Marketing Strategy of Sunsilk – Sunsilk Marketing Strategy: Sunsilk is among the top personal care brands that fall under the umbrella brand design that is part of Unilever co. This hair care company has gained a lot of popularity since its introduction by the company in 1954, in the UK. It is offered by Unilever under various brands i.e. in Spain they sell it under “Sedal”, and Seda in Brazil, and in Turkey, the product is sold under Elidor.
Sunsilk At A Glance – Marketing Strategy of Sunsilk
CEO: Alan Jope
Year founded: 1954
Headquarters: Rotterdam, Netherlands
Annual Revenue: US$13.6 million
Profit | Net income: US$1.1 million
Number of employees: 1,422
Products & Services: Perfect Straight Shampoo | Lusciously Thick & Long Shampoo | Nourishing Soft & Smooth Shampoo | Stunning Black Shine Shampoo | Hairfall Solution Shampoo | Long And Healthy Growth Shampoo
Sunsilk Fun Facts: Your Sunsilk shampoo can be used for a lot more than just washing your hair. Sunsilk Shampoo can clean your combs and brushes, too!
Marketing Strategy of Sunsilk
Sunsilk’s Marketing Strategy covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. So what is the Marketing Strategy of Sunsilk? Let’s discuss this.
Segmentation, Targeting, Positioning – Sunsilk Marketing Strategy
Sunsilk employs a combination of geographic, demographic as well as psychographic segmentation factors to comprehend the evolving needs of customers and meet them in a timely manner.
It employs distinct targeted techniques to make products available to the consumer in accordance with their preferences.
It employs usage and benefit-dependent positioning strategies to boost awareness of hair and health to potential customers and also to become their preferred hair brand for hair care.
Sunsilk Mission Statement
“To help women all over the world get hair on their side”
Sunsilk Vision Statement
Competitive Advantage – Marketing Strategy of Sunsilk
A leading player in the FMCG marketplace: With a presence in a variety of consumer goods segments, as well as the huge SKUs of Sunsilk and its parent firm Unilever is dominating the market. The well-established network of the company assists the brand to reduce its operational cost and distribution costs and thereby increasing profits.
Brand visibility: With more than 35 brands spread across various categories like personal care, oral hygiene as well as toiletries, home care packaged food, and more, Sunsilk is helping parent company Unilever achieve large shelves in all categories of its product category in stores of retailers, which translate in an increase in brand recognition and a high profile for the various brands associated with Unilever which includes Sunsilk. Sunsilk isn’t an exception.
The strong financial position of the parent firm: Unilever itself being an extremely strong financial institution helps the brand be capable of carrying out diverse advertising and research initiatives to provide complete hair and customer care.
BCG Matrix – Sunsilk Marketing Strategy
BCG’s matrix assists in understanding where the various products/brands stand in the market. Sunsilk has a high profile on the market and high demand so it is a Star within the BCG matrix.
Distribution Strategy – Marketing Strategy of Sunsilk
To reach every region of the United States, Sunsilk’s parent company is working on strategies to go to market. Close collaboration with over 2700 retailers and redistribution stockists, every day to get the product on the shelves has helped the brand with improving the visibility of its shelves and sales and offtake.
Brand equity – Sunsilk Marketing Strategy
The Association of Sunsilk and various famous people like Shakira, Madonna, Delta Goodrem, and Priyanka Chopra have contributed to the brand’s creation of prominent visibility, which has resulted in the brand having a high TOMA (top in-mind awareness)
In 2009, the company began working with hair experts to improve its products.
Competitive Analysis – Sunsilk Marketing Strategy
A wide range of hair care options that offer a wide variety of SKUs (stock-keeping units) has helped the business to stay ahead of its competition.
Within the extremely competitive marketplace, Sunsilk is competing with brands such as Garnier Fructis, Heads & Shoulders, Pantene, etc. The established network and the well-established parent company Unilever aid Sunsilk in gaining a large proportion of the money of customers. The distribution and the ability to make it accessible to the customers with the lowest income is one of the key elements that impact the performance of the brand. for Sunsilk, this is being addressed by the parent company across a variety of developing countries.
Market Analysis – Marketing Strategy of Sunsilk
The market, which is highly competitive because of being dominated by a significant variety of national and local as well as multinational players faces a variety of problems, including changing the lifestyle of people and the cost of labor, and the ability to bargain for the suppliers.
As part of an FMCG industry, businesses operating in this industry must be able to pay for the large infrastructure investment to establish the Company which in itself is an entrance and exit barrier.
Customer Analysis – Sunsilk Marketing Strategy
Although the majority of users of Sunsilk products for hair care are women, however in a variety of Asian countries where it has had success thanks to its parent company penetrating the rural markets, it is also used by males too. The customers of Sunsilk are of all ages category.
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