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 Thick and Long Soft and Smooth

Black Shine Hair Fall Solution

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

 Thetarget 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

 Developingthe 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

Classic clean Lively & Silky Refreshing

INGREDIENTS
 Active ingredient: Pyrithione zinc 1%

 Inactive ingredients: Water, Sodium lauryl sulfate,

Cocamide MEA, Zinc carbonate, Glycol distearate,
Dimethicane, Fragrance, Cetyl alcohol, etc.,
 ANALYSIS
THROUGH
CHARTS
GENDER:

G ender
Male F emale

39%

61%
 Ag e
25

20

15

10

0
B elow 20 20-25 26-30 31-35 A bove 35
S eries 1 14 25 13 12 16
 Hair T ype

50

40

30

20

10

0
Limp S traight Wavy C urly F riz z y
S eries 1 4 44 19 11 2
HAIR CONDITIONING:

60

40

20

0
Dry O ily Normal
S eries 1 16 9 55
 C hemic al A pplic ation
S eries 1

40

30

20

10

0
C olor B leec h P erm S traightening
S eries 1 35 7 12 26
WHICH PRODUCT DO YOU USE FOR
YOUR HAIR?

80
70
60
50
40
30
20
10
0
S hampoo S oap S hikakai
S eries 1 78 5 0
DO YOU USE SHAMPOO REGULARLY?

Yes/No

60

40

20

0
Yes No
Series1 51 29
IF YES, THEN WHAT BRAND OF
SHAMPOO DO YOU USE?

brand people use

30
25
20
15
10
5
0
Head and Sunsilk Some Any thing
Sholders other which is
brand inxpensive
Series1 25 22 28 3
IF YOU ARE A SHAMPOO USER THEN,
HOW OFTEN DO YOU USE IT?
How often use of
shampoo

60

40

20

0
Twi ce a Monthly Weekl y
Seri es1 46 2 4
IS SHAMPOO A NECESSITY FOR YOU?
Nec es s ity or Not

70
60
50
40
30
20
10
0
Y es No
S eries 1 64 16
IN WHAT QUANTITY DO YOU BUY
SHAMPOO?

Quantity people buy

40

30

20

10

0
F amily P ac ks S ac hets Mini B ottles B ottles /B igger
S eries 1 27 2 16 35
HOW MANY MEMBERS OF YOUR
FAMILY USE SHAMPOO?

70

60

50

40

30

20

10

0
S iblings only A ll O nly y ou
S eries 1 8 69 3
WHAT FEATURES DO YOU LOOK FOR IN
A SHAMPOO?

Features in a shampoo

40

30

20

10

0
Smoothening of To prevent hair
Conditioning
hair fall
Series1 31 13 16
DO YOU HAVE A DANDRUFF
PROBLEM?
Dandruff P roblem

60

50

40

30

20

10

0
Y es No
S eries 1 25 55
WHEN BUYING A SHAMPOO, DO YOU
CHECK INGREDIENTS AT THE BACK?

Check ingredients

50

40

30

20

10

0
Yes No
Series1 35 45
IN YOUR OPINION, WHAT IS THE MOST
IMPORTANT ATTRIBUTE IN A SHAMPOO?
Important Attribute

25
20
15

10
5

0
Brand
Smel l Moi s turi zer Vari ents
Name
Seri es 1 16 23 21 20
WHAT DO YOU LOOK FOR WHILE
BUYING A SHAMPOO?

Buying a shampoo

40

20

0
Packagi Features Cos t Brand
Seri es1 3 28 11 38
HOW EASILY IS SHAMPOO AVAILABLE
TO YOU?

A vailability

80

60

40

20

0
V ery c onvenient Inc onvenient
S eries 1 76 4
ARE YOU EASILY SWAYED BY THE
ADVERTISEMENTS OF SHAMPOOS?

Adversisement

60

40

20

0
Yes No
Series1 28 52
IF YOUR INCOME INCREASES, WILL YOU
INCREASE THE CONSUMPTION OF
SHAMPOO?
Consumption of shampoo

25

20
15
10
5
0
Strongl y Ca n't Di s a gre Strongl y
Agree
Agree s ay e Di a gree
Seri es 1 6 13 25 18 18
DO YOU FIND ANY ADDITIONAL UTILITY
BY USING SHAMPOO?

A d d itio n al Utilities

100

50

0
I us e it It really I us e it I do not
bec aus e it helps me bec aus e find any
S eries 1 2 65 7 6
PLEASE DESCRIBE YOUR HAIR LOSS,
DOES THIS BRAND EFFECT?
Hair loss

40

30

20

10

0
Jus t the
Al l Over Pa tchy Other
top area
Seri es 1 31 7 11 31
HAS YOUR HAIR BECOME THINNER DURING THE
PAST, WHEN YOU HAVE USED THIS SHAMPOO?

Hair thinner

40

30

20

10

0
3-6 7-12 Over 12 Over 3
Months Months Months Yea rs
Seri es 1 38 13 12 17
DO YOU NOTICE ACCESS HAIR FALL?
A c c es s H air F all

25

20

15

10

0
Mos t of
S ometi
Never O ften the A lway s
mes
time
S eries 1 16 14 24 10 16
 &

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 MODEL
ENVIRONMENTAL FACTORS BUYER'S BLACK BOX
BUYER'S
Marketing Environmental Buyer Decision RESPONSE
Stimuli Stimuli Characteristics Process
Problem
recognition
Information Product choice
Attitudes
Product Economic search Brand choice
Motivation
Price Technical Alternative Dealer choice
Perceptions
Place Political evaluation Purchase timing
Personality
Promotion Cultural Purchase Purchase
Lifestyle
decision amount
Post-purchase
behavior
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

 Accordingto 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.

 Butprice of head & shoulder is little bit high, so

they should try to reduce cost.
THANK YOU…