Topics: Marketing, Brand, Advertising Pages: 45 (8916 words) Published: April 17, 2015

Edexcel BTEC Level 5
Higher National Diploma in Business-Human
Resource Management-Management

Marketing Principals
On unit 4

Nadeera Thanushani

Human Resource management Institute
.#246,Nawala Road,Nawala.Sri Lanka


Executive summary

The summery describe the history,mission,vision,purpose, and sunsilk’s 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 strategy for a specific product sunsilk shampoo.This report tells that what are the pricing,promotion, and packing strategy of sunsilk shampoo.It also mentions that what is the version of sunsilk shampoo launch into the market according to consumer need and evaluation. What competitive strategies sunsilk follows is also include in this report marketing programs and promotional activities are clearly and briefly cover in this report.Anther vital elements such as:market challenger,market share and heart share also included here, which helps to understand about consumer perception about the product.Finally in the end recommendation are given that what strategy should follow to meet the strategies and market share of their competitors.


Sunsilk is a hair care brand, primarily aimed at women, produced by the UNILEVER group,which is now considered the world’s leading company and brand in hair conditioning and the second largest in shampoo. Sunsilk is UNILEVER’S leading hair care brand and ranks as one of the ‘billion dollar brands’. Sunsilk shampoos, conditioners and other hair care related products are sold in 69 countries worldwide.


Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countres 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 ingredients allantoin- design to hetp keep the scalp free from infection. In 1961, sunsilk liquid shampoo was re-launched to sunsilk beauty, because ‘liquid’ in the name, originally use to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were noe 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 varients in 2966: the first major shampoo to contained 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 ingridients. Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was develop 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 bottle for the same price. By the early 1970s, sunsilk was manufactured in 27 countries and was the ciosest thing to a global hair care brand. Sunsilk conditioner was launched in 1971 with three variance for dry,normal and greasy hair. In 1973, sunsilk launched and aerosol dispensed setting lotion. An economy size shampoo bottle was introduced in 1974. In 1985 sunsilk styling mousse was launched and two years later a conditioning mousse followed. In 2001, sunsilk moved into the hair colourant market for Asian- type dark hair offering a...
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