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Management Integration System Learning Guide For The Training Program Virtual Technology

This document provides information about Unilever, the company that produces Sedal shampoo, and details about the Sedal shampoo product. Unilever was formed in 1930 through mergers and has expanded through innovation, marketing, and market research. In Peru in 1996, Unilever acquired several companies to enter the consumer market. Sedal shampoo is one of Unilever's products in Peru. The shampoo market is very competitive, so Sedal offers different formulations to meet various hair needs like curls, growth, dandruff, black hair, and damaged or dry hair.

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Nidia Castro
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75 views3 pages

Management Integration System Learning Guide For The Training Program Virtual Technology

This document provides information about Unilever, the company that produces Sedal shampoo, and details about the Sedal shampoo product. Unilever was formed in 1930 through mergers and has expanded through innovation, marketing, and market research. In Peru in 1996, Unilever acquired several companies to enter the consumer market. Sedal shampoo is one of Unilever's products in Peru. The shampoo market is very competitive, so Sedal offers different formulations to meet various hair needs like curls, growth, dandruff, black hair, and damaged or dry hair.

Uploaded by

Nidia Castro
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MANAGEMENT INTEGRATION SYSTEM

LEARNING GUIDE FOR THE TRAINING PROGRAM


VIRTUAL TECHNOLOGY

SEDAL SHAMPOO

NIDIA HASBLEIDY CASTRO BARBOSA

GERMAN OSWALDO ALVARADO TORRES


VIRTUAL INSTRUTOR

NATIONAL LEARNING SERVICE SENA


MARCH OF 2019
SEDAL SHAMPOO

UNILEVER was born in 1930 from the merger of the Dutch Margarinas Unie dedicated to
the food industry, and the English Lever Brothers, who were dedicated to the production of
soaps.
Since its inception, UNILEVER has been expanding and diversifying thanks to the
innovation of production processes, the development of a good advertising strategy, the
distribution of its products and marketing research, this last practice has led to a notorious
market leadership until today.

In the 90s, economic policies encouraged foreign investment. That is why, in 1996,
UNILEVER buys Industrias Pacocha S.A., ensuring its presence in the local consumer
market thanks to the trajectory and growth that its predecessor was winning in years. This
allowed him to start a diversification strategy that consisted in the incorporation of new
product lines. Hence, it buys Productora Andina S.A. who was in charge of the production
and commercialization of creams Pond's, Industrias Ventanilla S.A. who produced
detergents, and Condiment Foods S.A. Tea and Infusions producers.

Thanks to the implementation of the new corporate strategies, UNILEVER has been
consolidated in its levels of profitability and market share, sufficient reasons to consider it
as one of the leading companies in the mass consumption market in Peru.
In the year 2000, UNILEVER acquired Best Food, a company in charge of manufacturing
leading products in the food industry. This led him to carry out a reorganization process
that included sales of subsidiary companies, finally being a company dedicated to the
production and marketing of food and cleaning products and toilet.

It currently has offices in more than 75 countries around the world, having in Latin
America presence in 19 countries with 13 plants.
UNILEVER in Peru, being one of them the case of SHAMPOO SEDAL NATURALS
HIDRATACION.

Introduction

One of the most competitive markets and constant variation in strategies is personal care,
which shows changes and new proposals closely linked to fashion and personal appearance
management that consumers seek to differentiate themselves from each other. In this
context, the field of hair care, and especially the shampoo market, has become very
dynamic where day-to-day competitors try to meet the needs of their consumers. This time
we will deal with the specific case of SEDAL SHAMPOO, we will address the issue taking
into account both the company and the product, we will analyze their skills, their marketing
policy to overcome their competitors and also their elasticity.
Presentation of the product

Consumers identify SEDAL as a product that improves personal appearance by having a


beauty solution for each type of hair. Hence, many identify the brand as "Sedal brings out
the best in you" or "Sedal understands what your hair needs"

SEDAL leaves hair soft and shiny, avoiding its fall in all its presentations: for curls, for
growth, for dandruff, for black hair, for ceramics and for hair exposed to resistant climates.
SEDAL, as slogan says, has a solution for hair care. And before the market is identified by
the different presentations of shampoo:

• For hair with severe damage


• For dry hair • For straight hair
• For curly hair
• For battered hair
• Vital color shampoo

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