Sunsilk Shampoo ReportPage 1 Page 2 S NO Topic Page No. 1. Executive Summary 04 2. Introduction & History 05 3. Mission and Objectives 6 4. Market Situational Analysis 8 5. Launching and Marketing Strategy 11 6. Marketing Mix 14 7. Branding 15 8. 9. 10. Promotion IMC 19 20 21-28 11. Public Relation and Campaigns Advertising Strategy 12. Electronic Media 30 13. Below the line Marketing 31-33 14. SWOT Analysis 34 15. Conclusion 35 16. Sources 37 29 Page 3 It is a brand of Unilever. Sunsilk brand is sold in more than 69 countries world-wide. The top shampoo brands in Pakistan include Sunsilk.000 crore. Mostly consisting of three kinds of shampoos cosmetic. The company that leads the shampoo market in Pakistan is Unilever Pakistan Limited. the shampoo market in Pakistan has managed to tap users of the various segments according to their requirements and preferences.5003. The shampoo market in Pakistan is categorized according to the benefits they provide. Dove and Clinic are produced by ULP. Page 4 . herbal and anti-dandruff. Being are cent progress the growth of shampoo or rather the penetration levels of shampoo in the Pakistan has been commendable. Sunsilk was introduced in Pakistan in 1989. Since its very inception the brand was a best seller. The other recent brand that has taken the Pakistani personal care industry by storm is Pantene. Proctor and Gamble the second top shampoo brand in Pakistan holds a market share of around 25% in the Pakistani shampoo industry. A product of FMCG giants Proctor and Gamble Pantene has slowly and steadily managed to capture quite a large amount of the Pakistani market. It is said that ULP earns almost 8% of its revenue from the sale of these products. The introduction of shampoo in Pakistan dates back to the British reign in the country. It targets the segment on women of 16 to 40 years of age having middle or upper income class.Executive Summary Sunsilk is a brand that provides the hair care facilities. Clinic Plus. The company holds a 44% market share in the Pakistan shampoo industry. Its main competitors in the market are Pantene and in rural areas Bio-Amla. Dove and Pantene. The shampoo market in Pakistan is estimated to be Rs 2. As far as penetration of shampoo in the rural areas is concerned it has risen by almost 18% in the current scenario. Due to the continuous efforts of the top shampoo brands in Pakistan penetration of shampoos in urban areas is almost 100%. The top three most sought after brands Sunsilk. That is among the world’s most significant popular and properly beloved hair attention model. the largest consumer goods producing company in Pakistan. Lux and Fair & Lovely. Sunsilk Sunsilk is one of the world’s biggest. was incorporated here in 1948 and started building their factory at Rahim yar Khan. Latin America and the Middle East and is the number one hair care brand in Brazil. It absolutely was introduced throughout 1989 throughout Pakistan having 3 variant related kinds of shampoo or conditioner. It has gained a major market share due to the introduction of quality brands Sunsilk. This factory was inaugurated formally in 1951 by the then governor general of Pakistan. Lifebuoy. Right now. this is considered the globe's primary organization and brand throughout hair fitness and the minute major throughout hair shampoo. mostly aimed towards women. Sunsilk launched in the Great Britain throughout 1954. Argentina. Sri Lanka and Thailand. The brand is strongest in Asia. Endorsement of a hair stylist was step one throughout creating the actual picture from the brand as being a hair care expert. LBPL moved into the Personal care product business in 1981. and through 1959 it had been for sale in 18 diverse nations around the world worldwide. HISTORY Sunsilk is a hair care brand. It truly is that is generated by the actual Unilever Company. New Sunsilk is fresh and engages the consumer through its life can’t wait campaign which is the next chapter of the brand and is the first global campaign for Sunsilk in its History. and ranks as one of the “Billion Dollar Brands".Unilever Pakistan SUNSILK Lever brothers Pakistan limited LBPL. Sunsilk is Unilever’s leading hair care brand. and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". LBPL is committed to investment and modern production facilities thereby contributing to economic growth and employment opportunities. Sunsilk will be Unilever’s primary hair care brand. With the rivalry from community and international businesses on account of justification connected with excise obligations. Sunsilk has not been competent to acquire the required write Page 5 . Bolivia. well known and well -loved hair care brands. PFDC Fashion Week Corporate Mission and Objectives Mission: The new Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality. conditioners. 2008 – Social networking site Gang of Girls was introduced in India. 1954 – Sunsilk first launched in the UK. assessment of the concept in term of its acceptability. 1955 – First advertisement of Sunsilk appeared on TV. 1975 – Sunsilk became the biggest name in hair care. and therapy and conditioning items. 2009– Co-creation expert formula used 2010-2013--. credibility and perceived benefits that it offers a healthy choice shampoo alternative to the targeted customer.about available in the market. 1968 – Sunsilk shampoo re-packaged in PVC bottles. the importance of a hair shampoo for oily hair was seen and so they released a whole new variant connected with Sunsilk getting citrus fruit ingredients. 1971 – Launch of Sunsilk conditioner. 2003 – Sunsilk glossy magazine launched in Argentina. Throughout 2001. due to continuous analysis of these related hair care institutes. Sunsilk comes throughout over 80 nations around the world throughout the world – assisting numerous women remedy their very own hair care that has a distinctive and innovative choice of shampoos. The name of the product shall be anchored around the motto: “Softness Shine and Manageability of Hairs” Page 6 . To help improve the actual brand. LBPL made a decision to relaunch Sunsilk that has a quality assortment consisting of four versions throughout Jan 2000. 1964 – Launch of Sunsilk hair spray. The mission statement of Sunsilk offers the clear guide the product market of the firm by providing the information about the product features and also saying that it fulfill the need of the customer and provide the high quality. Progress of sunsilk’s different product is reviewed after each month on the basis of their strength and limitation analysis. No one of the single firm cam attain the name if they don’t have a proper planning. Examine consumer’s assessment of the product.in terms of product performance and related benefits. Understanding consumers perception of quality advertisement in term of its impact Sunsilk is one of the big names in playing the market. credibility and perceived benefits. Assess the concept of product acceptability. earning per share. financial costs. The reports are also generated after each month. taxes. restructuring and disposals. Review Corporate Progress Balanced growth in volumes ahead of Sunsilk markets reflected continuing strong performances in Pakistan. It is reasonable to assume that these different objectives of different competitors predetermine some of their strategies and tactical behavior. between growth and assets and growth in earning. acquisitions and cautionary statement are provided in reviewing process. Different consideration are provide like impact of sale. 3. objective and purposes. semiannually and annual basis. between growth and cash flow. Market Situation Analysis Situation Analysis: Page 7 . 1. Objectives: Neither our on nor our major competitor’s objectives are simple or clear. 2. Explore consumers reaction towards packaging 4. between proportion of earning paid to shareholder as dividends or reinvested. consumer confidence. quarterly. The objectives are set according to the time frame as it is mentioned earlier. There are many choice between short term and long-term profit. Sunsilk is challenger in the market because p&g product captured a lot of market due to a great deal of advertisements. Company Competitors Customers Company: Sunsilk is the brand of Unilever Pakistan. finance. Unilever is ruling world market with share of 70%. 1. In Unilever suppliers are considered as the partners of the organization so there is a mutual relationship between suppliers and the company that is beneficial for both.In situation analysis of sunsilk we will see the 3 Cs. Competitive Environment and Market Analysis While we see the competitive environment and the market we found two types of competitors. The main focus of Unilever is the one that is Customer Satisfaction. Competitors Analysis: The main competitors of the sunsilk brad are the P&G product Pantene and head and shoulders. Unilever not only provide the products but also provides the information regarding health and nutrition. While looking at the company we see that Unilever has different areas to work like accounting. In production Unilever produces food. home and personal care products. While on the other hand in rural areas Bio Amla is just competing with that it is less costly but still Bio Amla quality is far away from Sunsilk. But other competitors are Bio Amla in rural areas only. marketing and production. Indirect Competitors Page 8 . In urban area where Sunsilk face competition with Pantene. Direct Competitors 2. credibility and perceived benefits that is prefers a healthy choice shampoo alternative to the targeted consumer. Competitive strategy and advantages Definition of strategic objective: The sunsilk shampoo aims at fulfilling the needs of its target market by offering high quality assessment of the concept in terms of its acceptability.Direct competitors are those who are competing in term of product category these include Pentene. Sunsilk basically wishes to increase new customer and more usage. Expending the total market: Sunsilk is very sensitive to increase its market. Core Competitor of Sunsilk: Pentene: Pentene is product of Proctor and Gamble Pakistan Ltd the main competing company of Unilever Pakistan Ltd. The direct competition is having a part of 75 % in over all competitive environments. Indirect competitors are those competitors that share a small number of competition. It’s sometime very challenging for a firm to expend its total market. These are basically the substitutes of the product. These include soaps and non branded shampoos. New customers: Page 9 . According to a surveys of retail stores sale of pentene is more than 75% then Sunsilk. The share of indirect competition in the market is 25%. Head and Shoulders etc. The theme of the product shall be anchored around the motto. It is also improves packaging and redesigns the product. Sunsilk using market penetration strategy. It offers larger package sizes and makes the product more available. Launching & Marketing Strategy: Sunsilk marketing strategy basically revolved around the well-known four P’s of the marketing also known as the marketing mix. These are innovations in products. which inform the consumer about the brand and it frequently develops the product which also spurs new uses. Sunsilk Lusciously Thick & Long Shampoo. Customers Analysis: Sunsilk has different product categories that include Sunsilk Hair Fall Solution Shampoo. reasonable price. Very attractive advertising and other propositional activities perform a vital role in this case. In Pakistan and Asian countries Sunsilk Black Shine Shampoo demand is more than the demand of other categories. Pool of customer’s preferences is as under. New market segment strategy and geographical expansion strategy for searching new consumer. level and frequency of consumption. More usage: Sunsilk recently increase the amount. They emphasize more on marketing program. the area Page 10 .Sunsilk trying to attract buyers who are unaware of the product or who are resisting it because lack of such features. Sunsilk Stunning Black Shine Shampoo. Sunsilk Damaged Hair Reconstruction Shampoo and Sunsilk Anti-Dandruff Solution Shampoo. Sunsilk Dream Soft and Smooth Shampoo. Under her marketing recommendation sunsilk is touching the height of the market. the marketers. Though such products have existed in other Muslim countries such as Malaysia. There are a lot of changes occurring in the market. entrepreneurs and owners may have different strategies to improve their promotional or marketing strategy performances for the success of the organization in the future The main focus of any organization is to earn the profit but with specialized marketing activities this would seem to be a dream. working women who economized when looking good. In response to the customer requirements sunsilk lounged different conditioners. At the very start it was focusing on the different countries and was focusing to address the hair issues. She is responsible of all the marketing activities of sunsilk in Pakistan. For this reason. Ms Sadaf Javed is the brand manager of sunsilk. Gang of girls etc. Sunsilk shampoo corporate planning is specified in term of marketing. The success of the organization highly depended on the promotion that directed for the interest of the customer. an advertisement must capture its target audience’s attention immediately. fashion-conscious. Pakistani firms have started catering to the more conservative segments of society. The first product implying this evolving market trend is Sun silk’s shampoo for ‘covered hair’. After that different campaigns like “life can’t wait”.where to target the market and selecting the mode of promotion. Indonesia and Page 11 . advertising agencies use new and creative methods to promote their products in previously untapped markets. to be successful. But due to low level of advertisement its market was declining. By recognizing what factors to improve. As the time passes the customer want variety in one product. ranging from men’s beauty products to products for women who don head scarves. A common rule in the advertising world is that. A potential buyer must be able to view a better and more refined version of reality and also be able to relate to the circumstances portrayed in the advertisement. Recently. Then sunsilk started a new campaign in which they tried to focus the youngsters and the target audience was also defined as single. The first thing is the increasing the number of different products that are substitute to the sunsilk shampoo. A lot of campaigns sunsilk did in order to maintain its share in the market. they also had to keep in mind the basic ground rule for advertising.Egypt (introduced as Safe Hair-shampoo designed for veiled women). Hierarchy in Unilever Pakistan is as under The hierarchy in functional departmentalization is as under. Page 12 . Besides thinking extensively about how to advertise the shampoo. according to Fareshteh Aslam Brands and External Communications Manager Unilever Pakistan. look at the market pattern and then see how we can cater to the demands through our resources. The team that planned out the whole campaign had to be mindful of Pakistani society.” Aslam states that this shampoo had been in the global Sunsilk market for a quite some time and was in high demand in countries such as Indonesia. The launch of this shampoo in Ramazan proved fruitful for the brand’s image as well as the product. but Aslam explains that it was being planned for many months. which is to “respect the lifestyle of each market”. “We listen to the consumer. the team thought that it was high time that Pakistani women. the Pakistani market is comparatively new but highly accepting of this new trend. Sunsilk launched its Lively Clean and Fresh shampoo for covered hair in Pakistan around two months ago and according to Aslam. also get a fair chance to have ‘lively and fresh’ hair. who cover their head. Therefore. “the product has been highly successful”. There is a flexible environment in organization. The must be and easiest available sunsilk product to the target consumer Awareness about the uncommon the product Reduce the cost Page 13 . SUNSILK Color Shampoo is delivering Consumer Promise Slogan: Slogan is tags line that company use to make its customer easy to remember its product. Distinctive qualities SUNSILK Color Shampoo is not only a hair color shampoo but a dandruff removing shampoo also. SUNSILK Color Shampoo is suitable for all types of hairs. Official SUNSILK Slogan Because Life Can’t Wait Color Shampoo Slogan Live in Colors SUNSILK Colour Shampoo Marketing Objectives: Establish a strong brand image and consumer loyalty. There is a narrow span of control and a strong communication between different departments.In unilever Pakistan there is a decentralized structure. Point of parity: For an offering to achieve a point of parity on a particular attribute or benefit. The major competitor of sunsilk in rural areas is BIO AMALA and in urban areas is Head & shoulder. sufficient number of customers must believe the brand is good enough on the dimension like other Sunsilk consist of such POPs are Dream soft and smooth Stunning black shine Lusciously thick & long Anti-dandruff solution Hair fall solution Dream soft and smooth: Turn rough dry hair to soft smooth hair from the first wash with almond oil energizers. it’s give deeper shiner from the first wash. Page 14 . Stunning black shine: Enriched with Amla pearl energizers. Sunsilk exist in pure competition. Maintain positive strong growth in starting year Marketing Mix: Product Dream Soft and Smooth Stunning Black Shine Anti – Dandruff Solution Hair Fall Solution Lusciously Thick and Long The main target market of sunsilk is females between the age of 16 to 40 years belonging to lower and middle income groups but promotional activities cover the whole classes. In urban areas sunsilk acting market challenge with head & shoulder. Sunsilk has got the advantage of keeping their prices lower than P&G but P&G has capture. The Bio Amla shampoo is offer in low price so attract the rural areas customers. unilever follow individual name for setting brand name for their different products . London. Anti-dandruff shampoo: Give total free hairs from dandruff. It’s a strategy which brings much positive feedback for a firm.now today branding issue a force that hardly anything goes unbranded . Branding Branding strategy firm: The branding strategy for a firm reproduce the number and nature of common and different brand elements applied to the different product sold by the firm. They came with this idea to grab the market and to be superior in the market. Sunsilk started working with a number of professional experts to develop new and improved products. Hair fall solution: Ginseng & soya energies boost hair strength to visibly reduce hair fall due to breakages.Lusciously thick and long: Makes hair looks thicker and long with nourishing yoghurt protein energizers. Unilever get a major advantage of an individual name strategies that a company does not tie its reputation to the products . Los Angles. the brand must demonstrate clear superiority. Sunsilk PODs is Co Creation. Tokyo.if any brand fails or appears have to low quality the company names or images are not effect and hurt. Sunsilk teamed up seven global hair experts bring the world’s first co created product range for all specific hair types hailing from fashion hubs the world New York.like sunsilk shampoo . ponds. Branding strategy involves deciding the nature of new and existing brand elements to be applied to new products. Paris. Point of difference: The point of difference. Brand decisions: Brand strategy is one of the important decision making by marketers. Page 15 . The first decision is whether to develop a brand name for a product . fair &lovely . Meaning-full: The meaning must clear about the product.the marketing program set the brand name in consumer mind .the short brand name such as dove . Market choose brand elements to build as much brand quality as possible . meaningful . sunsilk are very easily memorable. Likeable: Through research we find many people who like the brad verbally and visually Protectable: The brand name is must legally an competitively protectable.brand elements are those trade mark able devices that identify and different the brand .most strong brands employ multiple brand elements.we describe those element in short there are following Memorable: Every consumer mind catch the brand names .Brand elements: Brand elements can play role a number of brand buildings .pond.brand element such as possible memorable.likeable .The brand Page 16 . Consumers think this product sothe problem of hair or related with its problems’.adaptable and protectable . avoid the wrong or inferior name. They carefully selected and evaluated on daily basis. When initial price is determined. Price: Unilever claims to practice value based pricing in which customer perception of the product price provides a starting point for the developing of product mix of the product. Unliver in Pakistan uses a 150 distributors whose function is sell to wholesalers directly. Their distribution objective is to reach in many towns and villages as they can. HUL then uses target costing in order to achieve the required profit.retain the trade mark rights Adaptable: very different pack size and new formulas are easily accepted by consumer. Page 17 . 100 & Rs. Distribution Market coverage Strategy: For SUNSILK Color shampoo “inclusive” market coverage strategy is adopted. The sunsilk sachets price is 5 rupees shows how the price also reflect the convenient for consumer. There are different distributors for different areas. Every retail store. super store and beauty salon is member of distribution network. Place: Sunsilk target both urban and rural areas. This price is using the focus groups. Unilever introduce a smaller (100ml) for lower income groups and rural areas. They have struggled hard to adopt such channels that guarantee the perfect results regarding the placement of the product. Sunsilk has a very good distribution network all over the world. HUL claims to practice value based pricing in which the customer perception of the product price provides a starting point for developing the marketing mix of the product. Sunsilk is also available in Rs. The brand name and product easily acceptable in the market . 200 bottle to cater to the demands keeping in mind the wants of this particular segment. small in rajshahi 2. family-size and family life cycle. The distribution must be known following things.largestdisplay store in Dhaka. Know about the significance characteristics of the product. lifestyle or personality characteristics Packaging: The packaging design for new sunsilk range is exciting and makes the brand look modern and contemporary.states. Display the sachets distinctly. Unilever has 150distribution whose function is to sell wholesaler directly . Page 18 . Nation. occupation. Variables for segmenting consumer market 1.Distribution objective To reach as many towns and villages as we can.they are clearly performance is constantly evaluated. Geo graphics segmentation. generation and nationality. Place the product along with its major competitors like P&G. Psychographics segmentation: Social class.regions. education and religion. gender.medium in Chittagong. Demographic segmentation. income. Age. And give the incentive to the distributors.cities. 3. Mostly popular and widely used bases. race. This new range has clearly identified there is a separate product for each hair type. Besides having these general objectives. · Makes the hair appear clean and shiny. · Conditioning benefits. ATL.g. Sunsilk advertising objectives since it was being re-launched were: · To increase the usage.PROMOTION: IMC. Page 19 . e. the advertising objectives are set avoiding to the advertising strategy for each product. BTL Build top of the line consumers’ awareness. To create a personality of the brand. ·Imparts a feeling of freshness-due to fragrance. different innovative campaigns to become credible. free standing displays Samples Premiums The elements that sunsilk uses are advertising.· Easy to manage. events and experience. · Unique shampoo for every hair type. publicity and internet marketing. coupons or rebates Personal selling sales people either make “cold” calls on potential customers and/or respond to inquiries In-store displays (good displays. PR department of Sunsilk does different activities. on more desirable display spaces. Integrated Marketing Communication: Imc involves the idea that a firm’s promotional efforts should be coordinated to achieve the best combined effects of the firm’s efforts. Promotion involves a number of tools we use to increase demand for the product. sales promotion. PR and publicity Public Relations: Sunsilk has good relationships to the public and giving them quality products. · Effectively communicate brand promise. Above the line marketing (ATL): Above the line marketing mainly includes –advertising. soft hair. prominently. Page 20 . silky. The most well-known component of promotion is advertising but we can use tools such as Public relations (the firm’s staff provides information to the media in the hopes of getting coverage) Sales promotion consumers are given either price discounts. Life Can’t Wait "Life Can't Wait" is a new fight by Sunsilk that intends to urge young females to seize open doors and live throughout today. introduced in USA which is about “Therapy for Hair”. PFDC Sunsilk Fashion weeks Also Sunsilk celebrates a fashion week in Pakistan every year. sweat and environment. Sunsilk accepts that you can get the most out of life when you trust in marketing and promoting things happen. Hairapy “Hairapy” is an effective campaign. Via this campaign experts give beneficial suggestions about hair and different hair styles. It provides suitable styles which are best and attractive for clients. It gains trusty and loyal consumers via this campaign. and the brand wants to motivate young females to live without bounds. These capable style and magnificence symbols particularly our exceptional symbol Iman Ali encapsulate the soul of living with enthusiasm and Sunsilk wishes Pakistani young females will seize the minute and live their lives with the dauntless spirit and pizzazz with which each of the symbols existed their live. This fashion week provides a unique platform for designers to showcase their ideas and flair to design experts the world Page 21 . Our worldwide publicizing crusade "Life Can't Wait" expects to support young females around Pakistan to get the most out of life by inspecting every symbol's persuasive story through the viewpoint of their changing looks – an alternate hair styling speaking to an alternate magnetic part of their own verbalization toward oneself. From this campaign it earned trust and belief in the market. Experts inform clients about how they can save and grow their hair via using Sunsilk from heat. It provides free hair treatment to women and invest heavy amount for promotion of Sunsilk brand.Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the bran Sponsored short films that were broadcast during popular television shows. Pakistan Fashion Design Council [PFDC] & Sunsilk announce their fourth week of pret a porter fashion scheduled for October 2011! Indeed PFDC Sunsilk Fashion Week S/S 2012 follows the success of the first time participation of seven designers Adnan Pardesy. and Sunsilk with its platform of expert Co-Creations proud to support Pakistan’s Fashion Industry. Nickie. Muse. Khaadi. HSY. With the objectives of revolutionizing the visage of mainstream fashion industry in Pakistan. determination and confidence that the brand has shown towards encouraging new and fresh talent in the industry throughout all these years. First fashion week was held in 2009. Page 22 . Sunsilk collaborates with Pakistani Fashion Gurus for special collectible bottles. Nina. Sunsilk’s constant and unwavering support for the event testifies for its commitment. Sunsilk being the lead sponsor of PFDC Sunsilk Fashion Week aims to establish new standards that can provide the fashion industry of Pakistan a novel and enlightened direction. begetting further progress and innovation. The house of Kamiar Rokni and Zaheer Abbas. selected through their shows on the PFDC Sunsilk runway.over. However. A graduate of Pakistan School of Fashion Design. Her design for Sunsilk Fashion Edition displays her elegance and 30 years of experience in the fashion industry. Maria B has rocked the catwalks with her hip and glamorous designs. happy and full of shine” Says Maria B. The idea of collaborating with the fashion pundits for the special collectible bottles was brought forward by Catalyst PR & Marketing. known as Maria B. Sunsilk “Soft & Smooth” By Maria B Day 1 of the PFDC Sunsilk Fashion Week marked the unveiling of Sunsilk ‘Soft and Smooth’ Fashion edition by none other than the undisputed queen of Pakistan’s fashion industry Maria Belal. A highlighting feature taking place at PFDC Sunsilk Fashion Week 2013 year is the showcase of special Sunsilk collectible bottles in the Sunsilk Lounge on the Red Carpet during the prestigious event. Page 23 . Designed by the kingpins of Pakistani Fashion Industry and each of the bottles comprise diverse specification and distinctive features which will be unveiled every day during the entire four day event in the most opulent and lavish style. this time the audience had something more interesting and fascinating to experience that will make this year’s event worth remembering. not only in Pakistan but also in Paris. “My bottle is bold. “Glamour. Movement. glamour and style.Sunsilk “Hair Fall Solution” By HSY Day 2 of PFDC Sunsilk Fashion Week marked the unveiling of Sunsilk “Hair Fall Solution” Fashion Edition by the most stylish fashion icon and “King of Couture” Hassan Sheheryar Yasin. A graduate of PSFD and an affiliate of La Chambre Syndicate De La Couture Parisienne France. HSY’s design for Sunsilk Fashion Edition defined his philosophy of elegance. Page 24 . Shine” HSY explains his design in three words. ” Says Maheen Kardar. Page 25 . Together with her creativity and acute work ethics Maheen Ali has created an outstanding and exceptional design for Sunsilk Fashion Edition.Sunsilk “Thick & Long” By Maheen Kardar Ali (Karma) Day 3 of PFDC Sunsilk Fashion Week. excellence and dedication towards her work. “My Sunsilk bottle is inspired by the feminine. Maheen’s Sunsilk Fashion Edition projects her creativity. confident and contemporary. A graduate of the prestigious Pakistan School of Fashion design. Trendy. which perfectly suits the theme. Karma woman who loves to stand out and shine. Sunsilk Fashion Edition “Thick & Long” designed by the brilliant Maheen Kardar Ali of Karma was unveiled. A graduate of Indus Valley School of Arts and Architecture. Page 26 . Shamoon’s design for Sunsilk is a dazzling mélange of yummy colors. full of happiness and textures.Sunsilk Black Shine” By Shamoon Sultan (Khaadi) The master of hand woven fabric in Pakistan and abroad. Shamoon Sultan of Khaadi will be unveiled his special Sunsilk Fashion Edition at the Red Carpet of PFDC Sunsilk Fashion Week Day 4. “Rhythmic and traditional patterns” Shamoon explains his designs. Page 27 . all the four kingpins of the fashion industry were present at the red carpet for a Q/A session with the media.In the mid break of PFDC Sunsilk Fashion Week. Page 28 . Advertising strategy: A product particular strategy also depends on the level of competition involved in each product. Unilever evaluates the product present position in a market. Targeting audience rating points are used to evaluate a product. Households are monitored in various cities to get consumers response and feedback. Page 29 . Unilever seeing the trend change so sunsilk advertising strategy designed according to functional basis. 2014.The initiative by Sunsilk in collaborating with the fashion pundits of Pakistan for their special Fashion Edition and sponsoring the mega fashion event of the country is a groundbreaking step that can play a pivotal role in projecting a positive and sanguine image of Pakistan on a global platform. the promotion objective wants to achieve and the level of competition involved. Sunsilk has come up with the new promotional campaign GOOD HAIR DAYS in six major cities in calibration with famous hair stylist of the country. PFDC in collaboration with Sunsilk was also held in April 14. Advertising evaluation: Unliver also carries out on extensive evaluation process. Weekly figures are presented by research departments. In today’s world where an average middle classindividual has access to 30 to 40 channels through the cable minimum. Page 30 . The print media including the magazines.Media is a source with Sunsilk promote products. the importance of placing the advertisement plays an imperative part in increasing the sales of the product. he has the ability to view different types of advertisement just flipping the channels.Print Media advertisement is one of the common ways of advertising. Thus the consumer of today is so well posted on the fact that whenever a new product is launched. newspapers and brochures are relied upon a lot. In print media. a consumer living in Asia would be well aware of the features of the products and he would know who the company is targeting Print media. is it in the United Kingdom or in the United States. Electronics Media: Electronic Media has been the major factor in determining the global success of Sunsilk. Two states and through many bollywood movies 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. Below the line marketing (BTL): BTL includes-personal selling. Several magazines such as Go Girls. etc. Promotion of the products in the sunsilk range through movies such as “Fashion”. Cosmo and etc will be the magazines that will be used. Word of mouth is the most trusted source of information as there the company or the brand itself is not involved Page 31 . This is a more personalized form of communication which is very hard to do in a liquor industry given the kind restrictions kept the governments and various regulatory body. to attract our target market.* Internet rural campaign * Environment concern ads * Music videos * Free sample distribution * Demo campaigning The magazines which have become a highly specialized medium that reaches specific target audiences will effectively support our mission to target the young adult. Word of mouth. Direct marketing. which the consumer gets from a consumer or a peer. Word of Mouth is the only source BTL possible as this is a C2C form of communication. Everyone can see a whole advertisement like people watch on own televisions or the typeof moving and animated type of advertisements that people can see results.They are easily attracting the customers in every possible manner. Giving out free Samples: When Sunsilk launches the new product it provides awareness to the people by giving them free samples of that product and brochures which told the qualities of the product.but the consumer is providing a feedback on the brand/product on the basis of the experience. Personal Selling: Sunsilk do personal selling by promotion and ads on internet. Billboards: Sunsilk is using billboards for advertising its products. Page 32 . Like when the new Sunsilk Black was introduced the company created awareness amongst the youth. Company taking the benefit of new web 2 technologies ranging from blogs to power of social network As far as brad is concerned plus side for sunsilk use the 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 Innovative campaigns were launched to attract women to the brand Sponsored short films that were broadcast during popular television shows Page 33 . The registered user 100000.Further strategies Innovation and unique strategy of Unilever Company implemented by sunsilk in Pakistan lunched the gang of girls website pushed on line and via TV and print Lots of media mention as it as a successful brand. More over college festival malls and multiplexes across pk. Media platform used Print media used Free sample distributions Hoardings Sponsorships Enhancement of product mix New product formulation to fulfill the consumer demands SWOT Strengths: Brand of a well known company of the world Unilever Advanced technology in production Skilled workers Provide hair protection and other hair issues resolving Target market is well educated and well aware of product Higher or middle class targeted Distribution system is very good Strong research and development Good communication system Weakness: Strong rivalry Alternatives are available Consumer is price conscious Strong promotional activities from competition Cultural appeals are not present in adds Opportunities: Focusing on rural area Advertisement channels are increased ie internet and social networks Population is increasing so great number of consumer will b available Create market space Different shampoos have different benefits so providing all benefits in one shampoo Threats: Page 34 . They should introduce 2 in 1 shampoo plus conditioner which demand huge potential market. they can grab huge number of customers. Sunsilk increase buying of raw material so that it does not have to suffer devolution and continuously increase in tariff rates. The success of Sunsilk emulated which captured the rural market by two strategiesDevelop strong distribution structure and Adopting packaging and pricing. Page 35 . What company should do? Making the company as a market leader contains different strategies. As it is the general perception of the consumers that P&G products use harmful chemicals and it may cause of hairfall and other problems with hairs. Sunsilk enter into web marketing. In these conditions our responsibility is to create the mindset of the consumer. taking everything in account we can say that if Sunsilk emphasize more on social responsibility and create more attractive marketing programs. They should increase frequencies of advertising by electronic and print media. Looking the weaknesses of the competing company and working on the basis of them by introducing and developing new innovation in sunsilk. They introduced a smaller 100mi pack of Sunsilk in order to capture lower income segment. Sunsilk should work on low potency chemicals and introduce the formulas that can save the hairs and that P&G is not producing. Economic factors in Pakistan Rumors in general public Strong competitors Globalization Smuggling Conclusion Sunsilk has huge potential of rural market 72% of total population but not yet develop a successful strategy to penetrate this market. Finally. unilever.Sources: http://www.php Page 36 .aspx http://download-reports.pk/aboutus/introductiontounilever/UPLfoofs/default.com/2009/10/report-on-strategic-management-of.ukessays.com/essays/business/unilever-swot-and-pestle-analysis.unilever.pk/aboutus/introductiontounilever/ http://www.html http://www.blogspot. apple.http://www.marketwire.codewit.com/us/app/unilever-investor-centre app/id483403509? mt=8&.com/ourcompany/investorcentre/results/quarterlyresults/default.londonstockexchange.aspx Page 37 .com/rns/1433W_1-2013-1-22.pdf http://www.com/News_Evolving-advertising_3_12499_Showbiz-News.awaztoday.as p http://itunes.pdf http://www.rns-pdf.htm www.scribd.unilever.com/doc/62676330/57150749-Sun-Silk http://www.ign-mpt=uo%3D4 http://www.com/Pestel_Analysis.com/press-release/unilever-announces-final-results-nyse-ul-1748595.