHAT DO YOU LOOK FOR WHILE BUYING A SHAMPOO?

0

20

40

Buying a shampoo

Series1 3 28 11 38

Packagi Features Cost Brand

HOW EASILY IS SHAMPOO AVAILABLE TO YOU?

0

20

40

60

80

Availability

S eries 1 76 4

V ery c onvenient Inc onvenient

ARE YOU EASILY SWAYED BY THE ADVERTISEMENTS OF SHAMPOOS?

0

20

40

60

Adversisement

Series1 28 52

Yes No

IF YOUR INCOME INCREASES, WILL YOU INCREASE THE CONSUMPTION OF SHAMPOO?

0

5

10

15

20

25

Consumption of shampoo

Series1 6 13 25 18 18

Strongly Agree

AgreeCan't say

Disagree

Strongly Diagree

DO YOU FIND ANY ADDITIONAL UTILITY BY USING SHAMPOO?

0

50

100

Additional Utilities

S eries 1 2 65 7 6

I us e it bec aus e it

It really helps me

I us e it bec aus e

I do not find any

PLEASE DESCRIBE YOUR HAIR LOSS, DOES THIS BRAND EFFECT?

0

10

20

30

40

Hair loss

Series1 31 7 11 31

All Over PatchyJust the

top areaOther

HAS YOUR HAIR BECOME THINNER DURING THE PAST, WHEN YOU HAVE USED THIS SHAMPOO?

0

10

20

30

40

Hair thinner

Series1 38 13 12 17

3-6 Months

7-12 Months

Over 12 Months

Over 3 Years

DO YOU NOTICE ACCESS HAIR FALL?

0

5

10

15

20

25

Ac c es s Hair F all

S eries 1 16 14 24 10 16

Never OftenS ometi

mes

Mos t of the

timeA lways

IN INTERNATIONAL PERSPECTIVE

&

SUNSILK EXTENDS ITS EMPIRE IN COLOUR CARE MARKET SEGMENTATION Launches new SunSilk colour Shine System to broaden

customer base

The hair care market remains dynamic. SunSilk, the leader in the hair care market

This product launch is a major milestone for SunSilk and reflects the “Dare to Shine” concept.

SUNSILK ON THE MOVE

History of launching Sunsilk in Philpines and in UK

In the early years, Sunsilk focused much of its marketing attention on gaining international presence.

Life Can't Wait campaign clearly gave a boost in the demand for Sunsilk philippines by Filipinos all over the world.

UNILEVER BRINGS SUNSILK TO AMERICAN CONSUMER Sunsilk has been available in 80 countries on other

continents

Sunsilk is a fresh, new way to deal with hair, for American women

Women just want straight talk, and they want what the stuff in the bottle works for their hair problem--and that's exactly what Sunsilk delivers."

BEHIND THE LABEL HEAD AND SHOULDER Anti-dandruff shampoos are nothing but advertising puff

and chemicals

Shampoos belonging to the P&G stable occupy the top three spots

Dandruff shampoos are made with detergents, Essential oils of tea tree, and rosemary can apply as alternative of shampoo

GETS MAKE OVER HEAD AND SHOULDER P&G will unveil a new Head & Shoulders that features a

new formula, fragrance and bottle design.

The new shampoo line includes classic clean, classic clean 2-in-1, extra fullness, smooth & silky 2-in-1, dry scalp care, refresh and intensive treatment .

P&G UNCAPS $ 60M FOR HEAD & SHOULDER Procter & Gamble relaunch its Head & Shoulders brand

of dandruff shampoos with an estimated $60 million in marketing support.

More than half of consumers get dandruff, but far fewer actually buy dandruff shampoo.

CONSUMER MODEL BEHAVIOUR

ENVIRONMENTAL FACTORS

BUYER'S BLACK BOX

BUYER'S RESPONSE

CONSUMER BEHAVIOR MODELENVIRONMENTAL FACTORS BUYER'S BLACK BOX

BUYER'S RESPONSEMarketing

StimuliEnvironmental Stimuli

Buyer Characteristics

Decision Process

ProductPricePlacePromotion

EconomicTechnicalPoliticalCultural

AttitudesMotivationPerceptionsPersonalityLifestyle

Problem recognitionInformation searchAlternative evaluationPurchase decisionPost-purchase behavior

Product choiceBrand choiceDealer choicePurchase timingPurchase amount

SUGGESTIONS

Maintain it’s quality with constant improvements. To come up with new varieties according to market

needs. To maintain a competitive pricing. Promotion in rural and semi-urban areas. Special offers , discounts to consumers as well as

distributors. Innovative means of promotions like forming a

special association or some distinct group which will help maintain it’s brand equity and loyalty.

RECOMMENDATION

According to the research done on consumer behaviour by us consumer are happy with the brand but the company need to increase more community based awareness and also by using blogs.

Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

But price of head & shoulder is little bit high, so they should try to reduce cost.

THANK YOU…