Shopper Marketing – Term Presentation

Brand – Sunsilk

Submitted to – Sir Atif Farooqui

Submitted by – Mukarrum Ali Khan
Samrah Khan
Ayesha Shafi
Rymsha Anis
Fiza Hameed
Table of Contents
TRADE CATEGORY PLAN

1 DEFINING CATEGORY 6 MARKET DEVELOPMENT MODEL 11 CHANNEL PRIORITY MATRIX

2 CATEGORY BREAKDOWN 7 CATEGORY POWER ENABLERS 12 WHALE CURVE

3 ROLE OF CATEGORY 8 CHANNEL CONTRIBUTION 13 PLANOGRAM

CONTRIBUTION OF PLAYERS IN
4 CATEGORY SIZE 9 14 EXECUTION IMPLICATION
THE CATEGORY

5 CATEGORY SEGMENTATION 10 CHANNEL CONSTRUCT 15 RECOMMENDATIONS

Defining Category:
Shampoo has:
• detergent molecules
• hydrophobic and hydrophilic
01 02 shampoo has been evolved
from:
• the basic need of cleaning
portion, one’s hair into
• to bind to the sebum when you • moisturizing dry hair,
rinse your hair, • cleaning up dandruff,
• the detergent is swept away by • showing the prestige in
the water, choice of grooming yourself
• carrying sebum away with it.

Shampoo is used by
• Male,
• Female,
03
• Trans or
• Children basically any
human.
• Most frequent users of
shampoo are women.
Category Breakdown
FMCGModern Trade:
Retailer must
Food &ensure Personal
clear
Homecare
Beverage care
visibility for
shoppers.
Hair care Skin care Oral care

Serum &
Shampoo Conditioner Colorants
Oils

Regular
Shampoo
Dry Shampoo Modern Trade:
All SKUs must be placed
strategically, preferably
Variants:
Colored Hair Shampoo Variants: in the impulse zone, to
Dry & Damaged Hair Dry Shampoo Bars encourage impulse
Shampoo Essential Oils Dry buying.
Shampoo
Clarifying Shampoo
Volumizing Shampoo Herbal Powder Dry
Shampoo
Organic Shampoo
Role of Category:
General Trade:
Modern Trade:
Placement is equally
Retailer must important for kiryana
ensure clear stores/side street
visibility for vendors.
shoppers.

In-
GT:
Store
Sachets and
small bottles (180ml, Modern Trade:
200ml in case of All SKUs must be placed
Sunsilk) must be strategically, preferably
placed to increase near the impulse zone,
recall and encourage to encourage impulse
impulse buying. buying.
Category Size - Sunsilk
T S
T – Totally Domestic Produced ($) S – Satchet and small
Total domestically produced is of $240 million I 15% M 25% of 240 million and 35% is
and further categorized in satchets and allocated for satchets and small
different ml bottles. Sunsilk mls of 180-200 ml bottle
85% 10%
I - Imported D L M – Medium
15% of the total Sunsilk in 30% of the total value is
Pakistan is imported. allocated for Medium size 200-
400 ml bottles.

D – Domestically Produced L – Large

85% of sunsilk is produced domestically in Only 10% of the total sunsilk
Pakistan. produced domestically consist of
700 ml bottles.
CATEGORY SEGMENTATION:

Segment Sec Consumption Geography Point of Weight

• Satchet • Sec C Pattern • Rural Purchase •5.5 ml
• Small • Sec B & C • Lower Class • Rural & Semi • Kiryana, Kiosk •180 ml
• Medium • Sec B & A • Lower and Urban • GT, LMT •200 ml – 400
Middle Class
• Large • Sec A & B • Semi Urban & • CSD, LMT, GT ml
• Upper middle urban
Class • LMT, IMT •700 ml
• Upper Class • Urban
MARKET DEVELOPMENT MODEL:

HOW?
Through IMC, a 360 degree
promotional plan through WHO?
billboard, advertisement, social For girls of all ages belonging
media campaigns, games, from different classes; rural,
newspaper, brochure etc. semi urban and urban. With
WHY? different size ranges according
to every girl’s convenience.
Sunsilk provides wide range of
shampoo for all hair types 03
including colored hair. The sizes
vary according to the prices so
that shopper can purchase the 02 WHAT?
product according to their
preferred type and range.
04 Shampoo for all those girls who are
worried about dull, frizzy, and dirty
01 hair. Sunsilk promises carefree, shiny
and easy to manage hair, anytime,
anywhere.
CATEGORY POWER ENABLERS:

Festival Style
Wedding, parties, events
The perfect hair raises the
confidence of the girl. Trendy
and up to date hair do.

Sunsilk

Hair Type Affordable

Different variants for different Different sizes according to the
hair type need of shopper
Channel Contribution

Insights:

• The data here reveals that Sunsilk heavily

relies upon the modern trade channel for
sales. 20%

• Wholesale, general trade and modern

trade contribute over 20%, 25% and 55%
25%
to the sale respectively.
55%Trade:
Modern
• 75% of the MT sales is generated by LMT All SKUs must be placed
whereas the rest i.e. 25% is generated by strategically, preferably
IMT. in the impulse zone, to
encourage impulse
buying.

Wholesale General Trade Modern Trade

CONTRIBUTION OF PLAYERS IN THE CATEGORY
Insights:

• Unilever continues to be the market 50%

leader in the haircare category
holding 50% share of the entire
market with Sunsilk holding 20% of 20%
the entire share.
20%
• L'Oréal and P&G equally hold a 20%
share each.

• The rest i.e. 10% is owned by

10%
Mushroom brands existing across the
category. Mushroom Brands L’Oreal Unilever P&G

Mushroom Brands L’Oreal Unilever P&G

Channel Construct:

Unilever

Modern GENERAL Large

Trade TRADE Groceries
Wholesale

KIRYANA SMALL PAN SHOP AND

LMT’s IMTS
STORES GROCERIES KIOSKS
Channel Priority Matrix
Channel 5.5 ml 180 ml 200 ml 400 ml 700 ml Total

Wholesale 45 25 20 9 1 100

General Store 17 30 37 12 4 100

Kiryana 48 18 20 12 2 100

IMT 0 20 26 37 17 100

LMT 0 25 36 30 9 100
Whale Curve – Sunsilk SKU’s
9
8
8
7
7

6
Profitability

5 4.5
4
3
3
2
2
1
1

0
0 1 2 3 4 5 6 7
Units Sold
Sunsilk’s Planogram:
PLANOGRAM
LONG & HEALTHY SHAMPOO
50%
STUNNING BLACK SHINE SHAMPOO

LUSCIOUSLY THICK AND LONG

SHAMPOO

HAIR FALL SOLUTON SHAMPOO

40%
ANTI BREAKAGE ALMOND AND
HONEY SHAMPOO

FIG AND MINT REFRESH SHAMPOO

IMPORTED SHAMPOOS 10%

Execution – General Trade
Sunsilk 2 sku’s are relevant in general trade as
Execution Implication the general trade includes kiryana stores and
local small grocery shops also known as
Priority Brand Rs 10rs and 230 rs muhallay ki dukan. Their target audience is Sec
B and Sec C hence the specific category is
Priority channel General Trade
allotted for them.

Assortment Merchandising Pricing Promotion

• Black Shine • Gandolas • Prices are • Buy one

• Long and • Front always the carton, get 2
Healthy Shelves same. bottles free.
• Hair Fall • 100% local • One
solution • Order conditioner
• Lusciously booker free on
thick and ensures the every carton
long shelf
placement
Execution – HPO’s HPO means High Potential Outlets, these are those
stores in which shopper can enter and self serve
Execution Implication mostly. These are also a sub channel of general trade
means larger than general store and smaller than
Priority Brand Rs 230, Rs 430 and Rs 699 Grocery stores. E.g: Tayyabi Mart , One Ten Mart

Priority channel HPO’s

Assortment Merchandising Pricing Promotion

• Black Shine • As per • Prices are always • Shelf talker

• Long and Healthy planogram. the same. • Floor branding
• Hair Fall solution • Over the • Gondolas
• Lusciously thick Counter racks
and long • 95% Local and
• Anti Breakage 5% Imported
Almond and • Different Order
Honey booker
• Fig and Mint responsibility.
Refresh • Sometimes
separate
merchandiser
Execution – Modern Trade
Modern trade has 2 sub categories IMT and LMT,
Execution Implication then LMT has sub categories including Petro marts,
retail chain stores such as Imtiaz and Chase-Up and
Rs 230, 430, 699 and IMTs like Carrefour and Spar.
Priority Brand
Imported
Priority channel Modern Trade

Assortment Merchandising Pricing Promotion

• Black Shine • As per • Prices are • Gondolas in

• Long and planogram. always the category
Healthy • 70% Local same. • Shelf talker
• Hair Fall solution • 30% Imported • Wall branding
• Lusciously thick • Separate • Buntings
and long • Merchandiser • Packs
• Anti Breakage • Category
Almond and dressing
Honey • Aisle bridge
• Fig and Mint
Refresh
• Imported
 SHAPMOO & HAIRCARE SKIN CARE FEMININEHYGIENE CROCKERY

HAIR OIL /GEL FACE WASH /LOTION

OFFICE
DEODRANTS

HAIR COLOUR
BEAUTYSOAP HANDWASH ROOM SPRAY ORAL CARE

ENTRANCE
CROCKERY
CROCKERY

DOVE / CAPRIDETTOL PALMOLIVE SAFEGUARD LIFEBUOY LUX TISSUES

ANIMAL FOOD PLASTICBOX CAR CLEANING SHOE POLISH DISHWASH

ELECTRONIC
&
KITCHEN
APPLIANCES
DETERGENTS WASHROOMCLEANERS CHEMICAL SECTION

Dairy TEA TEA WhITNER COFFFEE MILK

PERFUMES
&
MAKEUP

SNACKS CEREALS BISCUITS KNorr

KETCHUP SAUCES MAYONNAISE PICKLES JUICES

COSMETICS
&
PASTA OLIVES MUSHRROMS
SPICES

dessert CHOCOLATES CANDY

DRY FRUITS
STORE LAYOUT
LENTILS

STAIRS

COUNTER
baker
FUITS/ VEG

Cheese
FLOUR

y Beverages &Butter
EXIT

COUNTER
EXIT

DAIRY PRODUCTS
FROZEN

COUNTER oil
rice

EXIT

COUNTER MEAT SHOP

Pharmacy
Recommendations:

All Lmt’s Conditioner gondolas

Specify the Sku’s should have should be placed along
attributes same sku’s. with shampoo variants.