SUNSILK VS PANTENE A Project By Presented to : Anam Shoaib Prof. Awais.

khan Farah Alamgir Wosfa Asghar Faisal Attique

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

MISSION STATEMENT UNILEVER

Their mission is

TO ADD VATILTIY TO LIFE

P&G
Provided branded products and superior quality and value that improves the life of a worlds consumer

VISION STATEMENT UNILEVER

Work to create a better future every day by inspiring people and develop new ways of doing business

P&G
Be, and be recognized as, the best consumer products and services company in the world.

UNILEVER INTERNATIONAL HISTORY

Unilever is a multi-national corporation, It was created in 1930 by the Lever Brothers and Dutch margarine. Today the company is fully multinational with operating companies in over 100 countries, Employing about 179000 employees With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people's ives in so many different ways. From feeding ones family to keeping ones home clean and fresh, Unilever brands are part of everyday life.

UNILEVER PAKISTAN LIMITED

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.

HISTORY OF PROCTOR AND GAMBLE

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.

BCG MATRIX OF UNILEVER

BCG MATRIX OF UNILEVER STARS

High growth rate & high market share

QUESTION MARK
High growth rate & low market share

CASHCOW
Low growth rate & high market share

DOG
Low growth rate & low market share

BCG MATRIX OF P&G

BCG MATRIX OF P&G STAR

High growth rate & high 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

Assess the attractiveness of its various SBUs

Decide how much support each SBU deserves

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

Variant: Anti dandruff Label Color : Blue Benefit: removes dandruff

PRODUCT

Variant: Label color: Black Benefit: Shine for Dull hair

Variant: Golden Protection Label Color : Gold Benefit: Intensive care for dry/ damaged hair

Variant: Clarifying Label Color : silver Benefit: residue removal

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.

SUNSILK SHAMPOO Rs 200 to Rs 300 PKR Rs 150 to Rs 170 PKR

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.

PENTENE SHAMPOO Rs 513 to Rs 540 PKR Rs 282 to Rs 300 PKR

750g
Rs 152 to Rs 165 PKR

400g
Rs 83 to Rs 90 PKR

200g

Rs 3 (Sachet)

100g

5ml

PLACE

SUNSILK available in all

Supermarkets

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.

COMPETITIORS OF SUNSILK AND PENTENE

HEAD AND SHOULDER PANTENE L'OREAL GARNIER FRUCTICE DOVE MEDICAM CLEAR REJOICE

HEAD AND SHOULDER L'OREAL GARNIER FRUCTICE DOVE MEDICAM CLEAR REJOICE