Hindustan Unilever

• Hindustan Unilever Limited (abbreviated to HUL),

formerly Hindustan Lever Limited , is India's largest
consumer products company and was formed in 1933
as Lever Brothers India Limited.
• It is currently headquartered in Mumbai, India and its
41,000 employees are headed by Harish Manwani, the
non-executive chairman of the board.
• HUL is the market leader in Indian products such as
tea, soaps, detergents, shampoos, as its products have
become daily household name in India.
 Hindustan Lever and Unilever have big plans

 The concept will soon be relaunched for rural parts of India as “Sunsilk
Saheli.”
• Via mobile phones, which have higher penetration than the Internet in
rural India.

 Unilever plans to take Gang of Girls global.

• The goal is to create the world’s largest online community for girls.
• “As a practice, all our successes (and failures) are shared globally and we
take learnings from them.” –Hindustan Lever executive

© 2007 ECC Partnership

 Unilever context

 Foods and Home & Personal Care business

 History
• Sunsilk is the name of a brand of hair care products for
women produced by the Unilever group.
• It was launched in 1954 in the United Kingdom.
• By 1959, it was available in eighteen different countries
worldwide.
• Currently, Sunsilk products are available in over 50
countries throughout Asia, The Middle East, North Africa
and Latin America, where is known as Sedal. In Brazil, this
brand is known as Seda.
 Products

• Sunsilk Shampoo and Conditioner

• Sunsilk Silky and Straight Shampoo
• Sunsilk Hydra
• Sunsilk Care & Repair Shampoo
• Sunsilk Daily Repair Conditioner
• Sunsilk for Hair Damaged by Daily Wear
and Tear
• Sunsilk Soothing Conditioner
• 30% spontaneously mentioned Sunsilk as a
shampoo brand following the campaign whilst
54% of those who saw the ad mentioned
Sunsilk.
• High Coverage Achieved with 40% women
25-44 recalling the bus adverts.
 Cont.
• Product consideration was very high with
60% of those who saw the ad claiming
they are more likely to consider
purchasing Sunsilk.
• The creative was very popular with over
half(54%) of women 25-44 rating it as
very/quite good.
• 54% claimed they are more positive
towards Sunsilk after the bus campaign.
 Life Can’t Wait
• Sunsilk’s latest campaign, Life Can’t Wait, aims
to inspire women all over the globe to live their
lives to the fullest.
• The founding idea behind the campaign is that
hair can dramatically alter a girl’s mood and
actions.
• The philosophy behind it is that by taking
appearance into their own hands, girls are
equally taking positive steps towards being more
in control of their life: “Hair On= Life On”
 Market Strategy
• In the early years, Sunsilk focused much of its
marketing attention on gaining international presence.
• A new campaign was launched to recruit younger
users.
• The new products focused on hair color, texture,
feeling, dryness, etc. The updated Sunsilk campaign,
"Get Hairapy", followed the same strategy, marking a
bold move towards users in their 20s and upwards
said to be in their "quarter-life crisis".
 Pricing
• The present strategic move is designed to
offer a similar consumer value to users of
shampoo bottles.
• Thus, the 125 ml pack for Rs 50 has been
converted into 100 ml pack at Rs 37; the
250 ml pack at Rs 100 will now be 200 ml
at Rs 70. The steepest cut has been
effected in the 400 ml pack size which will
now cost Rs 25 less at Rs 125.
 Cont.
• Taking the shampoo price wars further,
Hindustan Lever had again slashed prices,
but this time the price cut has been in the
Sunsilk Natural brand. The company has
effected price cuts between 7.5 per cent to
15 per cent across pack sizes, while
retaining the 40 ml size at Rs 10 and also
the sachets at price points of 50 paise, Re
1and Rs 2.
Thank you for your time....
Rs.355/- Rs.470 Rs.125 Rs.175
Do The Quiff- The Blow Out Sunsilk Layers Sunsilk
Sunsilk Layers and Texture Layers and
and texture Definition Texture
definition wax Conditioner Definition
shampoo