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“Softness, shine, and manageability of hairs.


Introduction

Sunsilk is a hair care brand,


primarily aimed at women,
produced by the Unilever
group. Sunsilk is Unilever’s
leading hair care brand, and
ranks as one of the Anglo-
Dutch conglomerate's “billion
dollar brands". Sunsilk
shampoos, conditioners and
other hair care products are
sold in 69 countries worldwide.
Key facts


Number 1 in Asia, Latin
America and the Middle East

Sales of more than €1 billion a
year.

Selling in 80 countries.

Also sold as Elidor, Hazeline,
Seda and Sedal.
 Recent Awards: Holds the
Guinness World Record for the
most heads of hair washed and
styled in one day
Objective

 To know about the Sunsilk.


 To know about the competitive positing of the Sunsilk.
 To know about the branding strategies used by Sunsilk.
 To about the various promotional strategies of Sunsilk.
Point of parity
(POP)

 For an offering to achieve a point


of parity on a particular attribute
or benefit, a sufficient number of
customers must believe the
brand is “good enough” on that
dimension

Like others SUNSILK consists of


such POPs are:
 Dream soft & Smooth
 Stunning Black Shine
 Lusciously Thick & Long
 Anti-Dandruff Solution
 Hair Fall Solution
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

 With point of difference, the brand must demonstrate clear


superiority.
 Sunsilk’s PODs is Co-creation. They came with this idea to
grab the market and to be superior in the market. From
2009 Sunsilk started working with a number of
professional hair "experts" to develop new and improved
products. Each hair “issue" variant links to an "expert”
with the relevant specialist hair knowledge.
Branding strategy

 Branding Decisions: Branding strategy is one of the most


vital decisions taking by marketers. It is a strategy, which
brings lots of positive feedback for a firm.
 Indivual name: Unilever follow individual name for setting
brand name for their different products, such as Sunsilk,
Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care.
 Brand Elements: Brand elements can play a number of
brand building roles. Band elements are those trademark
able devices that identify and differentiate the brand.
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Brand Elements

 Memorable: every consumers mind catches the brand name.


Their marketing programs set the brand name in consumers
mind. Their short brand name such as: Dove, ponds, Sunsilk
etc are easily memorable.

 Meaningful: Every consumer has a clear meaning about


sunsilk. Consumer thinks about sunsilk as a product which
solve their problem relating with hair. 

 Likable: From our research we found that most of the people


like the brand verbally and visually. 

 Protectable: The brand name is legally and competitively


protectable. The brand retain their trade mark rights and not
generic.
Target market of Sunsilk

 The main target market of


sunsilk is females
between the ages group
16-40 belonging to the
middle & lower income
classes.
 Sunsilk target its market
on the basis of consumer
buying behavior, income
level, and purchasing
power of people.
Identifying competitors

 Classes of competitors: In urban areas, Sunsilk is acting as a


market challenger against Head & shoulder.
 Competitor review: The major competitor of sunsilk in rural
areas is BIO AMLA and in urban areas sunsilk mainly cut
throat of Head & shoulder.
Market share: Sunsilk as a market challenger, they are
steadily gaining market share. At present market
situation, they capture 34% of total market share.
Mind Share: To buy a shampoo rational consumers firstly think
about Sunsilk due to the promotional strategies of sunsilk. So
that Sunsilk rapidly increase their mind share.
Heart Share: Due to reach product and marketing
attributes & features sunsilk’s mind share in total
competitive market is higher than any other brand.
Consumer choosing sunsilk as their first choice.
Competitive Strategies for Sunsilk

 Expanding the total market: Sunsilk is very sensitive to


increase its market.
 New customers: Sunsilk trying to attract buyers who are
unaware of the product or who are resisting it because
lack of such features. Sunsilk using market penetration
strategy, new market segment strategy and
geographical expansion strategy for searching new
consumers..
 More usage: Sunsilk recently increase the amount, level
and frequency of consumption. It also improves
packaging and redesigns the product.
Competitive Strategies for Sunsilk
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 General Strategy:

 Flank Attack: Sunsilk can


follow segmental strategy.
In market Head & shoulders
targeting mainly high and
middle class people but big
portion in lower class
consumer could not adopt
their product. So, Sunslik
can targeting the lower
class, who have lower
income and launch new
product at a lower price.
Competitive Strategies for Sunsilk
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Frontal Attack: Sunsilk can


launch new shampoo
combining conditioner, anti-
dandruff, and shinning in a
one product as follow as
Head & Shoulders.
Bypass Attack: Sunsilk can
introduce anti-dandruff
shampoo and provide an
extra conditioner in a
package.
Communication Tools of Sunsilk

 Electronics Media
 Print Media
 Billboards
 Giving out free Samples
 Advertising Alliance
Recommendation

1. Unilever must focus on social responsibility, to


maintain image among customers, mainly
advertisement covers huge expenses of sunsilk,
but we recommend them to cut their
advertisement expenditures, in the economic crisis
and should more focus on social responsibility.
2. People are familiar with Sunsilk, however they
are not interested in whether it is a unilever
product or not. Through extensive marketing
methods unilever should make people aware of
the fact that it is a Unilever Product and not just
any product so that the brand loyalty increases
and people purchase its product due to its brand
name and not just the product name.
Conclusion

Sunsilk has huge potential of rural


market 72% of total population but
not yet develop a successful
strategy to penetrate this market.
The success of sunsilk emulated
which captured the rural market by
two strategies- Develop strong
distribution structure and
Adopting packaging and pricing.
Sunsilk increase buying of raw
material so that it does not have to
suffer devolution and continuously
increase in tariff rates.

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