Case Study on Sunsilk Fruitamins

TeamSahana

VibinPramod

Divya Prashanth and

Arjun

Case Study onSunsilk Fruitamins

Case Study 2 – Sunsilk Fruitamins

• Sunsilk launched a variant Fruitamins at Rs. 79 for 200 ml. The proportion of the brand is a fruity fragrance and nourishment to hair. Research showed that there is a need for a product of this kind. HLL has a number of variants for different segments ( Clinic, Lux and Organics are some of them). The company also has brand Nutracare priced on par with Fruitamins. The strategy of the company is to offer a choice to consumers who may also like to switch to different kinds of shampoos. There may be consumers who may use a dandruff shampoo in the short-run and switch to a cosmetic glamour-based shampoo(Lux is an example) later. Pantene has been a successful brand from P & G. Nyle and Ayur are brands which are in the ‘nature’ based shampoo sub-segment. While the herbal brands are positioned with the core proposition of the product ( herbal) itself, Fruitamins seemed to be positioned as a herbal option for the modern lady.

Case Facts – Sunsilk Fruitamins

• Product : Sunsilk Fruitamins • Cost / Weight : Rs 79/

200ml• Proposition : Fruity

Fragrance n Nourishment to hair

• Positioning : Herbal option for Modern Women

• Market Segmentation : Demographic : Gender and Income.

Case Facts – Sunsilk Fruitamins contd.,

• Consumer Behavior : Switch from dandruff shampoo (short-run) >> Cosmetic Glamour-based shampoo (Long Run)

• Competitors : Pantene (P & G). Nyle and Ayur {As given in case}.

• Product Line : Clinic, Lux and Organics {As given in case}.

Case Question -

• What kind of demographics and psychographics would be appropriate if a brand like Fruitamins is to be positioned for a family which may have “Multiple buying units”?

• Is it worth while attempt ??

Case Analysis

• Parent Company - HUL• Brand - Sunsilk• 4Ps :

Product

Price

Promotion

Place

Hindustan Uniliver Limited

• Parent Company : HUL• Other products in same

Product line of HUL : Clinic, Lux, Organics, Nutracare

(As given in the Case). • > HUL’s Other Shampoo Brands -

Dove, Clinic Plus, Clear (HUL Official Website).

HUL - India's largest Fast Moving Consumer Goods Company

• Touching the lives of 2 out of 3 Indians

• Over 20 distinct categories in Home & Personal Care Products and Foods & Beverages.

• The company’s Turnover is Rs. 20,239 crores (for the 15 month period – January 1, 2008 to March 31, 2009).

HUL and FMCG Products – Food Brands

HUL’s Personal Care Products

HUL’s Home Care Brands

Case analysis

• Brand : Sunsilk Highlights Sunsilk is a hair care brand Primarily aimed at women Sunsilk is Unilever’s leading hair care

brand Sold in 69 countries worldwide. Sales of more than €1 billion a year. Number 1 in Asia, Latin America and

the Middle East

Sunsilk Range

• Product Line : Shampoos (Case)• Type of Product :

> Convenience Product (FMCG)

> Sunsilk has a good brand recognition.

Sunsilk Range (Now)

• Product Line : Sunsilk Shampoos (Now)

Case analysis contd,

• Problems in New Product Development ??

Research showed a need for

the product.

• Type of Product Convenience Product (Shampoo

- FMCG) HUL India's largest FMCG

products manufacturer Sunsilk has a good brand

recognition.

Case analysis contd,

• Level of Product Core product or Actual Product Expected product – Tangible – Product

Differentiation Room for Augmented and Future

product ?

• PLC ? Decline Stage – Product withdrawn

from market.

Case analysis contd,

• Branding > Individual Branding ? > Umbrella Branding ?

• Brand Rejuvenation ?? 1999: Range relaunch using

Fruitamin as the new nature-science technology approach (Project Apollo)

Case analysis contd,

• Packaging n Labeling Sachets ?

• Pricing : Strategy Skimming – Slow skimming

Case analysis contd,

• Place : Good reach – National Wide

Product of Sunsilk (HUL) Distribution system

• Promotion Advertising, Brand Ambassador, Gang of Girls introduced in India

Case analysis contd,

• Place / Distribution : Retail outlets, Mom n Pops store.

• USP ?? Fruity fragrance and nourishment to

hair – Herbal option to Modern lady.

Solution

Demographics - Age 16-45 Years Gender – Both Men and Women Family Size - >3 – Advt. of a Family

using the product with multiple positioning.

Psychographics - Social Class ??

Behavioural – Purchasing Approach

Solution

• Is it a Worthwhile Effort ?? Repositioning – Rejuvenation,

Packaging, Sachets,

Market the USP, Promotional offers, Target large audience – Against

small target group of Garnier. No cost on New Product

Development. Market potential to be captured

fully.

Thank You