Sunsilk
Sunsilk
Sunsilk
CONTENTS PAGE #
Company Objectives. 04
Product 06
Price 10
Promotion 12
Distribution 15
S.W.O.T Analysis 16
Recommendations 18
LEVER BROTHERS PAKISTAN LIMITED
Product History:
Sunsilk was introduced in 1989 in Pakistan with three
variants related to hair types. Endorsement of a hair stylist
was the first step in building the image of the brand as a hair
care expert.
Target Market:
Their main target market is females between the age
group 16-40 belonging to the two upper income classes. But
in their promotional activities, they cover the whole market
irrespective of these classes.
Competitors’ Review:
The major competitor of Sunsilk in the rural areas is Bio
Amla while in the urban areas, Sunsilk faces cutthroat
competition with P&G.
Packaging:
The packaging design for the New Sunsilk range is
extremely exciting and has been developed by Brown Inc.
UK. The packaging makes the brand look expert and
modern. This packaging makes the brand look more
contemporary and hi-tech. It ensures more emphasis on the
variants that have already been a part of the product but
never been communicated to the customer that well. This
new packaging has clearly identified that there is a separate
product for each hair type.
Currently, the range consists of:
36.36%
30.30%
12.12% 12.12%
9.09%
Advertisement objectives:
The advertisement of a product should follow the smile
approach that is:
S - Simple
M - Memorable
I - Interesting with relevant information
L - Linked to the brand
E - Emotionally involved and liked.
Advertising strategy:
A product’s particular advertising strategy also depends
on the level of competition involved with each product. For
example shampoo ads previously used to provide emotional
benefits but when P&G entered the shampoo market with it’s
shampoo Pantene, it revamped the whole situation, Pantene
ads promoted the shampoo’s functional benefits, which
greatly appealed the consumers. Levers seeing this trend
changed its advertising strategy for Sunsilk so that Sunsilk
advertisements also promoted the shampoo’s functional
benefits.
Advertising Evaluation:
Lever also carriers out on extensive evaluation process.
Target audience rating points are used to evaluate a
product. Households are monitored in various cites to get
consumers response and feedback.
54.55%
33.33%
12.12%
STRENGTHS
WEAKNESSES
THREATS
RECOMMENDATIONS