A Marketing Case Study

on
Sunsilk Shampoo
By : Amit Kundu

Hindustan Unilever Limited (HUL)

HUL is India's largest Fast Moving Consumer Goods

Company
HUL was formed in 1933 as Lever Brothers India Limited
and came into being in 1956 as Hindustan Lever Limited
through a merger of Lever Brothers
With over 35 brands spanning 20 distinct categories such
as soaps, detergents, shampoos, skin care, toothpastes,
deodorants, cosmetics, tea, coffee,ice cream, and water
purifiers, the Company is a part of the everyday life of
millions of consumers across India.

Sunsilk
Launched in 1964
Sunsilk is the largest beauty shampoo brand in

the country. Positioned as the Hair Expert.

The Benefits are more compelling and
relevant.
The accent is on It knows you, and hence
knows exactly what your hair needs

Objectives
To determine the average level of

Customer preference towards Sunsilk

Shampoo
To identify the most significant
variable affect for the level of
preference.
To recognize the potential benefits
thatcustomers expect from Sunsilk
Shampoo.

Scope
It covers almost all categories of Sunsilk shampoo.

The whole appraisal of Sunsilk shampoo has been

done from the angle of customer preference.
Any substitute of shampoos like washing soaps or
natural products has not been considered.
The geographical area selected is Dwarka locality.
Data is collected through a questionnaire.
The Sample size is 50.

HAVE YOU TRIED

SUNSILK?
83% of the
17%
83%

Tried
Not
tried

respondents have used

the Sunsilk Shampoo.
Whereas 17% of the
respondents have not
used the Sunsilk
Shampoo.

How you come to know about

Sunsilk

Advertisement

22%
54%

16%
8%

Friends
Promotion Campaign
Self Experience

Expectation by Sunsilk Shampoo

27%
17%

38%
19%

Smoothening of hair
To prevent hair fall
Black shiny hair
To construct
damaged hair

Reasons that influences you to

prefer for Sunsilk

8% 4%
13%

15%
15%

15%
16%

12%

Price
Fragrance
Package
Need satisfaction
Colour
Ingredients
Past experience
Promotion

Price level of Sunsilk

6%
High Price

44%
50%

Value for
money

Is Sunsilk Shampoo easily available

in retail outlets?

4%

Yes
No
96%

Conclusion
There is a higher level of customer preference in terms of

Sunsilk Shampoo
Customers gather information through their friends and
neighbors rather than advertising or promotion campaign.
So promotion mix should be changed in to direct
marketing.
The customers prefer Sunsilk shampoo as it satisfies their
expected need Secondly customers care on price.
The company should introduce a new product mix
for cleanness and remove dandruff.

SUGGESTIONS
Introduce shampoo for men
Introduce HERBAL

SHAMPOO
Sale with offers15%extra,one on one free.