Adoption of Innovations

A product needs to go through subtle changes and fine modifications if it wants to stay in the
competition with fast-paced market. The market getting highly saturated with time, it is essential
to take up innovative ideas and implement them in order to win a competitive advantage. The
inter-relation between customers and brands triggers the need for innovation and there are three
types of innovation. According to the need of the consumer base, a brand can opt for continuous
innovation, where the product merely modified to adjust better with the consumer needs. A
dynamically continuous innovation is necessary when there is demand for a new product line,
while a discontinuous innovation requires the customer to adapt according to the new needs and
act accordingly. Our product Sunsilk goes through enormous continuous innovation, as it tries to
fit into the consumers shoes and figures out the core needs for the consumer. There are many
varieties of sunsilk shampoo bottles that can be found claiming to assist specific attributes of the
product. And the brands convention of innovating every now and then is what keeps them at the
very top.

The features that are usually accounted for when taking product adoption into consideration also
work in favor of Sunsilk and its products. The product is highly observable and trial able, which
makes it very easy to judge and adopt with. Not very complex to comprehend, Sunsilk also has
the upper hand of relative advantage as a stat shows that nearly 80% of the consumers are
satisfied and prefer Sunsilk over anything else.

References:

UKEssays. (November 2018). Sunsilk Shampoos Conditioners And Other Marketing Essay.
Retrieved from https://www.ukessays.com/essays/marketing/sunsilk-shampoos-conditioners-
and-other-marketing-essay.php?vref=1
Designing Persuasive Messages

The visual print ads of Sunsilk are very good examples of how to
design the correct message for the target audience. The images
and detailing used to portray the products efficiency seems to
always catch the eye of the consumer. The positive message
framing also helps their motive as it clearly shows in the message
the benefit consumer will be enjoying from using the product.
The order of the message being presented is also a little important
as the viewer anticipates while watching the commercial whether
he/she will be benefited from the new product.

Persuasive Advertising Appeals

The renowned brand Sunsilk has been using emotional and sometimes rational approach when it
comes to advertising appeals. According to Folliero(2018), emotionally appealing messages are
designed in such a way that they give the consumer trust, joy and self-happiness. Sunsilk has
always been promoting its products by boosting the moral of its consumers. However, the
technical benefits and unique selling propositions are also introduced through these messages, in
a rational appealing manner. Overall, the messages are designed to make the Sunsilk product all
the more appealing and favorite to the customer.

References:

https://smmadvertising.com/seven-appeal-strategies-advertising-campaigns/