|




 
 

 
 



  







 |




  


|
 

  

‡ Sunsilk launched a variant Fruitamins at Rs. 79 for

200 ml. The proportion of the brand is a fruity
fragrance and nourishment to hair. Research showed
that there is a need for a product of this kind. HLL has
a number of variants for different segments ( Clinic,
Lux and Organics are some of them). The company
also has brand Nutracare priced on par with
Fruitamins. The strategy of the company is to offer a
choice to consumers who may also like to switch to
different kinds of shampoos. There may be
consumers who may use a dandruff shampoo in the
short-run and switch to a cosmetic glamour-based
shampoo(Lux is an example) later. Pantene has been
a successful brand from P & G. Nyle and Ayur are
brands which are in the µnature¶ based shampoo sub-
segment. While the herbal brands are positioned with
the core proposition of the product ( herbal) itself,
Fruitamins seemed to be positioned as a herbal
option for the modern lady.
|
 
 

  

 —
 

  


 
 
  
 !"##
 —


  $


% 

  
 —

 &  '
( 
) 
* 

   
 
 $ '+


,
 -
|
 
 

  


-.

 
 
/

( dandruff shampoo (short-
run) >> Cosmetic Glamour-based
shampoo (Long Run)
‡ |
   Pantene (P & G).
Nyle and Ayur {As given in
case}.
‡
    : Clinic, Lux and
Organics {As given in case}.
|




‡ What kind of à


and psychographics would be

appropriate if a brand like
Fruitamins is to be positioned
for a family which may have
³Multiple buying units´?
‡ Is it worth while attempt ??
|




‡ Parent Company - HUL

‡ Brand - Sunsilk
‡ 4Ps :
Product
Price
Promotion
Place
K



 

  
| '
&01
 2' 



 
 (&01 |
.
13.2$

.%  
4
$

|
5-
‡ > HUL¶s Other Shampoo Brands -
Dove, Clinic Plus, Clear (HUL
Official Website).
K 
 
 

 

|

 
| 


‡ Touching the lives of 2 out of 3

Indians
‡ Over 20 distinct categories in
Home & Personal Care
Products and Foods &
Beverages.
‡ The company¶s Turnover is
Rs. 20,239 crores (for the 15
month period ± January 1,
2008 to March 31, 2009).
K
|  

 !


K"


| 
  

K"
K | !


|




‡ Brand : Sunsilk
 Highlights
Sunsilk is a hair care brand
Primarily aimed at women
Sunsilk is Unilever¶s leading hair care
brand
Sold in 69 countries worldwide.
Sales of more than ¼1 billion a year.
Number 1 in Asia, Latin America and
the Middle East


 #


 —
  '
4|
5

‡ Type of Product :
> Convenience Product (FMCG)
> Sunsilk has a good brand recognition.


 #
$% &'

 —
 

  '
4% /5
|




(

‡ Problems in New Product

Development ??
Research showed a need for
the product.

‡ Type of Product
Convenience Product (Shampoo
- FMCG)
HUL India's largest FMCG
products manufacturer
Sunsilk has a good brand
recognition.
|




(

‡ Level of Product
Core product or Actual Product
Expected product ± Tangible ± Product
Differentiation
Room for Augmented and Future
product ?

‡ PLC ?
Decline Stage ± Product withdrawn
from market.
|




(

‡ Branding
> Individual Branding ?
> Umbrella Branding ?

‡ Brand Rejuvenation ??
1999: Range relaunch using
Fruitamin as the new nature-
science technology approach
(Project Apollo)
|




(

‡ Packaging n Labeling
Sachets ?

‡ Pricing : Strategy
Skimming ± Slow skimming
|




(

‡ Place :
Good reach ± National Wide
Product of Sunsilk (HUL)
Distribution system

‡ Promotion
Advertising,
Brand Ambassador,
Gang of Girls introduced in India
|




(

‡ Place / Distribution :
Retail outlets, Mom n Pops store.

‡ USP ??
Fruity fragrance and nourishment to
hair ± Herbal option to Modern lady.
 

ù Demographics -
Age 16-45 Years
Gender ± Both Men and Women
Family Size - >3 ± Advt. of a Family
using the product with multiple
positioning.

ù Psychographics -
Social Class ??

ù Behavioural ±
Purchasing Approach
 

‡ Is it a Worthwhile Effort ??
Repositioning ± Rejuvenation,
Packaging, Sachets,
Market the USP,
Promotional offers,
Target large audience ± Against
small target group of Garnier.
No cost on New Product
Development.
Market potential to be captured
fully.
@
)