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PRESENTATION

ON
DIFFERENT TOOLS OF MARKETING
USED BY
Hair Care Category in India
• There are 5 main products
• Hair Oil
• Shampoo / Conditioners
• Styling products
• Herbal Remedies
• Hair Dyes / colors
• Cosmetic, Herbal, Anti- Dandruff
Hair Care Facts
• The frequency of shampoo usage is very low. Most
consumers use shampoo only once or twice in a week.

• Some customers use shampoo only to address a specific


problem such as dandruff or when they need to condition
their hair.

• Use of conditioners is not common. It is restricted to the


super premium segment or those who are very involved
with their hair care.

• Some consumers use natural conditioning agents such as


henna, Curd and many more.

• About 15 % of consumers use soaps as well


as shampoo for cleaning their hair.
INCEPTION……
 Known for hair care
product for women.
Launched in 1954 in u.k.
 Sunsilk products are available
in over 50 countries across the
world.
 Sunsilk wants to be seen as the
brand that knows how the
woman feel, what they need
and how to talk to them.
It sees things the same way
they do.
SURPRISING CUSTOMERS
 1952: Launch for the first time in Indonesia market (in the glass bottle)
• 1970: Sunsilk was relaunched using the International design bottle and
at the same time the second variant "lemon" was introduced1975:
Sunsilk black – the first black shampoo in the market was introduced
which later on become the back bone variant of the brand
• 1995: Double ingredient approach (i.e Coconut Milk & Rose variant)
was introduced in the market.
• 1999: Range relaunch using Fruitamin as the new nature-science
technology approach (Project Apollo)
• 2001: Range relaunch using the nutrient complex as the new
technology approach (Project Voyager)
• 2003: Range relaunch using the new bottle shape (Project Mercury)
• 2006: Range relaunch with the new look of the surface design (Project
Aurous).
Idea behind the sunsilk…….
• To correct the popular misconception regarding hair wash mentallity.
• Customisation
• It was the 1st brand to introduce a curl control shampoo.
• 1st Anti- dandruff shampoo in india.
• First 2-in-1 with an inbuilt conditioner and black shine shampoo for
long hair.
( with plant extracts)
• Natural ingredients such as curd
,amla, heena, lemon,watermelon
extracts , helps to restore natural
moisture
PRODUCT VARIETY
• Anti-dandruff : Shampoo
• Sunsilk Black Shine : Shampoo & Leave-on
• Sunsilk Clean & Fresh : Shampoo
• Sunsilk Hair Fall Solution : Shampoo, Conditioner,
Treatment
• Sunsilk Soft & Smooth : Shampoo, Conditioner
• Sunsilk Damage Treatment : Shampoo, Nourishing
Conditioner, Leave-on, Intensive Treatment
• Sunsilk Bouncy Curl : Shampoo, Nourishing Conditioner,
Curl Defending Mousse
• Sunsilk Straight & Sleek : Shampoo, Nourishing
Conditioner, Leave-on,
PROMOTIONAL TOOL
• Web marketing
• Networking
• Contests
• Advertising
• Sponsorship
• Social awareness
WEB MARKETING
• Online beauty tips
• Launched website known as “Gang of Girls”.
• FAQ
• Blogging
• Experts view
NETWORKING

Sunsilk was 1st brand in india to introduce a


conditioner in the market

• Sold through salon channels.


CONTEST
• SUNSILK Make Over Program by famous Hair Stylist
Mr. HABIB.
• SCOB (Sunsilk Circle of Beauty ) SCOB is the activation
umbrella of Sunsilk which will be carried over through out
the years.
• The first SCOB
activation is Sunsilk Beauty
Camp in Bali (2005) where
100 of girls are gathered
together to join the camp.
SPONSORSHIP & SOCIAL AWARENESS
• Sunsilk Miss India south
• Sunsilk Femina Miss India


• “100 Becomes 2 Walk ” involving 2,000 girls

• from several senior high schools in Jakarta on


• Sunday Feb 15.
ADVERTISING

• Earlier it focus on black and beautiful


hair with every wash.
• Then highlights the soft and strong look
of indian girl
• And now emphasied on thicker,
Stronger and softer look.
CAMPAIGN……..
• Campaign by priyanka chopra for indian market.
• mainly stress on

“WEAR UR HAIR”

• Now comes with new concept of


3 iconic women –
Madonna
Shakira
Marilyn Monroe
Life Can't Wait
The campaign aims to inspire
• women all over
the world to live their lives to the
fullest.
LIFE CAN’T WAIT
• Aims to inspire women all over the globe to live their lives
to the fullest.
• To launch Sunsilk’s campaign the brand unveiled their
Life Can't Wait advertisement during the Super Bowl XLII
on February 3 ,2008.
• The founding idea behind the Campaign that hair can
dramatically alter a girl’s mood and actions.
MY ANALYSIS
• Sunsilk as a brand recognises& respects the fact that every
woman has unique hair needs & problems.
• The idea behind the launching of “ gang of girls ” is to
showcase the indian woman in a picture of woman of
today.
• As the main target segment is stresses on the young girls
or teenagers, who are well informed of the use of website
,free to make friends , can share their views and most
importantly take the views of expert.
• The sunsilk demonstrates a percetive and sympathetic
understanding of women , regarding how she feels when
she faced her damaged hair.
Contd….
• As priyanka chopra is a miss world,known for a youth icon
helps to establish sunsilk as a indian young girls brand.
• Now she is coming with a new concept of using sunsilk
shampoos and conditioner and make ur hair long and
strong so you can wear your hair.
• Among youngster still priyanka chopra known for
youngsters fashion icon , so they like to follow her style.
• Wear your hair is a creative concept indirectly it tells u to
how to handle the unfortunate or embarassing situation
smartly .
Life can’t wait
• Core to the success of the brand has been its ability to
relate to the cotemporary indian woman as a beauty & hair
care expert.
• Sunsilk is targeting young women across the world, giving
them the opportunity to share with each other their own
life stories fitting the Life Can’t Wait theme – of how they
have thrown caution to the wind and taken a chance which
resulted in a life changing experience .
• The US were first to launch Life Can't Wait, and have
hosted an event where girls with great hair shared their life
can't wait stories. Girls from the USA voted for their
winner, a DJ from California named Tatiana.
Conclusion
• All these promotional tools are correlated with each other
as they all emphasis on brand building of sunsilk shampoo
as woman concerned product .
• In other words, sunsilk advertisement give a choice to
viewers to log on their website and share their problems as
well as point of view. This give rise to young girls to
understand the product quality.
• At the same time sponsorship for femina miss india or miss
india south gives an idea of brand awareness globally as
well as programmes organised for social cause helps
sunsilk to show that they actually do what they promised
to do so.
ANY QUESTION?????

THANKYOU