Full Project On Sunsilk
Full Project On Sunsilk
Full Project On Sunsilk
SUNSILK SHAMPOO.
ABSTRACT
CHAPTER1
INTRODUCTION TO CONSUMER BEHAVIOUR
Consumer behavior has been always of great interest to marketers.
The knowledge of consumer behavior helps the marketer to understand how
consumers think, feel and select from alternatives like products, brands and the
like and how the consumers are influenced by their environment, the reference
groups, family, and salespersons and so on. A consumers buying behavior is
influenced by cultural, social, personal and psychological factors. Most of these
factors are uncontrollable and beyond the hands of marketers but they have to
be considered while trying to understand the complex behavior of the
consumers. Consumer is the study of the processes involved when individuals
or groups select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires. In the marketing context, the term
consumer refers not only to the act of purchase itself, but also to patterns of
aggregate buying which include pre-purchase and post-purchase activities. Prepurchase activity might consist of the growing awareness of a need or want, and
a search for and evaluation of information about the products and brands that
might satisfy it. Post-purchase activities include the evaluation of the purchased
item in use and the reduction of any anxiety which accompanies the purchase of
expensive and infrequently-bought items.
Each of these has implications for purchase and repurchase and they are
amenable in differing degrees to marketer influence. Consumer behavior can be
define as those acts of individuals directly involved in obtaining, using, and
disposing of economic goods and services, including the decision processes that
precede and determine these acts. Simple observation provides limited insight
into the complex nature of consumer choice and researchers have increasingly
sought the more sophisticated concepts and methods of investigation provided
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CHAPTER 2
COMPANY OVERVIEW
HUL Introduction
Unilever, an Anglo-Dutch company, was formed in 1930 as a result of a
merger between British soap maker Lever Brothers and Dutch margarine
producer Margarine Union. The merger was beneficial to both companies
as palm oil was a major raw material for both margarine and soap and
could be imported more efficiently in larger quantities.
Largest fast moving consumer goods company with leadership in home
and personal care products, foods and beverages and specialty chemicals.
First foreign subsidiary to offer 10% of its equity to Indian public.
HUL Mission
Unilever's 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.
HUL Vision
To earn the love and respect of India, by making a real difference to every
Indian.
Launching Sunsilk in INDIA
Understand the issues and challenges in launching a brand in the market.
Study the hair care market in India and examine how Unilever launched
Sunsilk in the country.
Analyze the promotional strategies adopted by Unilever to promote the
Sunsilk brand in India, particularly the Hairapy and the global Life
Cant Wait campaign.
Analyze the future prospects of Sunsilk brand in India and explore
strategies that the company can adopt.
Largest beauty shampoo brand in the country.
Positioned as the 'Hair Expert'
In the India, Unilevers goal was to position Sunsilk as a brand that understood
the problems faced by women and their needs and preferences.
Sunsilk had a range re-launch in 2006 followed by launch of new variants in
2007 when conditioners, Livon and hair masks were introduced transforming
Sunsilk into a complete hair care brand
Hindustan Unilever launched the Gang of Girls website in June 06.
Indias first online girl community concept.
Priyanka Chopra
CHAPTER 3
RESEARCH PROBLEM
To study customer preference level towards sunsilk shampoo.
Research Objectives
To determine the average level of preference towards Sunsilk
shampoo.
To identify the effective reasons for the determined level of
preference.
Research Questions
What is the average level of preference towards Sunsilk shampoo?
What is the most significant variable affect for the level of
preference?
What are the potential benefits that customers expect from Sunsilk
shampoo?
SCOPE OF STUDY
REVIEW OF LITERATURE
This article presents a review of the literature in the field of
consumer buying behavior. The first section, describes, the importance of
various factors including lifestyle and its impact on the consumer buying
behavior. The second section describes the dominant. The main purpose of this
article is to identify different streams of thought that could help and guide for
future consumer researcher.
This report takes an overview of the research that conducted in order to
identify the preference level of customers towards Sunsilk shampoo as a
brand.
When it comes to brands of shampoo in Pakistan, Sunsilk has been
considered as Pakistans No.1 shampoo brand for its capabilities to
provide longer, smoother and straight silky hair. This brand is also the
strongest brand in Asia and it is said to be available over 80 countries all
over the world.
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CHAPTER 4
4PS
PRODUCT
Currently, the range consists of:
...
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 :
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PRICING
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PROMOTION
Build top of the line consumers awareness.
Creating a personality of the brand.
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:
To increase the usage.
Conditioning benefits.
Makes the hair appear clean and shiny.
Imparts a feeling of freshness-due to fragrance.
Easy to manage, silky, soft hair.
Unique shampoo for every hair type.
Effectively communicate brand promise.
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Promotional strategy
Innovative campaigns such as Hairapy and Life Cant Wait were
launched to attract women to the brand
Sponsored short films that were broadcast during popular television
shows.
Media platforms used
Print media
internet rural campaign
environment concern ads
Music videos
Free sample distribution
Demo campaigning
Promotion of the products in the sunsilk range through movies such as
Fashion
Sunsilk has come up with a new promotional campaign GOOD HAIR
DAYS in six major cities in collaboration with famous hair stylists of the
country.
Hoardings
Sponsorships
Enhancement of product mix
New product formulations according to changing consumer preferences
Advertising
HINDUSTAN UNILEVER believes that messages about product
delivered by credible sources can be very persuasive. Hence Jawed Habib who
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is an hair care expert endorses Sunsilk and more value is added to the brand.
Consumers relate to products itself, they can relate to a human being who
consumers believe is an expert so Jawed Habib is an expert so is Sunsilk. Jawed
Habib a recognized and highly qualified hair stylist is used by Sunsilk in its ads
because they want to bring out an experts image.
METHODS ADOPTED TO PROMOTE THE BRAND NAME OF
SUNSILK
Actresses as spokespersons
Co-marketing
Some of these films were made exclusively for retailers like Wal-Mart
and were telecast in-store
Sponsor for fashion shows
As far as brand is concerned plus side for sunsilk here is ability to use
power of technology to position brand successful and create following
among niche users whom must have generated enough feedback for the
brand to understand demographic served. Other brands need to take a
cue from here and understand how web can be used as an effective brand
delivery/promotion tool.
-HUL EXECUTIVE
PLACE
DISTRIBUTION OBJECTIVE:
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CHAPTER 5
BUYING BEHAVIOR OF CONSUMERS
Consumer behavior has been always of great interest to
marketers. The knowledge of consumer behavior helps the marketer to
understand how consumers think, feel and select from alternatives like products,
brands and the like and how the consumers are influenced by their environment,
the reference groups, family, and salespersons and so on. A consumers buying
behavior is influenced by cultural, social, personal and psychological factors.
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Most of these factors are uncontrollable and beyond the hands of marketers but
they have to be considered while trying to understand the complex behavior of
the consumers.
Consumer is the study of the processes involved when
individuals or groups select, purchase, use, or dispose of products, services,
ideas, or experiences to satisfy needs and desires. In the marketing context, the
term consumer refers not only to the act of purchase itself, but also to patterns
of aggregate buying which include pre-purchase and post-purchase activities.
Pre-purchase activity might consist of the growing awareness of a need or want,
and a search for and evaluation of information about the products and brands
that might satisfy it. Post-purchase activities include the evaluation of the
purchased item in use and the reduction of any anxiety which accompanies the
purchase of expensive and infrequently-bought items. Each of these has
implications for purchase and repurchase and they are amenable in differing
degrees to marketer influence.
Consumer behavior can be define as those acts of individuals
directly involved in obtaining, using, and disposing of economic goods and
services, including the decision processes that precede and determine these
acts. Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more
sophisticated concepts and methods of investigation provided by behavioral
sciences in order to understand, predict, and possibly control consumer behavior
more effectively. Psychology, social psychology, and sociology are the
disciplines most widely employed in this endeavor which has become a
substantial academic industry in its own right.
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CHAPTER 6
CONSUMER PERCEPTION FACTORS
Perception is a mental process, whereby an individual selects data or
information from the environment, organizes it and then draws significance or
meaning from it.
PERCEIVED FIT : Perceived fit is an attitudinal measure of how appropriate a
certain channel of distribution is for a specific product. Consumers perception
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CHAPTER 7
RESEARCH METHODOLOGY
This report takes an overview of the research that conducted in
order to identify the preference level of customers towards Sunsilk
shampoo as a brand.
When it comes to brands of shampoo in Pakistan, Sunsilk has been
considered as Pakistans No.1 shampoo brand for its capabilities to
provide longer, smoother and straight silky hair. This brand is also the
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Research Problem
To study customer preference level towards sunsilk shampoo.
Sampling plan
Sample method - Random Sample method
Sample Size 75
Primary Data Questionnaire
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The data, which are collected for the first time, directly from the respondents to
the base of knowledge & belief of the research, are called primary data.
The normal procedure is to interview some people individually or in a group to
get a sense of how people feel about the topic.
So far as this research is concerned, primary data is the main source of
information provided by the respondents.
Survey Approach :
I had collected primary data through sample survey of the people
who came to buy Sunsilk shampoo.. So for this purpose I have used the most
popular tool of primary data collection through direct communication with
respondents. The tools I used are questionnaires. After fulfilling the
questionnaires I asked some verbal question also. According to their response I
am able to recollect some more information regarding this study and survey.
Exploratory method :
Exploratory research is a type of research conducted for a
problem that has not been clearly defined. Exploratory research helps determine
the best research design, data collection method and selection of subjects. It
should draw definitive conclusions only with extreme caution. Given its
fundamental nature, exploratory research often concludes that a perceived
problem does not actually exist.
Questionnaire :
Under the Questionnaire I have 20 Question and each Question
related to different-different factors of Sunsilk shampoo.
Sample collection :
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CHAPTER 8
QUESTIONNAIRES
Name :
Gender : M
Age :
Marital status:
Occupation : Student
Service
Business
Other
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No
No
3. Do you like Sunsilk Shampoo? If yes then which Shampoo do you like?
Black Shine
Orange
Natural Recharge
Pink
Golden
Yellow
orange
Natural recharge
pink
Golden
yellow
21-25
26-30
30-40
6.How many times do you use Sunsilk shampoo per week? Put a tick [].
Once a week
Twice a week
Three times a week
More than three times a week
7.What reasons affect you to prefer for Sunsilk shampoo? Rank 1-8 according to your
priority.
Price
fragrance
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Package
need satisfaction
Colour
ingredients
past experience
Promotions
8. Are you brand loyal to the Sunsilk Shampoo?
Yes
No
No
10.What do you think about the price levels of Sunsilk shampoo? Put a tick [].
high price
value for money
affordable price
11. What is the colour of your currently using Sunsilk shampoo?
Yes
No
12. Indicate your level of agreement for the following statements. Put a tick [].
Statement
strongly
agree
agree
neither
agree
nor
disagree
Disagree
strongly
disagree
13. What do you expect by using a shampoo to wash your hair? Put a tick [].
Smoothening of hair
Black shiny hair
To prevent hair fall
To avoid dandruff
To construct damaged hair
14. How satisfied are you with Sunsilk to meet your needs that you mentioned in the Q: (07)?
Put a tick [].
very satisfied
Satisfied
neither satisfied nor unsatisfied
Unsatisfied
very unsatisfied
No
Pantine
Dove
Loreal
Tresame
All Clear
No
19. If your preferred Sunsilk shampoo is not available for repeat purchase then what will you
do?
Postpone Purchase
Switch over to other brand
Go to the other shop to search for your preferred brand
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Newspapers
Display
Brochures
Please suggest some other benefits you prefer to have from Sunsilk in the future.
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