Holistic or Sustainable Marketing

This is a strategy that is developed by thinking about the business as a whole, its place in the broader economy and society and in lives of its customers, to develop and maintain multiple perspectives of the company’s commercial activities. Holistic marketing recognizes that everything matters in Marketing and that in Integration.

 This holistic approach is a very new concept introduced in business, but attract very large number of marketers because it helps them to create value both for the buyer and seller also. In other words it is bringing everything together.

The main components of holistic marketing are- 

Sunsilk Shampoo‟s are under the flag of Unilever which would like to make an announcement and awareness to the society by conducting a campaign starting from July 2009 to December2009. The campaign is objected to achieve the positive feeling about the brand, develop and maintain regular  use of backstage, create the interest and awareness of the brand.

Internal Marketing- includes the internal management system, marketing department and collaboration of other departments with the marketing departments.

Integrated Marketing- involves the product strategy, pricing strategy, promotion strategy, and communication strategy and placing strategy.

Like product strategy of sunsilk when it launched the new concept of color shampoo under the brand name of SUNSILK which is already famous all over the world. This is the advanced form of shampoos and new feature add up in the shampoo which is coloring hairs as well as removing dandruff and cleaning hairs.

Performance Marketing- involves following activities like how to sell the product, what is brand and customer equity, what is legal and ethical responsibilities for company and product as well.

Relationship Marketing- that includes relationship with customers, partners, employees and competitors.

Sunsilk is good in the market about to the social environment. Sunsilk looks after all issues related to social and environment. Sunsilk take care of its employees about their health and safety and it has decreased the % of accidents happened on work.

Sunsilk is very conscious about its customers so Sunsilk make quality products. So company has maintained good social and environmental standards in the market. Company is also doing so many social welfare works like world food programme.

Sales management

Sale- Any of a number of activities designed to promote customer purchase of a product or 

service is Sales. Sales includes stages such as assessing customer needs, presenting product features and benefits to address those needs and negotiation on price, delivery and other elements.

Sales Management: The planning, direction, and control of the personal selling activities of a 

business unit including recruiting, selecting, training, assigning, supervising and motivating as these tasks apply to sales force.

Awareness- The key stage where the message of the brand is communicated to make the consumer aware. Sunsilk scores high on brand recall. As Sunsilk products are pretty much considered as a convenience product that is frequently purchased, they are available almost at any major super market that is within close proximity with home neighborhoods. Hence, comparatively, only minimum effort and time are needed in order to purchase Sunsilk’s products as they are readily available in many places. Sunsilk, however, can be easily substituted by the products of its competitors, such as Dove, Herbal Essence and Pantene. However, Sunsilk has been able to differentiate itself from its competitors by having high product awareness among.

Leads:  A lead is a prospect that meets specified criteria(Fit, behavior, interest, intent) as determined by mutual agreement between the sales and marketing team. For sunsilk shampoo, it offers a young girls, women’s from dry and roughness, dandruff hair.

Prospects: The qualified prospects are the specific target group that would be motivated to purchase the product. Sunsilk  assesses its target group from time to time to identify any changes on consumer preferences and tastes. Currently, it focuses on young girls, women’s of all ages.

Sales: The final stage in the sale funnel With reference to sunsilk   sales happens through retail outlets where consumers walk in and purchase their "trusted" hair care, which comes at a reasonable price and is easily available.

Analyzing Consumer Markets

“Consumer behavior is the study of how individuals, groups and organizations select, but,use and dispose goods services, ideas or experiences to satisfy their needs and wants”. Consumers make many buying decisions every day. A consumer buyer’s behavior is influenced by cultural, social and personal factors.Cultural factors exert the broadest and deepest influence.

Characteristics affecting consumer behaviour

Social class- Sunsilk is good in the market about to the social environment. Sunsilk looks after all issues related to social and environment. Sunsilk take care of its employees about their health and safety and it has decreased the % of accidents happened on work.

Sunsilk is very conscious about its customers so Sunsilk make quality products. So company has maintained good social and environmental standards in the market. Company is also doing so many social welfare works like world food programme.

Cultural factors- Sunsilk affected by cultural factors because people in different cultures like different products like in cities people like all quality products but mostly in rural areas people are not aware about quality products. Some people tend to believe in a product launched by a big, famous and powerful company.

Political: Sunsilk has a good relationship with government. Any country’s government impose tax and some other fiscal burden on the companies but Sunsilk is giving all taxes and accepting all government’s policies. Sunsilk does its entire works like production, employees under the government policies.

Economic: Sunsilk is growing in the Western European. So in these countries competition is increasing and customers want good quality and cheap products. So Sunsilk has all quality and cheap products that by Sunsilk is growing in these countries. But in some countries like France and Netherlands, company is facing difficulties during to competition.

Technological: Sunsilk has good improvement on information technology. Sunsilk using information technology for improving brand image and quality of its products.It is good source of success of Sunsilk and different from its competitors.

The buyer decision process

Need recognition – This is the first stage of the buyer decision process in which the consumers recognize a problem or need of using shampoo to protect his/her hair from drying, or for cleaning by nourishing the hair.

Information search – if a customer’s decides to buy a shampoo, he takes info from several sources.

Personal source (family, friend, neighbour etc.)

Commercial sources (advertising, sales people and dealers)

Public sources (mass media)

Experimental sources (handling, examining)

Evaluation or alternatives– The stage of the buyer decision process in which the consumer uses information to evaluate alternative brands in the choice set. E.g. it can be price, quality, reputation etc.

Purchase decision

The buyers decision about which brand to purchase. In the evaluation stage consumer ranks brand and forms purchase intentions. In executing a purchase intention, the consumer makes up to five subdivisions: brand (brand A), dealer (dealer 2), quantity (one computer), timing (weekend), and payment method (Credit card).

Analyzing Business Markets

     

       BUSINESS MARKET DIFFERS FROM CONSUMER MARKET

BUSINESS MARKET- consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.

- Derived, inelastic and fluctuating demands

-Professional and direct purchasing

- Many buying influences

- Close supplier

- customer relationships

-Multiple sales calls

- Geographically concentrated buyers.

BUYING SITUATION

New Task- The purchaser buys a product or service for the first time. (like buyer purchases the sunsilk shampoo for the first time.)

Straight Rebuy- Purchasing dept. reorders on a routine basis & chooses from suppliers approval lists.(examples: supplies- raw materials for the shampoo making)

Modified rebuy: a buying situation in which the buyer wants to modify product specifications, prices, delivery requirements or other terms.

Systems Buying and Selling- Many business buyers prefer to buy a total problem solution from one seller called system buying. Sellers have increasingly recognized that buyers like to purchase in this way, and many have adopted systems selling as a marketing tool. One variant of system selling is system contracting, in which a single supplier provides the buyer with its entire requirement of MRO (maintenance, repair and operating) supplies.

BUYING CENTER- Initiators- Users- Influencers-Deciders- Approvers- Buyers – Gatekeepers

Stages in the buying process

• Problem recognition- the hair wash formula that Sunsilk shampoo had was for smoothening and shinning of hair and to prevent from dandruff and hair fall. So there was a need for a supplier who would supply sodium chloride and sodium laurite sulphate to remove the dirt and retain nourished.
• General needs description and product specification- it was communicated to the people in the business for a basic product.
• Supplier search, Proposal solicitations, Supplier selection
• Order routine specification & Performance review

Conclusion-

Business markets are generally made up of businesses which buyproducts and raw materials for their own operation.

- There are a small number of big customers that account for a large % of revenue

- Products are customised for different customers. Service is highly valued- Purchases are made for others to use

- Image is important where it adds value to customers.

Branding

Branding strategy:

The branding strategy for a firm reflects the number and nature of common anddistinctive brand elements applied to the different product sold by the firm. Branding strategy   involves deciding the nature of new and existing brand elements to be applied to new and existing products

Unilever follow individual name for setting brand name for their different products, suchas Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get amajor advantage of an individual name strategies that the company does not tie itsreputation to the products. 

 Sunsilk is one of the world’s biggest, well known and well -loved hair care brands. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo- Dutchconglomerate's “billion dollar brands".
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign “Life Can’t Wait”^[4] which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives “Hair On = Life On”.

HUL has also launched the Sunsilk “Life Can't Wait” campaign (with film star Priyanka Chopra as brand ambassador) which encourages girls to live for today and make life happen. 

Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India.


Brand Elements: Brand elements can play a number of brand building roles. Band elements are those trade mark able devices that identify and differentiate the brand. Most strong brands employ multiple brand elements. Marketers choose brand elements to build as much brand equity aspossible. Brand elements such as: memorable,meaningful, likable, adaptable and protect able. We describe those elements in short asfollows:

Memorable: every consumers mind catches the brand name. Their marketing programs set the brand name in consumers mind. Their short brand name suchas: Dove, ponds, Sunsilk etc are easily memorable.

Meaningful:Every consumer has a clear meaning about Sunsilk. Consumer thinks about Sunsilk as a product which solve their problem relating with hair.

Likable:From our research we found that most of the people like the brandverbally and visually.

Protectable:The brand name is legally and competitively protectable. The brand retain their trade mark rights and not generic.

Adaptable:another fact which we saw in Sunsilk. Different pack size andnew formulas are easily accepted by the consumer

Segmentation, Targeting and Positioning

Segmentation is ‘dividing up a market into a distinctive group that has common needs and will respond similarly to a marketing action. Segmentation may be carried out on the basis of descriptors such as geographies, demographics, psycho-graphics, gender and various other factors.

SEGMENTATION

Demographic

•  Age: young age mostly youth· 
• Gender: female· 
• Religion: all· 
• Marital status: single or young mother · 
• Occupation: young working women· 
• Income: middle and upper middle class

Social Grade

 B middle class·

 C1 lower middle class

Target- The target market of Sunsilk Shampoo for Iron Heated Hair is young agedwomen who likes to make up their hair with iron heated hair stylist. Those who areactive, 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 attitudehas become their lifestyle.

Positioning-  Sunsilk Shampoo for Iron Heated Hair provides real solution to modern womens’

 lifestyle´Sunsilk was launched in1964, is the largest beauty shampoo brand in the country.Positioned as the'Hair Expert', Sunsilk has identified different hair needs andoffers the consumer a shampoo that gives her the desired results.

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 tocue the overall synergy. The range comes in premium packaging and design. Theaccent is on "It knows you, and hence knows exactly what your hair needs".Sunsilk encourages young women in India to live for today. Sunsilk helps youtransform the beauty of your hair instantly because LIFE CAN'T

WAIT!

Promotions

PROMOTION: IMC, ATL, BTL

· Build top of the line consumers’ awareness.

 · Creating a personality of the brand.

Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:

· To increase the usage.

· Conditioning benefits.

· Makes the hair appear clean and shiny.

·Imparts a feeling of freshness-due to fragrance.

· Easy to manage, silky, soft hair.

· Unique shampoo for every hair type.

· Effectively communicate brand promise.

Integrated Marketing Communication:

There are six elements of IMC mix, which are ‘advertising, sales promotion, publicity, personal selling, direct marketing and internet marketing. The elements that sunsilk uses are advertising, publicity and internet marketing.

The magazines which have become a highly specialized medium that reaches specific target audiences, will effectively support our mission to target the young adult. Several magazines such as Go Girls, Cosmo and etc will be the magazines that will be used, to attract our target market.

Public Relations: Sunsilk has good relationships to the public and giving them quality products.

Above the line marketing (ATL):

Above the line marketing mainly includes –advertising, sales promotion, events and experience, PR and publicity

§  Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the bran Sponsored short films that were broadcast during popular television shows.

§   

§  Media is a source with Sunsilk promote products.

Electronics Media:

Electronic Media has been the major factor in determining the global success of Sunsilk. In today’s world where an average middle classindividual has access to 30 to 40 channels through the cable minimum, he has the ability to view different types of advertisement just flipping the channels. Thus the consumer of today is so well posted on the fact that whenever a new product is launched, is it in the United Kingdom or in the United States, a consumer living in Asia would be well aware of the features of the products and he would know who the company is targeting

Advertising: Sunsilk ad products by TV promos, internet, newspapers.

§   Print media- Print Media advertisement is one of the common ways of advertising. The print media includingthe magazines, newspapers and brochures are relied upona lot. In print media, the importance of placing the advertisement plays an imperative part in increasing the sales of the product.

• * Internet rural campaign
• * Environment concern ads
• * Music videos
• * Free sample distribution
• * Demo campaigning

§  promotion of the products in the sunsilk range through movies such as “Fashion”, Two states and through many bollywood movies Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major cities in collaboration with famous hair stylists of the country.

Below the line marketing (BTL): BTL includes-personal selling, Direct marketing, Word of mouth, etc. This is a more personalized form of communication which is very hard to do in a liquor industry given the kind restrictions kept the governments and various regulatory body. Word of Mouth is the only source BTL possible as this is a C2C form of communication, which the consumer gets from a consumer or a peer. Word of mouth is the most trusted source of information as there the company or the brand itself is not involved but the consumer is providing a feedback on the brand/product on the basis of the experience. 

Personal Selling: Sunsilk do personal selling by promotion ads and on internet.

Billboards:

Sunsilk is using billboards for advertising its products.Everyone can see a whole advertisement like people watch on own televisions or the typeof moving and animated type of advertisements that people can see results.They are easily attracting the customers in every possible manner.

Giving out free Samples:

When Sunsilk launches the new product it provides awareness to the people by giving them free samples of that product and brochures which told the qualities of the product. Like when the new Sunsilk Black was introduced the company created awareness amongst the youth