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Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countries

worldwide.

Elidor, Seda and Sedal

In the intial years,it was a cosmetic beauty shampoo.

Launched in India in 1964 in the form of Sunsilk Hair Spray.

Could be easily removed from hair by brushing .

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Consumer Behaviour1. Highly suspicious and resistant to change

2.Common myths regarding long term hair damage

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1980-2000

Sunsilk Blackshine-Long and shining hair.

First to launch a two-in-one shampoo in 1987.Also the first to introduce a transparent sachet for rural population.

Sunsilk Purple and Sunsilk Salon treatment-Expert haircare.

Variants:Sunsilk Black

Sunsilk Pink

Sunsilk Fruitamins

Brand positioning reinforced by expert haircare ambassadors like Naina Balsaver,Coleen

Khan,Samantha Kocchar and Jawed Habib.

Providing hair solutions through mail.

Interactive hairwash and salon contact programs.

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2000-2008

2003-Sunsilk brand relaunched as Sunsilk Naturals.

Also launched a website-sunsilknaturals.com

Was a big believer in the use of technology as

1. Progressive generation receptive to new information mediums.

2. Rising Incomes.

Opportunity for segmented products catering to hair types.

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Gang ofGirls

Launched on 17th of June 2006.

5lakh registrations in first 6 months. 30,000 gangs.

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RigorousMarketing gimmicks-

360-degree approach print,broadcast,networking and outdoor media.

The efforts to take the GoGwebsite to the ground began in late 2006 when HLL conducted a

Sunsilk Hair Bars (SHB) event in Delhi. SHBs were like a live version of the GoGwebsite.

Mumbai event Test driving and navigational skills of girls.

To spread awareness amongst young girls,it increased its presence in college

festivals,multiplexes and conducted mall activation programmes.

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39.9

2.7

7.911.5

13.5

24.5

Market Share

Clinic

SunsilkHead and Shoulders

Pantene

Rejoice

Others

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