Promotions

PROMOTION: IMC, ATL, BTL

· Build top of the line consumers’ awareness.

 · Creating a personality of the brand.

Besides having these general objectives, the advertising objectives are set avoiding to the advertising strategy for each product, e.g. Sunsilk advertising objectives since it was being re-launched were:

· To increase the usage.

· Conditioning benefits.

· Makes the hair appear clean and shiny.

·Imparts a feeling of freshness-due to fragrance.

· Easy to manage, silky, soft hair.

· Unique shampoo for every hair type.

· Effectively communicate brand promise.

Integrated Marketing Communication:

There are six elements of IMC mix, which are ‘advertising, sales promotion, publicity, personal selling, direct marketing and internet marketing. The elements that sunsilk uses are advertising, publicity and internet marketing.

The magazines which have become a highly specialized medium that reaches specific target audiences, will effectively support our mission to target the young adult. Several magazines such as Go Girls, Cosmo and etc will be the magazines that will be used, to attract our target market.

Public Relations: Sunsilk has good relationships to the public and giving them quality products.

Above the line marketing (ATL):

Above the line marketing mainly includes –advertising, sales promotion, events and experience, PR and publicity

§  Innovative campaigns such as ‘Hairapy’ and ‘Life Can’t Wait’ were launched to attract women to the bran Sponsored short films that were broadcast during popular television shows.

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§  Media is a source with Sunsilk promote products.

Electronics Media:

Electronic Media has been the major factor in determining the global success of Sunsilk. In today’s world where an average middle classindividual has access to 30 to 40 channels through the cable minimum, he has the ability to view different types of advertisement just flipping the channels. Thus the consumer of today is so well posted on the fact that whenever a new product is launched, is it in the United Kingdom or in the United States, a consumer living in Asia would be well aware of the features of the products and he would know who the company is targeting

Advertising: Sunsilk ad products by TV promos, internet, newspapers.

§   Print media- Print Media advertisement is one of the common ways of advertising. The print media includingthe magazines, newspapers and brochures are relied upona lot. In print media, the importance of placing the advertisement plays an imperative part in increasing the sales of the product.

• * Internet rural campaign
• * Environment concern ads
• * Music videos
• * Free sample distribution
• * Demo campaigning

§  promotion of the products in the sunsilk range through movies such as “Fashion”, Two states and through many bollywood movies 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.

Below the line marketing (BTL): BTL includes-personal selling, Direct marketing, Word of mouth, etc. This is a more personalized form of communication which is very hard to do in a liquor industry given the kind restrictions kept the governments and various regulatory body. Word of Mouth is the only source BTL possible as this is a C2C form of communication, which the consumer gets from a consumer or a peer. Word of mouth is the most trusted source of information as there the company or the brand itself is not involved but the consumer is providing a feedback on the brand/product on the basis of the experience. 

Personal Selling: Sunsilk do personal selling by promotion ads and on internet.

Billboards:

Sunsilk is using billboards for advertising its products.Everyone can see a whole advertisement like people watch on own televisions or the typeof moving and animated type of advertisements that people can see results.They are easily attracting the customers in every possible manner.

Giving out free Samples:

When Sunsilk launches the new product it provides awareness to the people by giving them free samples of that product and brochures which told the qualities of the product. Like when the new Sunsilk Black was introduced the company created awareness amongst the youth