Professional Documents
Culture Documents
Table of Contents
1. Mission Statement 2. Vision Statement 3. The History of The Unilever 4. The History of P&G 5. The History of SUNSILK Shampoo 6. The History of Pantene Shampoo 7. The BCG Matrix of Unilever 8. The BCG Matrix of P&G 9. Products Portfolio of Unilever 10.Products Portfolio of P&G 11.Products Portfolio Analysis of Unilever 12.Product Portfolio Analysis of P&G 13.ANSOFF Matrix of Unilever 14.ANSOFF Matrix of P&G, 15.Marketing Mix of SUNSILK Shampoo 16.Marketing Mix of Pantene Shampoo,
Table of Contents
16. Segmentation, Targeting, Differentiation, and Positioning of SUNSILK Shampoo 17. Segmentation, Targeting, Differentiation, and Positioning of PANTENE Shampoo 18. Micro and Macro Environment of SUNSILK Shampoo 19. Micro and Macro Environment of PANTENE Shampoo 20. Competitor Analysis of SUNSILK Shampoo 21. Competitor Analysis of PANTENE Shampoo
P&G
Provided branded products and superior quality and value that improves the life of a worlds consumer
P&G
Be, and be recognized as, the best consumer products and services company in the world.
Lever brothers was established in Pakistan in 1958 first site in Pakistan was RAHIM YAR KHAN Largest FMCG company now operating at six locations in Pakistan The enjoys a leading position in most of its core Home and Personal Care and Foods categories, e.g. Personal Wash, Personal Care, Laundry, Beverages (Tea) and Ice Cream. It operates through 4 regional offices, as well as 4 wholly owned and 6 third party manufacturing sites across Pakistan.
Procter & Gamble (P&G) was set up by William Procter and James Gamble in April 1837 to manufacture soap and candles in the U.S. Today it is a $79 Billion personal care and health and wellness company, Manufacturing a broad range of products. Employing140, 000 people all over the world. P&G's products are sold in 160 countries. It has operations in more than 80 countries, with more than 300 brands. These include beauty care, household care and Gillette products.
IN PAKISTAN
Procter & Gamble started its operations in Pakistan in 1991. Procter & Gamble is marketing a range of consumer goods products including 13 brands comprising Shampoos, Detergents, Soaps, Baby care, Feminine protection, Vicks Snacks products. It has served over 140 million consumers in Pakistan, which equals the entire population of the country
SUNSILK
Launched in 1954, in the UK, sun silk had quickly become Unilevers leading international shampoo brand. By 1959, it was available in eighteen countries worldwide. In the 1980s, Pakistan had a largely under-developed market in terms of personal care products. The launch of Sun silk in 1983 introduced FMCG industry in Pakistan to redefine the lives of its people.
PANTENE
In 1947 the original Pantene hair tonic was launched. After the introduction and launching of Pantene it remained in its introductory stage till 1983. In 1985 it began to grow but the growth rates not very fast. For this purpose P&G launched first product line of Pantene for women in 2003. After this the actual growth rate of Pantene started and now it is at top growth stage.
QUESTION MARK
High growth rate & low market share
CASHCOW
Low growth rate & high market share
DOG
Low growth rate & low market share
QUESTION MARK
High growth rate & low market share
CASH COW
Low growth rate & high market share
DOG
Low growth rate & low market share
Identify the businesses (strategic business units or SBUs) that make up the company
PRODUCT
PRICE
PLACE
PROMOTION
PRODUCT
SUNSILK is one of the star Products of Unilever, and comes under the category of personal care products.
Variant: Soft and smooth Label color: Yellow Benefit: Keep hair strong and beautiful
Variant: Black Label Color : Black Benefit: Rich and shine black hair
Variant: Soft and smooth Label Color : Pink Benefit: Shiny and beautiful dry hair
Variant: Long and thick Label Color : Green Benefit: Shiny manageable thin and limb and thin hair
Variant: Damage Repair Label Color : Orange Benefit: damage Repair Shampoo
PRODUCT
Variant: Golden Protection Label Color : Gold Benefit: Intensive care for dry/ damaged hair
Variant: Anti dandruff Label Color : Light Blue Benefit: Dandruff control
Variant: Extra - Treatment Label Color : dark Blue Benefit: Prevents Split ends
Variant: Smooth and silky Label Color : Green Benefit: Shine for dull hair
SUNSILK SHAMPOO
PENTENE SHAMPOO
400g
200g
750g
400g
100g
6ml
200g 5ml
100g
PRICE
SUNSILK is the market leader and it therefore sets the market price.
400g
Rs 88 to Rs 95 PKR
200g
Rs 5 PKR (Sachet)
100g
6ml
PRICE
Pantene pricing scheme will be based on a competitive pricing model with other similar product providers.
750g
Rs 152 to Rs 165 PKR
400g
Rs 83 to Rs 90 PKR
200g
Rs 3 (Sachet)
100g
5ml
PLACE
Pantene available in all Utility stores General Stores Super markets Shopping malls Medical stores
Small stores
Utility stores
General Stores Shopping malls Medical stores
PROMOTIONAL ACTIVITIES
Door to Door Services One -On -One Selling Special Channel Distribution Road Shows Schools programs Spot Selling Store Intercepts Stall activities In store conversions Television advertisement Product labels Websites Call centers Free washes and gift hampers
The Pantene Hair check Program Door to Door Services One -On -One Selling Special Channel Distribution Road Shows Schools programs Spot Selling Store Intercepts Stall activities In store conversions Television advertisement
SEGMENTATION
SUNSILK shampoo will be using gender and age as the basis for segmentation. This segmentation is demographic. Market age of segmentation of female of age 16-21, then 2140 and then above 40. Its is mainly for the girls and women and the regular users including Men.
TARGETTING
Main target market is Females between age 16-40 But they the whole market. Pentene shampoo will target men. Women who cannot afford upscale salon.
POSITIONING
When every young adult want to give himself a new look , SUNSILK offers him FAMILY SIZE bottle in 165 PKR. It changes packing and size to attract new customers Pentene competitive edge is based on superior customer service. Pentene will invest time and money into training to ensure that clients receiving best experiences.
DIFFERENTIATION
It does different things like gang of girls. It offers expertise of hair care experts. The product is relevant among wide masses because of its quality, affordability and constant innovation. Pentene s shampoo formula are specially designed to help to get the look YOU want . It keeps your hair strong and healthy against damage. The Brands best known product became the conditioning shampoo. PANTENE PRO VITAMINE makes its product differentiation through Greek methodology APHRODITE which means the goodness of LOVE & BEAUTY, with CONFIDENCE, ELEGANT & PASSION.
Hierarchy is horizontal so that all the managers have good collaboration with each other thats why UNILEVERS hierarchy is so much supportive in this regard.
P&G also have hierarchy and all of them have understanding in them and all of them put their efforts to achieve companys goal.
SUPPLIER
They have no threat from suppliers specifically as they have made a contract with suppliers. They gave them raw material like chemicals & other things. P&G have more than one supplier and they face no disturbance from the side of suppliers and they have made a contract with suppliers.
MARKET INTERMEDIREIS
As far as financial intermediaries concern, UNILEVER have good name in this matter.
They are using old chain with the popularity of their products.
Financial intermediaries trust on them because they never shown like bad debts in their lists.
CUSTOMER
They are well defining with their target market and market segmentation. Unilevers product is neither gender specific nor for only one social class. So, we have enough people to cater with.
P&G product is also neither gender specific nor for only one social class. So, they have enough people to cater with.
COMPETITOTS
There are many indirect competitors who made shampoos. There are few direct competitors who have famous product with lot of demand.
There are many competitors who make the same product but direct competitor product is Pantene.
PUBLIC
Public is interested in their product as it may bring a financial interest to our stakeholders and other major factor of this is our media public. Its a very good source for them as it lounge under unilevers company n a very respectable product SUNSILK. Public is interested in P&G product . product as it may bring a financial interest to our stakeholders and other major factor of this is our media public.
The product of UNILEVER (SUNSILK) is not for the specific age, it covers the following area Female Male Kids So the demographic area is huge for that product
According to P&G product (Pantene) there is no specific demographic area. This is for all ages and both genders. So the company has huge market for this product.
ECONOMIC
As the social class we cater are economically sound and the product of UNILEVER is give also comfort with respect to prices.
As the social class we cater are economical sound and the product of P&G is give also comfort with respect to prices.
NATURAL
Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment. So people prefer to use that of product . Our natural environment is quite sound in this regard. As the raw material we use is nether injurious to health nor damages the environment. Now a days environmental pollution increases so people are more likely to use shampoos and this type of product.
TECHNOLOGICAL
Unilever is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.
P&G is using latest technology for making the product and for handing the operations. Technology helps in making the products and fulfilling the demands on time.
POLITICAL ENVIRNMENT
There are no specific problems which are faced by the UNILEVER but there are some rules and regulations which are followed by them.
There are no specific problems which are faced by the P&G but there are some rules and regulations which are followed by them.
CULTURAL
People trends are shifting towards and they are more aware to use that products which is more useful or caring products for their hairs.
People trends are shifting towards and they are more aware to use that products which is more useful or caring products for their hairs.
HEAD AND SHOULDER L'OREAL GARNIER FRUCTICE DOVE MEDICAM CLEAR REJOICE