Brand-Tracker-of-Sunsilk-to-Calculate-the-Brand-Image
Executive summary
Sunsilk is one of the world 's most popular hair care brands and is currently marketed in more than 50 countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping it contemporary with the changing times and consumer preferences. Objective: To enable brand image measurement of Sunsilk. Methodology: The two models developed are: 1 Model used Instrument of data collection Sample size Brand asset valuator model Questionnaire 25 respondents
2
Model used Instrument of data collection Sample size
Reynolds and Gutman’s “Laddering Method” Laddering/ depth interview 8 respondents
Findings: 1. From Brand asset valuator model The survey revealed that shampoo is a product in which consumers care about their choice between different brands. For the BAV analysis, Sunsilk’s competitor brands are Clinic Plus, Garnier, Pantene and Fiama Di Wills. On the four primary dimensions of the BAV model, the results for Sunsilk are: Knowledge: Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position because of its mass appeal and the association of Clinic (Clinic All Clear with anti dandruff.).Sunsilk is high on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has always taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like ‘life can’t wait’. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed Habib and Samantha Kochhar. Thus, Sunsilk is high on knowledge. Presently, Sunsilk is trying to move up the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that respondents still view Sunsilk as a mass market brand. Esteem: Sunsilk is not very high on esteem, enjoys third position with a 60 percentile. The reason probably could be it is seen more as a mass product and lesser as a premium product. Shampoos like
Sunsilk is one of the world 's most popular hair care brands and is currently marketed in more than 50 countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping it contemporary with the changing times and consumer preferences. Objective: To enable brand image measurement of Sunsilk. Methodology: The two models developed are: 1 Model used Instrument of data collection Sample size Brand asset valuator model Questionnaire 25 respondents
2
Model used Instrument of data collection Sample size
Reynolds and Gutman’s “Laddering Method” Laddering/ depth interview 8 respondents
Findings: 1. From Brand asset valuator model The survey revealed that shampoo is a product in which consumers care about their choice between different brands. For the BAV analysis, Sunsilk’s competitor brands are Clinic Plus, Garnier, Pantene and Fiama Di Wills. On the four primary dimensions of the BAV model, the results for Sunsilk are: Knowledge: Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position because of its mass appeal and the association of Clinic (Clinic All Clear with anti dandruff.).Sunsilk is high on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has always taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like ‘life can’t wait’. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed Habib and Samantha Kochhar. Thus, Sunsilk is high on knowledge. Presently, Sunsilk is trying to move up the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that respondents still view Sunsilk as a mass market brand. Esteem: Sunsilk is not very high on esteem, enjoys third position with a 60 percentile. The reason probably could be it is seen more as a mass product and lesser as a premium product. Shampoos like
Bibliography: www.sunsilk.com www.sunsilkgangofgirls.com www.icmrindia.org youtube.com www.lifecantwait.com www.moneycontrol.com www.hindubusinessline.com www.domain-b.com