Executive summary

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 AngloDutch conglomerate's ³billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka and Thailand. Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping itcontemporary with the changing times and consumer preferences. Objective: To enable brand image measurement of Sunsilk.

Methodology: instrument of data collection:Questionnaire Sample size :25 respondents Instrument of data collectionLaddering/ depth interview Sample size8 respondents

The results of the survey and study conducted The survey revealed that shampoo is a product in which consumerscare about their choice between different brands. As per the analysis, Sunsilk¶s competitor brands are Clinic Plus, Garnier, Pantene and Fiama DiWills. Knowledge:Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position because of its mass appeal and the association of Clinic (Clinic All Clear with anti dandruff.).Sunsilk is high on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has always taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like µlifecan¶t wait¶. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed Habib and Samantha Kochhar. Thus, Sunsilk is high on knowledge. Presently, Sunsilk is trying to move up the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that respondents still view Sunsilk as a mass market brand.

It is a quality product at affordable price. used since many decades. When we see Sunsilk¶s Brand Stature. Differentiation:Sunsilk is second on differentiation with an 80 percentile. Thus the brand has high growth potential. Sunsilk is a popular brand. a Unilever product. affordability and constant innovation conclusions derived from the survey and study conducted Sunsilk is more towards a leadership brand. It does different things like the gang of girls.Esteem:Sunsilk is not very high on esteem. The product is relevant among wide masses because of its quality. Moreover. This could be on account of various reasons. but not high on esteem. When we see Sunsilk¶s Brand Strength. History and evolution of Sunsilk over time . Shampoos like Garnier are seen more as a premium product. it is second highest in differentiation and highest in relevance. There are a variety of reasons due to which Sunsilk enjoys differentiation. enjoys third position with a 60 percentile. Relevance:Sunsilk brand is highest on relevance. offers expertise of hair care experts like experts Jawed Habib and Samantha Kochhar. it is second highest in knowledge. The reason probably could be it is seen more as a mass product and lesser as a premium product. it has wide variety of variants to cater to different consumer preferences.

At the time. red and gold tints. In 1969. and so meant washing less natural oils from the hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out. normal and greasy hair. In 1961. originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form. Sunsilk moved into the hair colourant market for Asian-type dark hair. In 1980. In 1958.000. In 1975. In 1973. Sunsilk was marketed as a range of shampoos for different hair types. Sunsilkhair spray was first launched in 1964 to enter an expanding hair-spray market. In 1985. which restored hair¶s natural shine. because µLiquid¶ in the name. and by 1959 it was available in 18 different countries worldwide.Sunsilk was launched in the UK in 1954. Sunsilk Tonic shampoo was launched. In 1962. Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed.000 packs being sold every week. which acted as conditioner to make hair soft and manageable. Sunsilk became the biggest name in hair care with 1. Sunsilk launched an aerosol dispensed setting lotion. a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk significantly improved product formula and launched new variants in 1966: the first major shampoo to contain olive oil. the whole Sunsilk range was re-launched. Sunsilk Liquid shampoo was re-launched to SunsilkBeauty. Sunsilk conditioner was launched in 1971 with three variants for dry. shampoo for dull hair. even in damp weather whilst still caring for hair. Sunsilk cream shampoo for dry hair was launched in 1956. which were developed to meet women¶s hair needs and reflect the way women think about their . offering a range of seven permanent colours from natural black to copper with purple. lemon shampoo for greasy hair with deep cleansing ingredients. In 2003. all Sunsilk shampoo was re-packaged in new PVC bottles. Sunsilk was also available in such tubes. containing skin healing ingredient Allantoin ± designed to help keep the scalp free from infection. In 2001. but in 1966 a new product formula was developed which gave hold. which were larger than traditional glass bottles for the same price. Sunsilk had an advantage over other shampoos in the market as it only needed one application. Sunsilk launched a new range of shampoos and conditioners. with improved formulations and packaging design to bring the brand into the 1980s. An economy size shampoo bottle was introduced for Sunsilk in 1974. In 1960.

The concept of brand ambassadors originated with the panel of Sunsilk Hair Experts.hair. an online social networking website. it is a young and modern brand which connects with the woman of today and her aspirations and dreams. they also share the Sunsilk experience with consumers and interact with them and help seek solutions to their problems. The brand demonstrates a perceptive and sympathetic understanding of women. Fudge Paul Walsh Safe Harbour . innovated and changed with the times. combining the best from natural and scientific worlds to help combat common hair problems. Each product contained a unique formulation of ingredients. Sunsilk launched Gang of Girls (GoG). one who is erudite. Samantha Kochhar and Jawed Habib. While Sunsilk is rooted in nature. spirited and in with the times. The communication idea has always been to capture the 'emotional drama' in a girl's life that results out of a particular hair problem Sunsilk sponsored Femina Miss India 2003. The fake institute (a trademark by Sedal[1]) "Elida Hair Institute" developed the products in response to market research. What separates the Sunsilk panel from any other is the fact that the panel of experts do not merely endorse the brand. Board of directors Louise O. 2006. GoG was open only to girls and had various features including blogs. Fresco Ann M. On July 17. Sunsilk as a brand has metamorphosed from being a plain hair beauty brand into a customised hair care brand. expert advice on hair care and fashion. how she feels when she is faced with hair problems and how elated she feels at the end of the conflict. Sunsilk attempts to represent the woman of today. Many leading hair experts have endorsed the brand: NainaBalsaver in the 1980s.Sunsilk communication has been true to its values. Coleen Khan in the 1990s and the latest team of experts. The brand has constantly evolved.

The Origin. was through questionnaires. 1968 ± Sunsilk shampoo re-packaged in PVC bottles. The questions contained various aspects about the consumers preferences about the type of sunsilk they use and why they prefer it over other brands. The three closest competitors in the hair products industry . 1955 ± First advertisement of Sunsilk appeared on TV. In the early 1970s. Milestones 1954 ± Sunsilk first launched in the UK. 2008 ± Social networking site Gang of Girls was introduced in India. Sunsilkradio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called ³Hairy Tales´. Sunsilk was advertised with the slogan ³All you need is Sunsilk´. which was followed. which were distributed along 25 respondents in the city of Bangalore. its growth. In the UK. Instruments of data collection The method of data collection. History of the company. the campaign focused on shiny hair. 1975 ± Sunsilk became the biggest name in hair care.Advertising Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". 2003 ± Sunsilk glossy magazine launched in Argentina. 1971 ± Launch of Sunsilk conditioner. 1964 ± Launch of Sunsilk hair spray. which ages varying from 18 to 35. a television commercial of Sunsilk featured a tune composed by John Barry. which proved so popular that it was subsequently released as a pop single. The board of Directors. The respondents filled the questionnaire on the given spot and were clarified of any doubts they had about any questions in the survey questionnaire The first stage includes the data collected from various sources regarding the following: 1. During the 1960s. Operation units in India and abroad 2. ³The girl with the sun in her hair´.

Information about the 4 P¶s of marketing ± Product. Pantene. For example. Place and Promotion in the country Model usedBrand asset valuator model Instrument of data collectionQuestionnaire Sample size25 respondents In the questionnaire.3. Dr Francesca Fusco. Co creation collaboration From 2009 Sunsilk started working with a number of professional hair "experts" to develop new and improved products. co-created a ³hairfall´ variant for the brand. Sunsilk¶s competitors are . .Clinic plus. Garnier. and Fiamadi wills. The line up also includes: Jamal Hammadi for Black Shine. a New York dermatologist. Each hair ³issue" variant links to an "expert´ with the relevant specialist hair knowledge. Price. Thomas Taw for Damage Reconstruction and Yuko Yamashita (known for Japanese hair straightthedataening) for Perfect Straight. Rita Hazan for Vibrant Colour. Teddy Charles for Plumped Up Volume.