Marketing Management at International Level: Sunsilk Shampoo Report

This report provides a comprehensive analysis of the marketing management of Sunsilk shampoo at an international level. It begins with an introduction to the product and its market, followed by a review of the supermarket industry, particularly focusing on Woolworths in Australia. The report then delves into market segmentation, including demographic, geographic, psychographic, and behavioral segmentation. Customer analysis is explored through the CBBE model, and the marketing mix elements – product, price, promotion, and place – are examined in detail. A competitive environment and market analysis section identifies key competitors like Pantene and Head & Shoulders, along with strategic objectives and communication objectives. The report concludes with recommendations and conclusions based on the findings, offering insights into how Sunsilk can strengthen its market position and attract more customers. The report also discusses the health and beauty sector and Sunsilk's performance, highlighting its global presence and market share.

Running Head: MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 0

MARKETING MANAGEMENT AT
INTERNATIONAL LEVEL
MARKETING MANAGEMENT AT INTERNATIONAL LEVEL 1
Table of Contents
Introduction................................................................................................................................2
Supermarket review...................................................................................................................2
Health and beauty sector............................................................................................................3
Sunsilk review............................................................................................................................3
Segmentation..............................................................................................................................3
Demographic..........................................................................................................................3
Age and life cycle...............................................................................................................3
Income................................................................................................................................3
Geographic segmentation.......................................................................................................4
Psychographic segmentation..................................................................................................4
Behavior segmentation...........................................................................................................4
Customer analysis......................................................................................................................4
Marketing mix............................................................................................................................4
Product....................................................................................................................................5
Black shine and damage repair...........................................................................................5
Price........................................................................................................................................5
Promotion...............................................................................................................................5
Place.......................................................................................................................................5
The competitive environment and market analysis....................................................................5
The main competitor of Sunsilk.................................................................................................6
Pantene...................................................................................................................................6
Head & shoulders...................................................................................................................6
Definition of strategic objective.............................................................................................6
Increasing the total market..................................................................................................6
New customers....................................................................................................................6

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More usages........................................................................................................................6
Communication objectives.........................................................................................................7
Recommendation and conclusions.............................................................................................7
References..................................................................................................................................8

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Introduction
This paper discusses the brand Shampoo by maintaining continue positive approaches about
the product. The objective of the research is to identify and attain a large number of loyal
customers and inform about the presence of the product so that people can buy the product.
This organization promotes its brand through Australia supermarket like Woolworths and so
on (Belch & Belch, 2017). Organization target the customers among the age of twenty and
twenty-five and girls that required an actualization and recognition of the society. For
promoting the brand organization uses magazines that are a highly specialized medium that
reach the interests of targeted audiences and allows to communicate and appeal to purchase
more.
Supermarket review
As per the IBIS world’s supermarket stores industry explosion, ‘Checkout update Q1 2018
the $102 billion business is estimated to mature by 2.2% in 2017-2018. This has increased
due to the rise in demand for superior food products like organic vegetables and fruit. This
followed a decline in 0.6 percent real expressions in 2016 price regularly defines the industry
(Hesley & Sulek, 2019). Key players of the mar-2017 due to a heavy discount by main chains
of a supermarket. The regular competition of Woolworths, Coles, Aldi, and Metcash has a
respective market share of 37.2 percent, 30.3 percent, 9.2 percent, and 7.4 percent in 2017-
2018.
Woolworths sells products like vegetables, meat, packaged foods, and so on. This was
founded in 1924 (Herman, et al., 2011). This is owned by Woolworth group. This
organization has the main office in Bella Vista, New south wales, Australia. Woolworths has
started to more focus on the Australian food division as decrease the prices to compete by
Coles and Aldi as the average price of organization decline by the 2.1 percent in 2016-2017.
It had followed the trend at the start of 2017-2018 by declining price with 2.4 percent in Q1
in 2017-2018. This organization is investing at a high level in customer amenity and
improving old stores to increase response. The resurgence of Woolworth’s supermarket
business as an organization gained a share of the market for the first phase in 2016-2017. The
expected trend of organization in 2017-2018 is regularly projected to 37.2 percent of the
industry by the 201-2018 end.
Woolworths has a high market share as holds a good location of supermarkets to distribute a
large number of products (Kpan, 2012). Woolworth is regularly increasing online channel of

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sales by increasing its click and collect alternatives and investing in customer data analytics.
Current performance of the organization is to continue growth in sales. This has noted the
highest progression in sales in years by lifted 12.5 percent in full-year revenue to $1.72
billion. The comparable growth of sales was 4.3 percent and revenue of organization was up
3.5 percent to $57.19 billion. This was ahead of the main competitors like Coles that reported
annual growth of sales 2.1 percent compared to 1.1 percent. It has rewarded its shareholders
by a 22.6 percent in dividends to 103 percent shares comprising a 10 percent special
dividend.
Health and beauty sector
Sale in the personal and beauty care market amount to US$5757m in 2019. The expectation
of growth of the market is annually by 2.8 percent. This is the largest market segment by a
volume of the market of US$2437 million in 2019. Per person revenues of US$228.44 are
generated in 2019. Australia is known as the forefront of beauty development and beauty.
There are many reasons that Australia is market leaders in cosmetics and skincare. These
products are formulated and created our lifestyle in mind and tailored to specific needs. One
of the important market player L’Oreal Australia sale has risen by 4.4 percent. This has a
market share of more than 25 percent (Rodie, 2016).
Sunsilk review
This product was launched in 1954 in the UK. This product is available in 60 nations
globally. This is a hair care brand that is produced by a group of Unilever. This organization
is known as a number one hair care brand in the Philippines, Malaysia, Argentina, Brazil,
Pakistan, Thailand, and so on. The structure of the organization is focusing on work
specialization. This support organization in many ways like help in the division of labor by
effective use of labor by employee skills than traditional ways. This main focus of the
organization is to satisfy a large number of customers. Unilever is ruling the global market by
the share of more than 70 percent (Holder, 2014).
Segmentation
The market of Sunsilk consists of customers that prefer the use of a product for smooth hair
and long shiny. Unilever reflects Sunsilk shampoo as a personal care product. The segment of
Unilever is the most important part of a market plan (Martin, 2011). This organization
segment product based on demographic, geographic, and psychographic segmentation.

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Demographic
This is the most popular bases for segmenting groups of customer. This consists of age and
revenue segmentation.
Life cycle and age
Customer needs change by age, it is a feminine product. There is a specific age group is using
Sunsilk as there is no age limitation.
Income
This has long been cast-off in particular care products. This product market its product in
different bottle size, sachet at the many levels that customer can afford it.
Geographic segmentation
The geographic segmentation of Sunsilk is determined by the number of distribution among
many nations. This organization distributes a product in more than 150 nations. This product
has a high-quality range of product for the customer segments as most of them live in the
urban areas. The organization has implemented many strategies to capture the greater share of
the market. The untapped market that accounts for more than 20 percent for the shampoo sold
in the nation. The awareness in a rural area is at a high level as more than 80 percent of sales
are considerably low.
Psychographic segmentation
In the section of psychological segmentation Uniliver segments product to the social class as
this brand target middle, higher, and lower-class people.
Behavior segmentation
This segmentation of Sunsilk shampoo is based on the variables like as usage rates, prices
sensitivity, patterns, benefits sought, and brand loyalty.
Customer analysis
This organization holds different product types that consist Sunsilk hair fall resolution
shampoo, and smooth shampoo, Sunsilk Lusciously thick & long shampoo, Sunsilk damaged
hair resolution, Sunsilk stunning black shine, and Sunsilk anti-dandruff solution. The demand
for black shine shampoo is more than the demand for other categories. Following is the pool
of buyer's preferences.

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Source: (Richmond, 2018)
CBBE model
This model is also recognized as Keller's brand equity model. This is stands for customer-
based brand equity. This support the organization about the recognition of a brand and by
producing many effective strategies organization is capable enough to introduce the market
more effective product. Meaning of brand helps the organization to know about the product
that the organization calculated by the brand performance that includes the product feature
and reliability. Brand imagery that is enough to pull the large market customers. The response
of customers towards products generates an expectation for customers to purchase a product.
The organization reaches expectations of customers as they are very happy and provide
satisfaction to customers. Brand of respond is the epitome of brand resonance in the CBBE
model. Customers are connected by the brand as they like to find another user using a similar
brand.
Marketing mix
This is an effective set to control tactical promoting tools of the organization product, place,
price, and promotion (Vaughn, 2018). This considered everything that influences the demand
for the product.
Product
This organization delivers many types of product that are as flows:
Black shine and damage repair
This is enriched by Amla stimulant for black hair that lacks luster. This product nourishes
from deep inside to expose blacker, shinier, silkier hair. Damage repair shampoo enriched by
olive oil energizer that repair hair that looks nourished and healthy (Bhasin, 2019).

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Price
Unilever claims to exercise value-based pricing in which a customer's insight into the product
delivers a starting point to develop the product marketing mix. The main significance of this
value-based valuing is that the demand for the product will be greater if the value is in line by
the perception of the customer of its value (Symonds, 2017).
Promotion
The organization has general objectives to establish the general objectives to upsurge the
usage, conditioning welfares, easy to manage, and so on. Promotion strategy of organization
include frees sample distribution, billboard, sponsorships, media platform used print media to
promote a product (Peter, 2015).
Place
This organization uses many channels, assortment, coverage, location, and transportation
system to make the availability of product to target more customers. These are one of the
biggest organization that reached the rural zones and occupied a place in the customer's mind.
This can be supposed that it conquers the largest space of the market among other
organizations. The channel of distribution of Sunsilk delivers the conservative route of
marketing. In Australia supermarket store Sunsilk first presented the pouches and reached the
biggest market share.
The competitive environment and market analysis
Competitive market and environment include two types of competitors like direct and indirect
opponents. Direct opponents are those that are competing in terms of the category of product
these consists of pentene, clean and clear, Head and shoulder, and so on. The direct
competition has a part of more than seventy-five percent in overall competitive environments.
Indirect opponents are the person that share a lesser number of rivalry. These are product
substitute that consists of non-branded shampoos, and share an indirect rivalry in the market
by more than twenty-five percent (Smith & Gayle, 2019).
The main competitor of Sunsilk
Pantene
This is a creation of Proctor and Gamble Pakistan Ltd. This is known as the main competitor
of Sunsilk. A survey has found that retail stores sales of Pantene are more than 75 percent of
Sunsilk. This organization faces more competition from the Pantene in Urban areas (Roy &
Root, 2011).

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Head & shoulders
Head & shoulders are known as a P&G product. This product is a Bio Amla in rural areas.
Sunsilk faces competition from Head & shoulder as product capture a large number of a
product due to a great number of advertisements. In rural areas, Bio Amla is competing by
less expensive but Bio Amla feature is extreme away from Sunsilk.
Definition of the strategic objective
The Sunsilk targets to fill the requirements of its target market by proposing a high-quality
assessment of the concept regarding acceptability, reliability and perceived profits that prefer
a healthy optimal shampoo substitute to the targeted customer. The subject of the product is
anchored about the motto.
Increasing the total market
This is a very sensitive product to increase the market share of a brand (Banz, 2011). This is
very challenging for the organization to increase its total market share. This organization
wishes to increase its market share for new customers.
New customers
Sunsilk is annoying to attract purchaser that are uninformed about a product that is resisting
due to lack of such structures. This organization uses a market penetration tactic. New market
segment tactic and geographical expansion tactic for finding new customers. The
organization has a very attractive promotion and propositional actions that perform a dynamic
role in this scenario.
More usages
Recently this organization has increased the amount, level and consumption frequency. This
has also improved the packaging and redesigns of the product. It deals larger packages sizes
and built the availability of the product more. This emphasizes more on a program of
marketing that informs the customer about the product and improves the product that also
spurs new procedures.
Communication objectives
Goals of advertising for a measured promoting result is a significant approach to setting
purposes. Many marketing planners use this kind of approach to set objectives and assess the
efficiency of promotional campaigns. For this organization generate positive feelings about
the brand with sixty percent and preference among forty percent of the target audience. The

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organization works to increase the packaging to build the image in society. The organization
has highly focused on public relations and publicity that considered as an approach to
increase the image and attract curiosity towards society. Advertising is distinct as a paid
system of a non-personal message by effectively support the mission to mark the young adult.
Many magazines like Cosmo, Go Girls used to attract the target market (Lakonishok &
Shapiro, 2016).
Recommendation and conclusions
The organization has faced the challenges that there lesser number of people know this brand.
The organization can prefer many strategies. The objective of integrated marketing
communication by Uniliver organization planned to accomplish them would result in the best
to grab the attention, feel and Sunsilk image product to accurate target that consists of a
young adult. The innovating thing of the organization is to invite the society that experiences
the brand by wash up their hair. The organization can use the public relation operation,
selecting the right broadcasting like internet, magazines. This can be another way to indorse
the brand towards society as a market leader in the beauty shampoo. Advertisement executed
by the informational and sensitive appeal can influence strives to obtain product and relate by
positioning. The organization should consider the factor of distribution of the product that is
promoting on the time. The organization can achieve more market attention or gain more
social support as act as a team by the green peace society, bike to work to protect the
environment. This can work together by the lux and lifebuoy soap to mien the personal care
crusade under the Unilever flag. The organization success depends on promotion that focused
on the customer's interest. This is necessary to increase the entrepreneurs, marketers, and
owners that have strategies performance for the success of the organization.

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References
Banz, R., 2011. Market Value. Journal of Financial Economies, 09(01), pp. 03-18.
Belch, F. & Belch, M., 2017. Advertising and Promotions. 7 ed. New York: Mc Graw Hill.
Bhasin, H., 2019. Marketing Mix. [Online]
Available at: https://www.marketing91.com/marketing-mix-of-sunsilk/
[Accessed 22 09 2019].
Herman, A. X., Monroe, B. & Huber, F., 2011. The Price Influence. Journal of Product and
Brand Management, 16(01), pp. 49-58.
Hesley, R. L. & Sulek, J., 2019. Customer Satisfaction. Journal of Business Ethics, 17(02),
pp. 152-173.
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Available at: <http://www.kapanlagi.com/g/siti_nurhaliza_di_acara_pantene.html>
[Accessed 22 09 2019].
Kpan, L., 2012. Profile of the Organization. Journal of Business Management, 74(05), pp.
26-63.
Lakonishok, J. & Shapiro, C., 2016. Total Risk and Size of Market. Journal of Banking and
Finance, 10(01), pp. 115-132.
Martin, A. R., 2011. Competing in the Service Sectors. International Journal of Business
Ethics, 07(01), pp. 05-21.
Peter, M., 2015. Mbaskool. [Online]
Available at: https://www.mbaskool.com/marketing-mix/products/17253-sunsilk.html
[Accessed 22 09 2019].
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_com=content&_view=article/topic&_alias=1100
[Accessed 24 09 2019].
Rodie, A. R., 2016. Unilever. [Online]
Available at: <http://www.unilever.co.id/id/produkkami/personalcare/sunsilk.asp>
[Accessed 22 09 2019].

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Roy, J. & Root, J., 2011. Owler. [Online]
Available at: https://www.owler.com/company/sunsilk2
[Accessed 22 09 2019].
Smith, S. & Gayle, A., 2019. Unilever.pk. [Online]
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[Accessed 22 09 2019].
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