SUNSILK By: Unilever Supply Chain, Inc.

Hair care products, namely, shampoo and conditionerPerfect for these industries Words
describe this logo
Cosmetics and Cleaning Products
hair care products
shampoo conditioner

that

This is a brand page for the SUNSILK trademark by Unilever Supply Chain, Inc. in Clinton, CT,
06413. Write a review about a product or service associated with this SUNSILK trademark. Or,
contact the owner Unilever Supply Chain, Inc. of the SUNSILK trademark by filing a request to
communicate with the Legal Correspondent for licensing, use, and/or questions related to the
SUNSILK trademark.
On Friday, June 03, 2005, a U.S. federal trademark registration was filed for SUNSILK by
Unilever Supply Chain, Inc., Clinton, CT 06413. The USPTO has given the SUNSILK trademark
serial number of 76640114. The current federal status of this trademark filing is ABANDONED EXPRESS. The correspondent listed for SUNSILK is Kenneth C. Leonard of Unilever United
States, Inc., Unilever Law Department, 33 Benedict Place Greenwich CT 06830 . The SUNSILK
trademark is filed in the category of Cosmetics and Cleaning Products . The description provided
to the USPTO for SUNSILK is Hair care products, namely, shampoo and conditioner. Word
Mark: SUNSILK
Status/
Status Date: ABANDONED - EXPRESS
8/7/2007
Serial Number:
76640114
Filing Date: 6/3/2005
Registration Number: NOT AVAILABLE
Registration Date:
NOT AVAILABLE
Goods and Services: Hair care products, namely, shampoo and conditioner
Mark Description:
NOT AVAILABLE
Type Of Mark:
TradeMark
Published For Opposition Date:
2/14/2006
Last Applicant/Owner:
Unilever Supply Chain, Inc.
Clinton, CT 06413
Why is this contact information displayed?
Mark Drawing Code:
Drawing/Design + Words
Design Search:
See Similar Logos >> Circles that are totally or partially shaded. (Geometric figures and solids Coding and searching guide) see more design...
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design...
Register Type:
Principal
Disclaimer:
(NOT AVAILABLE)
Correspondent:
Kenneth C. Leonard
Unilever United States, Inc.
Unilever Law Department
33 Benedict Place
Greenwich CT 06830

Classification Information
International Class Code(s): 003
US Class Code(s):
001, 004, 006, 050, 051, 052
Primary Class:
Bleaching preparations and other substances for laundry use; cleaning,
polishing, scouring and abrasive preparations; soaps; perfumery, essential oils, cosmetics, hair
lotions; dentifrices.
Class(es) Status:
Active
First Use Anywhere: 6/18/2006
First Use In Commerce:
6/18/2006

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SunSilk Shampoo Ingredients
By Farozan Jivraj, eHow Contributor

Print this article

Sunsilk is a popular brand of shampoo produced by United Kingdom-based multinational
company Unilever. With a huge variety of haircare products, Sunsilk is a brand to reckon with.
Regardless of whether you have straight hair, wavy or curly hair, flat and limp, or frizzy hair,
Sunsilk claims to have a product for every hair type. There is no doubt that several chemicals are
used in shampoos to formulate them to please every customer. Sunsilk also contains several
chemical and natural ingredients that form its shampoos and hair care product line. Ingredients in
shampoos are divided into some specific categories, including solvents, surfactants, conditioning
agents, and others.
Related Searches:
Sunsilk Hair
Curly Hair Oil
Solvents
A solvent helps dissolve other substances present in any mixture. It helps make the mixture
homogeneous and smooth. Every shampoo needs a solvent so that the shampoo can be used as a
liquid cleaner. The solvents present in Sunsilk shampoo are Aqua, which is purified water, and
Propylene Glycol.
Propylene Glycol is a form of mineral oil that allows retention of moisture in cosmetic products.

It is useful in shampoos because it does not allow moisture to escape and dry out the shampoo.
Surfactants
A surfactant modifies the surface tension of water so that surfaces can be cleaned. It also causes
the shampoo to foam and mix evenly with other ingredients to form a smooth mixture. The
surfactants present in Sunsilk are Sodium Laureth Sulfate, Cocamidopropyl Betaine and TEADodecylbenzeneSulfonate.
These ingredients help cleanse skin and hair by allowing water to mix with oil and dirt so that
they can be rinsed away.
Conditioning Agents
A conditioning agent improves hair appearance and texture. It also helps in styling and makes
hair shine. The hair conditioning agents present in Sunsilk are Dimethiconol, Guar
Hydroxypropyltrimonium Chloride (GHC), Panthenol, and Pantolactone.
Dimethiconol is a silicon-based ingredient that smoothes hair and is used in many cosmetics, too.
GHC is a derivative of guar gum and conditions the hair, making it easy to comb. Panthenol is
obtained from vitamin B5 and has lubricating properties which make hair soft and smooth.
Other synthetic ingredients
Sunsilk also contains several other ingredients. The opacifiers that make Sunsilk look pearly are
Glycol Distearate and Glyceryl Oleate. Carbomel and PPG-12 are viscosity controllers that
regulate how thick the shampoo is. Preservatives in the shampoo prevent bacterial growth due to
possible contamination and DMDM Hydantoin, Sodium Benzoate, Potassium Sorbate,
Methylchloroisothiazolinone and Methylisothiazolinone are used for this purpose.
Some fragrances used in Sunsilk are Citronellol, Limonene and Linalool. Sunsilk also uses pH
adjusters that regulate its alkalinity. The ingredients used for this are fumaric acid, citric acid and
sodium hydroxide.
Natural ingredients
Sunsilk also uses natural ingredients in its shampoo. The botanical, that is derived from plants, is
Passiflora Incarnata. The common name for this flower is maypop, passion flower or apricot
vine.
Glucose is also used as a humectant in Sunsilk shampoo. This allows moisture to be retained in
the shampoo and does not make the shampoo very drying to the hair.
//////////////////////////////////////////////////

////////////////////////
INSTITUTE OF BUSINESS AND TECHNOLOGY (BIZTEK)

REPORT ON SUNSILK

SUBMITTED BY: UMAIR SULTAN SHAZAD KHAN NAMEER KHAN SUBMITTED TO:
MISS DURIA HASSAN 10-4-2008 BB-1410 BB-1495 BB-1414

ACKNOWLEDGMENT
My first and foremost humble and gratitude to ALLAH the Almighty for giving me the valor
to remain dedicated to make this term report. This underlying term report is based on the analysis
of different marketing functions of Unilever Brothers Pakistan Limited. Applied on Sunsilk. In
making this term report, we collected the whole data from publications, internet and various
international business magazines.

TABLE OF CONTENTS
CONTENTS PAGE #

1. Unilever Brothers Pakistan Limited.

03 2. Company Objectives. 3. Sunsilk Mission Statement. 05 4. Product 5. Price 6. Promotion 7.
Distribution 15 06 11 12 04

8. S.W.O.T Analysis
16

9. Recommendations

19

UNILEVER PAKISTAN LIMITED

Unilever Pakistan limited formerly lever brother Pakistan, the largest consumer goods
producing company in Pakistan, was incorporated here in 1948 and started building their factory
at Rahim Yar Khan. This factory was inaugurated formally in 1951 by the then Governor General
of Pakistan. Unilever Pakistan is the largest FMCG company in Pakistan, as well as one of the
largest multinationals operating in the country. Now operating six factories at different locations
around the country. The Unilever's Head Office was shifted to Karachi from the Rahimyar Khan
site in the mid 60's. UPL moved into the personal care product business in 1981. It has gained a
major market share due to the introduction of quality brands like Sunsilk, Lifebuoy, Lux and Fair
& Lovely. Unilever was the recipient of Management Association of Pakistan (MAP) and
Karachi Stock Exchange awards in recognition of its performance. For the purpose of MAP
award, it was judged the best among the companies that have performed well in the areas of
Financial Discipline, Management practices such as Risk Management, Corporate Governance,
Social Responsibility and Research & Development. Unilever is committed to investment and
modern production facilities thereby contributing to economic growth and employment
opportunities.

In June 2007, Unilever Overseas Holding Limited, a wholly-owned subsidiary of Unilever PLC,
UK, the ultimate parent company, purchased all the shares held by the Punjab government.

COMPANY OBJECTIVES
Neither our own nor our major competitors objectives are simple or obvious. There are many
choices between short term and long-term profit, between growth and cash flow, between growth
in assets and growth in earnings, between proportions of earnings paid to share holders as
dividends or reinvested. It is reasonable to assume that these different objectives of different
competitors predetermine some of their strategies and tactical behavior. Assess the concept of
product acceptability, credibility and perceived benefits. Examine consumers assessment of the
product, in terms of product performance and related benefits. Explore consumers reaction
towards packaging. Understand consumers perception of quality advertisement in terms of its
impact.

MISSION STATEMENT
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

INTRODUCTION OF THE PRODUCT

Product History:
Sunsilk was introduced in 1989 in Pakistan with three variants related to hair types. Endorsement
of a hair stylist was the first step in building the image of the brand as a hair care expert. With the
competition from local and multinational companies due to rationalization of excise duties,
Sunsilk has not been able to gain the desired share in the market. To strengthen the brand, UPL
decided to re-launch Sunsilk with a premium range consisting of four variants in January 2000.
In 2001, due to the constant research of their affiliated hair

care institutes, the need of a shampoo for oily hair was observed and they launched a new variant
of Sunsilk having citrus extracts. All Sunsilk variants have been formulated especially keeping in
view the Pakistani consumer hair composition and hair care needs so as to provide the consumer
with a complete range for all hair types.

Target Market:
Their main target market is females between the age group 16-40 belonging to the two upper
income classes. But in their promotional activities, they cover the whole market irrespective of
these classes.

Competitors Review:
The major competitor of Sunsilk in the rural areas is Bio Amla while in the urban areas; Sunsilk
faces cutthroat competition with P&G. The main advantage of Bio Amla is its Herbal
composition and low price, which attract the rural market, but in terms of quality, they are far
behind Sunsilk. In urban areas, Sunsilk is acting as a market challenger against P&G. Sunsilk has
got the advantage of keeping their prices lower than P&G shampoos but P&G has captured a
bigger share of the market due to its intense promotional activities.

Packaging:
The packaging design for the New Sunsilk range is extremely exciting and has been developed
by Brown Inc. UK. The packaging makes the brand look expert and modern. This packaging
makes the brand look more contemporary and hi-tech. It ensures more emphasis on the variants
that have already been a part of the product but never been communicated to the customer that
well. This new packaging has clearly identified that there is a separate product for each hair type.

Currently, the main range consists of:

SunSilk Softening Anti-Dandruff Shampoo:

SunSilk Softening Anti-Dandruff Shampoo is a unique pearlized formulation with Chamomile &
Vitanol to drive out dandruff and nourish your hair back to its natural beauty.

SunSilk Black Shine Shampoo:

SunSilk Black Shine Shampoo with Henna & Cocoa naturally blackens and smoothens your hair,
so it reflects shine all day everyday.

SunSilk Long & Strong Shampoo:

SunSilk Long & Strong Shampoo with ginseng protein nourishes and strengthens your hair. By
reinforcing the whole strand, your hair will grow beautifully strong and long.

SunSilk Soft Touch Shampoo:

SunSilk Soft Touch will do just that, With rich almond oil & cream nutrients, it nourishes deep
inside each hair strand to bring out softness you can really feel. Soft hair loves to be touch.

SunSilk Damage Repair Shampoo:

SunSilk Damage Repair Shampoo with Olive Oil Serum helps rebuild your hair's natural cellular
structure and seals it with a natural conditioning blanket. So your hair's all ready for the next big
style.

Customer Review of Product Usage:

10

36.36%

30.30%

12.12%

12.12%

9.09%

Green

Black

Orange

white

Pink

Pricing Objectives:
Unilever claims to practice value-based pricing in which the customers perception of the
products price provides a starting point for developing the marketing mix of the product. The
research department determines this price usually by using focus groups. The price of RS 3 for
Sunsilk shampoo sachets shows how the price also reflects a concern to make the purchase more
convenient, since the rupee is denomated in this value. The primary importance of this valuebased pricing is that the product demand will be much higher if its price is in line with the

customers perception of its value. One crucial concern for value-based pricing is strict
management of cost in order to be able to make a profit at the value-based price.

11

After the initial price is determined, Unilever then uses target costing in order to achieve the
required profits. With the marketing plan now being termed as Annual Contract the importance
of meeting the profit margin requirements has increased. Target costing thus provides an
essential tool to manage cost effectively. The characteristic of monopolistic competition
typifying the market sets the threshold for pricing. This market consists of many buyers and
sellers trading over a range of prices. The key element is differentiation, which allows the seller
to gain market share in contrast to competitors. Given this market condition, Unilever
differentiates its products and also sells them in different price ranges to cover at least a large
portion of the market. Also this makes Unilever more sensitive to price changes of competitors
products. Last year P&G revised their prices which has increased the prices of their shampoos
considerably but Sunsilk has maintained its prices and their prices are much lower than P&Gs,
which is a major blow to P&G because being a poor country people go for products which are
within the range of Rs.100.
200ml bottle 6ml Sachet Rs.120 Rs.3

12

Promotion objectives:
Build top of the line consumers awareness. Creating a personality of the brand. Besides
having these general objectives, the advertising objectives are set avoiding to the advertising
strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:
To increase the usage. Conditioning benefits. Makes the hair appear clean and shiny.
Imparts a feeling of freshness-due to fragrance.

13

 Easy to manage, silky, soft hair. Unique shampoo for every hair type. Effectively
communicate brand promise.

Advertisement objectives:
The advertisement of a product should follow the smile approach that is: S - Simple M Memorable I - Interesting with relevant information L - Linked to the brand E - Emotionally
involved and liked. The advertisement should be in line with the past ad (if any). The ad should
have a good advertising idea. Advertising should meet the brief Message clearly
communicated Advertising should fit the brands personality An add is usually changed after 18
months TARP(Target Audience Rating Points)

Advertising strategy:
A products particular advertising strategy also depends on the level of competition involved
with each product. For example shampoo ads previously used to provide emotional benefits but
when P&G entered the shampoo market with its shampoo Pantene, it revamped the whole
situation, Pantene ads promoted the shampoos functional benefits, which greatly appealed the
consumers. Unilever s seeing this trend changed its advertising strategy for Sunsilk so that
Sunsilk advertisements also promoted the shampoos functional benefits.
14

Thus Unilever evaluates the products present position in the market, the promotion objectives it
wants to achieve and the level of competition involved while setting the advertising strategy for a
product. Elida Hair Institute does a lot of research and they come up with innovation in the
product. Elida provides credibility that Sunsilk is not locally made but it is based on a lot of
research by internationally accredited institutions.

Unilever believes that messages about product delivered by credible sources can be very
persuasive. Hence Nabila who is an hair care expert endorses Sunsilk and more value is added to
the brand. Consumers relate to products itself, they can relate to a human being who consumers
believe is an expert so if Nabila is an expert so is Sunsilk. Nabila a recognized and highly
qualified hair stylist is used by Sunsilk in its ads because they want to bring out an experts
image. Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major
cities in collaboration with famous hair stylists of the country.

Advertising Evaluation:
Unilever also carriers out on extensive evaluation process. Target audience rating points are used
to evaluate a product. Households are monitored in various cites to get consumers response and
feedback. R-Lintas carriers out in own evaluation proceeds for its advertisement. Weekly figures
are presented by research department. Regarding sales which have been carried out by

15

extensive surveys. Products manager themselves have to visit the

Consumers View of Sunsilk Advertisements

54.55%

33.33%

12.12%

Attractive

Average

Cheap

Distribution Objective:
To reach as many towns and villages as we can Unilever has 150 distributors whose function is
to sell to wholesalers directly. There are different distributors for different areas. They are
carefully selected and their performance is constantly evaluated.

16

They appear extremely satisfied with their channel systems and have a good rapport with them.
We feel that this is essential since these are not too many levels, thereby preventing channel
complexity and allowing Unilever greater control. Unilevers statements were verified by our
consumer survey, which revealed that the retailers were very satisfied with Unilevers
distribution system, which allowed wellstocked shelves. This is an added advantage, since the
consumers undergo habitual buying behavior. Sunsilk has a very good distribution network all
over the country. They have struggled hard to adopt such channels that guarantee the perfect
results regarding the placement of their product. These distributors are given clear instructions
regarding the selection of the retailer and to make sure that the retailer; Knows about the
significant characteristics of the product. Places the product along with its major competitors
like P&G. Displays the sachets distinctly. They give off and on offers as trade promotion
incentives to their distributors. The distributors contribute to the promotion of Sunsilk by word
of mouth.

STRENGTHS
Unilever Brothers Pakistan Limited is one of the largest

organizations in Pakistan. Company has advanced technology and well skilled professionals.
17

 The New Sunsilk Shampoo is a high quality product in terms of hair protection. The target
market is educated, professionals and belongs to premium and middle class. Company totally
owned, systematic distribution network, transparent communication system. Participative
management style Very good distribution network all over Pakistan, in all major and small
cities.

WEAKNESSES
Competitor has strong promotional activities. Imported brands also available in the market.
Customers are offered better alternatives by the competition.

OPPORTUNITIES
Population expanding at a rapid rate. Consumers are becoming more quality conscious

18

 Current capacity utilization is 80%, which can be further broadened with the increase in
demand. Customer base is increasing with effective marketing. Baby shampoo is another
area where Unilever Brothers can make huge gains. Shampoo plus conditioner and antidandruff shampoos are another area where Unilever brothers can earn huge profits. Rural
areas are a large prospective market where they can introduce Sunsilk.

THREATS
Political and Economic factors. Partial Government policies. High rate of competition. Local and
Foreign competition. Smuggling via Afghan Trade Transit is one of the big hurdles faced by
Sunsilk. Supplies from Indonesia and Thailand is another important issue.

RECOMMENDATIONS
Unilever, Pakistan realizes the huge potential of the

rural markets, i.e. 72% of the total population, but has not yet developed a successful strategy to
penetrate

19

this market. The success of Unilevers Hindustan should be emulated, which has successfully
captured the rural market by two key strategies; firstly, by developing a strong distribution
infrastructure and secondly, by adapting the packaging and pricing to this market.
Unilever should increase the buying of raw materials

from local markets so that it does not have to suffer excessively from devaluation and continuous
increase in tariff rates. This would also negate the adverse affect on sales volume due to
smuggled foreign product.
Unilever should introduce a smaller (100 ml) pack of

Sunsilk shampoo in order to capture the lower income segment.

Unilever should enter into WEB Marketing. The Legacy Soccer Foundation sponsored
mainly by

Unilevers, should be emulated by Unilevers Pakistan in the area of cricket since it is the most
popular sport in Pakistan.
Unilevers could also provide consumers with a hot line

number where they can call in to complain or to ask specific questions about Unilvers products.
These hot line numbers can also advise consumers about their hair type and other hair related
queries. Such a strategy would highlight Unilevers concern for the public as well as helping it to
gain market share. They should increase the frequency of advertisements on electronic and
print media. their

They should introduce 2 in 1 composition, i.e. shampoo plus conditioner which is the demand
of a huge potential market.

20

///////////////////////////////////

SUNSILK & Its Branding Strategies

Tina Umnia Hussain

Assistant Professor M.H. School of Business Presidency University

July 29, 2010

Isfaq Khan Group Leader Student of M.H School of Business

Dear Sir, Subject: Submission on report Sunsilk and its branding strategies. This is to inform to
you that we are truly & deeply grateful for being provided this report with all the knowledge
during lectures that has further contributed in my report to understand intricate aspects of courses
that we completed till now. This report has also given us the prospect to get the overall reflection
about Sunsilk and its branding strategies. Beyond any doubt, this term paper has enriched us with
knowledge & information that contributed to elevating our experience. We have given our best
effort at every stage of perception & completion of this report. Therefore, we pray and hope that
you would be kind enough & aspect this report & oblige thereby.

Sincerely,

Group: 01

Members of the group:

Md. MahabubAlam ID: 082028025 IsfaqKhan Farjana Mukbul Mehedi Hasan Sayma Sultana
ID: 082110025 ID: 082079025 ID: 082230025 ID: 082229025 .
.
.
.
.

Report on

SUNSILK & Its Branding Strategies

Marketing Management Course Code: MKT 307

Prepared for Tina Umnia Hossain Assistant Professor, BBA Program M.H. School of Business

Submitted by Md. MahabubAlam ID: 082028025 Farjana Mukbul ID: 082071025 Isfaq Khan
ID: 082110025 Sayma Sultana ID: 082229025 Mehedi Hasan ID: 082230025

Submission Date: April 7, 2010

SUNSILK & Its Branding Strategies

CONTENTS

PARTICULARS
PAGE
LIST
OF
ILLUSTRATIONS
..IV
ACKNOWLEDGMENT
..
V
EXECUTIVE
SUMMARY

VI

INTRODUCTION

..
1
METHODOLOGY
3

BACKGROUND
COMPANY4

OF

THE

HISTORY
OF
SUNSILK
SHAMPOO..5
POINT
OF
PARITY
(POP)
7
POINT
OF
DIFFERENCE
..7 (POD)

BRANDING
STRATEGY
8
TARGET MARKET OF ..
9 SUNSILK

IDENTIFYING
COMPETITORS
..10
COMPETITIVE STRATEGIES SUNSILK..
12
COMMUNICATION
TOOLS
SUNSILK..14 FOR OF

RECOMMENDATION

16
CONCLUSION
.17

ANNEXURE

18

LIST OF ILLUSTRATIONS

FIGURE PAGE

1.
MARKET
SHARE
.. 11
2.
MIND
SHARE
.
.. 11 3. HEART SHARE
.
12
4.
SALES
REVENUE
AND
SOCIAL
RESPONSIBILITY
... 16

Acknowledgment

The preparation of this report is a sound example of teamwork. The experience is a valuable one
because not only did the report increase our understanding and knowledge on the assigned topic,
i.e. SUNSILK & Its Branding Strategies. It also taught us important lessons of how to
incorporate out theoretical knowledge to enhance the understanding of practical implications. In
addition, it also gave us a thorough opportunity to learn from others; despite conflicting ideas,
the teams managed to join efforts and reach unanimous decisions at the end. It re-defined our
skills of working with others to reach a final goal, and improved our communication as well as
tolerance levels. However, this would not have been possible had we not been given the
opportunity to present this report. Therefore, we would like to express the deepest appreciation to
our course instructor, Ms. Tina Umnia Hossain, Assit. Professor, who has been a continuous
source of guidance throughout the report and has always been there to answer our quarries.

Executive summary

The summery describes the history, mission, vision, purpose, and Sunsilks total brand and how
company manages these brands for segmentation, targeting, and positioning. This report tells us
that how company selects their segmentation, targeting and positioning strategy for a specific
product Sunsilk shampoo. This report tells that what are the pricing, promotion, and packaging
strategy of Sunsilk shampoo. It also mentions that what are the version of Sunsilk shampoo
launch into the market according to consumer need and evaluation.

What competitive strategies Sunsilk follows is also included in this report. Marketing programs
and promotional activities are clearly and briefly covered in this report. Another vital element
such as: market leader, market challenger and market follower are identified clearly. Mind share,
market share and heart share are also included here, which helps to understand about consumer
perception about the product.

Finally, in the end recommendations are given that what strategy should Sunsilk follow to meet
the strategies and market share of their competitors.

Introduction:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk
is Unilevers leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's
billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in
69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the
world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the
Middle East and is the number one hair care brand in Brazil, Argentina, Bolivia, Sri Lanka and
Thailand.

Key facts

Number 1 in Asia, Latin America and the Middle East Sales of more than 1 billion a year.
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.

Objective:
To know about the Sunsilk. To know about the difficulties faced by the Sunsilk. To
know about the growth strategies used by Sunsilk. To about the various promotional strategies
of Sunsilk. To know about the 4 Ps of Sunsilk.

Methodology

In order to reach in our destination or complete the report with proper and relevant information
we collected data from several sources. We collected data from both primary and secondary
section. In primary section we prepared a questionnaires relating with different topics and
making a general perception how people think about Sunsilk . In secondary section, we collected
information from internet, promotional materials, and articles.

Background of the Company

Unilever is a multi-national corporation, formed of Anglo-Dutch parentage that owns many of

the world's consumer product brands in foods, beverages, cleaning agents and personal care
products. It was created in 1930 by the merger of British soap maker Lever Brothers and Dutch
margarine producer Margarine Unie. In the 1930s the business of Unilever grew and new
ventures were launched in Latin America. Since then Unilever has made tremendous growth,
going through economic crises like the First World War and the Great Depression. Today the
company is fully multinational with operating companies in over 100 countries, employing about
179000 employees. With the onset of the 21st century, Unilever implemented a strategy known
as Path to Growth to transform business and to launch their Vitality mission. With 400 brands
spanning 14 categories of home, personal care and foods products, no other company touches so
many people's lives in so many different ways. 150 million times a day, someone somewhere
chooses a Unilever product. From feeding ones family to keeping ones home clean and fresh,
Unilever brands are part of everyday life. Unilevers mission is to add Vitality to life. It meets
every day needs for nutrition; hygiene and personal care with brands that help people look good,
feel good and get more out of life.

History of Sunsilk Shampoo

Launched in 1954, in the UK, Sunsilk had quickly become Unilevers leading international
shampoo brand. By 1959, it was available in eighteen countries worldwide. In the 1980s,
Pakistan had a largely under-developed market in terms of personal care products. The launch of
Sunsilk in 1983 introduced FMCG industry in Pakistan to redefine the lives of its people. Sunsilk
introduced in 1989 with three variants related to hair type endorsement of a hair stylist was the
first step in building the image of brand as health care expert. With the competition of local and
multinational companies due to rationalize of excise duties, Sunsilk has not been able to take
market share. To strengthen the brand UPL decided to prelaunch Sunsilk premium range
consisting of four variants in January 2000. Due to need of shampoo for oily hair and dandruff
unilever launch a new variant of Sunsilk having citrus extracts.

The range consists of Sunsilk:

Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs wholesome
nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk has nutrients that
deeply penetrate each hair strand, to nourish it leaving hair strong and beautiful.

Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black shine. New Sunsilk
with Melanin extracted from plants serves this purpose very effectively. It helps in the growth
and retention of the black color of hair, giving it a rich black shine. Green Sunsilk with
Fruitamins Vitamins from fruit Extracts: Thin and limp hair needs extra body and volume. New
Sunsilk with Fruitamins has natural extracts from fruit that contains Vitamins. These vitamins
help in giving extra body, shine and amazing manageability to the thinning and lifeless hair.

Pink Sunsilk with yoghurt proteins: Dry hair needs wholesome conditioning, extra shine and
style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its especial ingredients
moisturize each hair right to its tips leaving it shiny and beautiful. Orange Sunsilk with active
nutrients from Citrus Extracts: The advanced formula of orange Sunsilk is the result of the latest
research. This shampoo is especially designed for oily hair type that looks flat and greasy due to
the excess of moisture. New Sunsilk with active ingredients from citrus extracts cleans the
excess oil off hair while its nutrients deeply penetrate each hair strand to nourish it.

Point of parity (POP)

Points of parity are associations that are not necessarily unique to the brand but may in fact be
shared with other brands. For an offering to achieve a point of parity on a particular attribute or
benefit, a sufficient number of customers must believe the brand is good enough on that
dimension. Like others SUNSILK consists of such POPs:

Dream soft & Smooth Stunning Black Shine Lusciously Thick & Long Anti-Dandruff Solution
Hair Fall Solution

Point of Difference (POD):

Points of difference are attributes or benefits consumers strongly associate with a brand,
positively evaluate, and believe they could not find to the same extent with a competitive brand.
With point of difference, the brand must demonstrate clear superiority. For instance: Apple
(design), Volvo (safety), Energizer is the largest lasting battery.

We found that PODs for Sunsilk is Co-creation formula created by exprts. 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 "expertwith the relevant specialist hair knowledge. For example, Dr
Francesca Fusco, a New York dermatologist, co-created a hairfall variant for the brand. The
lineup also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy
Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction, Ouidad for Defined
Curls and Yuko Yamashita (known for Japanese hair straightening) for Perfect Straight.

Branding strategy:
The branding strategy for a firm reflects the number and nature of common and distinctive brand
elements applied to the different product sold by the firm. Branding strategy involves deciding
the nature of new and existing brand elements to be applied to new and existing products.

Branding Decisions: Branding strategy is one of the most vital decisions taking by

marketers. It is a strategy, which brings lots of positive feedback for a firm. The first branding
decision is whether to develop a brand name for a product. Today, branding is such a force that
hardly anything goes unbranded.

Unilever follow individual name for setting brand name for their different products, such as
Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Unilever get a major
advantage of an individual name strategies that the company does not tie its reputation to the
products. So, if any brand fails or appears to have low quality, the companies name or image is
not hurt.
Brand Elements: Brand elements can play a number of brand building roles. Band

elements are those trademarkable devices that identify and differentiate the brand. Most

strong brands employ multiple brand elements. Marketers choose brand elements to build as
much brand equity as possible. Brand elements such as: memorable, meaningful, likable,
adaptable and protect able. We describe those elements in short as follows:

Memorable: every consumers mind catches the brand name. Their marketing

programs set the brand name in consumers mind. Their short brand name such as: Dove, ponds,
Sunsilk etc are easily memorable.
Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer

thinks about Sunsilk as a product which solve their problem relating with hair.
Likable: From our research we found that most of the people like the brand

verbally and visually.

Protectable: The brand name is legally and competitively protectable. The

brand retain their trade mark rights and not generic.

Adaptable: another fact which we saw in Sunsilk. Different pack size and

new formulas are easily accepted by the consumers.

Target market of Sunsilk:

The main target market of Sunsilk is females between the ages group 16-40 belonging to the
lower and middle income classes. But in their promotional activities, they cover the whole
market irrespective of these classes. Sunsilk target its market on the basis of consumer buying
behavior, income level, and purchasing power of people. For which quantity of the product can
be changed according to the income and purchasing power of the consumers as in case of Sunsilk
120ml and 5ml packs are also available to target low income groups.

Identifying competitors

Pure competition: Sunsilk exists in the pure competition.

VS

Analyzing competitors: 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.

Classes of competitors: 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. Competitor review: The major competitor of Sunsilk in rural areas is BIO
AMLA and in urban areas Sunsilk mainly cutthroat of Head & Shoulder. The main advantage of
BIO Amla is herbal composition, low prices, which attract rural market but in term of quality
they are far behind Sunsilk shampoo. In urban areas Sunsilk acting market challenge with Head
& Shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has
captured

a large market share due to its intense promotional activities. Generally, Cute work as a market
follower as it doesnt go for any innovative action.

Market share: Sunsilk as a market competitor, they are steadily gaining market share. At present
market situation, they capture 34% of total market share.

Figure: Market Share Mind Share: 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.

Figure: Mind Share

Heart Share: Due to reach product and marketing attributes & features Sunsilks mind share in
total competitive market is higher than any other brand. Consumer would like to choose Sunsilk
as their first choice.

Figure: Heart Share

Competitive Strategies for Sunsilk

Defining the strategic objective: The 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.

Expanding the total market: Sunsilk is very sensitive to increase its market. Its sometime very
challenging for a firm to expand its total market. Sunsilk basically wishes to increase new
customer and more usage.

New customers: Sunsilk trying to attract buyers who are unaware of the product or who are
resisting it because lack of such features. Sunsilk using market penetration strategy, new market
segment strategy and geographical expansion strategy for searching new consumers. Very
attractive advertising and other propositional activities perform a vital role in this case. More
usage: Sunsilk recently increase the amount, level and frequency of consumption. It also
improves packaging and redesigns the product. It offers larger package sizes and makes the
product more available. They emphasize more on marketing program, which inform the
consumer about the brand and it frequently develops the product which also spurs new uses.
Choosing General Strategy: 1. Flank Attack: Sunsilk can follow segmental strategy. In market
Head & shoulders targeting mainly high and middle class people but big portion in lower class
consumer could not adopt their product. So, Sunslik targeting the lower class, who have lower
income and launch new product at a lower price. 2. Frontal Attack: Sunsilk can launch new
shampoo combining conditioner, antidandruff, and shinning in a one product as follow as Head
& Shoulders. 3. Bypass Attack: Sunsilk can introduce anti-dandruff shampoo and provide an
extra conditioner in a package.

Communication Tools of Sunsilk

There a number of ways to advertise both local and global brands in the market. Some of the
very common means through which advertisement is done include: Electronics Media:
Electronic Media has been the major factor in determining the global success of Sunsilk. In
todays world where an average middle class individual has access to 30 to 40 channels through
the cable minimum, he has the ability to view different types of advertisement just flipping the
channels. Thus the consumer of today is so well posted on the fact that whenever a new product
is launched, is it in the United Kingdom or in the United States, a consumer living in Asia would
be well aware of the features of the products and he would know who the company is targeting.
Print Media: Print Media advertisement is one of the common ways of advertising. The print
media including the magazines, newspapers and brochures are relied upon a lot. In print media,
the importance of placing the advertisement plays an imperative part in increasing the sales of
the product. Billboards: Billboards have become one of the most influencing ways to advertise in
our world. Everyone can see a whole advertisement like you watch on your own televisions or
the type of moving and animated type of advertisements that you can see on the billboards
happen to be very much in fashion. Sunsilk also has nearly all of its products on the billboards
when either its launching a new ad, coming up with price promotions or re launching any
product.

These ads seem to be appearing all the time, which is really good for the company, as they are
easily attracting the customers in every possible manner. Giving out free Samples: When the new
Sunsilk Black was introduced, what the company did was, to create awareness amongst the youth
they went to schools and colleges and distributed free samples of the products and gave out little
brochures which told the qualities that the product had and the proper method of getting a black
and shiny hair look. Advertising Alliance: AOL Time Warner and Unilever announced their
multimillion dollar advertising alliance. AOL Time Warner, the world's largest advertiser,
announced a multi-million dollar enhanced cross-platform advertising and marketing partnership
under which AOL Time Warner will bring Unilever's wide array of leading consumer product
brands to millions of consumers through innovative marketing campaigns across AOL Time
Warner's broad range of online, on-air and print media in 2002.

Recommendation

1. The Sunsilk is a global company and each country has own culture, so Sunsilk should

drive according to local preferences and needs because it is really necessary in today economic
crisis to capture huge market share. 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. Sunsilk must focus on social responsibility, to maintain image among customers,
mainly advertisement covers huge expenses of Sunsilk, but we recommend them to cut their
advertisement expenditures, in the economic crisis and should more focus on social
responsibility. To ensure social responsibility and highlighting benefits they provide Sunsilk can
raise their revenue.

Figure: Sales revenue and social responsibility

2. People are familiar with Sunsilk, however they are not interested in whether it is a unilever
product or not. Through 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 and
people purchase its product due to its brand name and not just the product name.

Conclusion

Sunsilk has huge potential of rural market 72% 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- 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. They introduced a smaller 100mi pack of Sunsilk in order to
capture lower income segment. Sunsilk enter into web marketing. They should increase
frequencies of advertising by electronic and print media. They should introduce 2 in 1 shampoo
plus conditioner which demand huge potential market. Finally, taking every thing 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.

Annexure

www.unilever.com www.unilever.com.pk
www.google.com www.wikipedia.com www.ac.com

www.millwardbrown.com

Unilever financial statement 2007-08

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