Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk is Unilever’s 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.

In the questionnaire sunsilk’s competitors are CLINIC PLUS, PANTENE, GARNIER, FIAMA DI WILLS…

♦Pink Sunsilk with yoghurt proteins : Dry hair needs wholesome conditioning, extra shine and

style. NewSunsilk with yoghurt proteins makes the dry hair full of life. Itsespecial ingredients moisturize each hair right to its tips leaving itshiny and beautiful.

♦Orange Sunsilk with active nutrients from Citrus Extracts:

The advanced formula of orange Sunsilk is the result of the latestresearch. This shampoo is especially designed for oily hair type thatlooks flat and greasy due to the excess of moisture. New sunsilk withactive ingredients from citrus extracts cleans the excess oil off hairwhile its nutrients deeply penetrate each hair strand to nourish it

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever

group. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's ³billion 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 Brazil, Argentina, Bolivia, Sri Lanka and Thailand.

Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping it contemporary with the changing times and consumer preferences

Situation analysis Marketing strategy Financial projections Implementation control References

STRENGTHES:STRENGTHES: HINDUSTAN UNILEVERs India Limited is one of the

largest organizations in India. Company has advanced technology and well

skilled professionals. The New Sunsilk Shampoo is a high quality

product in terms of hair protection. The target market is educated, professionals and

belongs to premium and middle class. Company totally owned, systematic distribution

network, transparent communication system. Participative management style Very good

distribution network all over India, in all major and small cities.

Competitor has strong promotional activities.

•Customers are offered better alternatives by the competition.

•Advertisement flaws- ○Devaluation of product

○Product’s quality looses its values○Poor promotion of free samples○No unique identification of product

OPPORTUNITIES:OPPORTUNITIES:

•Population expanding at a rapid rate.•Consumers are becoming more quality conscious•Current capacity utilization is 80%, which can be

further broadened with the increase in demand.•Customer base is increasing with effective

marketing.•Baby shampoo is another area where HINDUSTAN

UNILEVERs can make huge gains.•Shampoo plus conditioner and anti-dandruff

shampoos are another area where HINDUSTANUNILEVER can earn huge profits.

•Rural areas are a large prospective market where they can introduce Sunsilk.

•Political and Economic factors.•Partial Government policies.•High rate of competition.•Local and Foreign competitiors.

OBJECTIVE: TO ENABLE BRAND IMAGE MEASURMENT OF

SUNSILK

PRODUCT: Currently, the range consists of: Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome nourishment. New Sunsilk with

BioProtein extracted from Vegetable milk has nutrients that deeplypenetrate each hair strand, to nourish it leaving hair strong andbeautiful.

♦Black Sunsilk with Melanin from Plant Extracts Dull hair needs a rich black shine. New Sunsilk with Melaninextracted

from plants serves this purpose very effectively. It helps inthe growth and retention of the black color of hair, giving it a richblack shine.

. ♦Green Sunsilk with Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. New sunsilk

withFruitamins has natural extracts from fruit that contains Vitamins.These vitamins help in giving extra body, shine and amazingmanageability to the thinning and lifeless hair.

HINDUSTAN UNILEVER claims to practice value-based pricing in which the customers’ perception of the product’s price provides a starting point for developing the marketing mix of the product. The research department determines this price usually by using focus groups. The price of Re 1 and 2 for Sunsil kshampoo sachets shows how the price also reflects a concern to make the purchase more convenient, since the rupee is denoted in this value.

Sunsilk is also available in Rs 45 and Rs 169 price bottles to cater to the

demands keeping in mind the wants of this particular customer segment.

The primary importance of this value-based pricing is that the product demand will be much higher if its price is in line with the customer’s perception of its value. One crucial concern for value-based pricing is strict management of cost in order to be able to make a profit at the value-based price. After the initial price is determined, HINDUSTAN UNILEVER then uses target costing in order to achieve the required profits

Build top of the line consumers’ awareness. Creating a personality of the brand. Besides having these general objectives, the

advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:

•To increase the usage.•Conditioning benefits.•Makes the hair appear clean and shiny.•Imparts a feeling of freshness-due to fragrance.•Easy to manage, silky, soft hair.•Unique shampoo for every hair type.•Effectively communicate brand promise

Distribution Objective: “To reach as many towns and

villages as we can” HINDUSTAN UNILEVER has 150 distributors

whose function is to sell to wholesaler s directly. There are different distributors for different areas. They are carefully selected and their performance is constantly evaluated.

OUTLETS, RETAILER

INSTRUMENT OF DATA COLLECTION

QUESTIONNAIRE

SAMPLE SIZE 25 RESPONDENTS

The results of the survey and study conducted The survey revealed that shampoo is a product in which

consumers care about theirchoice between different brands. As per the analysis, Sunsilk’s competitor brands are Clinic Plus, Garnier, Pantene and Fiama DiWills.

Knowledge:Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position because of its mass appeal and the association of Clinic(Clinic All Clear with anti dandruff.).Sunsilk is high on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has always taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like “lifecan’t wait”. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed Habib and Samantha Kochhar. Thus, Sunsilk is high onknowledge. Presently, Sunsilk is trying to move up the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that respondents still view Sunsilk as a mass market brand.

Esteem:Sunsilk is not very high on esteem, enjoys third position with a 60 percentile.

The reason probably could be it is seen more as a mass product and lesser as a premium product. Shampoos like Garnier are seen more as a premium product.

Differentiation:Sunsilk is second on differentiation with an 80 percentile. There are a

variety of reasons due to which Sunsilk enjoys differentiation. It does different thingslike the gang of girls, offers expertise of hair care experts like experts Jawed Habiband Samantha Kochhar.

Relevance:Sunsilk brand is highest on relevance. This could be on account of various reasons. Sunsilk is a popular brand, a Unilever product, used since many decades. It is a quality product at affordable price.Moreover, it has wide variety of variants to cater to different consumer preferences.The product is relevant among wide masses because of its quality, affordability and constant innovation

Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the brand

Sponsored short films that were broadcast during popular television shows.

Media platforms usedPrint mediainternet rural campaign

environment concern adsMusic videosFree sample distribution

Demo campaigning Promotion of the products in the sunsilk

range through moviessuch as “Fashion” Sunsilk has come up with a new

promotional campaign GOOD HAIRDAYS in six major cities in collaboration with famous hair stylists of thecountry.

Hoardings Sponsorships

Enhancement of product mixNew product formulations according to changing consumer preferencesAdvertising

PARTICULARS TOTAL COST

Electronic media 2,50,00,000

Print media 1,00,00,000

Promotional visit 5,0000

Broadcasting media 50,00,000

Ambassadors 1,00,00,000

Production exepenses 15,00,00,000

total 20,00,50,000

MEDIA TIMINGS AMOUNT

SONY TV 13:00-17:00 50.000

STAR PLUS 13:00-17:00 40,000

ZEE TV (HINDI,MARATHI)

17:00-21:00 40,000

V-CHANNELM-TVVH1

9:00-12:00 1,00,000

TOTAL 2,30,000

MEDIA DATES AMOUNT

TIMES OF INDIA 1ST,19TH,25TH OCT 15,00,000

HINDUSTAN TIMES 3RD,15TH,30TH OCT 15,00,000

DNA 1ST.19TH,23RD NOV 10,00,000

LOKSATTA 3RD,5TH,25TH NOV 15,00,000

MUMBAI MIRROR 17TH,27TH OCT 30TH NOV

10,00,000

FLYERS 5TH,17TH OCT 10,00,000

TOTAL 90,00,000

Total Expenses/ Price Per Unit 20,00,50,000/150=1333666.66 UNITS

HENCE BREAKEVEN POINT WILL BE ACHIEVED ON SELLING 1333667 UNITS

PARTICULARS NO, OF UNITS PRICE REVENUE

ESTIMATED SALES

20,00,000 150 30,00,00,000

RETURNS ON INVESTMENTS:30,00,00,000 – 20,00,50,000 = 9,99,50,000

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