MARKETING MANAGEMENT

PROF:- RAFANA KAZI & AMJAD KADRI

PRESENTERS Tharime Ansari 04

Hurzuk Talib 14

Wasim Khan 24

Sajan Mujahid 34

Obaid Shaikh 44

Rakesh Yadav 54

Hindustan Unilever Limited (HUL)

HUL is India's largest Fast Moving Consumer Goods Company.

HUL was formed in 1933 as Lever Brothers India Limited and came into being in 1956 as Hindustan Lever Limited through a merger of Lever Brothers.

With over 35 brands spanning 20 distinct categories such as soaps, detergents, shampoos, skin care, toothpastes, deodorants, cosmetics, tea, coffee,ice cream, and water purifiers, the Company is a part of the everyday life of millions of consumers across India.

INTRODUCTION Sun Silk Launched in 1964 in India and in UK it was launched in 1954.

Sunsilk is the largest beauty shampoo brand in the country. Positioned as the ‘Hair Expert’.

The Benefits are more compelling and relevant.

The accent is on “It knows you, and hence knows exactly what your hair needs”

Reasons that influences you to prefer for Sunsilk

88%

86%

70%92%88%

74%

48%24%

PriceFragrancePackageNeed satisfactionColourIngredientsPast experiencePromotion

Target market of sun silk Their main target market is females between the age group 16-40. But in their

promotional activities, they cover the whole market.

These segments are the best to make accurate promotional strategies to earn the market interest.

Market segmentation of sun silk Sun silk shampoo will be using gender and age as the basis for segmentation. This

segmentation is Demographic segmentation.

Market segment of female of age 16 to 21 & 21 to 40.

40 Above.

Market poisoning strategy(mind share)

In the time when every young adult want to give himself a new look, Sun silk offers family size bottle in 165rps.

Change packing and size to attract new customers.

The New Collection

Anti-Dandruff

Hair Fall Solution

Thick and Long Soft and Smooth

Black Shine

BCG MATRIX OF SUN SILK

The Boston Consulting Group (BCG) Matrix is a simple tools to access a

company’s position in terms of its product range. It helps a company to

think about its product and services and make decisions about which it

should keep, which it should let go and which it should invest in further.

UNILEVER

Stars Dogs Sun silk (Soft & Smooth) SunSilk ( Black Shine) Lux Lifebuoy Shampoo Cash cows Question mark SunSilk (Anti Dandruf) SunSilk (Hair Fall Solution) Ponds Rin

Four Catogories of BCG MATRIX

1. QUESTION MARK

Question marks are growing rapidly and thus consume large

amounts of cash, but because they have low market shares they do not generate

much cash. The result is a large net cash consumption. A question mark (also known

as a "problem child") has the potential to gain market share and become a star, and

eventually a cash cow when the market growth slows. If the question mark does not

succeed in becoming the market leader, then after perhaps years of cash consumption

it will degenerate into a dog when the market growth declines. Question marks must

be analyzed carefully in order to determine whether they are worth the investment

required to grow market share.

Stars generate large amounts of cash because of their strong relative

market share, but also consume large amounts of cash because of their high

growth rate; therefore the cash in each direction approximately nets out. If a

star can maintain its large market share, it will become a cash cow when the

market growth rate declines. The portfolio of a diversified company always

should have stars that will become the next cash cows and ensure future cash

generation.

2. STARS

3. CASH COW

As leaders in a mature market, cash cows exhibit a return on assets that is greater

than the market growth rate, and thus generate more cash than they consume. Such

business units should be "milked", extracting the profits and investing as little cash

as possible. Cash cows provide the cash required to turn question marks into

market leaders, to cover the administrative costs of the company, to fund research

and development, to service the corporate debt, and to pay dividends to

shareholders. Because the cash cow generates a relatively stable cash flow, its value

can be determined with reasonable accuracy by calculating the present value of its

cash stream using a discounted cash flow analysis.

4. DOGS

Dogs have low market share and a low growth rate and

thus neither generate nor consume a large amount of

cash. However, dogs are cash traps because of the money

tied up in a business that has little potential. Such

businesses are candidates for divestiture.

Conclusion There is a higher level of customer preference in terms of Sunsilk Shampoo.

Customers gather information through their friends and neighbors rather than advertising or promotion campaign. So promotion mix should be changed in to direct marketing.

The customers prefer Sunsilk shampoo as it satisfies their expected need Secondly customers care on price.

Innovation, implementation, cost reduction to offer best competitive price and execution should be the strategy for continuation to be the market leader.

Thank You