...Sunsilk shampoo is a product offered by Hindustan Unilever as a part of Personal and Healthcare division of the company. Under the Sunsilk Brand, HUL has offered hair care products ranging from shampoos to conditioners to Hair-Serum to other Hair care products. Different Sunsilk shampoos are: Sunsilk : Sunsilk - Anti dandruff – blue; Sunsilk damage repair – orange; Sunsilk thick and long – pink; Sunsilk soft and smooth – yellow; Sunsilk black shine – black; Sunsilk hair fall - gold Sunsilk Naturals Range: Sunsilk Naturals Silky Strength with Henna & Lotus extracts, Sunsilk Naturals Black Shine with Amla & Sunflower extracts, Sunsilk Naturals Curl Control with Milk Proteins, and Sunsilk Naturals Anti-dandruff with Curd and Lemon. Color and Shine Range: Sunsilk for Red hair, Sunsilk for Dark Brown hair and Sunsilk for Black hair Fig1. Sunsilk Color and Shine shampoo for Brown Hair Customer-value hierarchy The Customer-value hierarchy has been followed by the company for Sunsilk shampoo as mentioned below: Core Benefit – Through Sunsilk shampoo, the company has provided solution for the core benefit of cleansing of hair, especially to women. Basic Product – This benefit has been translated in the form of shampoo which offers cleansing along with conditioning (shampoo plus conditioner). Expected Product - The product has been offered as different types of shampoos on the basis of hair types (Dry, Normal, Oily) and desired results (Anti-Frizz...
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...IIBM Institute of Business Management Marketing Management www.iibmindia.in Subject: MARKETING MANAGEMENT Credits: 4 SYLLABUS Concepts of Marketing Management: Definition and Concepts: Definitions of Marketing, Scope of Marketing; Core Marketing Concepts: Concept of Demand and Supply; Transaction; Major Marketing Management Philosophy; Social Marketing Marketing Environment - Internal & External Marketing Environment Forces; Macro Environment; Micro and Internal Environment; Factors Influencing Consumer Buyer Behavior; Buyer Decision Process; Inputs for Buying Decision Process; Consumer Trends; Market Segmentation Process. Developing Market Strategies and the Offerings Part –I Positioning and Differentiation: Concept, Positioning according to Ries and Trout, Various Tools of Differentiation; Product Decisions and Strategies; Product Mix; Product Life Cycle; Brand Positioning; Brand Identity; Equity and Packaging. Developing Market Strategies and the Offerings - Part II: Introduction to Service Marketing; Differentiating Services; Product and Service Price; Response to Change in Price; Pricing Strategies. Delivering Marketing Programs – Part I Marketing through Channel Partners; Wholesalers and Retailers: Current Trend; Channel Management. Delivering Marketing Programs – Part II Market Communication, Process for Effective Communication; Advertising; Different Advertising Media; Sales Promotion; Public Relations; Direct Marketing; Personal Selling:...
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...Abstract : Few years back insurance was an arcane word for all of us. Insurance is no longer an unexciting business and the insurance advisor an apologetic salesman. New entries have actually changed the rules of the game in the insurance industry. One such change that has made a huge positive impact in the minds of Indian consumers is the product innovation by the insurance companies. New products are being launched; new distribution channels opened and thousands of sales advisers and managers are being recruited every month. This rapid change is demanding new regulations, new methods of management, new methods of operation and ofcourse considerable development in knowledge, attitude and skills of the workforce. Such times demand business/ output focused people who think widely, are confident about taking risks and decisions and prioritise their own and others’ actions to achieve the business need. Without these attributes the growth pattern that has begun will not be sustained. So are these attributes being developed in people? People know what they should do but they do not necessarily know how to do it. This study is well ahead to evaluate the effectiveness of Insurance Advisors. *, * * Faculty in Prestige Institute of Management, Gwalior * * * , * * * * , * * * * * Alumni, Prestige Institute of Management, Gwalior Introduction Today’s insurance market is increasingly complicated, with a rapid trend toward the diversification and commoditization of insurance products. As insurance...
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