BM 111 2A NURUL SYAFIQAH BT MOHD KAMAR ARPIN NUR AMIRAH BT ABDUL GHAFAR MUHAMMAD HAFIZH BIN ROSLI NUR

ALIAH ASYIKIN BT MD YUSUF FARHA AZEERA BT ZULKIFLI NURUL ATIFAH 2011274054 2011435054 2011889674

Acknowledgment

The preparation of this report is a sound example of teamwork. The experience is a valuable one because not only did the report increase our understanding and knowledge on the assigned topic, Sunsilk. It also taught us important lessons of how to incorporate out theoretical knowledge to enhance the understanding of practical implications. In addition, it also gave us a thorough opportunity to learn from others; despite conflicting ideas, the teams managed to join efforts and reach unanimous decisions at the end. It re-defined our skills of working with others to reach a final goal, and improved our communication as well as tolerance levels.

However, this would not have been possible had we not been given the opportunity to present this report. Therefore, we would like to express the deepest appreciation to our course instructor, Mrs Noridah bt Abu Bakar, who has been a continuous source of guidance throughout the report and has always been there to answer our quarries.Thanks also to our friends and family for keep supporting us to did this report.

CONTENTS

PARTICULARS

PAGE

INTRODUCTION - Groups Objectives COMPANYS PROFILE - Companys background - Companys competitors - Types of Consumer Buying Decision & Consumer Involvement - Marketing Management Philosophies - Companys Corporate Social Responsibilities (CSR) PRODUCT CONCEPT - Companys Product - Type of consumer product - Product items, product line and product mix MARKET SEGMENTATION - Types of segmentation - Strategies for Selecting Targeting Markets - Positioning CHANNEL STRUCTURE - Type of Marketing Channel - Levels of distribution intensity - Retailing PROMOTION - Promotion Strategies - Advertising- Media Types - Public Relations- Major Tools - Sales promotion- Major Tools PRICING - Pricing Objective - Price Strategies - Pricing tactics CONCLUSION REFERENCES APPENDIX

1.0 INTRODUCTION Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk is Unilevers leading hair care brand, and ranks as one of the AngloDutch conglomerate's billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka and Thailand.

Key facts Number 1 in Asia, Latin America and the Middle East Sales of more than 1 billion a year. Selling in 80 countries. Also sold as Elidor, Hazeline, Seda and Sedal.

Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day.

1.1 GROUPS OBJECTIVES

To know about the Sunsilk. To know about the difficulties faced by the Sunsilk. To know about the growth strategies used by Sunsilk. To about the various promotional strategies of Sunsilk. To know about the 4 Ps of Sunsilk.

2.0 COMPANYS PROFILE 2. 1 BACKGROUND OF THE COMPANY

Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products. It was created in 1930 by the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. In the 1930s the business of Unilever grew and new ventures were launched in Latin America. Since then Unilever has made tremendous growth, going through economic crises like the First World War and the Great Depression. Today the company is fully multinational with operating companies in over 100 countries, employing about 179000 employees. With the onset of the 21st century, 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 people's 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 add Vitality to life. It meets every day needs for nutrition; hygiene and personal care with brands that help people look good, feel good and get more out of life

2.2 COMPANYS COMPETITORS

Sunsilk exists in the pure competition.The new Sunsilk shampoo aims to fulfilling the need of its target market by offering a high quality, assessment of concept in term of acceptability, credibility, and perceived benefits that it offers a healthy choice shampoo alternative to target customer.In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. Sunsilk has got the advantage of keeping their prices lower than Head & Shoulder shampoos but Head & Shoulder has captured a bigger share of the market due to its intense promotional activities.. In urban areas Sunsilk acting market challenge with Head & Shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured a large market share due to its intense promotional activities. Generally, Cute work as a market follower as it doesnt go for any innovative action.

VS

2.3 TYPES OF CONSUMER BUYING DECISION AND CONSUMER INVOLVEMENT

There are three types of consumer buying decision.There are routine response behavior,limited decision making and extensive decision making.For this product,the type of consumer buying decision is routine response behaviour.Routine response behaviour is the type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services.This type of behaviour requires little search for information and time taken to make decision to purchase. The consumer will buy this product when they have particular issues like they want to try something new.They will seek for the information about Sunsilk through their family,friends and neighbour.Sunsilk information is also available through TV commercials as Sunsilk is endorsing Bollywood actress,Priyanka Chopra and also through retailers when they display in their stores.Then,they will satisfy their need which can solve their needs and the consumer will see the benefits from the solution provide by Sunsilk shampoo.

2.4 MARKETING MANAGEMENT PHILOSOPHIES There are 4 marketing management philosophies which are production orientation, marketing orientation,sales orientation and social marketing orientation. Market Orientation Sunsilks marketing strategies change time to time.As it mainly women oriented product,but over the time Sunsilks markrting consists of all kind of consumers irrespective of gender oriented. Advertising Sunsilk began advertising in 1955 with a campaign that focused on specific hair issues.In the UK,the campaign focused on shiny hair. Celebrities Madonna,Shakira and Marilyn Monroe all featured in Sunsilks 2008 advertising campaign Life Cant Wait which launced with a Super Bowl XLII spot.The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives Hair On,Life OnWardina Safiyyah is one of the Brand ambassador for Sunsilk in Malaysia.
10

Magazine In 2003,Sunsilk launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry.More than 800,000 copies are published each month.The magazine focuses on hair,fashion and beauty issues as well as showcasing hairdressers work.It is sold locally on news stands and distributed to hair salons.

Sunsilk website

Sunsilk Malaysia launched a social networking site called SUNSILK which offered its users access to avariety of local and global experts to address various hair care needs through its content,blogs and live chat room.This site includes rich content of hair care and fashion and users can also take part in interactive games and quizzes Co-creation collaboration Sunsilk is Co-creation formula created by experts. They came with this idea to grab the market and to be superior in the market. From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. Each hair issue" variant links to an "expertwith the relevant specialist hair knowledge.

11

For example, Dr Francesca Fusco, a New York dermatologist, co-created a hairfall variant for the brand. The lineup also includes: Jamal Hammadi for Black Shine Rita Hazan for Vibrant Colour Teddy Charles for Plumped Up Volume Thomas Taw for Damage Reconstruction Ouidad for Defined Curls Yuko Yamashita (known for Japanese hair straightening) for Perfect Straight.

12

2.5 COMPANYS CORPORATE SOCIAL RESPONSIBILITIES (CSR) Corporate social responsibility is business concern for the society welfare.There were a lot of CSR done by UNILEVER company.For example, Cheque Handover To Mercy 13-10-2009 : Unilever Malaysia today does its bit for charity by contributing RM 40,000 to Malaysian Medical Relief Society (Mercy) Humanitarian Fund in aid of earthquake victims in Padang, Sumatera. Kuala Lumpur, 13 October 2009 - Unilever Malaysia today does its bit for charity by contributing RM 40,000 to Malaysian Medical Relief Society (Mercy) Humanitarian Fund in aid of earthquake victims in Padang, Sumatera. The contribution is in response to Mercy Malaysias call last week to help raise RM 3 million for its humanitarian and medical assistance. Mr Geoff Bellingham, Unilever Malaysias National Customer Development Manager handed over the cheque to En Mohd Shaharudin Asmani, Mercy Malaysia's Acting General Manager at a simple event at Mercys office today. The amount was raised during Unilevers Malaysian Favourites campaign held at all Tesco stores nationwide which began on 29 July and ended on 26 August 2009. During the month-long campaign, Unilever pledged a portion of every sale of six popular Unilever brands, namely Sunsilk, Lifebuoy, Breeze, Lipton, Rexona and Planta to Mercy Malaysias Humanitarian Fund to help fund its humanitarian relief activities. Though we are not able to be there physically at the disaster areas to assist with relief works, we hope this small donation will go a long way in helping those in need in line with our Vitality mission of doing good for the society we live in, said Geoff at the event.

13

 Unilever partners Ministry of Health to combat a (H1N1) pandemic The severity of the Influenza A(H1N1) pandemic was much cause for concern locally. At the height of the pandemic, Unilever ( Malaysia) Holdings Sdn. Bhd. was among the first private sector corporate citizens to step out and actively combat the spread of the virus. In a joint collaboration, the Ministry of Health Malaysia and Unilever initiated the Bersama Mencegah H1N1 national campaign at the IOI Mall in Puchong, Selangor on 25 July. The campaign was also supported by Guardian Malaysia. The campaign was launched by YB Dato Seri Liow Tiong Lai, Minister of Health, Malaysia, in the presence of Andre Rompis, Chairman of Unilever (M) Holdings Sdn. Bhd and Ms Soon Ai Lan, General Manager of Guardian Malaysia (GCH Retail (M) Sdn Bhd). At the launch ceremony, members of the public had first-hand experiences in learning proper hand-washing techniques, guided by the Glo-Germ tests provided by Unilever, including the proper seven-step hand-washing technique, as recommended by the Ministry of Health, Educational quizzes and games for adults and children also helped in infusing a fun way to learn these steps. Health professionals, including doctors and nurses, were also present at the event to demonstrate the correct procedures for the handling of thermometers and the wearing of face masks while also attending to queries by members of the public as they eagerly sought information regarding the A(H1N1) outbreak and preventive measures. Among the frequently-asked issues were concerns over discernable flu symptoms, advice on adopting the necessary self-abstinence and social-distancing measures as well as tips and travel-related queries regarding countries with a widespread outbreak of the disease such as the United States, the UK, Australia and Japan. The public also took the opportunity to purchase flu-prevention related products at special prices. It is very important that everyone is aware about the necessary preventive measures to counter the spread of Influenza A(H1N1) which has been skyrocketing drastically over the last few weeks alone as more people are contracting the virus via local transmission. It is also timely that the Malaysian public adopts proper hygiene habits as these simple steps can be easily incorporated into our daily hygiene routines, said YB Dato Seri Liow Tiong Lai in his speech at the launch ceremony, stressing that it is the responsibility of every Malaysian to play their part in helping the authorities to control and keep the spread of the virus to a minimum. The campaign will see several complementary initiatives being carried out on a nationwide scale. The Ministry of Health and Unilever will also be going on joint road shows to conduct hygiene talks at pre-schools and primary schools to educate children on the importance of cultivating proper hygiene habits in order to maintain good health. Hygiene packs and samplings of Lifebuoy soap will be distributed to the public while awareness posters illustrating proper hand-washing techniques will be displayed at public places such as LRT, Monorail and KTM stations as well as common Rest & Service areas in the country. In addition, the Lifebuoy team will also
14

carry out hand-washing interactive demonstrations at other high-traffic venues including shopping malls.

Touching Hearts Touching Hearts is an employee driven program aimed at making a difference in the lives of the less fortunate by being personally involved.

Our purpose Touching Hearts is the expression of Unilever Malaysias commitment to making a positive contribution to the wider society in which we operate. Our purpose is to strengthen the level of ongoing community involvement by Unilever Malaysia and its employees.

Our commitment Touching Hearts encapsulates the commitment of our Company and our employees to reach out to society in a meaningful manner. It focuses on special projects that our employees are passionate about, providing the resources to support relationships that our employees build with investments of time made from the heart. Touching Hearts also provides an avenue and enhances the development and experiences of our employees.

Our scope Touching Hearts focuses on providing for the needy in the society as well as supporting education related causes.

15

Our approach Touching Hearts operates on a bottom-up approach, relying primarily on the commitment and passion of employees in community-related activities. In deciding which community or cause to support and how we can offer help, we take into consideration how the investment will promote our corporate values and contribute to the development of our staff. In this sense, Touching Hearts combines both Corporate Social Responsibility (CSR) and employee social responsibility, or ESR in a more meaningful way.

Our action Touching Hearts has touched the underprivileged in the society in many ways. Among the many activities we have undertaken include the following: employees spending time with the less fortunate through home-visits and outings sponsorship in terms of monetary assistance and products to charitable homes/needy individuals fund-raising activities adoption of a primary school in the vicinity with main focus on needy students and contribute towards fostering the general learning process

16

3.0 PRODUCT CONCEPT A product may be defined as everything, both favourable and unfavourable, that a person receives in an exchange. To most people, the term product means a tangible goods. However, services and ideas are also products.

3.1

COMPANY PRODUCTS

Sunsilk shampoo is a hair care products. A product is defined as everything that a person receives in an exchange. It may be a tangible good, a service or an idea. Sunsilk shampoo is a tangible good. Sunsilk shampoo product is consumer product. Consumer product is a product bought to satisfy an individuals wants. Sunsilk shampoo has 8 types of products and created by professional hair care.

Sunsilk Damaged Hair Reconstruction Penetrates and fills holes and cracks in each strand layer by layer. Created by Thomas Taw.

Sunsilk Silky, Smooth and Manageable To align and Yamashita . reduce friction between strands. Created by Yuko

17

Sunsilk Hair Fall Solution Nourishes and strengthens that crucial first inch of hair. Created by Dr Francesca Fusco.

Sunsilk Stunning Black Shine Reveals hair natural shine while protecting from UV rays which can cause hair to dull over time. Created by Jamal Hammadi .

Sunsilk Lively, Clean and Fresh Removes build up of excess scalp sebum-energizing in just Created by Dr Francesca Fusco. one wash.

18

Sunsilk Anti-Dandruff Solution Purifies the scalp to eliminate dandruff. Created by Dr Francesca Fusco.

Sunsilk Strong and Sleek Fortifies hair fibers. Created by Teddy Charles.

Sunsilk Straight Perfection Lines up hair fibers. Created by Teddy Charles.

19

3.2

TYPES OF CONSUMER PRODUCT

Sunsilk shampoo is convenience products. Convenience products is inexpensive items which are frequently and immediately purchased and which consumers do not make much comparison or much effort to buy. Consumers buy this products regularly, usually without much analysis and comparisons. They also make a little planning in the purchase of this products. Nevertheless, consumer are already familiar with this product and they are happy with this product.

For example, a young girl executive always buy the Sunsilk shampoo because this product are suitable for her hair than other shampoo and she are comfortable to use this products. Convenience product normally require wide distribution in order to sell sufficient quantities to meet profit goals. Thus, Sunsilk shampoo is available everywhere including Tesco, 99 supermarket, Mydin supermarket, Guardian and grocery shop. So, consumer are easily can get this product everywhere when their need.

3.3

PRODUCT ITEMS, PRODUCT LINE AND PRODUCT MIX

Product Items Product items is specific version of a product that can be designated as a distinct offering among on organizations products. Product items of Sunsilk shampoo are sunsilk damaged hair reconstruction, hair fall solution and straight perfection.

20

Product Lines Product lines is a group of closely related product items that function in a similar manner and are sold to the same customer groups. Products lines length refers to the number of items in a product line. Product lines for Sunsilk shampoo are shampoo, conditioner, leave on and cream treatment.

Product Mix Product mix is all the product lines and items that are seller offers for sale. It is describe in terms of width, length, depth, and consistency. Product mix length refers to the total number of items the company offers within its product lines. Besides that, product mix depth refers to the number of versions offered of each product in the line. Consistency of the product mix refers to how closely related the various product lines. Furthermore, product mix width refers to the number of different product lines the company offers to the market. Width of the product mix Depth of the product lines

21

Cream Treatment Damaged Hair Damaged Hair Damaged Hair Damaged Hair Reconstruction Reconstruction Reconstruction Reconstruction Silky Smooth and Silky Smooth Silky Smooth Silky Smooth Manageable and Manageable and Manageable and Manageable Hair Fall Solution Hair Fall Solution Stunning Black Shine Lively Clean and Fresh Anti-Dandruff Anti-Dandruff Anti-Dandruff Solution Solution Solution Strong and Sleek Strong and Sleek Straight Perfection Straight Straight Perfection Perfection

Shampoo

Conditioner

Leave On

22

4.0 SEGMENTATION A market is people or organization with needs or want and with the ability and the willingness to buy. A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. At one extreme, we can define every person and every organization in the world as a market segment because each is unique. At the other extreme, we can define the entire consumer market as one large market segment and the business market as another large segment. Market segmentation is meant by the process of dividing a market into meaningful, relatively similar, and identifiable segments or groups 4.1 TYPES OF SEGMENTATION Segmentation is dividing up a market into a distinctive group that has common needs and will respond similarly to a marketing action. (Belch & Belch 2007, pp.45)By segmenting the group or society, it would help the marketers to conduct the best and accurate promotional strategies to earn the market interest. The segmentation that we have been studying, divided by four, which are geographic, demographic, psychographic and behaviouristic segmentation. (Belch & Belch 2007, pp.49) o Demographic segmentation is dividing the market on the basis of demographic variables such as age, sex, family size, education, income and social class. (Belch & Belch 2007, pp.47) Sunsilk shampoo will be using gender and age as the basis for segmentation. Sunsilk Shampoo are targeting female, starting from 21 to 25 years old. o Geographic segmentation is dividing market into different geographic units, include nations, states, counties or even neighborhoods. (Belch & Belch 2007, pp.45) Sunsilk shampoos are targeting Indonesia which has 33 provinces from Sabang until Merauke, and Jakarta city will be the basis for the marketers to conduct the promotional strategies. Psychographic segmentation is dividing the market on the basis of personality and/or lifestyle. (Belch & Belch 2007, pp.49) the market which are expecting to appear beautiful will be the target for the marketers, which according to VALS model, they are strivers which can be explained as trendy and fun loving, money defines success, concerned about the opinion of others (Hanley 2007) type of people Behaviouristic segmentation is dividing consumers into groups according to their usage, loyalties or buying responses to a product. (Belch & Belch 2007, pp.45)

23

Shampoo as the low involvement product will focus more on the regular user, to achieve higher demand for the company profitability.

4.2

Strategies For Selecting Target Markets

Concentrated strategy is a strategy used to select one segment of amarket for targeting marketing efforts.This approach concentrates mainly on one segment,understanding their needs and wants for particular group or people. Sunsilk has focuses on woman in Generation X and Generation Y.This is because the two group of segmentation is need to take care of their hair and make their hair feel more healthy and strong. 4.3 Positioning Position is a the place a product, brand, or group of products occupies in consumers minds relative to competing offerings 4.3.1 Positive/Negative 4.3.2 Positioning Bases Positioning bases used by firms to position their products has 7.There are attribute,price and quality,use or application,product user,product class,competitor and emotion. Competitor This is another strategy to position products against its competitors.Sunsilk shampoo placed in a rack with many shampoo in the hypermarket or shop.Consumer will choose the best shampoo based on the uses and explanation of the products Attribute Attribute is product features or benefits associated with the product.Sunsilk CoCreations has 7 different types of shampoo for different problems of hair. For example,Sunsilk Damaged Hair Reconstruction penetrates and fills holes and cracks in each strand layer by layer. Created by Thomas Taw.

24

5.0 CHANNEL STRUCTURE Market channel is a set of interdependent organizations that ease the transfer of ownership as products move from producer to business user or consumer. 5.1 TYPE OF MARKETING CHANNEL

Sunsilks product used direct, retailer and wholesaler channel as their marketing channel. The company use a lot of distributors and retailers to supply its products in each market where the final customer might reasonably look for it. While appointing a distributor for a particular area, management use its own judgement to select such a person that has a potential to operate effectively.

5.2

LEVELS OF DISTRIBUTION INTENSITY

Sunsilk products has an intensive levels of distribution intensity that attempts to distribute products widely in nearly all locations in which that type of product is sold. This level of distribution is only feasible for relatively low priced products that appeal to very large target markets. Sunsilk product such is a classic example since it is available in a wide variety of locations including grocery stores, convenience stores and so on. With such a large number of locations, selling the product the cost of distribution is extremely high and must be offset with very high sales volume.

5.3

RETAILING

Retailing is all the activities directly related to the sale of goods and services to the ultimate consumer for personal, non-business use.

5.3.1 TYPES OF STORES Sunsilk shampoos and conditioners are easily available for everyone. People dont have to go to a salon or spa to enjoy the benefits of Sunsilk products. They can
25

find the Sunsilks colorful pastel squeezable tube bottles in supermarkets and department stores. One of the more established and bigger companies that sell the Sunsilk range is Mydin and Tesco. They are also available to almost beauty stores like Watson and Guardian. Having quite a significant presence in the market place today, Sunsilk is advertised regularly and is very visible indeed everywhere from television commercials to radio broadcasts to supermarket catalogues. Through it, people are able to know positive testimonial about the Sunsilk product and its varied capabilities for all types of hair.Thus the Sunsilk products are not only a good and beneficial product to use but can also be easily purchased.

5.3.2 NON STORE RETAILING Sunsilk products can also be found through non store retailing, online sales. For example, Sunsilk Thermashine Detangling Shine Spray and Sunsilk Anti Caida Extracto 7 Ounce Bottles are available at Amazon.com. There may be some advantages when buying online as it can sometimes be more convenient and cheaper. There may also be further discounts and perhaps even some other complimentary products given.

26

6.0 PROMOTION Promotion is meant by the communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response,

6.1

PROMOTION STRATEGIES

Public Relations The objective for the campaign is to introduce Sunsilk product to the public, so that people who does not know anything become know about this product, also give more information for the people that already know about Sunsilk, by the campaign, it can enlarge the market. Moreover, expectedly Sunsilk can be a market leader among the young adult after the great campaign so that the people would prefer to buy this brand.

Sales Promotion There are four concepts of major selling ideas but we only used one concept, which is using a unique selling proposition. Unique selling proposition is described influential in advertising.) The company used Sunsilk Black Magic as the slogan, because, black means symbol of beauty, elegant, gorgeous and shiny hair. Sunsilk can be like a magic that can make people hair become black and shiny. In addition, people will think that only Sunsilk that can make people hair become blacker and shinier.

27

6.2

ADVERTISING-MEDIA TYPES

Sunsilk began advertising in 1955 with a campaign that focus on specific hair issues.In the UK, the campaign focused on shiny hair. During the 1960s, a television commercial of Sunsilk featured a tune composed by John Barry, The girl with the sun in her hair, which proved so popular that it was subsequently released as a pop single.

Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called Hairy Tales. In the early 1970s, Sunsilk was advertised with the slogan All you need is Sunsilk. In 2003, Sunsilk launched the first hair only glossy magazine in Argentina aiming to communicate to the professional hair industry. More than 800,000 copies are published each month. The magazine focuses on hair, fashion and beauty issues as well as showcasing hairdressers work. It is sold locally on news stands and distributed to hair salons.

28

6.3

PUBLIC RELATIONS-MAJOR TOOLS

Product placement Sunsilk distribution objective is To reach as many towns and villages as we can. Sunsilk has a very effective distribution channel. Their products reach shoppers through a network of customers, from multinational retailers, wholesalers and distributors to small independent shops. Sunsilk is highly satisfied with its distribution channel. Sunsilk makes sure that their product reaches every consumer no matter where he lives. Their easy availability is the one most important factor for high demand of their products among consumers. As Sunsilk is a convenience product it has mass appeal so its distribution must be intensive, in this respect Sunsilk has chosen such a distribution network that guarantees the perfect results regarding the placement of its products.

Sponsorship Recently, Sunsilk sponsored a fashion show which is named as PFDC Sunsilk fashion week.

6.4

SALES PROMOTION-MAJOR TOOLS

Promotional mix consists of four parts that are advertising, personal selling, public relations and sales promotion. Sales promotion is one of the four aspect of promotional mix. Consumer sales promotion techniques consists of price deal, loyal reward program, cents-off deal, price-pack deal, coupons, loss leader, checkout dispensers, online interactive promotion game, rebates, contests/sweepstakes/games and point-of-sale displays.

29

Price deal: A temporary reduction in the price. Loyal reward program: Consumers collect points,miles or credits for purchases and redeem them for rewards. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the pacakage. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price. Example, Sunsilk shampoo 400ml bottles gives 33% more free. Coupons: Coupons have become a standard mechanism for sales promotions. Including: On-shelf couponing: Coupons are present at the shelf where the product is available. Online couponing: Coupons are available online. Consumers print then out and take them to the store. Mobile couponing: Coupons are available on mobile phones. Consumers show the offer on a mobile phone to a salesperson for redemption. Loss leader: The price of a popular product is temporarily reduced in order to stimulate other profitable sales. Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. Contest and sweeptakes: The consumer is automatically entered into the event by purchasing the product. Sampling: Sampling is a sales promotion technique designed to provide a consumer with an opportunity to use a brand on a trial basis with littla or no risk. Premiums: They are items offered free or at reduced price with the purchase of another item. The main advantage of premiums is that they offer not only that one product but also another product,which may influence the customer a lot to buy the product.

Trade discounts are payments to distribution channel members for performing some function.Trade sales promotion techniques consists of trade allowances,dealer loader,trade contest,point-of-purchase displays,training programs,and push money. Trade allowances: Short term incentive offered to induce a retailer to stock up on a product. Dealer loader: An incentive given to induce a retailer to purchase and displays a product. Trade contest: A contest to reward retailers that sell the most products.
30

Point-of-purchase displays: Extra sales tools given to boost sales. Training programs: Dealer employees are trained in selling the product. Push money: An extra commission paid to retail employees to push products. Also known as spiffs.

31

7.0 PRICING

32

8.0 CONCLUSION 8.1 ACHIEVING GROUP OBJECTIVE We would like to extend our deepest gratitude to all those who have directly and indirectly guided and help us in to prepare this report.We would like to thank Mrs Noridah for her passion and encouragement. For this report,we achieved the objective of this project.We knew about the Sunsilk product and its difficulties faced by them to expand their market.Besides,we also knew about the growth strategies used by Sunsilk.Lastly we also knew about the various promotional strategies of Sunsilk and the 4Ps of Sunsilk. 8.2 LIMITATION The limitation that we faced to make this project is we lack of information about Sunsilk and Unilever.But,thanks to lecturer,friends and family for keep supporting us to do this report.For solve this problem, we had a group discussion and find the information together.

8.3 LEARNING EXPERIENCE The preparation of this report is a sound example of teamwork. The experience is a valuable one because not only did the report increase our understanding and knowledge on the assigned topic, SUNSILK . It also taught us important lessons of how to incorporate out theoretical knowledge to enhance the understanding of practical implications. In addition, it also gave us a thorough opportunity to learn from others; despite conflicting ideas, the teams managed to join efforts and reach unanimous decisions at the end. It re-defined our skills of working with others to reach a final goal, and improved our communication as well as tolerance levels. However, this would not have been possible had we not been given the opportunity to present this report. Therefore, we would like to express the deepest appreciation to our course instructor, Mrs Noridah Abu Bakar, who has been a continuous source of guidance throughout the report and has always been there to answer our quarries. We also have learned about the fundamentals of marketing in Sunsilk and Unilever company.This project helped us to be more understand about the subject MKT 243.

33

9.0 REFERENCES 9.1 INTERNET http://www.unilever.com.my/ http://www.sunsilk.com.my http://www.wikepidea.com www.millwardbrown.com www.google.com www.wikipedia.com www.ac.com Unilever financial statement www.scribd.com www.slideshare.net www.tractionplatform.com

9.2 BOOKS Belch & belch 2007 Fundamentals of Marketing (text book) Pamplet Sunsilk

9.3 PEOPLE Mrs Noridah Abu Bakar

34

10.0 APPENDIX 10.1 PICTURE

WWW.UNILEVER.COM

WEBSITE OF SUNSILK (GANG OF GIRLS)

35

ANNUAL REPORT 2010 (UNILEVER)

ADVERTISMENT
36

ADVERTISMENT

37

WEBSITE GANG OF GIRLS

ADVERTISMENT (TV COMMERCIAL)

38