Table Of Contents

Introduction

Product

Sunsilk

o Objectives

o Market Segmentation

o Target Market

o Competitors

o Stock Keeping Unit (SKU’s)

o Marketing Mix (4 P’s)

Head & Shoulders

o Objectives

o Market Segmentation

o Target Market

o Competitors

o Stock Keeping Unit (SKU’s)

 o Marketing Mix (4 P’s)

Pantene Pro-v

o Objectives

o Market Segmentation

o Target Market

o Competitors

o Stock Keeping Unit (SKU’s)

o Marketing Mix (4 P’s)

 Introduction

In this report we have analyzed three different shampoos and their marketing strategies. We have

taken Sunsilk, Pantene pro-v and Head & Shoulders. Here we are looking into the various

marketing strategies that the three products have adopted. The report gives the industry analysis

and the target markets of these products. Moreover it also gives every little detail about the way

these products have made their place in the Market.

 PRODUCTS

1. SUNSILK:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group.

Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch

conglomerate's “billion dollar brands". Sunsilk shampoos, conditioners and other hair care

products are sold in 69 countries worldwide.

Sunsilk is sold under a variety of different names in markets around the world including Elidor,

Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the

number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka and Thailand.

2. HEAD & SHOULDERS:

Since 1950, head & shoulders has been at the forefront of scalp and hair science, significantly

advancing the treatment of dandruff and scalp problems. Along with professional advice and

expert insight we have a wide range of products to care for your scalp and nurture your

hair.

Head & shoulder is a brand of P&G particularly used for dandruff prevention and to protect hair.

H&S is market leader for more than 35 years. As a result, over 90 million people in over 45

different countries have come to depend on Head & Shoulders to help prevent dandruff.

Procter & Gamble Hygiene and Health Care Limited (P&G) announced the launch of `Best-Ever

Head & Shoulders Anti-Dandruff Shampoo' (H&S) in the Rs 500 crore hair-care market.
3. PANTENE PRO-V:

Pantene is a brand of hair care products owned by Procter & Gamble. The product line was first

introduced in Europe in 1947 by Hoffman-LaRoche of Switzerland, which branded the name

based on panthenol as a shampoo ingredient. It was purchased by Procter & Gamble (P&G) in

1985 in order for P&G to compete in the "beauty product" market rather than only functional

products.

The brand's best-known product became the conditioning shampoo Pantene Pro-V (Pantene Pro-

Vitamin). The product became most noted due to an advertising campaign in the late 1980s in

which fashion models said, "Don't hate me because I'm beautiful." Kelly LeBrock gained

notoriety as the first television spokeswoman to speak the line. The line was criticized

by feminists and became a pop-culture catchphrase for "annoying" narcissistic behavior.

 SUNSILK

Objectives:
The new sunsilk shampoo aims at fulfilling the needs of 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 targeted consumer. The theme of the product

should be anchored around the motto:

“Softness, shine and manageability of hair”

Market Segmentation:
The demographic or geographic segmentation is not as important as it is based upon the life-style

as well as customers preferences despite of their demography or geography. The core segments

were:

o Dream soft & Smooth

o Stunning Black Shine

o Lusciously Thick & Long

o Anti-Dandruff Solution

o Hair Fall Solution

Sunsilk is Co-creation formula created by exprts. They came with this idea to grab the

market and to be superior in the market. From 2009 Sunsilk started working with a number
 of professional hair "experts" to develop new and improved products.Each hair “issue"

variant links to an "expert”with the relevant specialist hair knowledge. Forexample, Dr

Francesca Fusco, a New York dermatologist, co-created a “hairfall” variant forthe brand. The

lineup also includes: Jamal Hammadi for Black Shine, Rita Hazan for VibrantColour, Teddy

Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction,Ouidad for

Defined Curls and Yuko Yamashita (known for Japanese hair straightening) forPerfect

Straight. This is the way they are catering to people who are extremely conscious about the

product they are using and the people who make choice of product on medical terms.

Target market:
The main target market of Sunsilk is females between the ages group 16-40 belonging to the

lower and middle income classes. But in their promotional activities, they cover the whole

market irrespective of these classes.

Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing

power of people. For which quantity of the product can be changed according to the income and

purchasing power of the consumers as in case of Sunsilk 120ml and 5ml packs are also available

to target low income groups.

Competitors:
In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. Sunsilk

has got the advantage of keeping their prices lower than Head & Shoulder shampoos but
Head & Shoulder has captured a bigger share of the market due to its intense promotional

activities.

STOCK KEEPING UNIT (SKU’s)

With quality ingredients and innovative formulations, Sunsilk are rich and Sunsilk

conditioners are thick and cream to give you simply beautiful hair with same price for

each category.

Packaging and labeling:

o Effective packaging-Provide Effective and efficient information regarding usage of product.

o Sachet and bottles both are sleek, stylish and compact.

o Attractive packaging provide Manufacturing date, expiry date and price of the product.

o Proper cutting edge is available in sachet.

o Different colors are used for different variety.

Family of Products

Personal & Beauty - Cosmetics, Oral Care, Hair Care

House & Home – Laundry care, Dish Soap, Snacks & Coffee

Health & Wellness – Prescription drugs, Health Care

Baby & Family- Pre-care & Nutrition

 Marketing Mix (4P’s)

PRODUCT
Currently, the range consists of:

Yellow Sunsilk with Bio Proteins from Vegetable Extracts:

Normal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable

milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and

beautiful.

Black Sunsilk with Melanin from Plant Extracts:

Dull hair needs a rich black shine. New Sunsilk with Melanin extracted from plants serves this

purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a

rich black shine.

Green Sunsilk with Fruitamins Vitamins from fruit Extracts:

Thin and limp hair needs extra body and volume. New sunsilk with Fruitamins has natural extracts

from fruit that contains Vitamins. These vitamins help in giving extra body, shine and amazing

manageability to the thinning and lifeless hair.

Pink Sunsilk with yoghurt proteins :

Dry hair needs wholesome conditioning, extra shine and style. New Sunsilk with yoghurt proteins

makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it

shiny and beautiful.

Orange Sunsilk with active nutrients from Citrus Extracts:

The advanced formula of orange Sunsilk is the result of the latest research. This shampoo is

especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New

sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients

deeply penetrate each hair strand to nourish it Customer Review of Product Usage

PRICE

Sunsilk claims to practice value-based pricing in which the customers’ perception of the

product’s price provides a starting point for developing the marketing mix of the product. The

research department determines this price usually by using focus groups. The price of Re 1 and 2

for Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase

more convenient, since the rupee is denoted in this value.

Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the

Demands keeping in mind the wants of this particular customer segment.

The primary importance of this value-based pricing is that the product demand will be much

higher if its price is in line with the customer’s perception of its value. One crucial concern for

value-based pricing is strict management of cost in order to be able to make a profit at the value-

based price. After the initial price is determined, Sunsilk then uses target costing in order to
achieve the required profits.

PROMOTION:
o Build top of the line consumers’ awareness.

o Creating a personality of the brand.

o Besides having these general objectives, the advertising objectives are set avoiding to the

advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being

re-launched were:

o To increase the usage.

o Conditioning benefits.

o Makes the hair appear clean and shiny.

o Imparts a feeling of freshness-due to fragrance

o Easy to manage, silky, soft hair.

METHODS ADOPTED TO PROMOTE THE BRAND NAME OF SUNSILK

o Actresses as spokespersons

o Co-marketing

o Some of these films were made exclusively for retailers like Wal-Mart and

o were telecast in-store

o Sponsor for fashion shows

PLACE
“To reach as many towns and villages as we can”

There are different distributors for different areas. They are carefully selected and their performance

is constantly evaluated.

HEAD AND SHOULDERS

Objectives:

• Cleanliness and removal of Dandruff

• Providing better scalp coverage to get rid of even the tiniest dandruff flake.

• To give soft, beautiful hair that is closest to the look that people want

Market Segmentation:
The available segments could have been found based on demography, geography,

pshychography or Life-style. But being an FMCG product, like shampoo, The demographic or

geographic segmentation is not as important as it is based upon the life-style as well as customers

preferences despite of their demography or geography. The core segments were

 Shiny Hair.

 Black Hair.

 Anti-Dandruff.
  Low Price.

Head & Shoulders started operating in the Anti-Dandruff segment. As an added benefit it also

emphasized on smooth hair. It mainly used in urban and semi urban area. Its user status includes

Regular user, Potential user & non user. Segmentation is also done for different age groups and

different variety is available for different hair.

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.

Competitors:

• Sunsilk .Anti-dandruff

• Clear

• Clinic Plus.

STOCK KEEPING UNIT (SKU’s )

Product strategy/mix:

All variety has almost Price same.

Packaging and labeling:

o Effective packaging-Provide Effective and efficient information regarding usage of product.

o Sachet and bottles both are sleek, stylish and compact.

o Attractive packaging provide Manufacturing date, expiry date and price of the product.

o Proper cutting edge is available in sachet.

o Different color are used for different variety.

Family of Products

Personal & Beauty - Cosmetics, Oral Care, Hair Care

House & Home – Laundry care, Dish Soap, Snacks & Coffee

Health & Wellness – Prescription drugs, Health Care

Baby & Family- Pre-care & Nutrition

Marketing Mix (4P’s)

PRODUCT:
Head and Shoulders Shampoo is a popular brand of shampoo. It is one of the well known

products of P&G Company.

It is one of the reliable shampoos that removes dandruff and gives great look to your hair. You
can get soft manageable hair after using this particular brand of shampoo. Its special formulae

would not trouble you with your dandruff flakes. It is one of the best anti- dandruff shampoos

that is serving the people for 5 years.

Product depth:

o Smooth and silky - (Makes hair smoother and silkier)

o Refreshing menthol and silky - ( which removes scalp itch and provides a cool sensation)

o Clear and Balanced - (Which is said to provide right balance of cleaning and

conditioning)

o Classic Clean Shampoo & Conditioner

o Dry Scalp Shampoo & Conditioner

o Ocean Lift Shampoo

o Restoring Shine

o Refresh Shampoo

PLACE:
All the Head and Shoulders products are available in all the leading stores of the country.

PRICE:
The prices of the products are reasonable and are within the easy reach of the people.
PROMOTION:
Kareena Kapoor is also proud to endorse this particular brand. She feels it is a great brand and all

fashion conscious people should use it to get the great look. Kareena is one of the most popular

faces who appear in a number of commercials. These include Globus, Emami Boroplus cream,

Citizen Watches, ICI Paints and ITC soap. You can see the sizzling Bollywood actress in many

television commercials as well as many promotional campaign

PENTENE PRO- V

Objectives:
o Pantene’s shampoo formulas are specially designed to help get the look customers want,

while keeping hair strong against damage and healthy.

o Finding a shampoo for unique hair needs and different types of hair.

Market Segmentation:
Pantene has revitalized their product line by segmenting their shampoos, conditioners and styling

products into three categories:

o Fine,

o Med-Thick,

o Curly and Color

This allows consumers the opportunity to tailor their selection according to need while still

paying a “drug-store price’

.

Target Market:
o Mainly the women and girls.

o Regular users, including Males

Competitors:
o Sunsilk .

o Clinic Plus.

STOCK KEEPING UNIT (SKU’s)

Family of Products:

Personal & Beauty - Cosmetics, Oral Care, Hair Care

House & Home – Laundry care, Dish Soap, Snacks & Coffee

Health & Wellness – Prescription drugs, Health Care

Baby & Family- Pre-care & Nutrition

Brand Extension:

Line extension Products:

 o Pro-V Expression

o Color revival

o Daily moisture renewal

o Sheer Volume

o Hydrating Curls

Brand Strategy:

Umbrella Branding.

Brand Extensions :

Optional feature Pricing

Marketing Mix (4P’s)

PRODUCT:
Clearly, Shampoo is more than just shampoo when P&G sells it. P&Gs great success in the

rough-and-tumble shampoo world comes from developing an innovative product concept. An

effectiveproduct concept is the first step in marketing-mix planning. We will now discuss our

product Pantene under the following heads:

FORM:
It is available in the both premium bottle pack as well as satchets.

FEATURES:

The Pantene has whole range of shampoos with different features. These are Volume Care,

Smoothing Care, Color Care, Curl Care and Basic Care, anti dandruff, anti-hair fall etc.

SIZE OF PACKAGE

Available in 100 ml,200 ml and 400 ml sizes

BRAND:

Pantene Pro-V continues to create a line of products that transforms dull, dry, limp hair

intohealthy, shiny hair. Their slogan: Hair so healthy, it shines! Each of the pro-vitamin

essentials has been formulated to meet a special hair care need, in particular panthenol

Pantene is currently facing issues with intense competition, but their unique Pro-Vitaminin

gredient makes hair strong and healthy. P&G is now one of the worlds largest beautycompanies

(P&G Annual report). P&G states that Pantene is the worlds largest hair care brand andthat it

grew in double digits over the last two-years. P&G claims that this success is due in part totheir

unsurpassed hair conditioning technology.The global retail hair care market is a $34 billion

industry. P&G has annual sales of more than $4.5billion with leading brands like Pantene.

Pantenes position in the market is by attribute, claiming Hair so Healthy it Shines and their

latest is a hair care challenge saying, Healthier Hair in just 10Days. Guaranteed. Pantene uses

price to slightly separate itself from its in-store competitors. Theprice for Pantene products is
slightly higher, identifying it as a better product. Pantene is also positioned around the product

user. It has recently done commercials with actresses like Katrina Kaif,Sushmita Sen,Lara

Dutta.Lastly Pantene is positioned by the competitor. It is perceived as a product that maintains

great hair and according to the sales figures it is perceived as a betterproduct by consumers.

PRICE:
As mentioned above the 200 ml bottle was available for Rs 98 and 100 ml for Rs 51.But

veryrecently Pantene had reduced the prices and now the same 200 ml bottles are available for

Rs 89and 100 ML FOR Rs 41.P&G has basically adopted Geographical pricing strategy for

Pantene.They have set different pricesfor Pantene in different countries.This is a very good

strategic method as it captures the localconditions as well as purchasing power of the local

population.When Pantene launched Lively Clean,it adopted Promotional Pricing for it and

launched it at an introductory price of R78 for 200 ml bottle has also introduced Bundle Pricing

where it has clubbed two or more products and sold them at are reduced price. But this strategy

has not been very successful as it eroded the premium image of the Shampoo and gave the

impression of desperation of the company.Around 2 years back in 2006 P&G reduced the rates

of Pantene by 16%. By this way what P&G didwas cutting its bottle's premium over sachets.

Procter & Gamble made dramatic and long-term changes in its pricing and promotion strategy

during which it boosted advertising while simultaneously curbing its distribution channel deals

(in-store displays, trade deals), and significantly reducing its coupon promotions

.
PROMOTION:
The promotional strategy of Pantene is highly useful and effective. Using magazine print

advertisements and commercials allows for the opportunity to segment their advertisements by

specific magazines, specific TV shows, and specific time slots. These strategies provide Pantene

with the opportunity to wisely advertise to their target audience. Pantene use of advertising with

different ethnicities, hair types, and ages has proven to be acritical factor because they are now

developing specific hair care line for different types of ethnicities; they were voted Asias number

one shampoo, and they are a highly marketable product in Europe.Without promotion this brand

would be relatively unknown and its popularity would not be nearwhat has been established with

promotion. Many times when a consumer sees a product in thestore that they have not heard of

they will browse over it and choose a product they know.Consumer and market knowledge are

prevalent because Pantene and P&G are built around what consumers want.

Public Relations is a large aspect of the P&G/Pantene promotional mix. Proctor & Gamble does

things like raising funds for children who suffer from malnutrition in India and Pantene

recentlyput on the Condition for a Cause campaign, donating money to heart disease research.

SalesPromotion is also alarge factor for Pantene, they use marketing and business techniques to

try andimprove consumers lives. They are always finding new and better ways to reach their

consumersand between their PR campaigns and advertising they are constantly appealing to

consumers andcausing them to trust Pantene.Personal selling is not an aspect of Pantenes

promotional selling and it would not be wise toincorporate it. Personal selling often comes off as

a sleazy salesmans cheap and last minute effort.Pantenes print and TV advertisements are

enough for Pantene to bring in new customers andfrequently remind its loyal customers that it is

still in the stores and going strong. Personal Sellingwould also be a pricey move that would
hinder rather than aid Pantenes efforts. Lastly, advertisingis an enormous part of Pantenes

promotional mix. Without the current advertising strategies andpast ones as well, Pantene

wouldnt be the widely known and the highly used brand that it is today

PLACE
Placement (or distribution): refers to how the product gets to the customer; for example, point-

of-sale placement or retailing. This fourth P has also sometimes been called

Place, referring to thechannel by which a product or service is sold (e.g. online vs. retail), which

geographic region orindustry, to which segment (young adults, families, business people), etc.

also referring to how theenvironment in which the product is sold in can affect sales.Pantene has

an undoubtedly amazing design & distribution channel and this can be supportedby the fact

Pantene is one of the most easily available brands in the industry.In 1998-1999. Pantene

launched global corporate restructuring program called Organization 2005,and made several

changes in structure, work processes and culture to generate greater stretch,innovation and speed

to help its products reach the market faster.Pantene retails through Spencers,Reliance

Fresh,More,RPG group and wide variety of Kirana storesspread all over the country