Free Essay


In: Business and Management

Submitted By tranquochao1994
Words 935
Pages 4
Anglo-Dutch Unilever Corporation is one of the top world’s leading suppliers in branded home & personal care and food categories and it ranks at 117th in sales of Global 2000, according to Forbes (2014). In 1995, Unilever has moved a forward step to Asian market by establishing their brand in Vietnam. Up to now, Unilever Vietnam has spent almost USD 300 million on Home and Personal Care brands, Oral Care products, Foods and Tea-based Beverages (Unilever Vietnam 2014). According to W&S Company Limited (2012), brand awareness of Sunslik in Vietnam was 88.3% and rank third after Dove which was 88.8% and the first rank Clear with 96.5% of brand awareness.

Sunsilk Shampoo is a convenient product which is consumed by a large numbers of people in Vietnam because of its reasonable price and premium quality. Sunsilk shampoo is the typical kind of hair care products, which is launched by Unilever’s company in 1954. Currently, there are three popular options for Vietnamese customers to choose including Black, Pink and Yellow Sunsilk which have different functions and benefits to use. Moreover, this product tends to target customers in the middle and low income group. The targeting of this report is to provide an insightful looking into the business situation and performances of Unilever Vietnam. After that, this report will analyse the current situation of Sunsilk brand and then come up with recommendations to improve and expand their business in the next one year.

2) Situation Analysis
a) Company description with a focus on VN.
In 1995, Unilever established the first two brands in Vietnam, Lever Haso and Lever Viso, with the acceptable prices to Vietnamese people. In next two years, Unilever Bestfoods and Elida P/S have established to expand Unilever’s market into food production and Oral Care Products. To create cheaper prices and alternative materials for Vietnamese market, Unilever Vietnam has reached a new position in 2005. It ran the most modern cosmetic factory in South-East Asia at Cu Chi West-North Industry Zone. This factory has adopted Vietnamese’s demand. To date, Unilever focus on developing new products and entering new markets because of economy expanding.

Over 19 years operation, Unilever Vietnam’s mission statement is “make Vietnamese lives better” with a wide range of international quality and acceptable prices products in Home and Personal Care brands, Oral Care products and Bestfoods products. The company has created trust of Vietnamese people by running many society and community campaigns such as “P/S Protects Vietnamese smile”, “Hand-washing with soap for a healthier Vietnam”, “OMO White Shirts for disadvantaged pupils”, “Micro financing for poor women” (About us, 2014).

Unilever is committed to create strong partnership with local business in production processing and material supply. This commitment has helped its Vietnamese partners develop their business. The company also contributes its active to social and community programs across Vietnam. To date, with more than 150 distributors and 200,000 retailers local network, Unilever has created nearly 10,000 jobs for Vietnamese workers. It has helped to improve life for millions of Vietnamese people.

b) Product description (function, features, design, business performance) with a focus on VN.

Introduced first time since 1953 in England, Sunsilk is now sold in 80 countries worldwide. It helps millions of Vietnamese young girls and women to solve their hair problems by “keeping hair soft and smooth till the tips” (Our brands, 2014). Sunsilk are collaborating with the world’s top hair experts and applying their knowledge intro its products. In Vietnam, Sunsilk has three classifications, including Sunsilk Soft & Smooth with yellow bottle, Sunsilk Black Shine with black and Sunsilk Perfect Straight with pink.
+Sunsilk Soft & Smooth: This level is co-created by Thomas Taw come from London, the expert in restoring dry and damaged hair. The product helps young girls and women to treat dry hair to become softer with the special formula of nutritional mixture Ceramide-Macadamia. This product will help women keep their hair to against the hot weather in Vietnam.
+Sunsilk Black Shine: This level is co-created by Jamal Hammadi, the expert of black shine hair. The feature of Sunsilk Black Shine is made from locust or koko, the culture material of Vietnamese women in treatment hair care. Vietnamese girls and women will have a sleek hair naturally by using this product.
+Sunsilk Perfect Straight: This level is co-created by Yuko Yamashita, the expert of straight hair and the creator of straight methods Yuko. By using this level, young girls and women can keep their hair straight whole day. The formula of Sunsilk Perfect Straight is using Keratin and yogurt to protect hair from outside factors.

Product | Sunsilk Soft & Smooth | Sunsilk Black Shine | Sunsilk Perfect Straight | Co-created | Thomas Taw, the expert in restoring dry and damaged hair | Jamal Hammadi, the expert of black shine hair | Yuko Yamashita, the expert of straight hair and the creator of straight methods Yuko | Function | Dry and damaged hair treatment | Giving a sleek hair 3D from all looking | Keeping your hair straight whole day | Formulation | nutritional mixture Ceramide-Macadamia | Locust oil extraction (the culture material of Vietnamese women in hair treatment) | Keratin and yogurt | Usage | Washing Hair and Hair Treatment | Weight and Cost | 180ml 30.000VNĐ 650ml 68.000VNĐ 900ml 97.000VNĐ | |
Reference lists:

Similar Documents

Premium Essay


...Executive Summary This marketing plan forms the basis of the introduction of an innovative and unique product by Sunsilk. The analysis allows us to the best strategies to help our product be successful with the internal and external environments which we have analyzed at our best understanding. Sunsilk Hair Colour Shampoo will be marketed as a unique and convenient product for consumers who need and want to colour their hair. And we would like to maintain the company’s status as the 2nd brand leader in hair care industry in Pakistan. The marketing strategies will enable us to reach the target sale of Rs 50 million by end of first year and also bring awareness to the consumers in the six months about the new product, and reach at least 80% consumers in Pakistan. The hair colour industry is currently in the growth stage and the number of people who wish to colour their hair is growing day by day. Customer have been introduced by hair colouring products and there is a existing industry for colour in Pakistan, but Sunsilk Hair colour Shampoo is a new innovative product which is convenient for consumers to use and also less harmful then other products available. Introduction This plan has been prepared as an assignment for Marketing Strategies and Operations class at London Business School of Finance. The plan will provide background information about the current environment in which Hair colour products are operating in Pakistan. It will also discuss the present state of......

Words: 415 - Pages: 2

Free Essay

Post Purchase Behaviour of Consumers of Products of Value Below Rs. 5

...Marketing Management – I Post Purchase behaviour of consumers of products of value below Rs. 5 Sunsilk Shampoo sachet 1 Contents Contents .................................................................................................................................................. 2 Objectives of the Study............................................................................................................................ 3 Introduction ............................................................................................................................................ 4 Skin and Body care in Indian FMCG Industry ...................................................................................... 4 Sunsilk Shampoo ................................................................................................................................. 4 Research Methodology ........................................................................................................................... 6 Target Areas / Locations ..................................................................................................................... 6 Some of the Key findings of the Interviews ............................................................................................ 7 Key Findings and Interpretations of Observed Data ............................................................................. 13 Areas of Improvement .................................

Words: 3718 - Pages: 15

Free Essay


...10-19               20-29               30-39               40-49 1) How many times do you use Sunsilk shampoo per week? Put a tick [       ] |Once a week |  | |Twice a week |  | |Three times a week |  | |Regular |  | 2) What do you think about the price levels of Sunsilk shampoo? Put a tick [       ] |High price |  | |Normal price |  | |Affordable price |  | 3) What reasons affect you to prefer for Sunsilk shampoo? Rank1-8 according to your priority |Price ......

Words: 267 - Pages: 2

Premium Essay


...SUNSILK – INNOVATIVE MARKETING STRATEGIES 1.INDUSTRY PROFILE Shampoo in India was derived from the Hindi word ‘Champi’ meaning hair massage. Theintroduction of shampoo in India dates back to the British reign in the country. Being arecent development the growth of shampoo or rather the penetration levels of shampoo inthe India has been commendable.The shampoo market in India is estimated to be Rs 2,500-3,000 crore. The shampoomarket is India is categorized according to the benefits they provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti dandruff, the shampoo market in Indiahas managed to tap users of the various segments according to their requirements and preferences.Due to the continuous efforts of the top shampoo brands in India penetration of shampoosin urban areas is almost 100%. As far as penetration of shampoo in the rural areas isconcerned it has risen by almost 18% in the current scenario.The top shampoo brands in India include Sunsilk, Clinic Plus, Dove and Pantene. Thecompany that leads the shampoo market in India is Hindustan Unilever Limited. The topthree most sought after brands Sunsilk, Dove and Clinic are produced by HUL. Thecompany holds a 44% market share in the Indian shampoo industry. It is said that HULearns almost 8% of its revenue from the sale of these products The other recent brand thathas taken the Indian personal care industry by storm is Pantene. Since its very inceptionthe brand was a best seller. A product of FMCG...

Words: 2304 - Pages: 10

Free Essay


...larger quantities. * ABOUT SUNSILK: Sunsilk is a hair care brand, primarily aimed at women, producedby the Unilever group. Sunsilk is Unilever·s leading hair carebrand, and ranks as one of the Anglo-Dutch conglomerate's´billion dollar brands". Sunsilk shampoos, conditioners and otherhair care products are sold in 69 countries worldwide. Š Sunsilk is sold under a variety of different names in marketsaround the world including Elidor, Seda and Sedal. The brand isstrongest in Asia, Latin America and the Middle East and is thenumber one hair care brandin India, Brazil, Argentina, Bolivia, Bangladesh, SriLanka and Thailand Sunsilk was first launched in the UK in 1954 and by 1959 it was available in 18 different countries. Since this product has launched it’s increasing its growth rapidly. From 1954 it increasing its market value and earning profit more than 40 billion euro per year. Sunsilk introduced in 1989 with three variants related to hair type endorsement of a hair stylist was the first step in building the image of brand as health care expert. With thecompetition of local and multinational companies due to rationalize of excise duties, Sunsilk has not been able to take market share. To strengthen the brand UPL decided to prelaunchSunsilk premium range consisting of four variants in January 2000. Due to need of shampoofor oily hair and dandruff unilever launch a new variant of Sunsilk having citrus extracts. In urban areas, Sunsilk  is acting as a market......

Words: 531 - Pages: 3

Premium Essay

Sunsilk Pakistan

...functions of Lever Brothers Pakistan Limited. Applied on “Sunsilk”. In making this term report, we collected the whole data from publications, internet and various international business magazines. Apart from it I take the opportunity to acknowledge the real efforts of: Mr. Reza A. Syed, for guiding us, Ms. Ayesha Khan (Assistant Product Manager of Sunsilk) and Mr. Khurram (Product Manager) without whose support this report wouldn’t have been possible. As a final word, my sincere dedication is to the other students of “BAHRIA INSTITUTE”, they are the future managers in every field of life, they have my good wishes for their future success in management. TABLE OF CONTENTS CONTENTS PAGE # 1. Lever Brothers Pakistan Limited. 03 2. Company Objectives. 04 3. Sunsilk Mission Statement. 05 4. Product 06 5. Price 10 6. Promotion 12 7. Distribution 15 8. S.W.O.T Analysis 16 9. Recommendations 18 LEVER BROTHERS PAKISTAN LIMITED LBPL, the largest consumer goods producing company in Pakistan, was incorporated here in 1948 and started building their factory at Rahim Yar Khan. This factory was inaugurated formally in 1951 by the then Governor General of Pakistan. LBPL moved into the personal care product business in 1981. It has gained a major market share due to the introduction of quality brands like Sunsilk, Lifebuoy, Lux and Fair & Lovely. Lever Brothers was......

Words: 2587 - Pages: 11

Premium Essay

Sunsilk Shampoo

...Sunsilk shampoo…product range ¨ 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: oleObject2 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. Sunsilk is distributed in different countries including Philippines and Brazil. It started in one country until the company decided to reach other countries to penetrate big market. They first do the market segmentation which knowing and......

Words: 616 - Pages: 3

Premium Essay

An Assignment on Sunsilk (Marketting)

...Introduction “Sunsilk” the name relates  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". Sun silk 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 Eastand is the number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka and Thailand. Important factor • leading brand as a hair product. • Number 1 in Asia, Latin America and the Middle East • Sales of more than €1 billion a year. • Selling in 80 countries. • Also sold as Elidor, Hazeline, Seda and Sedal. • Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day. Objective of the Study   Neither our own nor our major competitors’ objectives are simple or obvious. There are many choices between short term and long-term profit, between growth and cash flow, between growth in assets and growth in earnings, between proportions of earnings paid to share holders as dividends or re invested. It is reasonable to assume that these different objectives of different competitors predetermine some of their strategies and tactical behavior. • Assess the concept of product acceptability, credibilityand perceived...

Words: 3735 - Pages: 15

Premium Essay

Swot Sunsilk

...Target those people who use shampoo and trust the shampoo as their best solution for hair care. q Develop quality and brand image so that by trial of your brand leaves with a good image and then followed by usage of bigger pack which then will be used by them. q Identify the key benefits such as hair strengthening, Missing form shampoo and makes them the USP of new brands. The USP could be rebuilding damaged hair, shiny and healthy hair. q Look for different problems for which people use shampoo for hair care, falling hair and dandruff’s etc. And deliver the same of high quality and at the same time positioning the brand as solution for your hair problem and which also rejuvenate your hair, and keep your hair healthy to that target group. q The ideas, associations and images that people have of a shampoo brand determine the demand side of the brand equity equation. There are two ways in which advertising is likely to influence perceived product performance. First, by guiding the expectations about the shampoo experience - process called product enhancement and second, by creating a halo of superiority around the brand via a mechanic termed “ Interest – Status”. There are two key advertising related factors First, the advertisement needs to be remembered. This is important because its main influence is at the point of trial. Second, the message should relate ......

Words: 391 - Pages: 2

Premium Essay

Sunsilk Phase 1

...Marketing Project Phase – II Market Segmentation for Sunsilk Sunsilk’s market segmentation is Demographic as they target customers based on their gender and age. The target segment for Sunsilk is young girls and women from age 16 to 40 but, we see that in their promotional campaign Sunsilk targets the whole market irrespective of the age. Initially sunsilk’s target customers in terms of income were the upper middle class women because of the expensive offerings but later on, they started targeting people of all classes irrespective of their income by introducing shampoo in small sachets which provided the same premium quality product to the lower income class as well thus, expanding their target audience. Perceptual Mapping Attributes under consideration: Quality (x-axis) and Price (y-axis) Response generated: 15 girls/women This perceptual mapping helps the company identify how their customers react to their product viz a vee other competitors. The following table holds the prices and the average ratings in terms of quality given by selected consumers: Product Price Average Ratings by Consumer Garnier 250 7.333333333 Sunsilk 170 6.866666667 Clear 175 4.866666667 Pantene 160 6.866666667 Dove 210 7.066666667 Head & Shoulders 170 6.333333333 Lifebuoy 105 3.6 Medicam 55 2.6 Mapping: Type of Product Sunsilk at first was classified as a shopping good since consumers compared characteristics of it with other brands available before......

Words: 896 - Pages: 4

Premium Essay

Potential Product – Sunsilk Shampoo Is Still Evolving and We Have Seen That Every Alternate Year Some Major Improvement Is Introduced in the Product Line to Incorporate Innovation to Satisfy Customers and

...THE IMPACT OF ORGANIZATIONAL POLITICS ON THE WORK OF THE INTERNAL HUMAN RESOURCE PROFESSIONAL by Julie A. Paleen Aronow A Research Paper Submitted in Partial Fulfillment of the Requirements for Master of Science Degree in Training and Development Approved: 4 Semester Credits Dr. Kat Lui The Graduate College University of Wisconsin – Stout May, 2004 ii The Graduate School University of Wisconsin – Stout Menomonie, WI 54751 ABSTRACT Aronow Julie Ann Paleen ________________________________________________________________________ (Last Name) (First) (Middle) THE IMPACT OF ORGANIZATIONAL POLITICS ON THE WORK OF THE INTERNAL HUMAN RESOURCE PROFESSIONAL ________________________________________________________________________ (Title) Training and Development Dr. Kat Lui May 2004 65 ________________________________________________________________________ (Graduate Major) (Research Advisor) (Month/Year) (No. of Pages) American Psychological Association, 5th Edition ________________________________________________________________________ (Name of Style Manual Used in this Study) The coveted epicenter for the contemporary human resource professional is partnering with other internal business leaders to fulfill the organization’s mission through sound and ethical business principles and human resource practices. Over three decades, the discipline has matured into one that includes transactional practices along side the more sophisticated organizational development...

Words: 16734 - Pages: 67

Free Essay


...Sunsilk shampoo is a product offered by Hindustan Unilever as a part of Personal and Healthcare division of the company. Under the Sunsilk Brand, HUL has offered hair care products ranging from shampoos to conditioners to Hair-Serum to other Hair care products. Different Sunsilk shampoos are: Sunsilk : Sunsilk - Anti dandruff – blue; Sunsilk damage repair – orange; Sunsilk thick and long – pink; Sunsilk soft and smooth – yellow; Sunsilk black shine – black; Sunsilk hair fall - gold Sunsilk Naturals Range: Sunsilk Naturals Silky Strength with Henna & Lotus extracts, Sunsilk Naturals Black Shine with Amla & Sunflower extracts, Sunsilk Naturals Curl Control with Milk Proteins, and Sunsilk Naturals Anti-dandruff with Curd and Lemon. Color and Shine Range: Sunsilk for Red hair, Sunsilk for Dark Brown hair and Sunsilk for Black hair Fig1. Sunsilk Color and Shine shampoo for Brown Hair Customer-value hierarchy The Customer-value hierarchy has been followed by the company for Sunsilk shampoo as mentioned below: Core Benefit – Through Sunsilk shampoo, the company has provided solution for the core benefit of cleansing of hair, especially to women. Basic Product – This benefit has been translated in the form of shampoo which offers cleansing along with conditioning (shampoo plus conditioner). Expected Product - The product has been offered as different types of shampoos on the basis of hair types (Dry, Normal, Oily) and desired results......

Words: 325 - Pages: 2

Premium Essay


... o No Response 18 people response were yes & other 2 said they use home remedy + shampoo. female [two each using home made remedy] The study reveals that 90% of the respondents use shampoo.10% of the respondents refused the use of shampoo and gave the reason that shampoos cause hair problems. They either use soaps or the traditional method of washing hair. 2. Which of the following brands of shampoo have you purchase. o Pantene o Sunsilk o Organics o Clinic plus o others (please specify) Pantene Sunsilk Organics Clinic all clear Others (H&S) Male 7 5 4 8 3 Female 5 3 2 8 3 Response It can been seen that clinic all clear has been tried by most people that account for 16 of 20 sample and next coming to be Pantene with 12. After this brand sunsilk is used more followed by organics. Analysis The survey showed a number of reasons for consumers using more than one brand or type of shampoos simultaneously. No single shampoo, according to the consumer, was able to fulfill all the hair requirements. Dandruff was the most important hair problem which led the consumer to use more than one shampoo at a time. Some people use two or more shampoos simultaneously, just for change. 3. ...

Words: 1650 - Pages: 7

Premium Essay

Marketing Report on Unilever is up to the reader to read carefully and understand what we want to communicate. This report provides a brief knowledge about unilever. Acknowledgment My first foremost humble and gratitude thanks to ALLAH the almighty for giving me the velour to remain dedicate to make this report. This underlying form term report is based on the analysis of different marketing mix function of unilever applied on sunsilk. In making this report we collect data from publication, internet, magazines and official person. Executive summary The summery of this report is that in this report we describes the history , mission , vision, purpose, their total brand in Pakistan and how company manage these brands for segmentation, targeting , and positioning. This report tells us that how company selects their segmentation, targeting and positioning strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing, promotion, and packaging strategy of sunsilk shampoo. It also mentions that what are the version of sunsilk shampoo launch into the market according to consumer need and evaluation. Strength, weakness, opportunities and threats also discuss in this report. In the end recommendations are given that what strategy unilever will follow to meet the strategies and market share of their competitors. Contents...

Words: 3240 - Pages: 13

Premium Essay

Sunsilk's Marketing Strategy

... Executive summary The summery describes the history, mission, vision, purpose, and Sunsilk’s total brand and how company strategy manages these brands for segmentation, targeting, and positioning. This reporttells us that how company selects their segmentation, targeting and positioning strategy for aspecific product Sunsilk shampoo. This report tells that what are the pricing, promotion, and packaging strategy of Sunsilk shampoo. It also mentions that what are the version of Sunsilk shampoo launch into the market according to consumer need and evaluation The competitive strategies Sunsilk follows is also included in this report. Marketing programs and promotional activities are clearly and briefly covered in this report. Some othe significant issues such as: market leader, market challenger and market follower are identifiedclearly. Mind share, market share and heart share are also included here, which helps tounderstand about consumer perception about the product. Introduction: 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-Dutchconglomerate'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 includingElidor, Seda and Sedal. The brand......

Words: 3122 - Pages: 13