Sunsilk SWOT Analysis, USP & Competitors

Posted in FMCG, Total Reads: 20318
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SWOT Analysis of Sunsilk with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Sunsilk

Parent Company

Unilever

Category

Personal Care – Hair Care

Sector

FMCG

Tagline/ Slogan

For Expert – Touched Hair; Life Can’t Wait; All you need is Sunsilk

USP

Sunsilk is a popular hair care brand having product for all types of hair

Sunsilk STP

Segment

Personal Hair Care Shampoo available in multiple variants

Target Group

Girls in the age group of 20’s

Positioning

The Sunsilk hair care range provides a complete hair care solution and functions as a 3-step combination of cleansing, nourishing and manageability

Sunsilk SWOT Analysis

Strengths

1. Sunsilk was launched in 1964, with a presence of over 80 countries
2. Sunsilk is available in various variants to suite every type of hair need (Anti Dandruff, Hair Fall etc)
3. Number 1 in Asia, Latin America and the Middle East, with sales of more than €1 billion a year
4. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.
5. Madonna, Shakira, Marilyn Monroe, Priyanka Chopra etc are brand ambassadors of Sunsilk lead to excellent branding and advertising

6. Excellent distribution of Unilever means good availability of the brand at supermarkets, stores etc

Weaknesses

1. Competition intense in the hair care segment means limited market share of Sunsilk

2. High brand switching because of many options available in the market

Opportunities

1. Improve their community for Indian girls through online campaigns
2. Sunsilk Co-Creations – Partnering with 7 of the world’s best hair experts for new and improved products

3. Tie-up with hotels, fashion institutes etc

Threats

1. Multiple competitors with similar offerings and lower price range
2. Not prevalent in the rural markets
3. Competition from in-house brands like Clear, Clinic Plus can canibalise Sunsilk

Competition

Competitors

1. Garnier Fructis
2. Heads & Shoulders
3. Pantene


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