Letter of Transmittal

Date: / 07 / 2015
Mashruha Zabeen
Senior Lecturer
Department of Business Administration
East West University, Dhaka.
Subject: Submission of term paper for the course of Principles of Marketing
(MKT101).

Dear Madam,
Here is the term paper that we submitted on the topic “Comparative study between
Sunsilk shampoo and Head & shoulder shampoo” as per your request. The term
paper has been completed by the knowledge that we have gathered from the course
“Principles of Marketing”.
We are thankful to all you to provided us important information and gave us valuable
advices. We would be happy if you read the report carefully and we will be trying to
answer all the questions that you have about the term paper.
We have worked as a team with utmost enthusiasm and tried our label best to
complete this term paper meaningfully and correctly, as much as possible. We do
believe that our tiresome effort will help you to get ahead with this sort of venture.
In this case it will be meaningful to us. We hope you find this term paper satisfactory.
Thanking you.
Yours obediently
NAME ID SIGN
I. Moshar Rif sadik 2015-1-10-333 ………..………….
II. Nahid sultana Rashid 2015-1-10-044 ….…………..……
III. Ashiquzzaman Sourov 2015-1-10-347 ………..………….
IV. MD.Niaz Azad 2015-1-10-336 ………..………….
V. Farhat Ferdous 2015-1-10-009 ………..………….
VI. Mojirul Islam 2015-1-10-020 ………..………….
VII. Zobayer Adnan 2015-1-10-036 ………..………….
VIII. Fariha Farhad 2014-1-10-167 ………..………….
 Acknowledgement

The term paper on ”Comparative study between Sunsilk shampoo and Head &
shoulder shampoo” Has been given to us as a part of curriculum in 4-years
Bachelor degree in Business Administration.
We have tried our best to present this information as clearly as possible using
basic terms that we hope will be comprehended by the widest spectrum of
researchers, analysts, and students for further studies.
We have completed this term paper under the able guidance and supervision of
senior lecturer Mashruha Zabeen; we will be failed in our duty if we do not
acknowledge the esteemed scholarly guidance, assistance and knowledge. We
have received fruitful and timely completion of this term paper.
Mere acknowledgment may not redeem the debt we owe to our parents for their
direct and indirect support during the entire course of this term paper.
We also thankful to our friends and team members who helped us a lot in the
completion and so do gave us an inspiration to improve our term paper. We
thank all the people for their help directly and indirectly to complete our term
paper.
 Executive summary
We were assigned to prepare a term paper on comparision between P&G’s product
“Head & shoulder” and Uniliver’s product’s “Sunsilk”. We have compared this two based
on market segmentation, market poisoning and market targeting, differentiation,4P,
SWOT analysis, etc. As assigned, we have prepared the report based on our findings,
understandings and research. This project is about strategies and various practices by
MNCs. The comparative study has been carried out between Unilever and P&G. This
shows the need of transformation not in terms of products and innovations but also in
terms of organizational structure. Brand innovation is very important for any FMCG
company. More the product line, better the chances for sustainable growth in market.
This also allows going in various markets with their needs.
In preparing this report, first of all we have highlighted

# the companies five years comparative statements. We have also mentioned profit and
loss account, balance sheet, statements of cash flow.

#Then, in section 2, we tried to show the actual picture of five years ratios such as
liquidity ratio, activity ratio, leverage ratio, profitability ratio and market ratio of Beximco
Synthetics Limited. We have also mention of the company’s other profile like- board of
director, statement of director, financial statements etc.

#Finally, at section 3, we analyzed the financial statements of the company through the
various ratios and making comments

Thus, in our report, we showed that the current overall procedure, marketing mixes and
strategies of these two companies. is attractive to the stakeholders and thy can take this
as a desirable company for their business transactions

In today’s world every company wants to build a profitable relationship with partners
inside and outside the company. To maintain this relationship every company has to
maintain a particular marketing strategy.
 Segmentation: On the basis of
Geographic segmentation geographical standings.
Urban Suburban Rural Geographic segmentation is based on
such variables
nations,,states,region,countries,cities
,neighbourhoods etc.
8%
Here according to our guideline head
&shoulder shampoo cover the following
30% areas in our country –
 62% Urban area
62%
 30% Sub-urban area
 8% Rural area

# Head & shoulder shampoo follow this segmentation because this segments are
associated with selling of this shampoo. As we mentioned above-
Urban area: The urban areas like Dhaka, Shyllet ,Chittagong, Rajshahi, Barisal,
Khulna, Bogra ,Cox’s bazar, Memensing, Ishardi, Pabna etc. So the people of these
areas are economically forward than the other districts’s people. They are first priority
consumers.
Sub-urban area: The sub urban area of our country are
comilla,narayanganj,moulovibazar,rangpur,etc. The people of these areas are not so
much like people of urban area but like they are familiar with this types of product.so
they are second priority customer of head & shoulder shampoo.
Rural area: There are numerous rural area in Bangladesh.They are developing but not
so fast to be associated with this types of products.There are a few people who are
interested to buy this types of product but the number is so low that the company can
not provide this product to rural areas.
 Segmentation: On the basis of
Demographic segmentation gender
Demographic segmentation based on
Male Female
gender,age,income,religion,etc.
For Bangladesh this shampoo
segmented the market in gender
where they cover or provide-
40%  60 % for Male
 40% for Female
60%

Male: Head & Shoulders has been winning the trust of men around the world for more
than 50 years. They are committed to making the best hair products for men by
constantly improving their product through research and clinical testing (more than 200
clinical tests, and counting). All this has earned them the pretty impressive distinction of
being the number one best-selling shampoo in the world among men. As a part of south
asia is the biggest market place they cover 60% men to provide their shampoo.

Female: Introduced in 2007, the proprietary zinc pyrithione (ZPT) formula in Head &
Shoulders effectively targets the source of dandruff so men and women can feel
confident that their hair looks great. With full lines of shampoos and conditioners, Head
& Shoulders systems provide the dual benefits of achieving both a healthy scalp and
great-looking hair. Offering ten shampoos and five corresponding conditioners, Head &
Shoulders has a line to fit the needs of all women.
 Segmentation: On the basis of age
Demographic segmentation
Head and shoulder shampoo
10 to 19 20 to 29 30 to 39 40 and above segmented the demographic market
through their targeted age of people.
And here are their segmentation on the
basis of age-
37%  13% people of 40 years old and
above
 19% people of 10-19 years old
 31% people of 30-39 years old
19%
 37% people of 20-29 years old
31%
13%

40- and above: Almost 13% people of 40 years and above the would choose head &
shoulder shampoo cause this shampoo fulfill their expectation through having their hair
clean and dandruff-free.
30-39 years old: The spot about Head & Shoulders is focus on that the women of 30-
39 years old are pretty much concerned about their hair. These products are designed
for people, who pay attention to themself, they are in a daily contact with other people
and they are also hardworking and busy all the time, because this shampoo guarantees
them a fresh feeling.
20-29 years old: The spot about head 7 shoulder shampoo is focused on women of 20-
29 years old cause they are more fashion oriented and up to date with new hair style.
So that’s why the marketers target them as their first priority consumers. Almost 37%
women prefer head & shoulder shampoo for their usage.
10-19 years old: The girls of 10-19 years old are mostly teenagers, so that’s why
marketers takes them as third priority customer cause they will use other shampoo
which are suitable for them. They will use head & shoulder only when they are following
the elders. So only 19% of total consumers girls of 10-19 years old are very small
targeted market.

Segmentation: On the basis of Income.

Demographic
Here the segmentation of head & shoulder
segmentation shampoo on the basis of income. The
shampoo marketers target the market in
Upper class Upper middle class
four categories. They are-
Middle class Lower class
 Upper class
 Upper middle class
7%
7%  Middle class
50%  Lower class
36%
Income also depends on consumers
products affordability. That’s why this is a
this is a really important segmentation.

Upper class:
The marketers try to provide almost 50% of their targeted consumer for upper class
people cause they are really fashion conscious so do up to date with latest trend. So
they will need exceptional and uncommon hairstyles.
Upper middle class:
Upper middle class people are also fashion conscious and trendy. So they also search
for such kind of products in order to get the best benefits of that products. So almost
36% people are in this category.

Middle class :
The middle class people are less fashion conscious and lee trendy than to the upper
middle class and upper class. But yet they are also in the targeted market. But their
percentage is much more less than upper class and upper middle class people
Lower class:
This type of people are nor in the targeted market.

Segmentation: On the basis of Life style

Psychographic segmentation and personality.
Social class Life style Personality Segmentation is used mainly to target a
certain group from within a population.
Psychographic segmentation is one
35%
which uses peoples lifestyle, their
activities, interests as well as opinions to
define a market segment.
 47% people for social class
18% 18%
 35% people for life style
 18% people from personality
47%

Social class – Different consumers fall in different social classes. This depends mainly
on their buying power. The buying power is affected by the background of the customer,
his income as well as his spending habits. The customer will always buy to maintain his
social class.
Lifestyle – There are various segments which have become popular in retail but one of
the most popular segments is the lifestyle segment. Everyone has different clothing
habits based on their lifestyle.
Personality – Personality in psychogaphic segmentation is dependent on both –
lifestyle as well as social class. A person will have a rich personality only if he has high
buying power as well as the taste in clothes to maintain such a lifestyle. Thus the term
“Brand personality” came into effect. The reason for that is that different brands target
different personalities.This section can be divided inti 2 categories:-
1. Activities interests and opinions – A subset of lifestyle, activities interests and
opinions also affect consumer buying behavior.
2. Values attitudes and lifestyle – Another concept which is a subset of the lifestyle
segment is values attitudes and lifestyles.
 Segmentation: On the basis of
Behavioral segmentation
Benefits.
Reduce itching Healthy shine hair relieves irritation
Behavioral segmentation is based
remove oilness reduce redness Fight dryness on variables such as usage rate
,patterns, price range, brand loyalty,
7%
benefits sought. Shampoo market is
11%
segmented on platforms:-
26% 19%
 Cosmetic.
 Anti-dandruff.
 Herbal.
15%
22%
For head shoulder shampoo it
focuses on anti dandruff care.

# The users of head shoulder shampoo like to use this shampoo because of its 6 scalp
and hair benefits. They are :-
 Reduces itching :- Head & shoulders formula with a zinc-based active
calms the itchiness ,helping to leave your scalp more
comfortable and your hair will looks great.11% people support it.
 Relieves irritation :- head & shoulders soothing formula calms irritation,
providing you with healthy looking, visibly flake free hair.15% people
support this.
  Reduces redness:- head & shoulders formula calms irritation and
reduces redness and about 26% people support this term
 Fights dryness :- head & shoulders formula, with active moisturizers,
continuously targets dryness, keeping your scalp healthy looking ** and
your hair beautiful. About 7% people support this term
 Removes oiliness :- head & shoulders is specially formulated to remove
oiliness for worry-free cleansing that leaves your scalp and hair looking
and feeling healthy. 22% people support this term.
 Healthy shine hair :- With head & shoulders, you don't have to choose
between great-looking hair and a scalp in good condition.19 %people
support this term.

Distribution:

Geographical Coverage: In case of People differentiation for providing and distributing

their products specially Head & Shoulder shampoo P&G has divided worldwide
environment in three regions-

(1)America.

(2)Europe, Middle East and Africa.

(3) Asia Pacific and Australia

P&G’s product head & shoulder is

quite well balanced in terms of its
price and quality which provides
full satisfaction to its consumers all
over the world which is strength for
the company.
Thus they try to provide their products by using different policy for different region. As
the huge targeted market P&G attempts to position its product in the market by
delivering promised quality and superior customer value in Asia Pacific market.

Distribution channels:
The distribution channel of head &b shoulder follows the conventional route of FMCG
goods marketing, viz. Factory, to distributor to whole seller to retailer to consumer. By
following this process they provide head & shoulder shampoo in our country.

Distributor Retailer

P&G's Factory Whole seller Consumer

Transportation:

The transportation of head & shoulder shampoo is constantly seeking to optimize and
streamline their production transportation and logistics network. They carefully evaluate
opportunities to reduce costs while also delivering measureable improvements in the
environmental footprint. Their transportation procedure are-

Finished packaged product transported by ground (DOT): Non hazardous.

Finished packaged product transported by vessel (IMDG): Non hazardous.
Finished packaged product transported by air (IATA): Non hazardous.

Inventory:

The primary ingredient in all shampoos is water, typically making up about 70-80% of
the entire formula. Deionized water, which is specially treated to remove various
particles and ions, is used in shampoos. The source of the water can be underground
 wells, lakes, or rivers. The next most abundant ingredients in shampoos are the primary
detergents. These materials, also known as surfactants, are the cleansing ingredients in
shampoos. Surfactants are surface active ingredients, meaning they can interact with a
surface. The chemical nature of a surfactant allows it to surround and trap oily materials
from surfaces. One portion of the molecule is oil compatible (soluble) while the other is
water soluble. Here are some ingredients that are inside the Head & Shoulders product:
-Pyrithione zinc
-Coal Tar
-Selenium Sulfide
-Eucalyptus Oil
-Salicylic Acid
-Water
-Ammonium Lauryl Sulfate
-Ammonium Laureth Sulfate
-Ammonium Xylene Sulfonate
-Fragrance
-Cocamide MEA..

Inventory
consists of

Finished good’s
Raw material for
which are
production
available for sale

Work in Captive consumable

progress. Example: goods used by
Semi finished goods. manufacturer

References:
ALL MATERIALS AND CONTENTS ARE TAKEN FROM Google, P&G”s
official website, Sunsilk website,Yahoo, Assignmentpoint, FCGM and
Wikipedia for educational purpose only. All rights are reserved to
them. Even more-

: http://www.madehow.com/Volume-3/Shampoo.html#ixzz3h6jnzSkx

http://www.madehow.com/Volume-3/Shampoo.html#ixzz3h6jZiIOJ