This document outlines a marketing strategy for Sunsilk hair care products. It involves 4 major tasks: Notice, Involve, Act, and Share. To accomplish these, the strategy proposes increasing brand awareness through various media like TV, print, outdoor, and digital advertising. Specific tactics include product placements in movies and shows for attention, experiential marketing like road shows, and blogs/videos to generate conversations. The goal is to position Sunsilk as an expert in hair care that can provide solutions for all hair types and problems. Frequency and reach will be maximized through continuous exposure across different media forms over a 2 month period.
4. MAJOR TASKS
NOTICE
Increase noticeability of the brand and communicating core
value. Maximise reach & frequency, through many effective
consumer touch points.
INVOLVE
Involvement over multiple media channels and at a higher
frequency. Engaging content and campaigns to drive consumer
participation and empathy.
ACT
Drive product/brand experience, and develop avenues for
dialogue and feedback
SHARE
Generate WOM by encouraging consumers to share their
experiences.
5. SUB-TASKS Arriving
at the them.
Parameters Score
How well known is the brand (among target audience consumers)? 9
How "top of mind" is the brand? 7
To what extent are consumers aware of the current brand positioning? 6
Is the brand currently considered "a brand for me" - a brand that consumers can relate to or have
shared values with?
7
Is there a clear advantage over the competition that will be evident with usage/ product experience? 6
To what extent are consumers likely to talk with each other about the category? 6
When they do occur, how influential are recommendations from other consumers on category
purchase behaviour?
8
To what extent are brands in the category seen by consumers as clearly differentiated from one
another?
7
How high involvement vs. low involvement are category purchase decisions? 8
6. SUB-TASKS Arriving
at the them.
Parameters Score
When are brand choices in the category typically made? Are they thought out far in advance, or
made quickly at the point of purchase?
7
How important is it for consumers to experience the product first-hand in order to fully understand
its appeal?
7
Have our brand's communications become boring, homogenous, or predictable to consumers? 6
Is there factual information to convey about the product (or product performance) that can
significantly impact consumer perception and influence purchase behaviour?
8
Is there a specific, non-purchase consumer action that can significantly enhance consumer
perception of the brand and influence purchase behaviour?
8
Is it important (to the brand) to provide a community forum that brings consumers together and
fuels their passion for the brand?
9
7. SUB-TASKSNOTICE
Build awareness around the core proposition of Sunsilk
Remind the audience through increased frequency and reach
Surprise the audience through new and innovative content and campaigns
THINK
Convey a detailed message- the core proposition and its relevance to the
consumer
Keep the message engaging and clear
Educate consumer about hair-types & expert care
FEEL
Build trust
Make the brand more relatable
Generate excitement
ACT
Drive product/brand experience through trials
Induce purchases
SHARE
Create WOM
8. MEDIA MIX |TV
Product Placement
/Sponsorship in Youthful
Movies and shows
Why :
ATTENTION
Aspirational Connect:
Curiosity about the
experience the brand can
offer
Mass Reach
Convey Benefits
High Brand Recall
9. OOH
OOH: In Metro stations/crowded
places
Why:
Good visibility
High recall
Reach the masses
Fixed cost
Scope for innovation
10. ON GROUND ACTIVATION
Experiential Connect via
Road Shows /Kiosks
Why
Adrenalin: Inspires most of
the youth and specially our
TG
Raises Interest
First Hand Experience:
Through demonstrations
Drive Engagement
Drive Purchase intent and
Loyalty
12. STRATEGIC MEDIA PRIORITIES
COMPETITION
COMMUNICATION
CATEGORY PENETRATION
CATEGORY GROWTH
BRAND LOYALTY/ DIFFERENTIATION
BRAND AWARENESS
MARKETING OBJECTIVE BUILD AWARENESS BUILD CUSTOMERS GROW MARKET SHARE
HIGH MEDIUM LOW
COMPLEX SIMPLE
HIGH MEDIUM LOW
HIGH MEDIUM LOW
HIGH MEDIUM LOW
HIGH MEDIUM LOW
14. SCHEDULING PATTERN
RECENCY
Maximize reach at 1+ on a weekly basis
Same weights every week
Concentrate on all forms of media
Maintain constant exposure
GRP
WEEK 1 2 3 4
15. Media Media Forms
Media
Channels
Scheduling Duration Location
Broadcast:
TV
Sponsorship
TV shows:
Shows
targeting Sec A
B women
New & Repeat
Episodes
2 month
period
Pan India
Print:
Cinema
Sponsorships
Partner with
upcoming
Movies which
are Youth
centric
Pre Release-
Post release
2 interviews in
a month
Product
placements
Geo-
Targeting
towards tier 2
cities to get
non users
Digital
FB/Twitter and
You tube
Expert advice
shows,
Hair blogs
Paid Search on
Google and FB
campaign to
share stories of
experience
2 months Pan India
MEDIA STRATEGY
17. ON GROUND ACTIVATION
HAIR ANALYSIS AND SOLUTIONS
Activation outside office
complexes and
colleges, offering hair
examination and
personalized Sunsilk
hair care advice
18. EXPERT HAIR ADVICE
CROWD SOURCED QUESTIONS
Solutions to all your
hair problems.
That too, straight
from our experts
19. PRODUCT PLACEMENT & SPONSORSHIP
BAND BAAJA BRIDE | NDTV GOOD TIMES
Expert Hair Care
for all your
special occasions.
20. BRAND ASSOCIATION
TANU WEDS MANU: SEASON 2
Expert Hair Care for all
types of hair.
Long or Short.
Curly or Straight.
21. Behind the Scenes, Event Coverage Celebrity Guest in Band Baaja Bride
Kangana Ranaut | Hairstyle TipsCo Branding TV Spot
