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

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 Gutman’s “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 consumers care about their choice between different brands. For the BAV analysis, Sunsilk’s 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 always taken many initiatives to reach customers like the Sunsilk Gang of Girls, promotional campaigns like ‘life can’t 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.

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 Sunsilk’s Brand Stature, it is second highest in knowledge, but not high on esteem. When we see Sunsilk’s 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 consumer’s 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

Table of Contents

Executive summary

History of the brand & evolution over time

Instruments of data collection

Presentation of findings

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 popular misconception 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.

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 brand’s 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 brand’s 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, Sunsilk’s competitors are - Clinic plus, Pantene, Garnier, and Fiama di wills.

QUESTIONNAIRE

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

a) Care

b) Somewhat care

c) Don’t 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

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

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

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 following brands?

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)

Characteristics

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Easy rinsing

After use effect

Pleasant fragrance

No damage to hair

Minimal skin/eye irritation

12. For which of the following reasons would you purchase any of the following shampoos. (Multiple responses per category can be given)

Characteristics

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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

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

Characteristics

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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 shampoo’s initiatives as a hair care brand. Please tick the brand that it applies to (multiple brands may be chosen).

Characteristics

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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

18. Please indicate whether you agree or disagree with each of the following statements on the “Life can’t 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  

Reynolds and Gutman’s “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 consumer’s network of meanings. Laddering provides a way to probe into the consumer’s deep underlying psychological and emotional reasons that affect their purchasing decisions.

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

Brand image measurement

Model used Reynolds and Gutman’s “Laddering Method”

Instrument of data collection Laddering/ depth interview

Sample size 8 respondents

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.

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

QuestionsClinic Plus Pantene Fiama Garnier Sunsilk

TOM 61 69 10 48 63Tagline 5 5 5 7 4Design 24 22 20 22 20Ad 16 13 8 17 23Fragrance 25 14 10 18 18Sub Total 131 123 53 112 128Percentile 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 India’s 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 India’s 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

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 can’t wait’. It has featured iconic women. The campaign was targeted at young and successful women. The real story behind the ‘Life can’t 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 Can’t Wait’ campaign was not just about fresh advertising – it was about new packaging and positioning. A re-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 can’t wait’. The question was-

 Life can’t 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 can’t wait campaign. People are even aware of the message being communicated through the campaign

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 Sunsilk’s 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 brand increases. In this, the shampoo, which maximum respondents felt delivered its brand promise would get the highest marks and the remaining would follow accordingly.

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 EsteemQuestions Clinic Plus Pantene Fiama Garnier SunsilkAssociate 57 83 50 95 75Promise 3 4 4 6 3Trust 1 1 1 3 3Sub Total 61 88 55 104 81Percentile 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.

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 that this particular brand is differentiated in the consumer’s 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.

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

Brand DifferentiationQuestions Clinic Plus Pantene Fiama Garnier SunsilkTagline 5 5 5 7 4Fragrance 25 14 10 18 18Unique 8 11 11 14 6Characteristics 40 50 44 63 70( rinsing, etc)Sub Total 78 80 70 102 98Percentile 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.

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 Sunsilk’s

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.

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 Garnier FiamaClinic Plus

Unaffordable -- 2 5 5 --Expensive but affordable 1 8 14 10 --Value for money 18 5 3 3 12Inexpensive 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-

Characteristics

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The brand has high quality (for e.g. it’s 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

Multiple responses were allowed.

The results of the survey are-

Brand RelevanceQuestions Clinic Plus Pantene Fiama Garnier SunsilkAd 41 85 76 70 80Associate 57 83 50 95 75Purchase 27 33 27 67 63Sub Total 125 201 153 232 218Percentile 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.

Brand Strength

Differentiation and relevance combine to determine brand strength. They point to the brand’s 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

Thus, in conclusion it can be said that Sunsilk has growth potential. When we see Sunsilk’s 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 consumer’s 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 Sunsilk’s brand strength, it is second highest in differentiation and highest in relevance. Thus the brand has high growth potential.

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

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 free and “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.

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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