A presentation on Marketing plan of sunsilk

HIMEL TANCHANGYA
TAHMID MOQSUD NIZAM
KH. IBNUL RAFID
SAZID HOSSAIN UPAM
YASIN MAHMUD
SALEH AHMED

Softness, shine, and manageability of

hairs.

Introduction
Sunsilk is Unilevers leading hair care brand, primarily aimed at women,
and ranks as one of the Anglo-Dutch conglomerate's billion dollar brands".
Sunsilk shampoos and conditioners and other hair care products are sold in
80 countries worldwide. Also sold as Elidor, Hazeline, Seda and Sedal.
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.

History
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.
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

Key facts
Number 1 in Asia, Latin
America and the Middle East
Sales of more
billion a year.

than

$1

Selling in 80 countries.
Recent Awards: Holds the
Guinness World Record for
the most heads of hair washed
and styled in one day

AIM OF SUNSILK
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

Market
Share
Sunsilk as a
market
competitor, they
are steadily
gaining market
share. At present
market
situation, they
capture 20% of
total market
share.

Sunsilk
24; 24%

20; 20%

Head& Shoulders
Pantene

8; 8%

18; 18%

17; 17%

13; 13%

Clinic
Dove
Others

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.

Sunsilk

10%

6%
Pantene

35%
H&S
Dove

29%
20%

Others

Product Mix
Sunsilk

Shampoo

Anti- Dandruff
Sunsilk Naturals
Sunsilk Black
Sunsilk Pink
Sunsilk Yellow
Sunsilk Fruitamins
Sunsilk Orange
Fresh & Cool
Curl Control

Condition
er
Dry Therapy
Scalp Nutrition
Protein Conditioner
Ultra-moisturizing

Shampoo
&
Condition
er
Dry Hair
Long Hair
Anti Dandruff
Scalp Nutrition

Point of Difference (POD)

O-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

With point of difference, the

demonstrate clear superiority.

brand

must

Sunsilk PODs is Co-creation. They came with

this idea to grab the market and to be superior in
the market. 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.

LOGO
NAME
The color of the
font will be bold
black SUNSILK
with a colorful
pack.

COLOR
There is a
diverse verities
of color have
been
introduced in
recent times in
Sunsilk.

SHAPE

FONT

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.

SOLOGAN
Life Cant Wait

Target market of Sunsilk

The main target
market of sunsilk is
females between
the ages group 1640 belonging to
the middle & lower
income classes.
Sunsilk target its
market
on
the
basis of consumer
buying behavior,

Branding strategy of sunsilk

The actual branding strategy for a firm displays the
number and dynamics involving frequent 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.

CLASS OF PRODUCT

HAIR FALL
SULOTION

ANTIDANDRUFF

PERFECT
STRAIGHT
HAIR LOCK

HAIR CARE
FOR
DIFFERENT
WEATHER

CURL HAIR
LOCK

BLACK AND
SHINE

SWOT ANALYSIS
STRENGHT

WEAKNESS

OPPORTUNITY

THREATS

Company has
innovative
technology and
well experienced
experts.

Competitors have
strong marketing
activities.

Population growing
at a fast amount.

Political and
economic factors.

Participative
management style

Imported
manufacturers also
available in
the marketplace.

Consumers are
becoming more
great quality
conscious.

Partial Govt. rules.

The new Sunsilk

shampoo is a top
great
quality item in terms
of hair protection.

Customer are
provided better
alternative
by the opponents.

Current potential
usage is 80%, which
can be
further enhanced
with increase in
demand.

Local and foreign

opponents.

The potential
audience is

Competition intense
in the hair care

Sunsilk Co-Creations Competition from in Partnering with 7 of house brands like

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.

Price
Sunsilk provides shampoo in different sizes of bottles
and sachets. Prices are different accordingly. Consumers
buy according to their budget conveniently.
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.
Sunsilk Shampoo 5ml Sachet Tk. 03
Pack
Sunsilk Shampoo Per 100ml
Bottle

Tk. 150

Sunsilk Shampoo Per 200ml

Bottle

Tk. 250

BUDGET

COMPETITORS OF SUNSILK
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.
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.

PROMOTION & PROMOTIONAL

STRATEGIES
The promotion objectives are situate avoiding to the advertising
strategy for each product besides having these general objectives.
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.

ADVERTISMENTS
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 of any product should go behind the SMILE loom which is:
S
Simple

M
Memorable

I
Interesting
with related
information

L
Linked to
the band

E
Emotionally
concerned
and liked

RECOMMENDATION FOR SUNSILK

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.
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.
Improve promotional strategy as P&G have.

CONCLUSION
Sunsilk has huge potential of rural market 65% of total population but
not yet develop a successful strategy to penetrate this market.
The success of Sunsilk emulated which captured the rural market by two
strategiesI. Develop 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.
II. They should increase frequencies of advertising by electronic and print
media.
.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.

References
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