From this market survey, it can be concluded that nowadays consumers have become really conscious about the products they purchase. In the shampoo industry, during the old days the only thing the consumer used to keep in mind while purchasing was the brand name or else the person/celebrity who used to endorse it, but now things have changed. Consumers not only check the effectiveness but also the ingredients. Shampoo like Dove, Sunsilk, Garnier fructis, etc are very regular among the households and the main source is television advertisement, i. e. , the ads make the brands known among the mass and rest is on their usage.
Swot analysis of Dove Strength Strong brand name/ image of the product Contains micro moisture serum which makes the hair soft and manageable. High quality product. The target market is educated professionals who belongs to premium and middle class Very good distribution network all over India. Weakness Competitors with strong promotional activities Customers are offered better alternatives due to the competitors. Poor promotion of free samples and sachets. Opportunities Population expanding at a rapid rate. Consumers are becoming more quality conscious. Costumer base is increasing with effective marketing.
Baby shampoo is another area where they can make huge profits. Threats Political and economic factors. Partial government policies. High rate of competition. Local and global competition. Introduction to sunsilk Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world’s leading company and brand in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the “billion dollar brands”. Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide.
Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East and is the number one hair care brand in Pakistan, India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka, Indonesia, and Thailand. Esteem Silk is not very high on esteem, enjoys third position with a 60 percentile. The reason probably could be seen more as mass product and lesser as a premium product. Shampoos like garnier are seen more as a premium product. Differentiation Sunsilk is second on differentiation with an 80 percentile.
There are a variety of reasons due to which sunsilk enjoys differentiation. It does different things like a gang of girls, offers expertise of hair care, experts like Jawed Habib and Samantha Kochhar. Relevance Sunsilk brand is highest on relevance. This could an account of various reasons. Sunsilk is popular brand, a unilever product, used since many decades. It is a quality product at affordable price. Moreover, it has wide variety of variants to cater to different consumer preferences. The is relevant among wide masses because of its quality, affordability and constant innovation. Evolution on sunsilk
Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different countres worldwide. At the time, Sunsilk had an advantage over other shampoos in the market as it only needed one application, and so meant washing less natural oils from the hair. Sunsilk cream shampoo for dry hair was launched in 1956. In 1958, a new transparent polythene tube for the liquid shampoo was introduced as an alternative large size pack to the bottle. Sunsilk was also available in such tubes. In 1960, Sunsilk Tonic shampoo was launched, containing skin healing ingredient Allantoin – designed to help keep the scalp free from infection.
In 1961, Sunsilk Liquid shampoo was re-launched to Sunsilk Beauty, because ‘Liquid’ in the name, originally used to distinguish the product from powdered shampoos had become meaningless as the majority of shampoos were now in liquid form. In 1962, Sunsilk was marketed as a range of shampoos for different hair types. Sunsilk significantly improved product formula and launched new variants in 1966: the first major shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable; shampoo for dull hair, which restored hair’s natural shine; lemon shampoo for greasy hair with deep cleansing ingredients.
Sunsilk hair spray was first launched in 1964 to enter an expanding hair-spray market, but in 1966 a new product formula was developed which gave hold, even in damp weather whilst still caring for hair. The hair spray contained a French perfume and could easily be removed by brushing or shampooing it out. In 1969, all Sunsilk shampoo was re-packaged in new PVC bottles, which were larger than traditional glass bottles for the same price. Sunsilk conditioner was launched in 1971 with three variants for dry, normal and greasy hair. In 1973, Sunsilk launched an aerosol dispensed setting lotion.
An economy size shampoo bottle was introduced for Sunsilk in 1974. In 1975, Sunsilk became the biggest name in hair care with 1,000,000 packs being sold every week. In 1980, the whole Sunsilk range was re-launched, with improved formulations and packaging design to bring the brand into the 1980s. In 1985, Sunsilk styling mousse was launched and 2 years later a conditioning mousse followed. In 2001, Sunsilk moved into the hair colourant market for Asian-type dark hair, offering a range of seven permanent colours from natural black to copper with purple, red and gold tints.
In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to meet women’s hair needs and reflect the way women think about their hair. The fake institute (a trademark by Sedal) “Elida Hair Institute” developed the products in response to market research. Each product contained a unique formulation of ingredients, combining the best from natural and scientific worlds to help combat common hair problems. Milestones
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