Sunsilk Strategic
Overview
Empowering every strand, embracing every story
Group Members:
1. Muhammad Shahroz (26408)
2. Noor Muhammad (26381)
3. Ahmed Nehyan (26440)
4. Abdul Aziz (26393)
5. Muhammad Daniyal Waseem (26423)
AGENDA
INTRODUCTION
KEY FINDINGS FROM MODULE 1-3
FINALIZED STRATEGIC DIRECTION
IMPLEMENTATION ROAD MAP
ALIGNMENT WITH UNILEVER’s GOALS
Heritage
Sunsilk's legacy reflects its commitment to
empowering individuals through hair care
innovation.
Our rich history showcases diverse cultures
and inclusivity in every product we create.
Sunsilk embraces sustainability, ensuring
affordability without compromising
environmental responsibility.
PROJECT OBJECTIVE
OVERVIEW Develop a consume-centric strategy to
strengthen
Sunsilk’s Market Leadership in Pakistan
KEY FOCUS AREAS
Inclusivity
Affordability
Sustainibility
Situational Analysis
STRENGTHS:
High Urban Recall
Strong Brand Awareness
CHALLENGES:
Rural Penetration Gaps
Competition from Pantene/Dove
Narrow Brand Perception (beauty-focused)
STRENGTHS WEAKNESSES
1. BRAND RECOGNITION 1. LIMITED RURAL PENETRATION
2.
3.
STRONG MARKETING PRESENCE
PRODUCT VARIETY S W 2. NARROW TARGET AUDIENCE
3. INGREDIENT SKEPTICISM
THREATS
OPPORTUNITIES
1. MEN’s HAIRCARE MARKET O T 1. COMPETITOR PRESSURE
2. ECONOMIC INFLATION
2. RURAL EXPANSION
3. CHANGING CONSUMER
3. SUSTAINABILITY TRENDS
PREFERENCE
Market Gap Analysis
Men’s haircare
segment remains
underdeveloped Expanding product Launching eco- More preference for
presentating a gap lines to cater to friendly packaging gentler, hair
as male consumers diverse hair types and sustainable friendly formulas
increasingly seek for example: sourcing initiatives such as sulfate-free
targeted, gender Textured hair shampoos
specific hair products
solutions
Research indicates a New products aim to Initiatives focus on Targeted campaigns
growing demand for satisfy various hair reducing utilize social media to
men hair care care needs and styles. environmental impact make aware of these
solutions. and promoting initiatives
sustainability.
Retailers: Brand Managers:
High sachet turnover; need Interest in gender-neutral & clean-
better margins, POS displays, beauty lines; caution on R&D costs.
automated restocking.
Upgrade distribution & in- Stakeholder Focus on cost-effective innovation
store support.
Interview
Insights
Consumers: Industry Experts:
Demand for functional benefits (e.g., Recommend shift from aspirational ads to
anti-pollution) & natural ingredients. authentic digital storytelling.
Prioritize efficacy & ingredient Refresh marketing strategy to combat brand
transparency. fatigue.
Core Theme
Unifying Theme: Inclusive, Affordable & Sustainable Haircare for All.
The Three Pillars:
1. Inclusive: 2. Affordable: 3. Sustainable:
Broaden appeal across gender, Deliver premium quality at Embed eco-conscious practices across
region, and SECs. accessible price points. product lifecycle.
Reflect diverse haircare needs. Innovate formats (e.g., sachets) Use natural ingredients & sustainable
with efficacy. packaging.
Inclusivity in every strand
Tailored solutions for Pakistan’s diverse Haircare needs
Sunsilk Men – Anti- Sunsilk Age Defy – Sunsilk Curls – Curl
Dandruff & Pollution Collagen & Biotin Creams &
Defense: Boost Detanglers
• Strengthens scalp and • Strengthens aging hair, • Defines curls & reduces
removes flakes reduces thinning frizz
• Targets pollution- • Adds volume and shine • Nourishes textured hair
related hair stress • Tailored for women 40+ • Promotes easy
• Urban lifestyle solution
detangling
for men
WIDER REACH, GREATER IMPACT
Bringing Sunsilk to every corner of Pakistan
Affordable Empowering Rural Visibility
Access Retailers Boost
• Rs. 10–20 sachets • Discounts on bulk • Radio ads, truck art,
for low-income orders and wall paintings
customers • Free branded • Local-language
• Family-sized bundle displays and marketing campaigns
offers for regular use promotional material • Branded kiosks in
• Penetrating the • Motivating local high-traffic rural
value-conscious sellers to prioritize zones
market Sunsilk
Sunsilk has been moving towards
recyclable packaging.
They aim to have 50% recyclable packaging
by 2026
Sustainablility Sunsilk aims for Clean Beauty.
Initiatives They use better quality ingredients and have
ingredient transparency.
Marketing Transformation
Sunsilk does campaigns in which they tell
real hair stories.
They hire digital influencers to create tutorial
reels on tiktok and instagram
Their ads contain stories that tell problem,
then they give the solution and then show the
hair transformation
KPIs (Key Performance Indicator)
KPIs Target Rationale
Measure success of sachet
Rural Sales Growth +10% in 12 months expansion and retailer
incentives.
Track effectiveness of
+20% social media
Digital Engagement influencer and regional
interactions
campaigns.
15% trial rate for
Evaluate early acceptance of
New Product Trial Rates men’s/textured line
inclusive product ranges.
50% of SKUs in recyclable Benchmark for sustainability
Eco Packaging Adoption
packs (2026) transition.
Progress Bar
>80% satisfaction in Ensure effective support and
Retailer Satisfaction
quarterly survey uptake in rural markets.
Brand Perception Uplift Use consumer surveys to monitor
+15% in inclusivity rating
brand image improvement.
Alignment With
Sustainability: Introducing recyclable packaging and
sulfate-free formulasto reduce environmental impact.
Clean Beauty: Launching paraben-free and cruelty-free
products with natural ingredients like aloe vera and
hibiscus.
Social Impact: Supporting women-led sourcing and local
manufacturing partnerships to promote economic
inclusion.
Water Conservation: Partnering with NGOs to reduce
water usage in production and raise awareness through
CSR campaigns.
Sunsilks New Chapter
"Sunsilk: For every hair type, every story, every Pakistan."
"Let’s transform haircare—together."
"Join the movement. Be the change."
Thank
you
