1 AIT Asian Institute of Technology

New product launch : a case study of Sunsilk Colors, Unilever, Vietnam

AuthorNguyen Van Anh
Call NumberAIT RSPR no. SM-01-120
Subject(s)Hair--Dyeing and bleaching

NoteA research study submitted in a partial fulfillment of the requirements for the degree in Master of Business Administration, School of Management
PublisherAsian Institute of Technology
Series StatementResearch studies project report ; no. SM-01-120
AbstractThis research is a market study about colorant product in Vietnam in which Sunsilk Colors, a colorant product of the Unilever is our focus. It was launched to the Vietnamese market last year and has experienced failure. Hence, this market study was can'ied out in order to gain some insights about Vietnamese colorant market and at last, to know whether it is viable to relaunch the Sunsilk colorant. With information gathered from retailers, hairdressers and endusers including colorant users, we can see a rather clear picture about the Vietnamese habit in hair care especiaIIy in hair coloring that has become, indeed, a trend to Vietnamese young people these days. However, most of them go to hair salons for hair coloring service and they often do not care much about the colorant brands used but only care about the color come out after coloring. Also, the sellers or hairdressers' recommendation is very important for customers to decide which colorant to use. Regarding Sunsilk Colors, it was rated not good in comparing with other colorants on the market and its only distinguished attribute is "Easy to use". Yet, most of customers consider that the new Sunsilk colorant would be better and if so, they are willing to try it. Therefore, we have suggested a market niche for Sunsilk colorant, which is the In-home-use instead of pursuing the whole market. In addition, a push strategy should be in focus in the promotion mix with the aim to have sellers promote the new colorant to customers. Anyway, we would rather reserve the final decision of whether to re-launch the Sunsilk colorant and how its marketing strategy should be to maximize the possibility of success to the company's management.
Year2001
Corresponding Series Added EntryAsian Institute of Technology. Research studies project report ; no. SM-01-120
TypeResearch Study Project Report (RSPR)
SchoolSchool of Management
DepartmentOther Field of Studies (No Department)
Academic Program/FoSMaster of Business Administration (MBA) (Publication code=SM)
Chairperson(s)Bechter, Clemens;
Examination Committee(s) Quang, Truong;Broustail, Francois Joel;
Scholarship Donor(s)Swiss-AIT-Vietnam Management Development Program (SAV) ;
DegreeResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001


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