Sun Silk

A presentation on Marketing plan of sunsilk

HIMEL TANCHANGYATAHMID MOQSUD NIZAM

KH. IBNUL RAFIDSAZID HOSSAIN UPAM

YASIN MAHMUDSALEH AHMED

“Softness, shine, and manageability of hairs.”

Introduction

Sunsilk is Unilever’s 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 can’t 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 used2010-2013--- PFDC Fashion Week

Key facts

Number 1 in Asia, Latin America and the Middle East

Sales of more than $1 billion a year.

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

20%

17%

13% 18%

8%

24% Sunsilk

Head& Shoulders

Pantene

Clinic

Dove

Others

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

Mind Share

35%

20%

29%

10%

6%Sunsilk

Pantene

H&S

Dove

Others

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

Shampoo Conditioner Shampoo & Conditioner

Product Mix

Dry TherapyScalp NutritionProtein ConditionerUltra-moisturizing

Dry HairLong HairAnti DandruffScalp Nutrition

Anti- DandruffSunsilk Naturals Sunsilk BlackSunsilk PinkSunsilk YellowSunsilk FruitaminsSunsilk OrangeFresh & CoolCurl Control

Point of Difference (POD)

• With point of difference, the brand must demonstrate clear superiority.

• 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.

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

LOGO

NAME COLOR SHAPE FONT SOLOGAN

The color of the font will be bold black “SUNSILK”with a colorful pack.

There is a diverse verities of color have beenintroduced in recent times in Sunsilk.

This brand has a shape of petite tiny balls withblaze including that this product is with diversecolors and it also shows the shape of long hair.

The name and the logo will be appeared has a highlightened of this product with eye-catching colors.

Life Can’t Wait

Target market of Sunsilk

• The main target market of sunsilk is females between the ages group 16-40 belonging to the middle & lower income classes.

• Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people.

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

ANTI-DANDRUFF PERFECT STRAIGHT HAIR LOCK

HAIR CARE FOR DIFFERENT WEATHER

CURL HAIR LOCK BLACK AND SHINE

SWOT ANALYSISSTRENGHT WEAKNESS OPPORTUNITY THREATS

Company has innovative technology andwell experienced experts.

Competitors have strong marketingactivities.

Population growing at a fast amount.

Political and economic factors.

Participative management style

Imported manufacturers also available inthe marketplace.

Consumers are becoming more great qualityconscious.

Partial Govt. rules.

The new Sunsilk shampoo is a top greatquality item in terms of hair protection.

Customer are provided better alternativeby the opponents.

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

Local and foreign opponents.

The potential audience is knowledgeable,experts and are part of top quality andcenter class

Competition intense in the hair care segment

Sunsilk Co-Creations – Partnering with 7 of the world’s best hair experts for new and improved products

Competition from in-house brands like Clear, Clinic Plus.

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 Pack Tk. 03

Sunsilk Shampoo Per 100ml Bottle Tk. 150

Sunsilk Shampoo Per 200ml Bottle Tk. 250

Sunsilk Shampoo Per 400ml Bottle Tk. 450

BUDGETAnnual budgeted plan

Lease on property 100 million in BDT

Purchase of lands 190 million in BDT

Production cost 150 million in BDT

Interior structure costs 50 million in BDT

Insurance & safety coverages 10 million in BDT

TOTAL 500 MILLIONIN BDT

Operational costs: (All These Cost Show For Particular Product)

Marketing cost 0.5 million in BDT

Utility bill 3 million in BDT

Employee salary 1.5 million in BDT

Store cost 40 million in BDT for 5 years

Raw materials cost 2 million in BDT per year

Container cost 3 million in BDT per year

Total 50 MILLION IN BDT

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 Can’t 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.Brand’s 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 manufacturer’s 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 M I L ESimple Memorable Interesting

with related information

Linked to the band

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 strategies-

I. 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

http://www.assignmentpoint.com/business/marketing-business/research-paper-of-sunsilk.html

http://prezi.com/3iql08qmrmqe/marketing-presentation/http://www.marketinginfo.org/2012/07/marketing-plan-of-sunsilk.htmlhttp://

www.scribd.com/doc/35065384/Sunsilk-Branding-Srategies-powerpointhttp://www.unilever.com.bd/our-brands/detail/Sunsilk/365962/http://

www.4-shared.eu/download/dziu2S5owP6HKdWnslbCQa/Sunsilk-amp-Branding-Srategies-powerpoint.h

https://www.facebook.com/Sunsilk