Sunsilk Promotion Strategy

Topics: Brand, Advertising, Brand management Pages: 5 (1228 words) Published: February 15, 2013
History of Sunsilk Shampoo
Sunsilk was launched in 1954, in the UK, Sunsilk had quickly become Unilever’s leading international shampoo brand. By 1959, it was available in eighteen countries world-wide marketable devices that identify and differentiate the brand. Brand

Branding Decisions Branding strategy is one of the most vital decisions taking by marketers. It is a strategy, which brings lots of positive feedback for a firm. Indivual name: Unilever follow individual name for setting brand name for their different products, such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care. Brand Elements Brand elements can play a number of brand building roles. Band elements are those trades

Brand elements
Memorable: every consumers mind catches the brand name. Their marketing programs set the brand name in consumers mind. Their short brand name such as: Dove, ponds, Sunsilk are easily memorable. Meaningful: Every consumer has a clear meaning about sunsilk. Consumer thinks about sunsilk as a product which solve their problem relating with hair. Likable: From our research we found that most of the people like the brand verbally and visually. Protectable: The brand name is legally and competitively protectable. The brand retain their trade mark rights and not generic.

Target market of Sunsilk:
The main target market of Sunsilk is females between the ages group 16-40 belonging to thelower and middle income classes. But in their promotional activities, they cover the wholemarket irrespective of these classes.Sunsilk target its market on the basis of consumer buying behavior, income level, and purchasing power of people. For which quantity of the product can be changed according tothe income and purchasing power of the consumers as in case of Sunsilk 120ml and 5ml packs are also available to target low income groups. Traket market of srilanka The main target market ofsunsilk is femalesbe tw ee n theagesgroup16 -40 belonging to themiddle&l ow er incomec la ss es Competitive Strategies for Sunsilk 

Defining the strategic objective:
The Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto. Expanding the total market:

Sunsilk is very sensitive to increase its market. It’s sometime very challenging for a firm toexpand its total market. Sunsilk basically wishes to increase new customer and more usage. New customers:

 Sunsilk trying to attract buyers who are unaware of the product or who areresisting it because lack of such features. Sunsilk using market penetration strategy, newmarket segment strategy and geographical expansion strategy for searching new consumers.Very attractive advertising and other propositional activities perform a vital role in this case. More usage:

Sunsilk recently increase the amount, level and frequency of consumption. Italso improves packaging and redesigns the product. It offers larger package sizes and makesthe product more available. They emphasize more on marketing program, which inform theconsumer about the brand and it frequently develops the product which also spurs new uses. Choosing General Strategy:

1.Flank Attack:
Sunsilk can follow segmental strategy. In market Head & shoulderstargeting mainly high and middle class people but big portion in lower class consumer could not adopt their product. So, Sunslik targeting the lower class, who have lower income and launch new product at a lower price. 2.Frontal Attack:

Sunsilk can launch new shampoo combining conditioner, anti-dandruff, and shinning in a one product as follow as Head & Shoulders. 3.Bypass Attack:
Sunsilk can introduce anti-dandruff shampoo and provide an extraconditioner in a package. Identifying competitors
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