Marketing Sunsilk: How Unilever Launched its Global Hair Care Brand in the US
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG204 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
International marketing, Consumer Behavior, Marketing Communication |
| Case Length |
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17 Pages |
| Period |
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2006-2008 |
| Pub Date |
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2009 |
| Teaching Note |
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Not Available |
| Organization |
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Unilever |
| Industry |
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Consumer
Packaged Goods |
| Countries |
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US |
Abstract:
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This case is about the promotional strategies adopted by
Unilever to promote one of its leading hair care brand, Sunsilk in US. Sunsilk
debuted in the US market in 2006. The goal of Unilever was to position Sunsilk
as a brand that provides solutions to hair problems faced by women. The brand
was advertised through different media including television, print and online.
The case provides a detailed description of innovative campaigns such as
'Hairapy'and 'Life Can't Wait'launched by Unilever to attract women towards
the brand. The case concludes with a brief account of the steps to be taken by
Unilever to sustain Sunsilk's presence in the US market.
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Issues:
» Understand the issues and challenges in launching a brand
in an international market.
» Study the hair care market in the US and examine how Unilever launched Sunsilk
in the country.
» Analyze the promotional strategies adopted by Unilever to promote the Sunsilk
brand in US, particularly the 'Hairapy'and the global 'Life Can't Wait'campaign.
» Analyze the future prospects of Sunsilk brand in US and explore strategies
that the company can adopt.
Contents:
Keywords:
Marketing communication, Consumer behavior, Global branding,
Viral marketing, User generated global campaigns, Hairapy, Life Can't Wait,
Consumer Packaged Goods, US hair care market, Unilever, Sunsilk
Marketing Sunsilk: How Unilever Launched its Global Hair Care Brand in the US
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