Lyceum of the Philippines University Cavite

Marketing Plan Outline

(Draft 1)

Albis, Louise

Hidalgo, Melody

Bucu, Jeline

Lim, Joan Rose

Dionela, Merylle Shayne

Takahashi, Miyuki

Garcia, Aisle

I.

INTRODUCTION

We chose the company because Unilever has been introducing new technologies
into the country since the early days of its existence and also, they maintain the needs
of mass production of most of the Unilever brands & products, they are also importing
Unilever products from some neighboring countries like Malaysia, Indonesia, Vietnam,
and so on.
We got interested to do this plan because we want to know more information
about our product regarding to what we experienced from it as we ourselves are users.
We want to know if how long it takes time to show results, if it needs to use other
products to make it more effective, if its affordable and if it really helps hair to prevent
from being dry.

Here is a story from Chayanti Mukherjee . This Sunsilk shampoo comes in a long,
light green colored plastic bottle with a flip top cap. The bottle looks nice and it comes in
various size options. This small bottle is totally easy to carry. Sunsilk shampoos are
easily available at stores and they are decently priced too. It has a beautiful, floral scent.
The smell stays for a good number of hours in my hair. It feels fresh and pleasant. The
consistency of this shampoo is medium-creamy white gel which has some shining
particles in it. It is easy to use, but some extra amount is needed to create good lather. It
smoothly glides on scalp and hair. Also, it is easy to rinse. It can nicely clean all the dirt
from my hair, and can also clear excess oil from hair. It works well as a hair cleanser
and it makes my scalp fresh and clean. But it takes some time to clean my oiled hair. I
have normal, smooth hair with dry tips, but the biggest issue with my hair is that it is
thin. So I always like a shampoo that can keep my hair healthy. After using this
shampoo, I feel that it works well to keep my hair healthy and soft. It never makes my
scalp dry. It works nicely on dry scalp and oily scalp both. It also controls hair sebum. I
have not noticed any extra hair fall either with this shampoo. But it cant totally stop hair
fall. It makes my hair smooth and soft. It never makes my hair dry but it is not super
moisturizing either for extremely dry and damaged hair. A conditioner is needed to lock

the hydration in. My normal hair feels soft and silky. But my dry hair ends feel dry, as
usual. I already have shiny hair so I always expect more and this shampoo cant give
any extra shine. But, the shine provided is definitely nice. After using this shampoo for
around a month, I have noticed that it promotes hair growth. I notice lesser hair fall
when I comb my hair now. But it is not a magical shampoo so it takes time to show
results and also the growth is not dramatic. It cant control frizz for long and my hair
feels unmanageable at the end of the day without a conditioner. This shampoo keeps
my hair bouncy and it never makes my hair limp. I like this shampoo as it is a budgetfriendly, hair growth promoting shampoo which makes hair soft. I am not a fan of Sunsilk
shampoos, but this one is not a bad experience. I wish it controlled frizz too.

II.

SCOPE AND LIMITATION

We started to consolidate the data on August 2016. The primary data were

collected through the use of UAI (Usage, Attitude and Image) made possible by asking
100 random participants in various places, specifically in some parts of Cavite, on their
opinion regarding their use of shampoo on day-to-day basis. The secondary data were
from Euro monitor, a website which provides students and alike the following
information regarding a company needed for the said study and consolidated income
statement from Security Exchanged Commission (SEC) and other relevant website.

III.

METHODOLOGY

1. RESEARCH DESIGN
Type of the research conducted is a descriptive research, in which the major
objective is to identify and describe the level of customer preference towards Sunsilk

shampoo. The respondents who were taken in to account in terms of gathering

information were randomly selected.

2. SUBJECT DESCRIPTION
The subjects of the UAI were female within the range of age 14-30 years old and
who used shampoo. They belong to the socio-economic class of B and C.
The study and survey was conducted randomly on selected areas in Cavite. The
interview process started on August 13, 2016.

3. SAMPLE SIZE AND SAMPLING METHODOLGY

A sample is a finite number of units taken for purpose of study out of the Universe.
For this optimum sample should be selected sample should represent whole Universe.
The selected sample size was 100 respondents. The respondents who were taken in to
account in terms of gathering information were randomly selected.
The respondents were selected using a non-probability sampling technique, which is
known as convenience sampling technique. The respondents were selected based on
the researchers convenience. Well prepared questionnaire was used in terms of
gathering information.

4. INSTRUMENTATION
The questionnaire was designed to: first- gather data that helps measure brand
awareness. It ask questions such as which brands the user was aware of, including the
brand on top of the users mind and also the sources of the users awareness to the
various brands; second- gather data that helps measure the users use of the product
by asking questions like frequency of purchase, place of purchase, number of shampoo
per purchase and the size of shampoo they used; third- gather data that helps measure
the users attitude towards the product category by making the user rate several product

attributes based on how important those attributes are to the user. It also measures the
users attitude towards the brands that the user uses frequently by making her rate the
performance of the brands on the same set of product attributes.

IV. EXECUTIVE SUMMARY

1. INDUSTRY DEFINITION

Sunsilk is falls under Hair care Industry. Hair care as defined in wikipedia is an over
all term for hygiene and cosmetology involving the hair which grows from the human
scalp, facial, pubic and other body hair.

2. MARKET SIZE

The market size of sunsilk industry in peso, it amounts to Php 37,624.9

3.COMPETITIVE MARKET SHARES

Data given below are provided by SEC and Euromonitor. Based on the information
provided for us, we had a vision of how sunsilk stands in the industry competition. Given
below is the list of product brands and their market shares for the year 2015;

Sunsilk 5.5 %

Palmolive 14.8 %
Clear 1.8 %
Pantene 10.1 %
Rejoice 5.2 %
Dove 7.2%
Head and shoulder 2.4 %
Vaseline 3.1 %
Regroe 0.8 %
Others 49.1 %
Total : 100 %

4.MARKETING OBJECTIVES

To increase sales by up to 4% from 5.5 %. We plan on making 9.5% market share

our goal.

5.TARGET MARKET
Socio Economics : B & C
Ages : 14 to 30

The target market of Sunsilk Shampoo is for young aged women . Those who are active,
dynamic and simple but still conscious of their need to be beautiful. It has been
designed to keep the hair healthy and beautiful, though this kind of attitude has become
their lifestyle.

6.POSITIONING
Sunsilk Shampoo provides real solution to modern womens. Positioned as the Hair
Expert', Sunsilk has identified different hair needs and offers the consumer a shampoo
that gives her the desired results.

7.STRATEGIES
A. Offered only 1 variety
B. Promotion through advertisement
C. Available in market stores

8.PROGRAM AND PROGRAM OBJECTIVE

Sunsilk company objectives n either our on nor our major competitors objectives are
simple or obvious.There are many choice between short term and long-term profit,
between growth and cash flow,between growth and assets and growth in
earning,between proportion of earning paid to shareholder as dividends or reinvested.It
is reasonable to assume that these different objectives of different competitors
predetermine some of their strategies and tactical behavior.
1. Assess the concept of product acceptability, credibility and perceived benefits.
2. Examine consumers assessment of the product,in terms of product performance and
related benefits.
3. Explore consumers reaction towards packaging
4. Understanding consumers perception of quality advertisement in term of its impact.
MISSION STATEMENT: The New Sunsilk Shampoo aims at fulfilling the needs of its
target market by offering a high quality, assessment of the concepting terms of its

acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo
alternative to the targeted consumer. The theme of the product shall be anchored
around the motto: softness shine n manageability of hair

V. EXTERNAL ANALYSIS
1. INDUSTRY DEFINITION
Sunsilk falls under hair care industry. Hair care is an overall term for hygiene and
cosmetology to involves the hair which grows from the human scalp, and to a lesser
extent facial,pubic and other body hair.
Hair care products are formulated to help nourish hair and prevent hair damage
resulting from pollution, dryness, and other factors.
Shampoo is the most common among the hair care products. Hair care also includes
colourants, conditioners, hair loss treatments, perms and relaxants, styling agents, hair
care.

2. INDUSTRY SEGMENTATION

Hair care
Shampoos

Medicated Shampoos
Standard Shampoos

Colourants

conditioners Hair loss Treatments

Perms and RelaxantsStyling Agents

SHAMPOOS
Shampoo is a hair care product, It is typically in the form of a sticky liquid, that is used
for cleaning hair. Shampoo is used by applying it to wet hair, massaging the product into
the hair, and then rinsing it out. Some users may follow a shampooing with the use of
hair conditioner.
COLOURANTS
Hair color is the practice of changing the hair color. The main reasons for this are
cosmetics is to cover gray hair, to change to a color regarded as more fashionable or
desirable, to restore the original hair color after it has been discolored by hairdressing
processes or sun bleaching. Hair coloring can be done professionally by a hairdresser
or independently at home.
CONDITIONERS
Hair conditioner is a product that changes the texture and appearance of hair, often a
viscous liquid that is applied to the hair and massaged into the hair. It is usually used
after washing the hair with shampoo. Hair conditioners may contain moisturizers, oils
and sunscreen, among other ingredients.
PERMS AND RELAXANTS
Perms are used to introduce curl and waves in naturally straight hair. This process is
done by using chemicals that are applied to the hair along with rollers or rods. Hair
relaxer is the permanent hair straightening method. During hair relaxer treatment, hair is
tightly coiled in the presence of heat. It can provide the straight hair, which remains
straight until new hair grows out.
STYLING AGENTS
Styling Agents helps protect, condition and set the style, while decreasing drying time.
They also protect hair from heat and make styling easier.

VI. KEY SUCESS FACTORS

1. Ask the right question from my world to our world

The first step towards succeeding with sustainability is to ask the right question. Not
how can I make my business sustainable, but how can I make our world sustainable?

2. Think long term

Unilever has worked through the longer term implications of global trends for its
business. The USLP targets are responses to these implications and are designed to
ensure that Unilever is in business next year, and into the next decade.

3. Accept that no business is an island - create new networks

The trick for any business is to be clear where collaboration is necessary, and
possible, and where space can be left for a bit of healthy competition. What is clear, is
that in an increasingly complex, and resource-constrained world, leading businesses
need to be willing to collaborate much more willingly, and create new networks to deliver
new solutions to old problems.

4. Embed sustainability into the business accept this is a journey of cultural

transformation
Is about embedding sustainability thoughtfully and appropriately in the business,
and understanding that this will take time, and in the end is about changing the culture.

5. Dont wait for the pull push sustainability out to consumers

A common barrier to progress towards mainstreaming sustainability is deciding to

wait until consumers demand more sustainable products and services.

6. Change the system

Is being willing to change the system, not accept the current barriers, but remove
them.

VII. INTERNAL ANALYSIS

A. HISTORY
Known until the early 1990s as Philippine Refining Company (PRC). Unilever
Philippine started as an oil milling business which at its peak produced nearly 100,000
tons of coconut oil anually.

B. MISSION/VISSION

Mission
The mission of the Unilever Philippines Company is to provide health and personal
care products, as well as food goods, from a range of brands in such a way to act with
the highest levels of corporate behavior. Aspects the company consider to be vitally
important include those of keeping the environment clean using modern production and
transport processes, and investing in science and technology to develop new products
as well as more efficient development processes.

Vision
To touch the lives of regular Filipinos by providing great value products of high
quality standard. The company aims to improve the lifestyles of individuals and increase
their sense of well being. As well as making people look and feel good, Unilever
Philippines looks towards the future by producing sustainable development techniques.
It also hopes to expand its customer base by adopting more brands, making these
brands more eco-friendly.

C.PRODUCT/SERVICE OFFERINGS

Home and personal care products, foods, and ice cream. Its roster of brands include
Axe, Best Foods, Block & White, Breeze, Clear, CloseUp, Cream Silk, Domex, Dove,
Eskinol, Master, Ponds, Knorr, Ladys Choice, Lipton, Lux, Pepsodent, Pure It, Rexona,
Selecta, Sunlight, Sunsilk, Surf, Toni & Guy, Tresemme and Vaseline.

D.SELLING PRICES AND PACK SIZES

Unilever comes with the idea of selling smaller pack sizes, affordable variants of
best-selling brands for the developed world's bottom of the pyramid consumer, and
single-serve sachet variants.
(Sunsilk) Bottle Size: 180ml Php. 94.50
350ml Php.185.00
Sachet Size: 13.5ml (pack of 6) Php. 28.50
13.5ml (pack of 12) Php. 60.00

E. DISTRIBUTION NETWORK

Unilevers products are generally sold through own sales force as well as through
independent brokers, agents and distributors to chain, wholesale, co-operative and
independent grocery accounts, food service distributors and institutions. Products are
physically distributed through a network of distribution centres, satellite warehouses,
company-operated and public storage facilities, depots and other facilities.

F. HIGHLIGHTS OF HISTORICAL PERFORMANCES

The company has been a leader in introducing new technologies in the Philippines
since the early days of its existence - margarine production in the 1930s, non-soap
detergents, shampoos and toothpaste in the 1960s and 1970s and state of the art
sulphonation technology and cogeneration power plant in the 1980s. The nineties has
seen the company focusing on several improvements in the Environment front one of
which was the introduction of the first 100% biodegradable detergent bar in the
Philippines.

2. Review of Current Marketing Effort

a. Current Target Market - The main target market of sunsilk is females between the
ages group 16-40 belonging to the middle and lower income classes, who are
very concern about their hair appearance and also the health of their hair. And
those people who can afford to buy the shampoo to fulfill their need.
b. Positioning Statement Unilever provides woman ages 16-40 with quality and
lower price on hair care product than any other company. The benefits are more
compelling and relevant since the variants are harmonised interms of the product

mix - fragrance, colour and ingredients are all well linked to cue the overall
synergy. The range comes in premium packaging and design.
c. Current Sales Performance Including Sales Mix and Sales Distribution
Unilevers shares rose to a record high after the consumer goods company
reported better-than-expected quarterly sales driven by improved performance in
Philippine and other emerging markets.
Sales Performance
UNILEVER
Statement of Income
For the year 2011 2015
Fiscal year is January-December. All
values EUR millions.

2011

2012

2013

2014

Sales/Revenue

46.47
B

51.32
B

49.8B

48.44
53.27B
B

Cost of Goods Sold (COGS) incl.

D&A

28.12
B

30.7B

29.25
B

28.39
30.81B
B

COGS excluding D&A

27.09
B

29.5B

28.09
B

27.26
29.44B
B

Depreciation & Amortization

Expense

1.03B

1.2B

1.15B

1.13B

1.37B

Depreciation

838M

986M

984M

947M

1.1B

Amortization of Intangibles

191M

213M

167M

180M

273M

18.35
B

20.62
B

20.55
B

20.05
22.46B
B

Gross Income

2015

d. Current Marketing Strategies and Activities With confidence in its ability to

grow Unilever launched a renewed, bold vision for the company to double its
size while improving its environmental footprint.
With its portfolio of brands, presence in emerging markets and long-standing
commitment to shared value creation, Unilever believe its company is well placed
to deliver on this ambition.

Strategies are:
a. Winning with brands and innovation
b. Growth priorities
c. Winning in the market place
d. Winning through continuous improvement
e. Winning with people
e. Current Marketing Problems and Concerns

Effectively targeting high value sources of growth.

-Choosing the wrong target, or one of less value, will certainly lower your
growth and return-on-investment potential. It might even fail completely.
Competing in dynamic, global markets.
-While terms such as hyper competitive or fast moving have been
around for a number of years, the speed of changeat the customer and
competitor levelis accelerating at unprecedented levels
Balancing incremental and radical innovation.
Firms need to compete in two time periods: the present and the future.