Iilm Institute of Higher Education

ARKETING MANAGEMENT
ASSIGNMENT ON
4 P ANALYSIS OF SUNSILK
PRODUCT
A product is anything that can be offered to a market to satisfy a want
or need, including goods, services, experiences, events, persons, places,
organizations and ideas.
SUNSILK
Sunsilk is a hair care brand, primarily aimed at women, produced by the
Unilever group. Sunsilk is Unilever’s leading hair care brand.
Customer Value Hierarchy

The marketer addresses five basic product levels.
SUNSILK fulfills the third level “EXPECTED PRODUCT”
 Besides the basic requirement of clean hair, it fulfills the

expectations of the customers
 It comes in different variants as per the requirements like for
shiny hair, thick and strong hair, hairfall etc.
PRODUCT CLASSIFICATION
On various criteria’s
 DURABILITY AND TANGIBILITY- Sunsilk is non durable good,

consumed within few days and is purchased frequently.
 CONSUMER GOODS – It falls under CONVENIENCE goods,
purchased frequently with minimal efforts. And subsequently falls
under STAPLES which are goods purchased on regular basis.
PRODUCT DIFFERENTIATION
To be branded, products must be differentiated.
 FORM- Sunsilk can be differentiated by its shape and physical

structure.
 FEATURES- Sunsilk has different colours for its different variants
which distinguish them from each other.
CUSTOMER REVIEW OF SUNSILK

PRODUCT MIX
It falls under the PRODUCT LINE of Hindustan unilever.
In its PRODUCT DEPTH it can be offered in a large number of variants

distinguished by colour assigned to each.
PRODUCT DEPTH
 PINK-Thick and long.
 BLACK-For shiny Hair
 ORANGE- reconstructing hair surface and filling cracks.
 YELLOW- Soft and smooth.
 GOLDEN- Hair fall solution.
 BLUE – Anti dandruff.
PACKAGING
 The packing design of new sunsilk range is extremely exciting and
has been developed by BROWN INC. UK.
 The packaging makes the brand looks expert and modern.
 This packaging makes the product 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.
BRANDING
CO-CREATION BRANDING
From 2009 Sunsilk started working with a number of professional hair
"experts" to develop new and improved products. Each hair “issue"
variant links to an "expert” with the relevant specialist hair knowledge.
For example, Dr Francesca Fusco, a New York dermatologist, co-created
a “hairfall” variant for the brand. The line up also includes: Jamal
Hammadi for Black Shine, Rita Hazan for Vibrant Colour, Teddy Charles
for Plumped Up Volume, Thomas Taw for Damage Reconstruction,
Ouidad for Defined Curls and Yuko Yamashita (known for Japanese hair
straightening) for Perfect Straight
PLACE
Distribution Objective:
“ To reach as many towns and villages as we can”.
HINDUSTAN UNILEVER has 150 distributors whose function is to sell to

wholesaler s directly. There are different distributors for different
areas. They are carefully selected and their performance is constantly
evaluated.
These distributors are given clear instructions regarding the selection of

the retailer and to make sure that the retailer;
 knows about the significant characteristics of the product.
 places the product along with its major competitors like PnG.
 displays the sachets distinctly.
They give off and on offers as trade promotion incentives to their
distributors. THE distributors contribute to the promotion of sunsilk by
word of mouth
 Being a mass product with a market penetration of about 90%
 Sunsilks aim is to be the supplier of choice for its customers and

to ensure that consumers have ready access to its products
through different distribution channels.
 Unilever makes sure that the product reaches every consumer no

matter where he is located.
 Reaches the end consumer through retailers, supermarkets and
small stores.
 Its easy availability is of the factors that determines its high

consumer demand.
PROMOTION
PROMOTION STRATEGIIES FOR SUNSILK

 Build top of the line consumers’ awareness.
 Creating a personality of the brand.
Besides having these general objectives, the advertising objectives are

set avoiding to the advertising strategy for each product, e.g. Sunsilk
advertising objectives since it was being re- launched were:
• Toincrease the usage.

• Conditioning benefits.
• Makes the hair appear clean and shiny.
• Imparts a feeling of freshness-due to fragrance.
• Easy to manage, silky, soft hair.
• Unique shampoo for every hair type.
• Effectively communicate brand promise.
Promotional strategy :-
 Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’

were launched to attract women to the brand.
 Sponsored short films that were broadcast during popular
television shows.
 Media platforms used
 Print media
 internet rural campaign
 Promotion of the products in the sunsilk range through movies

such as
“Fashion”.
 Sunsilk has come up with a new promotional campaign GOOD

HAIR DAYS in six major cities in collaboration with famous hair
stylists of the country.
 Hoardings
 Sponsorships
INNOVATIVE AND UNIQUE STARERGIES IMPLEMENTED BY
SUNSILK IN INDIA
 Hindustan Unilever launched the Gang of Girls website in June

’06.
 “India’s first online girl community concept.”
o Gang of Girls site pushed online and via TV and print.
o Lots of media mentions as it as a “successful branded
space.”
o Direct contact with target audience.
o Gang of Girls events at 60 college festivals, malls and
multiplexes across India.
o Sunsilkgangofgirls.com benefited from redirect from
Sunsilknaturals.com.
This site has 100,000 registered users and very similar features.
 Hindustan Lever claims 2,500,000 registrations to Gang of Girls
site --
• 25,000girl gangs
• 200 million hits
• 12-13 million page views every month
Company taking benefits of new web 2.0 technologies ranging from

blogs to power of social networking.
 “As far as brand is concerned plus side for sunsilk here is ability to
use
power of technology to position brand successful and create
following
among niche users whom must have generated enough feedback
for the
brand to understand demographic served. Other brands need to
take a cue from here and understand how web can be used as an
effective brand delivery/promotion tool.”
-HUL EXECUTIVE
PRICING
VALUE BASED PRICING –
The present strategic move is designed to offer value to users

of shampoo bottles.
 Being a market leader, Sunsilk has the advantage to

set the market price..
 Due to excessive competition HUL slashed prices of its
SUNSILK NATURAL BRAND.
 The company has affected price cuts between 7.5 to 15 %
across price sizes. While retaining the 40ml size at Rs 10 and
also the sachets at price points of 50 paise, Re 1 and Rs 2.
VOLUME PRICE
125 Ml Rs 50
100 Ml Rs 37
200 Ml Rs 70
400 ml Rs 125

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ARKETING MANAGEMENT

Customer Value Hierarchy

SUNSILK fulfills the third level “EXPECTED PRODUCT”

 Besides the basic requirement of clean hair, it fulfills the

 DURABILITY AND TANGIBILITY- Sunsilk is non durable good,

 FORM- Sunsilk can be differentiated by its shape and physical

CUSTOMER REVIEW OF SUNSILK

In its PRODUCT DEPTH it can be offered in a large number of variants

HINDUSTAN UNILEVER has 150 distributors whose function is to sell to

These distributors are given clear instructions regarding the selection of

 Being a mass product with a market penetration of about 90%

 Sunsilks aim is to be the supplier of choice for its customers and

 Unilever makes sure that the product reaches every consumer no

 Its easy availability is of the factors that determines its high

PROMOTION STRATEGIIES FOR SUNSILK

Besides having these general objectives, the advertising objectives are

• Toincrease the usage.

 Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’

 Media platforms used

 internet rural campaign

 Promotion of the products in the sunsilk range through movies

 Sunsilk has come up with a new promotional campaign GOOD

 Hindustan Unilever launched the Gang of Girls website in June

Company taking benefits of new web 2.0 technologies ranging from

The present strategic move is designed to offer value to users

 Being a market leader, Sunsilk has the advantage to

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