This document outlines the marketing strategy of the hair care brand Sunsilk over different stages of its growth in India. It started in 1954 in the UK and focused on advertising specific hair issues. By 1959, it was available in 18 countries. In India, within 10 years it introduced an anti-dandruff shampoo and expanded its product line. Later, it targeted expanding its market reach and launched products at different price points along with changing packaging. Currently, its strategies include celebrity endorsements, online discounts and availability across various retail channels to build awareness and expand its consumer base.

1. Marketing Strategy
Presented By -
Sonakshi Saxena

2. About SUNSILK
• Sunsilk is a hair care brand for women produced by the
Unilever group , launched in 1954 in the UK.
• The brand included a range of shampoos, conditioners, and
other styling products.
• By 1959, it had become a well known hair care brand and was
available in 18 countries worldwide

3. Introduction Stage
• Sunsilk was launched in the UK in 1954,and by 1959 it was
available in 18 different countries worldwide.
• Sunsilk began its publicity efforts in 1955 with an advertising
campaign that focused on specific hair "issues".
• In the UK, the campaign focused on shiny hair.
• A television commercial of Sunsilk featured a tune composed
by John Barry, “The girl with the sun in her hair”, which
became so popular that it was subsequently released as a pop
single.

4. Marketing Objective
• To create product awareness and to attract the
customers towards the product .

5. Marketing Strategies
• Offered only 1 variety.
• Promotion through Advertisements .
• Available in market stores.

8. Growth Stage
• Within ten years of its launch in India, Sunsilk introduced a tonic
shampoo for dandruff, which was the first anti-dandruff shampoo in
India.
• In the subsequent years, it launched many shampoo variants and Tear.
• Sunsilk also came out with its range of hair conditioners.
• Change their logo .

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

10. Marketing Strategy
• Change their packing, shape and colors of a bottle.
• Available in different size ( pouch & bottle) and price with
different Fragrance .
• Easily available in Stores .
• Promote their product through advertisement.
• Change Logo .

11. Maturity Stage
• By the beginning of the new century, Sunsilk attained
maturity as a global brand, with its products being sold in 69
countries.
• To prolong the set in of the decline stage, Sunsilk went for
Brand rejuvenation and came out with “SUNSILK
NATURALS”.
• From 2009, Sunsilk has started working with a number of
professional hair experts to develop new and improved
products.

12. Cont….
• From this came the tagline, “Life can’t Wait.” Hair has a deep
emotional connection with women and plays a significant role in
the audience’s life.
• By acknowledging this emotional connect, Sunsilk has managed
to stand apart from its rivals.
• Sunsilk understands that different girls have different needs and
hence has created 7 products that cater to a variety of them.

13. Cont….
• Unilever launched Sunsilkgangofgirls.com, India's first
"online all-girl community" which quickly caught the
attention of the target group as it was promoted through a
360-degree media communication blitz.
• The site was branded space to promote Sunsilk, while at the
same time it provided a social networking platform for girls.

14. Cont….
• The site offers its users access to a variety of local and global
experts to address various hair care needs through its
content, blogs and live chat room.
• The site includes rich content of hair care and fashion, and
users can also take part in interactive games and quizzes.

15. Cont….
• The efforts to take the GoG website on the road began in late
2006 when Unilever conducted a Sunsilk Hair Bars event in
Delhi which was essentially a live version of the GoG website
where girls could spend their weekend getting advice on hair
care, mall activation programs and participation in college
youth festival events.
• Came with celebrity “Priyanka Chopra ” to promote their
product.
• Change their Logo.

16. Marketing Objectives
• Build Awareness .
• Expand their Market.
• Target Women's through Advertisements.

17. Marketing Strategy
• Available in every stores as well as online .
• Sunsilk provides discounts on shopping online.
• There are different types of prices for Sunsilk’s different types of shampoos and
conditioners.
• All range of Price .
• Sunsilk do personal selling by promotion ads and on internet.
• Promotion through celebrity “Priyanka Chopra”
• Sunsilk ad products by TV promos, internet, newspapers .

21. Advertisement objectives
• The advertisement of a product should follow the smile
approach that is:
• S- Simple: Advertising will very simple and easily
understandable for all customers.
• M- Memorable: easily memorable
• I- Interesting with relevant information
• L- Linked to the brand: directly related with product
characteristics.
• E-Emotionally involved and liked.

22. Target Market
• The main target market of sunsilk is females between the ages
group 16-40 belonging to the middle and lower income
classes.
• Sunsilk target its market o the basis of consumer buying
behavior , Income level and purchasing power of people.

23. Top Shampoo Brands in India
• Sunsilk
• L’Oreal Paris
• Clinic Plus
• Fiama Di Wills
• Dove Nutritive

25. Thank
you