sunsilk promotion strategy essay


Sunsilk premiered in 1954, in the UK, Sunsilk had quickly become Unilever’s leading international hair shampoo brand. By 1959, it had been available in 18 countries world-wide marketable devices that discover and differentiate the brand.


Branding Decisions Branding approach is one of the most important decisions acquiring by marketers. It is a technique, which delivers lots of great feedback to get a firm. Indivual name: Unilever follow specific name pertaining to setting brand for their different products, just like Sunsilk, Ove (Shampoo), Ponds, Fair & lovely, Ove for skincare.

 Brand Elements Brand elements can enjoy a number of manufacturer building jobs. Band elements are those trades

Manufacturer elements

Memorable: every buyers mind grabs the brand name. Their marketing programs collection the brand brand in consumers mind. All their short brand name such as: In cui, ponds, Sunsilk are easily remarkable. Meaningful: Every consumer provides a clear that means about sunsilk. Consumer considers sunsilk like a product which solve all their problem relating with hair. Likable: From our research all of us found that most of the persons like the company verbally and visually.

Protectable: The rand name name can be legally and competitively protectable. The brand keep their operate mark privileges and not general.

Target market of Sunsilk:

The main target market of Sunsilk is females between the ages group 16-40 belonging to thelower and middle cash flow classes. However in their advertising activities, that they cover the wholemarket inspite of these classes. Sunsilk concentrate on its marketplace on the basis of client buying tendencies, income level, and purchasing power of people. For which quantity of the merchandise can be altered according tothe income and purchasing power of the consumers just as case of Sunsilk 120ml and 5ml packs can also be available to target low income groups. Traket market of srilanka The key target market ofsunsilk is femalesbe tw ee n theagesgroup16 -40 belonging to themiddle&l ow er incomec la dure es

Competitive Strategies for Sunsilk

Defining the strategic target:

The Sunsilk Shampoo is aimed at fulfilling the needs of its target audience by offering a top quality, assessment in the concept in terms of its acceptability, credibility and perceived benefits that it presents a healthy decision shampoo option to the targeted consumer. The theme of the merchandise shall be moored around the motto.

Expanding the total market:

Sunsilk is very delicate to increase its market. Is actually sometime very challenging for a firm toexpand its total market. Sunsilk basically wants to increase fresh customer plus more usage.


Sunsilk planning to attract potential buyers who are not aware the product or who areresisting it since lack of this sort of features. Sunsilk using market penetration strategy, newmarket portion strategy and geographical expansion strategy for searching new customers. Very attractive marketing and other propositional activities execute a vital position in this case.

More usage:

Sunsilk recently raise the amount, level and frequency of intake. Italso enhances packaging and redesigns the product. It offers much larger package sizes and makesthe product even more available. They will emphasize even more on program, which notify theconsumer regarding the brand and it frequently develops the item which as well spurs new uses.

Choosing General Technique:

1 . Flank Attack:

Sunsilk can follow segmental technique. In industry Head & shoulderstargeting primarily high and middle course people although big portion in lower class client could not undertake their product. So , Sunslik targeting the bottom class, that have lower income and launch cool product at a lower price.

2 . Frontal Assault:

Sunsilk can easily launch fresh shampoo incorporating conditioner, anti-dandruff, and shinning in a 1 product since follow while Head & Shoulders.

several. Bypass Attack:

Sunsilk can easily introduce anti-dandruff shampoo and provide an extraconditioner in a bundle. Identifying rivals

. Analyzing opponents:

The new Sunsilk shampoo should fulfilling the requirement of its targetmarket by offering a top quality, assessment of concept in term of acceptability, credibility, and perceived benefits that this offers a normal choice shampoo alternative to goal customer.

Competitor review:

The main competitor of Sunsilk in rural areas is BIO AMLA and urban areas Sunsilk mainly aggressive of Mind & Shoulder. The main advantage of BIO Amla is definitely herbalcomposition, low prices, which attract rural industry but in term of quality they are significantly behindSunsilk hair shampoo. In cities Sunsilk performing market challenge with Head & Glenohumeral joint. Sunsilk provides the advantage of keeping their rates lower than P&G but P&G has captured a large business due to its intense promotional activities.


1954 ” Sunsilk first introduced in the UK.

1955 ” First ad of Sunsilk appeared in the news.

1964 ” Release of Sunsilk hair aerosol.

1968 ” Sunsilk shampoo re-packaged in PVC bottles.

1971 ” Launch of Sunsilk moisturizing hair product.

1975 ” Sunsilk became the biggest name in hair care.

2003 ” Sunsilk smooth magazine introduced in Spain.

08 ” Social media site Team of Girls was introduced in India. Superstar associations

Madonna, Shakira

Marilyn Monroe

Humaima Malick pakistan

Priyanka Chopra India

singer Delta Goodrem Quotes.


Gang of females

In 2008, Sunsilk India created a social networking internet site called Company of Girls,[7] which in turn offered people access to a variety of local and global experts to address several hair care needs through it is content, blogs and live chat room.

Co-Creation collaboration

Via 2009 Sunsilk started working together with a number of specialist hair “experts to develop fresh and increased products. Every hair “issue variant backlinks to an “expert with the relevant specialist curly hair knowledge.


Sunsilk will come in over sixty countries worldwide. However Sunsilk products seem to be no longer available in the United States.


i) Advertising

Advertising and marketing is known as virtually any paid form of nonpersonal communication about a business, product, service, idea or perhaps cause by simply an recognized sponsor. Sunsilk company has been doing various ad. One of the most recurrent advertisement is usually newspapers. Sunsilk mostly advertises their products through newspapers and flyers. The benefit of using newspaper is very effective to communicate with large audience which usually actually mean that newspapers will be being browse by almost all the resident whether in the home, at restaurant, at a coffee shop or etc . Besides, sunsilk goods are also getting advertised through mass media (television). This can be an effective way to create brand photos and symbolic appeals. For examples, the product can help straighten the hair of model and resolve many bad conditions of curly hair. Sunsilk perform also encounters disadvantages wherever they had to look after the production price for the advertisements.

ii) Sales campaign

Sales promo consists of immediate incentives to encourage obtain or product sales of a services or products. Sunsilk business promotes goods in many ways. For example, it offers buyers with goods 2 in 1 bunch with cheap. Besides, Sunsilk also provide free provides or little bottles of sample to consumer alongside the shampoo they will purchase. This kind of to be stated as special offers is to target the ultimate users of Sunsilk. Besides, it also targets the retailers, wholesalers or suppliers of the brand. This is how the advertising intermediaries carries activities like value packs (as mentioned above), trade shows and price bargains.

iii) Advertising

Public relations aims to build great relations with all the company’s different publics by simply obtaining favourable publicity, accumulating a good company image and handling or perhaps heading off negative rumors, tales and situations. Public regards can have a strong impact on general public awareness for a much lower cost than advertising and marketing can. Sunsilk..

one particular

Need an Essay Writing Help?
We will write a custom essay sample on any topic specifically for you
Do Not Waste Your Time
Only $13.90 / page