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8/12/2019 34994170 Sunsilk Its Branding Strategies
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Tina Umnia Hussain
Assistant Professor
M.H. School of Business
Presidency University
July 29, 2!
"sfa# $han
%rou& 'eader
Student of M.H School of Business
(ear Sir,
Subject: Submission on report “Sunsilk and its branding strategies) .
This is to inform to you that *e are truly + dee&ly rateful for -ein &rovided this re&ort *ith
all the no*lede durin lectures that has further contri-uted in my re&ort to understand
intricate as&ects of courses that *e com&leted till no*. This re&ort has also iven us the
&ros&ect to et the overall reflection a-out Sunsilk and its branding strategies.
Beyond any dou-t, this term &a&er has enriched us *ith no*lede + information that
contri-uted to elevatin our e/&erience. 0e have iven our -est effort at every stae of
&erce&tion + com&letion of this re&ort.
Therefore, *e &ray and ho&e that you *ould -e ind enouh + as&ect this re&ort + o-lie
there-y.
Sincerely,
Group: 01
Members of the group:
Md. Maha-u-Alam "(1 2223 44444444444.
"sfa#$han "(1 2!!23 44444444444.
5ar6ana Mu-ul "(1 27923 44444444444.
Mehedi Hasan "(1 22823 44444444444.
Sayma Sultana "(1 222923 44444444444.
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Report on
SUNSILK & Its Branding
Strategies
Marketing Management
Course Code: MKT 307
repared !or
Tina Umnia "ossain
#ssistant ro!essor$ BB# rogram
M%"% S'oo( o! Business
Su)mitted )*
Md% Ma'a)u)#(am I+: 0,-0-,0-.
/arana Muk)u( I+: 0,-0710-.
Is!a2 K'an I+: 0,-1100-.
Sa*ma Su(tana I+: 0,---0-.
Me'edi "asan I+: 0,--300-.
Su)mission +ate: #pri( 7$ -010
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SUNSILK
&
Its Branding Strategies
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CONTENTS
PARTICULARS
PAGE
LIST OF ILLUSTRATIONS
………………………………………………………………………………..………………IV
ACKNOWLEDGMENT
………………………………………………………………………………………..………………V
EXECUTIVE SUMMA!
……………………………………………………………………………………………………VI
INTRODUCTION
…………………………………………………………………………………………………………..
…"
MET#ODOLOG!………………………………………………………………………………………
………………………$
BACKGROUND OF THE
COMPANY …………………………………………………………………………………%
#ISTO! O SUNSILK
S#AM'OO…………………………………………………………………………..…………(
'OINT O 'AIT! )'O'*
…………………………………………………………………………………………………+
'OINT O DIEENCE )'OD*
……………………………………………………………………………..…………+
BANDING STATEG!……………………………………………………………………………………………………,
TAGET MAKET O SUNSILK
……………………………………………………………………..…………………-
IDENTI!ING COM'ETITOS
………………………………………………………………………………..………"
COM'ETITIVE STATEGIES O
SUNSILK………………………………………………………..……………"/
COMMUNICATION TOOLS O
SUNSILK…………………………………………………………………..………"%
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ECOMMENDATION…………………………………………………………………………………
……………………"0
CONCLUSION…………………………………………………………………………………………
…………………….…"+
ANNEURE
……………………………………………………………………………………………………………
………",
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LIST OF ILLUSTRATIONS
FIGURE
PAGE
!" MAKET S#AE…………………………………………………………………………………..……""
#" MIND S#AE …………………………………….
……………………………………………………………..…… ""
$" #EAT S#AE
…………………………………………………………………………………………….
…………"/
%" SALES EVENUE AND SOCIAL ES'ONSIBILIT! ………………………………...
………………… "0
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Acknowledgment
The &re&aration of this re&ort is a sound e/am&le of team*or. The e/&erience is a valua-le
one -ecause not only did the re&ort increase our understandin and no*lede on the
assined to&ic, i.e. S!S"#$ % "ts &randing Strategies'. "t also tauht us im&ortant
lessons of ho* to incor&orate out theoretical no*lede to enhance the understandin of
&ractical im&lications. "n addition, it also ave us a thorouh o&&ortunity to learn from others:
des&ite conflictin ideas, the teams manaed to 6oin efforts and reach unanimous decisions at
the end. "t re;defined our sills of *orin *ith others to reach a final oal, and im&roved our
communication as *ell as tolerance levels.
Ho*ever, this *ould not have -een &ossi-le had *e not -een iven the o&&ortunity to &resent
this re&ort. Therefore, *e *ould lie to e/&ress the dee&est a&&reciation to our course
instructor, Ms. (ina mnia )ossain* Assit. +rofessor, *ho has -een a continuous source of
uidance throuhout the re&ort and has al*ays -een there to ans*er our #uarries.
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,-ecutie summar/
The summery descri-es the history, mission, vision, &ur&ose, and Sunsil<s total -rand and
ho* com&any manaes these -rands for sementation, taretin, and &ositionin. This re&ort
tells us that ho* com&any selects their sementation, taretin and &ositionin stratey for a
s&ecific &roduct Sunsil sham&oo. This re&ort tells that *hat are the &ricin, &romotion, and
&acain stratey of Sunsil sham&oo. "t also mentions that *hat are the version of Sunsil
sham&oo launch into the maret accordin to consumer need and evaluation.
0hat com&etitive strateies Sunsil follo*s is also included in this re&ort. Maretin
&rorams and &romotional activities are clearly and -riefly covered in this re&ort. Another
vital element such as1 maret leader, maret challener and maret follo*er are identified
clearly. Mind share, maret share and heart share are also included here, *hich hel&s to
understand a-out consumer &erce&tion a-out the &roduct.
5inally, in the end recommendations are iven that *hat stratey should Sunsil follo* to
meet the strateies and maret share of their com&etitors.
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"ntroduction:
Sunsilk is a hair care -rand, &rimarily aimed at *omen, &roduced -y the Unilever rou&.
Sunsil is Unilever<s leadin hair care -rand, and rans as one of the Anlo;(utch
conlomerate=s >-illion dollar -rands?. Sunsil sham&oos, conditioners and other hair care
&roducts are sold in @9 countries *orld*ide.
Sunsil is sold under a variety of different names in marets around the *orld includin
lidor, Seda and Sedal. The -rand is stronest in Asia, 'atin America and the Middle ast
and is the num-er one hair care -rand in Brail, Arentina, Bolivia, Sri 'ana and Thailand.
$e/ facts
• Cum-er ! in Asia, 'atin America and the Middle ast
• Sales of more than D! -illion a year.
• Sellin in countries.
• Also sold as lidor, Haeline, Seda and Sedal.
• Eecent A*ards1 Holds the %uinness 0orld Eecord for the most heads of hair *ashed
and styled in one day.
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bjectie:
To no* a-out the Sunsil.
To no* a-out the difficulties faced -y the Sunsil.
To no* a-out the ro*th strateies used -y Sunsil.
To a-out the various &romotional strateies of Sunsil.
To no* a-out the F P<s of Sunsil.
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Methodolog/
"n order to reach in our destination or com&lete the re&ort *ith &ro&er and relevant
information *e collected data from several sources. 0e collected data from -oth &rimary and
secondary section. "n &rimary section *e &re&ared a #uestionnaires relatin *ith different
to&ics and main a eneral &erce&tion ho* &eo&le thin a-out Sunsil . "n secondary
section, *e collected information from internet, &romotional materials, and articles.
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&ackground of the ompan/
nileer is a multi;national cor&oration, formed of Anlo;(utch &arentae that o*ns many
of the *orld=s consumer &roduct -rands in foods, -everaes, cleanin aents and &ersonal
care &roducts. "t *as created in !98 -y the merer of British soa& maer 'ever Brothers and
(utch mararine &roducer Mararine Unie. "n the !98s the -usiness of Unilever re* and
ne* ventures *ere launched in 'atin America. Since then Unilever has made tremendous
ro*th, oin throuh economic crises lie the 5irst 0orld 0ar and the %reat (e&ression.
Today the com&any is fully multinational *ith o&eratin com&anies in over ! countries,
em&loyin a-out !79 em&loyees. 0ith the onset of the 2!st century, Unilever
im&lemented a stratey no*n as Path to %ro*th< to transform -usiness and to launch their
Gitality mission.
0ith F -rands s&annin !F cateories of home, &ersonal care and foods &roducts, no other
com&any touches so many &eo&le=s lives in so many different *ays. !3 million times a day,
someone some*here chooses a Unilever &roduct. 5rom feedin one<s family to ee&in one<s
home clean and fresh, Unilever -rands are &art of everyday life.
Unilever<s mission is to add Gitality to life. "t meets every day needs for nutrition: hyiene
and &ersonal care *ith -rands that hel& &eo&le loo ood, feel ood and et more out of life.
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)istor/ of Sunsilk Shampoo
'aunched in !93F, in the U$, Sunsil had #uicly -ecome Unilever<s leadin international
sham&oo -rand. By !939, it *as availa-le in eihteen countries *orld*ide. "n the !9<s,
Paistan had a larely under;develo&ed maret in terms of &ersonal care &roducts. The launch
of Sunsil in !98 introduced 5M% industry in Paistan to redefine the lives of its &eo&le.
Sunsil introduced in !99 *ith three variants related to hair ty&e endorsement of a hair
stylist *as the first ste& in -uildin the imae of -rand as health care e/&ert. 0ith the
com&etition of local and multinational com&anies due to rationalie of e/cise duties, Sunsil
has not -een a-le to tae maret share. To strenthen the -rand UP' decided to &relaunch
Sunsil &remium rane consistin of four variants in January 2. (ue to need of sham&oo
for oily hair and dandruff unilever launch a ne* variant of Sunsil havin citrus e/tracts.
(he range consists of Sunsilk:
2ellow Sunsilk with &io +roteins from 3egetable ,-tracts:
Cormal hair needs *holesome nourishment. Ce* Sunsil *ith Bio Protein e/tracted from
Geeta-le mil has nutrients that dee&ly &enetrate each hair strand, to nourish it leavin hair
stron and -eautiful.
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&lack Sunsilk with Melanin from +lant ,-tracts:
(ull hair needs a rich -lac shine. Ce* Sunsil *ith Melanin e/tracted from &lants serves this
&ur&ose very effectively. "t hel&s in the ro*th and retention of the -lac color of hair, ivin it
a rich -lac shine.
Green Sunsilk with 4ruitamins 3itamins from fruit ,-tracts:
Thin and lim& hair needs e/tra -ody and volume. Ce* Sunsil *ith 5ruitamins has natural
e/tracts from fruit that contains Gitamins. These vitamins hel& in ivin e/tra -ody, shine and
amain manaea-ility to the thinnin and lifeless hair.
+ink Sunsilk with /oghurt proteins:
(ry hair needs *holesome conditionin, e/tra shine and style.
Ce* Sunsil *ith yohurt &roteins maes the dry hair full of
life. "ts es&ecial inredients moisturie each hair riht to its ti&s
leavin it shiny and -eautiful.
range Sunsilk with actie nutrients from itrus ,-tracts:
The advanced formula of orane Sunsil is the result of the latest research. This sham&oo ises&ecially desined for oily hair ty&e that loos flat and reasy due to the e/cess of moisture.
Ce* Sunsil *ith active inredients from citrus e/tracts cleans the e/cess oil off hair *hile its
nutrients dee&ly &enetrate each hair strand to nourish it.
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+oint of parit/ 5++6
Points of &arity are associations that are not necessarily uni#ue to the -rand -ut may in fact
-e shared *ith other -rands. 5or an offerin to achieve a &oint of &arity on a &articular
attri-ute or -enefit, a sufficient num-er of customers must -elieve the -rand is >ood
enouh) on that dimension. 'ie others SUCS"'$ consists of such PIPs1
• (ream soft + Smooth
•Stunnin Blac Shine
• 'usciously Thic + 'on
• Anti;(andruff Solution
• Hair 5all Solution
+oint of 7ifference 5+76:
Points of difference are attri-utes or -enefits consumers stronly associate *ith a -rand,
&ositively evaluate, and -elieve they could not find to the same e/tent *ith a com&etitive
-rand. 0ith &oint of difference, the -rand must demonstrate clear su&eriority. 5or instance1
A&&le desinK, Golvo safetyK, nerier is the larest lastin -attery.
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8e found that +7s for Sunsil is o;creation formula created -y e/&rts. They came *ith
this idea to ra- the maret and to -e su&erior in the maret. 5rom 29 Sunsil started
*orin *ith a num-er of &rofessional hair ?e/&erts? to develo& ne* and im&roved &roducts.
ach hair >issue? variant lins to an ?e/&ert)*ith the relevant s&ecialist hair no*lede. 5or
e/am&le, (r 5rancesca 5usco, a Ce* Lor dermatoloist, co;created a >hairfall) variant for
the -rand. The lineu& also includes1 Jamal Hammadi for Blac Shine, Eita Haan for Gi-rant
olour, Teddy harles for Plum&ed U& Golume, Thomas Ta* for (amae Eeconstruction,
Iuidad for (efined urls and Luo Lamashita no*n for Ja&anese hair straihteninK for
Perfect Straiht.
&randing strateg/:
The -randin stratey for a firm reflects the num-er and nature of common and
distinctive -rand elements a&&lied to the different &roduct sold -y the firm. Brandin stratey
involves decidin the nature of ne* and e/istin -rand elements to -e a&&lied to ne* and
e/istin &roducts.
&randing 7ecisions: Brandin stratey is one of the most vital decisions tain -y
mareters. "t is a stratey, *hich -rins lots of &ositive feed-ac for a firm. The first
-randin decision is *hether to develo& a -rand name for a &roduct. Today, -randin is
such a force that hardly anythin oes un-randed.
Unilever follo* individual name for settin -rand name for their different &roducts, such
as Sunsil, (ove Sham&ooK, Ponds, 5air + lovely, (ove for sin care. Unilever et a
ma6or advantae of an individual name strateies that the com&any does not tie its
re&utation to the &roducts. So, if any -rand fails or a&&ears to have lo* #uality, the
com&anies name or imae is not hurt.
&rand ,lements: Brand elements can &lay a num-er of -rand -uildin roles. Band
elements are those trademara-le devices that identify and differentiate the -rand. Most
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stron -rands em&loy multi&le -rand elements. Mareters choose -rand elements to
-uild as much -rand e#uity as &ossi-le. Brand elements such as1 memora-le,
meaninful, lia-le, ada&ta-le and &rotect a-le. 0e descri-e those elements in short as
follo*s1
Memorable: every consumers mind catches the -rand name. Their maretin
&rorams set the -rand name in consumers mind. Their short -rand name such
as1 (ove, &onds, Sunsil etc are easily memora-le.
Meaningful: very consumer has a clear meanin a-out Sunsil. onsumer
thins a-out Sunsil as a &roduct *hich solve their &ro-lem relatin *ith hair.
#ikable: 5rom our research *e found that most of the &eo&le lie the -rand
ver-ally and visually.
+rotectable: The -rand name is leally and com&etitively &rotecta-le. The
-rand retain their trade mar rihts and not eneric.
Adaptable: another fact *hich *e sa* in Sunsil. (ifferent &ac sie and
ne* formulas are easily acce&ted -y the consumers.
(arget market of Sunsilk:
The main taret maret of Sunsil is females -et*een the aes rou& !@;F -elonin to the
lo*er and middle income classes. But in their &romotional activities, they cover the *hole
maret irres&ective of these classes.
Sunsil taret its maret on the -asis of consumer -uyin -ehavior, income level, and
&urchasin &o*er of &eo&le. 5or *hich #uantity of the &roduct can -e chaned accordin to
the income and &urchasin &o*er of the consumers as in case of Sunsil !2ml and 3ml
&acs are also availa-le to taret lo* income rou&s.
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SS
"dentif/ing competitors
+ure competition: Sunsil
e/ists in the &ure com&etition.
Anal/9ing competitors: The ne* Sunsil sham&oo aims to fulfillin the need of its taret
maret -y offerin a hih #uality, assessment of conce&t in term of acce&ta-ility, credi-ility,
and &erceived -enefits that it offers a healthy choice sham&oo alternative to taret customer.
lasses of competitors:
"n ur-an areas, Sunsilk is actin as a maret challener aainst )ead % Shoulder. Sunsilk
has ot the advantae of ee&in their &rices lo*er than )ead % Shoulder sham&oos -ut
)ead % Shoulder has ca&tured a -ier share of the maret due to its intense &romotionalactivities.
ompetitor reiew:
The ma6or com&etitor of Sunsil in rural areas is B"I AM'A and in ur-an areas Sunsil
mainly cutthroat of Head + Shoulder. The main advantae of B"I Amla is her-al
com&osition, lo* &rices, *hich attract rural maret -ut in term of #uality they are far -ehind
Sunsil sham&oo. "n ur-an areas Sunsil actin maret challene *ith Head + Shoulder.
Sunsil has ot the advantae of ee&in their &rices lo*er than P+% -ut P+% has ca&tured
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a lare maret share due to its intense &romotional activities. %enerally, ute *or as a
maret follo*er as it doesn<t o for any innovative action.
Market share: Sunsil as a maret com&etitor, they are steadily ainin maret share. At
&resent maret situation, they ca&ture 8F of total maret share.
4igure: Market Share
Mind Share: to -uy a sham&oo rational consumers firstly thin a-out Sunsil due to the
&romotional strateies of Sunsil. So that Sunsil ra&idly increase their mind share.
4igure: Mind Share
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)eart Share: (ue to reach &roduct and maretin attri-utes + features Sunsil<s mind share
in total com&etitive maret is hiher than any other -rand. onsumer *ould lie to choose
Sunsil as their first choice.
4igure: )eart Share
ompetitie Strategies for Sunsilk
7efining the strategic objectie:
The Sunsilk Shampoo aims at fulfillin the needs of its taret maret -y offerin a hih
#uality, assessment of the conce&t in terms of its acce&ta-ility, credi-ility and &erceived
-enefits* that it offers a healthy choice sham&oo alternative to the tareted consumer. The
theme of the &roduct shall -e anchored around the motto.
,-panding the total market:
Sunsil is very sensitive to increase its maret. "t<s sometime very challenin for a firm to
e/&and its total maret. Sunsil -asically *ishes to increase ne* customer and more usae.
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!ew customers1 Sunsil tryin to attract -uyers *ho are una*are of the &roduct or *ho are
resistin it -ecause lac of such features. Sunsil usin maret &enetration stratey, ne*
maret sement stratey and eora&hical e/&ansion stratey for searchin ne* consumers.
Gery attractive advertisin and other &ro&ositional activities &erform a vital role in this case.
More usage: Sunsil recently increase the amount, level and fre#uency of consum&tion. "t
also im&roves &acain and redesins the &roduct. "t offers larer &acae sies and maes
the &roduct more availa-le. They em&hasie more on maretin &roram, *hich inform the
consumer a-out the -rand and it fre#uently develo&s the &roduct *hich also s&urs ne* uses.
hoosing General Strateg/:
!. 4lank Attack: Sunsil can follo* semental stratey. "n maret Head + shoulders
taretin mainly hih and middle class &eo&le -ut -i &ortion in lo*er class consumer
could not ado&t their &roduct. So, Sunsli taretin the lo*er class, *ho have lo*er
income and launch ne* &roduct at a lo*er &rice.
2. 4rontal Attack: Sunsil can launch ne* sham&oo com-inin conditioner, anti;
dandruff, and shinnin in a one &roduct as follo* as Head + Shoulders.
8. &/pass Attack: Sunsil can introduce anti;dandruff sham&oo and &rovide an e/tra
conditioner in a &acae.
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ommunication (ools of Sunsilk
There a num-er of *ays to advertise -oth local and lo-al -rands in the maret. Some of the
very common means throuh *hich advertisement is done include1
,lectronics Media:
lectronic Media has -een the ma6or factor in determinin the lo-al
success of Sunsil. "n today<s *orld *here an averae middle class
individual has access to 8 to F channels throuh the ca-le minimum, he
has the a-ility to vie* different ty&es of advertisement 6ust fli&&in the
channels. Thus the consumer of today is so *ell &osted on the fact that
*henever a ne* &roduct is launched, is it in the United $indom or in the
United States, a consumer livin in Asia *ould -e *ell a*are of the features of the &roducts
and he *ould no* *ho the com&any is taretin.
+rint Media: Print Media advertisement is one of the
common *ays of advertisin. The &rint media includin
the maaines, ne*s&a&ers and -rochures are relied u&on
a lot. "n &rint media, the im&ortance of &lacin the
advertisement &lays an im&erative &art in
increasin the sales of the &roduct.
&illboards:
Bill-oards have -ecome one of the most influencin *ays to advertise in our *orld.
veryone can see a *hole advertisement lie you *atch on your o*n televisions or the ty&e
of movin and animated ty&e of advertisements that you can see on the -ill-oards ha&&en
to -e very much in fashion.
Sunsil also has nearly all of its &roducts on the
-ill-oards *hen either it<s launchin a ne* ad, comin
u& *ith &rice &romotions or re launchin any &roduct.
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These ads seem to -e a&&earin all the time, *hich is really ood for the com&any, as they
are easily attractin the customers in every &ossi-le manner.
Giing out free Samples:
0hen the ne* Sunsil Blac *as introduced, *hat the com&any did *as, to create a*areness
amonst the youth they *ent to schools and collees and distri-uted free sam&les of the
&roducts and ave out little -rochures *hich told the #ualities that the &roduct had and the
&ro&er method of ettin a -lac and shiny hair loo.
Adertising Alliance:
AI' Time 0arner and Unilever announced their multi;
million dollar advertisin alliance. AI' Time 0arner, the
*orld=s larest advertiser, announced a multi;million dollar
enhanced cross;&latform advertisin and maretin &artnershi&
under *hich AI' Time 0arner *ill -rin Unilever=s *ide array
of leadin consumer &roduct -rands to millions of consumers throuh innovative maretin
cam&ains across AI' Time 0arner=s -road rane of online, on;air and &rint media in 22.
8/12/2019 34994170 Sunsilk Its Branding Strategies
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ecommendation
". The Sunsil is a lo-al com&any and each country has o*n culture, so Sunsil should
drive accordin to local &references and needs -ecause it is really necessary in today
economic crisis to ca&ture hue maret share. Sunsil can arise and ensure social
res&onsi-ility in the society, so they *ould esta-lish themselves in customer mind and
customer *ould -e loyal a-out Sunsil. To ensure social res&onsi-ility and
hihlihtin -enefits they &rovide Sunsil can raise their revenue. Sunsil must focus
on social res&onsi-ility, to maintain imae amon customers, mainly advertisement
covers hue e/&enses of Sunsil, -ut *e recommend them to cut their advertisement
e/&enditures, in the economic crisis and should more focus on social res&onsi-ility.
To ensure social res&onsi-ility and hihlihtin -enefits they &rovide Sunsil can
raise their revenue.
5iure1 Sales revenue and social res&onsi-ility
/. Peo&le are familiar *ith Sunsil, ho*ever they are not interested in *hether it is a unilever
&roduct or not. Throuh e/tensive maretin methods unilever should mae &eo&le a*are of
the fact that it is a Unilever Product and not 6ust any &roduct so that the -rand loyalty
increases and &eo&le &urchase its &roduct due to its -rand name and not 6ust the &roduct
name.
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onclusion
Sunsil has hue &otential of rural maret 72 of total &o&ulation -ut not yet develo& a
successful stratey to &enetrate this maret. The success of Sunsil emulated *hich ca&tured
the rural maret -y t*o strateies; (evelo& stron distri-ution structure and Ado&tin
&acain and &ricin. Sunsil increase -uyin of ra* material so that it does not have to
suffer devolution and continuously increase in tariff rates. They introduced a smaller !mi &ac of Sunsil in order to ca&ture lo*er income sement. Sunsil enter into *e- maretin.
They should increase fre#uencies of advertisin -y electronic and &rint media. They should
introduce 2 in ! sham&oo &lus conditioner *hich demand hue &otential maret.
5inally, tain every thin in account *e can say that if Sunsil em&hasie more on social
res&onsi-ility and create more attractive maretin &rorams, they can ra- hue num-er of
customers.
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Anne-ure
***.unilever.com
***.unilever.com.&
***.mill*ard-ro*n.com
***.oole.com
***.*ii&edia.com
***.ac.com
Unilever financial statement 27;
***.scri-d.com
***.slideshare.net
***.traction&latform.com
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