Marketing plan

1. Welcome to the
exquisite marvelous
leading world of
Unilever…
Prepared by:
A.K.P. Pubuddi Shamila
Sri Lanka Institute of Marketing– Sri Lanka
pubuddishamila@gmail.com

2. Marketing plan

3. Purpose of the marketing plan
Analysis the
market situation
of Sunsilk
Increase the
market share

4. Uniliver Sri Lanka

5. History, Current market size,
Growth and profitability
Uniliver has developing history.
Unilever Sri Lanka at a glance.
Fast moving consumer goods company
with local manufacturing facilities.
Business groups for innovation.
Home Care, Personal Care and Foods.

6. Vision and Mission
Vision
Work to create a better future every
day by inspiring people and develop
new ways of doing business.
Mission
To add Vitality to life.

7. Brands of Uniliver

8. Internal Environment
Staff Relations
Selected as one of the Ten Best Corporate Citizens.
Resource Constraints
Emerging one of ten Gold Award winners.
Corporate Structure and Culture
Unilever is home to some of the most innovative people.
Their culture is about what they believe in & how they act

9. “Life Can’t Wait”

10. The Product
They’re collaborating with the world’s top
hair experts.
Each one of their Sunsilk Co - Creators
specializes in a different element of hair care
with perfect results.
Sunsilk introduces 1st ever shampoo for
covered hair in Sri Lanka.

11. Product Category and
characteristics

12. Product Life Cycle
Sunsilk shampoo is
in Sri Lankan
market.
In “maturity”
level of product life
cycle.

13. Product Uses
• Young adults and teenagers
Age - 15 - 20
Age - 21 -25
Age - 26 - 35
Age - 36 - 40
Source – Details in questionnaire

14. Current Market estimates
•Sunsilk is number 1 in Asia.
•Sunsilk is market leader in Sri Lanka.
•People have big attraction to it price and results.
•There are competitive brands.
Ex: Dove shampoo and Wella shampoo
Dove "Real Women Real Beauty "fashion
show

15. Future market
Shampoo
market
future in Sri
Lanka.
Consumer attraction
will increase.
Treads- Chemical
treatments styles for
hair.

16. Expected market (demand
estimates)
More consumers expect maintaining
and protecting shampoo to their
chemical treatment hairs, because hair
chemical treatments are trend in the
market.

17. Market Segments
Geographic
Regions – Urban areas and Cities
Psychographic
Social class, Life style and Personality
Behavioral
Knowledge, Attitudes and User rate

18. Market Segments
Age (Yrs) Percentage (%)
Below 22 5 3. 1 2
22-25 28.12
25-28 6.25
28 & above 12.5
Demographic

19. Needs of shampoo and usage
Needs of every woman.
The Best Sunsilk Hair Products
for every hair.

20. Attitudes of the customers
Awareness of the people regarding various
brands of shampoos like Cosmetic shampoos
Herbal Shampoos, Medicated shampoos and
others.
Price, Availability and Packaging.
Uniliver is a strong corporate brand name.
So it crates good attitude to Sunsilk brand.

21. Reason Consumer attraction to
Sunsilk brand
It is world renowned brand.
It gives expecting results.
It cleans hair with recommended chemicals.
It is with international hair expert’s
knowledge.

22. Unique character of our
customers
They need attractive fragrance with
fulfilling expecting results.

23. Description of the purchasing
process
Reduce
hair care
problems
Other
shampoo
brands
“Sunsilk”
brand
Healthy
effective
brand
Purchase
“Sunsilk”
brand

24. People who are making purchase
decision
Some people recommendations.
Find details in online media.
FMCG products purchase by consumer.
But sometimes it purchase by customers.
Parents, Friends, Spouse and Self decision.
Promotion tools.

25. Competition and Market share
Sunsilk
Pantene
Dove
Nature
secrets
Source: www.fmcgmarketinsrilanka.com

26. Market Share conditioner
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Column2
Source: www.fmcgmarketinsrilanka.com

27. Market share held by the
company and competitors
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Uniliver Nature
Secret
Hayleys Others
Column2
Source: www.fmcgmarketinsrilanka.com

28. Primary competitors

29. Secondary competitors

30. Possible new competitors
•Lifebuoy shampoo
•Lux shampoo
•Rani Shampoo
•Baby shampoo

31. Top players in the market

32. Top players in the market

33. Top players in the market

34. Dove Promotional Strategies

35. Nature’s secret Promotional
Strategies

36. Pantene Promotional Strategies

37. Other competitor that would
pose a threat to our brand

38. Competitors distribution and
pricing strategies
Brands Distribution strategy Pricing strategy
Dove Selective strategy Market skimming price
Nature secret Intensive strategy Cost based price
Pantene Selective strategy Market skimming price
Dreamron Selective strategy Market penetration price

39. Competitor’s positioning
“Sunsilk”
brand
High Price
High
Quality
Low
Quality
Low Price

40. Environmental factors and
SWOT Analysis
 Strengths
•Pricing strategies.
•Unique products range.
•Available in various variants.
•brand ambassadors lead to excellent branding.
•Sunsilk Co-Creations .
 Weaknesses
•Sunsilk mainly target on women.
•Poor penetration in semi urban and rural market.

41. Environmental factors and
SWOT Analysis
Opportunities
•This is profitable market with large demand.
•Emerging markets and expansion abroad.
•Innovation gives success in this market.
Threats
•There is high competition.
•This is dynamic market.
•Competition intense in the hair care segment.
•Multiple competitors with similar offerings and
lower price range.

42. Sales objectives.
Increase market share by 3%.
Increase sales volume and value by 2.5%.
Increase penetration to the consumer segment.
Develop product for new segment.
Improve the distribution by adding outlets.
Increase penetration within existing outlets.

43. Marketing Objectives
Repositioning the brand amongst the target group.
Increase the awareness of the repositioned
Sunsilk.
Initiate attitude of the target segment by 76%.
The objective will evolve push based activities.
Incentives to the trade and below the line
promotions to generate loyalty.

44. Overall Marketing Strategies
Mainly follow mass media advertizing .
Sachet packet introduce to the market.
Sunsilk Co - creation concept.
Doing sponsorships.
Using attractive and colorful package.
Creating inspire in shampoo market.
Showing unique identification to the market.
Using slogans.
Ex: “Life can’t wait – why should hair?”

45. Targeting
Segment 1
Sunsilk shampoo
Marketing mix
Segment 2
(Young adults)
Segment 3

46. Positioning
•Sunsilk Shampoo is not only a hair shampoo
and it creates beauty in hair.
•Sunsilk Shampoo is suitable for all types of
hairs because there is large range.
•Sunsilk Shampoo is delivering Consumer
Promise with fulfilling consumer expectations.
•Official Sunsilk Slogan “Life Can’t Wait”.
•Think and long Shampoo Slogan "Pick your
style by Sunsilk”.

47. Positioning
 Sunsilk co Creation with hair experts.
 Sunsilk sachet packets.

48. Re-Positioning map of Sunsilk
“Sunsilk”
brand
“Sunsilk”
brand
High Price
High
Quality
Low
Quality
Low Price

49. Marketing mix

50. Pricing and Distribution strategy
“Price skimming strategy” can also
be used and “market penetration pricing
strategy” is more effective.
“Intensive” market coverage strategy
will be adopted. Every retail store,
super store and beauty salon is member
of distribution network.

51. Promotional Strategy
“Sunsilk”
brand
Fancy shops
Supermarkets
Consumer
“Sunsilk”
brand
Fancy shops
Supermarkets
Consumer
Personal
selling
Promotion
Push strategy
Pull strategy
Personal selling
Advertizing
Use mass media
D D

52. Promotional Methods
Sunsilk Hair & Beauty Fair with Ms Ramani
Fernando.
Workshops - “Sunsilk Hair Experts”.
Doing program in television with using Sri Lankan
celebrity.
Ex: Shasahdri Priyasad
Doing sponsorships programs for beauty pageants.
Ex: “Derana Rumaya programe”
Sunsilk Hair and Beauty Academy.

53. Promotional tools

54. Promotional tools

55. Developing the message
 Rational appeals - high quality attractive
fragrance, hair care technology.
 Emotional appeal - Feelings
 Message format - Use pink, orange, purple, green
and yellow colors .
 Select female present with attractive voice.
 Online usage is 11.2%.
 In attractive atmosphere like boat house.

56. Dominated message
Sunsilk Multi care shampoo introduce with high
quality. It includes hair care ingreadience. All
ingreadience are not harmful for hair and also it’s
with natural flavor. And also it protect cuticle in
hair. Mainly new fragrance is attractive to young
adults. And it introduce based on new experiment
and modern technology. It creates glamour feeling
to every moment.

57. Reason to using shampoo
To claen the hair
To protect beuty in
hair
Attrctive frgrance
to hair
Get inspire
Source – Details in questionnaire

58. Budgets and financial Analysis
Allocate 12% for communication
budget.
Objective task method

59. Action Plan and Gnat Charts
Objectives Tasks Success criteria Time frame
Sales
increasing
Handling
sales
Profit margin Within 3
months
Effective
advertisement
Crating
advertisement
Sales increasing Within 6
month
•Gnat charts mention time frame of marketing plan
and advertizing plan.

60. End…………
Thank you......