Marketing Strategy

Presented By -

Sonakshi Saxena

About SUNSILK

• Sunsilk is a hair care brand for women produced by the Unilever group , launched in 1954 in the UK. 

• The brand included a range of shampoos, conditioners, and other styling products.

• By 1959, it had become a well known hair care brand and was available in 18 countries worldwide

Introduction Stage

• Sunsilk was launched in the UK in 1954,and by 1959 it was available in 18 different countries worldwide.

• Sunsilk began its publicity efforts in 1955 with an advertising campaign that focused on specific hair "issues".

• In the UK, the campaign focused on shiny hair.

• A television commercial of Sunsilk featured a tune composed by John Barry, “The girl with the sun in her hair”, which became so popular that it was subsequently released as a pop single.

Marketing Objective

• To create product awareness and to attract the customers towards the product .

Marketing Strategies

• Offered only 1 variety.• Promotion through Advertisements .• Available in market stores.

Growth Stage• Within ten years of its launch in India, Sunsilk

introduced a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India.

• In the subsequent years, it launched many shampoo variants and Tear.

• Sunsilk also came out with its range of hair conditioners.

• Change their logo .

Marketing Objective

• The objective was to expand their market to other cities of India and also maximize market and shares .

Marketing Strategy

• Change their packing, shape and colors of a bottle.

• Available in different size ( pouch & bottle) and price with different Fragrance .

• Easily available in Stores .

• Promote their product through advertisement.

• Change Logo .

Maturity Stage • By the beginning of the new century,

Sunsilk attained maturity as a global brand, with its products being sold in 69 countries.

• To prolong the set in of the decline stage, Sunsilk went for Brand rejuvenation and came out with “SUNSILK NATURALS”.

• From 2009, Sunsilk has started working with a number of professional hair experts to develop new and improved products.

Cont….

• From this came the tagline, “Life can’t Wait.” Hair has a deep emotional connection with women and plays a significant role in the audience’s life.

• By acknowledging this emotional connect, Sunsilk has managed to stand apart from its rivals.

• Sunsilk understands that different girls have different needs and hence has created 7 products that cater to a variety of them.

Cont….

• Unilever launched Sunsilkgangofgirls.com, India's first "online all-girl community" which quickly caught the attention of the target group as it was promoted through a 360-degree media communication blitz.

• The site was branded space to promote Sunsilk, while at the same time it provided a social networking platform for girls.

Cont….

• The site offers 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.

Cont….• The efforts to take the GoG website on the

road began in late 2006 when Unilever conducted a Sunsilk Hair Bars event in Delhi which was essentially a live version of the GoG website where girls could spend their weekend getting advice on hair care, mall activation programs and participation in college youth festival events.

• Came with celebrity “Priyanka Chopra ” to promote their product.

• Change their Logo.

Marketing Objectives

• Build Awareness .• Expand their Market.• Target Women's through

Advertisements.

Marketing Strategy • Available in every stores as well as online .

• Sunsilk provides discounts on shopping online.

• There are different types of prices for Sunsilk’s different types of shampoos and conditioners.

• All range of Price .

• Sunsilk do personal selling by promotion ads and on internet.

• Promotion through celebrity “Priyanka Chopra”

• Sunsilk ad products by TV promos, internet, newspapers .

Advertisement objectives

• The advertisement of a product should follow the smile approach that is:

• S- Simple: Advertising will very simple and easily understandable for all customers.

• M- Memorable: easily memorable• I- Interesting with relevant information• L- Linked to the brand: directly related

with product characteristics.• E-Emotionally involved and liked.

Target Market

• The main target market of sunsilk is females between the ages group 16-40 belonging to the middle and lower income classes.

• Sunsilk target its market o the basis of consumer buying behavior , Income level and purchasing power of people.

Top Shampoo Brands in India

•  Sunsilk• L’Oreal Paris •  Clinic Plus• Fiama Di Wills • Dove Nutritive 

Thank you