The first of these business unit strategies is cost leadership. An organization pursuing this strategy attempts to increase it is efficiency, cut costs, and pass the savings on to the consumer. It assumes that the price elasticity of demand for it is products is high or, in other words, that a small change in price will significantly affect customer demand. It also assumes that consumers are more price sensitive than brand loyal or, in other words, they see the product or service of each organization as being non distinguishable. Suave has successfully utilized this strategy in the shampoo market. Knowing that a large segment of consumers are price sensitive in purchase decisions has allowed Suave to compete quite successfully in shampoo a very competitive industry