PR & AD Sunsilk

Group member: Nguyen Ngoc Thuy Vi Hoang Yen Ngan Nguyen Thanh Ngu Ha Thanh Loan

Situation Analysis
Shampoo market Severe competition Dominated by 2 big corp.: Unilever and P&G Foreign company: U, P&G,LG Domestic : ICP

Situation analysis

Have 3 main shampoo categories:

For men: X_men (leader 60%), Romano, Ramus men. For women: Sunsilk, Dove, Double rich (LG), Pentene, Rejoice Both: Clear, Head & Shoulder, Lifebuoy

Brand Clear

Fund for marketing and market share of shampoo

Million USD used for advertising 4.71 M USD 4.32 4.7 3.7 0.59 1.45 1.85 Percentage of market share 18.7% 14% 13.5% 10.8% 7% 6.2% 4.8% 3.1% 2.8% 2.5% 2.4%

Sunsilk Rejoice Pantene X-Men Dove Lifebuoy

Enchanteur 0.02 Double Rich 0.53 Romano Palmolive 0.72 0.07

Marketing objective

To recommend a positive message about lifestyle to young generation. To upgrade the value of brand name. Stimulating consumption. Increase Market share

SWOT Analysis

Strengths

International Company. Strong Financial position of Unilever. Brand Loyalty. Well known brand. Availability of Products in Different Sizes. Large Network for Distribution. Consumer Trust.

SWOT Analysis

Weaknesses

Different in culture. Perception: not good quality Not suitable for different hair Not good in dandruff shampoo

SWOT Analysis

Opportunities

Have a Great Opportunity in New developing areas of VN Consumer behavior towards brand loyalty. VN : big and potential market Increase in the Shampoo consumption due to awareness. Heavy investment in the research of Shampoo. Young and High education. Low labor cost.

SWOT Analysis

Threats

High Competition. Uncertain economic condition of country. Inflation. Rapidly change in price of raw material. Threats from new entrants. Threats from plenty other options available to consumers.

Target audiences
While Sunsilk formerly targeted at female customers aged 20 to 30 and always accompanied them from time to time, it now still focuses on the same aged group females, but of the new era of 21st century, active and life-enjoying.

Big idea

Pinpointing the needs carefully

Doing a worldwide research

The information to satisfy customers needs is quite mixed

No link No clear meaning

Three models make consumers confused

=> Establishing a link between consumers needs and products

Advertising

New product

Consumers needs and wants

Societal roles

Adapting a big change in gender roles Criticized that the advertising:

Creating materialism Ignoring cultural factors Over evaluating physical appearance

=>strongly emotional advertising lead shock. We suggest Sunsilk should have something in between.

Functional advertising

Emotional advertising

Shampoos market

Message strategy

Changing from functional to emotional

Noticed Interested Creative

Ho Ngoc Ha became the Vietnam idol in Sunsilk

=>continue

Facets-Perception

Exposure High: 81.5% The point contacts: everywhere Selection and attention - 84.1% people believe that the ad is creative - Originality: emotional approach for shampoo categories - Pop-art design: colorful Stopping power

Facets-Perception
Interest and relevance The most concerned issue: appropriate lifestyle Controversial topic (slogan & divas): create curiosity create pulling power to connect to target audiences personal level Awareness and recognition

Facets-Perception

Memory: recognition - 3 very famous divas: Madonna, Marilyn Monroe & Ho Ngoc Ha - Memorable slogan life cant wait - Pink logo at the bottom Sticking at audiences memory Repetition: not solely repeat the ads but tell stories of each diva.

Facets-Cognition

Need - Give up exposure related to functional features products - Difference in the shape of bottle

- 55.3% respondents still not use Sunsilk after seeing the ad - Shortcoming: doesnt link to any customers need beautiful hair now

Facets-Cognition

Differentiation - First mover in emphasizing on intangible benefit of the product (brand) - Not only a hair-care product, but also a representative for a modern lifestyle of young women 20-30

Cognition

Differentiation
Subtly understood, the new Sunsilk slogan aims at inspiring young females, encouraging them to catch the chances and master their own lives which is so important to Vietnamese women who used to be so so shy and dependent on their families and outside environments. ( Marketing magazine)

Facets-Cognition

Cognitive Learning - Misunderstanding of Vietnamese slogan: stimulus for a hasty lifestyle of the young. - Emotional approach: difficult to comprehend the meaning of the message Solution: telling stories of divas to explain and orient customers Fail in some extent: small number has follow the whole stories

Media analysis-printed ads

Printed ads in this campaign: newspaper, magazine and billboard Media Objective Frequency More important Emotional approach is unfamiliar to customers Reach Less important Media Audience females high-educated middle-high income females Also always active in their life through continue projecting new trend in fashion, food (am thuc), make-up, health, etc Media vehicles: Newspaper: Tuoi Tre, Thanh nien Magazine: Young fashion, Sophistication, Style, Market & Household Billboards

Media analysis-printed ads

Magazine profile Young fashion: General information: Young fashion is a middle-class magazines, issued 3 /month, provide many information sbout new make-up (bo suu tap), new fashion (bo suu tap) Target audience: Majority is young females( 45%, aged 18-25;41% aged 26-40),high educated (51% univesity graduated) and Circulation :55000/ 1 ky`

Media analysis-printed ads

Magazine profile Market & household: Generall information: M&H is one of the most leading magazines in Viet nam. Also, Middle-class magazines, issued 1 ky`/ week on every Tuesday. Supplying many necessary information for househould aslo van phong Target audience: mainly females from 20-55, active and dynamic. Circulation :110000/1ky`

Media analysis-printed ads

Magazine profile Style and Sophistication: General information: both are high class magazines, issued 1/ month, and price is 25000/ cuon ( high price). Beside providing information about fashion or make-up trends, they attract advertising from many famous and premium brands on the world, so the competition is very strong. Target audience High educated Sensitive to brand 70% is females 25-45 50 % audiences have very high income Circulation: 43000ban

Recommendation

Middle step to make customers more easier to comprehend it Add cultural factor into research to avoid misunderstanding

Conclusion

The campaign has still happened Successful in using new approach in advertising, creative Seem to be fail in term of marketing: sales An advertising is only a communication tool, it cant not compensate to drawback of the product: the quality