PRODUCT AND BRAND MANAGEMENT

PRODUCT AND BRAND MANAGEMENT

SUNSILK
BRAND AUDIT

NIMRA MANZOOR MG-054

GHAZAL SHABBIR MG-058 SUBMITTED TO
ZARA NADEEM SHIEKH MG-063 Sir Baber Wahab
TABLE OF CONTENT SUNSILK

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INRODUCTION SUNSILK

EXECUTIVE SUMMARY:
Sunsilk was appeared by a British haircare brand and Unilever supported it. As it
was presented, it got comfortable in so many different countries all over
because it was dispatched for an assortment of hair types. Fundamentally in
1954 Sunsilk launched in the UK yet as it got a great deal of popularity since it
has the best quality so gradually by gradually in 1959 it was presented in
countless different nations as well.
Sunsilk hair spray was the principal hair splash to enter this market, and soon
Sunsilk becomes the greatest in this industry it has accomplished a number of
achievements. Sunsilk is constantly worried about the brand value and buyer
pattern, general conclusions are constantly thought of. As per Sunsilk, its
fundamental objective is to satisfy the requests of its shoppers by offering them
high caliber and to keep the objective market consistently fulfilled. That is the
reason it has turned into the primary cleanser who utilized olive oil in their item,
which is so useful for hair.

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INRODUCTION SUNSILK

MENTAL MAP:
BRAND POSITIONING:
Sunsilk is constantly worried by the assessment of its clients and consistently
need to fulfill their requests, that is the reason it generally utilizes the best
fixings and extraordinarily the utilization of olive oil is the significant best job it
has played for hair as individuals are so cognizant for their hair and need the
best item for it, Sunsilk has the astounding scent and various oils for a wide
range of kind of hair. Haircare items are so considered by everybody of now and
Sunsilk knows this.
BRAND MANTRA:
BRAND NAME SUNSILK
BRAND MANTRA CONFIDENCE AND SELF-RESPECT
TAGLINE HAIR ON YOUR SIDE.
DESCRIPTION females

MENTAL MAP:
Sunsilk is working with the experts for the better nature of its item that is the
reason its income got increments according to time, the hair recipe it produces
is adored by everybody since of its brilliant outcomes. The three fundamental
components of its Brand mantra is people, picture, and execution. The principal
worry of Sunsilk is the fulfillment demand of its crowd and the presentation
itself Sunsilk is doing, with the picture it has made in the mind of consumers

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SOURCE OF BRAND EQUITY:
BRAND IDENTITY:
Sunsilk in the wake of being dispatch centered around the hair care of its
intended interest group, which incorporates all the various types of hair
elements for dandruff, sleek hair, hair fall, reinforcing hair, long hair. After it got
renowned it accomplishes the development with different countries also by
presenting Sunsilk, it comes in various tones with various flavors having various
outcomes. Its logo is fortifying round with a more extensive textual style and the
believed exclamation mark invites the challenges to its way to acquire consumer
loyalty.
ONLINE PRESENCE:
The distinction Sunsilk has created from its quality is sufficient for knowing it up
until now and wide. In 2011 Sunsilk dispatched its Facebook page and out of
nowhere got such countless adherents. Sunsilk has countless approaches to
impart its shoppers by computerized media promoting, through which it
became more acquainted with the interest and afterward it works likewise. In
the interim Sunsilk has masterminded such countless giveaways, Sunsilk page is
the biggest page in terms of SE. Sunsilk does share its hair styling tricks and tips,
that is the reason it has a colossal fan following over online media.
Head n shoulder Pantene sunsilk
FACEBOOK 9,722,856 people 120 people follow 16,508,361 people like
follow this this this
TWITTER 1,204 followers. 1,839 followers. 229 followers
INSTAGRAM 6,185 followers. 632k followers. 27.6k followers

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BRAND INVENTORY SUNSILK

Brand Elements
 LOGO
Over the past years Sunsilk has changed it logos with different
theme and fonts. The current logo is Sunsilk Co-Creations in
pink theme and round shape.
 BRAND NAME
There is no specific history associated to the brand name, but the name
represents the shiny and silky hair. There was a campaign in UK which focused
on shiny hair. Also, in 1960’s, there was a Tv commercial featuring a tune “The
girl with the sun in her hair”
 TAGLINE
Hair on your side, Shaan se shine
 PACKAGING
The typical packaging of this brand consists of a
bottle with the brand logo with the variety of
colors depending upon the features of the
shampoo and conditioner. For instance,
lusciously thick & long shampoo is in pink color,
stunning black shine is in black color, etc. the
plastic bottles are covered with the cap avoid any
spilling.

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MARKETING MIX
1. PROMOTIONAL STRATEGY
Promotion is an important tool for marketing strategy as it creates an image in
the minds of the customers
#KARO SHAAN SE SHINE PROMOTIONAL STRTAEGY
Sunsilk in order to promote its black shine
range is socially influencing women towards it
by creating a brand persona of this range a tv
actress Sohai Ali Abro as the new face of black
shine range .

Sunsilk is promoting their black shine range on social media platforms such as
intagram and youtube by changing the theme of their logo from pink to golden.

SUNSILK ON INSTAGRAM

SUNSILK ON YOUTUBE

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SUNSILK NATURAL RECHARGE FOR COVERED HAIR Promotional Strategy
The new product ranges that were launched
recently include fig & mint refresh ,almond &
honey anti-breakage, and egg & yoghurt. They
were introduced especially for women with
covered hair or hijaabis. This new range was
promoted through TVC and hijaabi influencers
on Instagram.

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 2. PRODUCT STRATEGY
One of the major reasons for Sunsilk being successful is because it offers
shampoo and conditioner for different hair problems. The range of shampoo
and conditioner Sunsilk introduces are according to the needs of target
audience. Sunsilk offers products that are simple, vibrant , full of color and
fragrance.

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 3. PRICING STRATEGY
Sunsilk is not a luxury brand consumers with average icome can afford the
products. Sunsilk offers quality in low and affordable price. Price actually
attracts consumers towards a product so, Sunsilk uses this strategy due to which
it targets consumers with low to high incomes.
Sunsilk comes in different mls and each ml offers its own price.

Prices for 185 ml

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Prices for 380 ml

Price for 680 ml

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 4. PLACE STRATEGY
Sunsilk products are available in sixty countires but they are widely sold in
countries like Pakistan , India , Sri Lanka , Malaysia,etc. Sunsilk has a huge
demand therefore thr products are easily available in the nearest super markets
and stores. The intermediares such as wholesellers , retailers and merchandisers
dispatch the sunsilk products to the customers. The small retail stores that are
scattared in towns also offer sunsilk products. 1

1
https://www.marketing91.com/marketing-mix-of-sunsilk/?
fbclid=IwAR3B4SLzogfiyHSqOtq82_9mbLhUSNdJqJsq2k06NbAfln_oBxl6ZKZqmdo
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 Points of parity
All the hair care brands offer the same value as to give hair a beautiful texture.
The brands such as Sunsilk , Loreal , Tresemme, and Pantene have the ability to
fulfill and solve the hair related problems of the consumers and clients. Thus,
this basic function is equally creating points of parity amongst all.
The competive brands of Sunsilk such as Loreal
and Tresemme also offers shampoo and
conditioner for hairfall solution which is the point
of parity of sunsilk to these two brands.

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POINTS OF DIFFERENCE
Sunsilk differentiates itself from other competitors by offering prices which are
affordable. Sunsilk does not compromise on its quality and each variant has its
own feature of solving the hair related problems. Sunsilk wants women to have
confidence in their hair and its has been proven to work.
Sunsilk focuses on silky , shiny and smooth hair.

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BRAND EXPLORATORY SUNSILK

TARGET MARKET AND BRAND PERSONA:

The target market of unilever is basically women of all age groups. They target
who are in middle, upper middle and higher classes. They offer product at a
reasonable price. They target that segment of the market which is willing to pay
for quality and seek value for their money. as well sunsilk offer some lower,
fighting brands for lower income. That is capable to achieve almost similar kind
of benefit as those consumers who buy their higher end products.
https://www.ukessays.com/essays/marketing/market-strategy-plan-for-
unilever-pakistan-marketing-essay.php#:~:text=Unilever's%20target%20market
%20is%20basically,seek%20value%20for%20their%20money.
Brand persona:

After taking the survey of people. The personality of the customer of the highly
demand of shampoo brand Sunsilk carries is off:
1) People with a great scene of selecting high quality product for their hair
(shampoo plus conditioners)
2) To satisfy the need of its market that is people with different type of scalp
likewise (oily, dry, dandruff, rough, normal, hair fall) they offer different
type of formulated shampoo with as much as natural ingredients with
affordable price and makes their hair look, feel great. which adds a plus
point in their look that’s all they want from a good shampoo product.
3) Buyers doesn’t bother if the product starts charging a bit more but if their
quality decrease they will surly lose the customers.

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HERE WE CONDUCTED AN INTERVIEW FOR MORE UNDERSTANDING OF IT:
Personal Information:
Her name is Midhat Hussain Khan she is 22 years old and a student of university
of Karachi.
she is having a good life style. But she stays a bit busy because of her studies
and gets pity less time for herself. She is a young girl and loves to stay up to date
all the time. She also loves to hang out a lot. likes to see her hairs manageable
silky smooth and shiny that why she choice SUNSILK BLACK SHINE for her shelf.
(this was a personal one-on-one interview session with Midhat Hussian Khan )
Email:midhatkhan9090@gmail.com

SURVEY RESULTS:
For further understanding our team took the google based survey form the
general public. We asked them which brand they pick to which 59.5% said
sunsilk. Satisfaction level among the consumers were high. Brand has honest
successful classy and reliable effect on its 42.9% consumer. Among all the
popular shampoo about 61.9% thinks on Sunsilk who consumer. Among all the
popular shampoo about 61.9% thinks on Sunsilk when they hair haircare
product.

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1) SALIENCE

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1) JUDGEMENT

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2) PERFORMANCE

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3) IMAGERY

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4) FEELINGS

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5) RESONANCE

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MYSTERY SHOPPING OBSERVATION
So in mystery shopping I visited bahadurabad imtiaz, Carrefour opposite to
Gulshan imtiaz, metro safari. At Carrefour they put sunsilk hair fall solution
shampoo of 185ml PKR240 &380ML PKR 440 and pump 680 ml PKR720 with
conditioner of 180ml of PKR240 on their 1st 2 shelves. On the 3rd and 4th is the
sunsilk black shine of ml to ml with conditioner of ml. At imtiaz the same
pattern was followed. At metro safari the order of placing product on shelves
starts from right to left and starts with sunsilk black shine of 185 ml to 680ml
with conditioner of 680ml. then comes sunsilk long and healthy grow and then
hair fall solution. It has been observed that sunsilk black shine and sunsilk hair
fall solution it the top most running product of sunsilk brand along with sunsilk
long and healthy

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PRELIMINARY ACTIVITIES:

Brand resonance pyramid:

Depth and awareness:
People when they think about the taking care of their hair while washing them
and does not wants to harm them with much chemicals so there was one
product which come in their mind was Sunsilk
CATEGORY IDENTIFICATION:
Sunsilk gives them a feeling of warm, fun, excitement, social approval.
Strategic Implications:
Sunsilk associates them with young girls, working women, and students, who
has less time for themselves. So sunsilk is there go to product.
PERFORMANCE:
Service Empathy:
Consumer believes that Sunsilk provides quick and efficient solution 52%. As
well not just quick and efficient solution it provides stylish and attractive look
and design 47.6%.
Price and promotion
About its price people are satisfied about 35.7%. and sunsilk launches quite
frequent promotion on its product

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IMAGERY:
Personality:
Sunsilk uses different shades of different colors on their product to make it
more attractive for its customer colors like light green, blue, black, golden, light
pink. Sunsilk focus on the styling and making one look better with least makeup
and great quality of hair. These types of people are the most common
customers of sunsilk.
FEELINGS:
warmth:
it gives the people a very warmth, nice, comfy, look of their hairs which they
desire.
Fun & excitement:
Sunslik gives its customers excitement about the usage of the product due to its
color, packaging, advertisement, and teenage girls found it out quite fun &
excited to use because of the models they show in the adds.
JUDGEMENT:
Satisfaction level:
Satisfaction level of customers is on the right track and can be achieve more
with little more betterment in the product. People like to recommend it to
others. Trust level is also high.

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Price:
Customers are satisfied with the price and quantity which they offer and its
great with its quality
RESONANCE:
Community, Attachment, Engagement & Loyalty:
Customers are loyal to sunsilk. Sunslik has earned this loyalty in a highly
competitive era where people easily switch to other brands with just no time
and very easily. Sunsilk advertisements always portraits young girls with
ambitions, success, and a strong motivate ahead in life to achieve. To become
something and have their own identity in the world. As this has been observed
by their campaigns and adds.
MENTAL MAP AND CORE:
About mental map when we asked people what describes the brand sunsilk they
said (HONEST, SUCESSFUL, CLASSY, RELIABLE, WARTH, FUN, EXCITEMENT,
SOCIAL APPROVAL).
Form them it was HONEST, SUCESSFUL, CLASSY, RELIABLE, 42.9%
RELIABLE, WARTH, FUN, EXCITEMENT, SOCIAL APPROVAL it was 38.1% yes and
42.9% may be
BRAND ASSOCIATION:
Credibility:
Honest, successful, reliable
Personality:

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Classy, warmth,
Accessibility:
Social approval

CORE ASSOCIATION WITH BRAND:

Gangs of girls:
Sunsilk in 2008 launched a social networking beneath the name of Gang of
ladies. that purpose was to administer its users access to a range of native and
international specialists to handle varied hair care desires through its content,
blogs and live chat area. the location includes wealthy content of hair care and
fashion, and users also can participate in interactive games and quizzes. In 2011,
Sunsilk was listed within the whole Trust Report revealed by Trust analysis
consultive.
Co creation collaboration:
In 2009 Sunsilk decided to operat with variety of skilled hair "experts" to
develop new and improved product. every hair “issue" variant links to Associate
in Nursing "expert” with the relevant specialist hair information. for instance, Dr
Francesca Fusco, a replacement royalty specialist, co-created a “hair fall” variant
for the complete. The lineup additionally includes: Jamal Hammadi for Black
Shine, Rita spiritual leader for vivacious color, Teddy Charles for Plumped Up
Volume, Thomas Taw for injury Reconstruction, Ouidad for outlined Curls and
Yuko Yamashita - artificer of Japanese hair straightening method 'YUKO' - for
excellent Straight.
Media Interpretation of Brand and Product Category:
Sunsilk media interpretation is very trendy, cool, traditional, comfortable,
enjoyable, motivational, and meaningful to the audience. They start hitting the
segment from teenage to working women and so on so forth. They always try to
give a positive, motivational message along with the adds. That attracts the

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people more. If we look at their recent add in which Sohai Abro was the model
and she was in some election campaigns and having a busy schedule and a guy
around her advised her to take care of her hair and he will take care of the
election. To which Sohai’s reaction was she will manage very thing and then
comes the sunsilk black shine on the screen and tells the benefits of the
product. the tag line of the add was SHAAN SE SHINE. This interprets a good
message on the viewer that girls can also do what they want no one can stop
them and they can manage their personal as well as the professional life very
easily and smartly.
https://www.youtube.com/watch?v=GN__ySWw0ac
Competitive analysis:

34%
The market share of sunsilk is 34% which is good as the competition is raising
day by day.

https://www.slideshare.net/MudasraG/sunsilk-brand-audit-report-
34964193#:~:text=Market%20share%3A%20Sunsilk%20as%20a,34%25%20of
%20total%20market%20share.&text=24.,-24%20%7C%20S%20t%20r%20a%20t
%20e%20g%20i%20c
strategic recommendations:
Connect with the MALE consumers:
Sunsilk always cover female in their advertisement and does campaigns focused
on the female. Perhaps they have a quiet wide, interesting, range of product
and they can easily get the male attention towards their product which will surly
increase their share of market.
Expanding the product on the globe:
Sunsilk is available in over 60 countries worldwide. as well Sunsilk products
seem to be not available in the Unitedkingdom, the United States and Canada.
The Sunsilk website is having a list of countries where their products are being
sold, in which the USA is not. They should try to achieve the same market
position in USA again. Through proper media, advertisements, and

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understanding what people really want now from a shampoo and conditioner
and they should choice over any other shampoo.
https://en.wikipedia.org/wiki/Sunsilk

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