The Unilever Thailand blitz aims to counter newcomers Dove Cream Shampoo and Feather Anchan, which eroded Sunsilk's market share to 30 per cent last year. Sunsilk was also forced to act as another challenger, L'Oreal, is expected to make a bid for a slice of the 6.5 billion baht market with its Garnier brand. Voraphak Banlengchit, brand manager for Sunsilk, said: "I think every (major brand) has opened the new year with some plan in mind."
According to Unilever's figures, Sunsilk's closest competitor is Procter & Gamble's Pantene, with a 14 per cent share of the market, followed by Clinic, with a 13.5 per cent share. Dove's share is estimated at just below its launch target of six to seven per cent.
Sunsilk's campaign centres around a contest in which winners will be given a shot at six dream careers, which include acting, modeling and singing. The judges, who include well-known entertainers from each field, also appear in the 90-second launch TVC. "We want to say that Sunsilk not only understands women's different hair conditions but also recognises the different characteristics of women which, in turn, bring about different aspirations," said Unilever product group manager Marisa Surabotsopon.
Unilever will spend 60 million baht on advertising and 40 million baht on marketing.
Unilever is targeting women between 18 and 35 years, with a household income of between 20,000 baht and 35,000 baht a month. The campaign runs alongside on-going product promotions such as Sunsilk Silky Straight, which was launched last year.
Unilever surveys found that more 50 per cent of Thai women have long hair and prefer to wear it straight. "While each brand has its core consumers who remain loyal, there is about 15 per cent who tend to move around," Voraphak said.
Nielsen Media Research listed Sunsilk as the seventh largest advertiser in 2003, spending 424 million baht. It is also the only shampoo brand in the list of top 10 spenders.