Project of Strategic Brand Management
Syed Irtaza Haider
Mudasra Amjad (21)
Malka Yasmeen (19)
Rana Umar Farooq (31)
Qasim Irshad (28)
MBA M1, 6th
Department of Management sciences
The Islamia University of Bahawalpur
2 | S t r a t e g i c B r a n d M a n a g e m e n t
Particulars Page number
1. Executive summary 4
2. Brand Audit objective and scope 5
3. Industry & Brand 6
4. History 7
5. Logo interpretation 9
6. Brand portfolio and target market 10
7. Campaigns 11
8. Class Products 12
9. Brand mantra 14
10. POPs & PODs 15
11. Brand elements 16
12. Marketing Strategies of Sunsilk 17
13. Competitive Review 18
14. Product Packaging, Pricing and promotion 20
15. Advertising Evaluation 23
16. SWOT analysis 25
17. Brand equity 26
18. Brand awareness, Positioning 26
19. Brand association 27
20. Brand Mental Map 28
21. Customer Based Brand Equity Model 29
22. Statistical Analysis 32
23. Statistical combined analysis 35
24. Recommendation 36
25. Conclusions 36
26. References 37
27. Annexure 38
3 | S t r a t e g i c B r a n d M a n a g e m e n t
Our first and foremost humble and gratitude to “ALLAH” the almighty for
giving us the valor to remain dedicated to make this survey report. This
underlying survey report is based on the analysis of different marketing
functions of lever brother Pakistan limited. Applied on “SUNSILK” In making
this survey report, we collected the whole data from real time survey
respondents and all analysis is based on the survey findings, also we took
some help from publications, internet and various international business
4 | S t r a t e g i c B r a n d M a n a g e m e n t
The summery describes the history, mission, vision, purpose, and Sunsilk’s total brand and
how company manages these brands for segmentation, targeting, and positioning. This
report tells us that how company selects their segmentation, targeting and positioning
strategy for a specific product Sunsilk shampoo. This report tells that what are the pricing,
promotion, and packaging strategy of Sunsilk shampoo. It also mentions that what is the
version of Sunsilk shampoo launch into the market according to consumer need and
What competitive strategies Sunsilk follows is also include in this report marketing programs
and promotional activities are clearly and briefly cover in this report. Anther vital elements
such as: market challenger, Market share and heart share also included here, which helps to
understand about consumer perception about the product. Finally in the end
recommendation are given that what strategy should Sunsilk follow to meet the strategies
and market share of their competitors.
5 | S t r a t e g i c B r a n d M a n a g e m e n t
Introduction Brand Audit
Brand audit is concerned with the behavioral and psychological nature of brand equity, and
it will be discussed in terms of strength of a brand’s equity and its nature. So simply it is the
examination of brand’s current position in industry compared to its competitors and the
examination of its effectiveness, brand’s strategy, positioning, market position, consumer
views, pops and pods etc.
Objective and scope of the audit
Brand perceptions often create a complex and elusive picture, but it’s crucial that you
determine how your various audiences view your brand. The brand which we have taken is
Sunsilk, the main objective of this audit is to show that where the brand is currently stand.
After the audit will be done we also come to know that whether the share of brand in
market is increasing, decreasing or stable. It will also show that what are the strengths,
weaknesses and opportunities for this brand, how much people know and like the brand. So
after audit we can come to know about the overall market position of the Brand.
To know about the Sunsilk.
To know about the difficulties faced by the Sunsilk.
To know about the growth strategies used by Sunsilk.
To about the various promotional strategies of Sunsilk.
To know about the 4 P’s of Sunsilk.
In order to reach in our destination or complete the report with proper and relevantinforma
tion we collected data from several sources. We collected data from both primary and
secondary section. In primary section we prepared a questionnaires relating with different
topics and making a general perception how people think about Sunsilk. In secondary
section, we collected information from internet, promotional materials, and articles.
6 | S t r a t e g i c B r a n d M a n a g e m e n t
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 is one of the world’s biggest, well known and well -loved hair care brands.
Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-
Dutchconglomerate's “billion dollar brands". New Sunsilk is fresh and engages the
consumer through its life can’t 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.
7 | S t r a t e g i c B r a n d M a n a g e m e n t
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 Unilever’s primary hair care
brand, and ranks as one of the “Billion Dollar Brands".
That is among the world’s 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 about available in the market. To help improve the actual brand, LBPL made a decision
to re-launch 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
8 | S t r a t e g i c B r a n d M a n a g e m e n t
The new Sunsilk shampoo aims at fulfilling the needs of its target market by offering a high
quality, assessment of the concept in terms of its acceptability, credibility and perceived
benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The
theme of the product shall be anchored around the motto:
“Softness, shine and manageability of Hair”
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.
Brand Funnel of Sunsilk
Attributes Unique Packaging, Different varieties, Innovative, Healthy hair
Function Sense of style and elegance, Feel good to use experts formula,
Rewards Increase self-esteem, Confidence on Product, Care free
Values Pride and sophistication, Credibility, exclusivity
Personality Trust worthy, Professional, Accomplishment
9 | S t r a t e g i c B r a n d M a n a g e m e n t
• The colour of the font will be bold black “SUNSILK”
with a colorful pack.
• There is a diverse verities of colour have been
introduced in recent times in Sunsilk.
• This brand has a shape of petite tiny balls with
blaze including that this product is with diverse
colors and it also shows the shape of long hair.
• The name and the logo will be appeared has a high
lightened of this product with eye-catching colors.
• For this brand the slogan is “Life Can’t Wait”
10 | S t r a t e g i c B r a n d M a n a g e m e n t
Sunsilk brand portfolio
Age and Life Cycle
• Buyers come under
the age group of 15-
• Purchase of Sunsilk
is not affected by
• Sunsilk is for all girls
• Couple upper earning
• Price of Sunsilk is
• Their particular
protect the complete
market in-spite of
these kinds of
11 | S t r a t e g i c B r a n d M a n a g e m e n t
Life Can’t 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” 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.
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CLASSES OF PRODUCT
Sunsilk shampoos have been a vital a piece of the hair care administration since quite a
while. The most vital elements for the prominence of the Sunsilk shampoos in young
females' eyes are its enduring scents, great outcomes and reasonableness. They are
numerous Sunsilk shampoos sorts in the market. What's more they keep concocting new
variants and distinctive reach of shampoos to tackle the diverse hair issues.
Firstly Actress and Model Iman Ali was the brand
ambassador for Sunsilk in Pakistan
Now Actress and Model Humaima Malick is the brand
ambassador for Sunsilk in Pakistan
Now Actress and Model AYAN ALI is the brand
ambassador for Sunsilk clean and fresh in Pakistan
13 | S t r a t e g i c B r a n d M a n a g e m e n t
Sunsilk has got cleanser reach to illuminate your dandruff troubles.
It holds zinc pyrithion and citrus complex, and others are accessible
in egg and yogurt which are well known for dandruff disposal. The
cleanser is likewise advanced with characteristic elements like
sunflower oil and lime separates which purges and mitigates your
This shampoo is enhanced with the Amla and pearl-complex, which
structures a defensive layer on the surface of the hair to ensure it
from the unsafe sun harm. The cleanser gives a characteristic
sparkle and shine to your hair. It has a semi-fluid consistency with a
gleam dark color
Ginseng and Soya energizers provide on a daily basis dosage of
vitamins serving to boost up hair’s potency and manifestly reducing
hair fall in just few days.
This glorious shampoo holds ceramide and egg yolk extricate, which
makes the hair delicate and smooth. It is uncommonly intended for dry
hair and goes about as a chemical and gives support.
It keeps your hair neat and clean and provides freshness for long time
to hair and also gives calm to your brain.
It holds keratin yogurt nurti-complex, which gives supplements to the
hair and fortifies it from root to tip making them thick and long. It is
tender on hair and has a durable scent which waits for quite a while.
14 | S t r a t e g i c B r a n d M a n a g e m e n t
INTRODUCING OUR Six SUNSILK EXPERTS
Sunsilk is sold in more than 80 countries across the globe – helping millions of women solve
their own hair care with a unique and innovative range of shampoos, conditioners, and
treatment and conditioning products. We’re proud to be working with an incredible group
of hair professionals, and each one brings their own exclusive expertise to Sunsilk.
Brand Name Emotional
looks for premier
and catwalks the
•He is renowned for
creating looks for
hair shows, fashion
•Created the famous
System, for super-
• She is an acclaimed
scalp and skin care
expert, who practicing
medical and cosmetic
dermatology in New
York City since 1989
• Creates sensuous and
for celebrities, fashion
couture houses alike.
• She is one of the best
colourists in the
world; while Quidad
is the first stylist in
the United States to
specialise in curly hair
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Point of equality (POP)
Points of equality are organizations that are not actually unique to business but may actually
be allocated to other manufacturers. For an providing to achieve a factor of equality on a
particular feature or benefit, a sufficient variety of clients must believe business is “good
enough” on that sizing. Like others SUNSILK contains such POPs:
Point of Distinction (POD):
Points of difference are features or benefits clients highly affiliate with an item, favorably
assess, and believe they could not find to the same level with an aggressive brand.
We discovered that PODs
For Sunsilk is Co-creation system designed by expert’s. They came with this idea to get the
industry and to be excellent in the marketplace. From 2009 Sunsilk started working with a
variety of professional locks "experts" to create new and enhanced items. Each locks “issue"
version hyperlinks to an "expert “with the appropriate professional locks knowledge.
•Dream soft & Smooth
•Stunning Dark Shine
•Lusciously Dense & Long
•Hair Fall Solution
Co creation formula
Dr. Francesca Fusco, hair fall
Jamal Hammadi for Dark Glow
Rita Hazan for Brilliant Color
Stuffed bear Charles for Plumped Up
Thomas Taw for Damage Renovation
Yuko Yamashita for Perfect Straight
16 | S t r a t e g i c B r a n d M a n a g e m e n t
Sub-brand for Sunsilk is a chain regarding curly hair dressing salons which assure quality hair
dressing along with curly hair attention, a number of the benefits linked to the Sunsilk music
group, but directed at a segment of the focus on collection or perhaps, a little bit different
collection as compared to in the mum brand name. Several manufacturers need
complicated brand name structure and also the moot query can be as to help no matter
whether the item basically weakens the brand name or the slightest bit places it's rep to
Brand components can play a variety of name building positions. Group components are those
signature able devices that recognize and distinguish business. Most
strong manufacturers employ several brand components. Promoters choose brand components to
build as much brand value as possible. Item components such as: unforgettable, significant,
pleasant, convenient and secure able. We explain those components in brief as follows:
• Every clients thoughts grabs business. Their marketing programs set
business in clients thoughts. Their brief brand such as: Dove, lakes,
Sunsilk etc. are quickly unforgettable.
• Every customer has a obvious significance about Sunsilk.
Consumer believes about Sunsilk as an item which fix their
problem pertaining with locks.
• From our research we discovered that most of the individuals like
business vocally and creatively.
• The brand is lawfully and reasonably protectable. The organization
maintain their trade indicate privileges and not general
• Another reality which we saw in Sunsilk. Different pack size and
new treatments are quickly approved by the clients.
17 | S t r a t e g i c B r a n d M a n a g e m e n t
Marketing strategies of Sunsilk
The actual branding strategy for a firm displays the number and dynamics involving frequent
and distinctive brand elements placed on all the solution distributed with the firm. Branding
approach involves deciding the type involving brand-new and recent brand elements being
placed on brand-new and recent items.
Strategy of branding is amongst the almost all vital choices having through marketers. This
can be a technique, which in turn gives plenty of constructive responses to get a
corporation. The primary determination is actually regardless of whether to build up a brand
name to get an item. Right now, printing is actually this type of pressure that will hardly
anything, should go unbranded. Unilever follow specific name with regard to location name
with regards to diverse merchandise, like Sunsilk, Dove (Shampoo), Fair & Lovely, ponds and
Dove with regard to skin care. Unilever get yourself a significant good thing about anyone
name techniques that the company doesn't connect their standing on the merchandise. And
so, if virtually any company is not able or maybe generally seems to have got substandard
quality, the companies name or maybe graphic seriously isn't injure.
Choosing General Strategy:
Sunsilk can adhere to
segmental technique. In
industry Go & shoulder
area focusing on mainly
high and middle-class
individuals but big
section in reduced
could not follow their
product. So, Sunsilk
focusing on the reduced
category, who have low
earnings and release
awesome at a
release new hair
shinning in a one
adhere to as Go
refresher in a
18 | S t r a t e g i c B r a n d M a n a g e m e n t
Head & Shoulder vs. Sunsilk exists in the pure competition.
The new Sunsilk shampoo aims to fulfilling the need of its target market by offering a high
quality, assessment of concept in term of acceptability, credibility, and perceived benefits
that it offers a healthy choice shampoo alternative to target customer.
Classes of competitors:
In urban areas, Sunsilk is acting as a market challenger against Head & Shoulder. Sunsilk has
got the advantage of keeping their prices lower than Head & Shoulder shampoos but Head
& Shoulder has captured a bigger share of the market due to its intense promotional
The major competitor of Sunsilk in rural areas is BIO AMLA and in urban areas
Sunsilk mainly cutthroat of Head & Shoulder. The main advantage of BIO Amla is herbalcom
position, low prices, which attract rural market but in term of quality they are far behind
Sunsilk shampoo. In urban areas Sunsilk facing market challenge with Head & Shoulder.
Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has captured
a large market share due to its intense promotional activities. Generally, Cute work as a
market follower as it doesn’t go for any innovative action.
Sunsilk as a market competitor, they are steadily gaining market share. At present market
situation, they capture 34% of total market share.
19 | S t r a t e g i c B r a n d M a n a g e m e n t
To buy a shampoo rational consumers firstly think about Sunsilk due to the promotional
strategies of Sunsilk. So that Sunsilk rapidly increase their mind share.
Due to reach product and marketing attributes & features Sunsilk’s mind share in total
competitive market is higher than any other brand. Consumer would like to choose Sunsilk
as their first choice.
Competitive review check box
Particulars Sunsilk Head & Shoulder
1. Brand Ranking 384 282
2. Brand Portfolio Shampoo & conditioner Shampoo & conditioner
3. Brand image Womens, style, quality,
smooth, soft, black, shiny,
clean, fresh, longhair, thick
hair, self-respect, cool & nice
Both gender, anti-dandruff
free, self-respect, shiny,
4. Years in market 60 53
5. Logo Stylish women Dandruff free hair
6. Scientific health protection 5 6
7. Scientific environment
8. Scientific society
20 | S t r a t e g i c B r a n d M a n a g e m e n t
The packaging design for the New Sunsilk range is greatly energizing and has been produced
by Brown Incorporation United Kingdom. The packaging makes the brand look modern and
expert. This packaging makes the brand look more contemporary and howdy tech. It
guarantees more emphasis on the variants that have recently been a piece of the item
however never been conveyed to the client that well. This new packaging has obviously
distinguished that there is a separate item for every hair sort.
Sunsilk provides shampoo in different sizes of bottles and sachets. Prices are different
accordingly. Consumers buy according to their budget conveniently. It provides value-based
pricing system which is according to consumers mind. Main feature of this pricing system is
that the demand for product will be much higher because it fulfills the perception of
consumers about its value. Through this system, it can able to earn more profit.
The prices of its major competitor, P&G is rising but Sunsilk has maintained its price level
and its prices are less than P&G. Pakistan is a poor country and people income level is low
and they prefer to buy low prices products with quality. So, it is beneficial for Sunsilk,
because its prices are low as compared to P&G.
Sunsilk Shampoo 5ml Sachet Pack Rs. 05
Sunsilk Shampoo Per 100ml Bottle Rs. 99
Sunsilk Shampoo Per 200ml Bottle Rs. 180
Sunsilk Shampoo Per 400ml Bottle Rs. 330
21 | S t r a t e g i c B r a n d M a n a g e m e n t
Building peak level of consciousness of consumers
Personality creation of our brand
The promotion objectives are situate avoiding to the advertising strategy for each product
besides having these general objectives, e.g. Sunsilk promotion and advertising objectives in
view of the fact that it was being re-launched were:
Launch innovative campaigns such as “Life Can’t Wait” and “Hairapy” to use a pull on
young females to the bran Sponsored short films that were televise throughout
admired television shows.
Promotion through movies as “Fashion” Sunsilk had come up by means of a latest
campaign of promotion “GOOD HAIR DAYS” in the 6 main cities in association with
well-known hair stylists of the country.
Gang of Girls web page to show community of gilrs
Madonna, Natalia Oreiro, Shakira, and Marilyn Monroe all featured in Sunsilk's 2008
advertising campaign “Life Can’t Wait”. The philosophy behind the campaign was
about girls taking positive steps to gain better control of their lives “Hair On = Life
Enhancement of use
Provision of a sensation of
freshness due to scent
soft, smooth and silky hair
Exclusive shampoo for all hair
Making the hair appearance
shiny and clean
Efficiently and effectively
correspond promises of the brand
22 | S t r a t e g i c B r a n d M a n a g e m e n t
In 2003, Sunsilk (Sedal) launched the first hair only glossy magazine
in Argentina aiming to communicate to the professional hair industry. More than
800,000 copies are published each month. The magazine focuses on hair, fashion
and beauty issues as well as showcasing hairdressers’ work. It is sold locally on
newsstands and distributed to hair salons.
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.
The advertising of any product should go behind the SMILE loom which is:
• Usage of
• Printing Media
• Videos with
• Distribution of
• Campaign of
• Product Mix
Interesting with related information
Linked to the band
Emotionally concerned and liked
23 | S t r a t e g i c B r a n d M a n a g e m e n t
The advertising should be in line with the earlier period ads (if any). A good advertising idea,
The ad should have.
Advertisement should get together the brief
Clearly communicating the message
Brand’s personality should be vigorous via advertisement
Change the ad typically subsequent to 1.5 years
Target Audience Rating Points (TARP) should be observed
Advertising should fit the manufacturer’s personality
An add is usually modified after 18 months
TARP (Target Viewers Ranking Points)
Lever also providers out on comprehensive assessment process. Focus on industry rating
factors are used to assess a item. Houses are supervised in various places to get client
reaction and reviews.
Consumer view of Sunsilk Advertisement:
According to a study 60% consumers say that the marketing is eye-catching and the 30% say
average and other 10% say it’s cheap. Its shows that the marketing should work well and
offering information in a better way that is why consumers like it.
attractive average cheap
24 | S t r a t e g i c B r a n d M a n a g e m e n t
“To reach as many cities, town and villages as they can”
Lever has at least 150 distributers whose function is to sell to supplier straight. There are
different distributers for different places. They are properly chosen and their efficiency is
They appear extremely pleased with their own route systems and have an excellent
relationship with them. We feel that this is essential since these are not too many levels,
thereby avoiding route complexness and enabling Handle greater control. Lever’s
declarations were confirmed by our client study which obtained that the retailors were very
pleased with Lever’s submission program, which permitted well-stocked racks. This is an
advantage, since a lot go through regular buying actions.
Sunsilk has an excellent submission program all over the nation. They have fought hard to
look at such programs that assurance the perfect results regarding the position of their
item. These distributers are given clear training regarding the selection of the retailors and
to create sure that the retailer;
Knows about the significant features of the product
Place the item along with its significant opponents like P&G
Displays the sachets distinctly
They give off and on offers as business marketing motivation to their distributers. The
distributers promote the marketing of Sunsilk by recommendations.
25 | S t r a t e g i c B r a n d M a n a g e m e n t
Lever brother Pakistan restricted is one
of the biggest companies in Pakistan.
Company has innovative technology and
well experienced experts.
The new Sunsilk shampoo is a top great
quality item in terms of hair protection.
The potential audience is knowledgeable,
experts and are part of top quality and
Company totally possessed, methodical
distribution program, clear interaction
Participative management style
Very good distribution program all over
Pakistan, in all significant and small
Competitors have strong marketing
Imported manufacturers also available in
Customer are provided better alternative
by the opponents.
Population growing at a fast amount.
Consumers are becoming more great quality
Current potential usage is 80%, which can be
further enhanced with increase in demand.
Customer base is enhanced with operative
and effective marketing.
Baby locks shampoo is another place where
Handle bros can create large benefits.
Shampoo plus refresher and anti-dandruff
locks shampoo are another place where
Handle bros can earn large earnings.
Rural places are a large potential industry
where they can present Sunsilk.
Political and economic factors.
Partial Govt. rules.
High amount of opponents.
Local and foreign opponents.
Smuggling via Afghan business
transportation is one of the big obstacles
experienced by Sunsilk.
Supplies from Philippines and Thailand is
another important issue.
26 | S t r a t e g i c B r a n d M a n a g e m e n t
A stage when the holder of a famous brand name is able to get increasing profits due to
increasing worth of its brand name in the market. This happens because the shopper is
confident that the quality of the famous brand is much better than the other brands which
are not so famous than the former. This can be achieving through a good marketing of the
brand. Many ways to measure the brand equity has been developed by different experts.
But none of them is universally accepted tool to measure the brand equity.
This term refer to the reaching ability of brand to the mind. Brand recall/brand recognition
helps to measure the brand awareness. Brand recall is a term used to define the ability of
the customer in case when he/she requires a certain category of the product to meet
his/her specific need.
Facebook likes 2,293,581 likes
Twitter followers 73644
Google plus Items 120
likedin.com 141,206 .
YouTube views 1,961,342
Flicker photos 10200
Positioning competitive map of Sunsilk Brand
We find this calculation by hundreds of people as a sample they Thick at box in which
relative association is present (with the help of Questioner)
Sunsilk Head & Shoulder Pantene
Shining in one product 64 23 40
Smooth and Silky 71 20 34
Anti-dandruff shampoo and provide an extra
conditioner in a package.
30 77 0
Hair Fall 81 19 67
Damage Repair 66 40 55
Shampoo Combining conditioner 58 47 55
Lower Class 41 22 34
Immediate Effects 79 17 45
Lower Price 56 15 37
27 | S t r a t e g i c B r a n d M a n a g e m e n t
Confidence Shiny Hair
Shampoo Top brand
Soft Straight Hair
Head & Shoulder
28 | S t r a t e g i c B r a n d M a n a g e m e n t
SUNSILK MENTAL MAP
These three form the mental map of Sunsilk which associates with them the different
aspects. Let us see them in detail:
Black, shiny, silky,
soft, smooth long,
thick, fresh and
29 | S t r a t e g i c B r a n d M a n a g e m e n t
Customer -Based Brand Equity Model
Sense of community,
Top brand, unique
Silky, shine, black, clean,
long, thick, dandruff free
hair, Environment friendly,
health friendly , social
Available, youth, cool,
girls unity, sense of
Cosmetics, hair care brand, most recognized brand, confidence,
expert’s co-creation, sense of community, happiness
30 | S t r a t e g i c B r a n d M a n a g e m e n t
Breadth and Depth of the awareness
The possibility of the accessibility of the brand to the mind is termed as the depth of the
brand awareness. The more the recalling ability of the brand the more awareness level it
has. Range of the purchase and the situations to use the brand comes into the mind is
termed as breadth of the brand awareness.
Five characteristics lies under the heading of brand performance. These are:
Primary ingredients and supplementary features
Product reliability, durability and services
Style and design
Perception of the consumer about the brand is called the brand image. Association of the
brand in the mind of the consumer measures it.
Brand’s ability to meet the social and psychological needs of the consumer is what we call
brand imagery. These are referred as the extrinsic properties of the brand.
There are many intangibles which might be linked to the brand but four main categories are:
Purchase and usage situation
Personality and values
History, heritage and experiences.
Personal point of view and evaluation held by consumer with regard to the brand is the
It is about the association of brands performance and imagery to varying kinds of opinion of
31 | S t r a t e g i c B r a n d M a n a g e m e n t
Following types of brand judgment are important:
Quality of brand
Credibility of brand
The main types of brand-building feelings are:
Nature of association or the relationship and the extent to which customer feels that they
are affiliated with the brand is the brand resonance. Brand resonance can be divided into
Sense of community
32 | S t r a t e g i c B r a n d M a n a g e m e n t
Satisfied Style Fair Features
Statistical analysis (section wise)
1. How you came to know about sun silk?
2. When you think of a brand, what brand comes to your mind first?
1. If you think about the features and benefits of sun silk , would you say value
provided is …?
2. After purchase services?
3. What you say about the packaging of the bottle?
4. How did the purchase price compare your expectations?
5. To you think that this brand has special features? To what extent
33 | S t r a t e g i c B r a n d M a n a g e m e n t
1. Who uses the product?
2. Purchase experience?
3. First use experience?
4. How long have you use Sunsilk?
5. How and where did you purchase your product?
1. What you think about the Overall quality of the brand?
2. Brand is compared to other shampoos that are available, would you say that
3. How much do you trust the makers of this brand?
4. How much do you admire this brand?
5. How likely would you be to recommend this brand to others?
6. How unique is this brand?
Female Male Purchace
Regularly use Available
Good Better yes Yes Surely Inovative
34 | S t r a t e g i c B r a n d M a n a g e m e n t
1. What this brand is differentiated from others?
2. How do you feel after using it?
3. Do you feel the sense of security after using this brand?
1. Suppose you would not found this brand any where in that situation what you
replace it with?
2. In the same above condition. What would you replace it in the coming 12 months?
3. Do you really like to talk about this brand?
4. This is the brand used by the people like me
Formula Comfertable yes
Not replace yes yes yes
35 | S t r a t e g i c B r a n d M a n a g e m e n t
Salinece Performance Imagery Judgment Feelings Resonance
Statistical analysis data combined
Give 1 to all positive answers and give 0 to all negative answers.
(TOTAL HUNDRED RESPONDENTS)
SALIENCE 81%aware 19%notaware
PERFORMANCE 73%satisfied 27%notsatisfied
IMAGERY 67% in favor purchase,
33% not in favor to
JUDGMENT 71%favorinqualityetc. 29%Notsatisfied
FEELINGS 93% feel confidence
RESONANCE 62%loyal 38%switchers
36 | S t r a t e g i c B r a n d M a n a g e m e n t
Sunsilk should drive according to local preferences and needs.
Sunsilk can arise and ensure social responsibility in the society, so they would
establish themselves in customer mind and customer would be loyal about Sunsilk.
Maintain image among customers, mainly advertisement covers huge expenses of
Sunsilk, but we recommend them to cut their advertisement expenditures, in the
economic crisis and should more focus on social responsibility.
To ensure social responsibility and highlighting benefits they provide Sunsilk can
raise their revenue.
Extensive marketing methods Unilever should make people aware of the fact that it
is a Unilever Product and not just any product so that the brand loyalty increases.
Lever should create gang of girls type activity in Pakistan.
Improve promotional strategy as P&G have.
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
capturedthe rural market by two strategies-
Develop 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.
37 | S t r a t e g i c B r a n d M a n a g e m e n t
Unilever financial statement 2007-08
38 | S t r a t e g i c B r a n d M a n a g e m e n t
39 | S t r a t e g i c B r a n d M a n a g e m e n t
Sunsilk brand audit Questioner
Section 1: Introduction
Gender Male Female
Age 15-20 21-30 30-40 40-60
Per month income 10000-20000 20000-35000 35000-50000 50000
above where you live Urban area Rural Area
Section 2: Brand Audit questions
Your response can help us……
Thick the following given options
Pay for your shampoo per month? 100-200 200-400 400-600 600
1. Shampoo do you use mostly? Sunsilk Pantene Head&
2. Which Shampoo can compete Sunsilk? Pantene Head & Shoulder Other
3. Have you ever heard of Sunsilk? Yes No
4. When you think about shampoo brand, what
brand comes first to your mind?
Sunsilk Pantene Head&
5. Now if you think about the feature and benefits
of Sunsilk, would you say the value provides is?
6. What kind of after purchase service? Satisfied Unsatisfied
7. What opinion about the packaging of the
Stylish Unique Normal
8. How did the product’s price compare to your
9. To what extent this brand has special features? Many Few
10. Who uses the product? Men Women Kids
11. Purchase experience? Yes No
12. First use experience? Yes No
13. How long have you used Sunsilk? Regularly some month not yet
14. Product is easily available? Yes No
15. What is overall quality of the brand? Poor fair Good Excellent
16. Brand is compared to other shampoo’s that are
available; would you say that Sunsilk is…?
Poor fair Good Excellent
17. You admire this brand? Yes No
18. You trust the makers of this brand? Yes No
19. Would you recommend this brand to other? Yes No
20. How unique is this brand? Innovative Not innovative
21. Does this brand give you the feeling of warmth? Yes No
40 | S t r a t e g i c B r a n d M a n a g e m e n t
22. What makes this brand different? Formula Uniquenes
23. After its use what do you feel like? Comfortable Uncomforted
24. Does this brand give you the feeling of security? Yes No
25. If this brand were no longer available, would
you replace it?
26. All things considered, over the next 12 months
how likely are you to replace you product
(connected to above)?
27. I really like to talk about this brand to others? Yes No
28. This is brand used by the people like me? Yes No
29. How did the product price compare to your
Poor fair good excellent
Sunsilk Shampoo positioning competitive map
Thick at box in which relative association is present otherwise let it blank.
Sunsilk Head & Shoulder Pantene
Shining in one product
Smooth and Silky
Anti-dandruff shampoo and
provide an extra
conditioner in a package.