Published by MBA Skool Team, Last Updated: August 19, 2017
Marketing Strategy of Sunsilk analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Sunsilk marketing mix, help the brand succeed.
Sunsilk marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Sunsilk Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Sunsilk Product Strategy:
The product strategy and mix in Sunsilk marketing strategy can be explained as follows:
Sunsilk is a global brand name when it comes to haircare. Sunsilk has a wide product portfolio in its marketing mix. Sunsilk entered the hair care segment by introducing shampoos but now it has moved on to other products as well like hair conditioners, sprays etc. When it comes to shampoos, Sunsilk has introduced various products so as to provide for all the different types of hair. Sunsilk shampoos are available in various SKUs and the packaging has changed over the time. Moreover, conditioners have also been introduced which again cater to different kinds of hair. Currently, Sunsilk has positioned itself as brand consulted by experts and has multiple variants. Sunsilk now is a mature brand and faces competition from other haircare brands.
Image: company website
Sunsilk Price/Pricing Strategy:
Below is the pricing strategy in Sunsilk marketing strategy:
Sunsilk offers products which are competitively priced.
From the immense competition in the hair care industry, Sunsilk has been forced to maintain a relatively low price. It offers products in terms of small sachets ranging from Rs 1 to bottles worth Rs 169. This price is supposed to have followed value based pricing methodology in its marketing mix in which the price is decided according to the perception of users. In comparison to the competitors like P&G, Sunsilk maintains a much lower price. That being said, Sunsilk have used lower prices if and when markets were needed to be penetrated. The pricing strategy along with the aggressive marketing strategy has enabled Sunsilk to retain its position as one of the market leaders in the hair care market globally.
Sunsilk Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Sunsilk SWOT Analysis, STP & Competitors
Sunsilk Place & Distribution Strategy:
Following is the distribution strategy in the Sunsilk marketing mix:
Sunsilk definitely catches the eye of the consumer with the bright packaging it has. Moreover, the availability and visibility of Sunsilk is quite high as it is present at every grocery shop, retail shops and convenience outlets. On a larger scale, Sunsilk is present in over 80 countries and has a market leader position in countries like India, Thailand, Indonesia and Sri Lanka. The distribution occurs through Unilever and there is separate team for handling the segmentation. As the market is huge and spread across geographically, the distribution network is quite extensive. Apart from the traditional channel approach, warehouses are maintained to account for the demand. The major places of sale of Sunsilk product are from the grocery stores.
The excellent distribution of Sunsilk through retail stores, grocery stores, online media etc shows the extensive reach of the brand, which is being propelled by its parent company Unilever.
Sunsilk Promotion & Advertising Strategy:
The promotional and advertising strategy in the Sunsilk marketing strategy is as follows:
Sunsilk has always been a brand which has focused on aggressive marketing and promotion. The general route of promotion through newspapers and other print media, television advertisements has been adopted by Sunsilk. It uses Priyanka Chopra in India for its promotion. The tagline for the brand Sunsilk is 'Your hair by your side'. Sunsilk also increases the consumer involvement by having interactive games and quizzes. It also launched an online all girl community which has actually helped in increasing brand awareness among the target group. This initiative also ended up getting an extensive media coverage. Sunsilk also looped in professionals and experts for creating shampoos which helped in signifying quality of the brand. Sunsilk has proactively been involved in advertising and marketing of its products which has helped the brand achieving its current status. The interactive website of Sunsilk also helps in increasing user engagement from potential customers. Hence, this concludes the marketing mix of Sunsilk.
Another global brand by Unilever, Sunsilk caters to the hair care segment. With over 60 years of lineage, Sunsilk has been able to establish itself in over 80 countries, out of which Asia, Latin America and Middle East have a very strong presence. Sunsilk started its journey by introducing an effective shampoo and later moved on to introduce different kinds of shampoos. Sunsilk has been promoted as a brand that caters to everyone’s needs and is desired by everyone.
Unilever has ensured that Sunsilk has become one of the leading hair care brand names across the world. Apart from shampoos, Sunsilk also offers hair conditioners, which are customized as per the hair texture and need of the customers.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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