REPORT: - BRANDING STRATEGIES OF

SUNSILK AND MAMAEARTH SHAMPOO

Topic 1:- Select two brands with comparable products. Provide detailed insights into these
products, highlighting both their commonalities and distinctions. analyse the differences in
their branding strategies.

SUBMITTED BY GROUP: - 5
Ruchir Khurana: - 23PGDM-BHU104
Abhishek Raj: - 23PGDM-BHU066
Rishika Chowdhury: - 23PGDM-BHU102
Abhik Agarwal: - 23PGDM-BHU065
Aritra Chatterjee: - 23PGDM-BHU075
Amrapali Dey: 23PGDM-BHU070
Sakhar Pyne: - 23PGDM-BHU105

SUBMITTED TO: - Prof. AMIT SRIVASTAVA

ON: 05th December 2023.

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 CONTENT:

SL.NO: TOPIC: PAGE

NO:

1. Introduction 3

2. Product Description: - Sunsilk 4-7

3. Product Description: - Mama Earth 8-11

4. Commonalities 12

5. Distinctions 13

6. Branding strategy of Mamaearth 14-15

7. Branding Strategy of Sunsilk 16

8. Analysis and comparison of both Sunsilk 17-18

and Mamaearth’s Branding Strategies

9. Bibliography 19

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 INTRODUCTION
Mama Earth
Mama Earth is a startup with headquarters in India that provides a broad selection of
cosmetics to improveits clients' everyday skin care regimens. Ghazal and Varun Alagh,
partners, launched it in 2016. They first contributed about INR 90 lakh out of their own
wallets to launch the company. Over 1.5 million clients have been added to the brand
since it became an enormous smash in the marketplace.The firm offers a large
selection of cosmetics free of toxins. It contains the line of goods for hair, skin, and
infant care. Mama Earthfaces direct competition from major brands like Himalaya,
Johnson & Johnson, and others.

The company takes advantage of the growing trend of incorporating organic products into
regular skin and hair care routines. They were among the first companies to deal with non-toxic
sealing for cosmetics that are currently being used.

In the skincare and cosmetics sector, this makes them a true game-changer and the brand that
customers choose.

SUNSILK

The Unilever group, which is currently regarded as the world's top firm and brand in
hair conditioning and the second largest in shampoo, produces the hair care brand
Sunsilk, which is predominantly targeted towards women. One of Unilever's "billion-
dollar brands" and the company's top hair care product is Sunsilk. Worldwide, 69
nations sell Sunsilk shampoos, conditioners, and other hair care products.

In 1954, Sunsilk was introduced in the UK, and by1959, it was sold in 18 nations throughout the globe.
Since Sunsilk just required a single application, fewer natural oils had to be washed out of the hair than
with other shampoos available at the time. In 1956, Sunsilk Cream Shampoo for dry hair was introduced.

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THE 4 BEST SUNSILK SHAMPOOS AND:

One of the first products in Sunsilk's shampoo line is the pink shampoo. Its
keratin yogurt enrichment will help nourish and cleanse the hair at the roots,
giving the appearance of thicker, healthier hair. If you want to add volume to
your hair to make it appear thick and robust, it's quite helpful.

POSITIVE

• Gives hair more luster.

• Yogurt strengthens and maintains hair health.
• Leaves hair silky and smooth.
• Kind to the scalp and hair.

NEGATIVE
• Contains sulfates and parabens.
• It does not improve hair texture.

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2.Sunsilk Black Shine Shampoo.

Adjacent to our list of the greatest Sunsilk

remedies is Black Shine shampoo. Has Amla Pearl
Sophisticated, which keeps hair safe from sun
damage and keeps baldness at bay. It also provides
a radiant, healthy appearance. It's a fantastic
product to keep your black hair glossy.
POSITIVE

• Doesn’t dry hair out.

• It calms the scalp and hair nicely.
• Reduces frizz.
• Tangle-free hair
• Detangles hair.

NEGATIVE
• Contains sulfate

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3.Sunsilk Yellow Soft and Smooth Shampoo:

A special blend of five natural oils and a distinctive

flavor make up Sunsilk Yellow Soft & Smooth
Shampoo. a formula that gives hair intense
nourishment without leaving it greasy. It contains
popular hair growth therapies including argan oil,
babassu oil, coconut oil, camellia oil, and coconut oil.
Yellow sunsilk preserves the silky texture and excellent
smoothness of hair.
POSITIVE

• Nourishes hair using the five best natural oils proven to encourage hair growth.
• Helps condition hair without leaving fatty.
• Adds shine to hair.
• Promotes healthy hair growth.

NEGATIVE

• Its formula contains some chemicals that may harm the hair in the long run.

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4. Sunsilk Hair Fall Solution Shampoo

Tired of locks of hair around the ground

each time you comb your own hair? Try out
Sunsilk Hair Loss Remedy Shampoo.

full of soy vitamin complex that fortifies the

follicles and helps combat baldness. This
shampoo minimizes hair loss by up to ten
times. It fixes damaged hair and
rejuvenates weak strands.
POSITIVE

• Prevents breakage and hydrates hair while fortifying and preventing hair loss

• Fortifies thinning hair

• Makes your hair healthier and more lustrous.

• Does not leave any trace in the hair

NEGATIVE

• The scent is not the same as the mild Sunsilk perfume

• A large amount of product is needed to achieve a good lather.

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 THE 4 BEST MAMAEARTH SHAMPOOS AND :

Best Hairfall Control Shampoo:Mamaearth Onion Shampoo

Mamaearth Onion Shampoo is made with
natural ingredients to strengthen and lessen
hair loss. It has onion seed oil, which
stimulates healthy hair development and
inhibits hair loss by increasing blood flow to
the hair follicles. Plant keratin, which is
composed of 18 amino acids and D-
panthenol, gives your hair luster and
smoothness, reduces frizz, and provides
moisture. It also has vitamin E, which
promotes hair development, nourishes the
scalp, and shields hair from damage, along
with gentle surfactants that clean the scalp
without depleting its natural moisture.

Key ingredients: Onion seed oil, Plant keratin, D-Panthenol, and Vitamin E

Pros
• Fits all types of hair
• Decreases hair loss;
• Builds up hair;
• Softens hair;
• Suitable for chemically and color-treated hair;
• Free of sulfur

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Best For Damaged Hair:Mamaearth Rice Water Shampoo

Fermented rice water, high in vitamins B, C, and E, is

used in the formulation of Mama earth’s rice water
shampoo, which helps minimize friction, heal
damage, and increase hair suppleness. Additionally,
keratin is used to give hair manageability and gloss
and shine. Rich in amino acids, wheat protein gives
hair definition, hydration, and thickness.
Dermatologist tested, this damage-repairing product
works by clearing the hair and scalp of debris and
filth.

Key ingredients: Fermented rice water, Keratin, and Wheat protein.

• Repairs hair damage

• Prevents split ends

• Prevents hair breakage

• Sulfate-free

• Paraben-free

• Mineral oil-free

Unpleasant fragrance

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2. Best For Anti-Hair Fall:Mamaearth Rosemary Shampoo

Rice bran oil, which is high in antioxidants, is added to the Mamaearth

rosemary anti-hair fall shampoo to fortify and protect hair from UV ray
damage. With its combination of vital fatty acids (omega 6 and omega 9),
castor oil nourishes the scalp and promotes the growth of thick hair, while the
almond oil softens and strengthens the strands. Additionally, it improves
scalp blood circulation. This deeply penetrating hair oil makes hair more
flexible and pliable, preventing breaking and split ends to expose healthy,
damage-free hair.

Key ingredients: Rice bran, Coconut, Castor and Almond

Pros

• Reduces split ends

• Prevents hair breakage

• Strengthens the roots

• Sulfate-free

• Paraben-free

• Mineral oil-free

Cons

• Unpleasant scent

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Best For Healthy Hair Growth: Mamaearth Almond Shampoo

To soften the strands, Mamaearth's almond shampoo is

enhanced with milk protein. Its moisture-locking composition
lessens split ends and avoids oiliness in the hair. Amla
strengthens hair follicles and lowers hair fall, while the
formula's soothing and healing qualities of cocoa butter
provide a healthy sheen. Fenugreek seeds assist keep your
hair's natural color while shea butter keeps the moisture in
your strands sealed in. This potent combination of natural
substances eliminates frizz, detangles difficult hair, and
leaves the scalp feeling non-greasy..
Key ingredients: Cocoa butter, almond, Fenugreek, and Shea butter
Pros

• Detangles the hair

• Enhances hair elasticity

• Prevents frizz

• Prevents greasy scalp

• Prevents inflammation

• Artificial scent-free

• Artificial color-free

• Sulfate-free

• Paraben-free

• Silicone-free

• Phthalate-free

Cons

• Strongly scented

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While both Mamaearth and Sunsilk are well-known shampoo brands in India, their
objectives are distinct.

Mamaearth

Natural Ingredients: Mamaearth makes shampoos for those who prefer chemical-free
hair care by using natural ingredients like onion, bhringraj, and amla.
Targeted Solutions: They have shampoos designed to address particular issues with
hair, such as dandruff, damage, and hair loss.
Eco-Friendly: Mamaearth places a strong emphasis on not utilizing animal
experimentation, using recyclable packaging, and being ecologically friendly.

Sunsilk

For All: Sunsilk appeals to a wider spectrum of consumers with its extensive selection
of shampoos, which cater to a variety of demands and price points.
Particular Advantages: Their shampoos are designed with frizz control, smoothness,
and volume in mind.
Trendy Selections: Sunsilk adheres to the latest hair care fads, such as the use of
micellar technology, keratin, and collagen.

What they have in common:

Cleaning Power: Sunsilk and Mamaearth washes both do a wonderful job of cleaning
your scalp and hair.
Bubbly Lather: When used, both produce a nice lather, which is preferred by many
Indians.
Simple to Find: Mamaearth and Sunsilk shampoos are readily available online and in
shops around India.
What you desire will determine which of them you choose. Mamaearth is a possible
option if you have certain hair problems and want natural products. Sunsilk can be the
best choice for your general needs if you're looking for something with more
possibilities.

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Distinctions

The primary distinctions between Sunsilk and Mamaearth shampoos:

Basis Mamaearth Sunsilk

1.Target Audience Serves customers who Appealing to individuals
want natural products interested in trendy
devoid of chemicals, ingredients and particular
particularly those who advantages like frizz
have particular hair issues control, smoothness, and
like dandruff, hair loss, or volume, this product
damage. caters to a wider audience
with a range of hair
demands and budgets.

2.Components Concentrates on organic Adopts cutting-edge

extracts such as amla, components such micellar
bhringraj, and onion. technology, keratin, and
collagen.

3.Product Selection Provides a more targeted Offers a greater range of

selection of shampoos, shampoos at different
each of which targets a pricing points to suit
certain issue with hair. different demands and
hair types.

4.Branding Stresses environmental Puts emphasis on

awareness through maintaining current hair
cruelty-free procedures care trends and broad
and recyclable packaging. appeal.

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Branding Strategy Of Mamaearth
Effective message, celebrity endorsements, a blend of conventional and digital
marketing, and the tactical use of digital ads make up Mamaearth's marketing
approach. Let's dissect these tactics:

1. The brand's tagline is "Goodness Inside":

• The brand's dedication to provide natural, healthy goods that are appropriate for both
adults and children is reflected in the slogan.

• It emphasizes the high caliber of the components used in their goods while
communicating simplicity and openness.

2. Celebrity endorsement:

• Mamaearth made use of the clout of celebrities such as Sara Ali Khan and Shilpa
Shetty.
In keeping with the brand's emphasis on natural goodness, Shilpa Shetty was utilized
to promote health and fitness.

• Sara Ali Khan gave the brand a feeling of the present day.

• To engage with the target audience, integrated marketing efforts like

“#IssWinterGlowNaturally” with Shilpa Shetty were used to connect with the
audience and promote specific products.

3. Combining Digital and Traditional Marketing:

• To reach a wider audience, Mamaearth uses a combination of traditional and digital

marketing techniques.

• Online advertising, SEO, and Google AdWords are all part of digital marketing.

• Conventional marketing entails partnerships with prominent magazines such as

Vogue, Elle, and Forbes, which augment the brand's legitimacy.

• Accolades and honors play a part in increasing trust and brand awareness.

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4. Online Commercials:

• Mamaearth emphasizes digital advertising heavily, reaching a wide audience through

a variety of internet venues.

• The objectives of the digital strategy are to keep communication open, comprehend
client preferences, build a memorable brand identity, and draw in a sizable audience.

• Digital commercials that are memorable and evocative help the company expand its
customer base.

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Branding Strategy Of Sunsilk

Sunsilk's branding strategy has evolved over the years, but it has always been centered
around empowering women to express themselves through their hair. Here are some key
elements of their strategy:

1. Targeting: Sunsilk primarily targets young women aged 18-35 who are aspirational and
want to experiment with their hair. They understand that hair is a big part of a woman's
identity and self-confidence, so they position their products as a way to help women achieve
their desired looks.

2. Positioning: Sunsilk positions itself as a brand that is all about fun, experimentation, and
self-expression. They don't just sell shampoo; they sell a lifestyle. Their marketing campaigns
often feature young women having fun and enjoying life, and their products are always
colorful and eye-catching.

3. Product differentiation: Sunsilk offers a wide range of products to cater to different hair
types and needs. They also have a strong focus on innovation, constantly launching new
products with unique features and benefits.

4. Pricing: Sunsilk's products are generally mass-marketed and affordable, making them
accessible to a wide range of consumers.

5. Marketing: Sunsilk is a master of marketing. They use a variety of channels to reach their
target audience, including TV, print, social media, and influencer marketing. Their campaigns
are always eye-catching and memorable, and they often feature popular celebrities and
models.

Here are some specific examples of Sunsilk's branding strategy in action:

Their "Life's too short for boring hair" campaign: This campaign encouraged women to
experiment with their hair and try new things. It was a huge success, and it helped to solidify
Sunsilk's image as a fun and innovative brand.
Their partnership with Priyanka Chopra: Chopra is a popular Indian actress who is known for
her beautiful hair. Sunsilk's partnership with her helped to boost the brand's image in India
and other Asian markets.
Sunsilk's branding strategy has been very successful in making the brand a household name
around the world. They have done a great job of connecting with their target audience and
making them feel like Sunsilk is a brand that understands them and wants to help them look
and feel their best.

Overall, Sunsilk's branding strategy is a great example of how to target a specific audience
and position a brand in a way that resonates with them. By focusing on fun, experimentation,
and self-expression, Sunsilk has been able to create a loyal following of customers who love
their products and what they stand for.

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Analysis and comparison of both Sunsilk and Mamaearth’s Branding
Strategies:

Branding Strategies: Sunsilk vs. Mamaearth

Both Sunsilk and Mamaearth are popular shampoo brands in India, but they take very
different approaches to branding. Here's an analysis of their key differences:

Target Audience:

Sunsilk: Primarily young women (18-35) who are aspirational and experimental with their
hair. They prioritize self-expression and confidence.
Mamaearth: Diverse audience, including young women, mothers, and families. They focus on
conscious consumers seeking natural and safe products.

Positioning:

Sunsilk: Fun, experimentation, self-expression. Sells a lifestyle beyond just shampoo.

Mamaearth: Natural, safe, toxin-free. Positions itself as an alternative to harsh chemical-
based products.

Product Differentiation:

Sunsilk: Wide range of products for different hair types and needs, with a focus on innovation
and unique features.
Mamaearth: Smaller range, emphasizing natural ingredients and avoiding harmful chemicals.
Focuses on gentle formulations for different hair concerns.

Pricing:

Sunsilk: Mass-marketed and affordable, accessible to a broad range of consumers.

Mamaearth: Slightly premium pricing due to natural ingredients, but positions itself as
affordable luxury.

Marketing:

Sunsilk: Eye-catching campaigns with celebrities, models, and influencer marketing. Focuses
on emotional connection and aspirational imagery.
Mamaearth: Performance-driven marketing highlighting product benefits and natural
ingredients. Utilizes social media heavily, with focus on user-generated content and
influencer collaborations.

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Examples:

Sunsilk: "Life's too short for boring hair" campaign encourages experimentation. Partnership
with Priyanka Chopra emphasizes glamour and beauty.
Mamaearth: #NoChemicals campaign highlights natural ingredients. Collaboration with eco-
conscious influencers promotes sustainability.

Overall:

Sunsilk: Targets young women with an emotional approach, emphasizing fun, self-
expression, and a wide range of solutions.
Mamaearth: Appeals to a broader audience with a focus on natural ingredients, safety, and
gentle formulations. Targets conscious consumers with a performance-driven approach.

Ultimately, the choice between Sunsilk and Mamaearth depends on individual priorities.
Sunsilk offers a wider range of solutions and a fun, aspirational experience. Mamaearth caters
to those seeking natural, safe, and gentle hair care.

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Bibliography

https://jungleworks.com/mamaearth-all-you-need-to-know-about-the-brand-and-
founder/#:~:text=Mamaearth%20is%20an%20Indian%20based,lakh%20from%20their%20own%20
pockets.

https://shristi23sunsilkmarketingblog.blogspot.com/2014/08/introduction-sunsilk-is-hair-care-
brand.html?m=1

https://www.businessoutreach.in/mamaearth-business-model-marketing-strategy/

https://www.marketing91.com/marketing-strategy-sunsilk/

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