Product life cycle of chik shampoo

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Product life cycle of chik shampoo

Product Lifecycle has 5 stages through which a product or its category bypass, from its development to introduction to the marketing, growth, maturity to its decline or reduction in demand in the market.

Sunsilk was launched in India in and it grew with the growth in the hair care industry, specifically the shampoo market, in India, launching a number of product variants.


Sunsilk was launched as a cosmetic beauty shampoo, and was positioned the same way during its initial years in India. Sunsilk began its publicity efforts in with an advertising campaign that focused on specific hair "issues". In its growth stage, the communication of Sunsilk was focused on different product variants and promoting the use of Sunsilk conditioners.

Within ten years of its launch in India, Sunsilk introduced a tonic shampoo for dandruff, which was the first anti-dandruff shampoo in India. Sunsilk attained maturity as a global brand, with its products being sold in 69 countries. FromSunsilk has started working with a number of professional hair experts to develop new and improved products.

Each hair issue variant has been linked to an expert with the relevant specialist hair knowledge.

Product life cycle of chik shampoo

Sunsilk has managed to stand apart from its rivals. Sunsilk understands that different girls have different needs and hence has created 7 products that cater to a variety of them. On June 17,Unilever launched Sunsilkgangofgirls. The site was branded space to promote Sunsilk, while at the same time it provided a social networking platform for girls.

The site offers its users access to a variety of local and global experts to address various hair care needs through its content, blogs and live chat room.

Product life cycle of chik shampoo

Also Sunsilk still neglects the rural market which is the major chunk of the shampoo industry in the present day scenario. Further, the brand is restricting its target to 20 something women only and in hence neglecting the middle aged customers.

Most products are phased out of the market at this point due to the decrease in sales and because of competitive pressure. The market will see the product as old and no longer in demand. SUNSILK is in its maturity stage, as it already made its impact on the market and is still far away from the decline stage.

A new campaign was launched to recruit younger users. The new products focused on hair color, texture, feeling, dryness, etc. The updated Sunsilk campaign, "Get Hairapy", followed the same strategy, marking a bold move towards users in their 20s and upwards said to be in their "quarter-life crisis".In healthcare, simply by monitoring a products or services life cycle, management can better plan when to introduce a new service or product.

Ultimately, seeing healthcare as an industry that provides products/services and understanding their life spans, allows for a system that delivers effective and transformative healthcare.

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FMCG | Marketing | Sales | Digital: Calculating Dealer ROI

Product Life Cycle Examples The traditional product life cycle curve is broken up into four key stages. Products first go through the Introduction stage, before passing into the . Hair, it is said, is everything. Well, that may be sort of far-fetched but early greying of hair can be very disturbing for people.

Greying of hair before the age of 35 years is referred to as premature greying. Nutrifactor Anti Hair Loss Herbal Shampoo with Keratin (Anti Dandruff) Nutrifactor ralize all of these with the herbal vitacomples, pricious herbal extracts, vitamins, minrals and proteins it contains.

A management professional with about 24 years of work experience in consumer products space, Ramesh has worked in a diverse set of companies like Lakmé, United Breweries, CavinKare and Nuziveedu Seeds, and on brands like Kingfisher, Lakmé Colors, Elle 18, Chik Shampoo, Spinz, Mallika Cotton Seeds etc.

Brand Management 14 Sep -