LILLY SWORDS METHODIST COLLEGE OF EDUCATION, BATALA
PREPARTION OF PPT AND COMMERCIAL AD ON
MARKETING OF COMMODITY
About SUNSILK
• Sunsilk is a hair care brand for women produced by the
Unilever group , launched in 1954 in the UK.
• The brand included a range of shampoos, conditioners, and
other styling products.
• By 1959, it had become a well known hair care brand and was
available in 18 countries worldwide
Introduction Stage
• Sunsilk was launched in the UK in 1954,and by 1959 it was available in 18 different
countries worldwide.
• Sunsilk began its publicity efforts in 1955 with an advertising campaign that focused on
specific hair "issues".
• In the UK, the campaign focused on shiny hair.
• A television commercial of Sunsilk featured a tune composed by John Barry, “The girl
with the sun in her hair”, which became so popular that it was subsequently released as
a pop single.
Key facts
• Number 1 in Asia, Latin America and the
Middle East
• Sales of more billion a year. than $1
• 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
Marketing Objective
• The objective was to expand their market to other cities of India and
also maximize market and shares ..
Marketing Strategies
• Change their packing, shape and colors of a bottle.
• Available in different size ( pouch & bottle) and price with different Fragrance .
• Easily available in Stores .
• Promote their product through advertisement.
• Change Logo .
Maturity Stage
• By the beginning of the new century, Sunsilk attained maturity as a global
brand, with its products being sold in 69 countries.
• To prolong the set in of the decline stage, Sunsilk went for Brand
rejuvenation and came out with “SUNSILK NATURALS”.
• From 2009, Sunsilk has started working with a number of professional hair
experts to develop new and improved products.
• From this came the tagline, “Life can’t Wait.” Hair has a deep emotional
connection with women and plays a significant role in the audience’s life.
• By acknowledging this emotional connect, Sunsilk has managed to stand
apart from its rivals.
• Sunsilk understands that different girls have different needs and hence has
created 7 products that cater to a variety of them.
Cont….
• Unilever launched Sunsilkgangofgirls.com, India's first "online all-girl
community" which quickly caught the attention of the target group as
it was promoted through a 360-degree media communication blitz.
• The site was branded space to promote Sunsilk, while at the same
time it provided a social networking platform for girls.
• The site offers its users access to a variety of local and global experts
to address various hair care needs through its content, blogs and live
chat room.
• The site includes rich content of hair care and fashion, and users can
also take part in interactive games and quizzes.
Cont….
• The efforts to take the GoG website on the road
began in late 2006 when Unilever conducted a
Sunsilk Hair Bars event in Delhi which was
essentially a live version of the GoG website
where girls could spend their weekend getting
advice on hair care, mall activation programs and
participation in college youth festival events.
• Came with celebrity “Priyanka Chopra ” to
promote their product.
• Change their Logo.
Advertisement objectives
• The advertisement of a product should follow the smile
approach that is:
• S- Simple: Advertising will very simple and easily
understandable for all customers.
• M- Memorable: easily memorable
• I- Interesting with relevant information
• L- Linked to the brand: directly related with product
characteristics.
• E-Emotionally involved and liked.
Target Market
• The main target market of sunsilk is
females between the ages group 16-40
belonging to the middle and lower
income classes.
• Sunsilk target its market o the basis of
consumer buying behavior , Income level
and purchasing power of people.
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD
• With point of difference, the brand must demonstrate clear
superiority.
• Sunsilk’s 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.
Positioning: A Hair Care Experts
• Sunsilk provides real solutions to women's
everyday hair needs everywhere
• Understanding what girls want & how girls
feel
• Lively blondes, deeply brunettes &
passionately reds.
Communication Tools of Sunsilk
• Electronic Media (Gang Of Girls)
• FM Print Media Sponsorships ('Femina Miss India' and 'India
Fashion Week‘)
• Billboards
• Giving out free Samples
Top Shampoo Brands in India
• Sunsilk
• L’Oreal Paris
• Clinic Plus
• Fiama Di Wills
• Dove Nutritive
