Sunsilk

Ariema Singh

12BSPHH010186

Seat No. 18

Marketing Management I

Section – N

Product – SUNSILK

INDEX

S.No. | TOPIC | Page No |

1 | About | 3 |

2 | History | 3-5 |

3 | Sunsilk Hair Care Range | 6 |

4 | 4 P’s of Sunsilk | 7 – 10 |

5 | Sunsilk’s Competitors | 11 – 13 |

6 | Comparative Analysis of Sunsilk with major Competitors | 13 – 18 |

7 | Competitive Strategies for Sunsilk | 19 |

8 | Suggestions | 20 |

9 | References | 21 |

ABOUT

Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the Anglo-Dutch conglomerate's “billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 80 countries worldwide.

Key Facts:

* The brand is strongest in Asia, Latin America and the Middle East 

* Number One hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.

* Sunsilk is also sold under different names including Elidor, Seda and Sedal

HISTORY

Sunsilk 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 in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956.

In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk was also available in such tubes.

In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin – designed to help keep the scalp free from infection.

In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because ‘Liquid’ in the name, originally used to distinguish the product from powdered shampoos had become...