SUNSILK
The shampoo market in Pakistan was to the tune of Rs.12.5 b in 2012.Unilever still leading with a 50%
market share followed by P&G at 34%.Overall brand-wise position was as follows:
Sunsilk
26%
Head &Shoulders
19
Pantene
15
Lifebuoy
15
Bio-amla
10
Clear
7
Sunsilk having the advantage of being the “first branded shampoo” in the market is almost 20+ years
old. However Pantene launched in early 2000 in the local market has shown exponential growth with its
star –studded campaigns featuring KK and Shilpa.The “celebrity appeal” glamour has given it a solid
edge over the seemingly lukewarm “under & confused positioned” Sunsilk .
The most significant difference between the two brands is the “consistency” and “singularity” of
concept by Pantene.Black.Shiny.Long hair.
Sunsilk, on the other hand, is following in the steps of “everything to everyone” approach. Long &
Strong. Black & Shiny.Anti-dandruff.Even the herbal Shekakai.Packaging has been jazzy in multiple colors
with changed shape of the bottle 2 years back. It’s a more feminine design with greater appeal than the
previous one.
P&G encircled the brand leadership of Sunsilk through 4 brands-Pantene,H&S,Pert+ and Herbal Essenceall having distinct focused targets to cater to.
Herbal Essence couldn’t survive the cultural values of the local market being unable to convey the
“orgasmic” notes of the brand as its essence.
Pert+ failed to convince the market for its damaged repairing attributes.
However, it managed to pose serious threats to Sunsilk. Growth rate of Pantene is now extremely
worrisome for the Category management at Unilever.
Extension of Lifebuoy into a daily usage shampoo for the lower tier came to the rescue of the company
for volumes. However, clear-as an anti-dandruff shampoo- failed to put up any resistance to H&S
despite positioning the brand exclusively towards Men- using even Shahid Kapoor as the persona in the
beginning. Slowly the brand has transitioned towards a bi-gender shampoo used both by male &
females. With the promise “dandruff does not return with Clear, it is still struggling to grip-on to a
sustained position against Head & Shoulders.
Head& Shoulder featuring Karina as its brand ambassador right from the start very intelligently
maneuvered its USPs from mustard oil, coconut and currently fragrance to lead from the front.
Incorporating Saif Ali Khan at the right moment, H&S has very successfully coined the essence of the anti-dandruff shampoo-to a daily usage brand.
Sunsilk is engulfed by Pantene and H&S and gradually losing grip. Positioning it to the Abaya clad
segment seems a good move but it has not abated the swift and burgeoning trend of Pantene.
Positioning is still confused with brand promises varying from “an Int’l brand” of global experts to long
hair and lesser hair fall. Pantene however looks much more glamorous with Shlipa’s “89% less fall”.
In the first quarter of 2011, Unilever launched Dove as a flanking brand hoping to distract Pantene. With
a marketing goal of clinching 3% share from the 10 towns of Strata I-III towns, the brand seems to be
advancing more than the expected volumes. Positioned as “Touching believes” and promise of “98% no
hair fall”, the brand has created a difference by offering a “damage therapy” benefit.
Bio-amla without much promotion is thriving on its singular idea of an herbal shampoo.No change in
their design & shape,the brand is reaping on the cultural values of the society with SEC B & C as the
target.
Sunsilk, Pantene, H&S, Clear and Dove-all are premium priced brands ranging from Rs.150-180/100ml.
Lifebuoy catering to the SEC B&C is available in the range of Rs.75-100.
The media spend in 2010 was over Rs.400m for each brand and 2012 witnessed an even higher budget
crossing the vicinity of Rs.450-500m each by Sunsilk, Pantene & H&S.Lifebuoy is also creating high
saliency.
All TVCs, print ads and packaging may be viewed on www.brandimage.com.pk or YouTube /
dailymotion.com.
1. What Sunsilk can do to stop its diluting share?
2. What steps can bring Clear closer to H&S?