Sunsilk is one of the successful personal care brands under the umbrella brand architecture of Unilever co. The hair care brand has been popular since it was introduced in 1954 in the UK. It is sold by Unilever under different brand names i.e. in Spain it is sold as “Sedal”, Seda in Brazil while in Turkey it is sold as Elidor.
Table of Contents
Segmentation, targeting, positioning in the Marketing strategy of Sunsilk –
Sunsilk uses the mix of demographic, geographic and psychographic segmentation variables to understand the changing needs of the customers and address them accordingly.
It uses differentiating targeting strategies to make the products available to the customer accordingly as per their choice.
Mission- “to help women all over the world get hair on their side”
Vision- “Not Available”
Competitive advantage in the Marketing strategy of Sunsilk –
A leader in FMCG market: With a presence in different consumer good segments along with the large SKUs of Sunsilk, parent company Unilever is ruling the market. Its well-established network helps the brand in minimizing its operational and distribution cost thereby increasing the profit.
Brand Visibility: With more than 35 brands across the different segments such as oral care, personal care , home care, toiletries, packaged foods and many other is helping the parent company Unilever in achieving high shelf space in each product categories in the shops of the retailers which results into high brand awareness and high visibility of the interrelated brands of Unilever to which Sunsilk is not an exception.
Financial strong position parent company: Unilever itself being a strong financial company is helping the brand in being strong enough in carrying out various branding and research activities to provide full hair & care support to the customers.
BCG Matrix in the Marketing strategy of Sunsilk –
BCG matrix helps in understanding where the different brands/products stand in the competitive market. Sunsilk having high visibility in the market and strong demand, therefore, it is Stars in the BCG matrix.
Distribution strategy in the Marketing strategy of Sunsilk –
To reach each & every part of the nation Sunsilk’s parent company works on go-to-market strategies. Closely working with 2700+ redistribution stockists and shoppers every day to make the product available has helped the brand in increasing the shelf visibility & offtake/ Sales.
Brand equity in the Marketing strategy of Sunsilk –
Association of Sunsilk with various celebrities such as Shakira, Madonna, Delta Goodrem, Priyanka Chopra has helped the brand in creating high visibility resulting in high TOMA (top of mind awareness)
In 2009 it started working with Hair care experts on improving its products.
Competitive analysis in the Marketing strategy of Sunsilk –
With a large number of hair care variants with deep assortments / SKU’s (stock keeping unit) has helped the company in being ahead of its competitors.
In the highly competitive market, it competes with companies like Garnier Fructis, Heads & Shoulders, Pantene etc. The network and well-established parent company Unilever help Sunsilk in achieving a high share of wallet of the customers. Distribution and making the product available to the remotest customers segments is one of the critical factors affecting the performance of the brand and in the case of Sunsilk the same has been addressed by its parent company in various developing nations.
Market analysis in the Marketing strategy of Sunsilk –
The market which is highly competitive due to the presence of a large number of local/ national and international players is facing various challenges such as changing the life style of people, labour cost, and increasing the bargaining power of the supplier.
As a part of the FMCG industry, a company operating the industry have to bear the high infrastructure investment in setting up of the Company which is in itself is the entry and exit barrier.
Customer analysis in the Marketing strategy of Sunsilk –
Although the majority of the customers of Sunsilk hair care products are women but in various Asian nations where it has been successful with the help of parent company in penetrating the rural markets it is used by men too. Customers of Sunsilk are from all age group.
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