sunsilk to sedal

Arkaprava Ghosh

HAIR CARE CATEGORY IN CENTRAL AMERICA

24%

23%21%

15%

9%8%

total hair care sales(%)costa ricael salvadorguatemalanicarguahonduraspanama

Consumers were mainly women between 18-50 years of age

Decision on type of product and brand purchase attributed to women

Within the category , associations of consumers were mainly with

Shampoo & conditioner

Extensions like gel , hair spray , fixatives found a very low association

CONSUMER PULL

•Defined by “look beautiful” , “feel good”Association with principal benefits

Association with product specifications

CONSUMER INSIGHTS: CENTRAL AMERICA

SEC A (annual income > US$ 57000)

SEC B (annual income > US$ 29000

SEC C+(annual income > US$ 15000

SEC C- (annual income > US$9000)

SEC D (annual income> US$2000)

Consumer segmentation : based on “socioeconomic groups” determined by annual income of people

Consumer insight

Cosmetic imagery was of great importance in “central America” ; hence hair care was of great influence herePeople belief: important to look good to leave an impression

This class is more focused on the emotional connect

that the brand provides

Associated with the most basic need of cleansing

Tap on factors like “softness” , “silky” , “healthy” etc. more

focused on the ingredient factor

Category influence people belief saw a gradual shift in the product offerings by leading brands

Basic shampoo & conditioner

Hair type- normal , oily , dry

Hair characteristics- straight , curls, color

6%

25%

34%

10%

16%

10%

MARKET SHARE (%)SUNSILK PANTENE HEAD&SHOULDERSPERT PLUS NATURALS OPTIMUS

Source: Latin American journal , really information center

6%10%

16%

6%33%

29%

MARKET SHARE(%)

SUNSILKPANTENEHEAD&SHOULDERSPERT PLUSNATURALSOPTIMUS


12%

29%

24%5%

24%

7%

MARKET SHARE (%)SUNSILK PANTENEHEAD&SHOULDERS PERT PLUSNATURALS OPTIMUS


11%3%

32%

15%

26%

12%

MARKET SHARE (%)

SUNSILKPANTENEHEAD&SHOULDERSPERT PLUSNATURALSOPTIMUS


41%

9%13%

5%

28%

4%



22%

28%

21%

8%

10%

11%


BRAND OVERVIEWKey consumer segments : B , C & D ; C & D accounted for 70% of brand sales

Product portfolio :•Shampoos•Conditioners•2 in 1

Bottles accounted for 80% of the sales throughout Central America

Single pricing strategy was followed for all channels but in general sunsilk prices were 15% above the average market price

Traditionally sunsilk had been considered innovative with the introduction of 2in 1 shampoo+conditioner

•Rate of subsequent innovations was low

•Competitors had extended their lines to styling creams while sunsilk still remained in the shampoo-conditioner category

Presence since ages

Perceived to be Traditional

Brand sales were mainly attributed to the older female consumersTop of the mind recall in the youth segment was found to be very low (2001 brand equity studies)

glamorous Low in hair care expertise

Basic product specifications ;Low in innovation

Can be used only for basic cleansing

Connotation : sunsilk

Brand sunsilk was present for over 10 years and had a strong market share in SEC C&DSUNSILK WAS THE MARKET LEADERFocus groups showed outright resistance towards any change in brand communication

Failure by sunsilk to establish market shareTop of the mind recall by customers was in the range of 3-8%Prominence & brand loyalty both had taken a dip in these countries

At the end of 2001, a managerial team from Unilever Central America, decided to undertake a brand, image and formula change of Sunsilk hair care products

SUNSILK was to be changed to SEDAL

Pais Translation: country

2 different concepts were proposed for the change

•In Nicaragua, Honduras, Guatemala and Panama, the change consisted in the removal of the Sunsilk range from the market, replaced by the Sedal range, accompanied by an advertising campaign for launching the new product

•In Costa Rica and El Salvador, one product gradually replaced the other due to the strong imagery of sunsilk in those countries

MAKING CHANGE: SUNSILK TO SEDAL

Increase the rate of innovation in terms of specifications

Extend product lines to hair treatment creams , hair styling gel , hair fixatives etc.

Introduction of new variants to capture the market , specially the A & B socioeconomic class

Change in communication

•Sedal brand hair care expert in the world•Sedal understands what your hair means•Targeting the Youth






Sedal now launched their brands on 3 platforms:

•hair repair & care platform

•Pharmaceutical platform

•Color protect platform – a new innovation in the hair care category .

Sedal realized that natural hair color differed person to person so sedal launched a new line for “protecting your natural color”

One of its kind combing cream to give instant style and look to your hair

REPAIR & CARE PLATFORMVARIANT SPECIFICATION BENEFITControlhumect

Zinc pyrithione Complex moisturizer

Zinc pyrithione : dandruff controlLys amino acid moisturizes

ceramidas Vitamin a repairs the hair shaft, strengthens intercellular cohesion stimulates cell renewal

guarana Guarana extract Properties to stimulate and fortify capillariesActive hair shine

Miely germen de trigo

Wheat extractFor dry hair only

Moisturizes and nourishes dry hair

PHARMACEUTICAL PLATFORMVARIANT SPECIFICATIONS BENEFITS

lissage hydrolyzed protein, hydrolyzed wheat glucose capalimero

Nourishing and relaxing each fiber helping in nourishing & easy combing

hidraloe Natural essences For long hair volume control by nourishing and moisturizing

antisponge With hydrolyzers Prevents dehydrations and prevents hairfall while combing

COLOUR CARE PLATFORMVARIANT SPECIFICATION BENEFIT

Castanos intensos Jojoba oil Removes hair grease

Rubios radiantes

Chamomile extract Free radical scavenger (for external factors) preventing hair rust

Rojo vibrantes Red fruit extracts Increased recirculation of proteins through capillary resistance thus preventing hairfall

Negros lumioscs

melanin Maintains the black lustre of hair

MAKING CHANGE: SUNSILK TO SEDALIncrease the rate of innovation in terms of

specifications


Introduction of new variants & products to capture the market , specially the A & B socioeconomic class


Research revealed two of the most pressing needs of consumers in Mexico: HAIR FLUFF & HAIR LOSS

Sedal “anti-sponge” has an essential ingredient avocado which is a hydrating complex to hydrate hair fibres and prevent them from refluffing all day long

Sedal ”Caida Defense” is enriched with vitamins A & E which strengthens the hair fiber, making it more resistant to attacks , preventing the hair to weaken, crack and facilitating the hair both wet and dry






Global campaign “life cannoit wait” by sedal highlighting Marilyn Monroe, Madonna and Shakira the three most iconic women inThe history of the entertainment world showcasing their attitude and how their hair identified them in every stage of their career

The goal of this campaign was to inspire women to take advantage of opportunities presented to them, to live today and make life happen to them now, using, among other things, their hair as a vehicle to transform their look and assert their identity

Source: Latin American journal , really information center ; mexico teen magazine cutout

SEDAL-SUNSILK MIGRATION

El Salvador & Costa Rica

Stage 1: Through change in presentation of labels

•Concept of rebranding was carried out usingDouble label concept

•The goal was to get consumers to see the brand “sunsilk” on the packs but when they removed the superimposing flap they could observe “sedal” on the same pack


SEDAL-SUNSILK MIGRATIONEl Salvador & Costa Rica

Stage 2: Introduction of new formulation

•Research had revealed that around 63% of consumers dye their hair; so a new variety in the form of color protect shampoo was launched specially for El Salvador & Costa Rica

•It was hoped that the consumers will notice the new look and feel of the new “sunsilk” or “sedal” as the removable stickers revealed

Launch of new range

New innovative formula

Extra conditioning

Essential point of sale activities were undertaken to communicate the brand change & variety launch

“Islands of change sedal” were introduced in major supermarket chains to ensure that consumers could see for themselves that the product had improved

ICS were exhibitors with beauty lounge area that analyzed hair charecteristics of participants & demonstrated the efficiency of sedal products on them for free on presentation of double label


SEDAL-SUNSILK MIGRATIONEl Salvador & Costa Rica

Stage 3 : continuous innovations & commercial variety

Campaigns were marked by commercials both based on emotion

•Around this time , packaging was also changed from 400& 250 ml varieties to 300& 200 ml varieties

•The change was mainly due to the closure of manufacturing plant in El Salvador & productsHad to be imported from Argentina & Brazil

•A 80 ml package was also introduced for all varieties


SEDAL-SUNSILK MIGRATION:Nicargua , Honduras , Guatemala , Panama

Having not a very good hold in these markets ; it was decided to replace “sunsilk” with the “sedal” brand completely

Before the launch of “sedal” ; inventory levels of “sunsilk” were gradually reduced at the point of sale so that it was economically feasible to withdaw SKU’s of “sunsilk” and replace them with “sedal”

STRATEGY:

Emphasis on international look & packaging

Launch of various variants at once to prove their expertise in hair care

Launch was geared up with the introduction of “vital color” and “islands of change sedal” campaign were all over these countries to support the launch Source: Latin American journal , really information center

SEDAL-SUNSILK MIGRATION:Nicargua , Honduras , Guatemala , Panama

Logistics carefully evaluated to minimize losses whilst total removal of “sunsilk” brand

Relaunch of the sunsilk line like“aloe” for dry hairUV melanin protectDNA for long hairWith new wording”sedal” and new package with new etiquette of the brand

Launch of new varieties began with “hindraloe” for people with wavy & curly hair2 months later saw the launch of “vital color” designed for colored hair

Advertising in mass media & Point of sale promotions continued for 5 months till the mark established itself

Line extension for allVarieties to•Styling cream•Treatment cream•Lotion treatment•Combing sprays & creams

Timeline : 2001-2003


sedal

pantene

head &

shoulders Har

savita

lan

ua

herbal

essence

sdove

others

0%

10%

20%

30%

40%

50%

60%

20032004200520062007

Sedal – the market leader

Market share in Central America (%)

Source : graduation thesis by yessica paola , ICHE

sunsilk to sedal

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