PR & ADSunsilk

Group member:

• Nguyen Ngoc Thuy Vi

• Hoang Yen

•Ngan

• Nguyen Thanh Ngu

• Ha Thanh Loan

Situation Analysis

Shampoo market Severe competition Dominated by 2 big corp.: Unilever

and P&G Foreign company: U, P&G,LG

Domestic : ICP…

Situation analysis

Have 3 main shampoo categories: For men: X_men (leader 60%),

Romano, Ramus men. For women: Sunsilk, Dove, Double

rich (LG), Pentene, Rejoice… Both: Clear, Head & Shoulder,

Lifebuoy…

Fund for marketing and market share of shampoo

Brand Million USD used for advertising

Percentage of market share

Clear 4.71 M USD 18.7%

Sunsilk 4.32 14%

Rejoice 4.7 13.5%

Pantene 3.7 10.8%

X-Men 0.59 7%

Dove 1.45 6.2%

Lifebuoy 1.85 4.8%

Enchanteur 0.02 3.1%

Double Rich 0.53 2.8%

Romano 0.72 2.5%

Palmolive 0.07 2.4%

Marketing objective

To recommend a positive message about lifestyle to young generation.

To upgrade the value of brand name. Stimulating consumption.

Increase Market share

SWOT Analysis

Strengths

International Company. Strong Financial position of Unilever. Brand Loyalty. Well known brand. Availability of Products in Different Sizes. Large Network for Distribution. Consumer Trust.

SWOT Analysis

Weaknesses

Different in culture. Perception: not good quality Not suitable for different hair Not good in dandruff shampoo

SWOT Analysis Opportunities

Have a Great Opportunity in New developing areas of VN

Consumer behavior towards brand loyalty. VN : big and potential market Increase in the Shampoo consumption due to

awareness. Heavy investment in the research of Shampoo. Young and High education. Low labor cost.

SWOT Analysis

Threats High Competition. Uncertain economic condition of country. Inflation. Rapidly change in price of raw material. Threats from new entrants. Threats from plenty other options

available to consumers.

Target audiences

“ While Sunsilk formerly targeted at female customers aged 20 to 30 and always accompanied them from time to time, it now still focuses on the same aged group females, but of the new era of 21st century, active and life-enjoying.

Big idea

Pinpointing the needs carefully Doing a worldwide research

The information to satisfy customer’s needs is quite mixed No link No clear meaning

Three models make consumers confused

=> Establishing a link between consumers needs and products

Advertising

New product Consumers’ needs and wants

Societal roles

Adapting a big change in gender roles Criticized that the advertising:

Creating materialism Ignoring cultural factors Over evaluating physical appearance

=>strongly emotional advertising lead shock. We suggest Sunsilk should have something in between.

Functional advertising Emotional advertising

Shampoos market

Message strategy

Changing from functional to emotional Noticed Interested Creative

=>continueHo Ngoc Ha became the Vietnam idol in Sunsilk’

Facets-Perception

ExposureHigh: 81.5%The point contacts: everywhere

Selection and attention - 84.1% people believe that the ad is creative- Originality: emotional approach for shampoo categories- Pop-art design: colorful Stopping power

Facets-Perception

Interest and relevanceThe most concerned issue: appropriate lifestyleControversial topic (slogan & divas):

create curiositycreate pulling power to connect to

target audiences’ personal level Awareness and recognition

Facets-Perception

Memory: recognition- 3 very famous divas: Madonna, Marilyn Monroe & Ho Ngoc Ha- Memorable slogan “life can’t wait”- Pink logo at the bottom

Sticking at audiences’ memory* Repetition: not solely repeat the ads but tell stories

of each diva.

Facets-Cognition

Need- Give up exposure related to functional features products- Difference in the shape of bottle

- 55.3% respondents still not use Sunsilk after seeing the ad

- Shortcoming: doesn’t link to any customers’ need “ beautiful hair now”

Facets-Cognition

Differentiation

- First mover in emphasizing on intangible benefit of the product (brand)

- Not only a hair-care product, but also a representative for a modern lifestyle of young women 20-30

Cognition

Differentiation“Subtly understood, the new Sunsilk slogan aims at inspiring young females, encouraging them to catch the chances and master their own lives which is so important to Vietnamese women who used to be so so shy and dependent on their families and outside environments.” ( Marketing magazine)

Facets-Cognition

Cognitive Learning - Misunderstanding of Vietnamese slogan: stimulus for a “hasty lifestyle of the young”. - Emotional approach: difficult to comprehend the meaning of the message

Solution: telling stories of divas to explain and orient customers

Fail in some extent: small number has follow the whole stories

Media analysis-printed ads Printed ads in this campaign: newspaper, magazine and billboard Media Objective

Frequency More important Emotional approach is unfamiliar to customers

Reach Less important

Media Audience females high-educated middle-high income females Also always active in their life through continue projecting new

trend in fashion, food (am thuc), make-up, health, etc Media vehicles:

Newspaper: Tuoi Tre, Thanh nien Magazine: Young fashion, Sophistication, Style, Market &

Household Billboards

Media analysis-printed ads

Magazine profile Young fashion:

General information: Young fashion is a middle-class magazines, issued 3 /month, provide many information sbout new make-up (bo suu tap), new fashion (bo suu tap)…

Target audience: Majority is young females( 45%, aged 18-25;41% aged

26-40),high educated (51% univesity graduated) and Circulation :55000/ 1 ky`

Media analysis-printed ads

Magazine profile Market & household:

Generall information: M&H is one of the most leading magazines in Viet nam. Also, Middle-class magazines, issued 1 ky`/ week on every Tuesday. Supplying many necessary information for househould aslo van phong

Target audience: mainly females from 20-55, active and dynamic.

Circulation :110000/1ky`

Media analysis-printed ads

Magazine profile Style and Sophistication:

General information: both are high class magazines, issued 1/ month, and price is 25000/ cuon ( high price). Beside providing information about fashion or make-up trends, they attract advertising from many famous and premium brands on the world, so the competition is very strong.

Target audience High educated Sensitive to brand 70% is females 25-45 50 % audiences have very high income

Circulation: 43000ban

Recommendation

Middle step to make customers more easier to comprehend it

Add cultural factor into research to avoid misunderstanding

Conclusion

The campaign has still happened Successful in using new approach in

advertising, creative Seem to be fail in term of marketing: sales An advertising is only a communication

tool, it can’t not compensate to drawback of the product: the quality