By : Amit Kundu

Hindustan Unilever Limited (HUL)

HUL is India's largest Fast Moving Consumer Goods

Company HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

Sunsilk
Launched in 1964
Sunsilk is the largest beauty shampoo brand in

the country. Positioned as the Hair Expert. The Benefits are more compelling and relevant. The accent is on It knows you, and hence knows exactly what your hair needs

Objectives
To determine the average level of Customer

preference towards Sunsilk Shampoo To identify the most significant variable affect for the level of preference. To recognize the potential benefits that customers expect from Sunsilk Shampoo.

Scope
It covers almost all categories of Sunsilk shampoo. The whole appraisal of Sunsilk shampoo has been done from the angle of customer preference.
Any substitute of shampoos like washing soaps or natural products has not been considered. The geographical area selected is Dwarka locality. Data is collected through a questionnaire. The Sample size is 50.

HAVE YOU TRIED SUNSILK?

83% of the

17% Tried 83% Not tried

respondents have used the Sunsilk Shampoo. Whereas 17% of the respondents have not used the Sunsilk Shampoo.

How you come to know about Sunsilk

22% Advertisement
54% 8% Friends Promotion Campaign Self Experience

16%

Expectation by Sunsilk Shampoo

26.50% 37.50% Smoothening of hair To prevent hair fall 17.10%

Black shiny hair

18.70% To construct damaged hair

Reasons that influences you to prefer for Sunsilk

48% 74% 86% 88% 70% 92% 24% 88% Price Fragrance Package Need satisfaction

Colour
Ingredients Past experience Promotion

Price level of Sunsilk

6% 44% High Price

50%

Value for money Affordable price

Is Sunsilk Shampoo easily available in retail outlets?

4%

Yes

No

96%

Conclusion
There is a higher level of customer preference in terms of

Sunsilk Shampoo Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing. The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price. The company should introduce a new product mix for cleanness and remove dandruff.

SUGGESTIONS
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