PRESENTATION ON DIFFERENT TOOLS OF MARKETING USED BY
Hair Care Category in India
There are 5 main products
Shampoo / Conditioners
Hair Dyes / colors
Cosmetic, Herbal, Anti- Dandruff
Hair Care Facts
The frequency of shampoo usage is very low. Most consumers use shampoo only once or twice in a week.
Some customers use shampoo only to address a specific problem such as dandruff or when they need to condition their hair.
Use of conditioners is not common. It is restricted to the super premium segment or those who are very involved with their hair care.
Some consumers use natural conditioning agents such as henna, Curd and many more.
About 15 % of consumers use soaps as well as shampoo for cleaning their hair.
Known for hair care
product for women.
Launched in 1954 in u.k.
Sunsilk products are available
in over 50 countries across the
Sunsilk wants to be seen as the
brand that knows how the
woman feel, what they need
and how to talk to them.
It sees things the same way
1952: Launch for the first time in Indonesia market (in the glass bottle)
1970: Sunsilk was relaunched using the International design bottle and at the same time the second variant "lemon" was introduced1975: Sunsilk black – the first black shampoo in the market was introduced which later on become the back bone variant of the brand
1995: Double ingredient approach (i.e Coconut Milk & Rose variant) was introduced in the market.
1999: Range relaunch using Fruitamin as the new nature-science technology approach (Project Apollo)
2001: Range relaunch using the nutrient complex as the new technology approach (Project Voyager)
2003: Range relaunch using the new bottle shape (Project Mercury)
2006: Range relaunch with the new look of the surface design (Project Aurous).
Idea behind the sunsilk…….
To correct the popular misconception regarding hair wash mentallity.
It was the 1 st brand to introduce a curl control shampoo.
1 st Anti- dandruff shampoo in india.
First 2-in-1 with an inbuilt conditioner and black shine shampoo for long hair.
( with plant extracts)
Natural ingredients such as curd
,amla, heena, lemon,watermelon
extracts , helps to restore natural
Anti-dandruff : Shampoo
Sunsilk Black Shine : Shampoo & Leave-on
Sunsilk Clean & Fresh : Shampoo
Sunsilk Hair Fall Solution : Shampoo, Conditioner, Treatment
Sunsilk was 1 st brand in india to introduce a conditioner in the market
Sold through salon channels.
SUNSILK Make Over Program by famous Hair Stylist Mr. HABIB.
SCOB (Sunsilk Circle of Beauty ) SCOB is the activation umbrella of Sunsilk which will be carried over through out the years.
The first SCOB
activation is Sunsilk Beauty
Camp in Bali (2005) where
100 of girls are gathered
together to join the camp.
SPONSORSHIP & SOCIAL AWARENESS
Sunsilk Miss India south
Sunsilk Femina Miss India
“ 100 Becomes 2 Walk ” involving 2,000 girls
from several senior high schools in Jakarta on
Sunday Feb 15.
Earlier it focus on black and beautiful hair with every wash.
Then highlights the soft and strong look of indian girl
And now emphasied on thicker, Stronger and softer look.
Campaign by priyanka chopra for indian market.
mainly stress on
“ WEAR UR HAIR”
Now comes with new concept of
3 iconic women –
Life Can't Wait The campaign aims to inspire women all over the world to live their lives to the fullest.
LIFE CAN’T WAIT
Aims to inspire women all over the globe to live their lives to the fullest.
To launch Sunsilk’s campaign the brand unveiled their Life Can't Wait advertisement during the Super Bowl XLII on February 3 ,2008.
The founding idea behind the Campaign that hair can dramatically alter a girl’s mood and actions.
Sunsilk as a brand recognises& respects the fact that every woman has unique hair needs & problems.
The idea behind the launching of “ gang of girls ” is to showcase the indian woman in a picture of woman of today.
As the main target segment is stresses on the young girls or teenagers, who are well informed of the use of website ,free to make friends , can share their views and most importantly take the views of expert.
The sunsilk demonstrates a percetive and sympathetic understanding of women , regarding how she feels when she faced her damaged hair.
As priyanka chopra is a miss world,known for a youth icon helps to establish sunsilk as a indian young girls brand.
Now she is coming with a new concept of using sunsilk shampoos and conditioner and make ur hair long and strong so you can wear your hair.
Among youngster still priyanka chopra known for youngsters fashion icon , so they like to follow her style.
Wear your hair is a creative concept indirectly it tells u to how to handle the unfortunate or embarassing situation smartly .
Life can’t wait
Core to the success of the brand has been its ability to relate to the cotemporary indian woman as a beauty & hair care expert.
Sunsilk is targeting young women across the world, giving them the opportunity to share with each other their own life stories fitting the Life Can’t Wait theme – of how they have thrown caution to the wind and taken a chance which resulted in a life changing experience .
The US were first to launch Life Can't Wait, and have hosted an event where girls with great hair shared their life can't wait stories. Girls from the USA voted for their winner, a DJ from California named Tatiana.
All these promotional tools are correlated with each other as they all emphasis on brand building of sunsilk shampoo as woman concerned product .
In other words, sunsilk advertisement give a choice to viewers to log on their website and share their problems as well as point of view. This give rise to young girls to understand the product quality.
At the same time sponsorship for femina miss india or miss india south gives an idea of brand awareness globally as well as programmes organised for social cause helps sunsilk to show that they actually do what they promised to do so.