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Executive Summary

Sunsilk Shampoos are under the flag of Unilever which would like to make
an announcement and awareness to the society by conducting a campaign
starting from July 2009 to December 2009. The campaign is objected to
achieve the positive feeling about the brand, develop and maintain regular
use of backstage, create the interest and awareness of the brand. On the
smaller scope we tend to achieve to obtain loyal customers and maintaining
them informing about the existence of the brand so that people who dont
know could realize. Otherwise the vision on becoming the market leader can
be achieved.
We are targeting young adult between the age of 21 and 25, where on that
age, the girls need an actualization and acceptance of the society. They are
the type of strivers people, who are trendy and fun loving, money defines
success, concerned about the opinion of others type of people. On the Foot
Cone and Belding Grid, we determine self-satisfaction/ reactor will be our
target, they primarily focus on feeling. Shampoo is a low involvement
product. On the positioning strategy, we are learning to understand that
every young adult are expecting to be delighted.
The elements that will be used are advertising, publicity and internet
The magazines which have become a highly specialized medium that
reaches specific target audiences, Internet which has been a new
technological virtual system that would allow people makes a communication
and publicity to attract the society most.
The execution of the advertising will be Informational appeals and emotional
appeals. The advertising will provide information about the brand itself. The
girl that appears with her black hair with her delicateness and beauty would
create the emotional feel, which would influence on the wish that they could
be as pretty as they can be.

1.0 Introduction
1.1 Authorization

This task is planning on the integrated marketing communication campaign

to promote the Sunsilk Black and Shine shampoo. Expectedly the campaign
could achieve the objectives of the organization; the report is commissioned
for Mr. Morgan as the Ceo of the Unilever Indonesia.

1.2 Limitation
There is still much information that can be reported but it is limited due to
the word limit

1.3 Scope of the report

While planning on the integrated marketing communication campaign, it is
essential to consider the information from textbooks, journals, and internet,
which can be used to identify and evaluate the strategy to be implemented,
the conclusion and recommendation also, can be identified for the future use
of this company.
2.0 Situational Analysis

2.1 Company Analysis

PT Unilever Indonesia was build in 5 December 1933, the company have

been existed in Indonesia for more than 70 years, before Indonesia got their
The main office was centred in Jakarta and the manufacturing was located in
Cikarang and Surabaya.
The company moved in many sectors of industry starting from personal care,
house care, food and beverages. In example: ponds, Lux, Rexona, Trika,
Citra, Molto, Lifebuoy, Blue band, Bango, Sariwangi, Clear, Rinso, Domestos
Nomos and etc,
Although there are many products in the company, the Unilever product that
we wish to do the Integrated Marketing Communication plan for 1 July 2009
31 June 2010 was Sunsilk Black and Shine shampoo

(Unilever 2009)

2.2 Product analysis

Sunsilk shampoos have eight varieties for the consumer to choose which
expectations they need for their hair. Which are Sunsilk Anti-dandruff, Black
& Shine, Clean and Fresh, Hair Fall Solution, Soft and Smooth, Damage
Treatment, Bouncy Curl and straight; the specific brands that we will going to
be using for the IMC plan is Sunsilk Black and Shine.
Sunsilk Black Shine : Shampoo & Leave-on

Sunsilk Black and Shine, with is nutritious ingredients helps our target
market hair to look more black and shine, and recovering the damaged hair.
The black and shine hair shows the feminist of the personality. (Unilever
The price of Sunsilk 90ml, 180ml and 360ml are relatively affordable and the
price are Rp5.600,- Rp11.000,- and Rp22.000

2.3 Competitor Analysis

The nearest competitor that Sunsilk have was Pantene shampoo from P&G
Company. The shampoo also has many varieties like Sunsilk has; the Pantene
type of shampoo that would be our nearest competitor is Pantene Midnight
Expression. Midnight Expression helps keep the black hair glossy and rich,

Expressions Midnight Expressions Shampoo for Healthy Hair Shine

(Pantene 2009)

Pantene applied a massive promotional strategy starting from advertising

and publicity. The latest public relation campaign that they have done
successfully was Pantene Looking for Stars with Siti Nurhaliza,

Malaysian Top Singer as the icon. Pantenes are inviting the girls in Indonesia
to join the contest; where as Indonesian girls love Siti Nurhaliza and expect
themselves to become as pretty as her by using the shampoo.

Adopted from: Kapan Lagi

siti nurhaliza di acara pantene
Pantenes can be obtained everywhere, starting from traditional market,
retail store until the department store, the price for 360ml Pantene is
relatively expensive, the price was about Rp31.500,-. With the availability
benefit, it also helps Pantene to be success on their public relation campaign.
(Kapan Lagi 2009)

2.4 Target Market

Our brand/ product that will be used is an ordinary product, otherwise we
dont have a very specific target market, those who need our shampoo,
should at least a female and young adult, which their age are between 21

3.0 Estabilishing Objectives

3.1 Communication Objectives

DAGMAR that stands for defining advertising goals for measured advertising
result, is an important approach to setting objectives, Many promotional
planners use this model as a basis for setting objectives and assessing the
effectiveness of their promotional campaigns. (Belch & Belch 2007, pp.206)
setting up a right objectives help us to reach our goals accurately.
Colley listed four characteristic of a good objectives, which are concrete,
measurable tasks, target audiences, benchmark and degree of change

sought and specified time period. (Belch & Belch 2007, pp.205) Below are
our objectives that will be achieved
Product: Sunsilk Black and Shine
Time Period: one year

1. Create positive feelings about the brand among 60% and preference
among 40% of the target audience
Improving the packaging of the brand becoming more attractive, otherwise it
would build the image in the eyes of society.

2. Develop and maintain regular use of backstage shampoo among 25

percent of the target audience
Expecting our target market are satisfied with the performance of the
shampoo, by using the reinforcements advertising and comments by the
professional or hair specialist.

3. Create interest in the brand among 70 % of the target audiences

Commucicating the benefit of the brand to our target market will be our main
task, to create the interest among the society.

4. Obtain trial among 30 percent of the target audiences

Our campaign will present a massly hair wash for our target market for one
hundred thousand people for free, which will be held on the centre of jakarta,

5. Create awareness among 90 percent of target audience

After presenting the massly hair wash, the media will be attracted, and it
would help us to promote and penetrate the brand easily to our target

market. And it can be an opportunity for us to sell astonishing situation for

our target market.

Response Hierarchy
Shampoo is a low involvement product, where every people used it and dont
need to make a further consideration before making a decisions to buy it.
Response is the set of reaction the receiver has after seeing, hearing or
reading the message, (Belch & Belch 2007, pp.142) on the response
hierarchy there is an AIDA model that was developed to represents the
stages a salesperson must take a customer through in the personal selling
process. (Belch & Belch 2007, pp.146)
The process of Aida model is
Attention Interest Desire Action
(Belch & Belch 2007, pp.146)

Above is the process that the people will need to experience. To build
attention, promoting the brand through several elements would attract. After
gaining the interest of Sunsilk shampoo, they would think to buy it, and this
is the chance for the marketers to execute it and close the sales, as it is the
most important stage on the model.

4. Target Audience

4.1 Segmentation

Segmentation is dividing up a market into a distinctive group that has

common needs and will respond similarly to a marketing action. (Belch &
Belch 2007, pp.45)
By segmenting the group or society, it would help the marketers to conduct
the best and accurate promotional strategies to earn the market interest.

The segmentation that we have been studying, divided by four, which are
geographic, demographic, psychographic and behaviouristic segmentation.
(Belch & Belch 2007, pp.49)
Demographic segmentation is dividing the market on the basis of
demographic variables such as age, sex, family size, education, income and
social class. (Belch & Belch 2007, pp.47) Sunsilk shampoo will be using
gender and age as the basis for segmentation. Sunsilk Shampoo are
targeting female, starting from 21 to 25 years old.
Geographic segmentation is dividing market into different geographic units,
include nations, states, counties or even neighborhoods. (Belch & Belch
2007, pp.45)
Sunsilk shampoos are targeting Indonesia which has 33 provinces from
Sabang until Merauke, and Jakarta city will be the basis for the marketers to
conduct the promotional strategies.
Psychographic segmentation is dividing the market on the basis of
personality and/or lifestyle. (Belch & Belch 2007, pp.49) the market which
are expecting to appear beautiful will be the target for the marketers, which
according to VALS model, they are strivers which can be explained as trendy
and fun loving, money defines success, concerned about the opinion of
others (Hanley 2007) type of people
Behaviouristic segmentation is dividing consumers into groups according to
their usage, loyalties or buying responses to a product. (Belch & Belch 2007,
Shampoo as the low involvement product will focus more on the regular user,
to achieve higher demand for the company profitability.

4.2 Targeting

Picture 4.2
Adopted from: Tim Glowa

The picture above explains that shampoos are located on the fourth diagram,
which means the self-satisfaction/ reactor will be our target, they primarily
focus on feeling. Shampoo is a low involvement product. This is a do feel
learn operating (Belch and Belch 2007, pp.152), on the scenario, people buy
any types of shampoo brands, after they try; they start to feel whether the
performance of the shampoo meet their expectation or not, and after that
they recognize it by their own and it is called a learning stage.
The creative objective is to get attention with some sort of consistency, and
suitable methods may include billboards, point-of-sale or newspaper
advertising. (Vaughn 1980) Foote Cone and Belding matrix is useful for the
marketers to recognize the market behaviors (Belch and Belch 2007,
pp.153) by recognizing the behaviors of the market, it would be easier to
conduct appropriate promotional strategies.
Apart from it, we also focus the target market that would also be the strivers;
young adult who wants to be recognized, appear beautifully and concerned
about the opinion of others.

4.3 Positioning

Products positioning refers to the customer perception of the place a

product or brand occupies in a given market.(Sengupta 2005, pp.290) The
positioning of the Sunsilk Shampoo brand is understand. The positioning
strategies play a very important role to create a perception of the brands by
the society. Why we are choosing that was because we are learning to
understand that every young adult are expecting to be delighted. the
happiness would only be achieve if they get a positive attitude by others,
thats why they need to understand themselves to know the actual things
they need, Sunsilk wants to be seen as brand that know what woman feel,
what they need and Sunsilk are telling them, we feel what you feel
The marketers are emphasizing the product benefit of our shampoo, Sunsilk
product is a product with a very good quality, with the selected fragrance
that can be obtained with an affordable price. Consumers may also judge
the price paid relative to the consistency of the performance of the product
or service (Herman, et al 2007)

This statement from Herman is our main reason why we are deciding the
affordable price.

5. Communication Strategy

5.1 IMC Objectives

There are six elements of IMC mix, which are advertising, sales promotion,
publicity, personal selling, direct marketing and internet marketing.(Belch &
Belch 2007, pp.17)
The elements that will be used are advertising, publicity and internet
After making some analysis we found three of the elements above, is the
most accurate elements that would support our entire campaign. Sunsilk
Black and Shine shampoo is the low involvement product which people would
used it for their daily needs, although the target market are women young
adult, there is also a big possibilities people that is not our target will used
our brands. Therefore using a personal selling and direct marketing will not
be an effective strategy to be integrated, unless it is a high involvement
product which people need to consider more before buying the brands.
Advertising is defined as any paid form of non personal communication
about an organization, product, service, or idea by an identified sponsor.
(Belch & Belch 2007, pp.17) the magazines which have become a highly
specialized medium that reaches specific target audiences, will effectively
support our mission to target the young adult. Several magazines such as Go
Girls, Cosmo and etc will be the magazines that will be used, to attract our
target market.
This campaign will highly focused on publicity and public relation, according
to Belch, publicity and public relations have been considered more
supportive than primary to the marketing and promotional process. (Belch &
Belch 2007 pp.23) publicity will create an awareness which would increase
the image of the company and would attract the curiosity of the society
about the brand. The marketers will implement it by creating an event in
Monas (centre of Jakarta), through advertising it will invite large society to

come and experience their hair being washed on a time together with other
people. Not stop until that, well known singer will also be invited to show
their performance in front of the stage. By inviting the singer, it would attract
the society a lot. The activities can also be considered as our role to build a
relationship with the customer, which is supported by Rodie with his
statement, building rapport, trust, and relationships with customers may be
essential (Rodie et al 2001).
The interactive medium that is having the greatest impact on marketing is
the Internet. (Belch & Belch 2007 pp.21) Internet which has been a new
technological virtual system that would allow people makes a communication
electronically for communication reason and any informational research. On
these opportunities, placing an advertisement on young adult most visited
website will help. While they are browsing or playing friendster or facebook,
they might see the advertisement.

5.2 Channel Factor

The company also used the media to promote Sunsilk products such as print
media and support media. For the print media Sunsilk product used
magazine for the advertising and for the supporting media the company
used interactive marketing.

5.2.1 Print Media

The print media are not intrusive like radio and TV, and generally require
some effort on the part of the reader for the advertising message to have an
impact. (Belch & Belch 2007, p. 377) The print media consist of magazine
and newspaper, which are Go Girls and Cosmo Girls. Sunsilk product used
magazine as the media to promote the product starting from June 2009 until
December 2009 because nowadays, many young adult likes to read
magazine rather than newspaper because the content was more attractive,
more creative, and more colourful and the consumers will not get bored and
easy for them to see the product packaging. The advertisement will be
located on the coversheet behind of the magazines, even though putting

there will be more expensive, but more people would see it through clearly.
We used Go Girls and Cosmo Girls as the media to promote the product
because these both magazines is talking about fashion, beauty care that was
needed by the target market which is young adult. The advantages of using
magazines are selectivity. Magazines are the most selective of all media
except direct mail. (Belch & Belch 2007, pp.380) In magazines, the marketer
can select what magazine that the marketer wants to put the Sunsilk product
to magazines. A second advantage is reproduction quality of ads. Magazines
are generally printed on high-quality paper stock and use printing processes
that provide excellent reproduction in black and white or colour. (Belch &
Belch 20007, p. 382) The other advantage of magazine is permanence,
which is long life span. (Belch & Belch 2007, pp.384) If we put the
advertisement in magazine it is can have a long life, because even though
the product not become trend anymore, the product advertisement still stick
in that magazine, different with other media likes TV, radio and newspaper. If
other media like TV and radio its only have short life span because in the
beginning, if the product is trend and it will advertise three times in one
week and if the product not trends anymore the products will advertise may
be one times in a week, so that TV and radio have short life span. Other
media likes newspapers also have short life span because newspapers are
generally discarded soon after being read. This advantage of magazine that
have good quality, it can make benefit for the product because when the
consumers went to salon and the magazine already last one month, they still
can read it. Nowadays, the target market, which is young adult, likes to read
magazine than newspaper. The target audience will give response about the
advertisement in magazine. The disadvantages of using magazine are costly.
The costs of advertising in magazines vary according to the size of the
audience they reach and their selectivity. (Belch & Belch 2007, p. 387) If we
want to advertise, the product in magazine is quite expensive because every
place that we want to put the advertisement have different price. The price is
depending on the size, colour, and place. The other disadvantage is long
lead-time. Most major publication have a 30-60 days lead time, which means
space must be purchased and the ad must be prepared well in advance of
the actual publication date. (Belch & Belch 2007, pp.389) The magazine not
publishes everyday; this media only publish once a week or once a month so
it is difficult for marketers to put the advertisement because we should
waiting for the next edition published.
Supporting Media is described in the previous chapter dominates the media
strategies of large advertisers particularly national advertisers. (Belch &

Belch 2007, pp.414) The support media is include interactive media that is
online/ internet, outdoor advertising, personal media which is personal
selling, sales promotion, direct selling. For Sunsilk, we will be using
interactive media as a media to promote the product, which is Face book.
Sunsilk product used internet to promote the product because nowadays,
most of the people open internet to find a data or information. If we put the
advertisement in internet and when the people is connected to the internet
to find the information, the consumers can see the advertisement and when
the consumers see and they opinion is attractive or interesting they will read
more about the advertisement. We used Facebook as the media because
many people use Facebook, starts from teenagers and young adult until
married people. Therefore, this website is suitable for the target audience,
which is young adult that often open the website to find new friends, find old
friends and the most important thing; they can share information with other
people. The advantages of internet is interactive capabilities, it is provides
strong potential for increasing customer involvement and satisfaction and
almost immediate feedback for buyers and sellers. (Belch & Belch 2007,
pp.486) Putting the advertisement on the internet can increase consumers
satisfaction because the consumers can immediately give a feedback about
the advertisement and the products. Therefore, if the information from the
feedback about the advertisement and the product is not good, the company
can change the advertisement or either improves the product quality to
achieve customer satisfaction. The second is creativity. On the internet, the
company of a product can create creative advertisement as the marketers
can do. If the advertisement is nice and attractive, the consumers will look
and see what also can read the advertisement and this will make the
consumers try the products. This can increase the sales and gain profit for
the company because of the creativity design in internet. Other advantage is
speed. The internet is the quicker means of acquiring this information.
(Belch & Belch, pp. 486) As we know, the internet has faster speed and make
easy for the people to find the information. The advertising that the company
can provide, can be photo, video etc. if the consumers want to see the
advertisement about the product, The disadvantages of using internet are
clutter. In internet, many website that the consumers can visit, sometime it
can make the consumers get confused. The result is some advertisement
may not be noticed and some consumers will become irritated with the
clutter. In addition, this will lose the effectiveness to the advertisement itself.
Another thing is annoyance. If the consumers like the product advertisement
and want to look repeatedly and the consumers want to download the image,
message it is will take long time because the consumers should install first

and then download it. This will make the consumers get annoyed and lazy to
download the advertisement. Other is poor reach, while the internet numbers
are growing rapidly; its reach still lags behind that of television. (Belch &
Belch, pp.487) The number of internet user in Indonesia was approximately
still 12.800.000 (Galesus 2008). Therefore, the company has to turn to
traditional which is television to achieve the company goals.

6.0 Creative Strategy

6.1 Copy Platform

The issue that Sunsilk experience now was, there are many maid use Sunsilk
as the shampoo. This would people thought it is a maid shampoo. We are
avoiding this because Negative perceptions of service may ultimately
damage the reputation and profitability of the business.(Hensley, et al
Therefore, the company should make a new strategy to build the higher
image otherwise it can also be used by middle or high level of people. The
communication objectives of Sunsilk was to make the women hair become
more black, shiny, smoothen.
Many people care with their appearance, and hair become one of the most
factor they care about, the target market is for young adult, which is from
21-25 years old that care with their appearance. The major selling idea or
key benefit to communicate is Sunsilk Black Magic. The creative strategy
statement for Sunsilk is the marketer strategy to make event in Monas and
give free hair treatment by washing their hair to the consumers so that the
people can try the product, this become one of promotion to achieve the
company goals. For supporting information is when the marketer makes the
event in mall, the marketer need sponsor to support their information and
requirement. The sponsor can be from magazine that is Go Girls, Cosmo
Girls, etc. The marketer need sponsor to reduce their expense and to
increase the profit.

6.2. Objective from campaign by communication

The objective for the campaign is to introduce Sunsilk product to the public,
so that people who does not know anything become know about this
product, also give more information for the people that already know about
Sunsilk, by the campaign, it can enlarge the market. Moreover, expectedly
Sunsilk can be a market leader among the young adult after the great
campaign so that the people would prefer to buy this brand.

6.3. Major selling idea to communicate

There are four concepts of major selling ideas but we only used one concept,
which is using a unique selling proposition. Unique selling proposition is
described influential in advertising. (Belch & Belch 2007, pp. 254) The
company used Sunsilk Black Magic as the slogan, because, black means
symbol of beauty, elegant, gorgeous and shiny hair. Sunsilk can be like a
magic that can make people hair become black and shiny. In addition, people
will think that only Sunsilk that can make people hair become blacker and

6.4. Ads execution/measurement of target market response

Informational appeals and emotional appeals will be used for the

advertisement execution. Sunsilk tells the people that the shampoo can
make the hair shinier, smooth and become blacker this is using informational
appeal because the company tell the information about the Sunsilk product
which contains of several natural ingredients and benefits. Nowadays, young
adult care with their appearance and hair becomes one of the things which
people concern about. The girl that appears with her black hair with her
delicateness and beauty would create the emotional feel, which would
influence on the wish that they could be as pretty as they can be.

7. Conclusion & Recommendation

The integrated marketing communication objectives by Unilever Company

that planned to be achieved would result the best to attract the interest, feel
and image of the Sunsilk brand to the right target market which is young
adult. The innovative thing on the public campaign is inviting the society to
experience the brand by washing up their hair; we are inviting the singer to
attract more people to come. Besides using public relation campaign,
selecting the right media such as magazines and internet can be other way
to promote the brand to the society, purposely was to protect and increase
the market share, otherwise Sunsilk can be the market leader on the beauty
shampoo. The advertisements that were executed by informational and
emotional appeal can influence the strivers to obtain our product, and it also
relate with our positioning which understands them.
After investigating further, we must not only be depending on the
promotional strategy, we must also consider the distribution factor of the
product that we are promoting on the time.
To gain more market interest or either gain more support from society, the
promotion manager can work together as a team with the green peace
society, bike to work and WWF organization as our contribution also to
protect our environment.
On the next opportunities, Sunsilk can also work together with other Unilever
brand such as Lifebuoy and Lux as the soap to conduct the personal care
campaign under the flag of Unilever.
The success of the organization highly depended on the promotion that
directed for the interest of the customer. By recognizing what factors to
improve, the marketers, entrepreneurs and owners may have different
strategies to improve their promotional or marketing strategy performances
for the success of the organization in the future.