A PROJECT REPORT

ON
BRANDING STRATEGIES OF FMCG
INDUSTRY

Submitted by:
Rukhsar M. shaikh
MMS (2014-16)
Roll No.60

TABLE OF CONTENTS
CONTENTS

PAGE NO.
Chapter I

1.1 Executive Summary

2
1.2 Introduction to the Industry

1.3 Introduction to the Company

1.4 Introduction to the Project15

Chapter II
2.1
17

Objectives

2.2 Review Of literature

2.2 Methodology

18

2.3 Sampling Design and Sample Size

2.4 Limitations to the Project

19
21

Chapter III
3.1 Findings from Observational Field Study

23

3.2 Analysis &Findings : Consumer Perspective

25

3.3 Analysis &Findings : Franchisee Perspective

31

Chapter IV
4.1 Conclusion
Observation and Suggestions
4.3 Recommendations
4.4 References and Bibliography59

4.2
54
58

International JournalofResearch in Management &SocialScience

Volume1,Issue1 (July September, 2013 )

Declaration

I Rukhsar.Mshaikh , do hereby certify that the Project Report entitled Branding

Strategies of fmcg industry , Submitted in requirement of fulfilment of Summer
Internship. It is an authentic record of my own work under the guidance of
Mr.SatvinderBedi of management studies.

Date:

Rukhsar M.Shaikh

Place:

60A

International JournalofResearch in Management &SocialScience

Volume1,Issue1 (July September, 2013 )

ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report asa student of Allana Institute of
Management Studies, Mumbai I would like to express my gratitude to all those who gave me
the encouragement to complete this project
My sincere and heartily thanks to Mr. SativinderBedi, Visiting faculty member of Allana
Institute Of Management Studies, for giving me his valuable time and for all the guidance
giving executing the project as per the requirements.
I would like to give a special thanks to my parents and family for their love, support and
blessing enabled me to complete my project successfully.
However I accept the sole responsibility for any possible error of omission and would be
extremely grateful to the reader of his project report if they bring such mistakes to my notice.

Rukhsar M.Shaikh
Roll no 60A
MMS (2014-2016)
satvinderbedi2000@yahoo.com

International JournalofResearch in Management &SocialScience

Volume1,Issue1 (July September, 2013 )

Executive summary
Brandingisanintegralpartofthebusinessbuildingprocess.Largecorporationsspendhundredsofmillionsofdo
llarsbuildingtheirbrands.Brandshave
become
themostvaluable
assetwithinany
enterprise,quintessentialzingthe knowledge,theart,the science,andthe work ofeachpersonineach
work
day,makingthem
the
ultimate
symbolofmuchthatisgoodandtrueandbeautiful
withinourglobal economy.Intime,Brandsbegantopenetrate beyondthe corporate world. The
impactofbrandinginthe business building process of FMCG companies inIndia was also
witnessed two decades back. TheIndian FMCGsectoristhefourthlargestsectorin theeconomy
withanestimatedsizeofRs.1,300 billion.The sector has shown an an attempt
tounderstandtheconceptandrolesofbrandingstrategyinthebusinessbuilding
processofFMCGcompanies.Forthebetterandin-depthunderstanding,project
comprises
caseof3MNCsin the FMCG sectorinIndiaare studied. The brandingstrategiesoftop
threeMNCsi.e.P&GIndia,HUL, Colgate-Palmolive India,especially inthe body care
productsamongFMCGproduct areanalyses
in details. The projectconcludes that
differentMNCsinFMCG sector adopt different branding strategies each posing different pros
andcons, depending upon their goal and vision.The summary describes the history, mission,
vision ,purpose and the sun silks, Pantene s total brand and how company manages these
brands for segmentation,targeting and positioning.

INTRODUCTION

Due

tothe rapidchangesinthe globalmarketandthe increasedcompetitionexperiencedbetweenfirms,

BrandManagementhasbecome more important.Goodbrandmanagementbringsaboutclear
differentiationbetweenproducts,ensuresconsumerloyalty andpreferencesandmay leadtoagreater
marketshare.Brandsarehighly regardedasanimportantsourceofcapitalformostbusiness.Theterm
brandhasdifferentmeaningattachedtoit;abrandcanbedefinedasaname,logo, symbolandidentityor
a
trademark.Apowerfulbrandwillenhanceacustomersattitude
strengthof
the
productassociationof
a
brand.Attitudestrengthisdevelopedbyexperiencewiththeproduct.
Brandnameandwhatabrand
standsforarethecorevaluesformostfastfoodmovingconsumergoods(FMCGs).Ifproperly
managed, itwillincreasethecompetitive advantage ofthe fastmovingconsumergoods.The basic
attribute
ofafast
moving
consumergoodsarealsoimportantforaFMCGbrandtoexcel
becausethestrengthofabrand
commonly
providethefundamentalstepsfordifferentiatingbetweenseveralcompetitors.Majorityofthe
FMCGbrandshavedistinguishablebrandidentifiers,forexampleLuxsoapiseasily
recognizedby
customers.Conclusively,thebestway
tobuildbrandvalueandstopproductandservicecommoditizationis through continuous attempt to
buildbrand
equity.
Strong
brands
are
established
by
creating

International JournalofResearch in Management &SocialScience

Volume1,Issue1 (July September, 2013 )
anemotionalattachmentwithcustomers,seekingdifferentiationincommunicationandperforming
the
service.Branding
makescleararestaurantsreasonforexistenceandinspiresitsemployeestogetusedto
thebrand
therebybuildingit
forcustomers.Brandsareusedasshorthandtomaketripstothegrocery
storeeasier;theyareusedtore-assureusabout
purchasing
decisionsandareevenusedto
defineourselvesinthesociety.Abrandisapromise.Witha
brand,customerexpectationsareset.Whensomeonebuysaproductorservice,they
countonthose
expectationstobefulfilled.The function and art of branding is amajor contributor to the success
of aproductorservicesoldby thecompanythatmarketsit.AccordingtoWebstersDictionary,abrand
is defined as a means of identification, or an arbitrarily adopted name that is given by
a manufacturerormerchant to an articleor service to distinguish it as produced orsold
bythat manufacturer ormerchantthatmay beusedandprotectedasatrademark.Brandmanagement
aimsto buildintocustomersmindsasetofperceptionsandattitudesrelating toanoffering, leading
topositive
buying
behavior.Toachievethisgoal,managersmustknowagreatdealabouttheircustomerbase.The
powerofabrandismeasured by itseffectonbuyers.Apowerfulbrandwillcauseitscustomerbaseto
eitherdeferorrefuse topurchase ifthe brandisNOTavailable.

INDIANFM
CGSECTO
R
TheIndianFMCGsectoristhefourthlargestsectorintheeconomywithatotalmarketsizeine
xcessofUS$13.1billion.Ithasastrong
MNCpresenceandischaracterizedby
awellestablisheddistribution
networkintense
competitionbetweenthe
organizedandunorganizedsegmentsandlow
penetrationcost.
Availability
ofkeyrawmaterials,cheaperlaborcostsandpresenceacrosstheentirevaluechaingives
Indiaacompetitive
advantage.TheFMCG
marketvalue
issettotreblefromUS$11.6billionin2003to
US$33.4billion
in2015.Penetrationlevelaswellaspercapitaconsumptionin
mostproductcategories
likejams,toothpaste,skin-care,hairwashetcinIndiaislowindicating
theuntappedmarketpotential. Burgeoning Indian population, particularly the middle
class
and
the
rural
segments,
presents
an
opportunitytomakersofbrandedproductstoconvertconsumerstobrandedproducts.Growt
hisalso
likely
tocomefromconsumersupgradinginthematuredproductcategories.FMCGsectorisalsol
ikely tobenefitfromgrowingdemandinthe market.Because of the lowper capita
consumptionfor almostall the productsinthecountry,FMCGcompanieshave immense
possibilitiesfor
growth.Andif
the
companiesareabletochangethemindsetoftheconsumers,i.e.ifthey
areabletotaketheconsumersto brandedproductsandoffernewgenerationproducts,they
wouldbeabletogeneratehighergrowthinthe
nearfuture.Itisexpectedthattheruralincomewillrisein2007,boosting
purchasingpowerinthe
countryside.However,thedemandinurbanareaswouldbethekeygrowthdriveroverthelon
gterm.
Also,increaseintheurbanpopulation,alongwithincreaseinincomelevelsandtheavailabilit
y
ofnew
categories,wouldhelptheurbanareasmaintaintheirpositionin
termsofconsumption.Atpresent,
urban
Indiaaccountsfor66%oftotalFMCGconsumption,withruralIndia
accounting
fortheremaining
34%.
However,ruralIndia
accountsformore
than40%
consumptioninmajor
FMCGcategoriessuchas
personal203
care,fabric
care,andhotbeverages.Inurbanareas,home
andpersonal
carecategory,
includingskincare,householdcareandfemininehygiene,willkeepgrowingatrelatively
attractiverates.
Withinthefoodssegment,itisestimatedthatprocessedfoods,bakery,anddairy
arelongtermgrowth categories in both rural and urban areas. IndianFMCGindustry
isexpectedtogrowatabaserateofatleast12%annually tobecomeaRs4,000 billionindustry
in2020,accordingtoanewreportbyBooz&Company.TheReporttitledFMCG
Roadmapto2020-TheGame
Changerswas
releasedatthe
CIIFMCGForum2010inNewDelhi
Thursday.TheReportnotedthatthepositivegrowthdriversmainly
pertaintotherobustGDPgrowth,
opening
upandincreasedincomeintheruralareasofthecountry,increasedurbanizationandevolving
consumerlifestyleandbuying
behaviour.The
reportfurther
revealedthatifsomeofthepositivefactors
drivenmainly
by

improvedandsupportivegovernmentpolicy
toremovesupplyconstraintsplayout
favourably,theindustry
couldevenseea17%growthoverthenextdecade,leading
toanoverallindustry
sizeofRs6,200Billionby2020.Thelastdecadehasalready
seenthesectorgrowat12%annuallyas
resultofwhichthesectorhastripledinsize.Releasingthereport,Booz&Company
PartnerAbhishek
Malhotrasaid,Whileonanaggregatebasistheindustrywillcontinuetoshowstronggrowth,
wewillsee
hugevariationsatmultiplelevelsproductcategory
(e.g.processedfoodsgrowingfasterthanbasic
staples),companiesandgeographies.Many
Indiancustomersegmentsarereaching
thetipping
pointat
whichconsumptionbecomesbroadbasedandtakesofffollowing
thetraditionalSshapedcurveseen
acrossmany
markets.Thesectorispoisedforrapidgrowthoverthenext10yearsand by theyear2020,
FMCGindustry
isexpectedtobelarger,moreresponsibleandmoretunedtoitscustomers,hefurther added

P&G INDIA

P&GIndiaisoneofthelargestandamongstthefastestgrowingconsumergoodscompaniesinIndi
a.Establishedin1964,
P&GIndianowservesover650millionconsumersacrossIndia.Itspresencepans
acrossthebeauty
&grooming
segment,thehouseholdcaresegmentaswellastheHealth&wellbeing
segmentwithtrustedbrandsthatare householdnamesacrossIndia.These include vicks,Ariel,
Tide,Whisper, Olay,Gillete, Ambipur,Pampers,Pantene, Oral-B, Head&Shoulders,
Wellaand
Duracell.
Superiorproductpropositionsand
technologicalinnovationshaveenabledP&Gtoachievemarket
leadershipinamajority

ofcategoriesititpresentin.P&Gadoptstheproductbranding
strategy.Product
brandingisoneextremeofthebrandingcontinuum.Itisfierclydrivenby
consumerlogic.Intermsof
customerperceptionandinformationprocessing,themosteffectivewaytodesignateaproductist
ogive
itanexclusivename,whichwouldnotbeavailabletoany
otherproduct.Thisway,thebrandisableto
acquireadistinctpositioninthecustomersmind.Whatthebrandrepresentsisclearly
understoodand
internalizedby
themarket.Thepurposeofbrandingistodifferentiateyourcowfromothercattleonthe
ranch.Therealityisthatcattleontheranchdolookalmostlikeclones.Asuccessfulbrandingprogr
amme isbasedonthe basisof singularity.Itcreatesonthe marketquite likeyour
product.Abrandmust
singularly
representaproduct.Hanging
multipleproductsonanameislikelytocauseconfusion.Abrand represents aposition, an idea,
aconceptand
aproduct.
That
is
thewayit
should
be.InP&GIndia,eachbrandsuchasOlay,OralB,Pantene,Head&Shoulderetc.ispromotedexclusively
sothatitacquiresitsownidentity
andimage.Thethrustisonmakingthebrandacquireitsownsetof
associationsandastandofitsown.Productbranding
allowsbrandsofP&Gtoacquiredifferentiationand
exclusivity.Thebranddoesnotshareotherproductsanddoesnottakeoncompany
associations.The
companysnameisrelegatedtothebackseattofulfillthelegalcompulsionswhichmakeitmandat
ory to identify themanufacturer.Any brandofP&Gdoesnotgetbenefitsfromthecompany
name.Theidentity
isnotshared.Thegreatestadvantageinfavourofproductbranding
isthatabrandcanbetargeted accurately to a distinct target market or customers because its
positioning
can
be
precise
and
unambiguous.Forinstance,Head&ShouldershampooisbrandedasAntidandruffshampoo.So,those
customerswhowanttobuyshampootogetrelieffromdandruffwillgoforHead&Shoulderrathert
he Pantene. Which focus moreon hairfall control.In this way, customers ofP&G brands
connecteasilywith theproduct brands sincewhat thebrandrepresents to them tends to be
clear.
P&GhasnumerousStrategicBusinessUnits.Theseincludebaby care,beauty care,femininecare,health
care,fabriccare,homecare,foodbeveragesandtissuesandtowels.Theimmediatereactionis:H
owcan
acompanyventureintosomanyunrelatedfields
?P&Ghasbeenanardentfolloweroftheproductbrand
strategy.Itsbrandsarestandalones;peopledontevenknowthatthey
allshareacommonrootinP&G.
Suchlevelofoperationalflexibilitystemsfromitsbrandingpolicy.Thecompanydoesnotsharea
commonidentity.Socustomersdonotexclaim,Oh!Howcanacompany
like
P&Gmake
PringlePotato Chips?Itisa detergentcompany! (Thatis,if source of Arielismade apartof
itsidentity).A
Company
followingproductbrandingisbetterpositionedtoventureintounrelatedareasofactivity
withoutbeing subjected to market scrutiny.

HINDUSTAN UNILEVER LTD. (HUL)

HindustanUnileverLtd.(HUL)isIndiaslargestFastMoving
ConsumerGoodsCompanywithaheritageofover75yearsinIndiaandtouchesthelivesoftwoouto
fthreeIndians.HUL workstocreateabetter futureeverydayand helps peoplefeelgoodandget
moreout oflifewith brands andservices thataregood for themandgoodfor others. Withover
110brands,ithasa
large
brandportfolio.In
eachproductline,it
hasbuiltanumberofbrandsoveraperiodoftime.SomeofthepopularbrandsofHUL includeLux,
Lifebuoy, Surf Excel,Rin,wheel,Fair &Lovely, Ponds,Vaseline,Lakme,Dove, Clinic
Plus,Sunsilk,
Pepsodent,
Clear,
Axe,
Close-Up
etc.
HULhasalsobeenanadherentofproductbranding.Itusesindividualnamestopromoteaproductw
ith
anintentiontoprovideit
adistinctposition.Forinstance,inthetoiletsoapcategory,HUL
hasbrandslike
Lux,Lifebuoy,Rexona,PearsandLiril.Intermsofpositioning,Luxhas
beenatoiletsoapoffilmstars.
Lifebuoy
hasalwaystakenthepositionofasoapthatfightsgermshiddeninthedirtandpromoteshealth.
Itremainstheonly
soapexclusively
directedatthemaleuser.Rexonaoccupiestheplatformofagentle
soapwithnaturaloilstohave
agoodeffectonskin.Lirilenjoysthepositionof
a
freshnesssoap.
Similarly,intheshampoocategory,Sunsilkoccupiesthepositionofabeauty
shampoowhichmakeshair soft,lustrousandbouncy,whileClinic brandisa shampoofor
vitaminnourishmentor
for
preventing
dandruff.Inthelastcoupleofyears,HULappearstohaveabandoneditspureproductbrandapproac
h. The companyhasinsteadchosento pursueastrategyofexploitingthepowerofits brandsto
thefullest by leveraging them.Itaimstonowencashupontheinvestmentoverpreceding
decadestocultivatesomeof
theworldsmostpowerfulbrands.Theproductbranding
deliversanumberofbenefitstotheHUL.First,
withanidentifiablebranduniquelypositionedanddirectedatasegment,thefirmisabletocoveran
entiremarketspectrumby
makingmultiplebrandentries.Withexclusivebrandcreation,thefirmleaves
verylittlescopeformarketconfusion.Itisacustomerfriendlyapproach.Customersknowwhattolook
for
whenspecific
needistriggered.Appreciatingbranddifferencesismucheasierwhenproductbranding
is
followed
especiallywhen
theproducts
aresimilar.HULalsofollowsthestrategy
oflinebranding.Forinstance,thebrand,DENIMwasintroducedwitha
distinctconcept.Thebrandappealstoadistinctmarketsegmentwhoappreciateandlikethebrand
concept.Thecoreideaisthatbrandconnectswitha
consumergroup.Today,customersdonottendto
contendedwithoneproductwhichthebrandoffers.Ratherthey
wantadditionalproductswhichgohand- in-handwiththe brandconceptor application. Sothe
Denimuserswantthe brandtooffer all complimentary productswhichenhancebeautyDeodrant,ShavingCream,AfterShave,SoapandBody
Talc.SoHULcameupwithDenimDeo,DenimShavingCream,DenimAfterShave,DenimSoapa
nd Denimtalc.AnotherexamplecanbebrandDove.Initially,Dovewasintroducedasbeauty
barsoap.
Butdue
tothe
demandfromthe
customers,Dove
comeswithdifferentrelatedproductwithwiththe
existingbarsoap.TheseincludeDovebody
wash,Dovedeodrant,Doveconditioner,Dovelotionand
Dovehaircare.Anotherexamplewecanquotehereisthebrand
Lux.Today,therearevariety
ofrelated
productswithbrandLux.
TheseincludeLuxbody

wah,Luxbarsoap,Luxshowergeletc.
Inthisway,
theproductscombinetoformacompletewholeanddrawtheiridentityfromthemainbrand.Asares
ult, it improves thebrandsmarketingpowerratherthan sellingthem as individual brands.

O
B
J
E
C
T
I
V
E
S
Theobjectives
ofthestudyare:
To study the concept and roles ofbrandingstrategyin business buildingprocess ofMNCs.
ToexaminethebrandingstrategiesoftheselectedMNCswithspecialreferencetohaircare
products of FMCG sectorinIndia.
Toanalyzedifferent pros and cons ofeach brandingstrategies adopted byMNCs.
ToanalyzetheextenttowhichdifferentbrandingstrategiesaresuccessfullyadoptedbyMNCsin
I
n
d
i
a
n
m
a
r
k
e
t
.

REVIEW
OFLITERAT
URE

McDonaldetal.
(2001)assertthatanappropriatebrandingstrategyiscrucialasitwouldreinforcethedesiredpositi
oning
andhenceinfluencepurchasebehavior.Unfortunately,eventhebestbrandmanagers
havestruggledtochoosethemostappropriatebranding
strategy,inpart,duetoalackofacademicclarity
andstudy.
PierceandMouskanas(2002):Vijayraghavan(2003)discussedthe appropriatenessofdifferent
brandingstrategiesandsuggestthatindividualbrandingstrategy
isthemostappropriateforFMCG
companies.LaforetandSaunders(1994,2005)
found
outthatin
actualpractice,FMCGcompaniesare
usingindividualbrandingstrategy
incombinationwithcorporateorhousebrandingstrategies.Saunders
andGuoqun(1996)empirically
demonstratedthatconsumersprefercorporateandindividualbrandtypes
togetherforanFMCGproductthaneitherbrandtype
use
alone.Incontrast,Laforet(2011)reportedthat
corporatebranddoesnotaddany
valuetoproductsintheFMCGsector.Strebinger(2004)hasdefined
brandingstrategiesbasedonthenumberofproductcategoriesandtargetgroupsabrandingstrateg
y
serves.Heproposedfivetypesofbrandingstrategies;first,corporatebrandingstrategy
thatadoptsa
uniformbrandforallproductcategoriesandtargetgroups.Second,targetgroupbrandingstrategy
where
acompany
usesadifferentbrandnameforeachtargetsegment.Third,aproductbrandingstrategy in whicha
differentbrandname
isusedforeachproduct
category.Fourth,productandtargetspecific
brandingstrategy
wherethereisadifferentbrandforeachcombinationoftargetgroupandproduct
category.Firth,brandfamily
strategy
inwhichhierarchicallyrankedbrandshaveacommonendorser.
Keller(2008)proposesfourhierarchicaltypesofabrand;1)Corporate/companybrand(conglom
erateor companyor subsidiary name. 2) Familybrand (brand used in more than one
product category. 3) Individualbrand(brandrestrictedtoone productcategory).4) Modifier
(ameanstosignalrefinementor
differencesinbrands).Corporatedominantstrategyisdefinedasthestrategyinwhichonlycorpor
ate
brandnameisusedinallcommunicationsofthecompany
(Gray
andSmeltzer,1985;Murphy,1987;
LaforetandSaunders,1994,2005).Olins(1989)hasgivenitthenameofMonolithicstrategy
whereas
AakerandJoachimisthaler(2000)andRajgopalandSanchez(2004)nameitbrandedhousestrate
gy while Berensetal.(2002)callitcorporatebranding strategy.Herecorporate brand
symbolizesconglomerate
name,company
nameandhouse/subsidiaryname(LaforetandSaunders,1994,2005;Keller,2008).Grey
andSmelteralsostate thatwhenacompany,essentially operatinginonly oneproductlineusesits
company
brandonly,itissingleentitybrandingstrategy.Inbranddominantstrategy,differentbrand
namesthataredifferentformcorporatebrandareusedfordifferentproductsofthecompany (Gray
and
Smeltzer,1985Murphy,1987;LaforetandSaunders,1994,2005).Olins(1989)hasgiventhisstr
atefy
thenamesofbrandedstrategy
whereasAaker
andJoachimsthaler(2000),andRajagopalandSanchez (2004)nameithouseofbrandsstrategy
whileBerensetal.(2002)callitstand-alonestrategy.Laforetand
Saunders(1994)classifythisstrategy
intotwocategories;first,Monobrandingwhencorporateidentityis
disclosedandsecond,furtivebrandingwhencorporateidentityisnotdisclosed.

Mixedbrandingstrategy
isthestrategy
inwhichtwobrandnames,thatiscorporateandindividualproductbrandnames,areused
togetherwithvaryingvisibilitiesforbrandingproduct(Gray
andSmeltzer,1985;Murphy,1987;LaforetandSaunders,1994).Olins(1989)hasnameditendor
sedstrategy
whereasAakerandJoachimsthaler(2000)andBerensetal.
(2002)nameitsubbrandingstrategy
whileRajagopalandSanchez(2004)callit
brandendorsementstrategy.AakerandJoachimsthaler(2000)dividethisstrategy
intothreecategories; first, masterbrandas driverstrategywhen corporatebrand is
moreprominentlyvisible.
Second,
sub
brand
ascodriverstrategywhentwobrandsaregivenequalvisibility prominence.GrayandSmeltzer(1985)
nameitequaldominancestrategy
whileMurphy(1987)namesitbalancedstrategywhereasLaforetand
Saunders(1994)nameitdualbrandingstrategy.
Third,
endorsementstrategywhen
corporatebrand
receiveslessemphasisthanproductbrand.Endorsementstrategy
hasbeenfurtherclassifiedasstrong
endorsement,linkednameandtokenendorsement.LaforetandSaunders(2005)arguedthatcom
panies can also usemorethan two brands together foraproduct and called it multi-branded
strategy.
METHODLOGY
Theresearchdesignchosenisbothexploratoryandconclusiveinnature.
Thisstudyisdoneusingthe secondarydata. Exploratory methodhasbeenadoptedtoanalyse
thebrandingstrategiesofselected
MNCsinhaircareproductssegmentofFMCG.ThebrandingstrategiesoffourMNCswhichspeci
alize
inhaircareproductsinIndianmarketareanalyzedindetails.Thisstudyisrestrictedonlytothehairc
areproducts ofFMCG sectorinIndian markets.

4PS OF SUNSILK
1. PRODUCT
Point Of ParityFor an offering to achieve a point of parity on a particular attribute or
benefit, a sufficient number of customers must believe the brand is good
enough on that dimensionLike others SUNSILK consists of such POPs
are:1.Dream soft & smooth2.Stunning Black Shine3.Lusciously Thick &
Long4.Anti-Dandruff Solution5.Hair Fall SolutionPoint of Difference
(POD)With point of difference, the brand must demonstrate clear
superiority. SunsilksPODs isCo-creation. They came with this idea to grab

the market and to be superior in themarket. From 2009 Sunsilk started

working with a number of professional hair "experts"to develop new and
improved products. Each hair issue variant links to an expert with the
relevant specialist hair knowledge.CO-CREATED BY 7 OF THE BEST
HAIR EXPERTS IN THE WORLD.

Branding Decisions:
Branding strategy is one of the most vital decisions taking by marketers. It is a
strategy,which brings lots of positive feedback for a firm.

Individual name:
Unilever follow individual name for setting brand name for their different products,
such as Sunsilk, Dove (Shampoo), Ponds, Fair & lovely, Dove for skin care
Brand Elements:
Brand elements can play a number of brand building roles. Brand elements are those
trademark able devices that identify and differentiate the brand.
Branding strategy

1. Memorable: every consumers mind catches the brand name.Their marketing

programs set the brand name in consumers mind. Their short brand namesuch as:
Dove, ponds, Sunsilk etc. are easily memorable.
2.Meaningful: Every consumer has a clear meaning about Sunsilk. Consumer thinks
aboutsunsilk as a product which solve their problem relating with hair.
3. Likable: From our research we found that most of the people like the brand verbally
and visually
4. Protectable: The brand name is legally and competitively protectable. The
brand retain their trade mark rights and not generic.
PRODUCT RANGE
Currently, the range consists of:
Yellow Sunsilk with Bio Proteins from Vegetable Extracts: Normal hair needs
wholesome nourishment. New Sunsilk with Bio Protein extracted from Vegetable milk
has nutrients that deeply penetrate each hair strand, to nourish it leaving hair strong
and beautiful.
Black Sunsilk with Melanin from Plant Extracts: Dull hair needs a rich black shine. New
Sunsilk with Melanin extracted from plants serves this purpose very effectively. It
helps in the growth and retention of the black color of hair, giving it a rich black shine.
Green Sunsilk with Fruitarians Vitamins from fruit Extracts:Thin and limp hair needs extra
body and volume. New sunsilk with Fruitarians hasnatural extracts from fruit that
contains Vitamins. These vitamins help in giving extra body, shine and amazing
manageability to the thinning and lifeless hair.

Pink Sunsilk with yoghurt proteins:Dry hair needs wholesome conditioning, extra
shine and style. New Sunsilk with yoghurt proteins makes the dry hair full of life. Its
especial ingredients moisturize each hair right to its tips leaving it shiny and beautiful.
Orange Sunsilk with active nutrients from Citrus Extracts:The advanced formula of
orange Sunsilk is the result of the latest research. This shampoois especially designed
for oily hair type that looks flat and greasy due to the excess of moisture. New sunsilk
with active ingredients from citrus extracts cleans the excess oiloff hair while its
nutrients deeply penetrate each hair strand to nourish it.
Sunsilkhas teamed up with seven pioneering global hair experts to bring to Australia the
worlds first co-created product range for all specific hair types.
Hailing from fashion hubs of the world New York, London, Paris, Tokyo and LosAngeles
the seven hand-picked hair experts have a combined 50 years experience working in
the hair industry and were selected for their specialties after an extensive search that
lasted almost a year:
Jamal Hammadi (LA) Shine

MARKET SHARE

Sunsilk

24; 24%
Head& Shoulders

8; 8%

Others

18; 18%

20; 20%

Pantene
17; 17%

13; 13%

Clinic

Dove

CONCLUSION
Inthenewemergingscenario,brandsarebecomingthemostvaluableassetsthatabusinesscanpossess.
Brandsarewealthgeneratorsof the twenty-firstcentury. Whenproductsare notdifferentiatedinthe
factories,they
aredifferentiatedintheconsumersminds.Brandsarecapableoftransformingmundane
productsintoobjectsofdesire.Accordingly,themarketvalueofabusinessisdeterminedby
thenumber
andtypesof brandsitholds.Brandscreate identifiable streamsof earningsfor afirm.FirmslikeHUL,
P&GIndiaandColgate-Palmolivearenothighly
valuedbecauseoftangibleassets
theyhold.Rathertheirvalueisdictatedbythepoweroftheirbrands.Brandpowerisnothingifnoneof
the
customer followingit enjoys.
Ithasbeenobservedthatcompaniesstartwithoneproductbutovertime-asthey
accumulate
manufacturingandmarketingcapabilities-they tendtobecomemulti-product.Asthenumberofproducts
handledby acompany increases,itraisescertainquestions;whatkindofbrandingrelationswouldthey
haveamong
themselves?Companiesdifferintheirapproachestobranding.Westerncompaniesseemto
favourproductbrandingwhilethecompaniesin theeastpracticemega-brandapproach.Acompany can
choosefromavarietyofbrandingstrategies.Productbrandingisdrivenbycustomerlogic.Eachproduct
isgivenadistinctbrandname.Linebranding
is
targetedatamarketsegment.Itseekstoappealtothem
withaconcept.
Usuallylienbrandsoffercomplementaryproductsandholdthemtogetherundera
commonconcept.ForexampleHUL
adoptslinebrandinginsomecase.Rangebrandsextendbeyond
productcomplementary.Rather,the productsunderthe range brandsemanate fromsome area
ofexpertise
orcompetence.A
rangebrandcanhaveapparently
dissimilarproducts
butallofthemshareacommon
expertise.
Umbrellabrandingmeanspromotingallproductsunderacommonname.
Itisfavoured
becauseofeconomies,butthisapproachishighly
deficientfromtheviewpointofcustomerslogic.Firms
coverbrandbecauseoftheirwealthgeneratingpower.They
arenewgenerationassets.DifferentMNCs
adoptdifferentbrandingstrategies
depending
upontheirvisionandgoal.SomeMNCsadoptmultiple
strategiesforbranding forvariouscategoriesofproductsbutsomecompaniesadoptasinglestrategy for
thevarietyofproducts asabrandingstrategy.

BRAND VALUE CHAIN

Product Mix

Anti- Dandruff

Dry Therapy

Sunsilk Naturals
Sunsilk Black

Scalp
Nutrition

Sunsilk Pink

Protein
Conditioner

Sunsilk Yellow
Sunsilk

Ultramoisturizing

Dry
Therapy
Scalp
Nutrition

Point of parity (POP)

For an offering to achieve a point of parity on a particular attribute or
benefit, a sufficient number of customers must believe the brand is
good enough on that dimension
Like others SUNSILK consists of such POPs are:
Dream soft & Smooth
Stunning Black Shine
Lusciously Thick & Long
Anti-Dandruff Solution
Hair Fall Solution
Point of Difference (POD)
CO-CREATED BY 7 OF THE BEST HAIR EXPERTS IN THE
WORLD

With point of difference, the brand must demonstrate clear

superiority.SunsilksPODs is Co-creation.
They came with this idea to grab the market and to be superior in the
market. From 2009 Sunsilk started working with a number of
professional hair "experts" to develop new and improved products.
Each hair issue" variant links to an "expert with the relevant
specialist hair knowledge.

Target market of Sunsilk

The main target market of sunsilk is females between the ages group 1640belonging to the middle & lower income classes.
Sunsilk target its market on the basis of consumer buying behavior,
income level, and purchasing power of people.

Brand Positioning: A Hair Care Expert

Sunsilk provides real solutions to women's everyday hair needs
everywhere
Understanding what girls want & how girls feel
Lively blondes, deeply brunettes & passionately reds.
Brand Overview
Head & Shoulders is a brand of anti-dandruff produced by P&G.
Matt Elliott got Procter & Gamble researchers to start making a new anti-dandruff shampoo
in 1950. Nearly a decade of research went into making a new formula, which introduced
pyrithione zinc into the shampoo. It was first introduced to the U.S. market in November
1961 as a blue-green shampoo formula.
Head & Shoulders is the world's number one anti-dandruff shampoo. A power brand from
P&G, this brand made it debuted in India in year of 1997. In the highly competitive
shampoo market, which is estimated to be worth around Rs.1800 Cr, H&S is a major player
in the anti-dandruff niche.
Now anti-dandruff segment constitute around 15% of the shampoo market moreover P&G
is the global market leader in the retail hair care market with over 20% of the global market
share behind Pantene and Head & Shoulders. According to P&G's annual report of 2011, the
Beauty and grooming market share which primarily deals with the beauty segment
constitute of '% of net sale of 24% and percentage of net earning account to 23%' for P&G.
The prominent brand is Head and Shoulders in this segment
Segmentation
A market segment consists of a group of customers who share a similar set of needs and
wants. Rather than creating the segments, the marketers' task is to identify them an decide
which ones to target.

The available segments of H&S can be found based on demography, geography,

pshychography or life style. But being an FMCG product a shampoo brand like H&S the
demographic and geographic segmentation is not as important as it based upon the life-style
as well as customer preferences despite of their above segmentation. The core segments are

Anti-dandruff

Black hair

Shiny hair

Low-price

H&S started operating in the anti-dandruff segment. As a added benefit it also emphasized
on smooth hair.
Target Market
The target market for H&S are the higher middle class people who are brand conscious,
early adopter and who care about the overall health of their hair. H&S targets the people of
middle age men ( in the beginning) having scalp and dandruff problems. At the initial period
of its marketing strategy, it showed advertisement which shows the facts with only one use
of the product, the shampoo gives almost 100% relief from shampoo. It introduced many
other features like menthol, volume boost, and hair-fall therapy for the college going youth
and young professional with hair conscious. H&S took the advantage of physiological
mentality of this user group with adopting ads where prominent actors were used.

Positioning
H&S is positioned as anti-dandruff product which clear flakes with one wash. As the market
leader it has successfully acquired the niche market of anti-dandruff segment. The effective
distribution channel and deep penetration in the rural market has boosted up the sales in past
year making it a leader. According to annual report of H&S 2011 the quote states "H&S was
relatively small, primarily north American brand a decade ago. We invested in combination
of marketing and product innovations and began to expand the brand globally. Since then
we have more than tripled sales and H&S is now the largest shampoo brand in the world."

Point of parity (POP)

Head and Shoulder consists of such POPs:
Dream soft & Smooth
Stunning Black Shine
Lusciously Thick & Long
Anti-Dandruff Solution

Hair Fall Solution

Point of Difference (POD)

It was during 2005 that Head & Shoulders began its aggressive campaign to regain the lost
market.The brand roped in the bubbly PreityZinta to endorse the brand. Earlier Ajay Jadeja
had endorsed the brand.During this period, the brand also extended its positioning from
Anti-Dandruff to "Soft hair + dandruff removing " proposition. The brand also introduced
different variants like Menthol, Aloevera, Black, Naturally Clean,smooth & silky to
increase the product line depth.
The brand also changed ZPT formula to Vitazinc to support the new positioning. Along with
the new brand ambassador, the brand also talked about eliminating 5 problems arising out of
dandruff : Flakes,Irritation,Itchiness,Dryness and Oiliness.

Recommendation:

Although Head & Shoulders has aggressive in the market, it is still lagging behind Clinic
All Clear in terms of creative campaigns. Globally, Head & Shoulders had come out with
some highly creative campaigns which was not replicated in South Asia by the agency.The
brand is now available in a new look and with the aggressive campaigns, the brand hopes to
keep its Head High. The brand should try to make more creative campaigns.

s
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WarnerBooks

LOGO

The colour of the font will be bold black SUNSILK with a colorful
pack.
Color
There is a diverse verities of colour have been introduced in recent
times in Sunsilk.
Shape
This brand has a shape of petite tiny balls with blaze including that
this product is with diverse colors and it also shows the shape of long
hair.
Font
The name and the logo will be appeared has a high lightened of this
product with eye-catching colors.
Slogan
For this brand the slogan is Life Cant Wait