Sunsilk Phase 1

In: Business and Management

Submitted By dawer
Words 896
Pages 4
Marketing Project
Phase – II

Market Segmentation for Sunsilk
Sunsilk’s market segmentation is Demographic as they target customers based on their gender and age. The target segment for Sunsilk is young girls and women from age 16 to 40 but, we see that in their promotional campaign Sunsilk targets the whole market irrespective of the age. Initially sunsilk’s target customers in terms of income were the upper middle class women because of the expensive offerings but later on, they started targeting people of all classes irrespective of their income by introducing shampoo in small sachets which provided the same premium quality product to the lower income class as well thus, expanding their target audience.

Perceptual Mapping

Attributes under consideration: Quality (x-axis) and Price (y-axis)
Response generated: 15 girls/women
This perceptual mapping helps the company identify how their customers react to their product viz a vee other competitors.
The following table holds the prices and the average ratings in terms of quality given by selected consumers:
Product Price Average Ratings by Consumer
Garnier 250 7.333333333
Sunsilk 170 6.866666667
Clear 175 4.866666667
Pantene 160 6.866666667
Dove 210 7.066666667
Head & Shoulders 170 6.333333333
Lifebuoy 105 3.6
Medicam 55 2.6

Mapping:

Type of Product

Sunsilk at first was classified as a shopping good since consumers compared characteristics of it with other brands available before buying, but after introducing small sachets and due to the fact that consumers can buy it on a regular basis, sunsilk is now considered as a staple good as well.

Product Attributes

The benefit that Sunsilk brings towards its customers lies in the fact that it has an established brand name, in fact the most established in many countries. It also provides variant solutions for different hair…...

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