ADVERTISING STRATEGY OF SUNSILK

A project Submitted to

University of Mumbai for partial completion of the degree of

Bachelor of Management Studies

Under the Faculty of Commerce

By

ACHARYA KARTIK VINAYAK

Roll No.32

Under the Guidance of

PROF. NAVEENA SURESH

Sree Narayana Guru College of Commerce

P.L. Lokhande Marg, Chembur, Mumbai – 400089

Academic Year

2020 – 2021

1
 SREE NARAYANA GURU COLLEGE OF COMMERCE

P.L. LOKHANDE MARG, CHEMBUR, MUMBAI – 40008

CERTIFICATE

This is to certify that MR. ACHARYA KARTIK VINAYAK has worked and duly completed
his Project Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce in the subject of Marketing and his project is entitled, “ADVERTISING
STRATEGIES OF SUNSILK” under my supervision.

I further certify that the entire work has been done by the learner under my guidance and that no
part of it has been submitted previously for any Degree or Diploma of any University.

It is his own work and facts reported by his personal findings and investigations.

________________________________

Date of Submission _______________ Name and Signature of the Guiding Teacher

2
 DECLARATION

I the undersigned Mr. ACHARYA KARTIK VINAYAK here by, declare that the work
embodied in this project work titled “ADVERTISING STRATEGY OF SUNSILK”, forms my
own contribution to the research work carried out under the guidance of MRS. NAVEENA
SURESH is a result of my own research work and has not been previously submitted to any
other University for any other Degree/Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as
such and included in the bibliography.

I, here by further declare that all information of this document has been obtained and presented
in accordance with academic rules and ethical conduct.

_________________________

ACHARYA KARTIK VINAYAK

Certified by

_______________

(Guiding Teacher)

3
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions in
the completion of this project.

I take the opportunity to thank the University of Mumbai for giving me chance to do this
project.

I would like to thank my Principal,Dr. Ravindran Karathadi for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator Ms. Rishita Shukla for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide MRS. NAVEENA
SURESH whose guidance and care made the project successful.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parent and Peers who supported me throughout my
project.

4
 INDEX

SR.NO CONTENTS PAGE NO.

1 CHAPTER 1 Introduction 6-22

2 CHAPTER 2 Research Methodology 23-24

3 CHAPTER 3 Literature Review 25-27

4 CHAPTER 4 Interpretations and Presentation 28-58

5 CHAPTER 5 Conclusion and Suggestions 59

6 BIBLIOGRAPHY AND WEBLIOGRAPHY 60

5
 CHAPTER 1 INTRODUCTION

The introduction describes the history, mission, vision, purpose and Sunsilk’s total brand and
how company manages these brands for segmentation, targeting, and positioning. This report
tells us that how company selects their segmentation, targeting and positioning strategy for a
specific product Sunsilk shampoo. This project tells that what are the pricing, promotion, and
packaging strategy of Sunsilk shampoo. SWOT of Sunsilk is also included in this project.
Marketing programs and promotional activities are clearly and briefly covered in this project.

When it comes to brands of shampoo in Sri Lanka, Sunsilk has been considered as Sri Lanka’s
No: 01 shampoo brand for its capabilities to provide longer, smoother and straight silky hair.
This brand is also the strongest brand in Asia and it is said to be available over 80 countries all
over the world.

The brand’s most recent marketing campaign is the co- creation collaboration in which 7 hair
experts around the world would answer to every hair issues and come up with the best solutions
for the problem.

The new range of products is as follows:

 Sunsilk dream soft and smooth

 Sunsilk hair fall solution
 Sunsilk damaged hair re construction
 Sunsilk Stunning Black Shine

Sunsilk believes that the secrets to beautiful hair should not be locked behind the salon door. So
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.

This research was carried out to identify the customer preference for Sunsilk as a brand. Now
Sunsilk is being positioned as Sri Lanka’s No: 01 Shampoo brand and this research report will
help to identify he customer preference level and the significant reasons for customer preference
as well as the relationship between those significant factors and the level of preference .The
research findings will definitely help in designing new product mix for current and the potential
customers which satisfy their needs better than ever.

6
 MARKETING

Marketing is the science of meeting the needs of a customer by providing valuable products to
customers by utilizing the expertise of the organization, at same time, to achieve organizational
goals.

Marketing has both inbound and outbound activities. Inbound activities largely center on
discovering the needs and wants of the potential customers. The collective group of all potential
customers is called a market. Categorizing these needs into groups is called segmentation.
Organizing markets into segments allows a producer to more logically decide how to best
provide value to that group of potential customers. The analysis of market segment needs
analysis of existing sales and profitability, the description, designs and introduction of new
products and the analysis of competitor offerings are also inbound activities that are important
but not often seen by the public.

Outbound activities include all aspects of informing the market that a product is available,
delivering that product, and encouraging the purchase decision. These activities include
advertising, promotion, supply chain, sales support, product training and customer support.

7
MEANING OF MARKETING
Marketing can take place any time a person or form tries to exchange something of value with
another person or firm. Primarily, marketing is an exchange process. In this sense marketing
consists of activities designed to facilitate exchanges to satisfy human needs and wants.
Marketing deals with customers, it manages profitable customer relationships. Marketing works
at two levels – firstly to attract new customers by promising superior value and secondly to keep
and increase current customers by delivering satisfaction.

Marketing links producers and consumers together for mutual benefits. Production will be
meaningless if goods produced are not supplied to consumers through appropriate marketing
mechanism. Modern marketing is global in character. Customer is the cause and purpose of all
marketing activities. According to Drucker, the first function of marketing is to create a cutomer.
Marketing deals with identifying and meeting human and social needs. It is described as
“meeting needs profitably.”

DEFINITIONS OF MARKETING
According to Philip Kotler, “Marketing is human activity directed at satisfying needs and wants
through exchange process.”

According to American Marketing Association, “Marketing is the activity, set of institutions

and processes for creating, capturing, communicating, delivering and exchange offerings that
have value for customers, clients, partners and society at large.”

8
FEATURES OF MARKETING:-
1. Customer focus:

The marketing function of a business is customer-centered. It makes an attempt to study the

customer needs, and goods are produced accordingly. The business existence depends on human
needs. In a competitive market, the goods that are best suited to the customer are the ones that
are well-accepted. Hence, every activity of a business is customer-oriented.

2. Customer satisfaction:

A customer expects some services or benefits from the product for which payment is made. If
this benefit is more than the amount paid, then the customer is satisfied. In the long run,
customer satisfaction helps to retain market demand. It helps achieve organizational objectives.
Customer satisfaction can be enhanced by providing value-added services, which includes
providing additional facilities at little or no extra cost.

3. Objective oriented:

All marketing activities are objective-oriented. Different objectives are fixed at different levels,
but the main objective is to earn profit from business along with the satisfaction of human wants.
Marketing activities undertaken by sellers make an attempt to find out the weakness in the
existing system, and measures are taken to improve the shortfalls so that the objectives are
achieved.

4. Marketing is both art and science:

It refers to a specific skill that is required in marketing activities of any type of business. Science
refers to a systematic body of knowledge, based on facts and principles. The concept of
marketing includes a bunch of social sciences such as economics, sociology, psychology and
law. It indicates market operations based on some principles. Hence, marketing is an art as well
as science.

5. Continuous and regular activity:

Marketing is an activity designed to plan, price, promote and distribute product. At the same
time, it also addresses both the current and future consumers. Thus, it is a continuous process. A
marketer has to consistently monitor environment. This helps in coming up with new products.

6. Exchange process:

Marketing involves exchange of goods, services and ideas with the medium of money. Exchange
takes place between sellers and buyers. Most of marketing activities are concerned with the
exchange of goods. Functions such as distribution, after-sale services and packaging help in the

9
exchange process. Channels of distribution and physical distribution play an important role in the
exchange process by creating place utility.

ADVANTAGES OF MARKETING
1.Brand Recognition:

One of the most notable functions of marketing is creation and promotion of corporate brands,
according to Honeywell International, which participated in a $14 billion merger with Allied
Signal in 1999. This resulted in capabilities that now incorporate business offerings in several
new areas including aerospace, electronics, home and building control, specialty chemicals,
consumer products and transportation industries. The success of the merger and subsequent
success of the company was due largely to brand recognition. To stay competitive, companies
have to reach out to as many consumers as possible through as many as channels as possible.
Consumers have to know who to buy from. A brand is instantly recognizable through a variety of
factors, which may include a slogan, name, symbol or reputation, as was the case of Honeywell
International.

2. New Product Ideas:

In today’s technological advanced global market, consumers shop until they find products that
are innovative. Marketing provides the advantage of showing customers the latest and greatest a
business has to offer. Companies that have taken advantage of marketing in big ways include
companies such as Apple, which is always showing off the latest and greatest new technology
electronic or computer gadget to come to market. This can result in a big boon in sales.

3. Increased Sales:

Marketing brings increased sales when managed correctly. This typically comes in the way of
high rates of customer traffic. This may come from Internet traffic generated by various means,
including from email campaigns, traffic that comes from business blogs, social media forums,
product launches online or from marketing efforts offline. These may include retailers that work
to promote services that feature selected products during certain reasons. Coupons or other
special discount offers are another way that marketers offer advantages to organization by
increasing sales and the bottom line by improving consumer interest in products.

4. Cost Savings:

As sales peak and brand awareness increases, marketing efforts result in cost savings as
marketing expenses begin to decline. An in-hour marketing team is always less expensive than
hiring a marketing or advertising agency to handle marketing and promotional activities.
Marketing agencies may offer certain perks and advantages, but with time these efforts can

10
become expensive. Fortunately, even external marketing agencies can be cost-effective if
managed effectively. If this is an organization’s only option, packaged plans may help reduce the
cost associated with ad campaigns.

CHALLENGES IN MARKETING
1.Keeping Abreast of Competitors Actions:

The marketing management functions in a small business can be compared to a series of ongoing
chess matches between you and your major competitors. To give yourself the best chance of
winning these matches, the first step is to know what your opponents are doing and are likely to
do. Every business owner needs to make gathering information about competitors a high priority.
If a competitor has historically slashed prices in the summer, you need to have your own
response to this tactic planned out so you don’t lose customers.

2. Scarcity of Resources:

Most small businesses have more ideas for marketing their products or services than they have
funds available to execute these strategies. Prioritizing expenditures becomes of paramount
importance. You must allocate these resources where they will have the strongest positive impact
on sales. This challenge in this allocation process is that the business owner may not be certain
about the likely effectiveness of a new marketing tactic. Experimentation takes place even
guesswork. In some cases, you may guess wrong and the sales results from the tactics are
disappointing.

3. Dealing with Competitive Disadvantages:

Businesses have both competitive advantages aspects of their products and service level that
make it easier to attract new customers and disadvantages areas where competitors products or
services are better suited to meet customer’s needs. In the long run, a small business owner seeks
to upgrade the company’s market offering to narrow the gap between a company and its
competitors. In the short run, your challenge is to create a marketing message that emphasizes
your own company’s strengths.

4. Listening to the Customer:

Small business owners are close to their customers or customer prospects they may speak or
interact with them on a daily basis. It’s important to use these interactions as an opportunity to
learn about what customers really want or need. Every conversation provides chances to gather
information that can help you tailor your business operations to be closely aligned with these
customer preferences. You have to make an effort to ask them what you can do to better serve
their needs as well as finding out their opinions of your competitors. An additional challenge is

11
that customer tastes are constantly changing and you must adapt your products or services to
meet these changes.

5. Getting the Message Out:

Small business owners have to use a variety of means o spread the word about a company and
what it offers. Possible choices include direct mail, print, radio or television advertising, social
networking and traditional in-person networking. A major challenge is time. Given business
operational management responsible overseeing all aspects of how the business runs owners may
neglect setting aside time for planning and executing a marketing campaign. The effect of not
spending enough time getting the word out is lower potential sales. You cannot afford to just
hope that customers find your business.

12
 ADVERTISING

Advertising is an audio or visual form of marketing communication that employs an openly

sponsored, non personal message to promote or sell a product, service or idea. Sponsors of
advertising are often businesses who wish to promote their products or services. Advertising is
differentiated from public relation in that an advertiser usually pays for and has control over the
message. It is differentiated from personal selling in than the message is non personal, i.e., not
directed to a particular individual. Advertising is communicated through various mass media
including old media such as newspapers, magazines, television, radio, outdoor advertising or
direct mail or new media such as search results, blogs, websites or text messages. The actual
presentation of the message in a medium is referred to as an advertisement or “ad”.

Commercial ads often seek to generate increased consumption of their products or services
through “branding” which associates a product name or image with certain qualities in the minds
of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct
response advertising. Non-commercial advertisers who spend money to advertise items other
than a consumer product or service include political parties, interest groups, religious
organizations and governmental agencies.

Non-profit organizations may use free modes of persuasion, such as a public service
announcement. Advertising may also be used to reassure employees or shareholders that a
company is viable or successful.

Modern advertising was created with the techniques introduced with tobacco advertising in the
1920, most significantly with the campaigns of Edward Bernays, considered the founder of
modern, “Madison Avenue” advertising.

Advertising influence our emotions by techniques that include stereotyping and targeting the
audience according to who we are. Emotions are influenced by thing such as this out occupation,

13
beliefs, personality, self esteem, lifestyle, relationship, friends, how we look and what we wear.
Advertisers use methods that attract attention.

For example, to make a burger look tasty in advertising, it may be painted with brown food
colors, sprayed with waterproofing to prevent it from going soggy and sesame seeds may be
super-glued in place. Advertising can bring new customers and more sales for the business. It
can be expensive but can help businesses make money.

14
MEANING
Advertising is the actions of calling public attention to something, especially by paid
announcements. Note that the definition uses the term ‘action of and doesn’t specify that
advertising in limited to print media, television, internet, or any other specific medium. While it
does place an emphasis on ‘paid announcements’, it isn’t a requirement. Finally, it only says that
attention is called to something, not specifically good attention. Anyone that has turned on the
TV during election season known advertising can be negative.

Advertising provides a direct line of communication to your existing and prospective customers
about your product or service. The purpose of advertising is to:

 Make customers aware of your product or service

 Convince customers that your company’s product or service is right for their needs
 Create a desire for your product or service
 Enhance the image of your company
 Announce new product of services
 Reinforce salespeople’s messages
 Make customers take the next (ask for more information, request a sample, place an
order, and so on)
 Draw customers to your business

Your advertising goals should be established in your business plan. For example, you may want
to obtain a certain percentage of growth in sales, generate more inquires for sales, or build in-
store traffic. The desired result of can simply be increasing name recognition or modifying the
image you’re projecting.

DEFINITION
Advertising is a means of communication with uses of a product or service. Advertisements are
messages paid for by those who send them and are intended to inform or influence people who
receive them, as defined by the Advertising Association of the UK.

15
TYPES OF ADVERTISING
1. Broadcast Media:

Television and radio are two traditional broadcast media long used in advertising. Television
offers creative opportunities, a dynamic message and wide audience reach. It is typically the
most expensive medium to advertise. Because local affiliated stations normally serve a wide
local audience, you also have to deal with waste when trying to target a small town marketplace.
TV watches normally have a negative attitude toward commercials and many DVR’s at their
fingerprint. Radio and TV both have fleeting messages, meaning they disappear once the
commercial spot ends.

2. Print Media:

Magazines and newspapers are the two traditional print media. Magazine offer a highly selective
audience who to generally interested in ads closely related to the topic of the magazine. Visual
imagery is also stronger in magazines than newspapers. On the downside, magazines are costly
and require long lead time, which limits timely promotions. They also have limited audience
reach. Newspapers are very affordable for local businesses and allow you to target a geographic
segment if you have a universal product or service. Newspaper are also viewed as a credible
medium, which enhances ad acceptance.

3. Support Media:

Support media include several options for message delivery than normally add to or expand
campaigns delivered through more traditional media. Billboards, transits, bus, benches, aerial,
directories and trade publications are common support media.

4. Direct Marketing:

Direct marketing is an interactive approach to advertising that has picked up in usage in the
early 21st century. It includes direct mail, email and telemarketing. These are direct response
effort to create an ongoing dialogue or interaction with customers. Weekly or monthly email
newsletters, for instance, allow you keep your brand, products and other messages in front of
prospects and customers. Telemarketing is a way to survey customers and offer new products,
upgrades or renewals. Direct mail is the most common format of direct marketing where you
send mailers or postcards to targeted customers promoting products, deals or promotions.

5. Product Placement:

Another newer advertising technique is product placement. This is where you offer
compensation to a TV show, movie, video game or theme park to use your product while
entertaining audiences. You could pay a TV show, for instance, to depict your product being
used and discussed positive in a particular scene. This ad method is a way for companies to

16
integrate ads with entertainment since customers have found ways to avoid messages delivered
through more conventional media.

6. Internet:

The internet is used by online and offline companies to promote products or services. Banner
ads, pop up ads, text ads and paid search placements are common forms. Banner, pop up and text
ads are ways to present an image or message on a publisher’s website or on a number of websites
through a third-party platform like Google’s Awards program. Paid search placements, also
known as cost-per-click advertising, is where you bid a certain amount to present your link and
text message to users of search engines like Google and Yahoo!

17
FEATURES OF ADVERTISING
1. Paid Form:

Only that attempt of the seller on which he/her has spent some money to communicate
information to the consumer is called advertising. If without incurring any expenditure some
information relating to some product or service is published, it will not be called advertising. For
example, if an editor of some magazine, on his own, published news about a particular products,
it will convey to the consumers necessary information regarding that product but no expenditure
has been incurred by the seller for this publication.

2. Impersonal Presentation:

Advertising is non-personal presentational of information. In other words, the advertiser and the
consumer do not come into personal contact. Advertising is a monologue and not a dialogue.

3. Speedy and Mass Communication:

Advertising is a speedy medium of communication. Besides being speedy, its operational area is
very vast. In other words, it reaches millions of people simultaneously.

4. Identified Sponsor:

Another feature of advertising is that its sponsor can be identified. Whenever we come across an
advertisement, its sponsor is easily recognized. Obviously, its sponsor can be either the seller or
the producer of that product or service. If due to some reason it is difficult to identify the
sponsor, then that information cannot be called advertising.

5. Flexibility:

With a television advertisement, companies can invest hundreds of thousands of dollars while
taking a gamble on whether or not the campaign will pay dividends. Even if your company wants
to invest a lot of money into online advertising, if it isn’t working after a certain time, you can
either pause the campaign permanently or make adjustments, like fixing your ad copy and
landing page, before shelling out more money. You can’t do that with other mediums, so let’s
say a quick thank you for being able to make mistakes and last minute adjustments to campaigns.

6. Guidance:

How great is it that Google provides a “quality score” which informs you how well your
advertisements are performing? If you receive a score of a 6/10, well, it is time to go back to the
drawing board, and if you have any questions, Google has a 1-800 number that provides

18
technical support during business hours. Having trusted guidance on a daily basis is something
that many online advertisers take for granted!

ADVERTISING STANDARDS COUNCIL OF INDIA

Advertising Standard Council of India (ASCI) is a self regulatory voluntary organization of the
advertising industry. According to the ASCI code, complaints against deviant advertisements can
be made by any person who considers them to be false, misleading, offensive, or unfair.

Like other countries around the world, India too has a self-regulatory organization (SRO) for
advertising content. The Advertising Standards Council of India, ASCI founded in 1985. The
four main constituents of advertising industry viz. advertisers, advertising agencies, media and
allied professions came together to form this independent NGO. The aim of ASCI is to maintain
and enhance the public’s confidence in advertising. Their mandate is that all advertising material
must be truthful, legal and honest, decent and not objectify women, safe for consumers
especially children and last but not the least, fair to their competitors.

The ASCI is committed to the cause of self-regulatory in advertising and ensuring the protection
of the interests of consumers. The ASCI was formed with the support of all four sectors
connected with advertising, viz. Advertisers, Ad agencies, Media (including Broadcasters and
the Press) and other like PR agencies, Market Research Companies etc. Its main objective is to
ASCI thus aims to achieve its own overarching goal i.e. to maintain and enhance the equitable
representation of Advertisers, Agencies, Media and other Advertising services, the individual
member firms being leaders in their respective industries or services. The Consumer Complaints

19
Council (CCC) (21 members) has 12 Non-Advertising professionals representing civil society,
who are eminent and recognized opinion leaders in their respective disciplines such as Medical,
Legal, Industrial Design, Engineering, Chemical Technology, Human Resources and Consumer
Interest Groups, 9 are advertising practitioners from our member firm.

MEMBERS OF ASCI
ASCI’s team consists of the Board of governors, the Consumer Complaints Council (CCC) and
its Secretariat. ASCI has 12 members in the Board of Governors, 4 each representing the key
sectors such as Advertisers, advertising agencies, media and allied professions such as market
research, consulting, business education etc. The CCC currently has about 21 members, 9 are
from within the industry and 12 are from the civil society like well-known doctors, lawyers,
journalists, academicians, consumer activists, etc. The CCC’s decision on complaint against any
ad is final. ASCI also has its own independent Secretariat of 5 members which is headed by the
Secretary General.

There is no other non governmental body in India which regulates the advertising content that is
released in India. If an ad that is released in India seems objectionable, a person can write to
ASCI with their complaint. This complaint will be deliberated on by the CCC after providing due
process to advertiser to defend the ad against the complaint and depending on whether the ad is
in alignment with the ASCI code and law of the land, the complaint is upheld or not upheld and
if upheld then the ad is voluntarily either withdrawn or modified. In 2007, the Government of
India amended the Cable TV Network Rules’ Advertising Code by which ads violate ASCI code
cannot be permitted on TV.

PRINCIPLES OF ASCI
1. Honest Representation:

Truthful and Honest to consumers and competitors.

2. Non-Offensive to Public:

Within the bounds of generally accepted standards of public decency and propriety.

3. Against Harmful Products/Situations:

Not used indiscriminately for the promotion of products, hazardous or harmful to society or the
individuals particularly minors, to a degree unacceptable to society at large.

4. Fair in Competition:

20
No Plagiarism

Not derogatory to competition.

GUIDELINES
1. Automotives and Safety:

Advertisers are encouraged to depict advertisements, in a manner which promotes safe practices,
e.g. wearing of helmets and fastening of seatbelts, not using mobiles/cell phones when driving
etc.

2. Educational Institutions:

Parents are known to make great personal sacrifices to enable their children to get the right
education. A significant amount of advertising activity that is currently happening reflecting the
vast variety of educational programs which are being offered.

3. Foods and Beverages:

Advertising can have a positive influence by encouraging a healthy, well balanced diet, sound
eating habits and appropriate physical activity. Caution and care therefore should be observed in
advertising of Foods and Beverages especially ones containing relatively high Fat, Sugar and
Salt.

4. Disclaimers in an Advertisement:

“Supers” should be clearly legible and on TV advertisement should be held long enough for the
full message to be read by an average viewer on a standard domestic TV set. Therefore following
minimum size of lettering of “Supers” and its holding time on screen for TV advertisements is
required.

21
MISSION OF ASCI
ASCI has one overarching goal which is to maintain and enhance the public’s confidence in
advertising. ASCI seeks to ensure that advertisements conforms to its Code for Self-Regulatory
which requires advertisements to be. Truthful and fair to consumers and competitors. Within the
bounds of generally accepted standards of public decency and propriety. Not used
indiscriminately for the promotion of products, hazardous or harmful to society or to individuals
particularly minors, to a degree unacceptable to society at large.

ORGANIZATION STRUCTURE OF ASCI

ASCI team comprises of Board of Governors and Consumer Complaints Council. From the
nominated members, ASCI elects a Board of Governors of 16 members which has representation
of four members from each category of membership i.e. Advertisers, Agencies, Media and other
advertising services. The Board of Governors is a body which makes policies. The handling of
complaints is taken care of by a Consumer Complaints Council (CCC) which has 21 members.
The CCC is completely independent and lays down its own rules to deliberate and decide on
complaints. These civil society members are from various discipline such as medical, law,
engineering, Human resource and consumer interest groups. The remaining nine members are
from members firms, advertising practitioners. The Board of Governors meets once a month. The
CCC also meets once a month and more often if required.

22
 CHAPTER 2 RESEARCH METHODOLOGY

In order to conduct the research an appropriate methodology became necessary.

The information provided in this project has been collected from various sources.

The data has been collected by referring various books, websites, magazines and other
sources related to the company. Collection of information for the project is done from
different kinds of books and through internet.

LIMITATIONS

 My project does not consist survey because it is related to advertising strategy.

 Also restrictions due to pandemic proved difficult to collect first hand data.
 As survey was not possible as we don’t know customer preference towards
Sunsilk.
 So, it cannot show the exact results related to the Sunsilk.

OBJECTIVES OF THE STUDY

The Objectives of the study are as follows:

1. To know about Sunsilk

2. To know about the difficulties faced by Sunsilk
3. To know about the growth strategies used by Sunsilk
4. To know about the various promotional strategies of Sunsilk
5. To know about the 4P’s of Sunsilk
6. To know about the SWOT analysis of Sunsilk

23
 SCOPE OF STUDY
The scope of the study covers almost all categories of Shampoos. The whole appraisal
of Shampoos has been done from the angle of customer satisfaction. Any substitutes
of Shampoos like washing soaps or natural products have not been considered. Also Shampoos
locally made by the unorganized sector and which are not branded have not been considered.

SOURCES OF DATA COLLECTION

1. Cutting Edge Advertising: How to Create the World’s Best for Brands in the 21st century.

2. Marketing Management Books (Vipul, Rishab publications).

3. Secondary data from various magazines.

24
 CHAPTER 3 LITERATURE REVIEW

The literature review section reveals that the used variables are abstracts from the prevailing
theories and the previous related researches. Those abstracts are clearly shown here and it
supposes that this research is not biased.

V. s. Ramaswamy and S Namakumari (2002) give an idea of Indian rural markets. In numerical
terms, India’s rural market is indeed a large one, it consists of more than 740 million consumers
which is around 73% of total population. Kotler,Keller, Koshy and Jha have attempted to
examine the very concept of satisfaction. It reflects a person’s comparative judgments resulting
from a product’s perceived performance or outcomes in relation to his /her expectations. If the
performance matches the expectations, the customer is satisfied. Baby Thomas (2008) in her
paper states that there are so many reasons why the Indian rural market has untapped treasures
that lure the profit thirsty multinational companies from over the world. These include large
population and increasing rate of literacy. T. Sarathi and R.Laxminarayana (20004) have
highlighted the rural marketing strategies. They state that rural customers are fundamentally
different from their counterparts, and different rural geographies display approach should be to
measure the brands on their ability to delight their customers on the perceived quality of products
and services and not just to satisfy them. J. V. Rangeswara Reddy (2009) measured the customer
satisfaction of Nokia Mobile Handsets users on various parameters like product awareness,
factors influencing brand preferences, place preferences, media preferences and technical
specifications. Dr. N. Kathiruvel (2009)has measured the levels of satisfaction of farmers in
relation to agricultural cultivation, use of new/ advanced technologies for cultivation ,
government advice and agro marketing.

Theory of Consumer Decision Making Process

This theory says that how the customers decide to purchase products. According to this theory
consumers can be divided in to three categories based on their ways of decision making. They
are Extensive problem solving, Limited problem solving, and Reutilized response behaviour.

At the level of Extensive problem solving, consumers need a great deal of information to
establish a set of criteria to be considered when preferring for a specific brand. At the level of
Limited problem solving, consumers have already established the basic criteria for evaluating
various brands but they search for more additional brand information to discriminate among
various brands of a product category. Reutilized response behaviour talks that consumers have
experience with the product category and a well established set of criteria with which to evaluate
the brands they are considering. They simply review what they already know.

Apart from that, this theory also describes four models of consumers with different views .First
one is economicview .Under this view consumer is considered to be a rational person in terms of

25
being aware of all available product alternatives and ranking those alternatives according to the
benefits and advantages and identifying the best alternative.

Next, cognitive view .it says that a consumer is a problem solver. Consumers search for goods
that fulfill their needs and enrich their lives

Preference Formation Model (PFM)

Preference is formed when the customer is bonded to your company through the establishment of
a mutual benefit. Successful companies therefore go beyond delivery of a commodity or service;
they pursue the development of a relationship with their customers. This bonded relationship will
be more likely to survive competitive attacks than the mere purveying of goods or services or an
over reliance on aggressive pricing models.

One of the components of the Preference Formation Process is the development of a Preference
Formation Profile. This profile breaks out the required attributes of each stage of preference
formation.

The profile further differentiates the required attributes of preference into emotive or functional
attributes and defines each as attractor, satisfier or expectant. The PFM results in a likelihood of
preference formation index (PFI) which represents the strength of preference for a given
product/service. We have found that the preference formation index (a standardized score
ranging from one to one hundred) can range dramatically given the market and population under
consideration. When the index is weak (seventy-five or below) it means that while the elements
of preference are ³in play´ there is a reasonable amount of indifference toward the preference
target.

R.L. Oliver (1994) observed that customer satisfaction results from a process of internal
evaluation that actively compares expectations before purchase of a product or service with
perceived performance during and at the conclusion of a purchase experience. The deployment
of the theory of reasoned action as a model for preference formation explains why such
evaluation takes place. Satisfaction is a product of the alignment between prescribed functional
and emotive performance elements and the ability of the company to meet the performance
expectations. Sustained preference is a product of meeting these requirements over time.

What we have referred to as functional and emotive performance elements Oliver defines as
³evaluative elements´ (expectants, satisfiers and attractors) that, in turn, comprise a single
product or service evaluative experience. Sustained preference can be thought of as a series of
experience interactions that are continuously being modified as the components of preference are
modified over time.

According to a research done by J. Jeffrey Inman, Leigh Mcalister, Wayne D. Hoyer (1990),
the promotional price cuts and promotion signals serve as persuasive appeals in support of
choosing a particular brand, the ELM model posits a continuum of the ways choice attitudes
might change as a result of exposure to a promotion. At one end of the continuum, termed the

26
central route to persuasion, the consumer diligently, actively, and cognitively evaluates
information central to the particular evaluation.
Promoting a brand with both a promotion signal and a price cut will, on average, increase the
likelihood that an individual will choose that brand.

The presence of a promotion makes the selection of the promoted brand more likely. Further, it
seems that for some consumers, the promotion signal alone represents a sufficiently significant
change in the choice condition to induce a shift in choice behavior toward the promoted brand.
For some consumers, how- ever, a concomitant price cut is needed.

Gregory S. Carpenter and Kent Nakamoto (1989) explain in their research that consumer
preference towards a product may differ because of the product attributes. They say that the
learning process of the customers form a preference towards particular brand. First customers
have a trial purchase and if the customers are satisfied with the product attribute customers
repurchase the product and doing so the preference is formed. As a result, consumer preferences
are likely to evolve through time, updated through heuristic judgment processes.

Leon Schiffman and Leslie Kanuk.(2009) expresses in his book consumer behavior the
application of the Theory of Reasoned Action Model. The model is designed to provide a better
understanding of how consumer preference is formed and, correspondingly, to provide the means
to accurately predict consumer preference behavior.

The important contribution of the reasoned action model is the realization that consumers utilize
the model in all purchase experiences to a lesser or greater extent. Of equal importance is the
realization that the components used to make a preference decision are also the ones employed
by a consumer to evaluate the performance success of the product or service purchased and the
company responsible for them. Therefore, as the components of preference change, the elements
influencing satisfaction change accordingly.

The relationship is dynamic and fluid therefore static or predetermined satisfaction analytic
packages often miss the most important elements of preference and can create a false sense of
security on the part of companies who think that since their customer satisfaction scores are high
they must in turn have relatively loyal customers.

27
 CHAPTER 4 INTERPRETATIONS AND PRESENTATION

COMPANY PROFILE

HINDUSTAN UNILEVER LIMITED

Hindustan Unilever Limited (HUL) is an Indian consumer goods company based in Mumbai. It
is a subsidiary of Unilever. HUL’s products include foods, beverages, cleaning agents, personal
care products and water purifiers. It is also among the biggest polluters in India.

HUL was established in 1933 as Lever Brothers and in 1956, became known as Hindustan Lever
Limited as a result of a merger among Lever Brothers, Hindustan Vanaspati MFG. Co. Ltd. And
United Traders Ltd. It employs over 65,000 people. The company was renamed in June 2007 as
“Hindustan Unilever Limited”.

LOGO

Unilever, the Anglo Dutch company with a portfolio of well-known brands within nutrition,
hygiene, and personal care. They appointed Wolff Olins to help create a new brand for the
company, clearly expressing it’s vitality mission.

The logo consists of twenty five icons intricately woven together to form a U, replacing the old
logo that had been used since 1970. Working with creative director Lee Coomber, “We used a
fluid creative process whereby we thought about how and what Unilever does, whilst drawing
icons and the U simultaneously”.

According to the release, the government has approved the company’s new corporate identity
represented by a new logo and the new name, Hindustan Unilever Ltd. The shareholders of the

28
company had earlier approved the proposal for change of name at the company’s 74 th annual
general meeting on May 18, 2007.

The new logo is symbolic of the company’s mission of ‘Adding Vitality to Life’. The HUL
website explains the concept as an effort to meet everyday needs for nutrition, hygiene and
personal care with brands that help people look good, feel good and get more out of life. All the
25 different icons representing the organization, its brands and the idea of vitality are represented
in the logo.

29
HISTORY
Hindustan Unilever Limited (HUL) is India’s largest fast moving consumer goods company,
with leadership in Home and Personal Care Products and Foods and Beverages. HUL’s brands
spread across 20 distinct consumer categories, touch the lives of two out of three Indians.

In the summer of 1888, visitors to the Kolkata harbor noticed crates full of Sunlight soap bars,
embossed with the words ‘Made in England by Lever Brothers’. With it began an era of
marketing branded Fast Moving Consumer Goods (FMCG). Soon after followed Lifebuoy in
1895 and other famous brands like Pears, Lux and Vim. Vanaspati was launched in 1918 and the
famous Dalda brand came to the market in 1937.

In 1931, Unilever set up its first Indian subsidiary, Hindustan Vanaspati Manufacturing
Company, followed by Lever Brothers India Limited (1933) and United Traders Limited (1935).
These three companies merged to form HUL in November 1956. HUL offered 10% of its equity
to the Indian public, being the first among the foreign subsidiaries to do so. Unilever now holds
52.10% equity in the company. The rest of the shareholding is distributed among about 360,675
individual shareholders and financial institutions.

The erstwhile Brooke Bond’s presence in India dates back to 1900. By 1903, the company had
launched Red Label tea in the country. In 1912, Brooke Bond and Co. India Limited was formed.
Finally, BBLIL merged with HUL, with effect from January 1, 1996. The internal restructuring
culminated in the merger of Pond’s India Limited (PIL) with HUL in 1998. The two companies
had significant overlaps in Personal Products, Specialty Chemicals and Exports businesses,
besides a common distribution system since 1993 for Personal Products. The two also had a
common management pool and a technology base. The amalgamation was done to ensure for the
Group, benefits from scale economics both in domestic and export markets and enable it to fund
investments required for aggressively building new categories.

In January 2000, in a historic step, the government decided to award 74 per cent equity in
Modern Foods to HUL, thereby beginning the divestment of government equity in public sector
undertakings (PSU) to private sector partners. HUL’s entry into Bread is a strategic extension of
the company’s wheat business. In 2002, HUL acquired the government’s remaining stake in
Modern Foods.

In 2003, HUL acquired the Cooked Shrimp and Pasteurized Crabmeat business of the Amalgam
Group of Companies, a leader in value added Marine Products exports.

HUL’s brands like Lifebuoy, Lux, Surf Excel, Rin, Wheel, Fair and Lovely, Pond’s, Sunsilk,
Clinic, Pepsodent, Close-up, Lakme, Brooke Bond, Kissan, Knorr, Annapurna, Kwality Wall’s
are household names across the country and span many categories soaps, detergents, personal
products, tea, coffee, branded and staples, ice cream and culinary products. They are
manufactured over 37 factories across India. The operations involve over 2,000 suppliers and

30
associates. HUL’s distribution network, comprising about 2,500 population, and about 250
million rural consumers.

HUL has traditionally been a company, which incorporates latest technology in all its operations.
The Hindustan Unilever Research Centre (HURC) was set up in 1958, and now has facilities in
Mumbai and Bangalore. HUL is also running a rural health program Lifebuoy Swasthya
Chetana. It has already touched 120 million people in approximately 50,676 villages across
India. The vision is to make a billion Indian feel safe and secure.

FMCG major Hindustan Unilever (HUL) has received its board’s nod for disvestment of 43.31%
stake in Hindustan Field Services (HFS) to Smollan Group on June 27, 2010. HFS is a joint
venture (JV) company between HUL and Smollan Holdings. It was incorporated for building
capabilities for ‘in-store’ execution in Modern Trade and operates as a dedicated venture with
processes, capability and culture of execution. Smollan Group currently holds 49% stake in HFS.

In 2012 HUL entered into an agreement with Unilever for manufacturing, marketing and
distributing.

31
VISION
Our Priorities and Principles

Unilever is committed to supporting sustainability and providing our consumers around the
world with the products they need to look good, feel good and get more out of life.

A better future for children

 Our oral care brands Signal and Close-Up encourage children to brush their teeth day and
night for optimal dental health. We also partner the FDI World Dental Federation,
supporting oral health programs around the world.
 Brands such as Omo and Persil have helped parents believe the unconventional
philosophy that Dirt is Good. Children learn through play, and mud spatters and grass
stains can easily be removed with effective laundry products.

A healthier future

 Our Flora/Becel margarine brands have been scientifically proven to help reduce
cholesterol levels.
 Vaseline has launched the Vaseline Skin Care Foundation, providing research into skin
conditions and support for people affected by them.
 Lifebuoy soap has long had a presence in developing markets around the world, and its
campaign to promote hand washing with soap was celebrated by 200 million people
across 53 countries in 2013.

A more confident future

 Ove’s Campaign for Real Beauty uses real women instead of models in its advertising
campaigns. The brand has also launched the Dove Self Esteem Fund which educates and
inspires millions of young women.
 Our Sunsilk hair care brand has partnered some of the world’s leading hair specialists to
co-create formulas tailored to treat conditions such as hair-fall, frizz, limp locks and
uncontrollable curls.
 Close-Up toothpaste provides an affordable oral care solution for consumers in
developing markets, allowing them to take care of their dental health and closer with
confidence.

32
MISSION
Unilever mission is to add vitality to life.

The mission that inspires HUL is to help people feel good, look good and get more out of life
with brands and services that are good for them and good for others. It is a mission HUL shares
with its parent company, Unilever which holds about 52% of the equity.

 Work to create a better future every day.

 To help people feel good, look good and get more out of life with brands and services
that are good for them and good for others.
 To inspire people to take small, everyday actions that can add up to a big difference for
the world.
 To develop new ways of doing business with the aim of doubling the size of the
Company while reducing environmental impact.
 Believes in maintaining high standards of Corporate Governance.

OBJECTIVES
1. Always working with integrity:

Conducting our operations with integrity and with respect for the many people, organizations and
environments our business touches has always been at the heart of our corporate responsibility.

2. Positive Impact:

We aim to make a positive impact in many ways through our brands and commercial operations
and relationships, through voluntary contributions, and through the various other ways in which
we engage with society.

3. Continuous commitment:

We’re also committed to continuously improving the way we manage our environmental impacts
and are working towards our longer-term goal of developing a sustainable business.

4. Setting out our aspirations:

Our Corporate Purpose sets out our aspirations in running our business. It’s underpinned by our
Code of Business Principles which describes the operational standards that everyone at Unilever
follows, wherever they are in the world. The Code also supports our approach to governance and
corporate responsibility.

33
5. Working with others:

We want to work with suppliers who have values similar to our own and work to the same
standards we do. Our Supplier Code, aligned to our own Code of Business Principles, comprises
eleven principles covering business integrity and responsibility relating to employees, consumers
and the environment.

BRANDS AND PRODUCTS

HUL is the market leader in Indian consumer products with presence in over 20 consumer
categories such as soaps, tea, detergents and shampoo amongst others with over 700 million
Indian consumers using its products. Sixteen of HUL’s brands featured in the ACNielsen Brand
Equity list of 100 Most Trusted Brands Annual Survey (2014), carried out by Brand Equity, a
supplementary of The Economic Times.

34
Food

 Annapurna salt and spices

 Bru coffee
 Brooke Bond (3 Roses, Taj Mahal, Taaza, Red Label) tea
 Kissan squashes, ketchups, juices and jams
 Lipton tea
 Knorr soups and meal makers and soupy noodles
 Kwality Wall’s frozen dessert
 Modern Bread, ready to eat chapattis and other bakery items (now sold to Everstone
Capital)
 Magnum (ice cream)

Homecare Brands

 Active Wheel detergent

 Cif Cream Cleaner
 Comfort fabric softeners
 Domex disinfectant/toilet cleaner
 Rin detergents and bleach
 Sunlight detergent and color care
 Surf Excel detergent and gentle wash
 Vim dishwash
 Magic Water Saver

Personal Care Brands

 Aviance Beauty Solutions

 Axe deodorant and after shaving lotion and soap
 LEVER Ayush Therapy ayurvedic health care and personal care products
 Breeze beauty soap
 Brylcreem hair cream and hair gel
 Clear anti-dandruff hair products
 Clinic Plus shampoo and oil
 Close-Up toothpaste
 Dove skin cleansing and hair care range bar, lotions, creams and anti-perspirant
deodorants
 Denim shaving products
 Fair and Lovely skin-lightening products

35
  Hamam
 Indulekha ayurvedic hair oil
 Lakme beauty products and salons
 Lifebuoy soaps and handwash range
 Liril 2000 soap
 Lux soap, body wash and deodorant
 Pears soap
 Pepsodent toothpaste
 Pond’s talcs and creams
 Rexona soap
 Sunsilk shampoo
 Vaseline petroleum jelly, skin care lotions
 TRESemme

Water Purifier Brand

 Pureit Water Purifier

36
AWARDS
The Institute of Competitiveness, India, has recognized Hindustan Unilever Limited’s project
Shakti for ‘Creating Shared Value’ and bestowed upon the company the Porter Prize for 2014. It
ranked numer one on the Forbes list of ‘Most Innovative Companies’ across the globe for 2014
and was ranked number three on Fortune India’s list of India’s most admired companies in a list
compiled with the help of a global management consultancy Hay Group. It received an award
from Dun and Bradstreet Corporate Awards in 2014 and was Client of the year at Effies 2013 –
2014. It also received an award as a Conscious Capitalist of the year at the 2013 Forbes India
Leadership Awards. HUL won 12 awards overall with 4 Golds, 4 Silvers and 4 Bronzes at the
2013 ’50 Most Admired Companies list’ and was declared the fourth most Respected Company
in India in a survey conducted by Business World in 2013. As per a 2015 Nielsen Campus
Track-business school survey, Hindustan Unilever emerged among the top employers of choice
for B-school students graduating that year. It has often been called a ‘Dream Employer’ for
application by B-school students in India. In 2012, HUL was recognized as one of the world’s
most innovative companies by Forbes. With a ranking of number 6, it was the highest ranked
FMCG company. Hindustan Unilever Limited won the first prize at FICCI Water Awards 2012
under the category of ‘community initiatives’ by industry’ for Gundar Basin Project, a water
conservationist initiative. Hindustan Unilever Limited won 13 awards at the Emvies 2012 Media
Awards organized by the Advertising Club Bombay in September 2012. The company received
four awards at the Spikes Asis Awards 2012, held in September. The awards included one Grand
Prix one Gold Award and two Silver Awards. HUL’s Chhindwara Unit won the National Safety
Award for outstanding performance in industrial Safety. These awards were instituted by the
Union Ministry of Labour and employment in 1965. HUL was one of the eight Indian companies
to the featured on the Forbes list of World’s Most Reputed companies in 2007. In July 2012
Hindustan Unilever Limited won the Golden Peacock Occupation Health and Safety Award for
2012 in the FMCG category for its safety and health initiatives and continuous improvement on
key metrics. Hindustan Unilever Limited is rated as best 3C’s Company which is registered with
National Industrial Classification Code 15140. Pond’s Talcum Powder’s packaging innovation
has secured a Silver Award at the prestigious 24 th DuPont Global Packaging Award, in May
2012. The brand was recognized for cost and waste reduction. In May 2012, HUL and Star
Bazaar received the silver award for ‘Creating Consumer Value through Joint Promotional and
Event Forecasting’ at the 13th ECR Efficient Consumer Response Asia Pacific Conference. In
2011, HUL was named the most innovative company in India by Forbes and ranked 6 th in the top
10 list of most innovative companies in the world. Hindustan Unilever Ltd received the National
Award for Excellence in Corporate Governance 2011 of the Institute of Company Secretaries of
India (ICSI) for excellence in corporate governance. HULwas ranked 47th in The Brand Trust
Report 2014 published by Trust Research Advisory. 36 HUL brands also featured in the list
including Lux, Dove, Lipton, Vim, Kissan, Bru, Rexona, Close-Up, Clinic Plus, Pond’s, Knorr

37
and Pepsodent among others. HUL has also emerged as the top employer of choice among the
top six Indian institutes of Management (IIMA, B, C, L, K and I). HUL won three awards at the
‘CNBC Awaaz Storyboard Consumer Awards’ in 2011- Most Recommended FMCG Company
of the Year; Most Consumer Conscious Company of the year and Digital Marketer of the year.
The company was felicitated in April 2010 for receiving the highest number of patents in the
year 2009 at Annual Intellectual Property Awards 2010. In 2007, Hindustan Unilever was rated
as the most respected company in India for the past 25 years by Businessworld, one of India’s
leading business magazines. The rating was based on a compilation of the magazine’s annual
survey of India’s most reputed companies over the past 25 years.

HUL is one of the country’s largest exporters. It has been recognized as a Golden Super Star
Trading House by the Government of India.

38
SUNSILK

Sunsilk is a hair care brand produced by the Unilever group. The brand was introduced in 1954
in the UK, available in most global countries, it is known as Sedal in Spanish speaking Latin
American countries, Seda in Brazil and Elidor in Turkey, 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 American and the Middle East and is the number one hair care brand in
Philippines, Brazil, Argentina, Bolivia, Sri Lanka, Indonesia, and Thailand.

HISTORY
Sunsilk was launched in the UK, in 1954 and by 1959 it was available in 18 different countries
worldwide. At the time, Sunsilk had an advantage over other shampoo in the market as it only
needed one application, and so meant washing less natural oils from the hair. Sunsilk cream
shampoo for dry hair was launched in 1956.

In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an
alternative large size pack to the bottle. Sunsilk was also available in such tubes. In 1960,
Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin designed to
help keep the scalp free from infection. In 1961, Sunsilk Liquid shampoo was re-launched to
Sunsilk Beauty, because ‘Liquid’ in the name, originally used to distinguish the product form
powdered shampoo had become meaningless as the majority of shampoo were now in liquid
form.

In 1962, Sunsilk was marketed as a range of shampoos for different hair types. Sunsilk
significantly improved product formula and launched new variants in 1966. The first major
shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable,
shampoo for dull hair, which restored hair’s natural shine, lemon shampoo for greasy hair with
deep cleansing ingredients. Sunsilk hair spray was first launched in 1964 to enter an expanding
hair-spray market, but in 1966 a new product formula was developed which gave hold, even in
damp weather whilst still caring for hair. The hair spray contained a French perfume and could
easily be removed by brushing or shampooing it out.

39
In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than
traditional glass bottles for the same price.

By the early 1970, Sunsilk was manufactured in 27 countries, was the closer thing to a global
hair care brand. Sunsilk conditioner was launched in 1971 with three variants for dry, normal and
greasy hair. In 1973, Sunsilk launched an aerosol-dispensed setting lotion. An economy size
shampoo bottle was introduced for Sunsilk in 1974.

In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every
week. In 1980, the whole Sunsilk range was re-launched with improved formulations and
packaging design to bring the brand into the 1980’s. In 1985, Sunsilk styling mousse was
launched and 2 years later a conditioning mousse followed. In 1993, Sunsilk launched a new
range of shampoo and conditioners, which were developed to meet women’s hair needs and
reflect the way women think about their hair. The institute (a trademark by Seda/Sedal) “Elida
Hair Intitute” developed the products in response to market research. Each product contained a
unique formulation of ingredients, combining the best from natural and scientific worlds to help
combat common hair problems. By the same year, Sunsilk has been marketed as hair range using
technologies made by the “Elida Hair Institute”.

40
In 2001, Sunsilk has entered into the hair colorant market for Asian-type dark hair, Sunsilk Pro-
Color offers a range of seven permanent colors from natural black to copper with purple, red and
gold tints. It was launched in India and Thailand.

LOGO

NAME: The color of the font will be bold white “SUNSILK” with a colorful pack

COLOR: There is a diverse variety of colors introduced in recent times in Sunsilk

SHAPE: This brand has a circle shape.

41
FONT: The name and logo will be appeared has a high lightened of this product with eye-
catching colors.

SLOGAN: For this brand the slogan is “Life Can’t Wait”.

PRODUCTS
Sunsilk includes a wide range of shampoos, styling products and conditioners under its product
portfolio. Sunsilk was introduced in the market as a shampoo that needed just one application for
successful hair washing and cleaning. In 1956, SUNSILK FOR DRY HAIR came in the market.
In 1958, the brand came up with small sized ploythene tubes that was transparent and was an
alternative for a large-sized bottle. In 1960, the consumers came to know SUNSILK TONIC
SHAMPOO that was helpful in keeping the scalp free and clean from infection. In the year 1961,
Sunsilk re-launched its Sunsilk Liquid Shampoo to SUNSILK BEAUTY. Within a span of ten
years, an anti-dandruff tonic shampoo was also introduced. In 1971, the brand came out with
SUNSILK CONDITIONER in three different varieties for greasy hair, normal hair and dry hair.
Later the company introduced SUNSILK STYLING MOUSSE and after that CONDITIONING
MOUSSE.

Lately the company has a wide range of products to meet the different needs of different type of
hair. Some of them are STUNNING BLACK SHINE, DREAM SOFT& SMOOTH, ANTI-
DANDRUFF SOLUTIONS, LUSCIOUSLY THICK & LONG and HAIR FALL SOLUTION.
All the variants are linked with experts who have professional knowledge about the hair. The
shampoo according to colors are YELLOW SUNSILK that has vegetable extracts along with
Bio-Proteins, BLACK SUNSILK that has Melanin derived from the extracts of plants, PINK
SUNSILK that has Yoghurt Proteins and ORANGE SUNSILK that has nutrients from Citrus
fruits.

42
SUNSILK SHAMPOO

43
Dream Soft and Smooth Shampoo:

This wonderful shampoo contains ceramide and egg yolk extract, which makes the hair soft and
smooth. It is specially designed for dry hair and acts as a cleanser and provides nourishment. Its
conditioning properties act as a softening agent which smoothes out the frizz and create an outer
protection to seal the moisture of your hair.

Lusciously Thick and Long Shampoo:

If you are looking for a shampoo which cleanses, nourishes and also help in hair re-growth, then
this is one of the best shampoos available in the market. It contains keratin, yoghurt nurti-
complex, which provides nutrients to the hair and strengthens it from root to tip making them
thick and long. It is gentle on hair and has a long lasting fragrance which lingers for a long time.

Damaged Hair Reconstruction Shampoo:

This shampoo has one of the most advanced reconstruction formula which gives back life and
health to your damaged hair. It contains olive oil nurti-complex which reconstructs damaged hair
strand by strand, fills in the hair strand and provides essential nutrients to reconstruct damaged
hair. The shampoo is specially meant for people with dry, damaged hair with split ends.

Radiant Shine Shampoo:

This is the new entry in the Sunsilk shampoo range and has created quite a buzz. This unique
shampoo contains 5 most essential oils; argan, jojoba, camellia, olive and almond for hair growth
and health. The ultra-light fusion of all these natural oils penetrates deep into the hair, cleanses
the hair well leaving no residue, seals in the moisture and provides it a radiant shine from inside
and outside. It has a nice floral smell which stays on for 2 days.

44
Perfect Straight Shampoo:

Straight hair is always most sought after and most of the girls try a lot of methods to achieve that
perfectly straight hair. But now you can easily achieve those smooth and straight locks with the
help of this shampoo. It has the breakthrough straight lock technology which controls and aligns
every hair strand. It also reduces the frizz, provides moisturization and keeps the hair perfectly
aligned.

Black Shine Shampoo:

This shampoo is enriched with the amla and pearl-complex, which forms a protective layer on
the surface of the hair to protect it from the harmful sun damage. Amla is well known to restore
the hair’s health, shine and provide the adequate nourishment. Sun damage causes extreme
damage and the hair also loses its natural color. The shampoo provides a natural shine and glow
to your hair. It has a semi-liquid consistency with a shimmer black color.

Shine and Strength Shampoo:

This shampoo is also a new entrant in the Sunsilk co-creations range by Jamal Hammadi. The
shampoo protects and moisturizes each hair strand from root to tip. It contains henna nutria-
complex which cleanses, hydrates and strengthens each hair fiber to make it healthy and strong
from within. With regular usage, you will get naturally healthy hair with luminous shine.

Anti-dandruff Solution Shampoo:

Many people suffer from scalp infections and stubborn dandruff, especially during the monsoon
season. Sunsilk has got a new shampoo range to solve your dandruff woes. It contains zinc
pyrithion and citrus complex, which is well known for dandruff elimination. The shampoo is also
enriched with natural ingredients like sunflower oil and lime extracts which cleanses and soothes
your hair well.

Keratinology Detoxifying Shampoo:

This shampoo is the part of the Sunsilk’s keratinology range, advanced reconstruction for dry
and damaged hair. It is specially designed to retain the beauty and health of your salon-treated
hair for a long time. It is developed with keratin micro-technology which nourishes and
reconstructs dry and damaged hair. Use regularly for healthy and smooth hair.

Keratinology Sun Kissed Color Therapy Shampoo:

This particular range of shampoo protects color-treated hair and the shiny luminous hair color is
retained for a longer period of time. It provides salon like care for your damaged and colored hair
and also helps the hair color to remain for a longer time. It makes your hair soft, clean and shiny
and you would also experience decrease in hair fall.

45
46
Perfect Straight Conditioner:

Sunsilk Perfect Straight Conditioner, when used along with Sunsilk Perfect Straight Shampoo,
ensures hair retains its natural straightness through the day! Its straight look and revolutionary
conditioner technology helps maintain straightness and prevents frizz, making your hair a breeze
to manage.

Lusciously Thick & Long Conditioner:

Sunsilk Lusciously Thick & Long nourishes hair and makes it look two times thicker. Enriched
with keratin yogurt, this formula nourishes hair from the roots so it grows out and feels more
bouncy. For hair that bounces with you. Its revolutionary conditioning technology makes your
hair oh so manageable.

Nourishment Soft & Smooth Conditioner:

Sunsilk Nourishing Soft & Smooth Conditioner ensures hair retains its natural softness. Its
unique blend of 5 natural oils and revolutionary conditioner technology act as softening and
shaping agents to keep hair manageable. Sunsilk Nourishment Soft & Smooth Conditioner is
now New Outside & wow Inside. Its most joyful yellow shampoo pack comes with an easy to
handle grip and a wow inside than ever before.

Stunning Black Shine Conditioner:

With Sunsilk black shine get long lasting shine from day to night! Enriched with Amla pearl
complex, this formula moisturizes and nourishes your black hair making it look fuller and
shinier. Prevents dullness and restores a healthy lustrous look. Its revolutionary conditioning
technology makes your hair oh so manageable.

Long and Healthy Growth Conditioner:

Reduces hair breakage & helps hair reach its natural growth potential. Enriched with biotin, this
formula nourishes hair from the roots.

47
 ADVERTISING STRATEGY OF SUNSILK

SWOT Analysis of Sunsilk

Strength

 International Company.
 Asset Leverage.
 Online growth.
 Loyal Customers.

48
  Strong management team.
 Supply chain.
 Pricing.
 Unique products.

Weakness

 Bad communication.
 Diseconomies to scale.
 Weak management team.

Opportunities

 Acquisitions.
 Emerging markets and expansion abroad.
 Innovation.
 Online.

Threats

 Cheaper technology.
 External changes (Government policies, taxes, etc).
 Lower cost competition or imports.

49
PRICING
HINDUSTAN UNILEVER claims to practice value based pricing in which the customers
perception of the product’s price provides a starting point for developing the marketing mix of
the product. The research department determines this price usually by using focus groups.
Sunsilk is also available in Rs. 45 and Rs.169 price bottles to cater to the demands keeping in
mind the wants of this particular customer segment. The primary importance of this value based
pricing is that the product demand will be much higher if its price is in line with the customers
perception of its value. One crucial concern for value based pricing is strict management of cost
in order to be able to make a profit at the value based price. After the initial price is determined.
HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits.

PROMOTION
 Build top of the line consumer’s awareness
 Creating a personality of the brand
 Besides having these general objectives, the advertising objectives are set avoiding to the
advertising strategy for each product, e.g. Sunsilk advertising objectives since it was
being re-launched were:
 To increase the usage
 Conditioning benefits
 Makes the hair appear clean and shiny
 Imparts a feeling of freshness due to fragrance
 Easy to manage silky soft hair
 Unique shampoo for every hair type
 Effectively communicate brand promise.

50
PLACE
Distribution Objective:

“To reach as many towns and villages as we can”

HINDUSTAN UNILEVER has 150 distributors whose function is to sell to wholesalers directly.
These are different distributors for different areas. They are carefully selected and their
performance is constantly evaluated.

Sunsilk products are available in at least sixty countries of the world. It is an international
company with strong network in countries like India, Thailand, Indonesia, Sri Lanka,
Bangladesh, Argentina, Pakistan and Brazil. Although it started its production in UK but in has
been successful in penetrating such a large market. Unilever has set up a team for market
segmentation. This helps them to decide the right market for their product. In geographic
segmentation, they divided the market in various groups like gender, age and family size.
Accordingly, they decided on a particular market. Their distribution strategy is also very
extensive as it caters to a mass market.

MEDIA ADVERTISING
Sunsilk began its first television advertising in 1955 with a campaign that founded on specific
hair “issues”. In the UK, the campaign focused on shiny hair. During the 1960’s, a television
commercial of Sunsilk featured a tune composed by John Barry, “The Girl with the Sun in her
Hair”, which proved so popular that it was subsequently released as a pop single.

Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new
Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s, Sunsilk was
advertised with the slogan “All you need is Sunsilk”.

FIRST ADVERTISING
Sunsilk began its first television advertising in 1955 with a campaign that founded on specific
hair “issues”. In the UK, the campaign focused on shiny hair. During the 1960’s, a television
commercial of Sunsilk featured a tune composed by John Barry, “The Girl with the Sun in her
Hair”, which proved so popular that it was subsequently released as a pop single.

Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new
Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s, Sunsilk was
advertised with the slogan “All you need is Sunsilk”.

51
CELEBRITY ASSOCIATIONS

Madonna, Shakira and Marilyn Monroe all featured in Sunsilk’s 2008 advertising campaign
“Life Can’t Wait” which launched with a Super spot. The philosophy behind the campaign was
about girls taking positive steps to gain better control of their lives “Hair On Life On”.

Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India. In
2009, singer Delta Goodren was announced as the “face of Sunsilk” in Australia. The singer and
her music have since featured in several Sunsilk advertisements.

52
In 2007, British girlband Girls Aloud launched a campaign for Sunsilk after securing a
sponsorship deal worth over £1,000,000. Members Nicola Roberts, Nadine Coyle, Cheryl Cole,
Kimberly Walsh and Sarah Harding all represented the brand, which included shooting a
television commercial. Sunsilk also sponsored their following tour.

MAGAZINE
In 2003, Sunsilk (Sedal) launched the first hair only glossy magazine in Argentina aiming to
communicate to the professional hair industry. More than 800,000 copies are published each
month. The magazine focuses on hair, fashion and beauty issues as well as showcasing
hairdressers work. It is sold locally on newsstands and distributed tohair salons.

53
GANG OF GIRLS

In 2006, Sunsilk India launched a social networking site called Gang of Girls, which offered its
users access to a variety of local and global experts to address various hair care needs through its
content, blogs and live chat room. The site includes rich content of hair care and fashion, and
users can also take part in interactive games and quizzes. In 2011, Sunsilk was listed in The
Brand Trust Report published by Trust Research Advisory.

54
SUNSILK V/S HEAD AND SHOULDERS

Sunsilk being launched in 1954 in the UK has target market of females in 16-40 age group but in
their promotions they target the entire market. Its main objective is to grab the market and to be
a superior in the market therefore it focuses on the lower income group as it comprises of the
major chunk of the population.

Sunsilk is offering the family size bottle for just 165 rupees. It uses innovative techniques and
pervasive ways to establish a position and make people aware of the product. Head and
Shoulders have about 65% market share in the anti-dandruff market segment. It is based on the
lifestyle of the customers therefore its target customers are the higher middle class people who
are brand conscious, early adopters and who are actually worried about the health of their hair. It
is different from the other shampoo in this segment because of the new element of ZPT formula.
Head and Shoulders offer a family size bottle for 220 rupees so it is the reason for it to be a fast
selling product with the higher middle class group.

55
SMOOTH SUNSILK CONFIDENCE……
Extra bounce, extra shine, get always extra……

Hair is natural and beautiful but whenever there is a problem the first step is to get back to
nature. This is what Sunsilk provides, solves every hair problems, as well as rejuvenates the
health of hair to its original bounce and shine naturally and hence is preferred by mostly
adolescents. Hence the segment which we have chosen for the survey of buyers decision is
college going girls.

Leading the pack is HUL’s Sunsilk brand, which has recently been re-launched as Sunsilk
Natural. Sporting four variants, HUL is again reinforcing the natural proposition with added
ingredients such as lemon, amla and milk proteins. Says Prasad Narasimhan, Marketing
Manager, HUL “We are making Sunsilk more contemporary and Sunsilk Natural is the new
nomenclature for the brand.” Considering that the shampoo category is one of the growing
segments in the stagnant FMCG industry, companies are enhancing their products to cater to
consumer needs. Anjali, a twenty five year educated career woman, was nervous. She was
stranded on a busy street, with her scooter refusing to start. A few minutes ago, the damned
machine stalled. Those few minutes were like eternity for Anjali. Usually confident and
composed Anjali felt helpless. First she struggled with the electric start button, it didn’t work.
She couldn’t reach the starter kick pedal from her sitting position. She got off and tried to kick
the machine to start. By this time her nice pink salwar had got stained. She then struggled to
bring the machine on its center stand, which required all her might and almost got her toes
crushed. Anjali then got help but not without feeling miserable in full public view. The story
described above reflects clearly the crave nature of women to look good. They wish to be
independent and mobile. They wish they could do without help from men. They wish to be
themselves. A product services need to reassure a women that it will be around in a predictable
way when she needs help. For example, if she needs her microwave oven repaired, assure her
that the mechanic would not just be courteous, but that he would come home at her convenience
with required tools. This is a basic expectation. They will enthusiastically recommend the
products to many other equally enthusiastic women. Thus, women constitute about half of the
market. If we consider their influence in buying decisions, we will realize that they control much
more than half the market. Thus, all these things influence the buying decision of a product
including the one we have chosen i.e. Sunsilk Shampoo. Its recent print ad is clearly about
confidence and individuality. Women who look stunning in silky and velvety soft hair convey
this message. Every woman would like to get attention. Looking young is her eternal desire. The
confidence and individuality of Sunsilk women set up a desire in her to be like them. The
products themselves occupy a small but inviting position in the print ad. Any women will linger
at the ad page and will imagine her having the same silky and velvety soft hair, but she may not
be familiar with all aspects of makeup and beauty treatment. In one way we can say that it ignites
inflammable needs of a women – the need for head-turning attention, co-ordination and detail,

56
the need for feeling nice about self. It shows her the way to fashion. It’s a heady mix, which few
women can ignore. Also they take extra-ordinary efforts to satisfy their needs. A woman will
travel to another end of town to buy something like rice, dry fruits or vegetable is she believes
that she is getting something special. So it’s obvious that they will go for a product like shampoo
which is available for all types (dry, rough, sticky lifeless etc) of hair and is a natural shampoo
containing Amla, Watermelon extracts, olive oil, Egg protein and many more natural things
which strengthens the hair and make them beautiful.

Sunsilk Gang of Girls

Sunsilk renowed for its product development initiatives, saw stiff competition from new players
in the shampoo market. Sunsilk is a brand of HUL or HLL, the leading FMCG company of India
which is known for its innovative promotional & distribution strategies. Therefore the Sunsilk
planned to adopt new strategy for promoting its Brand. On June 17 2006, HUL launched Sunsilk
Gang of Girls.com which it claimed was India’s first online “all-girls community”. The site was
a branded space promoting Sunsilk while at the same time providing a social networking space
girls. Social networking sites had become very popular with young adults. Sites such as Orkut,
hi5, Facebook and My Space etc were all dominated by this age group.

Gang of Girls is a successful online girls community created by Sunsilk in India and the
Philippines.

Problems faced by the Sunsilk marketers

 There was rising competition in shampoo market.

 International brands entering into market.
 Lack in attracting the Target Group (youth).
 Traditional way of advertising.
 Losing the Target Group.
 Low Brand recognition.

Solution found by the Marketers

With the growing consumption of internet among the youth, led to innovative a new way of
promoting the brands. For the 1st time in India HUL introduced new way of promoting brands &
its products. This site is a social networking site for only girls. Any girl can have account to
access & join her gang.

Reasons for selecting the above solution

57
  Segmentation
 Targeting
 Positioning
 Change in media consumption behavior of the Target Group
 The growing popularity of new and emerging media the Internet, especially among the
Indian youth
 To keep the Sunsilk brand relevant to its Target Group (young girls)
 Social networking had become a new trend among youth
 Brand awareness & brand salience
 Better than conventional advertising

Reference groups, which plays most important role in purchasing FMCG’s. This site helps the
target group to get reference from the group members online.

The increase in income of most of the youth is also considered. Who can go & have internet
facility.

58
 CHAPTER 5 CONCLUSION
From this market survey, it can be concluded that nowadays consumers have become really
conscious about the products they purchase. In the shampoo industry, during the old days the
only thing the consumer used to keep in mind while purchasing was the brand name or else the
person/celebrity who used to endorse it, but now things have changed. Consumer not only check
the effectiveness but also the ingredients. Shampoo like Dove, Sunsilk, Garnier fructis, etc are
very regular among the households and the main source is television advertisement, i.e. the ads
make the brands known among the mass and rest is in their usage.

RECOMMENDATION
 Sunsilk should drive according to local preferences and needs.
 Maintain image among customers, mainly advertisement covers, use expenses of Sunsilk,
but we recommend them to cut their advertisement expenditure in the economic crisis &
should more focus on social responsibility
 To improve promotional strategies to ensure social responsibilities & highlighting
benefits they provide Sunsilk can raise their revenue
 Like every company do research & development to innovate new product and promote its
old product, Sunsilk must bring innovative product in short term and long term goals
 Unilever should enter into WEB Marketing
 They should introduce 2 in 1 composition, i.e. shampoo plus conditioner which is the
demand of a huge potential market.

59
 BIBLIOGRAPHY
1. Cutting Edge Advertising: How to Create the World’s Best for Brands in the 21st century.

2. Marketing Management Books (Vipul, Rishab publications).

WEBLIOGRAPHY
https://www.hul.co.in/brands/our-brands/sunsilk.html

https://www.slideshare.net/sonakshisaxena3/sunsilk-marketing-strategy

https://www.termpaperwarehouse.com/essay-on/Sunsilk-s-Marketing-Strategy/195618

https://www.scribd.com/document/53112707/Sunsilk

https://ninjaoutreach.com/sunsilk-marketing-strategy/

60