Sir Irtaza Haider

for giving us this

opportunity

Group members

Rashid Javed
Mudasra Amjad
Malka Yasmeen
Qasim Irshad
Rana Umar Farooq

(32)
(21)
(19)
(28)
(31)

Brand audit

Objectives

Methodology
Primary Sources

Secondary Sources

Worlds largest company & bran in hair conditioning

2nd largest in shampoo
Considered as billion dollar brand
Unilevers number one hair care brand
Products are sold in 69 countries

Time line review

1954 launching
1958 Polythene bottle
1959 Expansion in 18 countries
1960 tonic Shampoo
1969 PVC bottle
1971 conditioner
1975 biggest name

1980 Introduced Whole Range

2003 New Range

2001 Hair Colorant Market

2008 Social networking site

Gang of girls

2009 Co-Creation Collaboration

2010-2013 PFDC Fashion Week

Logo
1990-2008

2008
Upto 2014

LOGO
Name
Color
Shape
Font
Slogan

SUNSILK BRAND
PORTFOLIO

TARGET MARKET

INTRODUCING OUR SIX SUNSILK EXPERTS

Brand
Mantra
Brand Name

Emotional
Modifier

Descriptive
Modifier

Functional
Benefit

Confidence &

Both gender

Hair Care

Self-respect

specially girls

SWOT
Analysis


Brand
Elements
Marketing
experts choose brand factors to construct as often brand collateral as it can be.

Competitive Review
Pure Competition
Sunsilk vs. Head & Shoulder exist in pure competition.
Analyzing Competitor
Sunsilk shampoo aims to fulfilling the needs 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 consumer.

Classes of Competitors
In Rural Areas

In Urban Areas

Competitor Review
Major competitor of Sunsilk in Rural areas is Bio Amla.
Herbal composition and low price
In terms of quality, they are far behind Sunsilk
In urban areas, Sunsilk is acting as a market challenger against P&G.
Intense promotional activities
P&G shampoos have higher prices

Competitive Review
Sr No.

Particulars

Sunsilk

Head & Shoulder

Brand Ranking

384

282

Brand Portfolio

Shampoo , Conditioners, mask

& spray

Shampoo &
Conditioners

Brand Image

Women Style, Quality, Smooth,

Soft, Black, Shiny, Clean,
Fresh, Long Hair, Thick Hair,
Self-Respect, Cool & Nice
Smell

Both Gender, AntiDandruff, Self-Respect,

Shiny

Years in Market

60

53

Logo

Stylish Women

Dandruff Free Hair

Scientific Health Protection

Environment Protection

6.5

6.2

Society Protection

6.2

5.8

Market Share
Sunsilk as a market competitor, is steadily gaining market share. At present market it
capture 34% of total market share.
Overall brand-wise position is:

Mind Share
To buy a shampoo rationale consumers firstly think about Sunsilk due to
promotional strategies of Sunsilk. So that Sunsilk rapidly increase their mind
share.

Heart Share
Due to reach product and marketing attributes and features consumer choosing
Sunsilk as their first choice.

Product packaging

Energizing
Produced by Brown Incorporation United Kingdom
brand look modern and expert
Emphasis on the variants
Separate item for every hair sort

Prices
Prices are different according customer budget
Shampoo in different sizes of bottles and sachets
Value-based pricing
Sunsilk Shampoo 5ml Sachet Pack
Fulfills the perception of consumers
Prices are less than P&G

Rs. 05

Sunsilk Shampoo Per 100ml Bottle

Rs. 99

Sunsilk Shampoo Per 200ml Bottle

Rs. 180

Sunsilk Shampoo Per 400ml Bottle

Rs. 330

PROMOTION
Building peak level of consciousness of consumers
Personality creation of our brand
Objectives are situate avoiding to the advertising strategy for each product

PROMOTIONAL STRATEGIES

Advertisement objectives
The advertising of any product should go behind the SMILE loom which is:

Advertising Strategy and Evaluation

Advertisements depends on level of competition

Promote functional benefits of shampoo
Elida Hair Institution come up with advancement
Sunsilk research by worldwide approved organizations
Nabila an identified and highly certified beautician is used by Sunsilk in its
Sunsilk has come up with a new advertising strategy GOOD HAIR DAYS

Distribution Objective
To reach as many cities, town and villages as they can
Different distributers for different places
Extremely pleased with their own distribution systems
Retailors were very pleased with Levers distribution system which permitted wellstocked racks
Struggled to hard to adopt those channel which guarantees perfect result
Knows about the significant features of the product
Place the item along with its significant opponents like P&G
Displays the sachets distinctly
They give off and on offers as trade promotion incentive to their distributers.

Brand Awareness

Facebook likes

2,293,581 likes

Twitter followers

73644

Google plus Items

120

linkedin.com

141,206 .

YouTube views

1,961,342

Flicker photos

10200

Positioning competitive map of Sunsilk Brand

(with the help of Questioner)
Sunsilk
Shining in one product
Smooth and Silky
Anti-dandruff shampoo and provide an
extra
conditioner in a package.
Hair Fall
Damage Repair
Shampoo Combining conditioner
Lower Class
Immediate Effects
Lower Price

Head &
Shoulder

Pantene

64
71
30

23
20
77

40
34
0

81
66
58
41
79
56

19
40
47
22
17
15

67
55
55
34
45
37

SUNSILK MENTAL MAP

These three form the mental map of Sunsilk which associates with them the different aspects

Statistical analysis data combined Method

Give 1 to all positive answers and give 0 to all
negative answers
Serial

Customer based brand

No

equity Particulars

Positive answer

Negative Answer

SALIENCE

81% aware

19% not aware

PERFORMANCE

73% satisfied

27% not satisfied

IMAGERY

67% in favor purchase, 33% not in favor to

usage etc.

purchase, usage etc.

29% Not satisfied

JUDGMENT

71% favor in quality etc.

FEELINGS

93%

feel

confidence 7% not feel secure

secure etc.
6

RESONANCE

62% loyal

38% switchers

Recommendations
Sunsilk should drive according to local preferences and needs.
Sunsilk can arise and ensure social responsibility in the society.
Maintain image among customers, mainly advertisement covers huge
expenses of Sunsilk,
Cut their advertisement expenditures,
To ensure social responsibility and highlighting benefits
Extensive marketing methods unilever should make people aware of the fact
that it is a Unilever Product
Lever should create gang of girls type activity in Pakistan
Improve promotional strategy as P&G have

REFERENCES

www.unilever.com
www.unilever.com.pk
www.millwardbrown.com
www.google.com
www.ac.com
www.scribd.com
www.slideshare.net
www.tractionplatform.com
www.stylecraze.com/articles/best-shampoos-available-in-india-top-10/
www.stylecraze.com/articles/best-sunsilk-shampoos-available-in-india/
www.unilever.pk/our-brands/detail/Sunsilk/337204/
www.dailyprice.com.pk/item/sunsilk-shampoo
http://scdlmbaprojects.blogspot.com/2011/05/scdl-mba-project-project-on-sun-silk.html
http://www.marketingweek.co.uk/unilever-will-feel-off-colour-if-sunsilk-gamble-fails/2001897.article
Unileverfinancialstatement2007-08

Q & A Time