SMOOTH SUNSILK CONFIDENCE………
Extra bounce, extra sheen; get always extra……
Hair is natural and beautiful but whenever there is a problem the first step is to go back to nature. This is what Sunsilk provides, solves every hair problem, as well as rejuvenates the health of hair to its original bounce and sheen naturally and hence is preferred by mostly adolescents. Hence the segment which we have chosen for the survey of buyer’s decision is college going girls.
Leading the pack is HLL's Sunsilk brand, which has recently been relaunched as Sunsilk Natural. Sporting four variants, HLL is again reinforcing the natural’s proposition with added ingredients such as lemon, amla and milk proteins. Says Prasad Narasimhan, Marketing Manager, HLL (Hindustan Lever Limited) "We are making Sunsilk more contemporary and Sunsilk Natural is the new nomenclature for the brand." Considering that the shampoo category is one of the growing segments in the stagnant FMCG industry, companies are enhancing their products to cater to consumer needs.
Anjali, a twenty five year educated career woman, was nervous. She was stranded on a busy street, with her scooter refusing to start. A few minutes ago, the damned machine stalled. Those few minutes were like eternity for Anjali. Usually confident and composed, Anjali felt helpless. First she struggled with the electric start button, it didn’t work. She couldn’t reach the starter kick pedal from her sitting position. She got off and tried to kick the machine to start. By this time her nice pink salwar had got stained. She then struggled to bring the machine on its center stand, which required all her might and almost got her toes crushed. Anita then got help but not without feeling miserable in full public view.
The story described above reflects clearly the crave nature of woman to look good. They wish to be independent and mobile. They wish they could do without help from men. They wish to be themselves. A product services need to reassure a woman that it will be around in a predictable way when she needs help. For example, if she needs her microwave oven repaired, assure her that the mechanic would not just be courteous, but that he would come home at her convenience with required tools. This is a basic expectation. They will enthusiastically recommend the products to many other equally enthusiastic women. Thus, women constitute about half of the market. If we consider their influence in buying decisions, we will realize that they control much more than half the market.
Thus, all these things influence the buying decision of a product including the one we have chosen i.e. Sunsilk Shampoo. Its recent print ad is clearly about confidence and individuality. Women who look stunning in silky and velvety soft hair convey this message. Every woman would like to get attention. Looking young is her eternal desire. The confidence and individuality of Sunsilk women set up a desire in her to be like them.
The products themselves occupy a small but inviting position in the print ad. Any woman will linger at the ad page and will imagine her having the same silky and velvety soft hair. But she may not be familiar with all aspects of make up and beauty treatment. In one way we can say that it ignites inflammable needs of a woman - the need for head-turning attention, co-ordination and detail, the need for feeling nice about self. It shows her the way to fashion. It’s a heady mix, which few women can ignore. Also they take extra-ordinary efforts to satisfy their needs. A woman will travel to another end of town to buy something like rice, dry fruits, or vegetables if she believes that she is getting something special. So it’s obvious that they will go for a product like shampoo which is available for all types (dry, rough, sticky lifeless etc.) of hair and is a natural shampoo containing Amla, Watermelon extracts, olive oil, Egg protein and many more natural things which strengthens the hair and make them beautiful.
This is a generalized concept that is true for every beauty product. But when we specially talk of Sunsilk Shampoo we can conclude about it after going through the data collected from five of its users through a questionnaire as follows.
A Beauty talk that’s a joy to own………….
Q1.Which shampoo would you feel most suitable for your hair type?
A: Sunsilk (pink) naturals-silky strength.
B: Sunsilk (black) naturals-black shine.
C: Sunsilk (blue) naturals-fresh & cool.
D: Sunsilk (red) naturals-thick & strong.
E: Sunsilk (yellow) naturals-velvety soft.
Q2.Why do you prefer Sunsilk?
A: It is a natural shampoo, which is suitable for all types of hair.
B: It has a reasonable set of price.
C: No other shampoo can be compared with it.
D: We trust it.
E: Due to its good quality.
Q3. How many members in your family use Sunsilk Shampoo?
A: Myself only.
B: Me and my mother.
C: Me and my beloved.
D: Me and my friends.
E: All the members.
Q4.How many times do you use it in a week?
A: Once
B: Two to three times.
C: I use it twice, but don’t know about the other members.
D: Whenever it is necessary.
E: When we go for dating.
Q.5 How can you differentiate it from other Shampoos available in the market?
A: It suites hair.
B: It makes the hair silky and strengthy.
C: It gives fresh feeling which I hardly find in others.
D: Its reasonable price.
E: I just like it and trust it.
Q.6 Are you satisfied with the cost?
A: Obviously!
B: Almost.
C: Yes.
D: It should be slightly less.
E: Yes, it is in my budget.
Q.7 If you are asked to change your Shampoo will you go for it?
A: No, never!
B: If I will get better I will definitely go for it.
C: No.
D: Why I will go for other?
E: I don’t know.
Q.8 You used sunsilk because…………
A: My roommate suggested me………….
B: One of my relatives was using it.
C: I saw the ad. in TV/Magazines and………..
D: I just tried it.
E: My friend told me………
Q.9 What changes have you felt in your hair after using Sunsilk Shampoo?
A: My hair grows healthy.
B: I become more confident about my beauty and personality.
C: My friends say, wow…..
D: I got a proposal after using it.
E: My hair has become silky like Aishwarya.
Q.10 Any other features to improve its quality and packaging?
A: No.
B: Yes! Its shape should be more stylish.
C: It should use herbal ingredients.
D: It’s good.
E: It should change its fragrance.
Q.11 Any other suggestions…………………………………………………..
……………………………………………………………………………………………………………………………………………………………….
……………………………………………………………………………......
BUYER’S SURVEY DECISION:
Name
Buyer
Influencer
User
Level of satisfaction
Reason for use
Parvish sultana
Final yr. CS
Self
Advertisement
Self
Satisfied
Natural &
Suites hair
Neha rani
2nd yr. EE
Self
My roommate suggested me.
Self
Don’t know exactly
Cost effective (satchet)
Vandana kumari
4th yr. EE
Self
My family was using it.
Family
Satisfied
It suites my hair coz.natural
Ashmita Paul
5th yr. EC
Self
Advertisement
Self
Can go for better.
It suites my hair.
Dalia Chowdhury
Final yr. EC
Self
Advertisement
Self
Satisfied
Cost effective
SELLER’S POINT OF VIEW:
The survey was done with the help of handicam and in a shop in NIRJULI market. As here the market segment is NERIST and our target segment is college going girls who are very much confident and independent. And, girls have an eternal craze for attention. So, all girls want to give there hair natural strength and shine. This is the reason why almost everyone wants to use Sunsilk or Vatika which is naturally enriched. And according to seller, they keep almost all brands but the college girls prefer mostly Sunsilk, Vatika or Clinic Plus sometimes. They are equally inquisitive to know if any new brands have come up.
CONCLUSION:
Thus show the buyer something that is genuinely good or useful for them and they will be eternally grateful to you. This is what is done by HLL (Hindustan Lever Limited) because if products, services, and communications combine to make a woman feel beautiful, we have a great opportunity to build enduring brand in her mind. It takes earnestness and consistency throughout product cycles to nuture and enhances their self-image. Girls usually prefer this (sunsilk) shampoo because of its availability for different types of hair and too are a natural shampoo added with conditioner which gives natural shine and strength to their hairs which makes them feel more confident and independent.
Shampoo brands are straddling the `naturals' platform, as consumers' awareness of natural products is on the high and they are willing to try out newer options. And thus relaunching the product as sunsilk naturals has been fruitful. HLL is reinforcing the natural’s proposition with added ingredients such as lemon, amla and milk proteins.
While Sunsilk’s stagnant market is being reinforced, much of this growth is attributed to the sachet revolution that has helped in penetrating the market. It is cost effective with Rs.2 per satchet and even Re. 1 packets have been introduced. The replacement of some ingredients is also giving a favourable weightage in the market share.. Sunsilk, for instance, has replaced the jojoba herbs used in its anti-dandruff variant with curd, an ingredient which Indian consumers are more familiar with. The return to nature will help this brand survive long, as they can give something different to consumers.
Extra bounce, extra sheen; get always extra……
Hair is natural and beautiful but whenever there is a problem the first step is to go back to nature. This is what Sunsilk provides, solves every hair problem, as well as rejuvenates the health of hair to its original bounce and sheen naturally and hence is preferred by mostly adolescents. Hence the segment which we have chosen for the survey of buyer’s decision is college going girls.
Leading the pack is HLL's Sunsilk brand, which has recently been relaunched as Sunsilk Natural. Sporting four variants, HLL is again reinforcing the natural’s proposition with added ingredients such as lemon, amla and milk proteins. Says Prasad Narasimhan, Marketing Manager, HLL (Hindustan Lever Limited) "We are making Sunsilk more contemporary and Sunsilk Natural is the new nomenclature for the brand." Considering that the shampoo category is one of the growing segments in the stagnant FMCG industry, companies are enhancing their products to cater to consumer needs.
Anjali, a twenty five year educated career woman, was nervous. She was stranded on a busy street, with her scooter refusing to start. A few minutes ago, the damned machine stalled. Those few minutes were like eternity for Anjali. Usually confident and composed, Anjali felt helpless. First she struggled with the electric start button, it didn’t work. She couldn’t reach the starter kick pedal from her sitting position. She got off and tried to kick the machine to start. By this time her nice pink salwar had got stained. She then struggled to bring the machine on its center stand, which required all her might and almost got her toes crushed. Anita then got help but not without feeling miserable in full public view.
The story described above reflects clearly the crave nature of woman to look good. They wish to be independent and mobile. They wish they could do without help from men. They wish to be themselves. A product services need to reassure a woman that it will be around in a predictable way when she needs help. For example, if she needs her microwave oven repaired, assure her that the mechanic would not just be courteous, but that he would come home at her convenience with required tools. This is a basic expectation. They will enthusiastically recommend the products to many other equally enthusiastic women. Thus, women constitute about half of the market. If we consider their influence in buying decisions, we will realize that they control much more than half the market.
Thus, all these things influence the buying decision of a product including the one we have chosen i.e. Sunsilk Shampoo. Its recent print ad is clearly about confidence and individuality. Women who look stunning in silky and velvety soft hair convey this message. Every woman would like to get attention. Looking young is her eternal desire. The confidence and individuality of Sunsilk women set up a desire in her to be like them.
The products themselves occupy a small but inviting position in the print ad. Any woman will linger at the ad page and will imagine her having the same silky and velvety soft hair. But she may not be familiar with all aspects of make up and beauty treatment. In one way we can say that it ignites inflammable needs of a woman - the need for head-turning attention, co-ordination and detail, the need for feeling nice about self. It shows her the way to fashion. It’s a heady mix, which few women can ignore. Also they take extra-ordinary efforts to satisfy their needs. A woman will travel to another end of town to buy something like rice, dry fruits, or vegetables if she believes that she is getting something special. So it’s obvious that they will go for a product like shampoo which is available for all types (dry, rough, sticky lifeless etc.) of hair and is a natural shampoo containing Amla, Watermelon extracts, olive oil, Egg protein and many more natural things which strengthens the hair and make them beautiful.
This is a generalized concept that is true for every beauty product. But when we specially talk of Sunsilk Shampoo we can conclude about it after going through the data collected from five of its users through a questionnaire as follows.
A Beauty talk that’s a joy to own………….
Q1.Which shampoo would you feel most suitable for your hair type?
A: Sunsilk (pink) naturals-silky strength.
B: Sunsilk (black) naturals-black shine.
C: Sunsilk (blue) naturals-fresh & cool.
D: Sunsilk (red) naturals-thick & strong.
E: Sunsilk (yellow) naturals-velvety soft.
Q2.Why do you prefer Sunsilk?
A: It is a natural shampoo, which is suitable for all types of hair.
B: It has a reasonable set of price.
C: No other shampoo can be compared with it.
D: We trust it.
E: Due to its good quality.
Q3. How many members in your family use Sunsilk Shampoo?
A: Myself only.
B: Me and my mother.
C: Me and my beloved.
D: Me and my friends.
E: All the members.
Q4.How many times do you use it in a week?
A: Once
B: Two to three times.
C: I use it twice, but don’t know about the other members.
D: Whenever it is necessary.
E: When we go for dating.
Q.5 How can you differentiate it from other Shampoos available in the market?
A: It suites hair.
B: It makes the hair silky and strengthy.
C: It gives fresh feeling which I hardly find in others.
D: Its reasonable price.
E: I just like it and trust it.
Q.6 Are you satisfied with the cost?
A: Obviously!
B: Almost.
C: Yes.
D: It should be slightly less.
E: Yes, it is in my budget.
Q.7 If you are asked to change your Shampoo will you go for it?
A: No, never!
B: If I will get better I will definitely go for it.
C: No.
D: Why I will go for other?
E: I don’t know.
Q.8 You used sunsilk because…………
A: My roommate suggested me………….
B: One of my relatives was using it.
C: I saw the ad. in TV/Magazines and………..
D: I just tried it.
E: My friend told me………
Q.9 What changes have you felt in your hair after using Sunsilk Shampoo?
A: My hair grows healthy.
B: I become more confident about my beauty and personality.
C: My friends say, wow…..
D: I got a proposal after using it.
E: My hair has become silky like Aishwarya.
Q.10 Any other features to improve its quality and packaging?
A: No.
B: Yes! Its shape should be more stylish.
C: It should use herbal ingredients.
D: It’s good.
E: It should change its fragrance.
Q.11 Any other suggestions…………………………………………………..
……………………………………………………………………………………………………………………………………………………………….
……………………………………………………………………………......
BUYER’S SURVEY DECISION:
Name
Buyer
Influencer
User
Level of satisfaction
Reason for use
Parvish sultana
Final yr. CS
Self
Advertisement
Self
Satisfied
Natural &
Suites hair
Neha rani
2nd yr. EE
Self
My roommate suggested me.
Self
Don’t know exactly
Cost effective (satchet)
Vandana kumari
4th yr. EE
Self
My family was using it.
Family
Satisfied
It suites my hair coz.natural
Ashmita Paul
5th yr. EC
Self
Advertisement
Self
Can go for better.
It suites my hair.
Dalia Chowdhury
Final yr. EC
Self
Advertisement
Self
Satisfied
Cost effective
SELLER’S POINT OF VIEW:
The survey was done with the help of handicam and in a shop in NIRJULI market. As here the market segment is NERIST and our target segment is college going girls who are very much confident and independent. And, girls have an eternal craze for attention. So, all girls want to give there hair natural strength and shine. This is the reason why almost everyone wants to use Sunsilk or Vatika which is naturally enriched. And according to seller, they keep almost all brands but the college girls prefer mostly Sunsilk, Vatika or Clinic Plus sometimes. They are equally inquisitive to know if any new brands have come up.
CONCLUSION:
Thus show the buyer something that is genuinely good or useful for them and they will be eternally grateful to you. This is what is done by HLL (Hindustan Lever Limited) because if products, services, and communications combine to make a woman feel beautiful, we have a great opportunity to build enduring brand in her mind. It takes earnestness and consistency throughout product cycles to nuture and enhances their self-image. Girls usually prefer this (sunsilk) shampoo because of its availability for different types of hair and too are a natural shampoo added with conditioner which gives natural shine and strength to their hairs which makes them feel more confident and independent.
Shampoo brands are straddling the `naturals' platform, as consumers' awareness of natural products is on the high and they are willing to try out newer options. And thus relaunching the product as sunsilk naturals has been fruitful. HLL is reinforcing the natural’s proposition with added ingredients such as lemon, amla and milk proteins.
While Sunsilk’s stagnant market is being reinforced, much of this growth is attributed to the sachet revolution that has helped in penetrating the market. It is cost effective with Rs.2 per satchet and even Re. 1 packets have been introduced. The replacement of some ingredients is also giving a favourable weightage in the market share.. Sunsilk, for instance, has replaced the jojoba herbs used in its anti-dandruff variant with curd, an ingredient which Indian consumers are more familiar with. The return to nature will help this brand survive long, as they can give something different to consumers.
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These are truely fantastic!You are an incredibly talented Dude!
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Wow, cool post. I’d like to write like this too – taking time and real hard work to make a great article… but I put things off too much and never seem to get started. Thanks though. Natural Anti Fungal Shampoo
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