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The new packaging for Sunsilk shampoo was developed by Brown Inc. UK to make the brand look more modern, contemporary, and communicate the variants for different hair types. The positive effects of the new packaging include building consumer awareness, creating a strong brand personality, increasing usage and sales, and effectively communicating the brand promise through research-backed messages. However, the new packaging may lower rural sales as people in rural areas have traditions beliefs about packaging shapes. It will also require significant marketing spending to promote the new packaging design against imported brands.

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Hajra Makhdoom
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8 views2 pages

Assignment

The new packaging for Sunsilk shampoo was developed by Brown Inc. UK to make the brand look more modern, contemporary, and communicate the variants for different hair types. The positive effects of the new packaging include building consumer awareness, creating a strong brand personality, increasing usage and sales, and effectively communicating the brand promise through research-backed messages. However, the new packaging may lower rural sales as people in rural areas have traditions beliefs about packaging shapes. It will also require significant marketing spending to promote the new packaging design against imported brands.

Uploaded by

Hajra Makhdoom
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Brand: Unilever Pakistan.

Product: Sunsilk co creations

Packaging:
The packaging design for the New Sun silk range is extremely exciting and has been
developed by Brown Inc. UK. The packaging makes the brand look expert and modern. This
packaging makes the brand look more contemporary and hi-tech. It ensures more emphasis
on the variants that have already been a part of the product but never been communicated
to the customer that well. This new packaging has clearly identified that there is a separate
product for each hair type.

Positive Effects of New Packaging of Sunsilk shampoo:


 Build top of the line consumers’ awareness.
 Creating a personality of the brand.
 To increase the usage.
 Conditioning benefits.
 Maximize sales
 Increase market share
 Maintain sustained profits
 Make a positive difference to the lives of low income consumers
 Create new opportunities for growth.
 Unique shampoo for every hair type.
 Effectively communicate brand promise.
 Elida Hair Institute does a lot of research and they come up with innovation in the
product. Elida provides credibility that Sunsilk is not locally made but it is based on a
lot of research by internationally accredited institutions. Unilever believes that
messages about product delivered by credible sources can be very persuasive.
Hence Nabila who is a hair care expert endorses Sunsilk and more value is added to
the brand. Consumers relate to products itself, they can relate to a human being who
consumers believe is an expert so if Nabila is an expert so is Sunsilk.
 Nabila a recognized and highly qualified hair stylist is used by Sunsilk in its ads
because they want to bring out an expert’s image.
Sunsilk has come up with a new promotional campaign GOOD HAIR DAYS in six major
cities in collaboration with famous hair stylists of the country.

Negative Effects of New Packaging of Sunsilk shampoo:

 Rural people have their own believes about product shape so new packaging may be
lower the sales of Sunsilk.
 It required lots of marketing.
 Imported brands also available in the market so may be customer move towards
them.
 Customer satisfaction level may be decrease.
RECOMMENDATIONS:
They should increase the frequency of their advertisements on electronic and print
[Link], Pakistan realizes the huge potential of the rural markets, i.e. 72%
of the total population, but has not yet developed a successful strategy to penetrate
this market. The success of Unilevers Hindustan should be emulated, which has
successfully captured the rural market by two key strategies; firstly, by developing a
strong distribution infrastructure and secondly, by adapting the packaging and
pricing to this market.

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