Sunsilk Shampoo Report

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S NO

Topic

Page No.

1.

Executive Summary

04

2.

Introduction & History

05

3.

Mission and Objectives

4.

Market Situational Analysis

5.

Launching and Marketing Strategy

11

6.

Marketing Mix

14

7.

Branding

15

8.
9.
10.

Promotion
IMC

19
20
21-28

11.

Public Relation and Campaigns

Advertising Strategy

12.

Electronic Media

30

13.

Below the line Marketing

31-33

14.

SWOT Analysis

34

15.

Conclusion

35

16.

Sources

37

29

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Executive Summary
Sunsilk is a brand that provides the hair care facilities. It is a brand of Unilever. It targets the
segment on women of 16 to 40 years of age having middle or upper income class. Sunsilk brand
is sold in more than 69 countries world-wide. Sunsilk was introduced in Pakistan in 1989. Its
main competitors in the market are Pantene and in rural areas Bio-Amla.
The introduction of shampoo in Pakistan dates back to the British reign in the country. Being are
cent progress the growth of shampoo or rather the penetration levels of shampoo in the Pakistan
has been commendable. The shampoo market in Pakistan is estimated to be Rs 2,5003,000 crore. The shampoo market in Pakistan is categorized according to the benefits they
provide. Mostly consisting of three kinds of shampoos cosmetic, herbal and anti-dandruff, the
shampoo market in Pakistan has managed to tap users of the various segments according to their
requirements and preferences.
Due to the continuous efforts of the top shampoo brands in Pakistan penetration of shampoos in
urban areas is almost 100%. As far as penetration of shampoo in the rural areas is concerned it
has risen by almost 18% in the current scenario. The top shampoo brands in Pakistan include
Sunsilk, Clinic Plus, Dove and Pantene. The company that leads the shampoo market in Pakistan
is Unilever Pakistan Limited. The top three most sought after brands Sunsilk, Dove and Clinic
are produced by ULP. The company holds a 44% market share in the Pakistan shampoo industry.
It is said that ULP earns almost 8% of its revenue from the sale of these products. The other
recent brand that has taken the Pakistani personal care industry by storm is Pantene. Since its
very inception the brand was a best seller. A product of FMCG giants Proctor and Gamble
Pantene has slowly and steadily managed to capture quite a large amount of the Pakistani market.
Proctor and Gamble the second top shampoo brand in Pakistan holds a market share of around
25% in the Pakistani shampoo industry.

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Unilever Pakistan SUNSILK

Lever brothers Pakistan limited
LBPL, 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. LBPL moved into the Personal care product
business in 1981. It has gained a major market share due to the introduction of quality brands
Sunsilk, Lifebuoy, Lux and Fair & Lovely. LBPL is committed to investment and modern
production facilities thereby contributing to economic growth and employment opportunities.

Sunsilk
Sunsilk is one of the worlds biggest, well known and well -loved hair care brands. Sunsilk is
Unilevers leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's billion
dollar brands". New Sunsilk is fresh and engages the consumer through its life cant wait
campaign which is the next chapter of the brand and is the first global campaign for Sunsilk in its
History. 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.
HISTORY
Sunsilk is a hair care brand, mostly aimed towards women. Sunsilk launched in the Great Britain
throughout 1954, and through 1959 it had been for sale in 18 diverse nations around the world
worldwide. It truly is that is generated by the actual Unilever Company. Right now, this is
considered the globe's primary organization and brand throughout hair fitness and the minute
major throughout hair shampoo. Sunsilk will be Unilevers primary hair care brand, and ranks as
one of the Billion Dollar Brands". That is among the worlds most significant popular and
properly beloved hair attention model. It absolutely was introduced throughout 1989 throughout
Pakistan having 3 variant related kinds of shampoo or conditioner. Endorsement of a hair stylist
was step one throughout creating the actual picture from the brand as being a hair care expert.
With the rivalry from community and international businesses on account of justification
connected with excise obligations, Sunsilk has not been competent to acquire the required write
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about available in the market. To help improve the actual brand, LBPL made a decision to relaunch Sunsilk that has a quality assortment consisting of four versions throughout Jan 2000.
Throughout 2001, due to continuous analysis of these related hair care institutes, the importance
of a hair shampoo for oily hair was seen and so they released a whole new variant connected
with Sunsilk getting citrus fruit ingredients. Sunsilk comes throughout over 80 nations around
the world throughout the world assisting numerous women remedy their very own hair care
that has a distinctive and innovative choice of shampoos, conditioners, and therapy and
conditioning items.
1954 Sunsilk first launched in the UK.
1955 First advertisement of Sunsilk appeared on TV.
1964 Launch of Sunsilk hair spray.
1968 Sunsilk shampoo re-packaged in PVC bottles.
1971 Launch of Sunsilk conditioner.
1975 Sunsilk became the biggest name in hair care.
2003 Sunsilk glossy magazine launched in Argentina.
2008 Social networking site Gang of Girls was introduced in India.
2009 Co-creation expert formula used
2010-2013--- PFDC Fashion Week

Corporate Mission and Objectives

Mission:
The new Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high
quality, assessment of the concept in term of its acceptability, credibility and perceived benefits
that it offers a healthy choice shampoo alternative to the targeted customer. The name of the
product shall be anchored around the motto:
Softness Shine and Manageability of Hairs
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The mission statement of Sunsilk offers the clear guide the product market of the firm by
providing the information about the product features and also saying that it fulfill the need of the
customer and provide the high quality.

Objectives:
Neither our on nor our major competitors objectives are simple or clear. There are many choice
between short term and long-term profit, between growth and cash flow, between growth and
assets and growth in earning, between proportion of earning paid to shareholder as dividends or
reinvested.
It is reasonable to assume that these different objectives of different competitors predetermine
some of their strategies and tactical behavior.
1. Assess the concept of product acceptability, credibility and perceived benefits.
2. Examine consumers assessment of the product,in terms of product performance and
related benefits.
3. Explore consumers reaction towards packaging
4. Understanding consumers perception of quality advertisement in term of its impact
Sunsilk is one of the big names in playing the market. No one of the single firm cam attain the
name if they dont have a proper planning, objective and purposes. The objectives are set
according to the time frame as it is mentioned earlier.

Review Corporate Progress

Balanced growth in volumes ahead of Sunsilk markets reflected continuing strong performances
in Pakistan. Progress of sunsilks different product is reviewed after each month on the basis of
their strength and limitation analysis. The reports are also generated after each month, quarterly,
semiannually and annual basis. Different consideration are provide like impact of sale, consumer
confidence, financial costs, taxes, earning per share, restructuring and disposals, acquisitions and
cautionary statement are provided in reviewing process.

Market Situation Analysis

Situation Analysis:
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In situation analysis of sunsilk we will see the 3 Cs.

Company
Competitors
Customers

Company:
Sunsilk is the brand of Unilever Pakistan. While looking at the company we see that Unilever has
different areas to work like accounting, finance, marketing and production. In production
Unilever produces food, home and personal care products. Unilever not only provide the
products but also provides the information regarding health and nutrition.
The main focus of Unilever is the one that is Customer Satisfaction. In Unilever suppliers are
considered as the partners of the organization so there is a mutual relationship between suppliers
and the company that is beneficial for both. Unilever is ruling world market with share of 70%.
Competitors Analysis:
The main competitors of the sunsilk brad are the P&G product Pantene and head and shoulders.
But other competitors are Bio Amla in rural areas only. In urban area where Sunsilk face
competition with Pantene, Sunsilk is challenger in the market because p&g product captured a
lot of market due to a great deal of advertisements. While on the other hand in rural areas Bio
Amla is just competing with that it is less costly but still Bio Amla quality is far away from
Sunsilk.

Competitive Environment and Market Analysis

While we see the competitive environment and the market we found two types of competitors.
1. Direct Competitors
2. Indirect Competitors

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Direct competitors are those who are competing in term of product category these include
Pentene, Head and Shoulders etc. The direct competition is having a part of 75 % in over all
competitive environments.
Indirect competitors are those competitors that share a small number of competition. These are
basically the substitutes of the product. These include soaps and non branded shampoos. The
share of indirect competition in the market is 25%.

Core Competitor of Sunsilk:

Pentene:
Pentene is product of Proctor and Gamble Pakistan Ltd the main competing company of Unilever
Pakistan Ltd. According to a surveys of retail stores sale of pentene is more than 75% then
Sunsilk.

Competitive strategy and advantages

Definition of strategic objective:
The sunsilk shampoo aims at fulfilling the needs of its target market by offering high quality
assessment of the concept in terms of its acceptability, credibility and perceived benefits that is
prefers a healthy choice shampoo alternative to the targeted consumer. The theme of the product
shall be anchored around the motto.

Expending the total market:

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

New customers:

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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 consumer. 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 is 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.
Customers Analysis:
Sunsilk has different product categories that include Sunsilk Hair Fall Solution Shampoo,
Sunsilk Dream Soft and Smooth Shampoo, Sunsilk Lusciously Thick & Long Shampoo, Sunsilk
Stunning Black Shine Shampoo, Sunsilk Damaged Hair Reconstruction Shampoo and Sunsilk
Anti-Dandruff Solution Shampoo. In Pakistan and Asian countries Sunsilk Black Shine Shampoo
demand is more than the demand of other categories. Pool of customers preferences is as under.

Launching & Marketing Strategy:

Sunsilk marketing strategy basically revolved around the well-known four Ps of the marketing
also known as the marketing mix. These are innovations in products, reasonable price, the area
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where to target the market and selecting the mode of promotion. The success of the organization
highly depended on the promotion that directed for the interest of the customer. By recognizing
what factors to improve, the marketers, entrepreneurs and owners may have different strategies
to improve their promotional or marketing strategy performances for the success of the
organization in the future
The main focus of any organization is to earn the profit but with specialized marketing activities
this would seem to be a dream. Sunsilk shampoo corporate planning is specified in term of
marketing. A lot of campaigns sunsilk did in order to maintain its share in the market. At the very
start it was focusing on the different countries and was focusing to address the hair issues. But
due to low level of advertisement its market was declining.
Then sunsilk started a new campaign in which they tried to focus the youngsters and the target
audience was also defined as single, fashion-conscious, working women who economized when
looking good. After that different campaigns like life cant wait, Gang of girls etc.
Ms Sadaf Javed is the brand manager of sunsilk. She is responsible of all the marketing activities
of sunsilk in Pakistan. Under her marketing recommendation sunsilk is touching the height of the
market. There are a lot of changes occurring in the market. The first thing is the increasing the
number of different products that are substitute to the sunsilk shampoo. As the time passes the
customer want variety in one product. In response to the customer requirements sunsilk lounged
different conditioners.
A common rule in the advertising world is that, to be successful, an advertisement must capture
its target audiences attention immediately. A potential buyer must be able to view a better and
more refined version of reality and also be able to relate to the circumstances portrayed in the
advertisement. For this reason, advertising agencies use new and creative methods to promote
their products in previously untapped markets, ranging from mens beauty products to products
for women who don head scarves.

Recently, Pakistani firms have started catering to the more conservative segments of society. The
first product implying this evolving market trend is Sun silks shampoo for covered hair.
Though such products have existed in other Muslim countries such as Malaysia, Indonesia and
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Egypt (introduced as Safe Hair-shampoo designed for veiled women), the Pakistani market is
comparatively new but highly accepting of this new trend, according to Fareshteh Aslam Brands
and External Communications Manager Unilever Pakistan.
Sunsilk launched its Lively Clean and Fresh shampoo for covered hair in Pakistan around two
months ago and according to Aslam, the product has been highly successful. The launch of this
shampoo in Ramazan proved fruitful for the brands image as well as the product, but Aslam
explains that it was being planned for many months. We listen to the consumer, look at the
market pattern and then see how we can cater to the demands through our resources. Aslam
states that this shampoo had been in the global Sunsilk market for a quite some time and was in
high demand in countries such as Indonesia. Therefore, the team thought that it was high time
that Pakistani women, who cover their head, also get a fair chance to have lively and fresh hair.
The team that planned out the whole campaign had to be mindful of Pakistani society. Besides
thinking extensively about how to advertise the shampoo, they also had to keep in mind the basic
ground rule for advertising, which is to respect the lifestyle of each market.

Hierarchy in Unilever Pakistan is as under

The hierarchy in functional departmentalization is as under.

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In unilever Pakistan there is a decentralized structure. There is a narrow span of control and a
strong communication between different departments. There is a flexible environment in
organization.

Distinctive qualities
SUNSILK Color Shampoo is not only a hair color shampoo but a dandruff removing
shampoo also.
SUNSILK Color Shampoo is suitable for all types of hairs.
SUNSILK Color Shampoo is delivering Consumer Promise

Slogan:
Slogan is tags line that company use to make its customer easy to remember its product.
Official SUNSILK Slogan

Because Life Cant Wait

Color Shampoo Slogan

Live in Colors

SUNSILK Colour Shampoo Marketing Objectives:

Establish a strong brand image and consumer loyalty.
The must be and easiest available sunsilk product to the target consumer
Awareness about the uncommon the product
Reduce the cost

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 Maintain positive strong growth in starting year

Marketing Mix:
Product

Dream Soft and Smooth

Stunning Black Shine
Anti Dandruff Solution
Hair Fall Solution
Lusciously Thick and Long

The main target market of sunsilk is females between the age of 16 to 40 years belonging to
lower and middle income groups but promotional activities cover the whole classes. Sunsilk exist
in pure competition. The major competitor of sunsilk in rural areas is BIO AMALA and in urban
areas is Head & shoulder. The Bio Amla shampoo is offer in low price so attract the rural areas
customers. 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 capture.

Point of parity:
For an offering to achieve a point of parity on a particular attribute or benefit, sufficient number
of customers must believe the brand is good enough on the dimension like other Sunsilk consist
of such POPs are

Dream soft and smooth

Stunning black shine
Lusciously thick & long
Anti-dandruff solution
Hair fall solution

Dream soft and smooth:

Turn rough dry hair to soft smooth hair from the first wash with almond oil energizers.
Stunning black shine:
Enriched with Amla pearl energizers, its give deeper shiner from the first wash.

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Lusciously thick and long:

Makes hair looks thicker and long with nourishing yoghurt protein energizers.
Anti-dandruff shampoo:
Give total free hairs from dandruff.
Hair fall solution:
Ginseng & soya energies boost hair strength to visibly reduce hair fall due to breakages.

Point of difference:
The point of difference, the brand must demonstrate clear superiority. Sunsilk PODs is Co
Creation. They came with this idea to grab the market and to be superior in the market. Sunsilk
started working with a number of professional experts to develop new and improved products.
Sunsilk teamed up seven global hair experts bring the worlds first co created product range for
all specific hair types hailing from fashion hubs the world New York, London, Paris, Tokyo, Los
Angles.

Branding
Branding strategy firm:
The branding strategy for a firm reproduce the number and nature of common and different
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 products.
Brand decisions:
Brand strategy is one of the important decision making by marketers. Its a strategy which brings
much positive feedback for a firm. The first decision is whether to develop a brand name for a
product .now today branding issue a force that hardly anything goes unbranded , unilever follow
individual name for setting brand name for their different products .like sunsilk shampoo ,
ponds, fair &lovely . Unilever get a major advantage of an individual name strategies that a
company does not tie its reputation to the products .if any brand fails or appears have to low
quality the company names or images are not effect and hurt.
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Brand elements:
Brand elements can play role a number of brand buildings .brand elements are those trade mark
able devices that identify and different the brand .most strong brands employ multiple brand
elements.
Market choose brand elements to build as much brand quality as possible .brand element such as
possible memorable, meaningful ,likeable ,adaptable and protectable .we describe those element
in short there are following

Memorable: Every consumer mind catch the brand names .the marketing program
set the brand name in consumer mind .the short brand name such as dove ,pond,
sunsilk are very easily memorable.
Meaning-full: The meaning must clear about the product. Consumers think this
product sothe problem of hair or related with its problems.
Likeable: Through research we find many people who like the brad verbally and
visually
Protectable: The brand name is must legally an competitively protectable.The brand
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retain the trade mark rights

Adaptable: very different pack size and new formulas are easily accepted by
consumer. The brand name and product easily acceptable in the market . avoid the
wrong or inferior name.

Price:
Unilever claims to practice value based pricing in which customer perception of the product
price provides a starting point for the developing of product mix of the product. The sunsilk
sachets price is 5 rupees shows how the price also reflect the convenient for consumer.
HUL claims to practice value based pricing in which the customer perception of the product
price provides a starting point for developing the marketing mix of the product. This price is
using the focus groups. Sunsilk is also available in Rs. 100 & Rs. 200 bottle to cater to the
demands keeping in mind the wants of this particular segment. When initial price is determined,
HUL then uses target costing in order to achieve the required profit.

Place:
Sunsilk target both urban and rural areas. Unilever introduce a smaller (100ml) for lower income
groups and rural areas. Their distribution objective is to reach in many towns and villages as they
can. Unliver in Pakistan uses a 150 distributors whose function is sell to wholesalers directly.
There are different distributors for different areas. They carefully selected and evaluated on daily
basis. Sunsilk has a very good distribution network all over the world. They have struggled hard
to adopt such channels that guarantee the perfect results regarding the placement of the product.

Distribution
Market coverage Strategy:
For SUNSILK Color shampoo inclusive market coverage strategy is adopted. Every retail
store, super store and beauty salon is member of distribution network.
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Distribution objective
To reach as many towns and villages as we can.
Unilever has 150distribution whose function is to sell wholesaler directly .they are clearly

performance is constantly evaluated.

The distribution must be known following things.
Know about the significance characteristics of the product.
Place the product along with its major competitors like P&G.
Display the sachets distinctly.
And give the incentive to the distributors.

Variables for segmenting consumer market

1. Geo graphics segmentation;
Nation,states,regions,cities,largestdisplay store in Dhaka,medium in Chittagong,small in
rajshahi
2. Demographic segmentation;
Age, gender, family-size and family life cycle, income, occupation, education and
religion, race, generation and nationality.
Mostly popular and widely used bases.
3. Psychographics segmentation:
Social class, lifestyle or personality characteristics

Packaging:
The packaging design for new sunsilk range is exciting and makes the brand look modern and
contemporary. This new range has clearly identified there is a separate product for each hair type.

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PROMOTION: IMC, ATL, BTL

Build top of the line consumers awareness.

To create 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.

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 Easy to manage, silky, soft hair.

Unique shampoo for every hair type.
Effectively communicate brand promise.

Integrated Marketing Communication:

Imc involves the idea that a firms promotional efforts should be coordinated to achieve the
best combined effects of the firms efforts. Promotion involves a number of tools we use to
increase demand for the product. The most well-known component of promotion is
advertising but we can use tools such as
Public relations (the firms staff provides information to the media in the hopes of getting
coverage)
Sales promotion consumers are given either price discounts, coupons or rebates
Personal selling sales people either make cold calls on potential customers and/or respond
to inquiries
In-store displays (good displays, prominently, on more desirable display spaces, free
standing displays
Samples
Premiums
The elements that sunsilk uses are advertising, publicity and internet marketing.
Above the line marketing (ATL):
Above the line marketing mainly includes advertising, sales promotion, events and
experience, PR and publicity
Public Relations: Sunsilk has good relationships to the public and giving them quality
products. PR department of Sunsilk does different activities, different innovative campaigns
to become credible.
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Innovative campaigns such as Hairapy and Life Cant Wait were launched to attract
women to the bran Sponsored short films that were broadcast during popular television
shows.
Life Cant Wait
"Life Can't Wait" is a new fight by Sunsilk that intends to urge young females to seize open
doors and live throughout today. Sunsilk accepts that you can get the most out of life when
you trust in marketing and promoting things happen, and the brand wants to motivate young
females to live without bounds.
Our worldwide publicizing crusade "Life Can't Wait" expects to support young females
around Pakistan to get the most out of life by inspecting every symbol's persuasive story
through the viewpoint of their changing looks an alternate hair styling speaking to an
alternate magnetic part of their own verbalization toward oneself. These capable style and
magnificence symbols particularly our exceptional symbol Iman Ali encapsulate the soul of
living with enthusiasm and Sunsilk wishes Pakistani young females will seize the minute and
live their lives with the dauntless spirit and pizzazz with which each of the symbols existed
their live.
Hairapy
Hairapy is an effective campaign, introduced in USA which is about Therapy for Hair. It
provides free hair treatment to women and invest heavy amount for promotion of Sunsilk
brand. It gains trusty and loyal consumers via this campaign. Via this campaign experts give
beneficial suggestions about hair and different hair styles. It provides suitable styles which
are best and attractive for clients. Experts inform clients about how they can save and grow
their hair via using Sunsilk from heat, sweat and environment. From this campaign it earned
trust and belief in the market.
PFDC Sunsilk Fashion weeks
Also Sunsilk celebrates a fashion week in Pakistan every year. This fashion week provides a
unique platform for designers to showcase their ideas and flair to design experts the world

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over; and Sunsilk with its platform of expert Co-Creations proud to support Pakistans
Fashion Industry. First fashion week was held in 2009.

Pakistan Fashion Design Council [PFDC] & Sunsilk announce their fourth week of pret a
porter fashion scheduled for October 2011!
Indeed PFDC Sunsilk Fashion Week S/S 2012 follows the success of the first time
participation of seven designers Adnan Pardesy, HSY, Khaadi, Muse, Nickie, Nina, The
house of Kamiar Rokni and Zaheer Abbas, selected through their shows on the PFDC Sunsilk
runway.

Sunsilk collaborates with Pakistani Fashion Gurus for special collectible bottles.
With the objectives of revolutionizing the visage of mainstream fashion industry in Pakistan,
Sunsilk being the lead sponsor of PFDC Sunsilk Fashion Week aims to establish new standards
that can provide the fashion industry of Pakistan a novel and enlightened direction, begetting
further progress and innovation.
Sunsilks constant and unwavering support for the event testifies for its commitment,
determination and confidence that the brand has shown towards encouraging new and fresh
talent in the industry throughout all these years.

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However, this time the audience had something more interesting and fascinating to experience
that will make this years event worth remembering. A highlighting feature taking place at PFDC
Sunsilk Fashion Week 2013 year is the showcase of special Sunsilk collectible bottles in the
Sunsilk Lounge on the Red Carpet during the prestigious event.
Designed by the kingpins of Pakistani Fashion Industry and each of the bottles comprise diverse
specification and distinctive features which will be unveiled every day during the entire four day
event in the most opulent and lavish style. The idea of collaborating with the fashion pundits for
the special collectible bottles was brought forward by Catalyst PR & Marketing.
Sunsilk Soft & Smooth By Maria B
Day 1 of the PFDC Sunsilk Fashion Week marked the unveiling of Sunsilk Soft and Smooth
Fashion edition by none other than the undisputed queen of Pakistans fashion industry Maria
Belal, known as Maria B. A graduate of Pakistan School of Fashion Design, Maria B has rocked
the catwalks with her hip and glamorous designs, not only in Pakistan but also in Paris. Her
design for Sunsilk Fashion Edition displays her elegance and 30 years of experience in the
fashion

industry.

My bottle is bold, happy and full of shine Says Maria B.

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Sunsilk Hair Fall Solution By HSY

Day 2 of PFDC Sunsilk Fashion Week marked the unveiling of Sunsilk Hair Fall Solution
Fashion Edition by the most stylish fashion icon and King of Couture Hassan Sheheryar Yasin.
A graduate of PSFD and an affiliate of La Chambre Syndicate De La Couture Parisienne
France, HSYs design for Sunsilk Fashion Edition defined his philosophy of elegance, glamour
and style. Glamour, Movement, Shine HSY explains his design in three words.

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Sunsilk Thick & Long By Maheen Kardar Ali (Karma)

Day 3 of PFDC Sunsilk Fashion Week, Sunsilk Fashion Edition Thick & Long designed by the
brilliant Maheen Kardar Ali of Karma was unveiled. A graduate of the prestigious Pakistan
School of Fashion design, Maheens Sunsilk Fashion Edition projects her creativity, excellence
and dedication towards her work.
Together with her creativity and acute work ethics Maheen Ali has created an outstanding and
exceptional design for Sunsilk Fashion Edition, which perfectly suits the theme. My Sunsilk
bottle is inspired by the feminine. Trendy, confident and contemporary. Karma woman who
loves to stand out and shine. Says Maheen Kardar.

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Sunsilk Black Shine By Shamoon Sultan (Khaadi)

The master of hand woven fabric in Pakistan and abroad, Shamoon Sultan of Khaadi will be
unveiled his special Sunsilk Fashion Edition at the Red Carpet of PFDC Sunsilk Fashion Week
Day 4. A graduate of Indus Valley School of Arts and Architecture, Shamoons design for Sunsilk
is a dazzling mlange of yummy colors, full of happiness and textures. Rhythmic and traditional
patterns Shamoon explains his designs.

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In the mid break of PFDC Sunsilk Fashion Week, all the four kingpins of the fashion industry
were present at the red carpet for a Q/A session with the media.

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The initiative by Sunsilk in collaborating with the fashion pundits of Pakistan for their special
Fashion Edition and sponsoring the mega fashion event of the country is a groundbreaking step
that can play a pivotal role in projecting a positive and sanguine image of Pakistan on a global
platform.
PFDC in collaboration with Sunsilk was also held in April 14, 2014.

Advertising strategy:
A product particular strategy also depends on the level of competition involved in each product.
Unilever seeing the trend change so sunsilk advertising strategy designed according to functional
basis. Unilever evaluates the product present position in a market, the promotion objective wants
to achieve and the level of competition involved. Sunsilk has come up with the new promotional
campaign GOOD HAIR DAYS in six major cities in calibration with famous hair stylist of the
country.
Advertising evaluation:
Unliver also carries out on extensive evaluation process. Targeting audience rating points are
used to evaluate a product. Households are monitored in various cities to get consumers response
and feedback. Weekly figures are presented by research departments.
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Media is a source with Sunsilk promote products.

Electronics Media:
Electronic Media has been the major factor in determining the global
success of Sunsilk. In todays world where an average middle classindividual 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.

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* Internet rural campaign

* Environment concern ads
* Music videos
* Free sample distribution
* Demo campaigning
The magazines which have become a highly specialized medium that reaches specific target
audiences will effectively support our mission to target the young adult. Several magazines
such as Go Girls, Cosmo and etc will be the magazines that will be used, to attract our target
market.
Promotion of the products in the sunsilk range through movies such as Fashion, Two states
and through many bollywood movies 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.
Below the line marketing (BTL): BTL includes-personal selling, Direct marketing, Word of
mouth, etc. This is a more personalized form of communication which is very hard to do in a
liquor industry given the kind restrictions kept the governments and various regulatory
body. Word of Mouth is the only source BTL possible as this is a C2C form of
communication, which the consumer gets from a consumer or a peer. Word of mouth is the
most trusted source of information as there the company or the brand itself is not involved

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but the consumer is providing a feedback on the brand/product on the basis of the
experience.
Personal Selling: Sunsilk do personal selling by promotion and ads on internet.
Billboards:
Sunsilk is using billboards for advertising its products.Everyone can see a whole
advertisement like people watch on own televisions or the typeof moving and animated type
of advertisements that people can see results.They are easily attracting the customers in every
possible manner.

Giving out free Samples:

When Sunsilk launches the new product it provides awareness to the people by giving them
free samples of that product and brochures which told the qualities of the product. Like when
the new Sunsilk Black was introduced the company created awareness amongst the youth.

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Further strategies
Innovation and unique strategy of Unilever Company implemented by sunsilk in Pakistan
lunched the gang of girls website
pushed on line and via TV and print
Lots of media mention as it as a successful brand.
More over college festival malls and multiplexes across pk.
The registered user 100000.
Company taking the benefit of new web 2 technologies ranging from blogs to power of
social network
As far as brad is concerned plus side for sunsilk use the power of technology to position brand
successful and create following among niche users whom must have generated enough feedback
for the brand to understand demographic served
Innovative campaigns were launched to attract women to the brand
Sponsored short films that were broadcast during popular television shows
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Media platform used

Print media used
Free sample distributions
Hoardings
Sponsorships
Enhancement of product mix
New product formulation to fulfill the consumer demands

SWOT
Strengths:

Brand of a well known company of the world Unilever

Advanced technology in production
Skilled workers
Provide hair protection and other hair issues resolving
Target market is well educated and well aware of product
Higher or middle class targeted
Distribution system is very good
Strong research and development
Good communication system

Weakness:

Strong rivalry
Alternatives are available
Consumer is price conscious
Strong promotional activities from competition
Cultural appeals are not present in adds

Opportunities:

Focusing on rural area

Advertisement channels are increased ie internet and social networks
Population is increasing so great number of consumer will b available
Create market space
Different shampoos have different benefits so providing all benefits in one shampoo

Threats:
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Economic factors in Pakistan

Rumors in general public
Strong competitors
Globalization
Smuggling

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 strategiesDevelop 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 everything 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.

What company should do?

Making the company as a market leader contains different strategies. In these conditions our
responsibility is to create the mindset of the consumer. Looking the weaknesses of the competing
company and working on the basis of them by introducing and developing new innovation in
sunsilk.
As it is the general perception of the consumers that P&G products use harmful chemicals and it
may cause of hairfall and other problems with hairs. Sunsilk should work on low potency
chemicals and introduce the formulas that can save the hairs and that P&G is not producing.

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Sources:
http://www.unilever.pk/aboutus/introductiontounilever/
http://www.unilever.pk/aboutus/introductiontounilever/UPLfoofs/default.aspx
http://download-reports.blogspot.com/2009/10/report-on-strategic-management-of.html
http://www.ukessays.com/essays/business/unilever-swot-and-pestle-analysis.php
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http://www.codewit.com/Pestel_Analysis.pdf
http://www.scribd.com/doc/62676330/57150749-Sun-Silk
http://www.marketwire.com/press-release/unilever-announces-final-results-nyse-ul-1748595.htm
www.unilever.com/ourcompany/investorcentre/results/quarterlyresults/default.as
p
http://itunes.apple.com/us/app/unilever-investor-centre

app/id483403509?

mt=8&;ign-mpt=uo%3D4
http://www.rns-pdf.londonstockexchange.com/rns/1433W_1-2013-1-22.pdf
http://www.awaztoday.com/News_Evolving-advertising_3_12499_Showbiz-News.aspx

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