Sunsilk,MARKETING,CUSTOMER

1. “Softness, shine, and manageability of hairs.”
Namra mubarak

3. Introduction
•Sunsilk is a hair care brand, primarily aimed at women,
•Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-
Dutch conglomerate's “billion dollar brands".
•Sunsilk shampoos and conditioners and other hair care products are sold in 80
countries worldwide.

4. 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

5. Market Share
20%
17%
13%
18%
8%
24%
Sunsilk
Head& Shoulders
Pantene
Clinic
Dove
Others

6. Mind Share
35%
20%
29%
10%
6%
Sunsilk
Pantene
H&S
Dove
Others

7. Sunsilk
Shampoo Conditioner
Shampoo &
Conditioner
Product Mix
Dry Therapy
Scalp Nutrition
Protein Conditioner
Ultra-moisturizing
Dry Hair
Long Hair
Anti Dandruff
Scalp Nutrition
Anti- Dandruff
Sunsilk Naturals
Sunsilk Black
Sunsilk Pink
Sunsilk Yellow
Sunsilk Fruitamins
Sunsilk Orange
Fresh & Cool
Curl Control

8. Point of parity
(POP)
• 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 are:
• Dream soft & Smooth
• Stunning Black Shine
• Lusciously Thick & Long
• Anti-Dandruff Solution
• Hair Fall Solution

9. Strategy of Commercial
• They have shown that shiny and long hairs were required to fulfill the
dreams of a girl
• The jingle was so memorizable and easy
• The clothes the girl was wearing were matching the brand
• They have more focused on shine in the commercial
• It targeted the pupil who want stunning shiny hairs

10. • They always mention at the end of the commercial that it is created
by there experts who really work on it
• The girl was shown so active and confident with her stunning long
and strong hairs

11. Negativity:
• The girl who wants shiny hairs she also wants that her hairs should be
healthy ,long and strong , dandruff free
• They have not chosen any celebrity like head and shoulders.

12. Point of Difference (POD)
• With point of difference, the brand must demonstrate clear
superiority.
• Sunsilk’s PODs is Co-creation. 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 "expert” with the relevant specialist
hair knowledge.
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

14. Target market of Sunsilk
• The main target market
of sunsilk is females
between the ages
group 16-40 belonging
to the middle & lower
income classes.
• Sunsilk target its market
on the basis of
consumer buying
behavior, income level,
and purchasing power
of people.

15. Positioning: A Hair Care Expert
• Sunsilk provides real solutions to women's everyday
hair needs everywhere
• Understanding what girls want & how girls feel
• Lively blondes, deeply brunettes & passionately reds.

16. Communication Tools of Sunsilk
• Electronic Media (Gang Of
Girls)
• FM
• Print Media
• Sponsorships (magazines
• Billboards
• Giving out free Samples