building brand equity

1. BUILDING BRAND EQUITY
SUNSILK SRI LANAKA

2. About Sunsilk
• Sunsilk is a brand is a well-established and successful brand over
decades. It was launched in the UK in 1954, and by 1959 it was
available in 18 different countries worldwide.
• At the time, Sunsilk had an advantage over other shampoos.
• Sunsilk began its first television advertising in 1955.
• Sunsilk has appointed their brand ambassadors very effectively.
• Sunsilk comes throughout over 80 nations around the world
throughout the world.
• It truly is that is generated by the actual Unilever Company.

3. Industrial Analysis of Sunsilk Shampoo
Internal analysis
• Parent Company - HUL (Unilever)
• Category - Personal Care – Hair Care
• Sector - FMCG
• USP - Popular hair care brand having product for all
types of hair

4. SWOT Analysis
Strengths-Launched in 1964, with a presence of over 80 countries
-various variants to suite every type of hair
-Number 1 in Asia, Latin America and the Middle East
-brand ambassadors lead to excellent branding
Weaknesses-Competition intense in the hair care segment

5. • Opportunities-Improve their community for Sri Lankan girls
-Sunsilk Co-Creations
• Threats-Multiple competitors
-Not prevalent in the rural markets
-Competition from in-house brands like Clear, Clinic Plus

6. Competitor Analysis
Sunsilk is one of the products of “Uniliver” group and it is a hair care
brand that focuses on the women of the society.
Direct Competitors
• Head & Shoulders
• Dove
• Clear
• Pantene
Indirect competitors
Indirect competitors of Sunsilk are soap and traditional hair treatments

7. Segmentation
• Segmentation may be carried out on the basis of descriptors such as
geographic
• divide the markets into different geographical units such as nations, countries, regions
and density (urban, suburban, rural)
demographic
• Age and life cycle stage
• Gender
• Income
Psychographic
• Sunsilk with social class as this product will target middle class, upper middle and lower
class.

8. Behavioral
• . Sunsilk divided the market into five groups based on benefit.
- Segment “A” – Who need nourishment for normal hair
- Segment “B” – Who need a rich black shine for dull hair
- Segment “C”- Who need extra body and volume for thin and limp hair
- Segment “D”- Who need conditioning, extra shine and style for dry
hair
- Segment “E” – Who need oil free hair for oily air type that looks flat
and greasy due to the excess of moisture.

9. Targeting
• Sunsilk their main target market is females between the 16-40 age’s
groups.
• Sunsilk target its market on the basis of consumer buying behavior,
income level and purchasing power of people

10. Positioning
• Brand positioning refers to target consumer’s reason to buy in preference to
others.
• sunsilk position as the “Hair Expert”
• POP
- Dream soft and smooth
- Stunning black shine
- Antidandruff solution
- Lusciously think and long
- Hair fall solution
• POD
- Sunsilk is Co-creation formula created by experts. They came with this idea to
grab the market and to be superior in the market

11. Sunsilk Brand story
• Brand name
• Brand Icon (shape, color, font, slogan, and Tag line)

17. How they handle brand
equity.

18. • ATL Campaign
• Tv
• Radio
• Newspapers
• BTL Campaign
• Sunsilk Hadakari (with hair experts and 350,000.00 target audience.)
• Sunsilk hair story (with Ramani Fernando)
• Sunsilk mobile saloon
• Sunsilk General trade activation
• Sunsilk Shopper trade activation
• Sunsilk Consumer promotion
• Door to door Campaign
• Sunsilk mobile saloon truck
• Posters
• Hordings

19. • TTL Campaign
• Facebook promotion Campaign
• Pop up advertisements
• Web page promotion
• YouTube advertisements

21. Activity Awareness Association Loyalty Perceived
quality
Tv ads + +
Radio ads + +
Newspaper ads + +
Sunsilk Hadakari (with hair
experts and 350,000.00 target
audience.)
+ + +
Sunsilk hair story (with
Ramani Fernando)
+ + +
Sunsilk mobile saloon + + +
Sunsilk General trade
activation
+ +

22. Activity Awareness Association Loyalty Perceived
quality
Sunsilk Shopper trade
activation
+ +
Sunsilk Consumer promotion + +
Door to door Campaign + + +
Posters + +
Hordings + +
Facebook promotion
Campaign
+ +
Pop up advertisements + +
Web page promotion + +
Youtube advertisements + +

23. Recommendations
• Reduce expenses on current advertisements
• Increase awareness of repositioning the branding
• Increase brand loyalty through social responsibility activities
example: link brand sunsilk with trial
• Drive product according to consumer preferences
• Build relationship with hair dressers

24. Thank You