EMPOWER MARKET RESEARCH AGENCY MARKET RESEARCH ON SUNSILK
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EMPOWER MARKET RESEARCH AGENCY
MARKET RESEARCH ONSUNSILK
GROUP MEMBERS
JANHAVEE MORAJKAR 79 MADHAVI PAWAR 80 HARMINDER SINGH 102 SHABANA ANSARI 121 SOHAL MITRA 122 NEHAL THAKKAR 123
ABOUT US
OUR CLIENTS
WHY US?
EMPOWER M.R AGENCY
SHAMPOO
Did you know, that the word Shampoo is derived from the Hindi word “Champi”.
Remember Johnny Walker’s famous song - Meri Jaan, Meri Jaan, Sunday Ke Sunday, Teil Maalish - Champi Teil Maalish.
The British loved the massage so much, they started calling Champi as Shampoo.
The way forward
While toilet soaps have reached saturation, there is immense potential for penetration of shampoos into Indian households.
According to NCAER, Shampoo penetration is expected to grow from 350 thousand households in 2000-01, to 600 per thousand households in 2007-08.
SUNSILK
Launched in 1964
Sunsilk is the largest beauty shampoo brand in the country. Positioned as the 'Hair Expert',
The benefits are more compelling and relevant.
The accent is on "It knows you, and hence knows exactly what your hair needs".
OLD CAMPAIGN
In the early years, Sunsilk focused much of its marketing attention on gaining international presence.
Push path
Brand loyalty,
Sunsilk found it very difficult to gain market share and attract a younger audience
Sunsilk’s new look
New variants
New packaging
New advertisement
New tagline
New variants
New packaging to assist Rebranding
Innovation
Facts & Figures
Further Promotion
Utilization of Capacity
Logo Design
Software and Tools for Microsoft PowerPoint.
The website with innovative solutions.
Save time and money by automating your presentations.
www.presentationpoint.com
New Advertisements
Brand ambassador
Outdoor Media
Print Media
Sponsorships
New tagline…… Life can’t Wait
Life can’t wait….
Meaning
Background to the campaign
Gang of Girls – Social Networking Website
OBJECTIVES
To make the study
whether repositioning
Successful or not
Sub-Objectives:-
To study the awareness of consumers about reposition
To know the market share of the product
PROBLEM
Brand is repositioned, but the success is not known
METHODOLOGY
Primary source
Space boundaries
Time boundaries
Environmental conditions
WHICH SHAMPOO YOU USE?
SUNSILK HAS THE HIGHEST MARKET SHARE.
TOUGH COMPETITION FROM DOVE.
APPARENT THAT SUNSILK IS A SUCCESSFUL BRAND.
WHICH VARIANT DO YOU USE?
BLUE VARIANT [DANDRUFF],ORANGE[DAMAGE TREATMENT],GREEN[CLEAN &FRESH] ARE NOT AT ALL PREFERRED.
MORE AWARENESS OF THESE VARIANTS REQUIRED.
BLACK[SHINE] AND YELLOW [THICK AND LONG]ARE THE MOST PREFERRED VARIANTS OF ALL.GOLDEN VARIANT[HAIRFALL] WHICH WAS LAUNCHED DURING REPOSITIONING IS ALSO PREFERRED.
HOW FREQUENTLY YOU USE SUNSILK?
FOR HOW LONG ARE YOU USING SUNSILK?
• AROUND 20% ARE NEW USERS OF THE TOTAL NUMBER OF CURRENT USERS AFTER REPOSITIONING.
• 40% ARE BRAND LOYALS.
DO YOU KNOW THE BRAND AMBASSADOR OF SUNSILK?
10% ARE BRAND LOYAL USING SINCE YEARS[BEFORE REPOSITIONING] BUT NOT AWARE .
THIS INDICATES PROMOTIONAL WAYS /EFFORTS WERE MODERATE.
HOW WERE YOU AWARE ABOUT THE CHANGE?
MORE PROMOTION SHOULD BE DONE THROUGH T.V. TO THE CONSUMERS.
CAN ALSO DO PROMOTIONS THROUGH RADIO IN FUTURE.
HAVE YOU VISITED GOG WEBSITE?
OUT OF 20% MARKET [AS MENTIONED EARLIER] AND 20% NEW USERS HALF VISITED GOG WEBSITE.
50% MORE INTERESTED IN PRODUCT & ITS RESULTS.
IS THE PRICE WORTH?
HOW WOULD YOU RATE THE PACKAGING?
AROUND 90% HAPPY WITH THE PACKAGING AND DEMANDS NO CHANGE IN THIS ASPECT.
PACKAGE CHANGE --- QUITE SUCCESSFUL.
HOW WOULD YOU RATE THE AVAILABILITY OF THE PRODUCT?
MOST POPULAR VARIANTS—BLACK,GOLDEN,YELLOW & PINK ARE EASILY AVAILABLE.
HAVE YOU TRIED SUNSILK?
AWARENESS ABOUT SUNSILK AS A BRAND IS HIGH.
CONSUMERS NOT SATISFIED WITH THE PRODUCT.
WHY DID YOU SWITCH OVER TO ANOTHER BRAND?
DO YOU KNOW THE BRAND AMBASSADOR?
AWARENESS ABOUT REPOSITIONING IS VERY HIGH TO NON USERS .
AWARENESS ABOUT THE PRODUCT IS NOT ADEQUATE.
COMPANY CAN CONVERT THESE NON-USERS INTO USERS BY PROPER PROMOTION STRATEGIES.
WHY YOU PREFER OTHER BRAND?
CUSTOMERS SUGGESTIONS
Ads of all variants should be advertised.
All variants should be made available in the shops.
Introduce shampoo for men.
Introduce HERBAL SHAMPOO
Make GANG OF GIRLS effective.
Check product and packaging
AGENCY SUGGESTIONS
Good promotional ideas implement it.
Ads should convey the idea.
More awareness campaigns should be held.
Introduce shampoo for men.
GANG OF GIRLS relaunch.
SOME STRATEGIES
Good promotional ideas implement it.
Sale with offers-15%extra,one on one free.
Introduce “SMART PACKS”. Introduce SUNSILK BIRTHDAY and SUNSILK FAIR.
CONCLUSION
