Sunsilk Brand audit Power point slides " Project of Strategic brand audit report" The Islamia University Of Bahawalpur "department of Management Sciencies" MBA 6th Marketing specialization (2011-2015

2. Sir Irtaza Haider
for giving us this opportunity

3. Group members
• Rashid Javed (32)
• Mudasra Amjad (21)
• Malka Yasmeen (19)
• Qasim Irshad (28)
• Rana Umar Farooq (31)

4. Brand audit

5. Objectives

6. Methodology
• Primary Sources • Secondary Sources

7. • World’s largest company & bran in hair conditioning
• 2nd largest in shampoo
• Considered as billion dollar brand
• Unilever’s number one hair care brand
• Products are sold in 69 countries

8. Time line review
• 1954 launching
• 1958 Polythene bottle
• 1959 Expansion in 18 countries
• 1960 tonic Shampoo
• 1969 PVC bottle
• 1971 conditioner
• 1975 biggest name

9. 2008 Social networking site
Gang of girls2003 New Range
2001 Hair Colorant Market
1980 Introduced Whole Range

10. 2010-2013 PFDC Fashion Week
2009 Co-Creation Collaboration

11. Logo
1990-2008
2008
Upto 2014

12. LOGO
Name
Color
Shape
Font
Slogan

14. SUNSILK BRAND PORTFOLIO
PORTFOLI
O
Sunsilk Shampoo
Sunsilk conditioner
Sunsilk Spray
Sunsilk Mask

15. Age and Life Cycle
Gender
Income
TARGET MARKET

17. INTRODUCING OUR SIX SUNSILK EXPERTS
• Creates fabulous looks for
premier fashion
magazines and catwalks
the world over.
Teddy
Charles
• He is renowned for
creating looks for hair
shows, fashion shows and
educational seminars.
Thomas Taw
• Created the famous
YUKO Hair
Straightening System, for
super-sleek styles.
Yuko
Yamashita
• She is an acclaimed scalp
and skin care expert, who
practicing medical and
cosmetic dermatology in
New York City since 1989
Dr Francisco
Fuscon
• Creates sensuous and
glamorous hairstyles for
celebrities, fashion
editorial and
international haute
couture houses alike.
Jamal
Hamadi
• 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
Rita Hazan

18. Brand Ambassador
Firstly Actress and Model Iman Ali
Now Actress and Model Humaima Malick
Now Actress and Model AYAN ALI is the brand ambassador for Sunsilk
clean and fresh in Pakistan

19. Brand Name Emotional
Modifier
Descriptive
Modifier
Functional
Benefit
Confidence &
Self-respect
Both gender
specially girls
Hair Care
Brand Mantra

20. Dream soft & Smooth
Stunning Dark Shine
Lusciously Dense &
Long
Anti-Dandruff Solution
Hair Fall Solution
POP
Co creation formula
Dr. Francesca Fusco,
hair fall
Jamal Hammadi for
Dark Glow
Rita Hazan for Brilliant
Color
Stuffed bear Charles for
Plumped Up Quantity
Thomas Taw for
Damage Renovation
Yuko Yamashita for
Perfect Straight
Clear and fresh Sunsilk
POD

21. SWOT Analysis
STRENGTHS
Biggest companies in Pakistan.
Innovative technology and well experienced
experts.
Top great quality item in terms of hair protection.
The potential audience is knowledgeable and
experts
Clear interaction program.
Participative management style
Very good distribution program all over Pakistan
Weaknessess
Competitors have strong marketing activities.
Imported manufacturers available in marketplace.
Customer have alternative

22. Opportunities
Population growing at a fast amount.
Consumers are becoming more great quality conscious.
Current potential usage is enhanced with increase in
demand.
Customer base is enhanced with operative and effective
marketing.
Baby locks shampoo is another place
Shampoo plus refresher
Rural places are a large potential industry
Threats
Political and economic factors.
Partial Govt. rules.
High amount of opponents.
Local and foreign opponents.
Smuggling via Afghan business transportation
Supplies from Philippines and Thailand

23. Brand Elements Marketing experts choose brand factors to construct as often brand collateral as it can be.
Memorable:
• Every clients thoughts Sunsilk as shampoo brand . Their
marketing programs set business in clients thoughts.
Meaningful:
• Consumer believes about Sunsilk as an item which fix their
problem pertaining with locks.
Likable:
• We discovered that most of the individuals like business
vocally and creatively.
Protectable: • The brand is lawfully and reasonably protectable.
Adaptable:
• Different pack size and new treatments are quickly
approved by the clients.

24. Competitive Review
Pure Competition
Sunsilk vs. Head & Shoulder exist in pure competition.
Analyzing Competitor
Sunsilk shampoo aims to fulfilling the needs 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 consumer.

25. Classes of Competitors
In Rural Areas In Urban Areas

26. Competitor Review
 Major competitor of Sunsilk in Rural areas is Bio Amla.
Herbal composition and low price
In terms of quality, they are far behind Sunsilk
 In urban areas, Sunsilk is acting as a market challenger against P&G.
Intense promotional activities
P&G shampoos have higher prices

27. Competitive Review
Sr No. Particulars Sunsilk Head & Shoulder
1 Brand Ranking 384 282
2 Brand Portfolio Shampoo , Conditioners, mask
& spray
Shampoo &
Conditioners
3 Brand Image Women Style, Quality, Smooth,
Soft, Black, Shiny, Clean,
Fresh, Long Hair, Thick Hair,
Self-Respect, Cool & Nice
Smell
Both Gender, Anti-
Dandruff, Self-Respect,
Shiny
4 Years in Market 60 53
5 Logo Stylish Women Dandruff Free Hair
6 Scientific Health Protection 5 6
7 Environment Protection 6.5 6.2
8 Society Protection 6.2 5.8

28. Market Share
Sunsilk as a market competitor, is steadily gaining market share. At present market it
capture 34% of total market share.
Overall brand-wise position is:
0
5
10
15
20
25
30
35
40
Market share
Market share

29. Mind Share
To buy a shampoo rationale consumers firstly think about Sunsilk due to
promotional strategies of Sunsilk. So that Sunsilk rapidly increase their mind
share.
Sunsilk
75%
Head and
shoulder
22%
Other
brands
3%
Mind Share

30. Heart Share
Due to reach product and marketing attributes and features consumer choosing
Sunsilk as their first choice.
77%
18%
5%
Heart share
Sunsilk
Head &
Shoulder
Other brands

31. Product packaging
• Energizing
• Produced by Brown Incorporation United Kingdom
• brand look modern and expert
• Emphasis on the variants
• Separate item for every hair sort

32. Prices
• Prices are different according customer budget
• Shampoo in different sizes of bottles and sachets
• Value-based pricing
• Fulfills the perception of consumers
• Prices are less than 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

33. PROMOTION
• Building peak level of consciousness of consumers
• Personality creation of our brand
• Objectives are situate avoiding to the advertising strategy for each product
Enhancement of use
Provision of a sensation of
freshness due to scent
soft, smooth and silky hair
Exclusive shampoo for all
hair nature
Making the hair
appearance shiny and clean
Easily managing,
Benefits conditioning
Efficiently and effectively
correspond promises of the
brand

34. PROMOTIONAL STRATEGIES
Strategies
• Usage of
Media
Platforms
• Printing Media
• Rural
Campaign via
Internet
Strategies
• Environmental
Ads
• Advertising
• Videos with
Music
• Distribution of
Free Samples
strategies
• Hoardings
• Campaign of
Demo
• Sponsorships
• Product Mix
Enhancement

35. Advertisement objectives
The advertising of any product should go behind the SMILE loom which is:
Simple
Memorable
Interesting with related information
Linked to the band
Emotionally concerned and liked

36. Advertising Strategy and Evaluation
• Advertisements depends on level of competition
• Promote functional benefits of shampoo
• Elida Hair Institution come up with advancement
• Sunsilk research by worldwide approved organizations
• Nabila an identified and highly certified beautician is used by Sunsilk in its
• Sunsilk has come up with a new advertising strategy “GOOD HAIR DAYS”
60%
30%
10%
ATTRACTIVE AVERAGE CHEAP
CONSUMER VIEW
Series 1

37. Distribution Objective
• “To reach as many cities, town and villages as they can”
• Different distributers for different places
• Extremely pleased with their own distribution systems
• Retailors were very pleased with Lever’s distribution system which permitted well-
stocked racks
• Struggled to hard to adopt those channel which guarantees perfect result
• 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 trade promotion incentive to their distributers.

38. Facebook likes 2,293,581 likes
Twitter followers 73644
Google plus Items 120
linkedin.com 141,206 .
YouTube views 1,961,342
Flicker photos 10200
Brand Awareness

39. 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
Positioning competitive map of Sunsilk Brand
(with the help of Questioner)

40. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Shining in one
product
Smooth and
Silky
Anti-dandruff
shampoo and
provide an
extra
conditioner in
a package.
Hair Fall Damage
Repair
Shampoo
Combining
conditioner
Lower Class Immediate
Effects
PANTENE
HEAD&SH
OULDER
SUNSILK

41. SUNSILK MENTAL MAP
Sunsilk
People
Performance
Image
These three form the mental map of Sunsilk which associates with them the different aspects

44. Serial
No
Customerbased brand equity
Particulars
1
Positiveanswer
0
NegativeAnswer
1 SALIENCE 81% aware 19% not aware
2 PERFORMANCE 73% satisfied 27% not satisfied
3 IMAGERY 67% in favor purchase,
usage etc.
33% not in favor to
purchase, usage etc.
4 JUDGMENT 71% favorin quality etc. 29% Not satisfied
5 FEELINGS 93% feel confidence secure
etc.
7% not feel secure
6 RESONANCE 62% loyal 38% switchers
Statistical analysis data combined Method
Give 1 to all positive answers and give 0 to all negative answers

45. 0
10
20
30
40
50
60
70
80
90
100
Salinece Performance Imagery Judgment Feelings Resonance
1
0

46. Recommendations
• Sunsilk should drive according to local preferences and needs.
• Sunsilk can arise and ensure social responsibility in the society.
• Maintain image among customers, mainly advertisement covers huge
expenses of Sunsilk,
• Cut their advertisement expenditures,
• To ensure social responsibility and highlighting benefits
• Extensive marketing methods unilever should make people aware of the fact
that it is a Unilever Product
• Lever should create gang of girls type activity in Pakistan
• Improve promotional strategy as P&G have

47. REFERENCES
• www.unilever.com
• www.unilever.com.pk
• www.millwardbrown.com
• www.google.com
• www.ac.com
• www.scribd.com
• www.slideshare.net
• www.tractionplatform.com
• www.stylecraze.com/articles/best-shampoos-available-in-india-top-10/
• www.stylecraze.com/articles/best-sunsilk-shampoos-available-in-india/
• www.unilever.pk/our-brands/detail/Sunsilk/337204/
• www.dailyprice.com.pk/item/sunsilk-shampoo
• http://scdlmbaprojects.blogspot.com/2011/05/scdl-mba-project-project-on-sun-silk.html
• http://www.marketingweek.co.uk/unilever-will-feel-off-colour-if-sunsilk-gamble-fails/2001897.article
• Unilever financial statement 2007-08

48. Q & A Time