building brand equity- sunsilk sri lanka

BUILDING BRAND EQUITYSUNSILK SRI LANAKA

About Sunsilk• Sunsilk is a brand is a well-established and successful brand over

decades. It was launched in the UK in 1954, and by 1959 it was available in 18 different countries worldwide.• At the time, Sunsilk had an advantage over other shampoos.• Sunsilk began its first television advertising in 1955.• Sunsilk has appointed their brand ambassadors very effectively.• Sunsilk comes throughout over 80 nations around the world

throughout the world.• It truly is that is generated by the actual Unilever Company.

Industrial Analysis of Sunsilk ShampooInternal analysis

• Parent Company - HUL (Unilever)• Category - Personal Care – Hair Care• Sector - FMCG• USP - Popular hair care brand having product for all

types of hair

SWOT AnalysisStrengths-Launched in 1964, with a presence of over 80 countries -various variants to suite every type of hair -Number 1 in Asia, Latin America and the Middle East -brand ambassadors lead to excellent branding Weaknesses-Competition intense in the hair care segment

• Opportunities-Improve their community for Sri Lankan girls -Sunsilk Co-Creations

• Threats-Multiple competitors -Not prevalent in the rural markets -Competition from in-house brands like Clear, Clinic Plus

Competitor AnalysisSunsilk is one of the products of “Uniliver” group and it is a hair care brand that focuses on the women of the society. Direct Competitors• Head & Shoulders• Dove• Clear• PanteneIndirect competitorsIndirect competitors of Sunsilk are soap and traditional hair treatments

Segmentation• Segmentation may be carried out on the basis of descriptors such as geographic• divide the markets into different geographical units such as nations, countries, regions and

density (urban, suburban, rural) demographic• Age and life cycle stage• Gender• Income

Psychographic• Sunsilk with social class as this product will target middle class, upper middle and lower class.

Behavioral• . Sunsilk divided the market into five groups based on benefit. - Segment “A” – Who need nourishment for normal hair- Segment “B” – Who need a rich black shine for dull hair- Segment “C”- Who need extra body and volume for thin and limp hair- Segment “D”- Who need conditioning, extra shine and style for dry hair- Segment “E” – Who need oil free hair for oily air type that looks flat

and greasy due to the excess of moisture.

Targeting• Sunsilk their main target market is females between the 16-40 age’s

groups.• Sunsilk target its market on the basis of consumer buying behavior,

income level and purchasing power of people

Positioning• Brand positioning refers to target consumer’s reason to buy in preference to others.• sunsilk position as the “Hair Expert”• POP- Dream soft and smooth- Stunning black shine- Antidandruff solution- Lusciously think and long- Hair fall solution• POD- Sunsilk is Co-creation formula created by experts. They came with this idea to grab the market and to be superior in the market

Sunsilk Brand story• Brand name• Brand Icon (shape, color, font, slogan, and Tag line)

How they handle brand equity.

• ATL Campaign• Tv• Radio• Newspapers

• BTL Campaign• Sunsilk Hadakari (with hair experts and 350,000.00 target audience.)• Sunsilk hair story (with Ramani Fernando)• Sunsilk mobile saloon• Sunsilk General trade activation• Sunsilk Shopper trade activation• Sunsilk Consumer promotion• Door to door Campaign• Sunsilk mobile saloon truck• Posters• Hordings

• TTL Campaign• Facebook promotion Campaign• Pop up advertisements• Web page promotion• YouTube advertisements

Activity Awareness Association Loyalty Perceived quality

Tv ads + +

Radio ads + +

Newspaper ads + +

Sunsilk Hadakari (with hair experts and 350,000.00 target audience.)

+ + +

Sunsilk hair story (with Ramani Fernando)

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Sunsilk mobile saloon + + +

Sunsilk General trade activation

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Activity Awareness Association Loyalty Perceived quality

Sunsilk Shopper trade activation

+ +

Sunsilk Consumer promotion + +

Door to door Campaign + + +

Posters + +

Hordings + +

Facebook promotion Campaign

+ +

Pop up advertisements + +

Web page promotion + +

Youtube advertisements + +

Recommendations

• Reduce expenses on current advertisements• Increase awareness of repositioning the branding• Increase brand loyalty through social responsibility activities

example: link brand sunsilk with trial • Drive product according to consumer preferences • Build relationship with hair dressers

Thank You