"Positioning of sunsilk shampoo" Essays and Research Papers

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    INTRODUCTION The  Management  of  PROCTER  &  GAMBLE  once  stated : ” Our  business  is  based on  understanding  the  consumer  and  providing  the  kind  of  products  that  the consumer  wants. We place  enormous  emphasis  on  our  product  development  area  and  our  marketing  area‚ and  on  our  people  knowing  the  consumer.” The  human  mind  is  the  most  complex  entity  in  the  whole  universe  as  it  is  very  unpredictable  how  a  person  would  behave  in  or  react  in 

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    Product Mix Product mix is a combination of products manufactured or traded by the same business house to reinforce their presence in the market‚ increase market share and increase the turnover for more profitability. Normally the product mix is within the synergy of other products for a medium size organization. However large groups of Industries may have diversified products within core competency. Larsen & Toubro Ltd‚ Godrej‚ Reliance in India are some of the examples. One of the realities

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    Masses: Masses mostly includes people aged above 25‚ most of them are either working or housewives. Youth: Includes majorly students aged between 16-25 Masses Youth Awareness Housewives were not aware from the word as to what consumer promotion (cp) mean. Comparatively‚ males were aware of the word and considered it as a promotion for good loyal clients. After explaining they could explain consumer promotion as an offering for the consumers mainly like sales‚ discounts‚ coupons. They

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    “Of all the environmental influences on consumption decisions‚ culture is the one that is most encompassing‚ yet taken most for granted.” (p. 240 The Canadian Perspective‚ Consumer Behaviour‚ Second Edition)” The word culture is derived from the Latin word‚ cultura. Giving an exact definition of culture is not easy; in 1952‚ some researchers reviewed 164 definitions of culture. According to Hatch (1985)‚ culture is ‘The way of life of a people. It consists of conventional patterns of thought and

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    Economic Status 39 10. Other findings 47 11. Recommendations 48 12. Limitations 50 13. Scope for future improvement 51 14. Questionnaire 52 15. Appendices‚ Bibliography 57 EXECUTIVE SUMMARY “Product Positioning refers to the place an offering occupies in the consumer mind on important attributes relative to competitive offerings” (Marketing‚ Times Mirrors Mosby Publishing Co‚ 1986) -------Berkowitz‚ Kerin‚ Rudelius Kurlon ltd is the leading mattress

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    HISTORY OF UNILEVER Unilever has had a very long history with the Indian consumer. It has had its presence since 1888 when crates full of sunlight soap bars were noticed in the Kolkata Harbour with the words ‘Made By Lever Brothers’ embossed to it. This long presence has helped it have an advantage over its competitors like P&G which came in way later around 1960’s. Here is the chronology of important events of Hindustan Unilever: TIMELINE: * 1888 Sunlight soap introduced in

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    Profile 09 4 Vision 10 5 Mission 10 Slogan 10 6 Purpose 10 7 Objectives 11 8 Issues 12 9 Market review 13 10 Market segmentation 14 Demographic 10.2Psychographic 10.3Geographic 10.4Behavioral 11 Positioning 15 12 Sale Forecasting 16 12.1Introduction: 12.1Estimated: 12.1Promotion: 12.1Distributers: 12.1 Price 24 13 Competitors: 26 14 Competitor Sale Analysis 26 15 Plan 30 16 Marketing strategies 31 17 Product

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    bcg model

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    wide range of products serving the people of all ages. Unilever has more then 400 brands. 14 of which generates sale in excess of 1 billion pounds in a year. Major product lines of unilever pvt. are: Omo Blueband Axe Dove Heart brand Knorr Surf Sunsilk Flora Hellmann’s and best foods rexona These are the Brands with annual sales of one billion euros or more…. BCG model of unilever Pvt. Ltd. : According to the unilever pvt. Ltd ‚the relative market share and market growth rates of different products

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    Profile 12 2. Evaluation Process used by Consumers 12 a. Price: 12 b. Quality: 12 c. Brand Image: 12 d. Benefits Sought: 12 3. Buying Pattern by Time 13 4. Perceptual Map 13 1. Product Category: Detergents 14 2. Product Category: Beauty Care – Shampoos 15 3. Product Category: Biscuits 16 4. Product Category: Milk 17 Retail Analysis 18 FMCGs Analysis 19 1. FMCGs according to Product Category 19 2. Most sold Brands in each FMCG category 20 3. Monthly expenditure on each FMCG category 20 4

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    It became a great success story and laid the roadmap for others to follow. MNC’s like HLL‚ which were sitting pretty till then‚ woke up to new market realities and noticed the latent rural potential of India. 1983‚ C K Ranganathan started selling shampoos in a sachet with an investment of Rs 15‚000 and dared to take on the multinationals‚ Lever and P&G‚ the unquestioned leaders in that segment. . He targeted rural and small-town consumers who used soaps to wash their hair. He introduced the

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