SWOT Analysis

Strength
1. Launched in 1964, with a presence of over 80 countries
2. Available in various variants to suite every type of hair need (Anti
Dandruff, Hair Fall etc)
3. Number 1 in Asia, Latin America and the Middle East, with sales of
more than 1 billion a year
4. The brand is strongest in Asia, Latin America and the Middle East
and is the number one hair care brand in India, Brazil, Argentina,
Bolivia, Bangladesh, Sri Lanka and Thailand.
5. Madonna, Shakira, Marilyn Monroe, Priyanka Chopra etc are brand
ambassadors lead to excellent branding and advertising
Weakness
1. Poor penetration in semi urban and rural market
2. Target market limited to just teens and 20s age group
3.Competition intense in the hair care segment
Opportunity
1. Improve their community for Indian girls which is
sunsilkgangofgirls.com
2. Sunsilk Co-Creations Partnering with 7 of the worlds best hair
experts for new and improved products
Threats
1. Multiple competitors with similar offerings and lower price range
2. Not prevalent in the rural markets
3. Competition from in-house brands like Clear, Clinic Plus

SWOT ANALYSIS ON Sunsilk - November 26th, 2010
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's
leading company in hair conditioning and the second largest in shampoo[1]. Sunsilk is Unilevers leading hair care brand, and
ranks as one of the Anglo-Dutch conglomerate's billion dollar brands". Sunsilk shampoos, conditioners and other hair care
products are sold in 69 countries worldwide.

Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is
strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina,
Bolivia, Bangladesh, Sri Lanka and Thailand.


Strengths

* International Company
* Asset leverage
* Online growth
* Loyal customers
* Strong management team
* Supply chain
* Pricing
* Unique products

Weaknesses

* Bad communication
* Diseconomies to scale
* Weak management team

Opportunities

* Acquisitions
* Emerging markets and expansion abroad
* Innovation
* Online

Threats

* Cheaper technology
* External changes (government, politics, taxes, etc)
* Lower cost competitors or imports




SWOT Analysis


Strengths:

The shampoo brand that reached the highest Top of Mind by MARS Survey
The market leader for hair care product
Sunsilk has various kinds of products for hair treatments
Strong distribution. This product is easy to get.
Great promotion . Above the line ad through the television media with different kind of
theme. And also below the line activity like one of the huge event PemilihanGadis
Tiara Sunsilk
The market leader for hair care product
Unilever, as the umbrella company, achieved 60 awards for environmental, social, and economic programs
and policies.
Warta Ekonomi named Unilever as the second most admired company in Indonesia, based on interviews with
professionals who do not work with this company. Most of them said they would love to work for Unilever.
Unilever received second rank in three categories : Best managed Company, Best Corporate Governance,
and Best Commitment to Strong Dividend Payment.
10 Unilever brands received first rank in their respective categories at the Indonesia Best Brand Award,
anSunsilk is included.
Sunsilk achieved 1st Indonesia Packaging Consumer Branding Award as the Outstanding Brand in Prima
Level


Weaknesses:

Low satisfaction score compared to the other new hair care product brand. Due to the fact that Sunsilk is one
of the oldest brands playing in this market, it makes the consumer having a perception that the other new brand is
more modern.
The distribution of Sunsilk shampoo to the small waroengs is still weak. They only provide the costumers with
the variants of Lasting Black Shine or Anti Dandruff. Its hard to find the other variants.


Opportunities:

Sunsilk has not come up yet with the Hair Vitamin for Colored Hair.
Sunsilk has not come up yet with the Hair Tonic
Sunsilk has not come up yet with a product for Permed hair.

Threats:

There have come so many new competitors, providing the consumers with new products innovations.