Explore

Download
3

Comment

Link

Embed

Save for later of 27

Readcast

SUN SILK

&Its Bran

dingS trateg

ies

Tina Umnia Hussain

Assistant Professo r M.H. School of BusinessPresid ency UniversityJu ly 29, 2010Isfaq

KhanGroup Leader Student of M.H School of BusinessDear Sir, Subject: Submission

on report Sunsil k and its brandin g strategies . This is to inform to you that we are

truly & deeply grateful for being provided this report withall the knowledge during lectures that has further

contributed in my report to understandintricat e aspects of courses that we completed till now.

This report has also given us the prospect to get the overall reflection about

Sunsilk and its branding strategies .Beyond any doubt, this term paper has enriched us with

knowledge & information thatcontributed to elevating our experience. We have given our best effort at

every stage of perception & completion of this report.Theref ore, we pray and hope that you would be kind

enough & aspect this report & obligethereby.Sin cerely, Group: 01

Members of the group:

Md. MahabubAla m ID: 082028025 .IsfaqKh an ID: 082110025 .Farjana

Mukbul ID: 0820 79025 . Mehedi Hasan ID: 082230025 .Sayma Sulta

na ID: 082229025 .

Report on

SUNSI LK & Its

Brandi ngStrat egies

Marketing Manageme nt Course Code: MKT 307

Prepared for Tina Umnia

Hossain Ass istant Profes sor, BBA ProgramM. H. School

of Business Submitted by Md. MahabubAl am

ID: 0820280 25Farjana Mukbul ID: 0820710 25Isfaq

Khan ID: 0821100 25Sayma Sultana ID: 0822290

25Mehedi Hasan ID: 082230025S ubmission

Date: April 7, 2010

SUNS ILK

&Its Brand

ing Strate

gies

CONTENTS
PARTICULARS PAGEL I S T O F I L L U S T R A T I O N S

 .. IVACKNOWL EDGMENT

 .. VE X E C U T I V E S U M M A R Y

 VI INTRODUCTIO N

 ..1 METHODOLOGY

 3 B A C K G R O U N D O

F T H E COMPANY 4H I S T O R Y O F

S U N S I L K SHAMPOO .. 5P O I N T O F P A R I

T Y ( P O P ) 7P O I N T OF DIFFER

ENCE (PO D ) ..7 B R A N D I N G S T R

A T E G Y 8 T A R G ET MARKE

T OF SUNS I L K .. 9I D E N T I F YING COM

PETITORS ..10C OMPETITI VE STRAT

EGIES FOR SUNSILK .. 12C O M M UNICATIO N TOOLS

O F SUNSILK ..14
Sunsilk & Its Branding Strategies
This report describes the history, mission, vision, purpose, and Sunsilks 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 (More)

Download or Print
Add To Collection

28.7K
READS

167
READCASTS

38
EMBED VIEWS

Published by

Mahabub Alam

Follow

Search
TIP Press Ctrl-F to search anywhere in the document.

Info and Rating

Category: Business/Law > Marketing Rating: (1 Rating) Upload Date: 07/28/2010 Copyright: Traditional Copyright: All rights reserved Tags:
sunsilk

Free download as PDF File (.pdf), Word Doc (.doc), Text File (.txt) or read online for free. Flag document for inapproriate content

Download and print this document

Choose a format to download in

.PDF

.DOC Download

Recommended

16 p.

Project on Sunsilk
iilm002 23483 Reads

22 p.

Sunsilk & Branding Srategies powerpoint

Mahabub Alam 12381 Reads

20 p.

Sun Silk
umairsultan5 23696 Reads

Next

More From This User

4 p.

Porter
Mahabub Alam 26 Reads

1 p.

Cover Page
Mahabub Alam 68 Reads

5 p.

Asssignment on O.B.
Mahabub Alam 222 Reads Next

Featured

18 p.

Sneak Preview: Demonologist

Simon and Schuster

370 p.

A Strange Plague Descends

Pantheon Books
$18.95

141 p.

Secrets of Mediterranean Food

BalboaPress
$3.99

Next

Comments

Post comment Mahabub Alam3 years ago Reply 00 Don't forget give a comment. Mahabub Alam3 years ago Reply 00

Don't forget give a comment. Mahabub Alam3 years ago Reply 00 Don't forget give a comment.

About
About Scribd Blog Join our team! Contact Us

Premium
Premium Reader Scribd Store

Advertise with us
Get started AdChoices

Support
Help FAQ Press

Partners
Publishers Developers / API

Legal
Terms Privacy Copyright Copyright 2013 Scribd Inc. Language: English

sunsilk
From Wikipedia, the free encyclopedia

This article appears to be written like an advertisement. Please helpimprove it by rewriting promotional content from a neutral point of view and removing any inappropriate external links. (August 2012)

Sunsilk

Owner

Unilever

Website

http://www.sunsilk.com

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo.[1]Sunsilk is Unilevers leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest inAsia, Latin America and the Middle East and is the number one hair care brand in Pakistan, India, Brazil, Argentina, Bolivia, Bangladesh,Sri Lanka and Thailand.
Contents
[hide]

1 History 2 Milestones 3 First advertising 4 Celebrity associations 5 Magazine 6 Gang of Girls 7 Co-Creation collaboration 8 Availability 9 References

[edit]History

Sedal shampoo bottle

Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956. In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk was also available in such tubes. In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin designed to help keep the scalp free from infection. In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because Liquid in the name, originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form. In 1962, Sunsilk was marketed as a range of shampoos for different hair types. Sunsilk significantly improved product formula and launched new variants in 1966: the first major shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable; shampoo for dull hair, which restored hairs natural shine; lemon shampoo for greasy hair with deep cleansing ingredients. Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was developed which gave hold, even in damp weather whilst still caring for hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out. In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than traditional glass bottles for the same price.

Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In 1973, Sunsilk launched an aerosol dispensed setting lotion. An economy size shampoo bottle was introduced for Sunsilk in 1974. In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every week. In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging design to bring the brand into the 1980s. In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed. In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range of sevenpermanent colours from natural black to copper with purple, red and gold tints. In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to meet womens hair needs and reflect the way women think about their hair. The fake institute (a trademark by Sedal [2]) "Elida Hair Institute" developed the products in response to market research. Each product contained a unique formulation of ingredients, combining the best from natural and scientific worlds to help combat common hair problems.

[edit]Milestones
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.

[edit]First

advertising

Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK, the campaign focused on shiny hair. During the 1960s, a television commercial of Sunsilk featured a tune composed by John Barry, The girl with the sun in her hair, which proved so popular that it was subsequently released as a pop single. Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called Hairy Tales. In the early 1970s, Sunsilk was advertised with the slogan All you need is Sunsilk.

[edit]Celebrity

associations

Madonna, Shakira and Marilyn Monroe all featured in Sunsilk's 2008 advertising campaign Life Cant Wait[3]which launched with a Super Bowl XLII spot. The philosophy behind the campaign was about girls taking positive steps to gain better control of their lives Hair On = Life On. Actress and Model Humaima Malick is the brand ambassador for Sunsilk in Pakistan. Actress and former Model Yureni Noshika is the brand ambassador for Sunsilk in Sri Lanka Actress and former Miss World Priyanka Chopra is the brand ambassador for Sunsilk in India.[4] In 2009, singer Delta Goodrem was announced as the "face of Sunsilk" in Australia. The singer and her music have since featured in several Sunsilk adverts.[5] In 2007, British girlband Girls Aloud launched a campaign for Sunsilk after securing a sponsorship deal worth over 1,000,000.[6] Members Nicola Roberts, Nadine Coyle, Cheryl Cole, Kimberly Walsh and Sarah Harding all represented the brand, which included shooting a television commercial. Sunsilk also sponsored their following tour.

[edit]Magazine
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 new s stands and distributed to hair salons.

[edit]Gang

of Girls

In 2008, Sunsilk India launched a social networking site called Gang of Girls,[7] which offered 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.In 2011, Sunsilk was listed in The Brand Trust Report published by Trust Research Advisory.

[edit]Co-Creation

collaboration

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. For example, Dr Francesca Fusco, a New York dermatologist, co-created a hairfall variant for the brand. The line up also includes: Jamal Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy Charles for Plumped Up Volume, Thomas Taw for Damage Reconstruction, Ouidad for Defined Curls and Yuko Yamashita - inventor of Japanese hair straightening process 'YUKO' - for Perfect Straight.

[edit]Availability
Sunsilk is available in over 60 countries worldwide. However Sunsilk products seem to be no longer available in the United States. The Sunsilk website has a list of countries where their products are sold, the USA is not one of them.

[edit]References

1. 2. 3. 4. 5. 6. 7.

^ http://in.reuters.com/article/idINIndia-51759020100927 ^ International Mark - (604242) ELIDA HAIR INSTITUTE-PARIS ^ [1] ^ http://entertainment.oneindia.in/bollywood/news/2008/priyanka-sunsilk-brand-ambassador-040208.html ^ [2] ^ http://www.dailymail.co.uk/tvshowbiz/article-448286/The-Girls-Aloud-cover-up.html ^ sunsilk.in