Pitching Strategies for Competitive Advantage

This presentation discusses the steps and strategies for attaining competitive advantage through effective pitching. It includes a case study of Unilever's Sun-silk product, highlighting the development of competitive strategy, implementation of business strategies, target customers, and benefits to both customers and the company. The presentation also covers the quality of the product and concludes with references for further reading.

Develop a Pitch that will
achieve a suitable
competitive estate for an
organization

Table of Content
 Introduction
 Description of product
 Steps in attainment of competitive advantage
 Development of competitive strategy for pitching
 Implementation of business strategies
 Advantage
 Target customers
 Conclusion
 References

Introduction
Every organisation wants to adopt effective strategies which
helps to attain success in market. Implementation of
effective strategies and policies helps to attain competitive
advantage, large market share, improved profitability,
better customer satisfaction and high brand image. Sun-silk
is the product of Unilever Plc which covers under the
heading of personal care.

Description of product
Sun-silk is personal care product which is prepared by
Unilever group. This brand was established in 1954 in
UK which is available in large number of countries. This
product is sold under diversified name in market of
different countries. It is observed that this brand has
strongest performance in Asia, Latin America and middle
East.

Steps in attainment of competitive
advantage
Unilever Plc is British transnational consumer good
company which is headquartered in London, UK. The
major areas under which this company provides their
products are food, beverages, cleaning agents and
personal care products.

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Accurate identification and evaluation of target market,
relative competition, recognition of potential
opportunities which are available in future helps to
improve the selling of their existing products and
services.

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There are some other steps which are taken by the
management of Unilever Plc regarding attainment of
competitive edge in market is mentioned below:
Establishment of brand loyalty: It is effective strategy
which helps to retain their position in market.

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Patent of product: It is effective approach which helps the
organisation to save their product, technologies and
methods from copying by outsiders. This provides the
opportunity to attain the situation of monopoly in market
due to having unique technologies, methods and features
in product.

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Build long term contracts: It is effective step which is
need to implement carefully, otherwise it will provides
negative impacts upon the ability of organisation to
achieve their targets. This will includes the step of
making long term relationship with their customers which
restricts them to switch to their competitors.

Development of competitive strategy for
pitching
To improve the sale of their products management of
Unilever Plc need to develop effective competitive
strategy which helps to attain competitiveness. The
different steps which are included in development of
strategy are creation of brand loyalty, innovation,
networking and partnerships.

Implementation of business strategies
To improve their market positioning and gain competitive
advantage management of Unilever Plc decided
implement some business strategies. The two business
strategies which are selected to adopt are porters five
forces and porter generic.

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Application of both the strategies are define below:
Porters Five forces
The main aim of this theory is to understand about
competitive forces to maximise their profitability and
capture large market share.

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Supplier power: This
includes the
determination of the
power of supplier
regarding increase the
prices of product.

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Buyer power: This is important force because the whole
business activities is depends upon their satisfaction and
different demands in market. Unilever Plc needs to
identifies the power of buyer to drive the prices of their
products down.

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Threat of new entry: The open market is largely impact the
ability of organisation to retain their position in market
and improve their profitability. Unilever Plc identifies
that there is no restriction upon the entry of new
organisation in their industry.

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Porter's Generic competitive strategies
It is another effective strategy which is adopted by the
management of Unilever Plc. This theory is used by the
organisation to ascertain their position in industry on the
basis of profitability is above or below the average.

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Impact of both these strategies on Unilever Plc is defined
below:
- Cost focus: This includes about the approach of having
cost advantage in their target segment.
- Differentiation focus: This includes about having the
differentiation in their target market segment.

Target customers
The target market for Sunsilk Shampoo is women of young
aged who always likes to make up their hair hair stylist.
Mainly, this is for the ladies who are dynamic, active but
are still conscious about their hair and require their hairs
to be beautiful. This shampoo is designed to keep the hair
beautiful and healthy.

Benefits to customer and company
Following are the main benefits of sun silk shampoo for
customers:
 It help them in make their hairs beautiful and healthy.
 It help in make the hair smooth and soft and is
especially designed for dry hair.

cost of producing cost
Cost of producing Sunsilk shampoo involve in following:
 Raw materials
 Water
 Detergents
 Foam boosters
 Thickeners

Sales Forecast
2017 $
million
2018$millio
n
2019$millio
n
Sun-Silk Shampoo Sales 150 200 350
Sun-silk hair spray Sales 200 250 500
GROSS SALES 350 450 850
Cost of Sales
Sun-Silk Shampoo 50 55 70
Sun-silk hair spray 65 78 80
TOTAL COST OF SALES 115 133 150
GROSS PROFIT 235 317 700

Quality
Quality is Sunsilk shampoo is very good and this is one of
the main reason this Shampoo is sell in about 70 countries
and is very popular in that. Shampoo help women in get
solution of their hair problems.

Conclusion
It has been concluded from the above report that, it is
the duty of the management of organisation to
implement different strategies which helps in
development of the performance of organisation and
in result helps in attainment of competitive
advantage.

References
Parker, J. and Bryan, P., 2017. Landscape management and
maintenance: a guide to its costing and organization.
Taylor & Francis.Parker, J. and Bryan, P., 2017.
Landscape management and maintenance: a guide to its
costing and organization. Taylor & Francis.
Faff, R., 2016. The'Pitching Research'Concept: 2015, a Year
in Review.