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STP analysis on sunsilk Essay

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Executive Summary

Unilever is an Anglo-Dutch company, with a history of grand operation, on which it has gradually built its capital. Today it owns most of the world’s consumer product brands in food, beverages, cleaning agents and personal care products. Unilever Bangladesh Ltd is one of the world’s most successful fast moving consumer goods manufacturing companies with local manufacturing facilities, reporting to regional business groups for innovation and business results. Unilever brands are trusted everywhere and, by listening to the people who buy them, they’ve grown into one of the world’s most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product.

Unilever Bangladesh Limited has five departments to carry out all the organizational functions. Our report is on “STP Analysis on Sunsilk”.This report is designed in three chapters. Initially the opening words about the report were described in the first segment titled “Introduction” where we discuss about “Overview of Unilever” contains the history of Unilever, Unilever Bangladesh Ltd, and Organizational structure. Next chapter is on STP analysis. And in last part we give the conclusion and Bibliography.


The main objective of this report is to have an assessment about STP analysis. How they manage all their market segmentation, Target market and their positioning. Here we give brief idea about the company, industry and product.

Company Overview:

Unilever is a corporation, formed of Anglo Dutch parentage that owns many of the world’s consumer brands in foods, beverages, agents and personal care. It was created in 1930 by the merger of British soap Brothers and Dutch margarine producer Margarine Unit. In the 1930s the business of Unilever grew and new ventures were launched in Latin. Since then Unilever has made tremendous growth, going through economic crises like the First World War and the Great Depression. Today the company is fully multinational with operating companies in over 100 countries, employing about 179000 employees. With the onset of the 21stcentury, Unilever implemented a strategy known as ‘Path to Growth’ to transform business and to launch their Vitality mission.

With 400 brands spanning 14 categories of home, personal care and foods products, no other company touches so many people’s lives in so many different ways. 150 million times a day, someone somewhere chooses a Unilever product. From feeding one’s family to keeping one’s home clean and fresh, Unilever brands are part of everyday life. Unilever’s mission is to add Vitality to life. It meets every day needs for nutrition; hygiene and personal care with brands that help people look good, feel good and get more out of life. Here we give the SWOT analysis of Unilever:

SWOT analysis:

The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Unilever Bangladesh Ltd.


•In depth industry experience and insight
•Largest amount of share in the market
•Having a good number of established brands
•An excellent distribution network
•Competitive advantages


•Reliance on outside raw materials
•So many substitutes available in the market
•Lack of control in the market. If any disruption arises between company and distributor then the whole market suffers.
•Lack of informational reliability, since the market is too large


•Participation within a growing industry
•Utilization of changing lifestyle of people for increasing demand
•Scope of expanding the market vertically and horizontally
•Application of new tactics and surprise packages
•Niche marketing


•Threats of the market challengers
•A negative effect on people’s spending because of the current financial crisis
•Existence of political unrest though out the country

The motto of Unilever is to hold its strengths the longest time possible. It is also working constantly with a view to using its opportunities at best. In spite of being the market leader Unilever Bangladesh has some weaknesses and threats. Its research department is working hard to make strategies to overcome those weaknesses and threats.

Product Overview:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world’s leading company in hair conditioning and the second largest in shampoo.Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate’s “billion dollar brands”. Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elide, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956 and from 2009 Sunsilk started working with a number of professional hair “experts” to develop new and improved products. Each hair “issue” variant links to an “expert” with the relevant specialist hair knowledge. For example, Dr Francesca Fusco, a New York dermatologist, co-created a “hair fall” variant for the brand.

The lineup also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Color, Teddy Charles for Plumped up Volume, Thomas Taw for Damage Reconstruction, Ouidad for Defined Curls and Yuko Yamashita – inventor of Japanese hair straightening process ‘YUKO’ – for Perfect Straight. Due to need of shampoo for oily hair and dandruff unilever launch a new variant of Sunsilk having citrus extracts. The range consists of Sunsilk:

Yellow Sunsilk with Bio Proteins from Vegetable Extracts:

Normal hair needs wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful.

Black Sunsilk with Melanin from Plant Extracts:

Dull hair needs a rich black shine. New Sunsilk with Melanin extracted from plants serves this purpose very effectively. It helps in the growth and retention of the black color of hair, giving it a rich black shine.

Green Sunsilk with Fruitamins Vitamins from fruit Extracts:

Thin and limp hair needs extra body and volume. New Sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins. These vitamins help in giving extra body, shine and amazing manageability to the thinning and lifeless hair.

Pink Sunsilk with yoghurt proteins:

Dry hair needs wholesome conditioning, extra shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its especial
ingredients moisturize each hair right to its tips leaving it shiny and beautiful.

Orange Sunsilk with active nutrients from Citrus Extracts:

The advanced formula of orange Sunsilk is the result of the latest research. This shampoo is especially designed for oily hair type that looks flat and greasy due to the excess of moisture. New Sunsilk with active ingredients from citrus extracts cleans the excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it.

Industry Overview:

In Bangladesh many brands are available in shampoo category. Unilever, Square Toiletries and P&G are the leading brands. Unilever produces Sunsilk and Clear, Jui is produced by Square and Pantene and Head & Shoulder produced by P&G. Moreover, there are some low brands which are operating in Bangladesh. Unilever grab the highest market share and in the leading position.

Figure: Market Share

STP Analysis:


Geographic Segmentation

Sunsilk ignored geographic segmentation for product; sunsilk segmented the market based on intermarket segmentation. But sunsilk segmented the market based on geographic segmentation for advertising, promotion and sales efforts. Sunsilk divided the market into three groups.

1. European countries

2. Middle-East countries

3. Asia pacific countries

In those segment advertising, promotion and sales efforts should be

Demographic segmentation


Sunsilk divided the market into two groups based on gender. 1 Male consumer
2 Female consumer

Age and life cycle stage

Consumer needs and wants change with age. Sunsilk divided the female consumer market into three groups based on age.
1. Market segment of female age 16-21
2. Market segment of female age 22-40
3. Market segment of female age above 40


Sunsilk divided the market based on income. They divided the market into three groups based on income.
1. Upper class
2. Middle class
3. Lower class


Social class

Initially they launched sunsilk black shine mainly for higher class people and to some extent middle class people. Then, they launched mini pack for the lower class people.



Benefit is a factor which effect on buying decision. Sunsilk divided the market into five groups based on benefits. Each segment required difference benefit. 1. Segment “A” (who need nourishment for normal hair)

2. Segment “B” (who need a rich black shine for dull hair) 3. Segment “C” (who need extra body and volume for Thin and limp hair) 4. Segment “D” (who need conditioning, extra shine and style for dry hair) 5. Segment “E” (who need oil free hair for oily hair type that looks flat and greasy due to the excess of moisture)

Market Targeting

Market segmentation reveals sunsilk’s market segment opportunities. In this stage sunsilk had to evaluate the various segments and decide how many and which segments it could serve best.

Evaluating market segments

Sunsilk mainly targeted the female segment and ignored the male segment. At first, sunsilk targeted tow segments of female consumer which was segment of female age 16-21 and segment of female age 22-40, but in their promotional activities they focused on all female segments. Sunsilk targeted those segments because those segments were the largest, profitable and there was no strong and aggressive competitor. After, sunsilk targeted the five segments of benefit and they lunched separate product for each segment.

Undifferentiated marketing

At first, sunsilk used undifferentiated marketing or mass-marketing strategy and they ignored market segment difference and targeted the whole market with one offer.

Differentiated marketing

Sunsilk also practice differentiated marketing strategy, they targeted five segments of benefit and they brought variety in their product. They lunched five varieties product for whole market. Sunsilk target five segments and designed separate offer for each segment.


Sunsilk is already a renowned brand in the shampoo industry. As we mentioned in the earlier part of the report, they segmented and targeted their market very carefully. We give the customers more benefits with same amount of price. We try to give the best to the customers.

More for More

More for same

More for less

Same for less

Less for less

For positioning our product our tagline will be
“We care about your feeling”

Positioning Statement:
“To the young and middle age women, who have dull, oily, rough and dry hair, our sunsilk is hair solution that offers stylish, shiny, strong and oil free hair related to the competitors.”

Sunsilk is a most prominent shampoo brand in the market. Now, it is consider as a market leader based on market share and the market size. Manufacturer of leading brands, including Fair & Lovely and Lipton Tea, Our brands help people to look good, feel good and get more out of life. Celebrating life for over 40 years and today, a company bringing world class consumer products to millions of people in the country we are Unilever.

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