Pada mata kuliah saya yakni Marketing planning and control, kami mendapatkan tugas berkelompok untuk membuat sebuah project yang kemudian akan kami bahas dan presentasikan didepan teman-teman kelas kami. Pada kali ini kami membuat project yang berhubungan dengan produk sunsilk.
PRODUCT INFO
SUNSILK SHAMPOO
In this project, we choose Sunsilk Shampoo because Sunsilk Shampoo with its many variants has been the leader in the market. The brand has had a strong image in the mind of the market and been very close to the world of young women.
Sunsilk is also the market leader for hair care product, with young women as its target market. It understands and has designed its wash, care, and styling collections to address the most common hair dramas everywhere. It is a brand that sees the world through women’s eyes.
Sunsilk is one of the oldest Unilever Indonesia brands. Unilever, as we know, is the biggest manufacture for home and personal care products. Came into Indonesia in 1933, Unilever had dominated Indonesian consumer goods market. Its brands’ existence seems hard to be defeated by their competitors. Most of Unilever brands have become the market leaders. It’s hard to find the one who doesn’t know the products of Unilever, including Sunsilk.
LAUNCH
1952: Launch for the first time in Indonesia market (in the glass bottle)
INTRODUCTION
1952: Introduced the first variant
1970: Sunsilk was relaunched using the International design bottle and at the same time the second variant "lemon" was introduced
1975: Sunsilk black – the first black shampoo in the market was introduced which later on became the back bone variant of the brand
GROWTH
1995: Double ingredient approach (i.e Coconut Milk & Rose variant) was introduced in the market
1997: Range relaunch (5 variants) using the double variants approach and also a new bottle shape
1999: Range relaunch using Fruitamin as the new nature-science technology approach
2001: Range relaunch using the nutrient complex as the new technology approach
2003: Range relaunch using the new bottle shape
2006: Range relaunch with the new look of the surface design
2007: New variants of Color lock and Hair Fall Solutions
2008: New Variants of Damage Treatment
Along the years, Sunsilk keeps to excite the market by launching the innovative variants apart of its core variants,then expecting to remain the leader in shampoo market. The launches of these fashionable variants were intended to bring the expertise and modernity image of Sunsilk.
SWOT Analysis
Strengths:
- · The shampoo brand that reached the highest Top of Mind by MARS Survey
- · The market leader for hair care product
- · Sunsilk has various kinds of products for hair treatments
- · Strong distribution. This product is easy to get.
- · Great promotion . Above the line ad through the television media with different kind of
- theme. And also below the line activity like one of the huge event “Pemilihan Gadis
- Tiara Sunsilk”
- · The market leader for hair care product
- · Unilever, as the umbrella company, achieved 60 awards for environmental, social, and economic programs and policies.
- · Warta Ekonomi named Unilever as the second most admired company in Indonesia, based on interviews with professionals who do not work with this company. Most of them said they would love to work for Unilever.
- · Unilever received second rank in three categories : Best managed Company, Best Corporate Governance, and Best Commitment to Strong Dividend Payment.
- · 10 Unilever brands received first rank in their respective categories at the Indonesia Best Brand Award, an Sunsilk is included.
- · Sunsilk achieved 1st Indonesia Packaging Consumer Branding Award as the Outstanding Brand in Prima Level
Weaknesses:
- · Low satisfaction score compared to the other new hair care product brand. Due to the fact that Sunsilk is one of the oldest brands playing in this market, it makes the consumer having a perception that the other new brand is more modern.
- · The distribution of Sunsilk shampoo to the small waroengs is still weak. They only provide the costumers with the variants of Lasting Black Shine or Anti Dandruff. It’s hard to find the other variants.
Opportunities:
- · Sunsilk has not come up yet with the Hair Vitamin for Colored Hair.
- · Sunsilk has not come up yet with the Hair Tonic
- · Sunsilk has not come up yet with a product for Permed hair.
Threats:
- · There have come so many new competitors, providing the consumers with new products innovations.
STEEPLE ANALYSIS
Social and Cultural:
- · Hair is the women’s crown
- · Women have so many hair dramas and they want to be understood. They require a brand that can see the world through women’s eyes
- · Most women think that washing hair frequently is harmful and can make the hair falling out
- · There are some myths saying that a shampoo should be changed every now and then
- · Moslem, the major religion in Indonesia , requires women to cover their hair with veil
- · The most common hair color of Indonesian women is black.
- · Indonesian women like something easy, instant and simple
- · Indonesian women tend to pick a product by its fragrance
- · Women like something that is esthetically beautiful.
- · People tend to believe in a product launched by a big, famous, and powerful company
· Presently Indonesian people is capable to adapt advance technology
· Development of the Internet / mobile phone - better transference of data direct to customer
· Many hair styling technologies will never be good for a woman’s hair
· Bio-technology seems to be the trend of education.
Economic and market conditions:
- · Retailers and wholesalers in Indonesia, especially in big cities, are getting more abundant and easy to find.
- · A lot of Indonesian people have a poor buying power.
- · Easy to get impact of globalization
- · The government is paying more attention to manufacture industries
- · The rise of free way tariffs.
- · The rise of oil prices
- · The depreciation of Indonesian currency
Education, employment, and training:
- · The rate of illiteracy in Indonesia is still high, but getting less
- · There is still high unemployment rate in Indonesia in result of insufficient number of work-field.
- · The number of unemployed people in 2007 and 2008 respectively is 10.287 and 9118.
- · The number of working-age-people is growing faster than the number of the people itself.
- · The number of educated idlers is relatively high, especially in some big cities.
- · Indonesia has a multidimensional employment problem, and it needs a flexible labor market regulations.
- · The government is paying more attention to industries that support the employment-friendly-growth
Political:
- · Bureaucratic procedure in policy-enforcing
- · President election in 2009 and the change of governmental cabinet.
Legal:
- · Law of tax policy, and trade and tariff controls in Indonesia
- · Consumer-protection legislation
Environmental protection:
- · Environmental friendly products are about to be the market trend.
- · The ozone layer of the atmosphere is getting thinner and more destructed.
- · Animal testing will never be good for the ecosystem.
- · Natural ingredients like egg, fruits, etc are much better to use than the chemical substances.
- · People have to be aware to keep the environment clean and healthy.
- People are getting more aware of global warming issues.
Product
In term of product, we are going to launch a new variant of Sunsilk Shampoo. It is Sunsilk Shampoo for Iron Heated Hair. Today, there are many women who like to make their hair with iron heated hair stylist tools, e.g hair dryer, hair curler or hair straightener. This has become a lifestyle for some modern women, because those tools are easy to use and carry everywhere, simple, and result in a good style of hair, though they know that it will be harmful for their hair. So they need an extra protection to keep their hair healthy and shiny and to prevent from hair damage. That’s why Sunsilk is carrying out this new variant. Like the other variants, we will be providing this variant in 90ml and 180ml volume package.
SEGMENTATION
Demographic
· Age : 20-25
· Gender : female
· Religion : all
· Marital status : single or young mother
· Occupation : young working women
· Income : 3.000.000-5.000.000/month and 5.000.000-7.500.000/month
Social Grade
· B middle class
· C1 lower middle class
TARGETING
The target market of Sunsilk Shampoo for Iron Heated Hair is 20-25 young aged women who likes to make up their hair with iron heated hair stylist. 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.
POSITIONING
“ Sunsilk Shampoo for Iron Heated Hair provides real solution to modern women’s lifestyle”
Price
We are offering the usual prices for both 90ml and 180ml volume package.
Place
We are going to distribute this new variant to Hypermarket (Giant, Carrefour, Hypermart, or Alfa Gudang Rabat), Supermarket (HERO, Superindo), Minimarket (Alfa Mini Mart, Indomart), and Health & Beauty Care Shops (Guardian, Century, Boston).
Promotion
We are going to do both above the line and below the line campaign. Above the line, we are going to conduct advertisements in mass media. Below the line, we are going to conduct a program called “Sunsilk Gets Into Lifestyle”. There will be an event where Sunsilk will come to big cities with road shows to find Sunsilk Lifestyle Ambasador.
The requirements:
Young Women 20-25 years old.
Young Worker.
Beautiful and Good-Looking
Proportional Body Weight and Height
Simple, Active, Smart, and Dinamic
As a pack of the road show events, Sunsilk will provide Sunsilk Hair Treatment Centre booth, where young women will be able to do hair health check, get a treatment with Sunsilk Shampoo for Iron Heated Hair and hair styling with iron heated hair stylist tool of their choice.
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