1. Executive Summary
This marketing plan forms the basis of the introduction of an innovative and unique product
by Sunsilk. The analysis allows us to the best strategies to help our product be successful
with the internal and external environments which we have analyzed at our best
understanding. Sunsilk Hair Colour Shampoo will be marketed as a unique and convenient
product for consumers who need and want to colour their hair. And we would like to
maintain the company’s status as the 2nd brand leader in hair care industry in Pakistan. The
marketing strategies will enable us to reach the target sale of
Rs 50 million by end of first year and also bring awareness to the consumers in the six
months about the new product, and reach at least 80% consumers in Pakistan. The hair colour
industry is currently in the growth stage and the number of people who wish to colour their
hair is growing day by day. Customer have been introduced by hair colouring products and
there is a existing industry for colour in Pakistan, but Sunsilk Hair colour Shampoo is a new
innovative product which is convenient for consumers to use and also less harmful then other
products available.
Introduction
This plan has been prepared as an assignment for Marketing Strategies and Operations class
at London Business School of Finance. The plan will provide background information about
the current environment in which Hair colour products are operating in Pakistan. It will also
discuss the present state of hair colour products in general, which will include information on
the company and its interest in extending product range in Pakistan, and give a broader idea
of how the brand will be introduced and marketed in the current environment.
Company Background
Sunsilk is a product of United Kingdom, which was launched in 1954. Sunsilk was
introduced by Unilever (LBPL), who are the largest consumer goods producing company in
Pakistan, especially in personal care products. Unilever was found in 1930 by Antonius
Johannes Jurgens and William Hulme Lever. It was incorporated here in 1948 at Rahim Yar
Khan.
Sunsilk was introduced in 1989 in Pakistan with three different types of shampoos for
different hair texture. Getting Support from hair stylist was the first step in constructing the
image of the brand as a hair care expert. In beginning of introduction of Sunsilk brand, it was
being raided by other competitors, in which, sunsilk was not able to gain the desired share in
the market. T...