Brand Audit

Project of Strategic Brand Management

Instructor
Syed Irtaza Haider

Group Members
RaashidJaved
Mudasra Amjad
Malka Yasmeen
Rana Umar Farooq
Qasim Irshad

(32)
(21)
(19)
(31)
(28)

MBA M1, 6th

2011-2015
Marketing Specialization

Department of Management sciences

The Islamia University of Bahawalpur

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Particulars

Page number

Executive summary
Brand Audit objective and scope
Industry & Brand
History
Logo interpretation
Brand portfolio and target market
Campaigns
Class Products
Brand mantra
POPs & PODs
Brand elements
Marketing Strategies of Sunsilk
Competitive Review
Product Packaging, Pricing and promotion
Advertising Evaluation
SWOT analysis
Brand equity
Brand awareness, Positioning
Brand association
Brand Mental Map
Customer Based Brand Equity Model
Statistical Analysis
Statistical combined analysis
Recommendation
Conclusions
References
Annexure

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Acknowledgment
Our first and foremost humble and gratitude to ALLAH the almighty for
giving us the valor to remain dedicated to make this survey report. This
underlying survey report is based on the analysis of different marketing
functions of lever brother Pakistan limited. Applied on SUNSILK In making
this survey report, we collected the whole data from real time survey
respondents and all analysis is based on the survey findings, also we took
some help from publications, internet and various international business
magazines.

3|Strategic Brand Management

Executive summary
The summery describes the history, mission, vision, purpose, and Sunsilks total brand and
how company manages these brands for segmentation, targeting, and positioning. This
report tells us that how company selects their segmentation, targeting and positioning
strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing,
promotion, and packaging strategy of Sunsilk shampoo. It also mentions that what is the
version of Sunsilk shampoo launch into the market according to consumer need and
evaluation.
What competitive strategies Sunsilk follows is also include in this report marketing programs
and promotional activities are clearly and briefly cover in this report. Anther vital elements
such as: market challenger, Market share and heart share also included here, which helps to
understand about consumer perception about the product. Finally in the end
recommendation are given that what strategy should Sunsilk follow to meet the strategies
and market share of their competitors.

4|Strategic Brand Management

Introduction Brand Audit

Brand audit is concerned with the behavioral and psychological nature of brand equity, and
it will be discussed in terms of strength of a brands equity and its nature. So simply it is the
examination of brands current position in industry compared to its competitors and the
examination of its effectiveness, brands strategy, positioning, market position, consumer
views, pops and pods etc.

Objective and scope of the audit

Brand perceptions often create a complex and elusive picture, but its crucial that you
determine how your various audiences view your brand. The brand which we have taken is
Sunsilk, the main objective of this audit is to show that where the brand is currently stand.
After the audit will be done we also come to know that whether the share of brand in
market is increasing, decreasing or stable. It will also show that what are the strengths,
weaknesses and opportunities for this brand, how much people know and like the brand. So
after audit we can come to know about the overall market position of the Brand.
To know about the Sunsilk.
To know about the difficulties faced by the Sunsilk.
To know about the growth strategies used by Sunsilk.
To about the various promotional strategies of Sunsilk.
To know about the 4 Ps of Sunsilk.

Methodology:
In order to reach in our destination or complete the report with proper and relevantinforma
tion we collected data from several sources. We collected data from both primary and
secondary section. In primary section we prepared a questionnaires relating with different
topics and making a general perception how people think about Sunsilk. In secondary
section, we collected information from internet, promotional materials, and articles.

5|Strategic Brand Management

Lever brothers Pakistan limited

LBPL, the largest consumer goods producing company in Pakistan, was incorporated here in
1948 and started building their factory at Rahim yar Khan. This factory was inaugurated
formally in 1951 by the then governor general of Pakistan.
LBPL moved into the Personal care product business in 1981. It has gained a major market
share due to the introduction of quality brands Sunsilk, Lifebuoy, Lux and Fair & Lovely.
LBPL is committed to investment and modern production facilities thereby contributing to
economic growth and employment opportunities.

Sunsilk
Sunsilk is one of the worlds biggest, well known and well -loved hair care brands.
Sunsilk is Unilevers leading hair care brand, and ranks as one of the AngloDutchconglomerate's billion dollar brands".

New Sunsilk is fresh and engages the

consumer through its life cant wait campaign which is the next chapter of the brand and is
the first global campaign for Sunsilk in its History. The brand is strongest in Asia, Latin
America and the Middle East and is the number one hair care brand in Brazil, Argentina,
Bolivia, Sri Lanka and Thailand.

6|Strategic Brand Management

HISTORY
Sunsilk is a hair care brand, mostly aimed towards women. Sunsilk launched in the Great
Britain throughout 1954, and through 1959 it had been for sale in 18 diverse nations around
the world worldwide. It truly is that is generated by the actual Unilever Company. Right
now, this is considered the globe's primary organization and brand throughout hair fitness
and the minute major throughout hair shampoo. Sunsilk will be Unilevers primary hair care
brand, and ranks as one of the Billion Dollar Brands".
That is among the worlds most significant popular and properly beloved hair attention
model. It absolutely was introduced throughout 1989 throughout Pakistan having 3 variant
related kinds of shampoo or conditioner. Endorsement of a hair stylist was step one
throughout creating the actual picture from the brand as being a hair care expert.
With the rivalry from community and international businesses on account of justification
connected with excise obligations, Sunsilk has not been competent to acquire the required
write about available in the market. To help improve the actual brand, LBPL made a decision
to re-launch Sunsilk that has a quality assortment consisting of four versions throughout Jan
2000. Throughout 2001, due to continuous analysis of these related hair care institutes, the
importance of a hair shampoo for oily hair was seen and so they released a whole new
variant connected with Sunsilk getting citrus fruit ingredients.
Sunsilk comes throughout over 80 nations around the world throughout the world
assisting numerous women remedy their very own hair care that has a distinctive and
innovative choice of shampoos, conditioners, and therapy and conditioning items.
1954 Sunsilk first launched in the UK.
1955 First advertisement of Sunsilk appeared on TV.
1964 Launch of Sunsilk hair spray.
1968 Sunsilk shampoo re-packaged in PVC bottles.
1971 Launch of Sunsilk conditioner.
1975 Sunsilk became the biggest name in hair care.
2003 Sunsilk glossy magazine launched in Argentina.
2008 Social networking site Gang of Girls was introduced in India.
2009 Co-creation expert formula used
2010-2013--- PFDC Fashion Week

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Mission statement
The new Sunsilk shampoo aims at fulfilling the needs of its target market by offering a high
quality, assessment of the concept in terms of its acceptability, credibility and perceived
benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The
theme of the product shall be anchored around the motto:
Softness, shine and manageability of Hair

Key facts
Number 1 in Asia, Latin America and the Middle East
Sales of more than 1 billion a year.
Selling in 80 countries.
Also sold as Elidor, Hazeline, Seda and Sedal.
Recent Awards: Holds the Guinness World Record for the most heads of hair washed
and styled in one day.

Brand Funnel of Sunsilk

Attributes

Unique Packaging, Different varieties, Innovative, Healthy hair

Function

Sense of style and elegance, Feel good to use experts formula,

Rewards

Increase self-esteem, Confidence on Product, Care free

Values

Personality

Pride and sophistication, Credibility, exclusivity

Trust worthy, Professional, Accomplishment

8|Strategic Brand Management

LOGO

Name

Color

Shape

Font

Slogan

The colour of the font will be bold black SUNSILK

with a colorful pack.

There is a diverse verities of colour have been

introduced in recent times in Sunsilk.

This brand has a shape of petite tiny balls with

blaze including that this product is with diverse
colors and it also shows the shape of long hair.

The name and the logo will be appeared has a high

lightened of this product with eye-catching colors.

For this brand the slogan is Life Cant Wait

9|Strategic Brand Management

Sunsilk brand portfolio

Sunsilk Shampoo
Sunsilk conditioner

PORTFO
LIO
Sunsilk Mask
Sunsilk Spray

TARGET MARKET

Age and Life Cycle

Gender

Income

Buyers come under

the age group of 1540 years.
Purchase of Sunsilk
is not affected by
generation
differences.

Sunsilk is for all girls

and females

Couple upper earning

instructional classes.
Price of Sunsilk is
reasonable
&
affordable.
Their
particular
promotional
routines,
they
protect the complete
market in-spite of
these
kinds
of
instructional classes.

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CAMPAIGNS
Life Cant Wait
"Life Can't Wait" is a new fight by Sunsilk that intends to urge young females to seize open
doors and live throughout today. Sunsilk accepts that you can get the most out of life when
you trust in marketing and promoting things happen, and the brand wants to motivate
young females to live without bounds.

Our worldwide publicizing crusade "Life Can't Wait" expects to support young females
around Pakistan to get the most out of life by inspecting every symbol's persuasive story
through the viewpoint of their changing looks an alternate hair styling speaking to an
alternate magnetic part of their own verbalization toward oneself.

These capable style and magnificence symbols particularly our exceptional symbol Iman Ali
encapsulate the soul of living with enthusiasm and Sunsilk wishes Pakistani young females
will seize the minute and live their lives with the dauntless spirit and pizzazz with which each
of the symbols existed their live.

Hairapy
Hairapy is an effective campaign, introduced in USA which is about Therapy for Hair. It
provides free hair treatment to women and invest heavy amount for promotion of Sunsilk
brand. It gains trusty and loyal consumers via this campaign.
Via this campaign experts give beneficial suggestions about hair and different hair styles. It
provides suitable styles which are best and attractive for clients. Experts inform clients
about how they can save and grow their hair via using Sunsilk from heat, sweat and
environment. From this campaign it earned trust and belief in the market.

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CLASSES OF PRODUCT
Sunsilk shampoos have been a vital a piece of the hair care administration since quite a
while. The most vital elements for the prominence of the Sunsilk shampoos in young
females' eyes are its enduring scents, great outcomes and reasonableness. They are
numerous Sunsilk shampoos sorts in the market. What's more they keep concocting new
variants and distinctive reach of shampoos to tackle the diverse hair issues.

Brand Ambassador
Firstly Actress and Model Iman Ali was the brand
ambassador for Sunsilk in Pakistan

Now Actress and Model Humaima Malick is the brand

ambassador for Sunsilk in Pakistan

Now Actress and Model AYAN ALI is the brand

ambassador for Sunsilk clean and fresh in Pakistan

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Sunsilk has got cleanser reach to illuminate your dandruff troubles.

It holds zinc pyrithion and citrus complex, and others are accessible
in egg and yogurt which are well known for dandruff disposal. The
cleanser is likewise advanced with characteristic elements like
sunflower oil and lime separates which purges and mitigates your
hair well.

This shampoo is enhanced with the Amla and pearl-complex, which

structures a defensive layer on the surface of the hair to ensure it
from the unsafe sun harm. The cleanser gives a characteristic
sparkle and shine to your hair. It has a semi-fluid consistency with a
gleam dark color

Ginseng and Soya energizers provide on a daily basis dosage of

vitamins serving to boost up hairs potency and manifestly reducing
hair fall in just few days.

This glorious shampoo holds ceramide and egg yolk extricate, which
makes the hair delicate and smooth. It is uncommonly intended for dry
hair and goes about as a chemical and gives support.

It keeps your hair neat and clean and provides freshness for long time
to hair and also gives calm to your brain.

It holds keratin yogurt nurti-complex, which gives supplements to the

hair and fortifies it from root to tip making them thick and long. It is
tender on hair and has a durable scent which waits for quite a while.

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INTRODUCING OUR Six SUNSILK EXPERTS

Sunsilk is sold in more than 80 countries across the globe helping millions of women solve
their own hair care with a unique and innovative range of shampoos, conditioners, and
treatment and conditioning products. Were proud to be working with an incredible group
of hair professionals, and each one brings their own exclusive expertise to Sunsilk.

Creates
fabulous
looks for premier
fashion magazines
and catwalks the
world over.

He is renowned for
creating looks for
hair shows, fashion
shows
and
educational
seminars.

Created the famous

YUKO
Hair
Straightening
System, for supersleek styles.

Teddy
Charles

Thomas Taw

Yuko
Yamashita

She is an acclaimed
scalp and skin care
expert, who practicing
medical and cosmetic
dermatology in New
York City since 1989

Creates sensuous and

glamorous hairstyles
for celebrities, fashion
editorial
and
international haute
couture houses alike.

She is one of the best

colourists
in
the
world; while Quidad
is the first stylist in
the United States to
specialise in curly hair

Dr Francisco
Fuscon

Jamal
Hamadi

Rita Hazan

Brand Mantra
Brand Name

Emotional
Modifier

Confidence
Self-respect

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Descriptive
Modifier

& Both

Functional
Benefit

gender Hair Care

specially girls

Point of equality (POP)

Points of equality are organizations that are not actually unique to business but may actually
be allocated to other manufacturers. For an providing to achieve a factor of equality on a
particular feature or benefit, a sufficient variety of clients must believe business is good
enough on that sizing. Like others SUNSILK contains such POPs:

POP

Dream soft & Smooth

Stunning Dark Shine
Lusciously Dense & Long
Anti-Dandruff Solution
Hair Fall Solution

Point of Distinction (POD):

Points of difference are features or benefits clients highly affiliate with an item, favorably
assess, and believe they could not find to the same level with an aggressive brand.
We discovered that PODs
For Sunsilk is Co-creation system designed by experts. They came with this idea to get the
industry and to be excellent in the marketplace. From 2009 Sunsilk started working with a
variety of professional locks "experts" to create new and enhanced items. Each locks issue"
version hyperlinks to an "expert with the appropriate professional locks knowledge.

POD

Co creation formula
Dr. Francesca Fusco, hair fall
Jamal Hammadi for Dark Glow
Rita Hazan for Brilliant Color
Stuffed bear Charles for Plumped Up
Quantity
Thomas Taw for Damage Renovation
Yuko Yamashita for Perfect Straight

15 | S t r a t e g i c B r a n d M a n a g e m e n t

Sub Branding
Sub-brand for Sunsilk is a chain regarding curly hair dressing salons which assure quality hair
dressing along with curly hair attention, a number of the benefits linked to the Sunsilk music
group, but directed at a segment of the focus on collection or perhaps, a little bit different
collection as compared to in the mum brand name. Several manufacturers need
complicated brand name structure and also the moot query can be as to help no matter
whether the item basically weakens the brand name or the slightest bit places it's rep to
help risk.

Brand Elements:
Brand components can play a variety of name building positions. Group components are those
signature able devices that recognize and distinguish business. Most
strong manufacturers employ several brand components. Promoters choose brand components to
build as much brand value as possible. Item components such as: unforgettable, significant,
pleasant, convenient and secure able. We explain those components in brief as follows:

Memorable:

Every clients thoughts grabs business. Their marketing programs set

business in clients thoughts. Their brief brand such as: Dove, lakes,
Sunsilk etc. are quickly unforgettable.

Meaningful:

Every customer has a obvious significance about Sunsilk.

Consumer believes about Sunsilk as an item which fix their
problem pertaining with locks.

Likable:
Protectable:
Adaptable:

From our research we discovered that most of the individuals like

business vocally and creatively.
The brand is lawfully and reasonably protectable. The organization
maintain their trade indicate privileges and not general
Another reality which we saw in Sunsilk. Different pack size and
new treatments are quickly approved by the clients.

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Marketing strategies of Sunsilk

BRANDING STRATEGY
The actual branding strategy for a firm displays the number and dynamics involving frequent
and distinctive brand elements placed on all the solution distributed with the firm. Branding
approach involves deciding the type involving brand-new and recent brand elements being
placed on brand-new and recent items.

Branding Decisions:
Strategy of branding is amongst the almost all vital choices having through marketers. This
can be a technique, which in turn gives plenty of constructive responses to get a
corporation. The primary determination is actually regardless of whether to build up a brand
name to get an item. Right now, printing is actually this type of pressure that will hardly
anything, should go unbranded. Unilever follow specific name with regard to location name
with regards to diverse merchandise, like Sunsilk, Dove (Shampoo), Fair & Lovely, ponds and
Dove with regard to skin care. Unilever get yourself a significant good thing about anyone
name techniques that the company doesn't connect their standing on the merchandise. And
so, if virtually any company is not able or maybe generally seems to have got substandard
quality, the companies name or maybe graphic seriously isn't injure.

Choosing General Strategy:

Flank Attack:
Sunsilk can adhere to
segmental technique. In
industry Go & shoulder
area focusing on mainly
high and middle-class
individuals but big
section in reduced
category customer
could not follow their
product. So, Sunsilk
focusing on the reduced
category, who have low
earnings and release
awesome at a
discounted.

Frontal Attack:
Sunsilk can
release new hair
shampoo mixing
refresher, antidandruff, and
shinning in a one
product as
adhere to as Go
& Shoulders.

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Bypass
Attack:

Sunsilk can
present antidandruff hair
shampoo and
provide an
extra
refresher in a
package.

COMPETITIVE REVIEW
Pure competition:
Head & Shoulder vs. Sunsilk exists in the pure competition.

Analyzing competitors:
The new Sunsilk shampoo aims to fulfilling the need of its target market by offering a high
quality, assessment of concept in term of acceptability, credibility, and perceived benefits
that it offers a healthy choice shampoo alternative to target customer.

Classes of competitors:
In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. Sunsilk has
got the advantage of keeping their prices lower than Head & Shoulder shampoos but Head
& Shoulder has captured a bigger share of the market due to its intense promotional
activities.

Competitor review:
The major competitor of Sunsilk in rural areas is BIO AMLA and in urban areas
Sunsilk mainly cutthroat of Head & Shoulder. The main advantage of BIO Amla is herbalcom
position, low prices, which attract rural market but in term of quality they are far behind
Sunsilk shampoo. In urban areas Sunsilk facing market challenge with Head & Shoulder.
Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured
a large market share due to its intense promotional activities. Generally, Cute work as a
market follower as it doesnt go for any innovative action.

Market share:
Sunsilk as a market competitor, they are steadily gaining market share. At present market
situation, they capture 34% of total market share.

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Mind Share:
To buy a shampoo rational consumers firstly think about Sunsilk due to the promotional
strategies of Sunsilk. So that Sunsilk rapidly increase their mind share.

Heart Share:
Due to reach product and marketing attributes & features Sunsilks mind share in total
competitive market is higher than any other brand. Consumer would like to choose Sunsilk
as their first choice.

Competitive review check box

Serial

Particulars

Sunsilk

Head & Shoulder

1.

Brand Ranking

384

282

2.

Brand Portfolio

Shampoo & conditioner

Shampoo & conditioner

3.

Brand image

Womens,

NO

style,

quality, Both gender, anti-dandruff

smooth, soft, black, shiny, free, self-respect, shiny,

clean, fresh, longhair, thick
hair, self-respect, cool & nice
smell
4.

Years in market

60

53

5.

Logo

Stylish women

Dandruff free hair

6.

Scientific health protection 5

7.

Scientific environment

6.5

6.2

6.2

5.8

protection
8.

Scientific society
protection

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PRODUCT PACKAGING
The packaging design for the New Sunsilk range is greatly energizing and has been produced
by Brown Incorporation United Kingdom. The packaging makes the brand look modern and
expert. This packaging makes the brand look more contemporary and howdy tech. It
guarantees more emphasis on the variants that have recently been a piece of the item
however never been conveyed to the client that well. This new packaging has obviously
distinguished that there is a separate item for every hair sort.

PRICES
Sunsilk provides shampoo in different sizes of bottles and sachets. Prices are different
accordingly. Consumers buy according to their budget conveniently. It provides value-based
pricing system which is according to consumers mind. Main feature of this pricing system is
that the demand for product will be much higher because it fulfills the perception of
consumers about its value. Through this system, it can able to earn more profit.
The prices of its major competitor, P&G is rising but Sunsilk has maintained its price level
and its prices are less than P&G. Pakistan is a poor country and people income level is low
and they prefer to buy low prices products with quality. So, it is beneficial for Sunsilk,
because its prices are low as compared to P&G.
Sunsilk Shampoo 5ml Sachet Pack Rs. 05
Sunsilk Shampoo Per 100ml Bottle

Rs. 99

Sunsilk Shampoo Per 200ml Bottle

Rs. 180

Sunsilk Shampoo Per 400ml Bottle

Rs. 330

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PROMOTION

Building peak level of consciousness of consumers

Personality creation of our brand

The promotion objectives are situate avoiding to the advertising strategy for each product
besides having these general objectives, e.g. Sunsilk promotion and advertising objectives in
view of the fact that it was being re-launched were:

Enhancement of use

Making the hair appearance

shiny and clean

Provision of a sensation of
freshness due to scent

Easily managing,

soft, smooth and silky hair

Benefits conditioning

Exclusive shampoo for all hair

nature

Efficiently and effectively

correspond promises of the brand

Promotional strategies:
Launch innovative campaigns such as Life Cant Wait and Hairapy to use a pull on
young females to the bran Sponsored short films that were televise throughout
admired television shows.
Promotion through movies as Fashion Sunsilk had come up by means of a latest
campaign of promotion GOOD HAIR DAYS in the 6 main cities in association with
well-known hair stylists of the country.
Gang of Girls web page to show community of gilrs
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008
advertising campaign Life Cant Wait. The philosophy behind the campaign was
about girls taking positive steps to gain better control of their lives Hair On = Life
On.

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In 2003, Sunsilk (Sedal) launched the first hair only glossy magazine
in Argentina aiming to communicate to the professional hair industry. More than
800,000 copies are published each month. The magazine focuses on hair, fashion
and beauty issues as well as showcasing hairdressers work. It is sold locally on
newsstands and distributed to hair salons.
From 2009 Sunsilk started working with a number of professional hair "experts" to
develop new and improved products. Each hair issue" variant links to an "expert
with the relevant specialist hair knowledge.

Strategies

Strategies

Usage of
Media
Platforms
Printing Media
Rural
Campaign via
Internet

Environmental
Ads
Advertising
Videos with
Music
Distribution of
Free Samples

strategies
Hoardings
Campaign of
Demo
Sponsorships
Product Mix
Enhancement

Advertisement objectives:
The advertising of any product should go behind the SMILE loom which is:

Simple

Memorable

Interesting with related information

Linked to the band

Emotionally concerned and liked

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The advertising should be in line with the earlier period ads (if any). A good advertising idea,
The ad should have.

Advertisement should get together the brief

Clearly communicating the message
Brands personality should be vigorous via advertisement
Change the ad typically subsequent to 1.5 years
Target Audience Rating Points (TARP) should be observed
Advertising should fit the manufacturers personality
An add is usually modified after 18 months
TARP (Target Viewers Ranking Points)

Advertising Evaluation:
Lever also providers out on comprehensive assessment process. Focus on industry rating
factors are used to assess a item. Houses are supervised in various places to get client
reaction and reviews.

Consumer view of Sunsilk Advertisement:

Consumer view

10%

30%

60%

Series 1

attractive

average

cheap

According to a study 60% consumers say that the marketing is eye-catching and the 30% say
average and other 10% say its cheap. Its shows that the marketing should work well and
offering information in a better way that is why consumers like it.

23 | S t r a t e g i c B r a n d M a n a g e m e n t

Distribution Objective:
To reach as many cities, town and villages as they can
Lever has at least 150 distributers whose function is to sell to supplier straight. There are
different distributers for different places. They are properly chosen and their efficiency is
regularly analyzed.
They appear extremely pleased with their own route systems and have an excellent
relationship with them. We feel that this is essential since these are not too many levels,
thereby avoiding route complexness and enabling Handle greater control. Levers
declarations were confirmed by our client study which obtained that the retailors were very
pleased with Levers submission program, which permitted well-stocked racks. This is an
advantage, since a lot go through regular buying actions.
Sunsilk has an excellent submission program all over the nation. They have fought hard to
look at such programs that assurance the perfect results regarding the position of their
item. These distributers are given clear training regarding the selection of the retailors and
to create sure that the retailer;
Knows about the significant features of the product
Place the item along with its significant opponents like P&G
Displays the sachets distinctly
They give off and on offers as business marketing motivation to their distributers. The
distributers promote the marketing of Sunsilk by recommendations.

24 | S t r a t e g i c B r a n d M a n a g e m e n t

SWOT Analysis

STRENGTHS

Weaknessess

Lever brother Pakistan restricted is one

of the biggest companies in Pakistan.

Competitors have strong marketing

activities.

Company has innovative technology and

well experienced experts.

Imported manufacturers also available in

the marketplace.

The new Sunsilk shampoo is a top great

quality item in terms of hair protection.

Customer are provided better alternative

by the opponents.

The potential audience is knowledgeable,

experts and are part of top quality and
center class
Company totally possessed, methodical
distribution program, clear interaction
program.
Participative management style
Very good distribution program all over
Pakistan, in all significant and small
places.

Opportunities

Threats

Population growing at a fast amount.

Political and economic factors.

Consumers are becoming more great quality

conscious.

Partial Govt. rules.

Current potential usage is 80%, which can be

further enhanced with increase in demand.

High amount of opponents.

Customer base is enhanced with operative

and effective marketing.

Local and foreign opponents.

Baby locks shampoo is another place where

Handle bros can create large benefits.

Smuggling via Afghan business

transportation is one of the big obstacles
experienced by Sunsilk.

Shampoo plus refresher and anti-dandruff

locks shampoo are another place where
Handle bros can earn large earnings.

Supplies from Philippines and Thailand is

another important issue.

Rural places are a large potential industry

where they can present Sunsilk.

25 | S t r a t e g i c B r a n d M a n a g e m e n t

Brand Equity
A stage when the holder of a famous brand name is able to get increasing profits due to
increasing worth of its brand name in the market. This happens because the shopper is
confident that the quality of the famous brand is much better than the other brands which
are not so famous than the former. This can be achieving through a good marketing of the
brand. Many ways to measure the brand equity has been developed by different experts.
But none of them is universally accepted tool to measure the brand equity.

Brand Awareness
This term refer to the reaching ability of brand to the mind. Brand recall/brand recognition
helps to measure the brand awareness. Brand recall is a term used to define the ability of
the customer in case when he/she requires a certain category of the product to meet
his/her specific need.
Facebook likes

2,293,581 likes

Twitter followers

73644

Google plus Items

120

likedin.com

141,206 .

YouTube views

1,961,342

Flicker photos

10200

Positioning competitive map of Sunsilk Brand

We find this calculation by hundreds of people as a sample they Thick at box in which
relative association is present (with the help of Questioner)

Shining in one product

Smooth and Silky
Anti-dandruff shampoo and provide an extra
conditioner in a package.
Hair Fall
Damage Repair
Shampoo Combining conditioner
Lower Class
Immediate Effects
Lower Price

26 | S t r a t e g i c B r a n d M a n a g e m e n t

Sunsilk
64
71
30

Head & Shoulder

23
20
77

Pantene
40
34
0

81
66
58
41
79
56

19
40
47
22
17
15

67
55
55
34
45
37

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

Pantene
Head & Shoulder
Sunsilk

Brand Association
Nice Fragrance
Self-respect
Confidence

Shiny Hair

Smooth hair
Gorgeous Hair

Shampoo Top brand

Fresh
Girls

Glow

Style

Global Joining
Adoptable
Fresh
Silky
Self-respect

Soft

Straight Hair
Freedom

27 | S t r a t e g i c B r a n d M a n a g e m e n t

Innovation

SUNSILK MENTAL MAP

Performance

People

Image

Sunsilk

These three form the mental map of Sunsilk which associates with them the different
aspects. Let us see them in detail:

Performance

Image

People

Girls
Both gender
All Age

Black, shiny, silky,

soft, smooth long,
thick, fresh and
clean hair
Healthy hair
Safe
Nice fragrance

28 | S t r a t e g i c B r a n d M a n a g e m e n t

Self-respect
Casually
Successful
Confidence
Adoptable
Freedom

Customer Acceptance

Customer -Based Brand Equity Model

Resonance
Loyal customers,
Sense of community,
Active customer
involvement

Judgments
Most recognized
brand,
Top brand, unique
Color, Variety
innovative

Feelings
Social approval,
Style Statement,
warmth,
Confidence,
self-respect,

Performance

Imagery

Silky, shine, black, clean,

long, thick, dandruff free
hair, Environment friendly,
health friendly , social
friendly

Female capturing,
Available, youth, cool,
girls unity, sense of
community

Salience
Cosmetics, hair care brand, most recognized brand, confidence,
experts co-creation, sense of community, happiness

Emotional

29 | S t r a t e g i c B r a n d M a n a g e m e n t

Rational

Breadth and Depth of the awareness

The possibility of the accessibility of the brand to the mind is termed as the depth of the
brand awareness. The more the recalling ability of the brand the more awareness level it
has. Range of the purchase and the situations to use the brand comes into the mind is
termed as breadth of the brand awareness.

Brand Performance

Five characteristics lies under the heading of brand performance. These are:

Primary ingredients and supplementary features

Product reliability, durability and services

Style and design

price

Brand Image
Perception of the consumer about the brand is called the brand image. Association of the
brand in the mind of the consumer measures it.

Brand Imagery
Brands ability to meet the social and psychological needs of the consumer is what we call
brand imagery. These are referred as the extrinsic properties of the brand.
There are many intangibles which might be linked to the brand but four main categories are:

User profile

Purchase and usage situation

Personality and values

History, heritage and experiences.

Brand Judgment
Personal point of view and evaluation held by consumer with regard to the brand is the
brand judgment.
It is about the association of brands performance and imagery to varying kinds of opinion of
the customer.

30 | S t r a t e g i c B r a n d M a n a g e m e n t

Following types of brand judgment are important:

Quality of brand

Credibility of brand

Considerations

Brand superiority

Brand Feelings
The main types of brand-building feelings are:

Warmth

Fun

Excitement

Security

Social approval

Self respect

Brand Resonance
Nature of association or the relationship and the extent to which customer feels that they
are affiliated with the brand is the brand resonance. Brand resonance can be divided into
these classifications:

Behavioral loyalty

Attitudinal attachment

Sense of community

Active engagement

31 | S t r a t e g i c B r a n d M a n a g e m e n t

Statistical analysis (section wise)

Salience
1. How you came to know about sun silk?
2. When you think of a brand, what brand comes to your mind first?

Salience

100
80
Salience

60
40
20
0
Awareness

Recognition

Performance
1. If you think about the features and benefits of sun silk , would you say value
provided is ?
2. After purchase services?
3. What you say about the packaging of the bottle?
4. How did the purchase price compare your expectations?
5. To you think that this brand has special features? To what extent

Performance
95
90
85
Performance

80
75
70
65
Satisfied

Style

32 | S t r a t e g i c B r a n d M a n a g e m e n t

Fair

Features

Imagery
1. Who uses the product?
2. Purchase experience?
3. First use experience?
4. How long have you use Sunsilk?
5. How and where did you purchase your product?

Imagery
100
80
60
Imagery

40
20
0
Female

Male

Purchace Regularly use

experience

Available

Judgment
1. What you think about the Overall quality of the brand?
2. Brand is compared to other shampoos that are available, would you say that
sunsilk is..?
3. How much do you trust the makers of this brand?
4. How much do you admire this brand?
5. How likely would you be to recommend this brand to others?
6. How unique is this brand?

Judgment
100
80
60

Judgment

40
20
0
Good

Better

yes

Yes

33 | S t r a t e g i c B r a n d M a n a g e m e n t

Surely

Inovative

Feelings
1. What this brand is differentiated from others?
2. How do you feel after using it?
3. Do you feel the sense of security after using this brand?

Feelings
76
74
72
70

Feelings

68
66
64
62
Formula

Comfertable

yes

Resonance
1. Suppose you would not found this brand any where in that situation what you
replace it with?
2. In the same above condition. What would you replace it in the coming 12 months?
3. Do you really like to talk about this brand?
4. This is the brand used by the people like me

Series 1
90
80
70
60
50

Series 1

40
30
20
10
0
Not replace

yes

yes

34 | S t r a t e g i c B r a n d M a n a g e m e n t

yes

Statistical analysis data combined

Method
Give 1 to all positive answers and give 0 to all negative answers.
(TOTAL HUNDRED RESPONDENTS)

Serial

Customer based brand equity

No

Particulars

Positive answer

Negative Answer

SALIENCE

81% aware

19% not aware

PERFORMANCE

73% satisfied

27% not satisfied

IMAGERY

67% in favor purchase, 33% not in favor to

usage etc.

purchase, usage etc.

JUDGMENT

71% favor in quality etc.

29% Not satisfied

FEELINGS

93% feel confidence 7% not feel secure

secure etc.
62% loyal

RESONANCE

38% switchers

100
90
80
70
60
1

50

40
30
20
10
0
Salinece

Performance

Imagery

35 | S t r a t e g i c B r a n d M a n a g e m e n t

Judgment

Feelings

Resonance

Recommendation
Sunsilk should drive according to local preferences and needs.
Sunsilk can arise and ensure social responsibility in the society, so they would
establish themselves in customer mind and customer would be loyal about Sunsilk.
Maintain image among customers, mainly advertisement covers huge expenses of
Sunsilk, but we recommend them to cut their advertisement expenditures, in the
economic crisis and should more focus on social responsibility.
To ensure social responsibility and highlighting benefits they provide Sunsilk can
raise their revenue.
Extensive marketing methods Unilever should make people aware of the fact that it
is a Unilever Product and not just any product so that the brand loyalty increases.
Lever should create gang of girls type activity in Pakistan.
Improve promotional strategy as P&G have.

Conclusion
Sunsilk has huge potential of rural market 72% of total population but not yet develop a
successful strategy to penetrate this market. The success of Sunsilk emulated which
capturedthe rural market by two strategiesDevelop strong distribution structure and Adopting packaging and pricing. Sunsilk increase
buying of raw material so that it does not have to suffer devolution and continuously
increase in tariff rates. They introduced a smaller 100mi pack of Sunsilk in order to capture
lower income segment. Sunsilk enter into web marketing. They should increase frequencies
of advertising by electronic and print media. They should introduce 2 in 1 shampoo plus
conditioner which demand huge potential market. Finally, taking everything in account
we can say that if Sunsilk emphasize more on social responsibility and create more
attractive marketing programs, they can grab huge number of customers.

36 | S t r a t e g i c B r a n d M a n a g e m e n t

REFERENCES
www.unilever.com
www.unilever.com.pk
www.millwardbrown.com
www.google.com
www.ac.com
www.scribd.com
www.slideshare.net
www.tractionplatform.com
www.stylecraze.com/articles/best-shampoos-available-in-india-top-10/
www.stylecraze.com/articles/best-sunsilk-shampoos-available-in-india/
www.unilever.pk/our-brands/detail/Sunsilk/337204/
www.dailyprice.com.pk/item/sunsilk-shampoo
http://scdlmbaprojects.blogspot.com/2011/05/scdl-mba-project-project-on-sunsilk.html
http://www.marketingweek.co.uk/unilever-will-feel-off-colour-if-sunsilk-gamblefails/2001897.article
Unilever financial statement 2007-08

37 | S t r a t e g i c B r a n d M a n a g e m e n t

Annexure

38 | S t r a t e g i c B r a n d M a n a g e m e n t

Sunsilk brand audit Questioner

Section 1: Introduction
Gender

Male

Age

15-20

Female
21-30

Per month income 10000-20000

above where you live
Urban area

30-40

40-60

20000-35000
Rural Area

35000-50000

50000

Section 2: Brand Audit questions

Your response can help us
Thick the following given options
Serial
No
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.

Pay for your shampoo per month?

100-200

200-400

Shampoo do you use mostly?

Sunsilk

Pantene

Which Shampoo can compete Sunsilk?

Have you ever heard of Sunsilk?
When you think about shampoo brand, what
brand comes first to your mind?
Now if you think about the feature and benefits
of Sunsilk, would you say the value provides is?
What kind of after purchase service?
What opinion about the packaging of the
bottle?
How did the products price compare to your
expectations?
To what extent this brand has special features?
Who uses the product?
Purchase experience?
First use experience?
How long have you used Sunsilk?

14. Product is easily available?

15. What is overall quality of the brand?
16. Brand is compared to other shampoos that are
available; would you say that Sunsilk is?
17. You admire this brand?
18. You trust the makers of this brand?
19. Would you recommend this brand to other?
20. How unique is this brand?
21. Does this brand give you the feeling of warmth?
39 | S t r a t e g i c B r a n d M a n a g e m e n t

400-600

600
above
Other

Head&
shoulder
Pantene
Head & Shoulder
Other
Yes
No
Sunsilk
Pantene
Head&
Others
shoulder
Satisfied
Unsatisfied
Satisfied
Stylish
Unique

Unsatisfied
Normal

Fairly

Unfair

Many

Few

Men

Women

Yes
Yes
Regularly

Kids
No
No

some month

Yes
Poor
Poor

fair
fair

Yes
Yes
Yes
Innovative
Yes

Good
Good

not yet
used
No
Excellent
Excellent

No
No
No
Not innovative
No

22. What makes this brand different?

23. After its use what do you feel like?
24. Does this brand give you the feeling of security?
25. If this brand were no longer available, would
you replace it?
26. All things considered, over the next 12 months
how likely are you to replace you product
(connected to above)?
27. I really like to talk about this brand to others?
28. This is brand used by the people like me?
29. How did the product price compare to your
expectation?

Formula

Uniquenes
s
Comfortable
Yes
Yes

Poor

Innovation
Uncomforted
No
No

Yes

No

Yes
Yes

No
No
good
excellent

fair

Sunsilk Shampoo positioning competitive map

Thick at box in which relative association is present otherwise let it blank.
Sunsilk
Shining in one product
Smooth and Silky
Anti-dandruff shampoo and
provide an extra
conditioner in a package.
Hair Fall
Damage Repair
Shampoo Combining
conditioner
Lower Class
Immediate Effects
Lower Price

Thank you

40 | S t r a t e g i c B r a n d M a n a g e m e n t

Head & Shoulder

Pantene