RESEARCH PROJECT REPORT

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A Winter Training Project Report on

MARKETING SRTAEGY OF

COCA-COLASubmitted in partial fulfillment of award of

MASTERS OF BUSINESS ADMINISTRATION

DEGREE

BY

SHAHNAZ HUSSAINMB2013009INVERTIS

UNVERSITY BAREILLYDEPARTMENT OF HUMAN RESOURCE MANAGEMENT

&

MARKETING MANAGEMENT

INVERTIS UNIVERSITY

BAREILLY

ACKNOWLEDGEMENT

I am thankful to all those kind hearted efforts can be clearly seen in this project.

I owe special depth of gratitude to our teacher who has continued to be a great source of encouragement to me in preparing this project. I am very grateful to their fruitful guidance and blessings.

I also thank my parents who gave me guidance, financial support in making the project.This project would not be possible without the co-operation of our teacher and parents.

Shahnaz HussainMBA 4th A

Invertis UniversityCERTIFICATE

This is to certify that Ms. Shahnaz Hussain has carried out the project work entitled MARKERING STRATEGY OF COCA COLAin partial fulfillment of post graduate degree of MASTERS OF BUSINESS ADMINISTRATION under my supervision.SIGN.OF HEAD OF DEPT. SIGN.OF GUIDE

Dr. Shaileshwar Ghosh Dr. Manish GuptaSTUDENT DECLARATION

I hereby declare that study of Marketing strategy of Sunsilk. has been exclusively done by me for the degree of MASTERS OF BUSINESS ADMINISTRATION and not for any other degree, Diploma or fellowship. This is my own study done under the guidance of guide and Faculty members of my college.

I hereby declare that the contents of this report are true and best to my knowledge.

( Shahnaz Hussain)SUBJECT: - COLLECTION OF DATA

Dear sir/maam,

I am working on __________________________________________________________ study leading to fulfillment of degree of b.com (h). To make my study authentic based on practical wisdom. I need your co-operation. I am enclosing a quest to seek your matured opinion on certain important issues . I may assure that information so supplied will remain confidential. The help so availed will be duly acknowledged and appreciated and will strictly be used for academic purpose only.

Thanking you for your time

Faithfully Yours

Shahnaz Hussain MBA 4th ASummrySunsilk

Parent CompanyHUL (Unilever)

CategoryPersonal Care Hair Care

SectorFMCG

Tagline/ SloganFor Expert Touched Hair; Life Cant Wait; All you need is Sunsilk

USPPopular hair care brand having product for all types of hair

STP

SegmentPersonal Hair Care Shampoo available in multiple variants

Target GroupGirls in the age group of 20s

PositioningThe Sunsilk hair care range provides a complete hair care solution and functions as a 3-step combination of cleansing, nourishing and manageability

SWOT Analysis

Strength 1. Launched in 1964, with a presence of over 80 countries2. Available in various variants to suite every type of hair need (Anti Dandruff, Hair Fall etc)3. Number 1 in Asia, Latin America and the Middle East, with sales of more than 1 billiona year4. 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.5. Madonna, Shakira, Marilyn Monroe, Priyanka Chopra etc are brand ambassadors lead to excellent branding and advertising

Weakness1. Poor penetration in semi urban and rural market2. Target market limited to just teens and 20s age group3.Competition intense in the hair care segment

Opportunity1. Improve their community for Indian girls which is sunsilkgangofgirls.com2. Sunsilk Co-Creations Partnering with 7 of the worlds best hair experts for new and improved products

Threats1. Multiple competitors with similar offerings and lower price range2. Not prevalent in the rural markets3. Competition from in-house brands like Clear, Clinic Plus

Competition

Competitors1. Garnier Fructis2. Head and Shoulders3. Pantene

Introduction

Have you gone to the supermarket lately and checked out the shampoo aisle? You probably will notice a whole new line ofSunsilkshampoo products. This is their Co-Creations line.

Why "Co-Creations"? Well,Sunsilkhas partnered with some of the best international hair experts to come up with a rangeof shampooproducts that address just about every type of hair concern consumers have. These experts have done the tresses of top models and celebrities in different fields and by partnering withSunsilk, they bring their expertise and knowledge of hair into each of the products in this Co-Creations line.

Our hair can no longer be handled by just one typeof shampooand conditioner. Situations change. Sometimes, we have hair that is limp and dry due tosun exposure. Other times, we suffer from dandruff. Still other times, hair could become damaged due to color treatments or other hair chemicals applied. In each instance, hair needs a different treatment to squarely address the concern at hand. This is whySunsilkhas this whole range of products, each one with a formulation targeted at a particular need.

Sunsilksent me their Co-Creations line (plusthe completeCreamsilk conditioner line to match as well) to try over the next few months.My kids and I just finished ourold bottlesof shampoolast night so we are excited to see how thisSunsilkline will work for us.

To help you out with your choiceof shampoonext time you'reat the supermarket, let me walk you through a short guide.

Please note that the shampoo descriptions, representations as to what it can do for the hair, as well as contents of its formulation were lifted from Sunsilk's press kit.

Damage RepairToo much styling, too many different products and intense heat from frequent blowdrying can lead to damaged hair.Sunsilkteamed up with Bobsoho Salon of London, founded by Thomas Taw, famous forresuscitatingdamaged hair, to co-create this formulation to give back extreme smoothness andhealthto damaged hair.This particular shampoo has Olive Serum Nutri Complex that gently cleanses and gives care to the most damaged hair, while reconstructing beneath the hair surface and filling damaged cracks deep inside layer by layer, strand by strand.

Hairfall SolutionI use this currently to prevent hairfall since I have long hair. I am happy with how it somehow minimizes breakage and amount of hairfall.Sunsilkteamed up with Dr. Francesca Fusco from NYC, world-class dermatologist and expert at understanding skin and scalp care, to co-create this formulation for visibly less hair fall.Enriched with Soya Vitamin Complex, it gently cleanses weakened, easily-broken hair, while reinforcing hair from roots to tips.

Strong and LongSunsilkteamed up with Paris-born Teddy Charles, creator of some of the worlds latest runway and premier fashion magazine looks, to co-create this formulation for strong (against breakage and split ends due to combing) and smoother hair.Enriched with Active Fruitamin Complex, it gently cleanses and refreshes hair, while penetrating it and fortifying hair fibers so it becomes up to 10x stronger and 3x smoother with boosted shine.

Soft and SmoothSunsilkteamed up once again with Bobsoho Salon, founded by Thomas Taw, famous forresuscitatingdry hair, to co-create this formulation to make hair silky soft to the touch.Enriched with Ceramide Macadamia Complex, it gently cleanses and conditions even the driest and roughest hair, while acting as a softening agent to rebalancehair condition.

Smooth and ManageableSunsilkteamed up with Yuko Yamashita from Japan, creator of YUKOHair Straightening, turning hair from unruly to manageable, to co-create this formulation for extraordinarily smoother hair.Enriched with Keratin Yogurt Nutri-Complex, it gently cleanses and coats hair strands to smoothen fluffy hair.

Anti-DandruffSunsilkteamed up with Dr. Francesca Fusco from NYC, world-class dermatologist and expert at understanding skin and scalp care, to co-create this formulation for a dandruff-free scalp andbeautifulhair.Enriched with ZPT Citrus Complex, it thoroughly cleanses and refreshes while purifying your scalp to start eliminatig dandruff from the first wash and protect the hairs natural condition from dryness.

Straight and Sway

Sunsilkteamed up with Paris-born Teddy Charles, creator of the worlds latest runway and premier fashion magazine looks, to co-create this formulation for straighter hair full of natural movement.Enriched with Amino Collagen Complex, it cleanses your straight hair and gently relaxes your hair bonds, providing softness and suppleness to give it natural movement

Project Objective

1To know about the SUNSILK.

2: To know about the difficulties faced by the SUNSILK.

3: To know about the growth strategies used by SUNSILK.

4. To about the various promotional strategies ofSUNSILK.

5: To know about the 4 Ps of Sun silkCo profile

SUNSILK,one of the worlds largest hair care brands which has pioneered products for specific hair types for more than half a century, for the first time in hair care history has collaborated with seven of the worlds hair experts to co-create specialized formulations for all hair types, called Sunsilk Co-Creations.

Sunsilk Co-Creations with eight new variants was launched today in Jakarta, featuringThomas Taw ,Co-Creator Sunsilk Damage Hair Treatment and Sunsilk Soft & Smooth; Julie Estelle, Brand Ambassador Sunsilk,andChris Oey, Senior Brand Manager Sunsilk. With Sunsilk Soft & Smooth, Sunsilk Damaged Hair Treatment, Sunsilk Black Shine, Sunsilk Hair Fall Solution, Sunsilk Anti-Dandruff, Sunsilk Clean & Fresh, Sunsilk Straight & Sleek, Sunsilk Bouncy Curls, Indonesian women can now feel the touch of the worlds hair experts at home.

Hailing from fashion hubs all around the world New York, London, Paris, Tokyo and Los Angeles the hand-picked hair experts were selected based on an extensive search that lasted for almost a year. Chris Oey, Senior Brand Manager Sunsilk said, These experts were chosen because of their excellent reputation and special capabilities, such as repairing the damaged hair of catwalk models, straightening hair, curling hair, working with Hollywood A-List celebrity clients and running elite beauty salons and clinics. They teamed up closely with Sunsilks technical teams to co-create world-class formulations for specific hair types.

The experts co-created the formulations by giving directions based on their knowledge and speciality to collaborate with Unilever product development team in Liverpool.

Thomas Taw shared his experiences in creating Sunsilk Co-Creations, The right products and treatments to beautify hair should be accessible by everybody, not limited to certain people. The products that I co-created with Sunsilk, was created to give incredible softness and make hair beautiful and healthy. Ceramide Macadamia Complex for Sunsilk Soft & Smooth and Olive Serum Nutri Complex for Sunsilk Damaged Hair Treatment will increase the hair texture by giving fullness to dry or damaged hair.

For Thomas Taw, being one of Sunsilk co-creators is an exciting experience because he is able to help every woman look her best with beautiful and healthy hair. I am dedicating my spirit and energy to make hair look beautiful. For me, Co-Creations with Sunsilk are the extension of my dream and goal to create healthy hair for women, explained Thomas.

When he visited Jakarta, theCo-CreatorforSunsilk Black Shine, Jamal Hammed also expressed his excitement that Sunsilk Co-Creations could bring shine to healthy black hair of many woman. According to Jamal, beautiful shiny hair comes from inside the hair, so every piece of hair needs to be healthy from the inside for it to shine maximally. To get healthy hair, the right daily treatments can be obtained with the Sunsilk Co-Creations variants.

Everyone deserves beautiful hair. By combining the expertise in each bottle, Sunsilk Co-Creations make it possible for Indonesian women with different hair types to enjoy high-quality products that previously could only be enjoyed in exclusive salons, explained Chris Oey.

Julie Estelle, Brand Ambassador Sunsilk, said, I am happy and proud to be chosen as the Sunsilk Brand Ambassador. As an Indonesian woman working with tight schedules and lots of activities, I have always wanted to have beautiful and healthy hair, therefore I am using Sunsilk Co-Creations. With Sunsilk Co-Creations, Indonesian woman can feel the touch of the worlds hair experts at home.

Sunsilk Co-Creations variants are available in Indonesia starting 1 June 2010.

SWOT analyses

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo[1]. Sunsilk is Unilevers leading hair care brand, and ranks as one of the Anglo-Dutch 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 India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.

Strengths

* International Company* Asset leverage* Online growth* Loyal customers* Strong management team* Supply chain* Pricing* Unique products

Weaknesses

* Bad communication* Diseconomies to scale* Weak management team

Opportunities

* Acquisitions* Emerging markets and expansion abroad* Innovation* Online

Threats

* Cheaper technology* External changes (government, politics, taxes, etc)* Lower cost competitors or importsHistory

Sunsilk was launched in theUKin 1954, and by 1959 it was available in 18 different 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. Sunsilk cream shampoo for dry hair was launched in 1956.

In 1958, a new transparentpolythenetube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk was also available in such tubes.

In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredientAllantoin designed to help keep the scalp free from infection.

In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because Liquid in the name, originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form.

In 1962, Sunsilk was marketed as a range of shampoos for different hair types.Sunsilk significantly improved product formula and launched new variants in 1966: the first major shampoo to containolive oil, which acted as conditioner to make hair soft and manageable; shampoo for dull hair, which restored hairs natural shine; lemon shampoo for greasy hair with deep cleansing ingredients.

Sunsilkhair spraywas first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was developed which gave hold, even in damp weather whilst still caring for hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out.

In 1969, all Sunsilk shampoo was re-packaged in newPVCbottles, which were larger than traditional glass bottles for the same price.

Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In 1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle was introduced for Sunsilk in 1974.

In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every week.

In 1980, the whole Sunsilk range was re-launched, with improved formulations andpackaging designto bring the brand into the 1980s.

In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed.

In 2001, Sunsilk moved into the hair colorant market for Asian-type dark hair, offering a range of sevenpermanent coloursfrom natural black to copper with purple, red and gold tints.

In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to meet womens hair needs and reflect the way women think about their hair. The fake institute (a trademark by Sedal[2]) "Elida Hair Institute" developed the products in response to market research. Each product contained a unique formulation of ingredients, combining the best from natural and scientific worlds to help combat common hair problems.

Milestones 1954 Sunsilk first launched in the UK.

1955 First advertisement of Sunsilk appeared on TV.

1964 Launch of Sunsilk hair spray.

1968 Sunsilk shampoo re-packaged in PVC bottles.

1971 Launch of Sunsilk conditioner.

1975 Sunsilk became the biggest name in hair care.

2003 Sunsilk glossy magazine launched in Argentina.

2008 Social networking site Gang of Girls was introduced in India.

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

Sunsilkradiocommercials were aired in 1969 featuringDerek Nimmoto 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.

Celebrity associationsMadonna,ShakiraandMarilyn Monroeall featured in Sunsilk's 2008 advertising campaign Life Cant Wait[3]which launched with aSuper Bowl XLIIspot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives Hair On = Life On.

Actress and ModelHumaima Malickis the brand ambassador for Sunsilk inPakistan.

Actress and former Miss WorldPriyanka Choprais the brand ambassador for Sunsilk inIndia.[4]In 2009, singerDelta Goodremwas announced as the "face of Sunsilk" inAustralia. The singer and her music have since featured in several Sunsilk adverts.[5]In 2007, British girlbandGirls Aloudlaunched a campaign for Sunsilk after securing a sponsorship deal worth over 1,000,000.[6]MembersNicola Roberts,Nadine Coyle,Cheryl Cole,Kimberly WalshandSarah Hardingall represented the brand, which included shooting a television commercial. Sunsilk also sponsored their following tour.

MagazineIn 2003, Sunsilk (Sedal) launched the first hair only glossy magazine inArgentinaaiming 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.

Gang of GirlsIn 2008, SunsilkIndialaunched asocial networking sitecalled Gang of Girls,[7]which offered its users access to a variety of local and global experts to address various hair care needs through its content, blogs and live chat room. The site includes rich content of hair care and fashion, and users can also take part in interactive games and quizzes. In 2011, Sunsilk was listed inThe Brand Trust Report published by Trust Research Advisory.

4Ps

1 PRODUCT

Currently, the range consists of:

Yellow Sun silk with Bio Proteins from Vegetable Extracts:

Normal hair needs wholesome nourishment. New Sun silk with Bio Protein extracted from Vegetable milk has nutrients that deeplypenetrate each hair strand, to nourish it leaving hair strong andbeautiful.

Black Sun silk with Melanin from Plant Extracts:

Dull hair needs a rich black shine. New Sun silk 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 richblack shine..

Green Sun silk with Fruitarians Vitamins from fruit Extracts:Thin and limp hair needs extra body and volume. New sun silk with Fruitarians has natural extracts from fruit that contains Vitamins .These vitamins help in giving extra body, shine and amazing manageability to the thinning and lifeless hair.

Pink Sun silk with yoghurt proteins :Dry hair needs wholesome conditioning, extra shine and style. New Sun silk 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 Sun silk with active nutrients from Citrus Extracts:

The advanced formula of orange Sun silk is the result of the latest research. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New sun silk with active ingredients from citrus extracts cleans the excess oil off hairwhile its nutrients deeply penetrate each hair strand to nourish it.

Customer Review of Product Usage

2 PRICING

HINDUSTAN UNILEVER claims to practice value-based pricing in which the customers perception of the products price provides a starting point fordeveloping the marketing mix of the product. The research department determinist his price usually by using focus groups. The price of Re 1 and 2 for Sun silkshampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value. Sun silk is also available in Rs 45 and Rs 169 price bottles to cater to the demands keeping in mind the wants of this particular customer segment. The primary importance of this value-based pricing is that the product demand willbe much higher if its price is in line with the customers perception of its value. One crucial concern for value-based pricing is strict management of cost in orderto be able to make a profit at the value-based price. After the initial price is determined, HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits.

3 PROMOTION

Build top of the line consumers awareness.

Creating a personality of the brand . Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sun silk advertising objectives since it was being re-launched were:

To increase the usage.

Conditioning benefits.

Makes the hair appear clean and shiny.

Imparts a feeling of freshness-due to fragrance.

Easy to manage, silky, soft hair.

Unique shampoo for every hair type.

Effectively communicate brand promise.

Promotional strategy

*Innovative campaigns such as Hairpin and Life Cant Wait were launched to attract women to the brand Sponsored short films that were broadcast during popular television shows.

*Media platforms used

*Print media

*internet rural campaign

*environment concern ads

*Music videos

*Free sample distribution

Demo campaigning

Promotion of the products in the sunsilk range through movies such as FashionSunsilk has come up with a new promotional campaign GOOD HAIRDAYS in six major cities in collaboration with famous hair stylists of the country.* Hoardings

*Sponsorships

*Enhancement of product mix

New product formulations according to changing consumer preferences

AdvertisingHINDUSTAN UNILEVER believes that messages about product deliveredby credible sources can be very persuasive. Hence Jawed Habib who is an hair care expert endorses Sunsilk and more value is added to the brand. Consumers relate toproducts itself, they can relate to a human being who consumers believe is inexpert so Jawed Habib is an expert so is Sunsilk. Jawed Habib a recognized and highly qualified hair stylist is used by Sunsilk in its ads because they want to bring out an experts image.

METHODS ADOPTED TO PROMOTE THE BRAND NAME OFSUNSILK

*Actresses as spokespersons

*Co-marketing

*Some of these films were made exclusively for retailers like Wal-Mart and were telecast in-store

*Sponsor for fashion shows

INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY SUNSILK IN INDIA

Hindustan Unilever launched the

Gang of Girls website in June 06

.Indias first online girl community concept.

Gang of Girls site pushed online and via TV and print.

Lots of media mentions as it as a successful branded space.

Direct contact with target audience.

Gang of Girls events at 60 college festivals, malls and multiplexes acrossIndia

.

Sunsilkgangofgirls.com benefited from redirect from Sunsilknaturals.com.

This site has 100,000 registered users and very similar features.

Hindustan Lever claims 2,500,000 registrations to Gang of Girls site --

25,000 girl gangs

200 million hits

12-13 million page views every month

Company taking benefits of new web 2.0 technologies ranging from blogs topower of social networking.

As far as brand is concerned plus side for

Sunsilk

here is ability to usepower of technology to position brand successful and create followingamong niche users whom must have generated enough feedback for the brand to understand demographic served. Other brands need to take a cuefrom here and understand how web can be used as an effective branddelivery/promotion tool.-HUL EXECUTIVE4 PLACE

Distribution Objective:

To reach as many towns and villages as we can

HINDUSTAN UNILEVER has 150 distributors whose function is to sell to wholesaler s directly. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated .OUTLETS, RETAILERSHUL MissionUnilever's mission is to add vitality to life. We meet everyday needs fornutrition, hygiene, and personal care with brands that help people feel good,look good and get more out of life.

HUL vision

To earn the love and respect of India, by making a real difference to every Indian

Branding strategy:

The branding strategy for a firm reflects the number and nature of common and distinctive brand elements applied to the different product sold by the firm. Branding strategy involves deciding the nature of new and existing brand elements to be applied to new existing products.

Branding Decisions:

Branding strategy is one of the most vital decisions taking by marketers. It is a strategy, which brings lots of positive feedback for a firm. The firstbranding decision is whether to develop a brand name for a product. Today, branding is such a force that hardly anything goes unbranded. Unilever follow individual name for setting brand name for their different products, such as Sun silk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get a major advantage of an individual name strategies that the company does not tie its reputation to the products. So, if any brand fails or appears to have low quality, the companies name or image is not hurt.

Brand Elements

:

Brand elements can play a number of brand building roles. Band elements are those trade mark able devices that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements tobuild as much brand equity as possible. Brand elements such as: memorable, meaningful , likable, adaptable and protect able. We describe those elements in short as follows:

*Memorable:

every consumers mind catches the brand name. Their marketingprograms set the brand name in consumers mind. Their short brand name such as : Dove, ponds, Sun silk etc are easily memorable.

*Meaningful:

Every consumer has a clear meaning about Sun silk. Consumerthinks about Sun silk as a product which solves their problem relating with hair.

*Likable:

From our research we found that most of the people like the brand verbally and visually.

*Protectable:

The brand name is legally and competitively protectable. Thebrand retain their trade mark rights and not generic.

*Adaptable:

another fact which we saw in Sun silk. Different pack size and new formulas are easily accepted by the consumers

Purpose & principles

Our corporate purpose states that to succeed requires "the highest standards of corporate behavior towards everyone we work with, the communities we touch, and the environment on which we have an impact."

Always working with integrity

Conducting our operations with integrity and with respect for the many people, organizations and environments our business touches has always been at the heart of our corporate responsibility.

Positive impact

We aim to make a positive impact in many ways: through our brands, our commercial operations and relationships, through voluntary contributions, and through the various other ways in which we engage with society.

Continuous commitment

We're also committed to continuously improving the way we manage our environmental impacts and are working towards our longer-term goal of developing a sustainable business.

Setting out our aspirations

Our corporate purpose sets out our aspirations in running our business. It's underpinned by our code of business Principles which describes the operational standards that everyone at Unilever follows, wherever they are in the world. The code also supports our approach to governance and corporate responsibility.

Working with others

We want to work with suppliers who have values similar to our own and work to the same standards we do. Our Business partner code, aligned to our own Code of business principles, comprises ten principles covering business integrity and responsibilities relating to employees, consumers and the environment.

Strategies adopted by Hindustan Unilever Limited.In Sunsilk Shampoo India, health is of paramount importance, because indisposition is very directly related to loss of income. Lifebuoy, whose Core equity is health and hygiene, has for decades now been synonymous with soap in Sunsilk Shampoo India .At the same time, if products have to come up the order in the Sunsilk Shampoo purchase hierarchy, they have to be affordable. If Sunsilk Shampoo India today accounts for about half of detergents sales, it is because MARKETING STRATEGY OF SUNSILK has developed low-cost value-for-money branded products, like Wheel. The company has also taken initiatives to create markets even for apparently premium products, by offering them in pack sizes, like sachets, whose unit prices are within the reach of Sunsilk Shampoo consumers. For example, initiated in the 1950s, sachets (Rs.2, Re.1,or 50 paisa) today constitute about 55% of Hindustan Lever's shampoo sales. With media reach gradually increasing; Sunsilk Shampoo consumers today, where the media has its footprints, share the same aspirations with their urban counterparts. MARKETING STRATEGY OF SUNSILK has responded to the trend with low unit price packs of even other products - Lux at Rs.5, Lifebuoy at Rs.2, Surf Excel sachet atRs.1.50, Pond's Talc at Rs.5, Pepsodent toothpaste at Rest. 5, Fair & Lovely Skin Cream atRs.5, Pond's Cold Cream at Rs.5, Brooke Bond Taza tea at Rs.5.

MARKETING STRATEGY OF SUNSILK Penetration in Sunsilk Shampoo Market:-

The First major step taken by MARKETING STRATEGY OF SUNSILK to penetrate the Sunsilk Shampoo market is that it evolved its distribution model. Secondly in 1998 MARKETING STRATEGY OF SUNSILK personal products unit initiated Project Bharat, the first and largest Sunsilk Shampoo home-to-home operation to have ever been prepared by any company. The project covered 13 million Sunsilk Shampoo households by the end of 1999. Along with Operation Bharat, MARKETING STRATEGY OF SUNSILK conceptualized Project Streamline to enhance its control on the Sunsilk Shampoo supply chain through a network of Sunsilk Shampoo sub-stockiest based in these villages. This gave the company the required competitive edge, and extended its direct reach to 37 per cent of the country Sunsilk Shampoo population. Then MARKETING STRATEGY OF SUNSILK started Operation Harvest which was used as a medium of communication with the villagers. During these exercise, vans from MARKETING STRATEGY OF SUNSILK and its distributors did the rounds of 30,000 villages giving promotional packs, showing products ads and identifying key retail and distribution points. The principal issue in Sunsilk Shampoo development is to create income-generating opportunities for the Sunsilk Shampoo population. Such initiatives are successful and sustainable when linked with the company core business and is mutually beneficial to both the population for whom the programmers is intended and for the company. Based on these insights, MARKETING STRATEGY OF SUNSILK launched Project Shakti in the year 2001, in keeping with the purpose of integrating business interests with national interests.

2.3.2 Operation Bharat MARKETING STRATEGY OF SUNSILK Sunsilk Shampoo Distribution EffortHLL implemented a major direct consumer programmer called Project Bharat, which coverer 2.2 crore homes. Each home was given a box, at a special price of Rs.15, comprising a low unit-price pack of hair-care (Clinic shampoo),dental (Pepsodent toothpaste), skin-care (Fair& Lovely) and body-care (Ponds Dream flower talc) products along with educational leaflets, audio-visual demonstrations, film songs and mythological serials interspersed with ads ofLever product. Close to 160 vans and over thousand promoters (sales staff of the distributors or some other private operators) were pressed into Operation. The cost came up to roughly Rs.13 crore. Each van, equipped with a TV arid VCR, had six promoters. The project helped eliminate barriers to trial, and strengthened salience of both particular categories and brands.

2.3.3Life SwastiyaChetana

In 2002, HLL has launched a similar large- scale direct contact, called Lifebuoy SwasthyaChetana, which will cover about 5 crore people in 15,000 villages of 10 states. The project aims to generate awareness about good health-and-hygiene practices. It is a multi-phased activity which works towards effecting behavior change amongst the Sunsilk Shampoo population it touches. It demonstrates that visible clean is not really clean thereby proving the importance of washing hands with soap. It targets children as they are the harbingers ofchange in society and mothers since they are the custodians of health. The campaign has been divided into various phases. In the initial phase, a Health Development Facilitator (HDF) and an assistant initiates contact and interacts with students and influencers of the community, i.e. village community representatives, medical practitioners, school teachers etc. A number of tools such as a pictorial story in a flip chart format, a "Glo-germ demonstration" and a quiz with attractive prizes to reinforce the message are used. The "Glo-Germ demonstration" is a unique tool to make unseen germs visible and emphasize the need to use soap to wash hands and kill germs. The first interaction with students is then replicated with the women and finally the rest of the community. The various stages reinforce the message and learnings, which is crucial in order to affect awareness and behavior change in favor of hand wash hygiene. The programmer has touched 27000 villages and 50 MN people over the last four years. In2006 alone LBSC contacted 10,000 villages in UP, MP, Jharkhand and Bihar.

2.3.4MARKETING STRATEGY OF SUNSILK Project Shakti

MARKETING STRATEGY OF SUNSILK has been proactively engaged in Sunsilk Shampoo development since 1976 with the initiation of the Integrated Sunsilk Shampoo Development Programmed in the Utah district of Uttar Pradesh, in tandem with the companys dairy operations. This Programmed now covers 500 villages in the district. Subsequently, the factories that MARKETING STRATEGY OF SUNSILK continued establishing in less-developed regions of the country have been engaged in similar programmers in adjacent villages These factory-centered activities mainly focus on training farmers, animal husbandry, generating alternative income, health & hygiene and infrastructure development. The company has acquired a wealth of experience and learning from these activities. In addition to money, there is a marked change in the woman's status within the household, with a much greater say in decision-making. This results in better health and hygiene, education of the children, especially the girl child, and an overall betterment in living standards. The most powerful aspect about this model is that it creates a win-win partnership between MARKETING STRATEGY OF SUNSILK and the consumers, some of whom will depend on the organization for their livelihood, and builds a self-sustaining cycle of growth for all. It has since been extended to in Andhra Pradesh, Bihar, Chhattisgarh, Gujarat, Haryana, Jharkhand, Karnataka, Madhya Pradesh, Maharashtra, Orissa, Punjab, Rajasthan, Tamilnadu, Uttar Pradesh and West Bengal with the total strength of over 40,000 Shakti Entrepreneurs. Shakti has three initiatives. The Shakti Entrepreneur, a microenterprise initiative the Shakti Vahini program which translates as the voice of Shakti, training women to be communicators in the villages I Shakti, a group community portal that enables users to access information in a variety ofareas. The software is voice enabled for illiterate users. MARKETING STRATEGY OF SUNSILK starts with the route sales person who identifies the Shakti entrepreneur for village. MARKETING STRATEGY OF SUNSILK then provides the products and helps her understand what to do and how to realize maximum income. Through the Shakti Vani program women are trained in health and hygiene issues then teach what they have learned to the village communities. In 2004,ShaktiVani covered 10,000 villages and the vision is to cover 50,000 villages in 2005.iShakti, the Internet-based Sunsilk Shampoo information service, has been launched in Andhra Pradesh

2.3.5 Company Success in Sunsilk Shampoo Market

The Sunsilk Shampoo micro-enterprise has helped the Rs 13,717-crore Hindustan Unilever in pushing growth rates in several categories such as personal wash, fabric wash, shampoos, oral care and skin care. Brands like Annapurna, Lux, Lifebuoy, Breeze, Wheel, Fair & Lovely, Lakme, Ponds, Clinic Plus and Peps dent have sold good numbers in smaller markets, company sources said. Overall, around 50% of Hindustan Lever revenues came from the Sunsilk Shampoo markets in India. MARKETING STRATEGY OF SUNSILK sources said the project currently contributes handsomely to the companys sales. The project was started in 2001 to empower underprivileged Sunsilk Shampoo women by providing income-generating opportunities, health and hygiene education. Shaktis ambit already covers about15 million Sunsilk Shampoo populations. Several Sunsilk Shampoo pockets are populated by less than 2000individuals but are seen as unreachable and remain untapped by consumer goods makers. Industry officials say the awareness level of Sunsilk Shampoo consumers about products and brands are lesser than the urban markets. Also, urban business models are not really successful in tapping the full potential of several small clusters of consumers across remote markets.

2.3.6 Sustainability strategyUnilevers vision is to double the size of its business while reducing the overall impact on environment. This new vision recognizes that the world is changing, populations are growing and the rise in incomes is fuelling a growth in the demand for consumer products. Products like ours rely on an increasingly constrained set of natural resources, whether it is fuel, water, or other raw materials.

In Hindustan Unilever Limited (MARKETING STRATEGY OF SUNSILk ), the principle of Corporate Responsibility (CR) is an integral part of our commitment to all our stakeholders consumers, customers, employees, the environment and the society that we operate in.

Today, India is battling multiple issues like water scarcity, poverty, and problems arising out of low awareness of health, hygiene, and nutrition. If these issues are not addressed soon, they will create insurmountable barriers to business growth. We believe that helping society prosper and ensuring a sustainable future for the planet goes hand in hand with our goal of ensuring growth that is competitive, profitable, and sustainable for our organization.

Our contributions have to be substantial and sustainable, which is why we are not just banking on our philanthropic programmers, but are transforming our core business practices as well. Even the seemingly small innovations in our brands and business processes can lead to a big difference in society as we touch the lives of two out of every three Indians.

For example, if one household uses Surf Excel detergent, it can conserve two buckets of water per wash. A million Indian households using Surf Excel can save enough water for meeting the basic hygiene needs of many Indians. Thus, small individual actions multiplied with our large consumer base will make a big difference in combating the issues society faces.

We will further demonstrate that successful business strategies are driven by responsible business practices. The key to this approach is developing a CR framework which integrates the social, economic, and environmental agenda with our business priorities growing markets, maintaining the competitive edge, enjoying goodwill in the communities we operate in, and building trust and an exceptional reputation. Hence, in the future, the three cornerstones for CR integration with business at MARKETING STRATEGY OF SUNSILK will be:

Growing markets responsibly: We will address issues related to hygiene and nutrition through product innovations and awareness. Gathering information about the concerns expressed by consumers, communities, and stakeholders can help us identify opportunities for innovation at the category, brand, and marketing plan level. We have a very strong and trusted position in India and we can leverage this to our competitive advantage.

Ensuring sustainable practices in our operations: To secure a thriving future, we need to establish sustainable sources for raw materials. Being a company that is heavily dependent on water, agriculture, fuels and petrochemicals, we must plan now for a future in which water could be scarce, agriculture could be under pressure, and fuels will be expensive. Our consumers add up to two-thirds of the Indian population; hence addressing sustainability issues is a high priority.

Building a good reputation through responsible leadership: CR is one of the key components of reputation and trust. A good reputation can be a major competitive advantage and can build employer brand and consumer loyalty.

Unilever Sustainable Living Plan

Small actions, big difference

Two billion times a day, somebody, somewhere, uses a Unilever brand. Our products make small but important differences to the quality of peoples everyday lives.

We have ambitious plans to grow our company, creating jobs and income for all whose livelihoods are linked to our success. But growth at any cost is not viable.

We have to develop new ways of doing business which will increase the social benefits from Unilevers activities while at the same time reducing our environmental impacts. This is why we have created the Unilever Sustainable Living Plan.

The OpportunityOur plan isnt just the right thing to do for people and the environment. Its also right for Unilever: the business case for integrating sustainability into our brands is clear.

Our ApproachOur impact goes beyond our factory gates. The sourcing of raw materials and the use of our products by the consumer at home has a far larger footprint. We recognize this and so our plan is designed to reduce our impacts across the whole lifecycle of our products. This full lifecycle approach is both ambitious and, we believe, unique amongst global SUNSILK SHAMPOO companies.

The PlanThe Plan contains over 50 concrete targets that will:

Help more than one billion people improve their health and well-being

Halve the environmental impact of our products

Source 100% of our agricultural raw materials sustainably

2.4 Best Practices adopted by Hindustan Unilever Limited.1. KhusiyonkiDoli campaign including Wheel, Surfexcel, Sunsilk, and Close up trail and awareness program launched in 2010.2. Fair & lovely launches foundation to promote economic empowerment of women through education career and enterprise launched in 2004.3. Hindustan Unilever Limited commits Rs 8 crore for immediate relief, rehabilitation to tsunami communities in 2005.4. Postal department releases special lifebuoy swasthyachetna postal cover in 2006. It is to influence community like Sarpanch, Medical practitioner and panchayat members. Practicing on basic Hygiene concept and invisible germs.5. Hindustan Unilever Limited supports and provide 1 crore to Andhra Pradesh and Karnatka flood victims in 2009.Saluting the spirit of women empowerment 212 girls are being awarded with Fair & lovely scholarship in 2010.ConclusionSunsilk has huge potential of rural market 72% of total population but not yet develop a successful strategy to penetrate this market. The success of Sunsilk emulated which capturedtheruralmarketbytwostrategies-DevelopstrongdistributionstructureandAdoptingpackaging and pricing. Sunsilk increase buying of raw material so that it does not have to suffer devolution and continuously increase in tariff rates. They introduced a smaller 100mipack of Sunsilk in order to capture lower income segment. Sunsilk enter into web marketing. They should increase frequencies of advertising by electronic and print media. They should introduce 2 in 1shampoo plus conditioner which demand huge potential market. Finally, taking every thing in account we can say that if Sunsilk emphasize more on social responsibility and create more attractive marketing programs, they can grab huge number ofcustomers