The competitive review of pert plus The market is full of players, but the two dominants ones are:

Procter & Gamble (P&G): They produce three different kinds of shampoos: HEAD & SHOULDERS PANTENE PERT PLUS Unilever Pakistan Limited: They produce shampoos such as: SUNSILK. Dove

PERT PLUS This shampoo is almost getting 25% of market shares and it is also a very strong brand of P&G. P&G has targeted on young busy people who want stylish hair within five minutes. So the need of separate conditioner is also committed. The major competitors of Pert plus can be categorized in two ways (all percentages have been provided by Lever Brothers Pakistan Limited: 1. 2. Direct competitors Indirect competitors DIRECT COMPETITORS These competitors are in terms of product category. With reference to the product category we can divide users of shampoo into following segments: UPPER CLASS This class normally uses Pantene, Head & Shoulder, sunsilk. These shampoos will be giving tough competition to pert plus. MIDDLE CLASS This segment is normally using shampoos in following percentage: *All the percentages have been provided by LBPL. Sr. No. 1 2 3 4 5 Shampoo Sunsilk Head & Shoulder Pantene Pert Plus Bio Amla and others Percentage 10 20 35 25 10 75% 25%

Key Competitors Include:

Competitor Pantene Head & shoulders Sunsilk Dove

Features Price Variant Pantene product face the variant for oily hair, dry hair etc and they white & black, 120 are doing mass production one for all. golden ,blue This is one of the best manufacturing brands that provide quality green & shampoo, with dandruff free and cleanliness. However this product is 120 brown larger competing Pantene. Sunsilk combines the ancient secrets for shining and long hair. It has 120 brown been specially manufactured for shining and long hair. Dove shampoo product face the variant for oily hair, and they doing 130 white & pink mass production one for all.

BIO AMLA Normally young girls and women want lengthy hair and try to avoid split edges of hair so they prefer Bio Amla. This is a shampoo which has the largest number of liters sales in Pakistan. Only lower middle and middle group people are using Bio Amla. Dove Product: Dove is offering shampoos for all hair types. One of its types gives the freedom of color. Fiber Actives & Protein Micro Moisturizer Serum protects hair from damaging and helps in reconstruction of hairs. Dove can be a best hair shampoo from hair breakage and split ends & its moisturizer serum gives nourishment and softness to your hairs. They are doing mass production one for all. Dove is committed to widening the definition of beauty for women because we believe real beauty comes in all ages, shapes and sizes. To help you enjoy your own brand of beauty, Dove provides an extensive range of cleansing and personal care products that make a genuine difference to the condition and feel of your skin and hair. HEAD & SHOULDER: 20% shampoo users are using Head & Shoulder as they are dandruff conscious people. 99% of the people are influenced by the advertisement of Head & Shoulder on daily use to get rid of dandruff and more over they re getting the promised results. They have targeted both males and females due to which they have got more number of shares in market. PANTENE Product: Pantene is especially made to take care of even sensitive and delicate hair, make them healthy and strong. This is one of the best manufacturing brands that provide quality shampoo, with healthy and strong hair. Pantene is the strongest hair care product of P&G both formula and advertisement wise. As

already explained they are giving top incentive to retailers and distributors. P&G sales staff pay more visits to their retailers and stores to check the shelf space of their shampoo. Place: Pantene shampoo is a product of p&g that is a multinational company it is all over the world. Promotion: Pantene shampoo advertising, to suit its brand image, was tasteful and restrained, needing no recourse to the hyperbolic often encountered elsewhere in the period we are considering. The message was simple: that Pantene shampoo is safe and healthy and that it made its users confident. Thus due to these efforts they are getting 35% of market share. SUNSILK Rest of the market share i.e. only 10% is with Sunsilk. shampoos in the market such as HEAD&SHOULDERS, PATENE PRO-V and sunsilk, will have a tough competition with Pert plus. SALES ANALYSIS Now we will discuss briefly only Pentene and Sunsilk from retailers point of view i.e. how much order are generally placed by retailers in a month. 1. 2. Pentene of P&G. Sunsilk of Lever Brothers Pakistan Limited. PANTENE OF P&G According to the retailers like Range & Prince Store and other small shop keepers, normally place four order in a month i.e. the shelf space is refilled 04 times in a month or every week due to the increased sales of Pentene. It reflects the highest turnover of Pantene.

INDIRECT COMPETITORS Indirect competitors include: Imported shampoos Branded soaps Unbranded shampoos and soaps IMPORTED SHAMPOOS Higher income segment is very quality conscious. They are major innovators and variety seekers. They change their shampoo more often than any other segment. They are mostly influenced by advertisement and word of mouth or on the basis of the consultation of their beauty experts. Examples of imported shampoos include: 1. 2. 3. 4. 5. Finess Agree Saloon Selective American Pentene (Pentene lively clean, ,Pentene Moisture lock) Vidal Sasoon 40% 35% 25%

6.

Temi Tei 40% of the indirect competition is provided by these imported shampoos. BRANDED SOAPS These soaps include:

1. 2. 3. 4.

Lifebuoy (Lever Brothers Pakistan Limited) Safeguard (P&G) Bodyguard (Treet) lux These soaps account for 35% of indirect competition. UNBRANDED SHAMPOOS & SOAPS They are unbranded shampoos and soaps and are normally used by lower income segment. These unbranded soaps and shampoos provide a major competition to Lifebuoy shampoo for which Lever Brothers Pakistan Limited focuses on low income segment. Lifebuoy soap is also providing indirect competition to Lifebuoy shampoo, as users of Lifebuoy soap have not shifted to Lifebuoy shampoo. These unbranded soaps and shampoos account for 25% of indirect competition. STRENGTHS AND WEAKNESSES STRENGTHS OF P&G Advertisement of P&G focuses on males and females both to appeal potential markets as their customers. P&G has very strong relationship with their retailers. Their marketing and sales manager bimonthly visits these retailers to get knowledge of their problems. They provide them good incentive like discounts i.e. three to four percent on their sales, quantity discounts on large sales, moreover they launch price schemes continuously for their retailers. Lever Brothers Pakistan Limited have this very healthy strategy i.e. relationship with retailers. P&G provides transportation facilities to its distributors and retailers which attract these distributors and retailers to buy the P&Gs shampoo as compared to Lever Brothers Pakistan Limiteds one. P&Gs management bargain and stresses more on its prominent shelf space with their retailers. In return of all above incentive not only retailers give a good shelf space but also promote P&Gs products. P&G fills its shelf space four times a months due to its high demand of shampoos. While Lever Brothers Pakistan Limiteds shampoos order are placed once in a month due to low demand by retailers. Hence high sales volume is strength of P&Gs. WEAKNESSES People have perception that P&Gs shampoo (e.g. Pentene) has harmful chemical, it causes fall of hair. It is weaknesses of P&G people think that it softens the hair and gives silky touch but it causes the hair fall. Though there is not too much big difference of price of Sunsilk and Pert plus but people perceive that Pentene and P&Gs shampoo are of high prices. Due to this they face competition from Lever Brothers Pakistan Limited. But now they have overcome this element by price reduction i.e. from Rs. 120 to Rs. 99 i.e. just one rupee below the retail price of Sunsilk (retail price of Sunsilk family size bottle is Rs. 100).

Strengths and weakness of competitor

Head and Shoulders Dandruff Top-rated formula for flaking and itching caused by dandruff. This is one of the most popular dandruff shampoos purchased in stores. Pro , an ingredient that works to rid dandruff.

Cons f Pantene Pro-V Ultra V Shampoo Plus Conditioner Voted among the more popular two-in-one shampoo and conditioner products. Pros

Cons -up in hair. Competitors distribution review: The UNILEVER distributing their products through the SIGMA distribution. Different companies are selling their shampoos under agents to supermarkets and departmental stores like Alfatah, HKB, potpurii and kiryana stores in Pakistan. Our distribution review Our shampoo pert plus will be distributed through a network of selected stores in the top 10 Lahore market stores in the most important channel partner being connected are Utility Stores: Super store: H K B Departmental store: Al-Fattah & Pace Online Retailers And also wholesale market

Although distribution will initially be restricted to the Lahore, but later on we expand into Karachi & Islamabad and beyond country according to demand we will emphasize trade sale promotion in the first year.