MARKETING MANAGEMENT

PRESENTED BY- BHASKAR BAR

PGDM 3
 Introduction
 Sunsilk is a hair care brand,primarily aimed at women.
 Firstly it was launched in 1954 in united kingdom
 It has become unilever’s leading international shampoo brand
 It is being sold in 69 countries worldwide
 It is strongest in asia,latin America and the middle East
 Number one hair care brand in India, Pakistan, Brazil, Argentina, srilanka, Indonesia,
Bangladesh and Thailand
SECTOR COMPANY PRODUCT SERVICE
 DATA INTERPRETATION
 Operating income during the year 12862 Cr
 Depreciation charges increased by 3.2% and finance costs increased by
4.1% YoY, respectively.
 The maker Sunsilk saw its market share grow 2.5 percentage points last
year to more than 61% in shampoo and about 75% in conditioners. “Our
portfolio operates across demand and benefit spaces, catering to various
age groups with a portfolio that straddles the price pyramid
 Let us discuss the top Sunsilk competitors:-

Sunsilk-37% MARKET SHARE

Pantene- 23%
Dove – 16% 10
%%
Loreal-14% 14%
37%
Others-10%
16%

Each of their shampoos has a distinct function. Pantene, Dove,

Loreal is regarded as one of the top Sunsilk competitors 23%
because to their superior products and brand value.
Sunsilk Pantene Dove Loreal others
 GROWTH
STAGE
 Upcoming years of launch in
India, sunsilk introduce a tonic
shampoo for dandruff, which was
first anti-dandruff and smoothy
shampoo in India

 Sunsilk also come out with range

of hair conditioner

 Change their Design

REVENUE OF SUNSILK- 14 MILLION$

PESTLE
 Sunsilk target for young Sunsilk positioned as hair
Age: mostly youth
aged women who likes to experts.
Gender: Female
make up their hair with iron Sunsilk encourages young
Religion: All
heated hair stylist. women in India to live for
Martial status: single or young
Those who are active today.
mother
dynamic and simple but Sunsilk helps you transform
Income: middle &upper middle
still conscious of their need the beauty of your hair
class
to be beautiful instantly because
life can’t wait
 Sunsilk should drive according to local preferences and needs.
 To ensure social responsibility and highlighting the benefits they
provide sunsilk can raise their revenue
 Improve promotional strategy
 costly marketing strategies To improve brand awareness and ensure that
consumers know that the product is from Unilever and not simply any
other company.
 Maintain image among customers ,mainly go through advertisement
covers huge expenses of sunsilk, I recommended them to cut their
advertisement expenses and should more focus on social responsibility