PRESTIGE INSTITUTE OF

MANAGEMENT AND RESEARCH

Presentation By: Guided By:

Vanita Rathore Dr. Pragya Kesari
 Table of Content
PART (B) PART (C)
PART (A)

• Introduction of the company • Target Audience • Creative Objective

• Product Mix • Media Research • Creative Strategy
• Introduction of the Product • Objective • Type of Appeal
• Price Strategy • Strategy • Copy Style
• Distribution Strategy • Research, Frequency & • Copy Format
• Promotional Strategy Continuity • AD Design/ Script/ Videos to be
• Positioning • Budget added
• Target Customers • Media – Mix- Decision
• Brand Research • Calculation Table
• Competitors • Media plan
• Market Share
• Advertising Objective
Unilever : Introduction

• Unilever is a British-Dutch multinational consumer
goods company, headquartered in London, United
Kingdom and Rotterdam, The Netherlands
• Unilever is the largest producer of soap in the world. It
is one of the oldest multinational companies and its
products are available in around 190 countries.
• Unilever is organized into four main divisions –
Foods, Refreshment (beverages and ice cream), Home
Care, and Beauty & Personal Care.
Product Mix of HINDUSTAN UNILEVER
LIMITED
SUNSILK
• Sunsilk is an international brand aimed
primarily at women for hair care. Launched in
the year 1954 in UK this leading brand is under
the parent company Unilever.
• Sunsilk has a unique slogan of its own “Because
Life Can’t Wait “and its slogan for color shampoo
is “Live In colors”.
Company
• Product type : Hair Care
• Owner :Hindustan Unilever Limited
• Country: United Kingdom
• Introduced:1954; 66 years ago
• Ambassador(s):Isyana Sarasvati
Raisa Andriana
• Tagline: Hair on your side.
• Mission:“to help women all over the world
get hair on their side”
Introduction
• Sunsilk has become synonymous to affordable hair care in India,
since many decades.
• Originally launched in the United Kingdom, Sunsilk successfully
revolutionized the market of drugstore shampoos in over 18
countries.
• It was launched in India in 1964. In the initial years in India,
Sunsilk was a cosmetic beauty shampoo. Within ten years of its
launch in India Sunsilk
• Launched a tonic shampoo for dandruff, which was the first anti-
dandruff shampoo in India.
• In the India, Unilever’s goal was to position Sunsilk as a brand that
understood the problems faced by women and their needs and
preferences.
Products
PRODUCTS PRICE QUANTITY

Sunsilk Dream Soft And Smooth Shampoo Rs.139 340ml

Sunsilk Lusciously Thick And Long Shampoo Rs.139 340ml

Sunsilk Hair Fall Solution Shampoo Rs.144 340ml

Sunsilk Radiant Shine Shampoo Rs.139 340ml

Sunsilk Perfect Straight Shampoo Rs.144 340ml

Sunsilk Stunning Black Shine Shampoo For Hair Rs.139 340ml

Growth

Sunsilk Long and Healthy Growth Shampoo Rs.144 340ml

Pricing Strategy

• 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.

• The price of Re 1 and 2 for Sunsilk shampoo sachets shows

how the price also reflects a concern to make the purchase
more convenient, since the rupee is denoted in this value
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.
Cont....
• 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 customer’s
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.
 Distribution Strategy
• “To reach as many towns and villages as we can”
• HINDUSTAN UNILEVER has 150 distributors whose
function is to sell to wholesalers directly.
• There are different distributors for different areas.
• They are carefully selected and their performance is
constantly evaluated.
• To reach each & every part of the nation Sunsilk’s parent
company works on go-to-market strategies.
• Closely working with 2700+ redistribution stockists and
shoppers every day to make the product available has helped
the brand in increasing the shelf visibility & off take/ Sales.
Promotional Strategies

• Sunsilk has always been a brand which has focused on

aggressive marketing and promotion. The general
route of promotion through newspapers and other
print media, television advertisements has been
adopted by Sunsilk.

• It uses Priyanka Chopra in India for its promotion.

The tagline for the brand Sunsilk is 'Your hair by your
side'. Sunsilk also increases the consumer
involvement by having interactive games and quizzes.
 Cont....
• It also launched an online all girl community which has actually
helped in increasing brand awareness among the target group.
This initiative also ended up getting an extensive media coverage.

• Sunsilk also looped in professionals and experts for creating

shampoos which helped in signifying quality of the brand. Sunsilk
has proactively been involved in advertising and marketing of its
products which has helped the brand achieving its current status.

• The interactive website of Sunsilk also helps in increasing user

engagement from potential customers.
Segmentation,Targeting,Positioning
• Sunsilk uses the mix
of demographic, geographic and psychographic segmentati
on variables to understand the changing needs of the
customers and address them accordingly.

• It uses differentiating targeting strategies to make

the products available to the customer accordingly as per
their choice.

• It uses usage & benefit based positioning strategies to

increase the hair & care awareness among the potential
customers and to be their favourite hair care brand.
Target Customers

• Although the majority of the customers of

Sunsilk hair care products are women but in
various Asian nations where it has been
successful with the help of parent company in
penetrating the rural markets it is used by men
too.
• Customers of Sunsilk are from all age group.
• Sunsilk is targeting females from age 16-44
 Brand Research

• The shape of sunsilk logo is a small black dot with a black flame, it signifies
Simple word marks and emblems showcasing a stylized exclamation mark.

• This logo shows 7 different colored balls which signifies sunsilk having
different color shampoos and also shows the shape of long hair.

• Brand Personality: Sunsilk has a caring, nurturing, gentle feminine

Personality. The advertisement, packaging, and nature of the product convey
the same.

• For 20-something single girls, hair is often an emotional rollercoaster.

Sunsilk understands and has designed its wash, care and styling collections
to address the most common hair dramas in 80 countries around the globe.
 Brand Research
• In 2005, Sunsilk donned a new avatar to be more in sync with today’s 20-
something women. It launched new variants to the line, repositioning itself into
a complete hair care brand. The founding concept behind the campaign is that
hair can dramatically alter a girl’s mood and actions. The philosophy behind it is
that by taking appearance into their own hands, girls are also taking positive
steps towards being more in control of their life: “Hair On= Life On”.

• From 2009, Sunsilk has started working with a number of professional hair
experts to develop new and improved products. Each hair issue variant has been
linked to an expert with the relevant specialist hair knowledge. For example, Dr
Francesca Fusco, a New York dermatologist, co-created a “hairfall” variant for the
brand. Sunsilk created a new look with new variants, new packaging, new
advertisement and a new tagline “Life can’t wait”.
Sunsilk and its Competitors:
• It is the leader in hair care in India.
• Shampoo market’s 30% shares are owed by
unilever. There are 6 different types of
Sunsilk shampoos – Perfect straight,
Nourishing soft & smooth, Hair-fall
solution, lusciously thick & long, Stunning
black shine, Radiant shine and Natural
recharge Shampoo. Market share is 5.6%
• Each one of these are intended to fight
against respective hair problems like Hair
Fall, Dryness, Damaged Hair, volume
giving, scalp care and under nourished hair.
Pantene
• It is one of the oldest and most widely used
hair care brand around the world.
• Pantene Pro V’s Nourished Shine Shampoo
is one of the India’s best-selling shampoo
which is designed to fight against all the
seven signs of hair damage causes, such as
split ends, dull hair, dryness, weakness,
tangles and roughness. Market Share 12.8%
• For very effective treatment of various hair
problems Pantene’s silky smooth care
shampoo and anti-dandruff shampoo are
widely used.
Head and Shoulder

• It is a world famous Anti Dandruff Shampoo.

• Head and shoulder Shampoos contains
Zinc Pyrithione, this fights with dandruff and
they don’t let it to come again. Market
Share 16.4%
• Along with removing dandruff, it gives
nourishment to hair making them silky
smooth and shiny.
• It’s used widely in India and used for scalp
problems. They are available at affordable
rates.
TRESemme
• It is a  hair care product which is used by hair
care experts around the world. Market share
13.6%
• These innovative shampoos are available in
India in 6 kind, following are the types- Hair
Fall Defense, Climate Control, Split Remedy,
Ionic Strength, Keratin Smooth and Smooth &
Shine Shampoo and Conditioners.
• Not only in India but all around the world,
These shampoos are rated as the best product in
treating various scalp and hair problems by the
experts.
Competitors

• Head and Shoulders

• Tresemmé
• L'Oreal Paris
• Pantene
Market Share
Competitive Analysis

• With a large number of hair care variants with deep assortments /

SKU’s (stock keeping unit) has helped the company in being
ahead of its competitors.

• In the highly competitive market, it competes with companies

like  Heads & Shoulders, Pantene and TRESemme etc. The
network and well-established parent company Unilever help
Sunsilk in achieving a high share of wallet of the customers.
Distribution and making the product available to the remotest
customers segments is one of the critical factors affecting
the performance of the brand and in the case of Sunsilk the same
has been addressed by its parent company in various developing
nations.
Brand Ambassador in India

• Actress and former Miss World Priyanka

Chopra is the brand ambassador for Sunsilk in
India.
• Actress Alia Bhatt is the brand ambassador for
Sunsilk in India.
Marketing campaign

• Sunsilk is 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.
Advertising Strategy

• 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”.
• Sunsilk has bright packaging which is attractive and it
comes out with various price advantages which gets it off
the shelves quicker.
• Sunsilk has always used celebrities to promote its products
but it should try to use normal people also for the
promotion of Sunsilk to increase the sale of its product.
Advertising Objective

• To increase the sales of Sunsilk Shampoo.

• To increase its usage after its re-launch.
Part -B
Target Audience
• Female gender between the age of 14 to 30.
• Especially target to fashionable girls.
• All income age consumers
 • Age of 14 years to 30 years
AGE

• Female -Especially target to

Demographic
GENDE fashionable girls.
R

• Middle and Upper middle class
INCOME
 • tier1 cities
• tier 2 cities
LOCATION

• Urban areas
Geographic • Semi Urban areas
AREA • Rural areas

• Broad minded girls

• Fashionable girls
Behavioural
 PSYCHOGRAPHIC FACTOR

 Social Class: They introduced the Sunsilk black shine mainly for the
higher and middle class and the mini pack for the lower class. It
mainly deals with purchasing power of the customers.
 Lifestyle: Everyone has different preferences based on their life style.
 Personality: its largely dependent on the above-mentioned factors.
People will have lavish personality only if they have purchasing power
to the live the lifestyle (brand personality).
Media Objective
• To create awareness about the
re-launch of Sunsilk with new
packaging and logo.
• To retain the existing
customers and to attract new
customers.
MEDIA MIX STRATEGY
MAGAZINES DIGITAL PLATFORM
Women's era Facebook
Vogue Instagram
Femina YouTube
Glow blogging
Elle twitter
Cosmopolitan
Beauty and Style
GrihShobha
Saheli

• I have selected Magazines as medium because my target audience specially

females prefer magazines for hair care and beauty products.
• I have also selected digital platform because now a days females are more
active on digital platform like watching YouTube for hair care videos.
Media Mix Strategy
• As most of Sunsilk target audience are girls and women, so I'll promote
the products by giveaways and contest prize as women get attracted to
free things first.

• As women's and girls trust in their friends, peer and relatives words
more, so I'll do the word of mouth promotion.

• I'll use some ordinary people for promotion, they'll share their good
experience with Sunsilk products.
 MEDIA RESEARCH

MAGAZINE RATE NO. OF NO. OF READERS Frequency

CIRCULATION

Femina RS. 2,20,000 1,97,510 5,92,530 Fortnightly

Vogue Rs. 3,30,000 50,000 2,50,000 Monthly

Cosmopolitan Rs. 1,50,000 1,45,000 4,35,000 Monthly

GrihShobha Rs. 1,38,000 3,80,000 1,080,000 Fortnightly

Saheli Rs. 2,76,000 3,00,000 4,623,000 Monthly

 MEDIA RESEARCH

Digital No. Days Reach Budget Estimated Total

tax budget
marketing

30 days 910.9K- RS. RS. RS.

Facebook 3.2M 12,00,000 2,16,000 14,16,00
(RS. 40000 0
PER DAY)
Instagram 15 days 362.K- 1M RS. Rs. Rs.
10,00,000 1,80,000 11,80,00
0
REACH, FREQUENCY & CONTINUITY

• Expected reach to
REACH approx.- 30,00,000

• printed for once in magazines

FREQUENCY
• This campaign will be run for 1
months for magazine
CONTINUITY
 CALCULATION TABLE
MAGAZINES

MAGAZINE RATE NO. OF NO. OF Frequency

CIRCULATION READERS
GRIHSHOBHA Rs. 138,000 3,60,000 10,80,000 Fortnightly
SAHELI Rs. 2,76,000 3,00,000 4,623,000 Monthly

FEMINA RS. 2,20,000 1,97,510 5,92,530 Fortnightly

 CALCULATION TABLE
INSTAGRAM

SOCIAL MEDIA NO. DAYS REACH PER BUDGET ESTIMATED TOTAL

DAY TAX BUDGET

Instagram 30 days 1.5M- 3.2M RS. 12,00,000 RS. 2,16,000 RS. 14,16,000
(RS. 40000
PER DAY)

Approx. Reach per Day Approx. Reach 30 Days Approx. Reach 30 Days
30,00,000 people 30,00,000*30= 9,00,00,000 9,00,00,000/ 9 cities =
people 1,00,00,000
people

Budget for 30 Days

Rs. 14,16,000
 CALCULATION TABLE
FACEBOOK
Social media No. Days Reach Budget Estimated Total budget
tax
Facebook 15 days 362.K- 1M RS. 10,00,000 Rs. 1,80,000 Rs. 11,80,000

Approx. Reach per Approx. Reach 15 Days Approx. Reach 15 Days

Day
8,00,000*30= 2,40,00,000 2,40,00,000/ 15 cities = 16,00,000
8,00,000 people

Budget 15 Days for Facebook

Rs. 11,80,000
 BUDGET

MEDIUMS BUDGET
SOCIAL MEDIA- Instagram Rs. 14,16,000
SOCIAL MEDIA- Facebook Rs. 11,80,000
MAGAZINES- Femina RS. 5,92,530
MAGAZINES- Grihshobha RS. 10,80,000
MAGAZINES- Saheli RS. 46,23,000

TOTAL BUDGET Rs. 88,91,530

 MEDIA PLAN

• For this campaign we will target people of the age group of 14 to 30 years located in tier1 cities and

tier 2 cities .

• Advertising medium is Magazines and Digital platform chosen for the effective communication.

• Reach would be approx. 30,00,000 People. The continuity will be for 1 month.

• Total Budget for this campaign is Total Rs. Rs. 88,91,530

Reference
• https://www.coursehero.com/
• https://www.slideshare.net/
• https://www.marketing91.com/
• https://www.ukessays.com/
PART-C
CREATIVE OBJECTIVE
 CREATIVE STRATEGY

TYPE OF APPEAL
 COPY STYLE

COPY FORMAT
AD DESIGN/ SCRIPT/ VIDEOS TO BE ADDED