Department Of Commerce

Marketing Project
This is to certify that this is the bona fide work of
student
___________________________ Class____ Div.____ Roll
no____.
He has carried out the necessary practical work
for the senior secondary school examination
AISSE of CBSE under my supervision for the
academic year 2015-2016.

______________
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Teacher in charge

Date:

Marketing
Project

INTRODUCTION
Two products have been chosen and
they are compared to each other and
also the competitors are shown in this
project.
The 2 Products chosen for the project are
Head and Shoulders shampoo and
Sunsilk shampoo
This Project is made to understand the
following objectives:1. To understand the segments for
which the selected products are made.
2. To know the Competitors of the
selected Brands.
3. To understand the Marketing Mix of
the Brands.

ACKNOWLEDGEMENT
It gives me immense
pleasure to be associated
with this project. I would
like to thank everyone
who has helped me with
this report. Firstly, I
would like to express my
gratitude towards my
Economics teacher, Mrs.
Priya Darshini for the
constant support, help
and encouragement to
carry out this project
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well. I would also like to

thank my family and all
my friends who helped
me making this project
ready in a limited span of
time.

INDEX
CONTENTS

PAGE
NO.

INTRODUCTION
ACKNOWLEDGEMENT
PRODUCT 1
PRODUCT 2
MARKET
SEGMENTATION
PRODUCTS
SEGMENTATIONS
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COMPETITORS
MARKETING MIX
MARKETING MIX OF
THE PRODUCTS
BIBLIOGRAPHY

HEAD
AND
SHOUL
DERS

Procter & Gamble Co.,

also known as P&G, is an

American
multinational
consumer goods company
headquartered in downtown
Cincinnati,
Ohio,
United
States, founded by William
Procter and James Gamble,
both from the United Kingdom. Its products
include pet food, cleaning agents, and
personal care products.

Head & Shoulders is an American brand of

anti-dandruff shampoo produced by parent
company Procter & Gamble.
It was first introduced to the U.S. market in
November 1961 as a blue-green shampoo
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formula. There are now nine different Head &

Shoulders varieties for varying hair types,
and the formula has since changed color to
white.

SUNSILK
Unilever is a British-Dutch multinational
consumer goods company co-headquartered
in Rotterdam, Netherlands, and London,
United Kingdom.
Its products include food, beverages,
cleaning agents and personal care products.
It is the world's third-largest consumer goods
company measured by 2012 revenue, after
Procter & Gamble and Nestl. Unilever is the
world's largest producer of food spreads,
such as margarine.
One of the oldest multinational companies,
its products are available in around 190
countries.

 Sunsilk was first made in the United Kingdom

in 1954. The brand is produced by Unilever
and it is marketed primarily for women.
It is the companys leading hair brand and is
considered as a billion dollar brand. Sunsilk is
sold in 69 countries around the world.

MARKET SEGMENTATION
Market segmentation is a marketing strategy
which involves dividing a broad target market
into subsets of consumers, businesses, or
countries who have, or are perceived to have,
common needs, interests, and priorities, and
then designing and implementing strategies
to target them.
Market segmentation strategies are generally
used to identify and further define the target
customers, and provide supporting data for
marketing plan elements such as positioning
to achieve certain marketing plan objectives.
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 The Importance of Segmentation to

Companies are as follows: Market segmentation helps the marketers to
understand the needs of the target audience
and adopt specific marketing plans accordingly.
Organizations can adopt a more focussed
approach as a result of market segmentation.

Market segmentation helps the organizations to

target the right product to the right customers
at the right time. Geographical segmentation
classifies
consumers
according
to
their
locations. A grocery store in colder states of the
country would stock coffee all through the year

as compared to places which have defined

winter and summer seasons.

Comparison between Head and Shoulders

and Sunsilk and also other competitors.

Which brand is most famous in the market?

Sunsilk

Head and shoulders

L'oreals garnier

Pantine

COMPETITORS OF HEAD AND

SHOULDER AND SUNSILK
LOREALS GARNIER
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 The L'Oral Group is a French cosmetics

and beauty company, headquartered in
Clichy, Hauts-de-Seine. It is the world's
largest cosmetics company, and has a
registered office in Paris.
It has developed activities in the field of
cosmetics, concentrating on hair colour,
skin care, sun protection, make-up,
perfumes and hair care, the company is
active in the dermatology, toxicology,
tissue engineering, and
biopharmaceutical research fields and is
the top nanotechnology patent-holder in
the United States.

Dove
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 Dove is a personal care brand owned

by Unilever originating in the United
Kingdom.
The products are sold in more than
80 countries and are offered for both
women and men. Dove's logo is a
silhouette profile of the brand's
namesake bird.
Products include:
antiperspirants/deodorants, body
washes, beauty bars,
lotions/moisturizers, hair care, and
facial care products.
Dove is primarily made from
synthetic surfactants, vegetable oils
(such as palm kernel) and salts of
animal fats (tallow). In some
countries Dove is derived from tallow
and for this reason it is not
considered vegan, unlike vegetable
oil based soaps.

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PANTENE
Pantene is a brand of hair care products
owned by Procter & Gamble. The product line
was first introduced in Europe in 1945 by
Hoffmann-La Roche of Switzerland, which
branded the name based on panthenol as a
shampoo ingredient.
The brand's best-known product became the
2-in-1 shampoo and conditioning formula,
Pantene Pro-V (Pantene Pro-Vitamin).
The product became most noted due to an
advertising campaign in the late 1980s in
which fashion models said, "Don't hate me
because I'm beautiful.

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MARKETING MIX
The term "marketing-mix" was first coined
by Neil Borden, the president of the American
Marketing Association in 1953.
It is still used today to make important
decisions that lead to the execution of a
marketing plan. The various approaches that
are used have evolved over time, especially
with the increased use of technology.

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 The marketing mix is a business tool used

in marketing and by marketers. The
marketing mix is often crucial when
determining a product or brand's offer, and is
often associated with the four P's: price,
product, promotion, and place.

There are 4 Main Elements of

Marketing Mix

Product - A product is seen as an item that

satisfies what a consumer demands. It is a
tangible good or an intangible service.
Tangible products are those that have an
independent physical existence. Typical
examples of mass-produced, tangible objects
are the motor car and the disposable razor.
Price - The amount a customer pays for the
product. The price is very important as it
determines the company's profit and hence,
survival.
Adjusting the price has a profound impact on
the marketing strategy and, depending on
the price elasticity of the product, often it will
affect the demand and sales as well.
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 The marketer should set a price that

complements the other elements of the
marketing mix.
Promotion - All of the methods of
communication that a marketer may use to
provide information to different parties about
the product.
Promotion comprises elements such as:
advertising, public relations, sales
organisation and sales promotion.
Place - Refers to providing the product at a
place which is convenient for consumers to
access.
Various strategies such as intensive
distribution, selective distribution, exclusive
distribution and franchising can be used by
the marketer to complement the other
aspects of the marketing mix.

MARKETING MIX OF THE

PRODUCTS
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Head & Shoulders

Price - In 1990s era, Head &
Shoulders incorporated value pricing
strategy.
The company adopted this strategy by
cutting its coupon, production and
logistical cost by effectively increasing
effectively increasing efficiency and it
increased its advertising by 20%.
Place Head & Shoulders are available
almost all over the world.
It distributes the products in about 140
countries to approximate five billion
consumers.

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Sunsilk
Price - The price of Sunsilk shampoo
sachets shows how the price also
reflects a concern to make the purchase
more convenient, since the rupee is
denoted in this value. It is available from
Rs 3 sachets to 200ml of Rs 95. Sunsilk
has maintained its price reasonable and
their prices are much lower than P&Gs.
Place - Sunsilk is one of the widely
preferred brand shampoo in India.
Sunsilk consists of dream soft & smooth,
stunning black shine, thick &long, antidandruff.

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BIBLIOGRAPHY
http://www.therichest.com/expensive
-lifestyle/lifestyle/the-10-most-soldshampoo-brands-in-the-world/
https://en.wikipedia.org/wiki/L'Or
%C3%A9al
https://en.wikipedia.org/wiki/Sunsilk
https://en.wikipedia.org/wiki/Garnier
http://shristi23sunsilkmarketingblog.
blogspot.ae/2014/09/marketing-mixelements.html

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