Marketing Mix Analysis of Sunsilk Shampoo

Marketing Mix Analysis of Sunsilk Shampoo

Abstracts

        This papers main purpose is to illustrate the marketing mix of 4’s P that help Sunsilk Shampoo product to align with target customer and increase customer loyalty. The papers also discuss about what strategies and plans Unilever have done till date increase brand position in market.

Marketing mix analysis of Sunsilk Shampoo

        Generally, Marketers leans to start the industry and its success only possible when they put the right product in the right place, at the right price and at the right time. Marketer must produce product based on certain group of people’s need and want, keep it on sale where same customer visit regularly, and fixed price of the product at that level that match the value of the expect; and do these activities at the time the customer want to purchase. Then marketer can have right decision and plans (Goi, 2009). For this strategies, marketer should research to find out what customer want, and identify where they usually go for shopping. Then, marketer estimates the prices of the product that represent value to customer from their competitors (for example, Sunsilk to Pantene) and collect all these data at the critical time.

        If marketer miss out one of these element, it can spoil their whole strategies and plans (Kellerman, Gordon and Hekmat, 1995), for instance, promoting car about its amazing fuel-economy in a country where a fuel is very cheap, produces fertilizer after agriculture seasons passed out, selling a product at a price that’s too high- or too low- to attract the target customer. Therefore, marketer should learn the concept of marketing mix founded by Mc Carthy’s (1984). Kotler and Keller (2015) classified marketing mix of Mc Carthy’s into four categories; they are product, price, place and promotion.

Product

Unilever Company have made different types of product based on customer’s want in India and Nepal market. The variety of Sunsilk shampoo are dream soft and smooth shampoo, lusciously thick and long shampoo, damaged hair reconstruction shampoo, radiant shine shampoo, perfect straight shampoo, anti-drandruff shampoo, black shine shampoo (Ankita, 2015). The marketer have differentiate and use different constituent of elements based on the price of shampoo or marginalize the price based product cost this product. For examples, black shine shampoo is used for all types of hair skin, the market price of it is cheaper than other variety of shampoo. Similarly, damaged hair reconstruction shampoo is used only few people who have hair fall problem, the market price of it is higher. In the context, the marketer have put the prices based on the demands; higher volume production-low margin and low volume production- high margin.