Analysis of Sunsilk's International Marketing Management Strategies

This report provides a comprehensive analysis of Sunsilk's international marketing management, focusing on its product offerings, customer profile, and competitive landscape. The report begins with an introduction to marketing management and its significance, followed by an assessment of Sunsilk's presence in the Australian market through Woolworths supermarket. It details Sunsilk's product portfolio, brand history, and the marketing mix (product, price, place, and promotion) strategies. Furthermore, the report analyzes customer profiles and behaviors using the customer-based brand equity model, and examines Sunsilk's brand positioning strategies, including product attributes, pricing, and competitor analysis. The report also explores marketing communication tools used by Sunsilk, such as advertising, sales promotion, and direct marketing. Finally, the report summarizes the key marketing challenges and provides recommended strategies for Sunsilk to enhance its global market presence and profitability.

International marketing
management analysis report

Table of Contents
INTRODUCTION ..........................................................................................................................3
ASSESSMENT 1.............................................................................................................................3
Name of the supermarket with location .....................................................................................3
product and global international brand ......................................................................................4
customer profile and behaviour ..................................................................................................6
competition analysis ...................................................................................................................7
Marketing challenges and recommended strategies for Sunsilk ................................................9
CONCLUSION .............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Marketing management is the process of planning, organising , monitoring and
controlling the marketing activities like branding , advertising , promotion and desgin of the
product . This management process play significant role for launching a new product in the
market and increase the range of selling of existing product that helps to increase profitability
and build image in the market. marketing management user to prepare strategies in such way that
helps to reduce cost of selling and distribution of product so company can provide product in the
global market (Pulka, Ramli and Bakar, 2018).
present report based on Sunsilk company is UK base company which provide health care
and beauty care product to customer. This report include Sunslik company supermarket location
in Australia and also explain about product and services offer to customer. Further , analysis the
competitor of Sunslik and its key challenges and recommendation.
ASSESSMENT 1
Name of the supermarket with location
Woolworth supermarket provide Sunslik brand product in international market. it is an
Australian supermarket supply chain owned by Woolworth limited. headquarter of the
supermarket established in Bella Vista , Australia and new south Wales. Recently they have
around 1000 store across the Australia. Woolworth supermarket generate revenue 56.726 billion
dollar over a year and total 115000 workers engaged with the supermarket they provide better
services to customer. Woolworth supermarket deliver groceries product like vegetables , fruit ,

meat etc and also sell magazine , health and but items and household product etc. it provide best
services through home shopping delivery as well as store services. this super market focus on
home brand delivery , provide premium brand with the range of product and fresh product
delivery to their customers (irajuddin and Kumar, 2018).
◦ product and global international brand
Owner and history of the Sunsilk brand
Sunslik company is an UK base company and owner of the company is Unilever . Company
provide health care and beauty care product to customer .
Sunslik was introduce 1954 after they expanded their business through advertisement and
introducing new location all over the world. over the year they introduce sunslik cream
shampoo , conditioner and cream etc . In 1970's Sunslik was started manufacturing work into
the 27 countries for expand their business . They have been introduced new product over the year
and 2009 company relaunch as Sunslik co- creation to become the leading company over the
worldwide.
Product and services offer to customer
Sunslik company provide quality product as per customer needs and preference.
◦ Hair care product- various type of shampoo (black sunslik , pink sunslik), conditioner
which is use as dry therapy , protein conditioner etc.
◦ Body care products such as Cream , body lotion etc.
◦ company also offer make up brands for women use.
Four P's of marketing mix
Marketing mix the fundamental model which use to prepare effective marketing strategies that
helps to enhance company strength and eliminate weakness. it helps to achieve goals and
objectives of the company at the specific time. marketing mix includes product , price ,place and
promotion.
product Sunslik is the global brand and have wide
product portfolio. Initially company enter into
the market with shampoo but now they provide
other product also like conditioner , sprays and
oil product. marketing manager changes or

introduce new variety , design and packaging
that helps to take advantages of competition in
the market and get more new opportunities to
expand market and increase probabilities.
Price Sunslik company adopt value based pricing
strategies and competitive pricing strategies.
they provide their product at the lower price
which helps to compete with competitors like
Dove and Lux. price range of the product start
from 1 pound to 1000 pounds so all customer
are use product according to their status .Main
purpose of the company is provide health care
and beauty care product at the affordable price
that helps to retain customer and increase
company image in the market (Bešić and
Bešić, 2018). effective pricing strategies leads
to profit maximisation and growth of the
company.
place Sunslik deliver product over the worldwide
except Canada and united state. company
distribute their product through store, online
media and glossary store etc. company have
market leader position in countries like India ,
thailand etc. recently this company located in
80 countries. sunslik one of the leading
company which provide better quality hair care
product to their customer.
promotion Company adopt effective marketing strategies
and promotion. promotion activities done by
newspaper , television , ratio ,mail ,social

media etc. Your hair by your side tag line used
by company that help to create brand image
and give positive impact on customers.
company looped professional expert for
creating shampoo and conditioner which helps
to increase quality of the product. promotion
and advertisement achieve company's status.
◦ customer profile and behaviour
Sunsilk company adopt distribution channel after analysing the customer profile and behaviour .
customer factor to analysis by demographic factor like income status , life style , age difference
etc. company can increase range of selling and generate profitability by analysing customer
needs and preference . it is essential to build image and growth of the company. Sunsilk adopt
customer based brand equity model to depict the customer attitude and perspective toward the
brand . it helps to increase brand image in the market and achieving the goals and objective of
the company (Tasci, 2018).
customer based brand equity model -
Salience - It is the first stage of the model that talk about brand awareness in the m,arket so they
can able to create new customer base by enhancing brand value. it show about the customer
thinking towards the brand that is useful to market segment to identify the action require to
achieving the goals. Sunsilk research department understand customer attitude towards the brand
and their choice.
performance and imaginary- Sunsilk provide better quality product at the suitable price that
helps to meet out market demand and enhance customer satisfaction. performance includes
product reliability , durability ., affordability and style and design and price of the product that
impact on customer satisfaction. company can improve performance by providing product
according to customers needs and preference and company can compete with competitors that
leads to profit maximisation.
imaginary - it depict that how customers socially and psychological neds . it includes intangible
aspect like user profile , purchase situation and customer personality and value.

this stage is important to identify experience of customer towards the brand that directly impact
on product performance.
judgement and feeling- Usually customer judge product by Sunsilk brand. brand can be judge on
the basis of quality, creditability and customer judge relevance of product by customer needs
(Leonidou and et. al., 2018). Sunsilk company compared with competitors brands like Dove , lux
and P&G. It also analysis the customer feeling about brand. if customer doesn't feel good then
manager have to prepare strategies to build image that enhance positive feeling about the
product.
Resonance - In the end stage company creating resonance with customer by providing better
quality product at the reasonable price and build image which helps to customer stuck with one
brand. resonance includes customer behaviour loyalty , attitude attachment with one brand ,
sense of community and active engagement toward the Sunsilk brand that helps to increase
profits.
◦ competition analysis
Positioning of the brand and competition profiling
Brand positioning - it is the significance part of the marketing that helps to identify the minds of
the target market and create image in that market which helps to achieve sales target and increase
profitability of the company. Sunsilk adopt different types of brand positioning strategies.
Positioning by product attributes- company create positioning of product by product feature ,
customer perception and benefits of the product. marketers identify the attributes of product
which is useful for customer to take decision regarding purchases the product.
Positioning by price - company adopt premium brand positioning where company provide high
quality of shampoo and other thing which are used by high number of customer so premium
price can be charged on the Sunsilk product (Camilleri, 2018).
Sunsilk also adopt competitive practice strategies that focus on provide better quality product at
the competitive price that helps to compete competition and take opportunities.
positioning by product usage- If company provide that produce which have more than one
application. in this situation company can done brand positioning with their uses that helps to
increase brand image.
Positioning by competitors- Company adopt effective positioning strategies for focus on the
brand that helps to compete with competitors. If company have huge competitors then company

have to prepare strategies to build awareness that helps to increase customer base and reduce
competition (Wu and Li, 2018) .
Positioning map- company can positioning of the product with the analysis the marketing
positioning map it is also known as perceptual map . it is significant for brand position by
comparing the quality and price of the product.
Sunsilk provide professional created shampoo and conditioner which is more beneficial to
improve reduce dry hair and increase growth of the hair so company can charge high price.
company also provide quality product at the lower price that helps to increase customer base so
company can generate more profits and build image.
Marketing communication
Marketing communication play significant role in the market that create and sustain customer
demand and preference of the product which helps to increase company profitability and growth.
Communication can be done by advertisement , promotion , personal selling ,direct marketing
that helps to build awareness and image among the customer that leads to sales of the product. It
allows the public to understand a brand that appreciate Sunsilk brand program. It assess the
company strength , weakness , opportunities and treats so company overcome the weakness and
achieve the goals and objectives. Sunsilk company use marketing communication tools like
advertisement , sales promotion ,experiences , publicity, direct marketing ,personal selling etc.
Advertisement -company inform to customer about sunsilk brand goods and services vis
television , media , radio and print media etc. This communication mix is widely used by the
company because it covers wide range of audience that helps to increase customer base
(Dolnicar, Grün and Leisch, 2018).
sales promotion - this communication technique not only retain to existing customer but also
create new customers. company provide additional benefits to customer like coupons , buy one
get one free offer , provide product on discount rate and payback amount. it helps to company
achieve sales target and increase sale within the specific time.
Direct marketing -company can communicate via technology such as email , fax , mobile. it
helps to communicate directly with customer without any involving third party and it is most
economic route of marketing communication.
Public relationship - company perform various social activities to build brand image. company
donate some portion of profit in child education program that useful to community . it helps to

build effective relationship with public so company can increase customer base and generate
profitability . All communication tool is useful to sustainable growth as well as achieve targets
like sales target , profit target etc.
Personal selling - Manager of the company select person who sell companies product by
personally meeting with customer. agent of the company face to face meet to its customer and
promote produce through their attitude and knowledge. it helps to encourage for buying the
product which helps to increase selling and generate profitability of the company.
◦ Marketing challenges and recommended strategies for Sunsilk
Marketing challenges -
Increase of Competitors- Sunsilk company have too many competitors available in the market it
is the biggest challenge. competitors of the company suich as tresemme , pantence , metrix and
head and shoulder etc they also provide professional shampoo as per customer expectation .
Recently company face competition because all company also follow effective strategies of
marketing of providing quality product at the reasonable price so customer easily switch from
one brand to other brand (Pulka, Ramli and Bakar, 2018).
Change in customer expectation - it also challenges which is faced by company because
customer needs and preferences change due to change in income , age and style factor it impact
on activities of business . If customer income will increase then they can switch to other
professional shampoo like matrix , biometric etc. Alteration in customers expectation customer
switch to other brand which provide same type of product at the same price.
Quality of product- Other company provide high quality health care product , hair care and
make up product at the suitable price to their customer . It is the challenges that will reducing the
customer loyalty as well as brand image.
Changes in technology - advance technology impact on company profitability because all
company have not sufficient profit to afford advance technology . Company doesn't provide
better quality product because of not adopting advance technology so company face challenges.
Recommendation -
Sunsilk company must prepare effective strategies to attract audience that will helps to increase
loyal customers .

Company must adopt effective techniques of marketing communication like social selling ,
personal selling and sales promotion that leads to increase awareness which helps to increase
selling and increase customer base in the market.
They have to provide professional shampoo at the suitable price that helps to increase customer
base . It also helps to company take advantage of competition and take future opportunities so
company can increase profitability (Tasci, 2018).
Manager of the company build image in the market the will helps to increase market share of the
company and also increase customer value.
Company must identify area and diversifying as per customer needs and preference that helps
achieve target like sales target and profit target.
CONCLUSION
International marketing management report summarised that marketing management is
important to prepare strategies , planning and controlling the marketing activities that helps to
increase customer awareness and profits of the company. Sunsilk company does eefective
marketing strategies like advertisement , promotion that leads to maximise the profitability and
increase market share of the company. It also concluded that company deliver their product
through supermarket. Unilever is the parent company of company that offer products like
shampoo, sprays. it also explained about company use marketing mix like product , place, price
and promotion which use to manage strategies that helps to achieve goals and objective of the
company. Marketing manager of the company identify customers attitude towards the brand and
provide product according to customers profile and behaviour which use to provide product at
the time of demand . company can increase awareness and build image in the market by adopting
effective communication channel . further , explain about the biggest challenges which is faced
by Sunsilk and recommendation to be followed to improve their performance that helps to
achieve goals and objective of the company.

REFERENCES
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Dolnicar, S., Grün, B. and Leisch, F., 2018. Step 9: Customising the Marketing Mix. In Market
Segmentation Analysis (pp. 245-254). Springer, Singapore.
Leonidou, L.C. and et. al., 2018. Advances in Global Marketing.
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