Tittle: Integrated Marketing Communications Plan on Sunsilk Shampoo
Source: Journal of MarketingAuthor : Sendy Thahir & Florensia
Year: 2009
Executive Summary
Sunsilk Shampoo’s are under the flag of Unilever which would like to make an announcement and awareness to the society by conducting a campaign starting from July 2009 to December 2009. The campaign is objected to achieve the positive feeling about the brand, develop and maintain regular use of backstage, create the interest and awareness of the brand. On the smaller scope we tend to achieve to obtain loyal customers and maintaining them informing about the existence of the brand so that people who don’t know could realize. Otherwise the vision on becoming the market leader can be achieved.
We are targeting young adult between the age of 21 and 25, where on that age, the girls need an actualization and acceptance of the society. They are the type of strivers people, who are trendy and fun loving, money defines success, concerned about the opinion of others type of people. On the Foot Cone and Belding Grid, we determine self-satisfaction/ reactor will be our target, they primarily focus on feeling. Shampoo is a low involvement product. On the positioning strategy, we are learning to understand that every young adult are expecting to be delighted.
The elements that will be used are advertising, publicity and internet marketing.
The magazines which have become a highly specialized medium that reaches specific target audiences, Internet which has been a new technological virtual system that would allow people makes a communication and publicity to attract the society most.
The execution of the advertising will be Informational appeals and emotional appeals. The advertising will provide information about the brand itself. The girl that appears with her black hair with her delicateness and beauty would create the emotional feel, which would influence on the wish that they could be as pretty as they can be.
