Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group. Sunsilk is Unilever’s 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.

Introduction

1.To know about Sunsilk2.To know about the competetor of Sunsilk3.To know about market position of the Sunsilk4.To know about the marketing strategy & new promotions

Objective

Number 1 in Asia, Latin America and the Middle East

Sales of more than €1 billion a year.

Selling in 80 countries.

Recent Awards: Holds the Guinness World Record for the most heads of hair washed and styled in one day

Key facts

SUNSILK consists of such benifits :Dream soft & SmoothStunning Black ShineLusciously Thick & LongAnti-Dandruff SolutionHair Fall Solution

Benifits

CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE WORLD

The main target market of sunsilk is females between the ages group 16-40 belonging to the middle & lower income classes.

Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people.

Target market of Sunsilk

Classes of competitors: In urban areas, Sunsilk is acting as a market challenger against Head & shoulder.

Competitor review: The major competitor of sunsilk in rural areas is BIO AMLA and in urban areas sunsilk mainly cut throat of Head & shoulder.

Identifying competitors

Market share

Mind Share: 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.

Expanding the total market: Sunsilk is very sensitive to increase its market.

New customers: Sunsilk trying to attract buyers who are unaware of the product or who are resisting it because lack of such features. Sunsilk using market penetration strategy, new market segment strategy and geographical expansion strategy for searching new consumers..

More usage: Sunsilk recently increase the amount, level and frequency of consumption. It also improves packaging and redesigns the product.

Competitive Strategies for Sunsilk

General Strategy:

Flank Attack: Sunsilk can follow segmental strategy. In market Head & shoulders targeting mainly high and middle class people but big portion in lower class consumer could not adopt their product. So, Sunslik can targeting the lower class, who have lower income and launch new product at a lower price.

Competitive Strategies for Sunsilk

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Frontal Attack: Sunsilk can launch new shampoo combining conditioner, anti-dandruff, and shinning in a one product as follow as Head & Shoulders.Bypass Attack: Sunsilk can introduce anti-dandruff shampoo and provide an extra conditioner in a package.

Competitive Strategies for Sunsilk

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Electronics Media Print Media Billboards Giving out free

Samples Advertising Alliance

Communication Tools of Sunsilk

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 captured the 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.

Conclusion