Then our instructor told us to complete the report and submit it on 7thAugust,2011.1.4 Scope of study: 4
The books say a lot about segmenting, targeting and positioning. But the real life scenario is quite different from what is written in the book. Our basic purpose was to relate the real life scenario and the book. Through out the study and making of this term paper we have come across various situations and conditions of business which was very much different from what we learn in the classroom. For the study we did not only survey by ourselves but also interviewed the Marketing Manager of Unilever Bangladesh Ltd.5
2. Objective and methodology2.1 Objective of the study:To know about Sunsilk.To know about the difficulties faced by Sunsilk.To know about the growth strategies used by Sunsilk.To know about various promotional strategies of Sunsilk.To know about the 4 P’s of Sunsilk.To analyze the strength and weakness of their product2.2 Methodology:2.2.1 Research method:It is said that Sunsilk is one of the largest sellingshampoos in Asia, Latin America and Middle East. Our purpose is to prove thatthis fact is right about Sunsilk and verify its strength and weakness. In order toreach in our destination or to complete the report with proper and relevantinformation we collected data from several sources. We collected data from bothprimary and secondary sections. 2.2.2 Primary source:The primary source was the survey that we planned bypreparing questionnaire to analyze the view point of the consumers. The6
questionnaire was based upon “Sunsilk” the brand name and also the product“shampoo”. Samples of the questionnaire are given in appendix. We selectedhundred random people of different age groups and professions and asked them tofill up the survey form. After collecting all information we thoroughly wentthrough each answer and analyzed the percentage.As the primary source we as well interviewed the marketing manager of Unilever.We as well analyzed the information he gave verbally about their product.2.2.3 Secondary source: The secondary source is the documents shown by thecompany Unilever on Sunsilk and the generalized report on “Unilever”. We aswell browsed internet to collect relevant information.2.2.4 Limitations of the study:We faced lots of problem to complete this termpaper. Collecting information from corporate level is very much tough, not onlythat we spent most of our time to prepare this term paper so that, it looks betterand alsoerror free.The employees of the company were not very friendly to give their corporateinformation showing the reason of security and privacy. The information givenwas insufficient for marketing undergraduate students. Some of their informationreally puzzled us. Yet we hope and believe that we have succeeded in makingstandard term paper.