Marketing Sunsilk: How Unilever Launched its Global Hair Care Brand in the US


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG204 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

International marketing, Consumer Behavior, Marketing Communication
Case Length : 17 Pages
Period : 2006-2008
Pub Date : 2009
Teaching Note : Not Available
Organization : Unilever
Industry : Consumer Packaged Goods
Countries : US

Abstract:

This case is about the promotional strategies adopted by Unilever to promote one of its leading hair care brand, Sunsilk in US. Sunsilk debuted in the US market in 2006. The goal of Unilever was to position Sunsilk as a brand that provides solutions to hair problems faced by women. The brand was advertised through different media including television, print and online. The case provides a detailed description of innovative campaigns such as 'Hairapy'and 'Life Can't Wait'launched by Unilever to attract women towards the brand. The case concludes with a brief account of the steps to be taken by Unilever to sustain Sunsilk's presence in the US market.

Issues:

» Understand the issues and challenges in launching a brand in an international market.

» Study the hair care market in the US and examine how Unilever launched Sunsilk in the country.

» Analyze the promotional strategies adopted by Unilever to promote the Sunsilk brand in US, particularly the 'Hairapy'and the global 'Life Can't Wait'campaign.

» Analyze the future prospects of Sunsilk brand in US and explore strategies that the company can adopt.

Contents:

  Page No.
Introduction 1
Background Note 2
Sunsilk - The Brand 4
Sunsilk in The USA 5
Sunsilk Promotional Strategies 6
Outlook 11
Exhibits 12

Keywords:

Marketing communication, Consumer behavior, Global branding, Viral marketing, User generated global campaigns, Hairapy, Life Can't Wait, Consumer Packaged Goods, US hair care market, Unilever, Sunsilk

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