Sunsilk Shampoo Marketing Mix by Harris Erestain

There were so many products that launched everyday in different parts of the world. In just a blink of eye different products of different kinds were made. Just like Sunsilk—a worldwide shampoo product, is one of those many products that were made to supply all our needs for everyday existence. The purpose of this product review is to know the marketing mix of the given product. After knowing the marketing mix, I can conclude why this product was so progressive and popular.

Product
The product is a tangible one. It can be perceived by our 5 different sense organs and it is physical. This product was made for hair treatment it also has extra features that adds to the promotional strategies. It has different types of brands for different hair types. It can offer a hair treatment for frizzy hair; it also makes your hair smooth. If you want to have a good hair shape they also have available brand types to repair the shape of your hair. They also have anti-dryness for those who have dry scalp and so on and so forth. This made the Sunsilk very popular and trendy in the market. It can be classified as staple goods because consumers would love to buy it regularly. It is somehow a need for them to have shampoo for a better hair types.

Price
They use market penetration to penetrate their market. They lower the price to attract their target audiences to buy the product because it is a need and consumers find irresistible whenever they buy this product. It is good strategy for the company to lower the price so that it can reach even to the lower class people of the society. They also used promo pricing. They give promos to all the buyers and the users of the product. It’s like if they buy a dozen sachet of shampoo they can get a free half dozen of it. If you will notice Sunsilk shampoo comes in two pouches per sachet which is a part of their promo so that it can attract customers to but their products.

Place
Sunsilk is distributed in different countries including Philippines and Brazil. It started in one country until the company decided to reach other countries to penetrate big market. They first do the market segmentation which knowing and dividing the right segments or target place where the products put into. The company Unilever uses this step to know where they can place their products because it is very costly if they distributed all their products in different parts of the world. After segmentation, the company is now targeting its segments. They first identify their potential product then after which they now putting or establishing the product on the identified segment. Eventually after segmenting and targeting, the company is now positioning their product. They are now putting their product on the mind of their target audiences. They don’t want their product to be fantasized only but to be remembered by people. This was the major segmentation used by the said product:

Geographic Segmentation, which is they first divide the markets into different geographical units such as nations, countries (Philippines and Brazil), Country Region (Particularly in Philippines, Luzon, Visayas and Mindanao), Density (Urban, Suburban and Rural) Demographic Segmentation, which is they divide the market into group based on variables like age (adolescence and up), gender (it was really for female but now it can be for men too), family size (it’s for families 1-2, 3-4, 5+), family life cycle (young, single, married, no children, young married, older, married with children) and Nationality (Filipino and Brazilian)

Promotions
The company promoted Sunsilk in different kinds of advertisement. First print advertisement, the product was promoted through this kind of advertisement. They can either use an endorser or simply the product itself. They use big artists or stars for the product to grow big and know by their audiences. They also use TV advertisements most especially doing some commercials that will informed their target audiences about the product. They also use endorsers to promote the product nationwide. Such endorsers would be Marian Rivera and Sarah Geronimo.