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Prepartion of PPT and Commercial Ad On Marketing of Commodity

Sunsilk is a hair care brand launched in 1954 in the UK and by 1959 was available in 18 countries. It focused early advertising campaigns on specific hair issues. By the 2000s, Sunsilk had attained global maturity and launched brand rejuvenation efforts like "Sunsilk Naturals". Its marketing strategies have included new packaging, prices, and promotions through celebrity endorsements and its online "Gang of Girls" community. Sunsilk's target market is females aged 16-40 from middle and lower income classes.

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514 views

Prepartion of PPT and Commercial Ad On Marketing of Commodity

Sunsilk is a hair care brand launched in 1954 in the UK and by 1959 was available in 18 countries. It focused early advertising campaigns on specific hair issues. By the 2000s, Sunsilk had attained global maturity and launched brand rejuvenation efforts like "Sunsilk Naturals". Its marketing strategies have included new packaging, prices, and promotions through celebrity endorsements and its online "Gang of Girls" community. Sunsilk's target market is females aged 16-40 from middle and lower income classes.

Uploaded by

HarrySinghKhalsa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 16

LILLY SWORDS METHODIST COLLEGE OF EDUCATION, BATALA

PREPARTION OF PPT AND COMMERCIAL AD

ON MARKETING OF COMMODITY
About SUNSILK

• Sunsilk is a hair care brand for women produced by the Unilever


group , launched in 1954 in the UK.

• The brand included a range of shampoos, conditioners, and other


styling products.

• By 1959, it had become a well known hair care brand and was
available in 18 countries worldwide
Introduction Stage
• Sunsilk was launched in the UK in 1954,and by 1959 it was available in 18 different countries
worldwide.

• Sunsilk began its publicity efforts in 1955 with an advertising campaign that focused on
specific hair "issues".

• In the UK, the campaign focused on shiny hair.

• A television commercial of Sunsilk featured a tune composed by John Barry, “The girl with the
sun in her hair”, which became so popular that it was subsequently released as a pop single.
Key facts
• Number 1 in Asia, Latin America and the Middle East

• Sales of more billion a year. than $1

• 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
Marketing Objective
• The objective was to expand their market to other cities of India and
also maximize market and shares ..
Marketing Strategies

• Change their packing, shape and colors of a bottle.

• Available in different size ( pouch & bottle) and price with different Fragrance .

• Easily available in Stores .

• Promote their product through advertisement.

• Change Logo .
Maturity Stage
• By the beginning of the new century, Sunsilk attained maturity as a global brand, with
its products being sold in 69 countries.
• To prolong the set in of the decline stage, Sunsilk went for Brand rejuvenation and
came out with “SUNSILK NATURALS”.
• From 2009, Sunsilk has started working with a number of professional hair experts to
develop new and improved products.
• From this came the tagline, “Life can’t Wait.” Hair has a deep emotional connection
with women and plays a significant role in the audience’s life.
• By acknowledging this emotional connect, Sunsilk has managed to stand apart from its
rivals.
• Sunsilk understands that different girls have different needs and hence has created 7
products that cater to a variety of them.
Cont….
• Unilever launched Sunsilkgangofgirls.com, India's first "online all-girl
community" which quickly caught the attention of the target group as
it was promoted through a 360-degree media communication blitz.
• The site was branded space to promote Sunsilk, while at the same
time it provided a social networking platform for girls.
• The site offers its users access to a variety of local and global experts
to address various hair care needs through its content, blogs and live
chat room.
• The site includes rich content of hair care and fashion, and users can
also take part in interactive games and quizzes.
Cont….
• The efforts to take the GoG website on the road
began in late 2006 when Unilever conducted a
Sunsilk Hair Bars event in Delhi which was
essentially a live version of the GoG website
where girls could spend their weekend getting
advice on hair care, mall activation programs
and participation in college youth festival events.
• Came with celebrity “Priyanka Chopra ” to
promote their product.
• Change their Logo.
Advertisement objectives
• The advertisement of a product should follow the smile approach that
is:
• S- Simple: Advertising will very simple and easily understandable for
all customers.
• M- Memorable: easily memorable
• I- Interesting with relevant information
• L- Linked to the brand: directly related with product characteristics.
• E-Emotionally involved and liked.
Target Market

•  The main target market of sunsilk is females


between the ages group 16-40 belonging to
the middle and lower income classes.

• Sunsilk target its market o the basis of


consumer buying behavior , Income level
and purchasing power of people.
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

• 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.
Positioning: A Hair Care Experts

•  Sunsilk provides real solutions to women's


everyday hair needs everywhere

• Understanding what girls want & how girls


feel

• Lively blondes, deeply brunettes &


passionately reds.
Communication Tools of Sunsilk 

• Electronic Media (Gang Of Girls)

• FM Print Media Sponsorships ('Femina Miss India' and 'India Fashion


Week‘)

• Billboards

• Giving out free Samples


Top Shampoo Brands in India

• Sunsilk

• L’Oreal Paris

• Clinic Plus

• Fiama Di Wills

• Dove Nutritive
O U
K Y
A N
TH

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