Unilever Case Study

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Complement and Substitute

The complement product for Sunsilk shampoo is Sunsilk hair conditioner. With regular use of Sunsilk Smooth and Manageable conditioner, it can help to manage and maintain the straight shape of hair. Besides, it also creates a protective layer that helps to keep the nourishment for the hair in order the hair will become smoother. Complement goods are the goods that must be used together. For best result, use Sunsilk Smooth and Manageable conditioner after shampooing. According to the law of demand, two goods are complements if an increase in the price of one product causes a decrease in the demand for the other product. Therefore, if the prices of Sunsilk shampoo increase, the demand of conditioner will decrease.

One of the substitute products of Sunsilk shampoo is Pantene shampoo. Both of the products are with the same purpose which to repair and be smoother for our hair. Shampoo is important to us because it is our daily product. We must use shampoo to wash our hair everyday in order to make the hair clean. Substitute products are the products that can satisfy similar needs. Two products are called substitutes, if an increase in the price of the product causes an increase in the demand for the other product. On the other hand, if a decrease in the price of the product causes a decrease in the demand for the other product. It means when the price of Sunsilk shampoo increase, the demand for the Pantene shampoo will increase. However, when the prices of Sunsilk shampoo is decrease, the demand for the Pantene shampoo will decrease.

Data Collection - Stores

The data that we collected are from convenience stores, supermarkets and also hypermarkets. In convenience stores, it is included from Pok Eng Tin Enterprise Sdn. Bhd, Ng Sing Yun and Perniagaan Tenaga Cergas. Besides, we also had collected the data from supermarkets that included Pasaraya Bintang Ria, Pasaraya Aneka Sdn. Bhd, TF Value Mart and The Store. Moreover, the hypermarkets that we collect our data are AEON Seberang Prai City, Tesco Bukit Mertajam (Alma) and Mydin Mart.

Data Collection - Method

The method that we collected our data is based on observation. Everyone in our group went back to our own hometown to do our product research during the Haji holidays. Each of us collected the price of Sunsilk Smooth and Manageable shampoo, address and contact number of the shop from Bukit Mertajam in Pulau Pinang, Masjid Tanah in Melaka, Dungun in Terengganu and Lahat, Teluk Intan and Kampar that located in Perak.

PART 2

Date

Place

Shop Name

Address

Contact Number

Price (RM)

12-Oct-13

Pulau Pinang

AEON Seberang Prai City

Lot G39, Pusat Membeli Belah AEON (Jusco), Seberang Prai City, 14000 Bukit Mertajam, Penang.

04-5403150

9.90

12-Oct-13

Pulau Pinang

Tesco Bukit Mertajam (Alma)

No. 2323, Jalan Rozhan, Pusat Perniagaan Seri Impian, 14000 Bukit Mertajam, Penang.

04-5303722

12.90

13-Oct-13

Melaka

Pasaraya Bintang Ria

PT 369 & 370 Kompleks Perniagaan 78300 Masjid Tanah, Melaka.

06-3845625

14.90

14-Oct-13

Terengganu

Mydin Mart Dungun

No. 25-28, Block C, Ground Floor, Kompleks, Perniagaan Sura Gate, 23000 Dungun, Terengganu.

09-8455988

10.50

14-Oct-13

Terengganu

Pasaraya Aneka Sdn. Bhd

Lot 9325-9332, Pusat Perniagaan Sura Gate, Jalan Yahaya Ahmad, 23000 Dungun, Terengganu.

09-8444300

11.90

14-Oct-13

Terengganu

Pok Eng Tin Enterprise Sdn. Bhd

Lot 9984 & 9985, Pusat Perniagaan Sura Gate, 23000 Dungun, Terengganu.

09-8423188

11.99

18-Oct-13

Perak

Ng Sing Yun

No.4 & 5, Bukit Merah, Market Stall, 31500 Lahat, Perak.

05-3211931

11.50

18-Oct-13

Perak

TF Value Mart

Lot 925, Km3, Jalan Maharaja Lela, 36000 Teluk Intan, Perak.

05-6232503

11.90

18-Oct-13

Perak

The Store

775, Teluk Intan Branch, Jalan Ah Cheong, 36000 Teluk Intan, Perak

05-6222511

12.90

18-Oct-13

Perak

Perniagaan Tenaga Cergas

No. 2259 & 2260, Jalan Batu Sinar, 31900 Kampar, Perak.

05-4662911