10 STEP

Marketing Plan for

Sunslik Shampoo

Berliana Situmorang
October 29, 2010

1
5 Steps for Part 1
(PTM and Positioning)

1. Sunsilk Shampoo PTM are the females 16

years and above.
2. Who want to be comfortable and confident .
3. Can choose Head and Shoulders, Pantene
etc.
4. Gap is all other brands the mostly are for
Smooth, Damaged Repair, Hair Fall, Anti-
Dandruff
5. The market size is P 24 Billion.
Sunsilk Shampoo niche is P7,2 Billion.
5 Steps for Part 2
(Marketing Mix & Strategy)

1. Sunsilk Shampoo, truly understand

hair.
2. Price is affordable
3. Electronic Media, Print Media,
Billboards, Givibg Out Free Samples
and Advertising Alliance.
4. Is distributed nationwide
5. Uses a niche approach to win
Positioning to the
Primary Target Market

Part 1:
Steps 1 to 5

4
1. Sunsilk Shampoo (PTM) are
the females 16 years and
above
 Demographics (16 -40, Female, upper
and lower classes, single or married)
 Lifestyle (study, work and women who
wants to have long hair faster)
 Behavior (2 days a once,0.25 ml, grow
up hair to 1,2 cm a mount)
 I am complete when
I have a lifetime happy with
my partner and people around me

I want to look and

Comfortable for everyday
2. My PTM’s NWE
Women need :
Self-Esteem & Self Actualization

Women choose Sunsilk Shampoo over other shampoos

because of : Sunslik Shampoo, truly understands
about hair, solution to everyday hair problems.

Women expect this when they use Sunsilk Shampoo :

Shiny and Healthy Hair
3a. Sunsilk Shampoo has
several competitors
 Direct : Head and Shoulders, Pantene.

 Indirect : Clear and Rejoice.

 Variable : Age, Price, Packing,

Availability, Occasion, Brand, Taste
 Sunsilk Shampoo positioning is
shown in this competitive map
Positioning vs. Brand Matrix
  Sunsilk Head & Shoulder Pantenee
Shining in one product      
Smooth and Silky      

Anti-dandruff shampoo and

provide an extra
conditioner in a package.      
Hair Fall      
Damage Repair      
Shampoo Combining
conditioner      
Lower Class      
Immediate Effects      
Lower Price      
4. Sunsilk shampoo positions
strongly in a niche market
opportunity
Sunsilk is the only Shampoo
 that has Strong and Long Shampoo and

Summer Fresh Shampoo

 For Low Classes, Immediate Effects

and Low Price

5a. Based on Unilever Philippines (City
of Manila) and Regional Brand Manager
- Sunsilk
Unilever Asia (China & Thailand)
Known until over a decade ago as Philippine Refining Company (PRC), Unilever Philippines started as an oil milling business which at its peak
produced nearly 100,000 tons of coconut oil annually. Today the company is a leading manufacturer of home and personal care
products, foods, and ice cream.
Leading in new technologies
With an annual sales of over Php 24 billion, Unilever Philippines employs over 2,000 people nationally. The company has been a leader
in introducing new technologies into the country since the early days of its existence - margarine production in the 1930’s, non-soap
detergents, shampoos and toothpaste in the 1960’s and 1970’s and state of the art sulphonation technology and cogeneration power
plant in the 1980’s.
The nineties has seen the company focusing on several improvements in the Environment front one of which was the introduction of
the first 100% biodegradable detergent bar in the Philippines. Unilever works closely with the community and other NGOs to protect
and improve the environment. In year 2000, the company received recognition for its environment management systems with an ISO
14001 accreditation.
Total Quality
The company has adopted the Total Quality approach during the last ten years and was the first in the industry to receive the ISO 9002
accreditation in 1994. Unilever has since worked with the government, customers and suppliers (including SMEs) to spread the Total
Quality approach in the Philippines. Unilever in the Philippines is a leading company in the area of Human Resources Management and
Development.
The company has excellent relations with its employees as evidenced by the last two CBA agreements. At the heart of the employee
relationship is a Skills Development (multi-skilling) Programme that enhances worker productivity. These efforts have been given due
recognition by the Personnel Management Association of the Philippines when they awarded Unilever as 1999 "Outstanding Employer of
the Year". Unilever has for decades been known in the industry as a sound training ground for young Filipino graduates. Some of its
managers have progressed to senior levels in government and public life. The business has grown from strength to strength with the
presence of its four operating companies: Unilever Foods, Unilver Foodsolutions, Unilever Philippines, and Unilever RFM Ice Cream.
Unilever is proud of its 78 years of heritage in the Philippines and is dedicated to growing its operations in the country in the future.

http://wikimapia.org/563710/Unilever-Philippines
http://www.youngmarketmasters.com/html/events-2008-awardees-desc.html
 5b. Based on Unilever data,
where Sunsilk Shampoo share is
30%, total market size is 7,2
billion
1. Unilever Philippines : Annual sales is
P24 billion

2. Sunsilk Shampoo claims market share

of 30%

3. Then total shampoo market size is P24

billion x 0.3 = P 7,2 billion
5c. Consumer data indicates
a size of P 6 billion

Shampoo Consumption:
- 30 million of Filipinos buy 10 ml Sunsilk
Shampoo for two days a once using
0,5ml with costs around P2

- 20 M x 0,25ml x P0,25 X 365 = P7billion

5. Market is 7,2 billion
1. Company data= P6,5 B

2. Industry data = P8.5 B

3. Usage data = P7 B
The Marketing Mix Strategy

Part 2:
Steps 6 to 10

15
6a. Dominated by 3 Major
brands

SUNSILK
6a. Dominated by 3 Major
brands

Pantene Head & Shoulder

6b. Product Description
 Sunsilk Shampoo comes in different
types
 There are 7 types, Strong and Long,
Anti Dandruff, Smooth and Managable,
Hair Fall, Damage Repair, Smooth and
Soft, and Summer Fresh.
 There are 7sizes, 10ml and 12ml for
sachet, 100, 180,200,400 and 750 mL
7. Price-
Sunsilk Shampoo is at par lower
with major competitors in 200ml
 Pantene = P104
 Head and Shoulder = P104
 Sunsilk = P 75
 8a. Promo

Electronic Media Print Media Billboards

 8a. Promo

Advertising Alliance
Giving Out Free Sample
8b. Competitor promo

Sunsilk and Head & Shoulder has same

type such us :
 Shining in one product

 Smooth and Silky

 Shampoo Combining conditioner

9. Sunsilk Shampoo is
distributed nationwide using
Unilever distibution network

 Supermarkets, sari-sari stores,

convenience outlets, drugstores,
market stalls
 Nationwide

 Pick-up by customers

 Cash and credit transaction

10. Sunsilk Shampoo is a
niche leader

Sunsilk Shampoo has main strategy is to

dominate the niche market of 16 to 40
years and above.
It benefits from the distribution leverage
of Unilever.
Has an excellent, Lower Price,
Affordable , excellent product distributed
nationwide.
SUMMARY

25
 5 Steps for Part 1
(PTM and positioning)
1. Sunsilk Shampoo PTM are the females 16
years and above.
2. Who want to be comfortable and confident .
3. Can choose Head and Shoulders, Pantene
etc.
4. Gap is all other brands the mostly are for
Smooth, Damaged Repair, Hair Fall, Anti-
Dandruff
5. The market size is P 24 Billion.
Sunsilk Shampoo niche is P7,2 Billion.
5 Steps for Part 2
(Marketing Mix & Strategy)

Sunsilk Shampoo, truly understand hair.

2. Price is affordable
3. Electronic Media, Print Media,
Billboards, Givibg Out Free Samples
and Advertising Alliance.
4. Is distributed nationwide
5. Uses a niche approach to win
10 STEP
Marketing Plan for
Sunslik Shampoo

Berliana Situmorang
October 29, 2010