MARKETING MANAGEMENT-I

MKTM503

Submitted By:
Ashi Khatri
Registration no.: 12106098

In partial fulfilment for the requirements of the award of the degree of 

MASTER OF BUSINESS ADMINISTRATION

“Mittal School of Business”

LOVELY PROFESSIONAL UNIVERSITY

Phagwara, Punjab.
Course Code: MKTM503 Course Title: Marketing management-1
Course Instructor: Dr. Muramalla Venkata SSR Academic Task No.: Assignment 2
Academic Task Title: STP analysis
Date of Allotment: 06/10/2021 Date of submission: 24/10/2021
Student’s Name and Roll no: Ashi khatri, A25
Student’s Reg. no: 12106098

Evaluation Parameters:

Learning Outcomes:

Declaration:
I declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made
explicitly in the text, nor has any part been written for me by any other person.
Student’s Name and Signature: Ashi khatri
General Observations Suggestions for Best part of assignment
Improvement

Evaluator’s comments (For Instructor’s use only)

Evaluator’s Signature and Date:

Marks Obtained: _____________________________________________ Marks: 30

INTRODUCTION
The brand is known to love your Hair and get it straight or curly or dark or smooth or just the
way you like it. Which is now considered the world's leading company in hair conditioning
and the second largest in shampoo. From the umbrella of Hindustan Unilever, Sunsilk is a
popular brand in the Hair care segment and works with various brand names. Sunsilk is
Unilever’s leading hair care brand. It is known as Sedal in Latin America, Seda in Brazil and
Elidor in Turkey. Founded in 1964 is now a multinational brand with a footprint in 80
countries. Sunsilk brand offers a wide range for hair care solution and acts as a three – step
combination of washing, nourishing and manageability.
With almost 200 years of combined experience in each bottle, whether it’s curl management,
volume boosting, damage control, straightening, smoothening or colour protect, you can
count on Sunsilk to hit the mark in this endeavour.

Vision Statement
“Work to create a better future every day by inspiring people and develop new ways of doing
business.”
The company of Sunsilk perfectly elaborates on the self-esteem and self-confidence of
people, which will undoubtedly inspire people to work harder and succeed. They also evolve
new methods for modern entrepreneurship that is the other part of their visionary.

Mission Statement
“To add Vitality to life.”
Sunsilk properly knows what people need to have. It will be better to point this out, especially
for their target market, because they need an essence and motivation for life to fulfil the goals
and dreams. Being a real vitality to life is something every individual seeks for and
appreciates first in the chosen brand.
PRODUCTS OFFERED BY THE COMPANY
Sunsilk owns many different shampoos for different purposes. There are types like for
hydration, softening and smoothing, strengthening, shining, revitalizing damaged hair,
maintaining the coloured hair, etc. One can find shampoos called “two in one”, which means
there are two functions one shampoo serves. There is also special shampoo for men called
“Detox for Men” that energizes and refreshes hair.

SEGMENTATION
It is dividing up of market into distinctive groups on the basis of common needs and therefore
perform specific marketing actions. Segmentation might be carried out on the basis of
descriptors such as demographics, geographies, psycho-graphics, gender and various other
factors.

Geographics
Initially geographics was ignored by Sunsilk. Sunsilk segmented the market on the basis of
intermarket segmentation. But Sunsilk segmented the market based on geographic
segmentation for advertising, promotion and sales efforts.
The countries that needed different segment advertising, promotion and sales efforts were:
 European countries
 Middle east countries
 Asia pacific countries

Demographic
The company made major segmentation in two groups.
1. Male
2. Female
Further the main focus of the brand was the female customers, who were further segmented
according to the age of the customer.
 Female between the age of 16-21
 Female between the age of 22-40
 Female above the age 40
Another classification made was on the basis of the income. The market was divided into
three groups.
1. Upper class
2. Middle class
3. Lower class

TARGETING
 The company mainly targets the young aged women who use heating
instruments to style their hair. Those who are active, dynamic and simple
but still conscious of their need to be beautiful.
 It has been designed to keep the hair healthy and beautiful, though this
kind of attitude has become their lifestyle.
 The main focus of Sunsilk remained on the female population of the
country. Initially the target was the segment of Female of age 16 – 21 and
the segment of Female of age 22-40, although their promotional activities
focused on all the female population.
 The main reason behind Sunsilk targeting those segments is because
those segments were the largest, profitable and there was no strong
competition.
 Initially the company used Undifferentiated marketing or the mass
marketing, in which they ignored the differentiations in the market and
used the same strategy for all the sectors or segments.
 Later company also used the differentiated marketing that gave different
strategies for five different segments of customers and they also bought
different variety of products to serve the same purpose. The main target
was the five segments which were served with different products and
offers.
POSITIONING
Sunsilk is already a well-developed brand in the market. The segmenting and
targeting strategy used by the company was after careful analysis. The brand
tends to offer the customer more benefit with same amount of price.
The tagline used by the company for positioning in the market was
“We care about your feelings”
Positioning statement
“To the young and middle age women, who have dull oily, rough and dry hair,
our Sunsilk is hair solution that offers stylish, shiny, strong and oil free hair
related to the competitors.”
The statement above specifies the segments that are to be targeted i.e., young and the middle
age women, addressing these segments having issues such as dull, oily, rough and dry hair
with the solutions of stylish, shiny strong and oil free hair, providing the customers with
the maximum satisfaction.
The brand identified the issues faced by modern day women related to hair and developed
products that provided possible solutions for the same. The brand was offered the position as
“hair expert”.
Product Strategy
Sunsilk is a global brand name when it comes to haircare. Sunsilk has a wide product
portfolio in its marketing mix. Sunsilk entered the hair care segment by introducing
shampoos but now it has moved on to other products as well like hair conditioners, sprays
etc.
Pricing strategy
Sunsilk has been maintain a really low-price range of products from small sachets ranging
from Rs 1 to bottles worth Rs 169. That being said, Sunsilk have used lower prices if and
when markets were needed to be penetrated. The pricing strategy along with the aggressive
marketing strategy has enabled Sunsilk to retain its position as one of the market leaders in
the hair care market globally.
Place & Distribution Strategy
Sunsilk definitely catches the eye of the consumer with the bright packaging it has.
Moreover, the availability and visibility of Sunsilk is quite high as it is present at every
grocery shop, retail shops and convenience outlets.
Promotion & Advertising Strategy
Sunsilk has always been a brand which has focused on aggressive marketing and promotion.
The general route of promotion through newspapers and other print media, television
advertisements has been adopted by Sunsilk. It uses Priyanka Chopra in India for its
promotion. The tagline for the brand Sunsilk is 'Your hair by your side'.
COMPETITOR ANALYSIS
Sunsilk faces cutthroat competition with P&G products such as Head and shoulders and
Pantene. In urban areas, Sunsilk is acting as a market challenger against P&G. Sunsilk has
got the advantage of keeping their prices lower than P&G shampoos but P&G has captured a
bigger share of the market due to its intense promotional activities.

Pantene is the ace for the personal care and hair care category of Procter and gamble. It is one
of the highest revenue contributing brands for P&G and hence is a star in their BCG matrix.
Pantene is known since ages for its stylish range of shampoos which provide nutrition to hair
so that your hair become smooth and silky.

STP analysis
SEGMENTING
 Pantene has revitalised their product line by segmenting their shampoos, conditioners
and styling products into four categories fine med-thick, curly and colour.
 This allows consumer the opportunity to tailor their section according to need while
still paying a drugstore price.
 Pantene targets people looking for affordable hair career and has product offerings for
the middle and upper-class groups.
TARGETING
 Women aged 15 to 35 consumers in their target market and looking for salon results
at cheaper price the consumer saves time and money by purchasing Pantene products
instead of going to a salon.
 Pantene has also target audience of women in their mid-to-early 40s and who were
invested and proactive in living a healthy lifestyle and also feel confident when their
hair looks good.
POSITIONING
 Affordable alternative to Salon brands.
 Pantene position in the market is by attribute claiming “hair so healthy it shines”.
 A product that helps bring out a woman’s inner shine, with the help of her outer shine
that the shampoo provides.
Pantene is a brand suitable for those who want a shampoo that can make their hair stronger in
order to decrease the hair fall and make their hair shine. Whereas Sunsilk is a brand that can
make hair smother, reducing the fizz and smell nice.

THE MARKET SEGMENT THAT THE COMPANY MIGHT EXCEL IN

FOCUS ON THE MALE POPULATION
 The brand Sunsilk has been keeping its main focus on to the female population of
different age groups, providing them with best possible solutions for the problems
faced by them.
 Same is with its competitor brand Pantene which is having its main focus on to the
female population.
 On the other hand, is a brand-named Garnier which is having a good share in the
market but is also having an equal focus on the male population as on the female
population.
Approximately 51% of the population of the country is of the male sector, that means that
the brand Sunsilk is missing out on more than 50% of the population, so are many other
brands. Although there are many brands that are producing such products that target this
population but there is a scope for Sunsilk to enter into this sector and prosper.
We see that the brands that specialize in providing products for the male are usually the
high-end brands and are costly as compared to the others.
On the other hand, Sunsilk is a brand that has the products in a lower range, so there is a
wide scope of profit in this segment in case the company starts producing the products
that are specialized for the men that too in a price lower than the others.
NEW PROMOTIONAL TECHNIQUES
 The brand Sunsilk is offering a good range of products to the marketing, but is
using the usual promotional techniques to capture the market.
 Same is with the brand Pantene.
There is a scope for the company to use innovative promotional techniques which are
not used by any of such brands. Such as providing of free gifts is a strategy that is not
used by any of the such brands. So, this technique might be useful to increase its share
in the market.
Distributing smaller bottles as samples that attract the consumers is another strategy
that might be used to gain customers and their confidence.
The brand can open up its own brand stores in urban cities or tire 2 cities that deal
with the hair issues of the people. Such as the stores opened up by Lakme, Lakme
Salon.
Developing of customized hair care products to alter to the needs of each individual
to solve all the problems and carter to their needs.
 Development of herbal and organic range of products. With the increasing awareness
of the importance of natural ingredients, the customer is becoming more aligned
towards such products. So, this can also be a great sector to enter.
Above are the few ideas that can be used by the brand Sunsilk to enter into areas
where the other brands are not able to reach. And it might prove to be the profitable
part for the business.
RECOMMENDATIONS
 Emphasis on quality and results

 By adding free products or offerings

 Attractive packaging

 New emerging countries

 Global expansion

 Shampoos for seniors and male segment after doing hormonal and environmental
research. If dermatologist consult must be there which help company to formulate
new Shampoo

CONCLUSION
Sunsilk has a huge presence in the market, but also faces a lot more competition therefore to
overcome them they need to be active and consistent in their work. It should increase and
maintain the frequencies of advertisements by electronic and print media.
With its increased focus on marketing digitally and with frequent long term campaigns in
place, Sunsilk can scale through different levels of brand connection in the minds of the
consumers.

REFERENCES

https://studymoose.com/24502-essay
http://shristi23sunsilkmarketingblog.blogspot.com/2014/09/segmentation-
targeting-and-positioning.html
https://www.ukessays.com/essays/marketing/sunsilk-a-hair-care-brand-
marketing-essay.php