STP analysis on sunsilk Essay

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Also, if you wish toenquire about an aspect of our report, we would gladly answer your queries.Executive SummaryUnilever is an Anglo-Dutch company, with a archives of august operation , on which it has gradually built its capital. Today it owns most of the worlds consumer convergence brands in food, beverages, cleaning agents and personal c are products. Unilever Bangladesh Ltd is one of the worlds most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business conduces. Unilever brands are trusted everywhere and, by listen to the people who buy them, theyve grown into one of the worlds most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product.Unilever Bangladesh Limited has v departments to carry out all the organizational functions. Our report is on STP synopsis on Sunsilk.This report is designed in trio chapters. Initially the opening words about the report were described in the first atom titled Introduction where we discuss about Overview of Unilever contains the history of Unilever, U nilever Bangladesh Ltd, and Organizational structure. Next chapter is on STP analysis. And in last part we give the conclusion and Bibliography.IntroductionThe main objective of this report is to have an estimation about STP analysis. How they manage all their market segmentation, Target market and their positioning. Here we give brief idea about the company, perseverance and product.Company OverviewUnilever is a corporation, formed of Anglo Dutch parentage that owns many of the worlds consumer brands in foods, beverages, agents and personal care. It was created in 1930 by the merger of British soap Br new(prenominal)s and Dutch glycerol trimargarate producer Margarine Unit. In the 1930s the business of Unilever grew and new ventures were launched in Latin. Since then Unilever has made tremendous growth, going through economic crises like the showtimeWorld War and the Great Depression. Today the company is fully multinational with operating companies in all over 100 countries, employing about 179000 employees. With the onset of the 21stcentury, Unilever implemented a strategy known as Path to Growth to transform business and to launch their Vitality mission.With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many peoples lives in so many different ways. 150 million times a day, someone somewhere chooses a Unilever product. From feeding ones family to keeping ones home clean and fresh, Unilever brands are part of everyday life. Unilevers mission is to minimal brain damage Vitality to life. It meets every day submits for nutrition hygiene and personal care with brands that help people look good, pure tone good and get to a greater extent out of life. Here we give the SWOT analysis of UnileverSWOT analysisThe following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Unilever Bangladesh Ltd.StrengthsIn depth industry exper ience and insightLargest tot of share in the marketHaving a good be of established brandsAn excellent distribution communicateCompetitive advantagesWeaknessesReliance on outside raw materialsSo many substitutes acquirable in the marketLack of control in the market. If any respite arises between company and distributor then the whole market suffers.Lack of informational reliability, since the market is too largeOpportunitiesParticipation within a growing industryUtilization of changing lifestyle of people for increasing demandScope of expanding the market vertically and horizontallyApplication of new tactics and surprise packages turning point marketingThreatsThreats of the market challengersA negative effect on peoples spending because of the current financial crisisExistence of political unrest though out the countryThe motto of Unilever is to hold its strengths the longest time possible. It is also working constantly with a view to using its opportunities at best. In spite of being the market leader Unilever Bangladesh has some weaknesses and threats. Its research department is working hard to make strategies to overcome those weaknesses and threats.Product OverviewSunsilk is a tomentumsbreadth care brand, in the beginning aimed at women, produced by the Unilever group, which is now considered the worlds leading company in pilus conditioning and the second largest in shampoo.Sunsilk is Unilevers leading hair care brand, and ranks as one of the Anglo-Dutch conglomerates billion dollar brands. Sunsilk shampoos, conditioners and other hair care products are sell in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elide, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 diffe rent countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilkcream shampoo for dry hair was launched in 1956 and from 2009 Sunsilk started working with a number of professional hair undecomposeds to develop new and improved products. Each hair issue variant links to an expert with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a hair fall variant for the brand.The lineup also includes Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Color, berth Charles for Plumped up Volume, Thomas Taw for Damage Reconstruction, Ouidad for Defined Curls and Yuko Yamashita inventor of Japanese hair straightening process YUKO for Perfect Straight. Due to need of shampoo for oily hair and dandruff unilever launch a new variant of Sunsilk having citrus extracts. The range consists of SunsilkYellow Sun silk with Bio Proteins from Vegetable ExtractsNormal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable draw has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful.Black Sunsilk with Melanin from Plant ExtractsDull hair needs a liberal black shine. New Sunsilk with Melanin extracted from plants serves this purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a rich black shine.Green Sunsilk with Fruitamins Vitamins from product ExtractsThin and limp hair needs extra soundbox and volume. New Sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins. These vitamins help in giving extra body, shine and surprise manageability to the thinning and lifeless hair.Pink Sunsilk with yoghurt proteinsDry hair needs wholesome conditioning, extra shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful.Orange Sunsilk with active nutrients from Citrus ExtractsThe advanced formula of orange Sunsilk is the result of the latest research. This shampoo is especially designed for oily hair type that looks flat and greasy due to the dissipation of moisture. New Sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it.Industry OverviewIn Bangladesh many brands are available in shampoo category. Unilever, Square Toiletries and P&G are the leading brands. Unilever produces Sunsilk and Clear, Jui is produced by Square and Pantene and Head & Shoulder produced by P&G. Moreover, there are some low brands which are operating in Bangladesh. Unilever grab the highest market share and in the leading position.Figure Market ShareSTP AnalysisSegmentationGeographic SegmentationSunsilk ignored geographic segmentation for product sunsilk segmented the market ground on intermarket segmentation. But sunsilk segmented the market based on geographic segmentation for advertising, promotion and sales efforts. Sunsilk divided the market into three groups.1. European countries2. Middle-East countries3. Asia pacific countriesIn those segment advertising, promotion and sales efforts should bedifferent.Demographic segmentationGenderSunsilk divided the market into two groups based on gender. 1 Male consumer2 Female consumerAge and life roulette wheel stageConsumer needs and wants change with age. Sunsilk divided the egg-producing(prenominal) consumer market into three groups based on age.1. Market segment of female age 16-212. Market segment of female age 22-403. Market segment of female age above 40IncomeSunsilk divided the market based on income. They divided the market into three groups based on income.1. Upper class2. Middle class3. Lower classPsychographicsSocial classInitially they launched sunsilk black shine mainly for high class people and to some extent middle class people. Then, they launched mini pack for the lower class people.BehavioralBenefitBenefit is a fixings which effect on buying decision. Sunsilk divided the market into five groups based on benefits. Each segment required difference benefit. 1. Segment A (who need nourishment for normal hair)2. Segment B (who need a rich black shine for dull hair) 3. Segment C (who need extra body and volume for Thin and limp hair) 4. Segment D (who need conditioning, extra shine and style for dry hair) 5. Segment E (who need oil put out hair for oily hair type that looks flat and greasy due to the excess of moisture)Market TargetingMarket segmentation reveals sunsilks market segment opportunities. In this stage sunsilk had to evaluate the various segments and decide how many and which segments it could serve best.Evaluating market segmentsSunsilk mainly targeted the female segment and ignored the male segment. At first, sunsilk targeted tow segments of female consumer which was segment of female age 16-21 and segment of female age 22-40, but in their promotional activities they focused on all female segments. Sunsilk targeted those segments because those segments were the largest, profitable and there was no strong and aggressive competitor. After, sunsilk targeted the five segments of benefit and they lunched separate product for each segment.Undifferentiated marketingAt first, sunsilk used undifferentiated marketing or mass-marketing strategy and they ignored market segment difference and targeted the whole market with one offer.Differentiated marketingSunsilk also practice differentiated marketing strategy, they targeted five segments of benefit and they brought variety in their product. They lunched five varieties product for whole market. Sunsilk target five segments and designed separate offer for each segment.PositioningSunsilk is already a renowned brand in the shampoo industry. As we mentioned in the earl ier part of the report, they segmented and targeted their market very carefully. We give the customers more benefits with same amount of price. We try to give the best to the customers.More for MoreMore for sameMore for lessSame for lessLess for lessFor positioning our product our tagline will beWe care about your feelingPositioning StatementTo the young and middle age women, who have dull, oily, rough and dry hair, our sunsilk is hair result that offers stylish, shiny, strong and oil free hair related to the competitors.ConclusionSunsilk is a most prominent shampoo brand in the market. Now, it is consider as a market leader based on market share and the market size. Manufacturer of leading brands, including Fair & Lovely and Lipton Tea, Our brands help people to look good, feel good and get more out of life. Celebrating lifefor over 40 years and today, a company bringing world class consumer products to millions of people in the country we are Unilever.