Defining the strategic objective:The Sunsilk Shampoo aims at fulfilling the needs of its target market by offering a high quality, assessment of the concept in terms of its acceptability, credibility and perceived benefits, that it offers a healthy choice shampoo alternative to the targeted consumer. The theme of the product shall be anchored around the motto.

Expanding the total market: Sunsilk is very sensitive to increase its market. Its sometime very challenging for a firm to expand its total market. As Product Manager, I basically wish to increase new customer and more usage.

New customers: We at Sunsilk are trying to attract buyers who are unaware of the product or who are resisting it because of lack of such features. We are using market penetration strategy, new market segment strategy and geographical expansion strategy for searching new consumers. Very attractive advertising and other propositional activities perform a vital role in this case.More usage: Sunsilk recently increased the amount, level and frequency of consumption. It also improved packaging and redesigns the product. We offer larger package sizes and make the product more available. They emphasize more on marketing program, which inform the consumer about the brand and it frequently develops the product which also spurs new uses. Choosing General Strategy:1. Flank Attack: We shall follow segmental strategy. In market Head & shoulders targeting mainly high and middle class people but big portion in lower class consumer could not adopt their product. So, Sunsilk is targeting the lower class that has lower income and launch new product at a lower price.

2. Frontal Attack: We shall launch new shampoo combining conditioner, anti-dandruff, and shinning in a one product as follow as Head & Shoulders.

3. Bypass Attack: We shall introduce anti-dandruff shampoo and provide an extra conditioner in a package

Communication Tools of Sunsilk

There a number of ways to advertise both local and global brands in the market. Some of the very common means through which advertisement is done include:Electronics Media:Electronic Media has been the major factor in determining the global success of Sunsilk. In todays world where an average middle class individual has access to 30 to 40 channels through the cable minimum, he has the ability to view different types of advertisement just flipping the channels. Thus the consumer of today is so well posted on the fact that whenever a new product is launched, is it in the United Kingdom or in the United States, a consumer living in Asia would be well aware of the features of the products and he would know who the company is targeting.Print Media: Print Media advertisement is one of the common ways of advertising. The print media including the magazines, newspapers and brochures are relied upon a lot. In print media, the importance of placing the advertisement plays an imperative part in increasing the sales of the product. Billboards:Billboards have become one of the most influencing ways to advertise in our world. Everyone can see a whole advertisement like you watch on your own televisions or the type of moving and animated type of advertisements that you can see on the billboards happen to be very much in fashion. Sunsilk also has nearly all of its products on the billboards when either its launching a new ad, coming up with price promotions or re launching any product. These ads seem to be appearing all the time, which is really good for the company, as they are easily attracting the customers in every possible manner.Giving out free Samples:When the new Sunsilk Black was introduced, what the company did was, to create awareness amongst the youth they went to schools and colleges and distributed free samples of the products and gave out little brochures which told the qualities that the product had and the proper method of getting a black and shiny hair look.