Marketing and Sales
Brand Audit
Submitted to:
Mam Maryyam Khan
Submitted by:
Carol Dean
233756216
Sunsilk
Introduction
Sunsilk is a famous brand of hair-care-related products for women. Sunsilk was introduced in the
UK in 1954. It is one of Unilever’s top brands. Sunsilk is a leading conditioner brand and the
second-largest shampoo brand in the world. Sunsilk is selling its products in 69 countries.
Sunsilk is the most popular brand in Asia, the Middle East, and Latin America. Sunsilk is the
No.1 brand of hair-care products in Pakistan.
Mission statement
The aim of Sunsilk is to fulfill the needs of its customer by providing High quality of hair-care
products at an affordable price. The products of Sunsilk revolve around the theme “softness,
shine and manageability of hair.” Sunsilk perfectly explains the self-confidence and self-esteem
of people, which will encourage people to work hard and succeed. Sunsilk develops new
methods for modern-day entrepreneurship. Sunsilk believes in inspiring and supporting girls to
open opportunities and giving them hair ready for all possibilities.
Logo
Sunsilk brand was relaunched in 2010 and the name was changed from
‘Sunsilk’ to ‘Sunsilk Co-Creations’. The logo of Sunsilk consists of a
pink-purple circle with the brand name in white color. The color
combination of the logo represents beauty femininity and style.
Tagline
“Hair on your side”
Products
Fig & Mint Refresh Shampoo.
Stunning Black Shine Shampoo.
Lusciously Thick & Long Shampoo.
Egg & Yogurt Anti-Dandruff Shampoo.
Long And Healthy Shampoo.
Hair falls solution Shampoo.
The products of Sunsilk also include conditioners.
Brand Ambassador
In Pakistan, Humaima Malick is the brand ambassador for Sunsilk
Target Market
Sunsilk’s target market is women and young girls of age between 15 to 45, generation difference
does not affect the purchase of Sunsilk. The brand also targets its audience depending on the
income level, purchasing power, and consumer buying. Sunsilk is affordable and reasonable.
Campaigns:
Sunsilk Fashion Edition PFDC fashion show
Sunsilk fashion edition campaign was in association with a fashion show as Sunsilk was the
sponsor, and revealed in PFDC Sunsilk Fashion Week in 2013. Four celebrity designers
disclosed their exclusively designed Sunsilk signature bottles, Sana Safinaz designed pink bottle
for Sunsilk Long & Thick hair, HSY designed Sunsilk Black Shine bottle, Khaadi by Shamoon
designed the bottle Mustard Hair Fall solution, and FnK Asia designed Sunsilk's yellow variant
bottle
https://
youtu.be/Esi5HRpbAFo
In 2016 fashion edition bottles were again designed by four renowned designers. The Purple
bottle was designed by Sana Safinaz inspiration behind was the transition among seasons, pink
bottle by Nomi Ansari his inspiration came from a distinctly feminine feel with pink and blush
tones. Black bottle by Khaadi was inspired by an extrovert, who adds life to her surroundings
and her sociable nature adds depth to the world. The Mustard bottle was designed by Deepak
Perwani and inspired by individualism, the Fashion Edition bottles of Sunsilk had a design with
complete looks of outfit and hairstyle of the four fashion designers.
https://
www.youtube.com/watch?v=MoqACr4TyPk
Nowadays every girl has a desire to own a designer bag, shoes, or dress, this fashion edition was
mainly targeting young girls of age 18-24 and everyone may not afford such designer dress but
would love to own something designed by a
well-known designer. The idea behind this
campaign was to give young girls something
designer at an affordable price. This campaign
gave an opportunity to the girls to win an
exclusive designer dress by purchasing Sunslik
limited addition shampoo. The actress Mawra
Hocane was in the TVC’s of the fashion edition. This campaign was to attract the young
generation and it was rightly done with this fashion edition campaign. Fashion edition used the
hastag #FASHIONISYOU. This campaign has a positive impact on the brand image and the
association was beneficial for both the Sunsilk brand and for the designers as well. The campaign
was from 2013 to 2019.
https://www.youtube.com/watch?v=NXVe8GuZzGQ
Sunsilk Natural Recharge
Sunsilk launched its Clean and Fresh shampoo for “Covered Hair” that keeps the hair fragrant, to
cater to the conservative sector of society. The shampoo was launched in the month of Ramazan
which proved to be beneficial for the brand image. This shampoo was already existing in other
Muslim countries then the brand thought that its time to bring this particular shampoo in
Pakistan, as well as Pakistan, which is also a Muslim country, and there is an opportunity for
growth of this variant. So that the women in Pakistan who cover their hair will also get a chance
to have ‘lively and fresh’ hair. The whole campaign was planned while keeping in mind
Pakistani society. The team advertised the shampoo with the basic rules of respecting the
lifestyle of each market. The TVC was about a girl who was fresh in “dhoop, garmi, and pasina”
and the other girls were curious that how the girl is still fresh with covered hair in hot summer
then it is revealed that she uses new Sunsilk Refresh “iski fragrance burst technology dey mint or
anjeer ki Khushboo” “mehekti freshness up to 48 hours with naya Sunsilk natural recharge.” For
this campaign, Sunsilk’s team combined the image of the modern girl with a conservative girl
who covers her head to strike a perfect balance, this campaign was simple yet impactful, the
launch of this shampoo in Pakistan was a huge success. For promotion through social media
“insta questions” were answered for better engagement with the consumers.
https://www.youtube.com/watch?v=D-8VAn9X0_Yhttps://www.youtube.com/watch?
v=Q5y2ve3FDVs
Shan Se Shine
Sunsilk black shine #shaanseshine campaign was launched by
Sunsilk and introduced actress Soha Ali Abro as the new face of
Sunsilk Black Shine. The idea of the shan se shine campaign was
to empower young girls by breaking stereotypes. In a country like
Pakistan, girls are discouraged and criticized to be ambitious
about life. Girls always get to listen to phrases like “larki ho kesy
kar paogi” which stands in way of the dreams and success of
girls. The sunsilk black shine TVC firstly was about giving up to 24 hours shine to your hair (get
the hair that shines all day long) after that the advertainment was about a girl saying “tyre bhi
change krungi, bike bhi chalaungi, election bhi jeetoun gi” (Girls can do it all!) “baal
sambhaleingy Shaan se Shine bhi krein gy.”
#ShaanSeShine campaign was first spotted when celebrities and influencers posted pictures with
their hair and unrevealed faces in black and white. These influencers, celebrities, and girls were
from different parts of life. The campaign was achieved success when all these girls started to
share their stories through videos (aur ab meri bari stories). The campaign came out beautifully
with the engagement of various celebrities and influencers’ inspiring stories. The stories of the
campaign included famous celebrities such as Iqra Aziz, Urwa Hocane, Sarwat Gilani, leading
sports athletes such as Hajra Khan, the motorcycle girl of Pakistan, Zenith Irfan, and leading
content creators and influencers such as Amtul Baweja and Amafah. This campaign rightly
highlighted the problem of society, and the inspiring stories were able to show the girls, how to
break the stereotype positively.
https://www.youtube.com/watch?v=RA1gEzy0LOQ
https://www.youtube.com/watch?v=47tzzSqrAl4
Customization Campaign
In 2016 the Sunsilk campaign in Pakistan of customize design of bottles is collaboration with
local fashion brands of Pakistan. Sunsilk claimed that it is a fashion edition bottle. The actress
Mawra Hocane posted about the new campaign conducted by Sunsilk in Pakistan on Twitter. The
campaign was conducted in Dolmen Mall Clifton in Pakistan and the campaign allowed the customer to
customize their own Sunsilk bottle and packaging.
In 2021 sunsilk again started customized bottle campaign in collaboration with a karachi based
online supermarket named “Super Sauda”. In this campaign you can customize your own sunsilk
bottle through the website of Super Sauda. The message of Sunsilk through this campaign is that
every of their customers could design their own bottle according to their creativity and
preferences. This Campaign idea was very creative and good for attracting young girls. This is
something new therefore every girl will definitely want to try this and would love to have their
own customized bottles. This is a great idea to engage the customer and increase sales through
collaboration. (banao apni bottle apni thran cool)
https://www.youtube.com/watch?v=Hsi2lSryoOE
TVC Advertisement
Sunsilk Long and Healthy
The sunsilk Long and Healthy shampoo with Biotin, is for fast hair growth and healthy hair. The
Advertisement was about fast hair growth of a girl who wanted to grow her hair long for her
friend’s wedding which was in 3 months and getting long hair in 3 months was difficult but
sunsilk made it possible with its new Biotin Shampoo, “3 months may lamby Baal, no waiting
saalon saal”.
https://www.youtube.com/watch?v=0YYfR8PABak
The second advertisement is about a girl who plays basketball and wanted long hair as well her
coach said to focus on the tournament and not on growing hair, but she used sunsilk and her hair
become long and healthy. The idea behind was that with sunsilk you can grow your hair long and
healthy “basketball ya lamby baal, ab dono kiun nahi” the ad was to spread awareness that now
growing hair with sunsilk is easy.
https://www.youtube.com/watch?v=bBotko-ezmc
#Baal Baal Bach Gaye
This is the advertisement of SunSilk’s Long and Healthy
Growth shampoo which contain Biotin for hair growth.
This #Baal Baal Bach Gaye is all about the growth of
healthy hair. In the advertisement the girl’s squad has
come together to reveal the greatest mystery of Sarah’s
hair growth, it is kind of episode that consists of a story
of the hair growth of a girl named Sarah. Her family try
to convince her to use different remedies, which is quite realistic and relatable for every girl, and
then Sarah came to know about the new Sunsilk Long and healthy growth shampoo with biotin
which ultimately changed her hair game, and her hair become long and healthy. The commercial
was quite simple and realistic thus good for connecting with customers.
https://www.youtube.com/watch?v=1DJ2oLZaako
The wedding Diaries
The wedding diaries 2016 advertisement was about glowing healthy long hair and hairstyling for
weddings with Sunsilk Thick and Long shampoo. The advertisement has actress Hania Amir in
it. In Pakistani cultural weddings, festivities extend over a week or two with several events. The
girls want to look different in every function it gets stressful for young girls to ensure that they
do not look the same at every event. The hair plays an important role in this therefore Sunsilk
targeted this issue with a solution of their thick and long shampoo.
https://www.youtube.com/watch?v=yMjUoHHxtc4
The Wedding Diaries 2018, second advertisement was in association with the movie named
Jawani Phir Nahi Aani 2 (JPNA 2), it was a wedding song from the movie and the actress Kubra
khan was in the song along with Humayun Saeed. This advertisement was about recreating
Sunsilk wedding hair look from the movie JPNA 2, the campaign was about recreating and
sharing the look to get a chance to win the designer Ali Zeeshan’s outfit, and it was also a chance
to win free premier tickets of the movie JPNA 2. This marketing strategy was quite good and
beneficial for Sunsilk and for the promotion of the movie JPNA 2 as well.
https://www.youtube.com/watch?v=t51F3w6EIaA
Billboard Advertisement
First time ever in Pakistan Unilever uncovered the world’s first-ever programmable LED sequins
billboard for the launch of Sunsilk, Shaan se shine campaign it was a collaboration with Kinetic
Pakistan. The concept of shine was brought to life by a programmable LED featured billboard
The billboard of sunsilk was quite visible from a long distance and become the talk of town.
These billboards were positioned at high traffic zones in Lahore and karachi. Moreover, Sunsilk
also positioned shimmer billboards with cut-outs at all main cities of Pakistan. The shine
proposition of the Sunsilk brand was represented by the eye-catching shimmer billboards.
Marketing strategy
Product
Sunsilk has a unique packaging of its product which makes it different from other brands.
Sunsilk consider the product and its packaging essential for the brand imagine. The products of
sunsilk includes shampoos, Perfect Straight Shampoo, Lusciously Thick and Long Shampoo,
Nourishing Soft and Smooth Shampoo, Stunning Black Shine Shampoo, Hairfall Solution
Shampoo, Long and Healthy Growth Shampoo and a variety of conditioners, Perfect Straight
Conditioner, Lusciously Thick & Long Conditioner, Nourishing Soft and Smooth Conditioner,
Stunning Black Shine Conditioner, Long and Healthy Growth Conditioner.
Price
Sunsilk shampoo and conditioners are available in different sizes of bottles and sachets and have
different prices according to the size. Sunsilk’s products are reasonable and affordable, and the
customers can buy according to their budget. Sunsilk provides good quality products at a low
price and maintains value for the customer this increases the demand and profits as well price of
sunsilk. Shampoo sachet price Rs. 10, Small bottle price Rs. 260 and so on.
Placement
The distribution objective of sunsilk is to reach as many towns and cities as possible. Uniliver
has a network of distributors which sell to wholesalers. Different distributors are for different
areas, they evaluated the areas on daily basis. They carefully select the retailers to make sure that
the retailers, know about the product and its features, the placement of the product should be
along with its competitors, the product should be displayed distinctly, the distributers of sunsilk
also contribute to its promotion by word of mouth.
Promotion
The promotional strategy of sunsilk includes, sponsoring fashion shows, innovative campaigns to
attract women and mainly young and fashionable girls, advertising through, social media, print
media, TVC’s, free sample distribution, and new products and formulation to fulfill the needs of
consumers.
SWOT Analysis
Reference
https://www.unilever.com/brands/beauty-personal-care/sunsilk/
https://www.sunsilk.pk/home.html
https://logos-world.net/sunsilk-logo/https://aamiriat.wordpress.com/2014/06/12/sunsilk-
pakistan-unveils-2014-fashion-edition-bottles/
https://tribune.com.pk/story/245416/evolving-advertisinghttps://
www.somethinghaute.com/shaan-se-shine-sunsilk-inspires-pakistani-women-to-shine-in-
various-fields/
