19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

download 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

of 29

Transcript of 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    1/29

    PRAXIS BUSINESS SCHOOL

    Project No.: 2 (Part 1)

    BRAND TRACKER

    A report

    submitted to

    Prof. S. Govindrajan

    In partial fulfillment of the requirements of the course

    Product and Brand Management

    On 20th July 2008

    By

    Akrit Mehta

    Donald White

    Farhana Chowdhury

    Niyati Gauba

    Executive summary

    http://www.praxis.ac.in/
  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    2/29

    Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50

    countries. It was launched in India in 1964 .Over the decades it has been revamped, constantly keeping it

    contemporary with the changing times and consumer preferences.

    Objective:

    To enable brand image measurement of Sunsilk.

    Methodology:

    The two models developed are:

    1 Model used Brand asset valuator model

    Instrument of data collection Questionnaire

    Sample size 25 respondents

    2 Model used Reynolds and Gutmans Laddering Method

    Instrument of data collection Laddering/ depth interview

    Sample size 8 respondents

    Findings:

    1. From Brand asset valuator model

    The survey revealed that shampoo is a product in which consumerscare about their choice between different

    brands. For the BAV analysis, Sunsilks competitor brands are Clinic Plus, Garnier, Pantene and Fiama Di

    Wills.

    On the four primary dimensions of the BAV model, the results for Sunsilk are:

    Knowledge: Sunsilk comes second in knowledge with an 80 percentile. Clinic plus enjoyed the top position

    because of its mass appeal and the association of Clinic (Clinic All Clear with anti dandruff.).Sunsilk is high

    on knowledge because of various reasons. It is an old brand; it is a product of Unilever. Sunsilk has alwaystaken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like life

    cant wait. Customers were offered free hair care and styling consultations by Sunsilk hair experts Jawed

    Habib and Samantha Kochhar. Thus, Sunsilk is high on knowledge. Presently, Sunsilk is trying to move up

    the value chain by being a mid premium brand and not a mass market brand. But our survey reveals that

    respondents still view Sunsilk as a mass market brand.

    Esteem: Sunsilk is not very high on esteem, enjoys third position with a 60 percentile. The reason probably

    could be it is seen more as a mass product and lesser as a premium product. Shampoos like Garnier are seen

    more as a premium product.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    3/29

    Differentiation: Sunsilk is second on differentiation with an 80 percentile. There are a variety of reasons

    due to which Sunsilk enjoys differentiation. It does different things like the gang of girls, offers expertise of

    hair care experts like experts Jawed Habib and Samantha Kochhar.

    Relevance: Sunsilk brand is highest on relevance. This could be on account of various reasons. Sunsilk is a

    popular brand, a Unilever product, used since many decades. It is a quality product at affordable price.

    Moreover, it has wide variety of variants to cater to different consumer preferences. The product is relevant

    among wide masses because of its quality, affordability and constant innovation

    Conclusion from the BAV model:

    Sunsilk is more towards a leadership brand. When we see Sunsilks Brand Stature, it is second highest in

    knowledge, but not high on esteem. When we see Sunsilks Brand Strength, it is second highest in

    differentiation and highest in relevance. Thus the brand has high growth potential.

    2. From laddering method

    Laddering provides a way to probe into the consumers deep underlying psychological and emotional

    reasons that affect their purchasing decisions. There were 7 attributes, 8 consequences and 5 values that

    were identified from the depth interviews. Some important findings were:

    a) Most respondents stated that out of the listed attributes, the label or brand of the shampoo was important.

    This was because they associated a premium brand with superior quality and indicated it as being crucial as

    a status symbol.

    b) The monetary value of a shampoo was also considered important as this was again associated with

    quality.

    c) A light colored liquid shampoo was preferred as lighter shade liquids are considered chemical free and

    pure by the respondents. This was further associated with being beneficial for hair and connected to self-

    esteem by the respondents.

    d) An attractive bottle was associated with quality by the respondents.

    e) Out of the values identified, self esteem was considered the most important by the respondents.

    Conclusion from laddering- Thus, laddering has helped to understand in-depth underlying motivators

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    4/29

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    5/29

    History and evolution of Sunsilk over time

    Sunsilk is one of the world's most popular hair care brands and is currently marketed in more than 50

    countries in Asia, Latin America, the Middle East and North Africa. Sunsilk was launched in India in

    1964 with huge fanfare emulating the launch of the brand in Europe a decade earlier.

    Over the decades it has been revamped constantly keeping it contemporary with the changing times and

    consumer preferences. As early as 1960, the brand introduced a tonic shampoo especially for dandruff.

    This made it the first such product for dandruff cure in India. The 2-in-1 shampoo with an in-built

    conditioner and the Black shine shampoo for long hair were among the key products sold in the1980s.

    Specialised variants like Sunsilk Purple with ceramides for damaged hair were introduced in the early

    1990s. A sub-brand, Sunsilk Salon treatment for expert hair care was also introduced about the same

    time.

    Research conducted in the early 1990s indicated that most women across the country still hesitated to

    shampoo their hair frequently for fear that this might damage their hair. To correct this popularmisconception became the new mission. The user was assured that hair becomes stronger and more beautiful

    with every wash. A range of shampoos to meet specific hair needs and problems were introduced. These

    included Sunsilk Black Shampoo (with melanin from plant extracts), Sunsilk Pink Shampoo (with essential

    oils from flower extracts) and Sunsilk Fruitamins (vitamins from fruit extracts).

    The launch of Sunsilk Naturals in October 2003 follows extensive R&D to make the variants highly

    customised. The brand now uses popular and trusted natural ingredients to deliver relevant and tangible

    consumer benefits. Customisation has been the core of the product strategy for Sunsilk. Sunsilk was the first

    brand in India to introduce a Curl Control shampoo to impart manageability to curly, wavy, flyaway hair

    problems.

    The brand has constantly evolved, innovated and changed with the times. Sunsilk as a brand has

    metamorphosed from being a plain hair beauty brand into a customised hair care brand. The concept of

    brand ambassadors originated with the panel of Sunsilk Hair Experts. Many leading hair experts have

    endorsed the brand: Naina Balsaver in the 1980s, Coleen Khan in the 1990s and the latest team of

    experts, Samantha Kochhar and Jawed Habib. What separates the Sunsilk panel from any other is the fact

    that the panel of experts do not merely endorse the brand, they also share the Sunsilk experience with

    consumers and interact with them and help seek solutions to their problems.

    Sunsilk communication has been true to its values. The brand demonstrates a perceptive and sympathetic

    understanding of women, how she feels when she is faced with hair problems and how elated she feels at the

    end of the conflict. The communication idea has always been to capture the 'emotional drama' in a girl's life

    that results out of a particular hair problem

    Sunsilk sponsored Femina Miss India 2003. On July 17, 2006, Sunsilk launched Gang of Girls (GoG), an

    online social networking website. GoG was open only to girls and had various features including blogs,

    expert advice on hair care and fashion. Sunsilk attempts to represent the woman of today, one who is erudite,

    spirited and in with the times.

    While Sunsilk is rooted in nature, it is a young and modern brand which connects with the woman of

    today and her aspirations and dreams.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    6/29

    Instruments of data collection

    1. BRAND ASSET VALUATOR MODEL

    To diagnose a brand's health, four primary dimensions and their relationships are examined.

    These dimensions are:

    a) Differentiation- measures the degree to which a brand is seen as different from others. The brand's

    perceived distinctiveness is the heart of the brand, its core force. It sets the brand apart from competitors,

    allows the brand to command premium prices, and serves as the leading indicator of both brand vitality and

    brand decline.

    b) Relevance- measures the brands appeal. It is heavily correlated with household penetration; reflecting

    product, pricing, promotion, packaging, and placement.

    c) Esteem- measures how well the brand is regarded and respected. It reflects its popularity and perceptions

    of its quality.

    d) Knowledge- measures how familiar and intimate consumers are with the brands. It is the result of

    successful relevant differentiation and the achievement of high esteem.

    Brand differentiation and relevance combine to determine brand strength. These two pillars point to the

    brands future value, rather than just reflecting its past. Esteem and knowledge together create brand

    stature, which is a barometer of its past performance.

    Model used Brand asset valuator model

    Instrument of data collection Questionnaire

    Sample size 25 respondents

    In the questionnaire, Sunsilks competitors are - Clinic plus, Pantene, Garnier, and Fiama di wills.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    7/29

    QUESTIONNAIRE

    1. How much do you care about your choice between different brands of shampoos?

    a) Care

    b) Somewhat care

    c) Dont care

    2. Name five brands that come to your mind when you think of shampoos that give - Soft, thick,

    strong and shiny hair.

    a) ____________________ d) ____________________

    b) ____________________ e) ____________________

    c) ____________________

    3. Identify the shampoo brands from the taglines mentioned below:

    Sl. No. Taglines Brands

    1 Nature and Science

    2 Hair looks thicker as it grows longer

    3 Grow longer, stronger hair

    4 Hair that flows with health

    5 For Hair that shines with all it strength

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    8/29

    4. Rank the following samples in order of preference of the product design (where 1 being most

    preferred and 5 is least preferred). Refer to sample graphics below.

    Sample Rank

    A

    B

    C

    D

    E

    5. Identify the brands from the respective product design. Refer to sample graphics above.

    Sample Brand

    A

    B

    C

    D

    E

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    9/29

    6. Identify the shampoo brands from their advertisements:

    Sl. No. Advertisements Brands

    A Video clip 1

    B Video clip 2

    C Video clip 3

    D Video clip 4

    E Video clip 5

    7. From the samples displayed, indicate the shampoo brands that come to your mind on inhaling the

    fragrances.

    Samples Brands

    A

    B

    C

    D

    E

    8. Which brands would you like to be most associated with (in order of preference) and why? Ranking

    scale: 1-5 (1 being the most preferred and 5 the least)

    Brands Rank

    Sunsilk

    Clinic Plus

    Garnier

    Pantene

    Fiama Di Wills

    http://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20A.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20B.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20C.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20D.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20E.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20A.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20B.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20C.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20D.avihttp://opt/scribd/conversion/tmp/AppData/Local/Temp/Temp5_Sunsilk.zip/Clips/Sample%20E.avi
  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    10/29

    9. For each of the following shampoo brand, please tell me , if you feel there is another brand, quite

    similar in offerings

    Brands Yes/ No

    Sunsilk

    Clinic Plus

    Garnier

    Pantene

    Fiama Di Wills

    10. What prominent feature (for each brand) comes to your mind when you think of the followingbrands?

    Sl. No. Brands Prominent feature/ USP

    1 Pantene

    2 Clinic Plus

    3 Garnier

    4 Sunsilk

    5 Fiama Di Wills

    11. For each of the following characteristics, please tick the brand that it applies to. (Multiple responses

    can be given)

    CharacteristicsSunsilk

    Pantene

    Garnier

    Fiama

    C

    linicPlus

    Easy rinsing

    After use effect

    Pleasant fragrance

    No damage to hair

    Minimal skin/eye irritation

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    11/29

    12. For which of the following reasons would you purchase any of the following shampoos. (Multiple

    responses per category can be given)

    CharacteristicsSunsilk

    P

    antene

    G

    arnier

    Fiama

    ClinicPlus

    The brand has high quality ( for example ,it is a

    complete hair nourisher)

    The brand is appropriate for my hair and satisfies my

    needs more than the others

    The brand is innovative

    The brand has many variants

    The brand is enriched with active natural ingredients

    13. Which shampoo brand delivers their brand promise the most? ( Multiple responses can be given )

    Sunsilk - Hair looks thicker as it grows longer

    Pantene - Grow longer, Stronger hair

    Clinic Plus - Hair that flows with health

    Fiama Di Wills - Gentle & Effective

    Garnier - For Hair that shines with all it Strength

    14. Which of the following is a brand that you trust most?

    a) Sunsilk

    b) Pantene

    c) Garnier

    d) Clinic Plus

    e) Fiama di wills

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    12/29

    15.How would you rate the price of these brands compared to other brands?

    CharacteristicsSunsilk

    P

    antene

    G

    arnier

    Fiama

    ClinicPlus

    Unaffordable

    Expensive but affordable

    Value for money

    Inexpensive

    16.The following shampoos, in your opinion, belong to which segment of the market?

    Type Mass market Mid premium Premium

    Sunsilk

    Clinic Plus

    Garnier

    Pantene

    Fiama di wills

    17. Following are statements about shampoos initiatives as a hair care brand. Please tick the brand that

    it applies to (multiple brands may be chosen).

    CharacteristicsSunsilk

    P

    antene

    G

    arnier

    Fiama

    ClinicPlus

    Employs hair care experts, to whom one could turn

    with any hair care problem

    Conducts hair tests on specific parameters like

    thickness, dryness, split ends and dandruff

    Provide tailor made solutions for your hair

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    13/29

    18. Please indicate whether you agree or disagree with each of the following statements on the Life

    cant wait campaign of Sunsilk

    Statements Agree / Disagree

    It is about new packaging and promotion

    The target is young, intelligent and successful women

    It is an attempt to move up the value chain

    It is just another promotional campaign

    19. Please indicate your degree of agreement / disagreement with the statement made about Sunsilk, gang

    of girls - the online social networking website. (Please rate 1 if you strongly agree, 2 if you somewhat

    agree and 3 if you disagree.)

    Statements Rank- 1/2/3

    It is unique, first initiative of its kind and different

    It gave a digital cool to the brand

    It is informative ( as it has features like blogs, expert advice on hair

    care, facility where members could upload their photographs and get an

    online makeover)

    It is a source of fun and enjoyment because of the online group

    activities

    It did something new ( like conducted an event in Mumbai to break the

    myth that women cannot drive or read maps )

    It increased emotional bonding with the brand

    It increased your interest in the brand

    It is helpful because of additional features like job sites

    It made you want to buy the brand

    It did not generate interest in the brand

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    14/29

    Reynolds and Gutmans LADDERING METHOD

    The laddering method was used to gauge the perception of respondents with respect to various shampoo

    brands in the market.

    In laddering, the line of questioning proceeds from product characteristics to user characteristics. This

    technique allows the researcher to tap into the consumers network of meanings. Laddering provides a way

    to probe into the consumers deep underlying psychological and emotional reasons that affect theirpurchasing decisions.

    Hence, to understand the in-depth underlying motivators a laddering technique should be used.

    Brand image measurement

    Model used Reynolds and Gutmans Laddering Method

    Instrument of data collection Laddering/ depth interview

    Sample size 8 respondents

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    15/29

    Presentation of findings and conclusions

    1. Presentation of findings and conclusion for Brand Asset Valuator model

    The analysis is to study the differentiation, relevance, esteem and knowledge of Sunsilk. The competitor

    brands for our study are Clinic Plus, Garnier, Pantene and Fiama di wills.

    Brand Parity

    Prior to the analysis of differentiation, relevance, esteem and knowledge of Sunsilk, it was important to

    understand whether consumers care about their choice between different brands of shampoos. The 25

    respondents have given the following responses -

    Thus, it can be seen that respondents do see difference between the brands.

    Brand Knowledge

    For measuring knowledge of Sunsilk, the following questions were asked. Sunsilk was studied, along with

    the competitor brands, primarily, Clinic Plus, Garnier, Pantene and Fiama di wills

    Name five brands that come to your mind when you think of shampoos that give - Soft, thick, strong and

    shiny hair. This question was asked to get the top of the mind recall. The approach was that if Sunsilk was

    the first brand to be named, it would get five points, if it was second to be named, it would get four points

    and accordingly.

    The next question was on taglines. Respondents were asked to identify the shampoo brand from the taglines

    mentioned. If the respondent can identify a particular tagline, then it means that the consumer is aware of the

    brand. In this, the shampoo being identified the maximum number of times would get the highest marks and

    the remaining would follow accordingly.

    Another question was asked on identifying the brands from the respective product design. The five bottles

    were shown with the names removed. If consumers have knowledge about a particular product, only then

    would they be able to identify the product design. The shampoo being identified the maximum number of

    times would get the highest marks and so on the others would follow.

    The next question was on advertisements. Five ad clips were shown, with the name of the brand removed

    from the clip. Respondents were asked to identify the shampoo brands from their advertisements.

    Recognition of an advertisement implies that the consumer is aware of the brand. The brand for which the

    advertisement was recognised correctly the maximum number of times would get the highest marks and the

    others would follow.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    16/29

    The last was a fragrance test. The respondents were made to smell the five brands, and then indicate the

    brand. The shampoo which was identified correctly post inhaling the fragrance the maximum number of

    times would get the highest marks.

    The results of knowledge for the five brands are as follows- The table indicates points.

    Brand Knowledge

    Questions

    Clinic

    Plus Pantene Fiama

    Garnie

    r Sunsilk

    TOM 61 69 10 48 63

    Tagline 5 5 5 7 4

    Design 24 22 20 22 20

    Ad 16 13 8 17 23

    Fragrance 25 14 10 18 18

    Sub Total 131 123 53 112 128

    Percentile 100 60 20 40 80

    Clinic Plus is highest on knowledge. This could be because it is a mass market product. Moreover, the brand

    clinic is high on top of the mind recall because the brand started as an anti dandruff. Clinic plus is not

    specially for dandruff, but since the brand clinic has been popular because of its anti dandruff, people are

    familiar with clinic plus.

    Sunsilk comes second in knowledge. It is 80 percentile. The survey indicated that people are familiar with

    Sunsilk. It was launched in 1954 in the United Kingdom. It was launched in India in 1964. It is an old brand

    and a much known brand.

    Sunsilk has always taken many initiatives to reach customers and constantly make them aware of their

    presence. India is being influenced by western beauty trends and Indias large youth population is likely to

    be more receptive to international brands and hair care norms. This group is also more drawn to urban life

    and as a result is generally wealthier and more able to spend on imported brands. The best way to reach this

    technologically-savvy demographic is via new media, including internet sites and mobile phones. In March

    2006, Sunsilk initiated an on-line campaign for including the launch of Indias first online community for

    girls only. Therefore, Sunsilk, with the launch of its online community, kept its pace with the changing times

    and reached large masses. 'Sunsilk Gang of Girls.com triggers all young girls worldwide to join the 'Sunsilk

    Global Gang', giving them platform to ask experts questions regarding their personal hair problems

    http://en.wikipedia.org/wiki/1954http://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/1954http://en.wikipedia.org/wiki/United_Kingdom
  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    17/29

    In our survey, one complete question was dedicated to the Sunsilk gang of girls to perceive how people view

    the gang of girls

    Sunsilk has launched very innovative promotional campaigns like Life cant wait. It has featured iconic

    women. The campaign was targeted at young and successful women. The real story behind the Life cant

    wait campaign is the expanded range of hair care products, the exclamation and a 10% price hike - in short,

    a relaunch. While earlier Sunsilk was mass market, the new Sunsilk was going to be mid-premium. Life

    Cant Wait campaign was not just about fresh advertising it was about new packaging and positioning. Are-launch will help it fight new premium brands.

    In our survey, we asked a question on life cant campaign to understand that are customers aware and

    familiar with what Sunsilk is trying to say with its new promotional campaign of Life cant wait. The

    question was-

    Life cant wait campaign Agree / Disagree

    It is about new packaging and promotion

    The target is young, intelligent and successful women

    It is an attempt to move up the value chain

    It is just another promotional campaign

    The results are- The figures indicate number of respondents. Multiple responses were allowed.

    Thus, it can be seen that there is awareness about the life cant wait campaign. People are even aware of the

    message being communicated through the campaign

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    18/29

    Another aspect we wanted to know through our survey was that are consumers aware that Sunsilk is now a

    mid premium brand. Earlier Sunsilk was mass market, but now Sunsilk positions itself as a mid premium

    brand. The results of the survey are- The 25 respondents have given the following responses.

    Thus, our findings say that people are very familiar with Sunsilk. However, knowledge is not very high

    about Sunsilks new positioning. People still perceive Sunsilk as a mass market brand rather than mid

    premium.

    Esteem

    For measuring esteem of Sunsilk, the following questions were asked.

    Respondents were asked which brands they would like to be most associated with. If respondents have

    esteem for a brand, only then would they want to be associated with it. The approach was that the brand

    which the respondent wanted to be most associated would get five points and the others would follow.

    Another question was asked on brand promise. If a brand delivers its promise, then esteem for the brandincreases. In this, the shampoo, which maximum respondents felt delivered its brand promise would get the

    highest marks and the remaining would follow accordingly.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    19/29

    The last question was on trust. A respondent would buy a product on trust if he has regard for the brand.

    Respondents were asked to name, which among the five brands, they trust the most. The brand, which

    maximum respondents trust the most, would get highest marks.

    The results of the survey are- The table indicates points.

    Brand Esteem

    Questions Clinic Plus Pantene Fiama Garnier Sunsilk

    Associate 57 83 50 95 75

    Promise 3 4 4 6 3

    Trust 1 1 1 3 3

    Sub Total 61 88 55 104 81

    Percentile 20 80 40 100 60

    Survey shows that Garnier is highest on esteem. Sunsilk is not very high on esteem. The reason for this

    could be that Sunsilk is perceived as a mass market brand. People view Sunsilk as a popular hair care brand

    and a brand which is relatively reasonable. But the shampoo market has witnessed entry of many new

    premium brands. Sunsilk is a popular, widely used product, but not a product which would be completely

    trusted. It is seen more as a mass product and lesser as a premium product. Shampoos like garnier are seen

    more as a premium product.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    20/29

    Brand Stature

    Esteem and knowledge together create brand stature, which is a report card on past performance.

    Thus, it can be seen that Sunsilk is high on knowledge, but not very high on esteem.

    Differentiation

    For measuring differentiation of Sunsilk, the following questions were asked.

    Respondents were asked to identify the shampoo brands from the taglines mentioned. This has been taken as

    differentiation, because, if a consumer can identify the tagline of a particular shampoo, then it means thatthis particular brand is differentiated in the consumers mind. In this, the shampoo being identified the

    maximum number of times would get the highest marks and the remaining would follow accordingly.

    The next question was on fragrance. Fragrance is an important characteristic of a shampoo. If the respondent

    can identify the fragrance of a particular brand, then, the brand is differentiated in the mind of the consumer.

    Another question was where the respondent, had to identify, if for a particular shampoo brand, there is

    another brand quite similar in offerings. The brand, for which maximum number of respondents felt there

    are not many similar offerings, would get maximum points.

    In the last question on differentiation, we laid down the various characteristics of shampoos. The

    characteristics listed were easy rinsing, after use effect, pleasant fragrance, no damage to hair and minimal

    skin/eye irritation. These are characteristics of shampoos which are very important for consumers. It is these

    characteristics which set one shampoo different from another .The brand, which had the highest number of

    these characteristics would score the maximum marks.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    21/29

    The results of the survey are- The figure indicates points.

    Brand Differentiation

    Questions Clinic Plus Pantene Fiama Garnier Sunsilk

    Tagline 5 5 5 7 4

    Fragrance 25 14 10 18 18

    Unique 8 11 11 14 6

    Characteristics 40 50 44 63 70

    ( rinsing, etc)

    Sub Total 78 80 70 102 98

    Percentile 40 60 20 100 80

    Garnier is highest on differentiation Sunsilk is second on differentiation, with an 80 percentile. There are

    many reasons for Sunsilk to enjoy differentiation.

    Sunsilk Gang of Girls (GoG) is an online social networking website. The GoG initiative had generated

    immense interest among the target audience, media and analysts. In November 2006, it was reported that

    the site had generated 200 million hits and got on an average 12 million to 13 million page views per month.

    By March 2007, the number of registered members had crossed the half million mark, with about 30,000

    gangs.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    22/29

    In our survey, we asked few questions on the gang of girls. The results are as follows- The figures indicate

    the number of respondents. Multiple responses were allowed.

    From the above graph, it can be seen that 18 respondents felt that Sunsilk gang of girls is unique, 17 felt that

    it gave a digital cool to the brand, 14 found it to be informative and 8 found Sunsilk gang of girls as a source

    of fun.

    Thus, respondents have shown positive response towards Sunsilk gang of girls. Thus the gang of girls would

    have helped Sunsilk to differentiate from other brands.

    Another area where Sunsilk has managed to differentiate has been as a hair care expert. Sunsilk has brought

    the concept of the Sunsilk Hair Expert, a professional trained in the art of hair care and styling, to which one

    could turn to with any hair care problem or issue. Customers are offered free hair care and styling consultations

    by Sunsilk hair experts Jawed Habib and Samantha Kochhar. The respondents were asked questions on Sunsilks

    initiatives as a hair care brand. The responses have been as follows. The figures indicate the number of

    respondents and multiple responses were allowed.

    The above graph indicates that 13 respondents feel that Sunsilk employs many hair care experts, 10 feel that

    Sunsilk regularly conducts hair tests and 14 feel that Sunsilk provides tailor made solutions.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    23/29

    Thus, Sunsilk has high differentiation. Its various initiatives have helped it to be seen different from

    competitors.

    The survey even tried to understand how the respondents perceive the price of different brands. Price is an

    important differentiator; therefore, it is important to see how consumers perceive the various prices.

    Characteristics Sunsilk Pantene

    Garnie

    r Fiama

    Clinic

    Plus

    Unaffordable -- 2 5 5 --

    Expensive but

    affordable 1 8 14 10 --

    Value for money 18 5 3 3 12

    Inexpensive 4 -- -- 1 14

    The majority of respondents feel Sunsilk is a value for money.

    Relevance

    For measuring relevance of Sunsilk, the following questions were asked:

    The respondents were shown five bottles of shampoos with the names removed. The respondents were asked

    to rank the samples in order of preference of the product design. Design of a bottle is important for the

    consumer. The product design, being ranked one would get the maximum points.

    The next question was where the respondents had to name brands they would like to be associated with. If a

    consumer would want to be associated with a brand, then the brand would be relevant for the consumer.

    In the last question on relevance, the respondents were asked a series of questions on why would they

    purchase a shampoo. The following were asked-

    CharacteristicsSunsilk

    Pantene

    Garnier

    Fiama

    ClinicPlus

    The brand has high quality (for e.g. its a complete hair nourisher)

    The brand is appropriate for my hair and satisfies my needs more

    than the others

    The brand is innovative

    The brand has many variants

    The brand is enriched with active natural ingredients

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    24/29

    Multiple responses were allowed.

    The results of the survey are-

    Brand Relevance

    Questions Clinic Plus Pantene Fiama

    Garnie

    r Sunsilk Ad 41 85 76 70 80

    Associate 57 83 50 95 75

    Purchase 27 33 27 67 63

    Sub Total 125 201 153 232 218

    Percentile 20 60 40 80 100

    It is seen that Sunsilk brand is highest on relevance. This could be on account of various reasons. Sunsilk is

    a popular brand, a Unilever product, used since many decades. It is a quality product at affordable price.

    Moreover, it has wide variety of variants to cater to different consumer preferences. The product is relevant

    among wide masses because of its quality, affordability and constant innovation.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    25/29

    Brand Strength

    Differentiation and relevance combine to determine brand strength. They point to the brands future value

    Thus, it can be seen that Sunsilk has highest brand relevance and the second highest brand differentiation.

    Thus the brand has strong growth potential.

    Bringing the four together- D, R, E, K

    Brand Asset Valuator Model

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    26/29

    Thus, in conclusion it can be said that Sunsilk has growth potential. When we see Sunsilks brand stature, it

    is second highest in knowledge, but not high on esteem. There has been entry of many premium brands in

    the shampoo industry. To fight premium brands, Sunsilk innovated, tried to move up the value chain. They

    increased prices by 10%, expanded range of hair care products. Their efforts have been to be make Sunsilk a

    mid premium brand, otherwise, they would lose out the huge growth of aspirational customers across India.However, the survey shows that Sunsilk is still perceived as a mass brand. Brands like Garnier have higher

    esteem. Brands like Garnier occupy a premium image in the consumers mind. Therefore, there is more

    regard for Garnier. People are familiar with Sunsilk, but it is more of a mass brand and not a brand which is

    held in very high regard.

    When we see Sunsilks brand strength, it is second highest in differentiation and highest in relevance. Thus

    the brand has high growth potential.

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    27/29

    2. Presentation of findings and conclusion for laddering method

    There were 7 attributes, 8 consequences and 5 values that were identified from the depth interviews. These

    are:

    Attributes Consequences Values

    1 Branded (premium product) Quality (superior product) Self-esteem

    2 Expensive Accessory/ Sophistication Belonging

    3 Light liquid colour

    (Transparency)

    Fewer side effects/ manageable hair Status symbol

    4 Slick packaging Natural ingredients/ chemical free Accomplishment

    5 Fragrance Presentable, positive outlook Sense of achievement

    6 Larger size Non-oily, bouncy, light hair Family

    7 Brand ambassador Hygiene, no dandruff or itchy scalp

    8 More quantity

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    28/29

    1. Most respondents stated that out of the listed attributes, the label or brand of the shampoo was

    important. This was because they associated a premium brand with superior quality and indicated it

    as being crucial as a status symbol.

    2. The monetary value of a shampoo was also considered important as this was again associated with

    quality.

    3. A light colored liquid shampoo was preferred as lighter shade liquids are considered chemical freeand pure by the respondents. This was further associated with being beneficial for hair and

    connected to self-esteem by the respondents.

    4. An attractive bottle was associated with quality by the respondents.

    5. Respondents stated that fragrance was important for a shampoo as soothing fragrance was associated

    with feeling lively and confident. Also, a soothing fragrance was associated with a cooling effect.

    6. A few respondents stated that a larger size bottle was convenient as shampoo was used regularly.

    Besides, it was economical and could be used by the whole family.

    7. Lastly, a brand ambassador was of significance to the respondents. Many considered a shampoo to

    be of high quality and sophisticated if a well know celebrity was associated with the product. Also,

    the shampoo was then treated as an accessory and added to the esteem of the person.

    -------------------------------------------------------------------------------

  • 8/8/2019 19975622 Brand Tracker of Sunsilk to Calculate the Brand Image

    29/29

    Bibliography

    www.sunsilk.com

    www.sunsilkgangofgirls.com

    www.icmrindia.org

    youtube.com

    www.lifecantwait.com

    www.moneycontrol.com

    www.hindubusinessline.com

    www.domain-b.com

    http://www.sunsilk.com/http://www.sunsilkgangofgirls.com/http://www.icmrindia.org/http://www.lifecantwait.com/http://www.moneycontrol.com/http://www.hindubusinessline.com/http://www.domain-b.com/http://www.sunsilk.com/http://www.sunsilkgangofgirls.com/http://www.icmrindia.org/http://www.lifecantwait.com/http://www.moneycontrol.com/http://www.hindubusinessline.com/http://www.domain-b.com/