Marketing Strategy and SWOT analysis of Sunsilk Shampoo

Have you ever thought about what makes ladies confident? There are extensive research and discovery in this field where the results show that the first indicator of self-confidence females can gain by virtue of beauty. They need to have no doubt about being beautiful, and the studies confirm this. Having healthy and glittery hair is one of the most vital facets of the beauty sector. Sunsilk Shampoo includes mixed oils of the kernel, sweet almond, coconut, etc., that offer an excellent opportunity to have soft, smooth, and straight hair. If you are already curious about exploring the brand further, you are welcome to read below. 

I suggest to launch our journey by getting acquainted with the vision and mission statements of Sunsilk brand.

Vision Statement

Work to create a better future every day by inspiring people and develop new ways of doing business.

The company of Sunsilk perfectly elaborates on the self-esteem and self-confidence of people, which will undoubtedly inspire people to work harder and succeed. They also evolve new methods for modern entrepreneurship that is the other part of their visionary. 

Mission Statement

To add Vitality to life.

Sunsilk properly knows what people need to have. It will be better to point this out, especially for their target market, because they need an essence and motivation for life to fulfill the goals and dreams. Being a real vitality to life is something every individual seeks for and appreciates first in the chosen brand. 

Thus, it’s high time to discuss the positioning strategy of the company.

Here we see a lovely image from the official Instagram Account of Sunsilk production. There is displayed a pinky picture with flowers of white, purple, and rose colors and a note. The note transmits a message to “be extra ready.” What does this mean? Sunsilk shampoos give unlimited access to the world of flowers, where the cozy odor makes one in love with the product.

It not only makes good vibes but also makes hair smoother and more elastic. So, one, using the Sunsilk shampoos gets more than ready, as they claim, “extra ready.” The impressions, mood, and vibes reveal us about the brand archetype the company belongs to: The Lover.

So what does the Innocent Brand archetype represent?

Core Desire: attain closeness and feel the foremost happiness.
Goal: to be engaged in activities and social life of the surrounding people whom they love
Strategy: to be attractive in all means like physically, emotionally, and in every possible manner.

Messaging Levels

Level One: seduction, falling in love with someone or something included a work, item, idea, cause, etc.
Level Two: seek for a memorable romance or flirt
Level Three: dedicate time, efforts, emotions to something or someone you love
Level Four: emotionality, romanticism and spirituality follow them

The Innocent may be a suitable identity for the brand if

• The utilization of the product will promote to find love or friendship
• Whose presence fosters a close association of friends or loving people, making them emotional and happy together
• The pricing varies from moderate to high
• Is differentiated somehow from the other branded competing products in the market. 

Brand Archetypes. Why do we need them in practice?

Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication based on the archetypal branding. A company may have many messages, but they do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.

These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logics of Brand archetypes bring more uniqueness and clearness here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication based on archetypes.

You are welcome to read further the SWOT Analysis of the brand below.

Strengths

Prominence. One of the main fundamental aspects the company continuously elaborates on is the prominence it never stops to gain and maintain through effective brand awareness campaigns. The company has wide distribution channels in more than 80 countries worldwide, which means they vastly invest in making distribution and availability of the products in those countries regular and without obstacles.

Product Portfolio. Sunsilk owns many different shampoos for different purposes. There are types like for hydration, softening and smoothing, strengthening, shining, revitalizing damaged hair, maintaining the colored hair, etc. One can find shampoos called “two in one”, which means there are two functions one shampoo serves. There is also special shampoo for men called “Detox for Men” that energizes and refreshes hair. 

Price. As there are a great bunch of shampoo brands and retailers, one can find varying prices for all of them. Sunsilk shampoo averages in mediocre pricing compared to its competitors. It is about 1.5-2 US Dollars cheaper than other prominent ones, which creates an affordability opportunity for potential consumers. 

Brand Ambassadors. The company has prominent brand ambassadors like Shakira and Madonna, that promote and advise to utilize Sunsilk production.

Weaknesses

Differentiation. As many brands offer shampoo and other care and beauty products, there is a consumer choice. It is sometimes difficult to differentiate a particular brand where there are many other equally strong competitors.

Lack of Market Share. The wide varieties of the same product make each brand’s market shares smaller as new brands are increasingly adding. This makes the turnout cycle of the company lessen and difficult to enhance the overall financial turnout. 

Products for men. Sunsilk products released especially for men are very few. We can say there is only one type of shampoo called Detox for Men. This is a company’s weakness because other brands own collections for men that vary with their smell and usage. 

Opportunities

Development. The care and beauty industry is always in the cycle of a rapidly growing and evolving environment. You can find renovated versions of every single shampoo or care products. This allows Sunsilk to regularly enlarge and update its product portfolio to keep the pace of rapid changes and consumer entertainment in a constant mode. 

Cooperation. A great opportunity for Sunsilk shampoos is to make new tie-ups with different organizations and companies like hotels, beauty centers, fashion, and studying institutions, etc. This will enhance the brand awareness of the company and positively impact the annual revenue.

Social Media. In order to gain brand awareness and prominence, one needs to be active on social platforms because almost all pursue the newness that comes from there. Sunsilk can apply curious campaigns and advertisements to gain more potential consumers through, for example, Instagram, Facebook, or YouTube accounts. 

Threats

Competitors. Garnier, Head & Shoulders, Pantene, Dove, etc., are from the competitors’ list that offers approximately the same product with lower or equal price. This can negatively affect the demand cycle of Sunsilk Shampoos. Moreover, the companies intensively invest in R&D, which means they never cease to propose the improved kinds of already popular products. 

Distribution. Sunsilk Shampoos are available in many countries; however, they are accessible mainly in the urban areas of the countries. The distribution channels are poorly evolved in rural ones, which might challenge the brand if other branded competitors’ goods are located.

Inflation and regulations. The Covid-19 pandemic brought a chaotic situation to nearly every country. On the one hand, probably, there will appear issues related to inflation rates that cause the goods’ costs to enhance so that the pricing might vary immensely. On the other hand, new terms and regulations are being applied in different countries differently, which is another obstacle for the company to function. 

Let’s go on with the targeting strategies and marketing plan of Sunsilk Shampoo.

To do so, I suggest to watch a commercial example first below.

Here we see the advertisement launch showing four young and sweet girls who seem energetic and motivated to have a memorable voyage together. They descended from a hill full of nature where the Sun nicely spreads its shining rays in the sky. They smile and make happy selfies on the boat, where the girl wearing pink feels special while she touches her hair.

They are soft, and the odor seems incredible, which her friends also noticed. The lady who used Sunsilk Shampoo feels self-esteemed, overconfident, happy, optimistic, and different. This is what the target audience of the brand seeks. They are confident and energetic who want to go further and achieve more of what they deserve. The target audience of the Sunsilk Shampoo are Chardonnays.

Values and Beliefs

Chardonnay Girls are ‘yes’ oriented people. Their passion is to share their life with the friends and make the moments unforgettable. They are open to new things in terms of challenges in all cases; however, there is a little bit of a dissonance between what they say and what they actually do.

The target audience considers themselves as optimistic and highly sociable people who seldom experience many negative emotions. It is imperative to their personality that they be well informed and up to date on the world’s trends and changes. This is the way they behave in order to make their friends pursue them. It is essential to be unique and different from others.

Chardonnay Girls want to get to the top of their career, but not so sure that they are willing to make the necessary sacrifices to achieve this. The main goal for them to do in the workplace is to be noticed and recognized by the colleagues for their charismatic features and intelligence.

Attitude for Shopping

They are stylish people and think that having style is an important part of their life. Shopping is another favorite pastime they frequently are used to do. They are the highest in the population who spend much of their time and money on shopping because it gives them a sense of belongingness.

They usually immediately buy what they want, and if they lack finance, they will save up to purchase it later. The target audience highly appreciates the quality products. If the cloth is stylish, they will maintain their trendiness.

The representatives of the target audience value good advertising that promotes them to think before ignoring something special. In other words, entertaining and engaging ads and posters can catch their attention and prompt them to purchase the displayed product.

Other interesting facts about the target audience

• Chardonnay Girls usually spend money without thinking or reconsidering. This is because they want to live for the moment and never think about the future. 
• For them, hobbies may be a fair reflection of their personality. They choose to attend gym or exercise regularly to stay in shape and remain attractive is a regular activity for them because it somehow tells that they are vibrant, stunning, and exciting people. 
• Chardonnay Girls, are not quite environmentally conscious. They are not interested in fields where they have no power and when there are still many issues to be addressed in their lives. 

16 Personalities (why do you need them in your business?)

After you realize the power of Chardonnay girls you may ask now, how can I make my company desirable for them? How to pay their attention in advertisements?  What are the benefits of their behavior? You can find all the answers to these questions in our e-book called “16 Personalities”.  You will also find all the solutions for your marketing problems, which will obviously change your insights about buyer persona.

Of course this is one of the 16 personalities and with this book you will discover all of them. With knowledge of each 16 personalities you will confidently find your ideal buyer persona and change your marketing strategy to achieve new levels. The book also gives you some hints for selling your product and negotiating with your clients.

So much about the marketing strategies and SWOT Analysis of Sunsilk Shampoo. We explored the targeting strategies the company applied and some more details about their target audience. Moreover, the SWOT Analysis and the brand archetype investigations undoubtedly helped you find out the answers to the previous questions you probably had. We hope this was a useful article for you. For more similar blog posts, refer to the main page of our website.