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sunsilk hul

Date post: 07-Apr-2018
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    Hindustan Unilever

    Hindustan Unilever Limited (abbreviated to HUL),formerly Hindustan Lever Limited , is India's largestconsumer products company and was formed in 1933

    as Lever Brothers India Limited.

    It is currently headquartered in Mumbai, India and its41,000 employees are headed by Harish Manwani, thenon-executive chairman of the board.

    HUL is the market leader in Indian products such astea, soaps, detergents, shampoos, as its products havebecome daily household name in India.

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    2007 ECC PartnershipAll rights reserved.

    Worlds second-largestfood/consumer products company

    Indias largest consumer products company 35 brands

    Shampoo and colorcream aimed at 20-something single girls Leading shampoo/

    color brand in India

    Majorityowner

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    2007 ECC Partnership

    Hindustan Lever and Unilever have big plans

    The concept will soon be relaunched for rural parts of India as SunsilkSaheli.

    Via mobile phones, which have higher penetration than the Internet inrural India.

    Unilever plans to take Gang of Girls global.

    The goal is to create the worlds largest online community for girls.

    As a practice, all our successes (and failures) are shared globally and wetake learnings from them. Hindustan Lever executive

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    Unilever context

    Foods and Home & Personal Care business

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    History

    Sunsilk is the name of a brand of hair care products for

    women produced by the Unilever group.

    It was launched in 1954 in the United Kingdom.

    By 1959, it was available in eighteen different countries

    worldwide.

    Currently, Sunsilk products are available in over 50

    countries throughout Asia, The Middle East, North Africa

    and Latin America, where is known as Sedal. In Brazil, this

    brand is known as Seda.

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    Products

    Sunsilk Shampoo and Conditioner

    Sunsilk Silky and Straight Shampoo

    Sunsilk Hydra

    Sunsilk Care & Repair Shampoo

    Sunsilk Daily Repair Conditioner

    Sunsilk for Hair Damaged by Daily Wearand Tear

    Sunsilk Soothing Conditioner

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    30% spontaneously mentioned Sunsilk as ashampoo brand following the campaign whilst54% of those who saw the ad mentioned

    Sunsilk.

    High Coverage Achieved with 40% women25-44 recalling the bus adverts.

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    Cont.

    Product consideration was very high with60% of those who saw the ad claimingthey are more likely to consider

    purchasing Sunsilk. The creative was very popular with over

    half(54%) of women 25-44 rating it asvery/quite good.

    54% claimed they are more positivetowards Sunsilk after the bus campaign.

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    Life Cant Wait

    Sunsilks latest campaign, Life Cant Wait, aimsto inspire women all over the globe to live theirlives to the fullest.

    The founding idea behind the campaign is thathair can dramatically alter a girls mood andactions.

    The philosophy behind it is that by taking

    appearance into their own hands, girls areequally taking positive steps towards being morein control of their life: Hair On= Life On

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    Market Strategy

    In the early years, Sunsilk focused much of itsmarketing attention on gaining international presence.

    A new campaign was launched to recruit youngerusers.

    The new products focused on hair color, texture,feeling, dryness, etc. The updated Sunsilk campaign,"Get Hairapy", followed the same strategy, marking abold move towards users in their 20s and upwardssaid to be in their "quarter-life crisis".

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    Pricing

    The present strategic move is designed tooffer a similar consumer value to users ofshampoo bottles.

    Thus, the 125 ml pack for Rs 50 has beenconverted into 100 ml pack at Rs 37; the250 ml pack at Rs 100 will now be 200 mlat Rs 70. The steepest cut has beeneffected in the 400 ml pack size which willnow cost Rs 25 less at Rs 125.

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    Cont.

    Taking the shampoo price wars further,Hindustan Lever had again slashed prices,but this time the price cut has been in the

    Sunsilk Natural brand. The company haseffected price cuts between 7.5 per cent to15 per cent across pack sizes, while

    retaining the 40 ml size at Rs 10 and alsothe sachets at price points of 50 paise, Re1and Rs 2.

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    Thank you for your time....

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    Rs.355/-Do The Quiff-Sunsilk Layersand texturedefinition wax

    Rs.470The Blow Out

    Rs.125Sunsilk Layersand TextureDefinitionConditioner

    Rs.175SunsilkLayers andTextureDefinitionshampoo

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