BRAND AUDIT REPORT

SUNSILK SHAMPOO

Prepared For
Dr. Syed Faheem Hasan Bukhari
Prepared By

Rimsha Rashid (46678)

Date
October-19th 2019
ABSTRACT
Sunsilk Is a very strong and powerful brand by Unilever. It falls in the category of
Personal Care. This brand audit report of Sunsilk will help in identifying different strategies
which help Sunsilk in competing and successfully executing within the market from such
decades. The main purpose of this report is to identify that how strong and compelling brands
manage their overall brand portfolio. It covers all the aspects of Brand management such as
positioning, placement, promotion, pricing, packaging and labelling of Sunsilk as a brand. The
data has been collected by various means. Firstly, survey method has been used as a primary
data collection source for identifying the placement of Brand along with the pictorial evidences
at two different retail stores, Observation method has been used for identifying how Unilever
representative over Sunsilk counter has been Guiding customers about which variant they
should use as per the texture of their hair, lastly some of the information has been extracted
and cited from secondary literature which includes Unilever official website and social media
pages etc. The key findings of this report are the Market segmentation that yield consumer
insights related to demographics, Geographic aspects etc. It will reveal different analysis
related to packaging, labelling, positioning, pricing, placement, TVC campaigns, competitive
analysis etc. it will also help in identifying the law of word related to brand in terms of mental
map association that determines identity of the brand in consumer’s mind. Lastly it has some
recommendations and suggestions which will help the overall brand in further successful
execution ahead.
CONTENTS
Sunsilk introduction: .................................................................................................................. 1
Brand History: ........................................................................................................................ 1
Target Market: ........................................................................................................................... 1
Socio-Economic Class and Market Segmentation: .................................................................... 2
Hierarchy of Different Brands Fall in Personal Care Category: ................................................ 3
Brand Attributes: ........................................................................................................................ 3
Packaging Analysis: ................................................................................................................... 4
Labelling Analysis: .................................................................................................................... 5
Brand Image and Message: ........................................................................................................ 5
Brand Touch points: ................................................................................................................... 6
TVC Analysis: ........................................................................................................................... 8
Advertisement description: .................................................................................................... 8
Advertisement analysis and core message behind the advertisement:................................... 8
Brand Placement: ....................................................................................................................... 9
Commentary:.............................................................................................................................. 9
Brand Logo: ............................................................................................................................... 9
Shape: ....................................................................................................................................... 10
Color: ................................................................................................................................... 10
Slogan: ................................................................................................................................. 10
Pictorial Evidences & description of Brand line extension: .................................................... 10
Brand USP: .............................................................................................................................. 13
Brand Positioning: ................................................................................................................... 13
Competitive Analysis: .............................................................................................................. 14
Mental Map Association: ......................................................................................................... 16
Conclusion: .............................................................................................................................. 17
Recommendations: ................................................................................................................... 17
APPENDIX ............................................................................................................................... 18
References ................................................................................................................................ 18
PICTORIAL EVIDENCES ..................................................................................................... 18
Packaging & labelling .......................................................................................................... 18
Brand Image ......................................................................................................................... 19
Brand placement .................................................................................................................. 19
Brand Promotional campaigns ............................................................................................. 20
Labelling Analysis in detail: ................................................................................................ 20
SUNSILK INTRODUCTION:
Sunsilk is one of the biggest and
renown hair care brands of leading group
Unilever’s which yield the revenue of
billion dollars. It is one of the products of
Unilever group that falls in the category
of Personal care. The brand was
introduced in 1954 in the UK and
currently available in most of the global
countries. It is one of the strongest Brand
in Asia, America, Europe, Africa and the Middle East.

Brand History:
The whole Brand journey of Sunsilk is mentioned as follows:
1954 – Sunsilk first launched in the UK.
1955 – First advertisement of Sunsilk appeared on TV.
1964 – Launch of Sunsilk hair spray.
1968 – Sunsilk shampoo re-packaged in PVC bottles.
1971 – Launch of Sunsilk conditioner.
1975 – Sunsilk became the biggest name in hair care.
2003 – Sunsilk glossy magazine launched in Argentina.
2008 – Social networking site Gang of Girls was introduced in India.
2010-2013--- PFDC Fashion Week
2012 Onwards – Co-creation expert formula used

TARGET MARKET:
The brand mainly aims to targets the females
within the society. The Target marketing
strategy is to cater the Multiple segments of
market therefore they are using differentiated
targeting marketing strategies to make the
products available to the customers accordingly
as per their choice.

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SOCIO-ECONOMIC CLASS AND MARKET SEGMENTATION:

AGE: 15 and Above

GENDER: Female
INCOME: Price of Sunsilk is reasonable & affordable. Therefore, they are
targeting the people of middle- and upper-income classes.
Demographic
OCCUPATION: professional working women, School/college/university-
based girls etc.
LIFE-CYLCE STAGE: Teen age girls, Young adults, Adult women.
RACE & CULTURE: ALL

REGION: America, Asia, Europe, Africa and Middle east.

LOCATION: Further details of the regions mentioned above are as follows:
1. AMERICA:
 Argentina
 Brazil
 Bolivia
 Chile
 Mexico
 Peru
 Uruguay
 Central America

2. EUROPE:
 Greece
Geographic
 Italy
 Turkey

3. AFRICA & MIDDLE EAST:

 Egypt
 Saudi Arabia

4. ASIA PACIFIC:
 Australia
 Bangladesh
 India
 Indonesia
 Philippines
 Thailand
 Vietnam
 Malaysia (English)
 Malaysia (Bahasa)
 Sri Lanka

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  Pakistan

PERSONALITY: All kind of personalities including Extrovert, Introvert and

Ambivert
SOCIAL CLASS:
Psychographic
1. Upper Class including (upper-upper & upper-lower)
2. Middle Class including (upper-middle & lower-middle)

BENEFITS: Cost Benefit (e.g. Save xxx rupees), seasonal discounts (e.g. buy
1 get 1 free), value added bundling (e.g. Shampoo + conditioners), high
Quality, Convenience, easy availability, affordable and reasonable prices.
Behavioral USER STATUS: Potential Users and Non-Potential Users
USAGE RATES: Heavy User and Occasional Users
LOYALTY STATUS: Switchers

HIERARCHY OF DIFFERENT BRANDS FALL IN PERSONAL CARE CATEGORY:

Sunsilk Shampoo falls in the personal care category of Unilever. There are so many
other famous brands as well that lies within the same category. The hierarchy of this category
has been given as follows:

Unilever

Personal Care

Sunsilk Dove Clear Closeu

Lifebouy pepso p Smile Ponds Lux Tony AXE
Fair & Sun Rexon
dent lovely & Guy light a

BRAND ATTRIBUTES:
Sunsilk as a brand has many different attributes that facilitate the brand for performing
multiple functions such as:

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  It provides Nourishment to hairs
 It makes hair look healthy, Long, thick,
strong, smooth, silky, soft, and shiny.
 It protects and repaired damage hairs

It has different variants that provides combined

experience in each bottle, whether its curl
management, Anti-Dandruff, volume boosting,
damage control, straightening, smoothening,
strengthen the length or color protect, you can count
Sunsilk to cater every such problem.

PACKAGING ANALYSIS:
The packaging design for the New Sunsilk range is
greatly energizing. The packaging makes the brand look
very appealing, attractive, modern and expert. It
guarantees more emphasis on the variants with all the
specifications of every different variant. This new
packaging has obviously distinguished that there is a
separate item for every type of hair. The packaging
completely complements the brand identity because the
overall look has a perfect blend of feminity with all the
eye-catching colors along with the attractive Logo and bottle shape.

A new packaging of bottle shape

developed by the brand. Firstly, the bottle colors
have been intensified to reinforce the joyful and
colorful spirit of the brand. Then, each variant gets
its own graphic illustration of its benefit, to boost
its own personality or identity. Finally, a circular
structure on the bottom bears the brand name and
logo and the use of metallic finishes supports the
brand expertise.
Packaging Size
Bottle size Prices per ML
5 ml sachet 10 Rs
80 ml 99 Rs
180 ml 195 RS
200 ml 220 Rs
400 ml 399 Rs
700 ml 630 RS

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LABELLING ANALYSIS:
Apart from the packaging of Sunsilk that includes the brand colors, the logo and the
material as well as the shape of the bottle etc. The labelling of Sunsilk is also
up to the mark because it has proper written information on the bottle packaging.
It has all the written labels on the package that cover important information
which needs to be communicated to the targeted customer.

 The full sample of Sunsilk labelling has been attached that carry all the
information about the ingredients, manufacturing location, batch
number, expiry date, MRP, customer service, ways to apply, safety
instructions etc.
 Sunsilk shampoo has different types of Variants. Therefore, besides
changing the design and packaging style of the product, they also
change the labelling on the shampoo as per the different variant’s
details of ingredients. For example, some of them will say that the
shampoo is Anti-dandruff shampoo whereas the other will say smooth
silky. Thus, product labelling also varies and can be used
to differentiate between the various grades and type of the product.
 The labelling also includes their own parent brand on all of its variants
because they wanted to remind customers that their products are under
the umbrella branding of Unilever and are not independent.
 They also change their labelling according to the seasonal price
discounts or value bundle offers like Buy 1 shampoo, get 1
conditioner free, save xxx rupees, or scratch the code and win
designer outfits associated with every variant. This type of
product labelling has been used by Sunsilk especially during
festive season. Hence, they also print such promotional labels
on the package, so that It also comes to the immediate attention
of the customer.

BRAND IMAGE AND MESSAGE:

The aim of Sunsilk as a brand is to fulfill the needs of its target
market by offering a high quality, credibility and perceived benefit. It
offers a healthy choice shampoo with different alternatives to the
targeted consumer as per their hair needs. The theme or image of
Sunsilk shampoo has always been known for its “Softness shiny
strong healthy and manageability of Hair”.
The image of Sunsilk as a brand in the mind of consumers is
that it’s a female oriented product that provides long healthy and
strong hairs. it has now become a fashion icon as well because they
have related this brand with different fashion on shows such as
PFDC, PSFW and celebrities etc. Hence the brand communicates a
message that if a female will use Sunsilk then she will overall look
beautiful and attractive because of her strong lengthy hairs. she can
feel the Fun, Excitement, motivation, self-confidence and Self-

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respect. It provides flexibility to a woman as they can pick any style as per situation or event
because of Sunsilk. Some print advertisements have also been taken from Sunsilk official
Facebook page which reveals the image and message behind the brand name “Sunsilk”:

BRAND TOUCH POINTS:

Sunsilk is one of a renowned brand of Unilever group. it maintains the legacy of the
brand since 1954, because it has strong communication as well as penetration and brand recall
within the mind of consumers. In order to be in top of the mind of consumers they recall their
presence by different advertisement campaigns as well as they have strong communication
touch points with customers from different platforms of SEO including their official website
and social media including (face book, YouTube channel, Instagram, Twitter), print media such
as magazines, conventional marketing through Billboards, Brochures, Banners, TVCs, free
sampling distribution campaigns, Demo campaigns etc. All the pictorial evidences of platforms
from where Sunsilk can remain in touch with customers are given as follows:

Sunsilk Facebook official page with chat box, having 16,736,579 followers

Sunsilk Instagram official page with chat box, having 2,17,000 followers

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 Sunsilk Twitter official page, having 1,71,000 followers

Sunsilk official Website with touch point information options

Sunsilk YouTube official channel, having 1,31,000 Subscribers

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TVC commercial analysis:

TVC ANALYSIS:
Advertisement description:
A young professional lady was trying to get a job and was willing to apply for multiple
positions. One of them was for the airhostess, the second one was for the singing contest the
last one for the part time MBA. Since we know that every profession needs a picture as per
their standards. In the advertisement she acquired different pictures with different looks just by
changing her hair styles. This was only possible because she had such thick and long hairs with
such flexibility just because of using Sunsilk Thick and Long Shampoo that she could adopt
every style she wants to.
Advertisement analysis and core message behind the advertisement:
The core concept of this TVC commercial of Sunsilk is to motivate professional females
by supporting them so that they get the most out of life by being confident, adaptable and
flexible in every situation by changing their looks. They have communicated a very strong
message that Sunsilk will give beneficial suggestions by changing over all look with different
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hairstyles. The core philosophy of this advertisement is that a girl can take positive steps to
gain better control of their lives and can compete and become successful in every aspect
because if hair is on your side you can achieve any look you desire and then you can conquer
the world. This advertisement campaign gained high visibility and trust from audience because
they positioned their brand as if you use Sunsilk then you can get thick long healthy and strong
hairs which make you beautiful, motivated and confident therefore this has a TOM i.e. top of
the mind recall as a strong brand.

BRAND PLACEMENT:
Sunsilk have a strong presence in every
geographical region within Pakistan, whether it could be a
small retail shop in different areas or any huge retail store
like Imtiaz, Chase, Naheed, Metro, Aghas, hyperstar etc.
I have visited two different retail stores, one is a
huge store i.e. Metro super store and one is smaller retail
store i.e. Spark at Dohraji, for identifying the Shelf
placement of Sunsilk against their competitors. The
pictorial evidences of Sunsilk Placement in stores as
compare to its competitors are given as follows:

COMMENTARY:
We have analyzed that Sunsilk have acquired a whole
separate section at every retail store whether its huge or small.
They have nicely placed all the variants and different package
sizes together by occupying a separate shelfing space.
We also witnessed the section of Pantene by P&G
besides Sunsilk at both retail stores which reveals that Pantene
is a direct competitor of Sunsilk in Pakistan.
At Metro there was a female sales girl who was
representing Sunsilk by Unilever-Pakistan at its section and
helping people in identifying the right variant as per the nature
of their hair but there was no representative standing at Pantene
section.

BRAND LOGO:
A new Logo of Sunsilk have been developed
with a modern and sensorial round shape
with an additional word Co- creations
because they have linked every variant of
Sunsilk with a hair expert and welcoming the
expert as a caution of the brand who designed
Sunsilk for providing a much better
experience to customers. The logo itself has
a strong and appealing identity.

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SHAPE:
The shape of the logo is long, thick & healthy hair with a small tiny ball showing a drop
of Sunsilk falling from hairs.
Color:
The color of the logo is Vibrant Pink. Such vibrant and warm shades of pink color
reveal the sense of youthfulness and encourage a sense of confidence. The usage of Pink color
in logo depicts the power to direct communication in an intense powerful way. In General,
every variation of pink seems so stimulating, arousing interest or enthusiasm of people.
Slogan:
For this brand the slogan is “hair on
your side”. Sunsilk believes if your hair is on
your side, anything is possible!

Brand Line Extension:

There is a proper brand portfolio of Sunsilk with different Extensions
of product under the Brand name “Sunsilk” which mainly includes:
 Sunsilk shampoo with different variants including (Perfect
straight, nourishing soft and Smooth, Black shine, Hair fall
solution, Anti-Dandruff, Lusciously Thick and long, Almond
and honey Anti-Breakage, Natural Fig & Mint refresh, Biotin
Long & healthy growth)
 Sunsilk conditioners in all the variants mentioned above
 Sunsilk hair mask
 Sunsilk hair spray
 Sunsilk hair serums
 Sunsilk hair treatment products

PICTORIAL EVIDENCES & DESCRIPTION OF BRAND LINE EXTENSION:

Variants Description
Perfect straight shampoo & conditioner:

It makes you feel like straight hair can be full of movement.

Hair tends to frizz and lose its straightness as it dries. An
exclusive formula bringing life to straight hair. With silk
protein, gently locks in the alignment of hair strands keeping
them straight and silky.

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Nourishing soft & smooth shampoo & conditioner:

It makes you feel super good when your hair is soft and silky.
It keeps your hair's texture silky soft and smooth by providing
nourishment to one’s hair.

Lusciously thick & long smooth shampoo & conditioner:

Perfect for any hairstyle with lusciously thick and long hair. It
nourishes your hair for long-lasting volume and shine. It works
from the roots to provide two times thicker hair

Hair fall solution shampoo & conditioner:

Sunsilk hair fall solution shampoo makes your hair so strong it

fights the loss, so your hair is reinforced and strengthened up
to the tip.

Stunning black shine shampoo & conditioner:

Black hair with radiant shine makes you feel on top of the
world. It moisturizes and nourishes your black hair making it
look shinier and Prevents dullness and restores a healthy
lustrous look.

Anti-dandruff shampoo & conditioner:

It nourishes hair and gives you a healthy scalp and smooth hair
that is free from Dandruff. It nourishes hair, and works from
the first wash, to give you a healthy scalp.

Biotin long & healthy growth shampoo & conditioner:

Nourishes your hair from the roots which helps it grow
naturally to its full potential

Almond and honey anti-breakage shampoo & conditioner:

It reduces breakage and makes your hair look healthy and

lively.

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 Natural fig & mint refresh shampoo & conditioner:
Its advanced oil formula reaches up to three layers deep giving
you a long-lasting natural shine

Sunsilk Hair mask:

It is enriched with 5 oils like Argan, almond, coconut, camellia
and babassu. Massage this mask through your hair, leave it on
for five minutes and rinse through. It penetrates and restore
each hair strand, leaving it soft and smooth

Hair serums by Sunsilk:

These hair serums are used for frizzy and curly hair. It keeps
the hair scalp moisturized and prevents the dandruff and fungal
infections to scalp.

Sunsilk Hair sprays:

Sunsilk Ultra Strong Hair Spray is a working hairspray that
provides strong-hold to your hairstyle while still allowing for
natural movement.

Pricing and Pricing Strategies:

Sunsilk provides shampoo in different sizes of bottles hence, Prices are different accordingly.
Sunsilk is using different pricing strategies. The main pricing strategy of Sunsilk is
Competitive pricing strategy because there are strong direct and indirect competitors of
Sunsilk are present in the market such as Pantene, Loreal, Tresemee, Dove, Clear etc. therefore
Sunsilk adopt prices that makes their products at a nearby range from their competitors, so that
it cannot get obsolete from the market. The prices of its competitor P&G are higher and Sunsilk
prices are lower comparatively which is beneficial for Sunsilk. Since the market is highly
elastic and price sensitive, it means that any price increase will affect the demand directly and
would lead to the competitors’ benefits. Therefore, the pricing policy of Sunsilk is dependent
on a variety of factors like the actual costing, market demand and competitor’s prices.

Apart from this Sunsilk also uses Psychological pricing strategies because it has often scene
that people are more attracted toward pricing ending at 99 figures e.g. an item selling for 199
will be perceived near to 100 rather than 200.

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 Bottle size Prices per ML
Sunsilk Shampoo Per 5 ml Sachet 10 Rs
Sunsilk Shampoo Per 80 ml 99 Rs

Sunsilk Shampoo Per 180 ml 195 RS

Sunsilk Shampoo Per 200 ml 220 Rs
Sunsilk Shampoo Per 400 ml 399 Rs
Sunsilk Shampoo Per 700 ml 630 RS

BRAND USP:
The point of differentiation and USP of Sunsilk is “Co-creation system designed by hair
experts”. Sunsilk started working with a variety of professional’s "expert" to create new and
enhanced their product quality. They have a huge range of different variants to cater different
hair problems and needs which is also a USP of Sunsilk.
1. Product differentiation based on new advanced Expert formula
2. Product differentiation based on quality and prices as compare to competitors
3. Product differentiation based on new eye-catching colors, attractive design and
packaging
4. Product differentiation based on different variants

BRAND POSITIONING:
Sunsilk positioned its brand as the largest beauty shampoo brand in the country. Sunsilk
has identified different hair needs and offers the consumer a shampoo that gives the desired
results. It has positioned its brand with a concept that everyone deserves beautiful hair hence,
Sunsilk believes that the secrets to beautiful hair shouldn’t be locked behind the salon door.
That's why they have worked with seven internationally renowned hair experts to create salon-
quality products for every girl, whoever she is, wherever she lives, whatever her hair type is.
If the female will use Sunsilk then she can achieve her hair goals because it gives her a sense
of motivation, self-trust, self-confidence and make her over all look so beautiful and attractive
by providing her with thick strong healthy lengthy smooth shinny hair which will make her
more attractive and the girl can pick any style for her hair yet provides flexibility as well.
The benefits are more compelling and relevant since the variants are linked to the
overall synergy. According to Sunsilk “It knows you, and hence knows exactly what your hair
needs". Therefore, the positioning of Sunsilk in consumer’s mind is that it encourages women
to live for today and helps in transforming the beauty of their hair instantly because life can't
wait and if hair is on your side every desired look can be achieved easily as per particular event.
Brand Tagline and Brand personality:

(Shrishti23, 2014) (Shrishti23, Segmentation,

targeting and position: Sunsilk Marketing Blog, 2014) (History, n.d.) (Unilever,

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n.d.) (Wikipedia, n.d.)The tagline for this brand the is “hair on your side”. It perfectly
complements the identity of the brand because Sunsilk believes that “if your hair is on your
side, anything is possible”. Any desired look can be acquired easily because it provides
flexibility to the hair.

COMPETITIVE ANALYSIS:
Element Sunsilk Pantene Dove
- Nourishment, healthy, Healthy hair, Nourish - Soft and smooth
Brand Long, thick, strong, Hair Thick Hair Hair.
smooth, silky, soft, - Protect Your
Attributes
and shiny hair. hair from sun
- It protects and repaired damage and
damage hairs repair as well.

- Shampoo including - Shampoo including - Shampoo

Line different variants such different variants including
as Perfect straight, such as Milky different
Extension
nourishing soft & Extra treatment, variants such as
Smooth, Black shine, Anti- hair fall, Intensive repair,
Hair fall solution, Smooth & shine, Hair fall
Anti-Dandruff, deep black, curl Rescue,
Lusciously Thick & perfection, anti- Dryness care,
long, Almond and frizz, Nourishing oil
honey Anti-Breakage, - Dry Shampoo care, Daily
Natural Fig & Mint - Conditioners shine
refresh, Biotin Long & - Hair Spray - Conditioners
healthy growth. - Hair Mask - Beauty Soap
- Conditioners - Moisturizer Whip - Cleansing
- Hair mask - Pantene Mousse Cream
- Hair spray - Hair Hydrating - Baby Massage
- Hair serums Cream Oil
- Hair treatment - Intense Hydrating - Nourishing Oil
products Oil Care
- Detangling Mist - Beauty Cream
- Hair Gel - Hair Spray
- Rose Water - Deodorants
- Face Wash
- Lotions
- Man Care
(Including all
the products
mentioned
above).

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 Sunsilk Shampoo Per 80 Pantene Shampoo Per Dove Shampoo Per
Price ml 99 Rs 80 ml 100 Rs 175 ml 220 Rs
Sunsilk Shampoo Per 180 Pantene Shampoo Per Dove Shampoo Per
ml 195 RS 185 ml 195 Rs 360 ml 399 Rs
Sunsilk Shampoo Per 200 Pantene Shampoo Per Dove Shampoo Per
ml 220 Rs 400 ml 410 Rs 700 ml 700 Rs
Sunsilk Shampoo Per 400 Pantene Shampoo Per
ml 399 Rs 700 ml 645 RS
Sunsilk Shampoo Per 700
ml 630 RS
Sunsilk Shampoo Per 80 Pantene Shampoo Per Dove Shampoo Per
Size ml 80 ml 175 ml
Sunsilk Shampoo Per 180 Pantene Shampoo Per Dove Shampoo Per
ml 185 ml 360 ml
Sunsilk Shampoo Per 200 Pantene Shampoo Per Dove Shampoo Per
ml 400 ml 700 ml
Sunsilk Shampoo Per 400 Pantene Shampoo Per
ml 700 ml
Sunsilk Shampoo Per 700
ml
Unilever places Sunsilk in P&G places their Unilever places
Placement all the huge and small products at every huge Dove in usually big
retail stores and shops and small retail store retail stores. They
within different areas. In and they have also put have also put greater
huge retail stores they have greater emphasize on emphasize on
put greater emphasize on shelf spacing. shelfing space and
shelfing space and have have acquired
acquired proper separate proper separate
shelfing space for their shelfing space for
products along with their their products.
representative sales girl for
guiding customers the
right variant as per their
hair texture.
They use many different They use many They use many
Promotion promotions tactics different promotions different
- TVCs tactics promotions tactics
- Billboards  TVCs  TVCs
- Social media  Billboards  Billboards
marketing  Social media  Social
- Demo campaigns marketing media
- Free sampling  Demo marketing
distributions in malls campaigns  Print media
etc.  Free sampling e.g.
- Print media e.g. distributions in magazines
magazines malls etc.

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  Print media e.g.
magazines
Product differentiation Unique selling point of Unique selling
Unique based on pentene is that they are point of dove is that
- new advanced Expert pioneer, and they Dove provides deep
selling
formula provide best quality moisturizer for dry
point - quality & with different variants. skin & perceived as
comparatively low high-quality
prices damage repair
- new eye-catching shampoo
colors, attractive
design and packaging
- different range of
variants

MENTAL MAP ASSOCIATION:

Healthy
Repair hair Strong
Damage hair
Shinny
Quality
hair

Adoptabl
Reliable
e

Fragranc Nourish
.
e ment

Long
Sense of
and thick
Styling
hair

Straight
Silky
hair
Self Glamour
confiden &
ce Self-trust elegance

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CONCLUSION:
Sunsilk as a brand is a very powerful and strong. They have different strategies for
maintaining their Brand as one of the leading hair care brands. They have so many brands
within their hierarchy of personal care section. Their packaging and labelling are also up to the
mark with all the required details and descriptions mentioned on the bottle. They have
positioned their brand as a hair care brand for females that provides thick long and healthy hair.
They have strong touch points from which they can undertake marketing communication and
real time feedback from customers. They also run different promotional and TVC campaigns
in order to remain in the minds of consumer so that they can quickly recall the brand. They
have acquired separate sections for placing all of their products in order to display them
properly to the customers. At bigger retail stores they have also placed their representative sales
girls for helping out customers. Lastly, they have adopted competitive pricing strategies in
order to remain in competition with their customers.

RECOMMENDATIONS:
They are executing as per their consumer insights because they know their customers
and cater different problems with different hair care solutions for customers but since Sunsilk
is a strong and mature brand who is trying to maintain their legacy therefore they should also
focus on their Branding journey at this mature stage. They can come up with different strategies
such as CSR activities by which they can arise & ensure social responsibility in the society, so
they would establish a stronger brand recall for themselves in customer mind and customer
would be loyal about Sunsilk. Since it is an era of digitalization and world is shifting towards
digital paradigm therefore, they should cut their cost of advertising within developed urban
areas and utilize it in to CSR activities and they should opt Digital platforms for their
advertisements and for establishing interactions and marketing communication through such
customer touch points. By doing such CSR activities companies usually trigger the emotional
appeal within society which influence the society and automatically help them in yielding good
revenues as well and help brands to be perceived as familiar, trustworthy, care taker and reliable
towards customers.

Sunsilk should also execute as per the law of Expansion and instead of brand extensions
(hair serums, hair sprays, hair creams, dry shampoo etc.) Sunsilk should Focus on line
extensions and should came up with more variants as per recent trends like for example, they
can launch Sunsilk Keratin care shampoo for hair having keratin treatments, Sunsilk color care
shampoo for hair that are chemically treated with hair dye colors, Sunsilk Extenso or
rebounding hair care etc. by only opting the line extension rather than brand extension Sunsilk
will also be following the law of contraction and will remain narrow in their focus of providing
long thick healthy hair and will not deviate from their core purpose.

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 APPENDIX :
REFERENCES
Frandom. (n.d.). Every day’s a great hair day: Whatever your hair needs, our collections will
help keep up with your awesomeness. Retrieved from Sunsilk :
https://www.sunsilk.pk/collections.html
Frandom. (n.d.). Frandom . Retrieved from Sunsilk: https://logos.fandom.com/wiki/Sunsilk
History, B. (n.d.). Sunsilk: Brand History. Retrieved from Retrieved from All Brand History
website: http://allbrandhistory.blogspot.com/p/sunsilk.html
Shrishti23. (2014, July 27). Introduction: Sunsilk Marketing Blog. Retrieved from Sunsilk
Marketing Blog:
http://shristi23sunsilkmarketingblog.blogspot.com/2014/08/introduction-sunsilk-is-
hair-care-brand.html
Shrishti23. (2014, September 14). Segmentation, targeting and position: Sunsilk Marketing
Blog. Retrieved from Sunsilk Marketing Blog:
http://shristi23sunsilkmarketingblog.blogspot.com/2014/08/introduction-sunsilk-is-
hair-care-brand.html
Unilever. (n.d.). Sunsilk: Unilever. Retrieved from Unilever:
https://www.unilever.com/brands/personal-care/sunsilk.html
Wikipedia. (n.d.). Sunsilk: Wikipedia. Retrieved from Wikipedia:
https://en.wikipedia.org/wiki/Sunsilk

PICTORIAL EVIDENCES
Packaging & labelling

Changes in Labelling as
per different discount
offers such as buy 1 get 1
free or save rupees xx

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 Changes in Labelling &
Packaging as per different
seasonal offers Such as
scratch the code and win
designer outfits

Brand Image

Pictorial evidence of linkage of

Sunsilk with fashion shows
and different celebrities in
order to positioned it as a
fashion icon hair care brand.

Brand placement

Placement in Metro Super Store Placement at Spark store

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Brand Promotional campaigns

Example of Demo marketing & free sampling distribution

and direct interaction with customers in terms of feedback

Labelling Analysis in detail:

The labelling clearly includes the manufacturing date,

expiry date, Batch number, Rupees, Name of specific
variant, formula details, details of how to use the
product, ingredients as per specific variant, contact
details and numbers, Logo of Unilever as a parent
Brand with the hint of umbrella marketing, duration to
use the product, Barcode

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