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Sunsilk - Analysis of Brand Strategy
 Mackovičová, Lucia ; Král, Petr (advisor) ; Vokáč, Matěj (referee)
The purpose of this document is to analyse strategy, activities and reasons of a bad success of a global hair cosmetics brand Sunsilk in Czech Republic. International success of the brand, its very successful start in Czech market and a positive brand image profile soon after the launch in 2003 were about to make Sunsilk a big brand in Czech republic. The brand was innovative and had creative and very well accepted activities and communication. However in 2005 the progress stopped and Sunsilk started to lose its sales, market shares and positive brand profile attributes. Today the Sunsilk products are being delisted in a major of key accounts. The analysis contains description and evaluation of launch of the brand in Czech hair care market, overview of projects of the brand in 2004 -- 2007 and evaluation of communication of Sunsilk in this period. The stress is put on new launches, portfolio changes and communication, inconsistency of which is considered as a main reason of the brand's bad success. The analysis contains a comparison of brand image profiles of Sunsilk and its competitors and efficiency of communication in terms of investments. As a part of the document price development and portfolio changes analysis of Sunsilk are considered.
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