Growth Driving Factors:

Key growth driving factors in Hair Care category:

• Urban population with increasing disposable incomes.
• Mounting aspirations of achieving an attractive appearance.
• An increase in the number of working women.
• Rising hygiene awareness.
• Increasing hair related problems due to unhealthy lifestyle, seasonal and
climatic factors.
• greater product choice (and availability given the growth of e-commerce)
PRE AND AFTER COVID-19 IMPACT:
▪ Hair care is set to remain resilient during lockdown in 2020
although shampoo and conditioners may be impacted by lower
frequency of usage due to fewer social occasions.
▪ Hair care sales rise by 12% in value terms in 2019 to reach
PKR51 billion.
▪ Expected 5% rise forecast for 2020 during research conducted
at the end of 2019 before the spread of COVID-19.
▪ Volume sales rise across the board, with the exception of
styling agents, while value sales and unit prices rise across the
category in 2019.
▪ Unilever Pakistan Ltd retains the lead in 2019 holding a 34%
retail value share followed by Procter & Gamble with 31%.
STRATEGIES OF GROWTH DRIVERS:
• ADVERTISING:
INFLUCENCER MARKETING
This marketing strategy adopted by Sun silk Company to grown huge in recent years with top

influencer on platforms like Instagram, Facebook, YouTube attracting millions of followers.

ARTIFICIAL INTELLIGENCE

Unilever Ventures is the venture capital and private equity arm of Unilever, the London and Rotterdam-
based consumer goods company that serves 2.5 billion people daily with over 400 brands, including world-
leading, household-name brands such as Lipton, Dove, Knorr, Ben & Jerry's, Sun silk, and Magnum. 

Unilever has reimagined HR services using artificial intelligence (AI), with a

chatbot to go live in 106 countries.

VISUALIZATION:

With the explosion of smart speakers and voice search in recent years, you’d
be forgiven for thinking that “readable” content is more important than
visuals and design these days.

EMPLOYEE ACTIVATION:

If efficient and friendly service is the cornerstone of great customer experience.

Employee engagement requires you to make your workplace such an attractive
place to work that your employees happiness will spill over onto the customers.
• SALES PROMOTION ACTIVITIES:
• FlashPay Card
• Eid Glam Boxes
• Buy 1 get 1 free
• Fashion Edition
• Tutorials
• Discounts
PACKAGING:
A NEW PACKAGING IDENTITY, coming on
the new bottle shape
developed by the brand.

A NEW LOGOTYPE, with a modern and sensorial round shape, and

a strong personality, welcoming the expert as a caution of the
brand.

The bottle colours have been intensified to reinforce the joyful and colourful spirit of the brand . 
INVESTMENT ON MARKETING:
• Unilever is the second biggest spender on advertising in the world. Unilever’s brand investment worldwide
stood at 7.3 billion euros in 2019. The company has kept its global promotional budget relatively steady,
ranging from 7.1 to 7.7 billion euros (approximately 8.1 to 8.7 billion U.S. dollars) per year.
• Its flagship brand, Sun silk, ranked among the most advertised hair care brands in the country, with
expenditures reaching 168 million U.S. dollars. Unilever is known for investing heavily in TV.
 Consumption Patterns:
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Treatments
In lower-income
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households, in
In
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rly used
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inystill hai
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al
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ternatives whi toletohair the
and
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in big c ities in Pak istan.  Fory adecline
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urban
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shampoos, areas,
used tobecause
areas be and whi
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leotherhairinco
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hai
pre-shampoo
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colorant me
and
products
in Pakistan,
products
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butvery
urban tendare toare
used
beshifting
used
on very
by ethe
special
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(is asconsumers
rare
hair because
now consumers
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it
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r masks,
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and occasional
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country.
considered
hair toni cs) harmful to hair.
 FORECAST GROWTH TREND:
Brand 2014 2015 2016 2017 2018 2019 Expected
2020

Sun silk 22.6 22.1 22.4 22.6 23.1 24.2 25

Sun silk

25.5
25
24.5
24
23.5
23
22.5
22
21.5
21
20.5
2014 2015 2016 2017 2018 2019 Expected 2020
BRAND GROWTH TREND:
• Show the company year wise brand sales growth data extracted from the authentic source of Euro monitor
from trade sources/ national statistics.
• Show the company year wise brand growth from 2014 to forecasted 2020.
• Show the company position in the market leader or follower or competitor.
• Show the company sales 0.5% decrease in 2015, 0.3% increase in 2016, 0.2% increase in 2017, 0.5% increase
in 2018, 1.1% increase in 2019 and forecasted growth in sales is evaluated by 0.8% increase in 2020.
• Expected growth is calculated by the adding of sales % of the preceding years and divide by 2.
• Expected growth of sales in 2020 by 25% from the 2019.