1.0 Overview of the Company
Sunsilk is a hair care brand primarily aimed at women, which was developed by Unilever in 1954. Unilever has been in business since the 1880s, the corporate vision is to helping people to look good, feel good and get more out of life (Unilever , 2017).
Sunsilk was marketed as a range of shampoos for different hair types in 1962. Sunsilk significantly improved product formula and launched new variants in 1966. For example, the first major shampoo to contain olive oil, which acted as conditioner to make hair soft and manageable, shampoo for dull hair, which restored hair’s natural shine and lemon shampoo for greasy hair with deep cleansing ingredients.
The brand included a range of shampoos, conditioners, and other styling products. Sunsilk shampoos, conditioners and other hair care related products are sold in 69 countries worldwide. Sunsilk is sold under a variety of different names in markets around the world including Elidor, Seda and Sedal. The brand is strongest in Asia, Latin America and the Middle East. It is the number one hair care brand in Pakistan, India, Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka, Indonesia and Thailand (Global Cosmetic Media Limited , 2015).
The Sunsilk Shampoo aims to fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. At